SOURCE: Aberdeen Group

July 10, 2007 14:00 ET

Online Content Speaks Volumes and Delivers Results

BOSTON, MA--(Marketwire - July 10, 2007) - Companies that actively manage web content with established business processes for measuring and improving content in terms of conversion rates, landing page effectiveness, sales lift on promotions and other page view metrics are forty times more likely to demonstrate year-over-year net revenue increases. In a recent survey conducted by Aberdeen, a Harte-Hanks Company (NYSE: HHS), nearly two-thirds of Best-in-Class (BIC) survey respondents who deliver non-static web pages reported an improvement in conversion rates. In fact, 99% of BIC companies experienced improvement in average web site visit duration and the number of web pages viewed per visitor as a result of their web content delivery strategies.

Maximizing marketing effectiveness was identified as a top pressure by 55% of Best-in-Class companies as the reason for implementing web content management solutions, with 55% of BIC companies citing this as the top reason for delivering dynamic website content. The need to generate revenue was identified by 33% of BIC companies as the second pressure causing them to utilize web content management solutions. On the other hand, those companies performing below the industry average cited the need to strengthen the brand as a top motivator for exploring online content management.

BIC companies are addressing these pressures in a number of ways. They are building and maintaining unique customer profiles as a means of collecting the necessary information to guide visitors through the online environment. A majority of BIC companies also have specific systems in place to gauge content effectiveness for conversions (62%) as a way of assessing the quality of marketing.

"The web has largely become the first point of contact for business interactions with customers, partners, and employees, thereby making a positive online impression a necessity for companies," says John Lovett, a research analyst at Aberdeen. "Companies that consider the effects of content management and delivery practices in perspective of their entire business tend to achieve better results."

This research report, underwritten by ClickCommerce, RedDot and Tridion, educates readers on how to gain a competitive advantage by utilizing online content management systems. It also provides the results that BIC companies have seen across key metrics after employing online content management systems and compares these companies to the Industry Average and Laggards who have not yet pursued a similar strategy.

To obtain a complimentary copy of the report, visit: http://www.aberdeen.com/link/sponsor.asp?cid=4010

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.

© 2007 Aberdeen Group, Inc., a Harte-Hanks Company
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