SOURCE: Aberdeen Group

Aberdeen Group

December 15, 2010 11:00 ET

Marketing Asset Management: It's More Than Just Your Image

How the Best Companies' Assets Drive Greater Revenue

BOSTON, MA--(Marketwire - December 15, 2010) - Top performing companies that create and deliver relevant marketing content find 44% of the sales forecasted pipeline are generated from marketing sourced leads while reducing the time to produce marketing assets by 14%. Recent research announced by Aberdeen Group, a Harte-Hanks Company (NYSE: HHS), Marketing Asset Management: Its More Thank Just Your Image outlines how the best organizations achieve superior results despite exponential growth of content being requested in a myriad of formats.

"The research is compelling: marketing organizations that deliver the greatest value from top line revenue growth to brand consistency are those that capture content from diverse sources and deliver messaging and materials that resonate with customers and prospects," said Chris Houpis, senior analyst for Aberdeen Group.

Successful companies proceeding down the digital highway effectively use internal capabilities in conjunction with enabling technologies to control the spectrum encompassing capture, storage, dissemination, usage and archival and/or disposal of assets. These resources are no longer banished to a brochure stand when ineffective but must be viewed as tools that enable organizations to track, measure, and understand the individual and aggregate patterns occurring from their sales interactions.

A complimentary copy of this report is made available due in part by the following underwriters: MarcomCentral by PTI Marketing Technologies and RainToday.com. To obtain a complimentary copy of the report, visit: http://www.aberdeen.com/link/sponsor.asp?spid=30410182&cid=6745&camp=2

Find out where your company's marketing asset management capabilities rank among the top performing companies. Take our Marketing Asset Management Assessment Tool: http://assessment.aberdeen.com/F28tl759BD/index.aspx.

Visit Aberdeen.com for additional access to complimentary Customer Management Research.

About Aberdeen Group, a Harte-Hanks Company

Aberdeen provides fact-based research and market intelligence that delivers demonstrable results. Having queried more than 30,000 companies in the past two years, Aberdeen is positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen for insights that drive decisions.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-Hanks (Information - Opportunity - Insight - Engagement - Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen or call (617) 854-5200, or to learn more about Harte-Hanks, call (800) 456-9748.

(C) 2010 Aberdeen Group, Inc., a Harte-Hanks Company
451 D Street, Suite 710
Boston, Massachusetts 02210-1928
Telephone: (617) 854-5200
Fax: (617) 723-7897
www.aberdeen.com