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: Media Contact:
Jeff Zabin
Aberdeen Harte-Hanks
(847) 328-4795
Jeff.zabin@aberdeen.com