SOURCE: Aberdeen Group

November 12, 2008 12:55 ET

Mobile Marketing Enables Companies to Achieve Broad Range of Benefits

New Aberdeen Report Investigates How Companies Capitalize on Mobile Marketing as an Intimate Yet Ubiquitous Way to Reach Consumers on the Go

BOSTON, MA--(Marketwire - November 12, 2008) - Given recent advances in mobile devices and related technologies and standards, it's no surprise that a growing number of companies are seeking to capitalize on mobile marketing. And while many have already achieved notable success, what works and what doesn't is not always certain, and the related business processes and performance metrics remain somewhat experimental in nature. In the latest research report from Aberdeen, a Harte-Hanks Company (NYSE: HHS), companies reveal how Best-in-Class organizations engage in anytime, anywhere marketing through mobile devices in ways that yield positive business outcomes.

Between September and October 2008, Aberdeen examined the use, the experiences, and the intentions of more than 150 diverse enterprises to create a roadmap for companies that aim to use the mobile channel to drive marketing improvement. The new benchmark report, titled "Mobile Marketing: Going Direct to Consumers' Hips, Pockets and Purses," explains how Best-in-Class companies currently leverage mobile devices to extend marketing communications beyond traditional media to engage with consumers, drive brand awareness, and, ultimately, increase revenues and profitability. To obtain a complimentary copy of the report, visit: http://www.aberdeen.com/link/sponsor.asp?cid=5306

The report reveals striking performance disparities between Best-in-Class companies and Industry Average and Laggard companies. Best-in-Class companies enjoy customer satisfaction rates that are 1.3 times higher than Laggards, for example, and customer retentions rates that are 1.4 times higher. Best-in-Class Companies also experience customer engagement levels that are more than twice as high as Laggards and, most importantly, return on marketing investment (ROMI) rates that are 6.5 times higher. Given the declining effectiveness of traditional marketing programs due to channel proliferation, audience fragmentation, advertising fatigue, and a host of other factors, any opportunity to drive incremental improvement in ROMI is cause for celebration in the corporate boardroom.

"Through a confluence of technologies and standards, including third-generation networks and data packages, the mobile Internet has reached a critical mass," said Jeff Zabin, Research Fellow at Aberdeen Group. "As more and more companies are discovering, it can now enable large-scale mobile marketing programs capable of engaging consumers in unprecedented ways, leading to increased customer satisfaction, customer retention and return on marketing investment. These are key value drivers for practically every company competing in today's business environment."

A complimentary copy of this report is made available due, in part, to the support of the following underwriters: Air2Web and mVentix. To obtain a complimentary copy of the report, visit: http://www.aberdeen.com/link/sponsor.asp?cid=5306

For additional access to complimentary Customer Management Research, please visit http://research.aberdeen.com/index.php/Customer-Management/

About Aberdeen Group, a Harte-Hanks Company

Aberdeen is a leading provider of fact-based research and market intelligence that delivers demonstrable results. Having benchmarked more than 30,000 companies in the past two years, Aberdeen is uniquely 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 http://www.aberdeen.com or call (617) 723-7890, or to learn more about Harte-Hanks, call (800) 456-9748 or go to http://www.harte-hanks.com.

© 2008 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

Contact Information