The Marketers' Guide to Justifying Investments in Digital Asset Management

BOSTON, MA–(Marketwire – June 9, 2009) – A recent study,The Marketers’ Guide to Justifying Investments in Digital Asset Management, conducted byAberdeen Group, a Harte-Hanks Company (NYSE:HHS), explores strategies for justifying investments in digital asset management for marketing and identifies how companies are leveraging digital asset management to thrive, not just survive. “The research quantifies the value ofdigital asset managementthrough revenue growth and cost reduction,” explains Ian Michiels, Practice Director of Aberdeen’s Customer Management Technology Group and author of the study. “The data reveals that top-performing companies centralize asset management and tightly integrate asset management within marketing processes.” The study identifies current trends in marketing asset management technology adoption, the necessary organizational competencies to support the technology, and the integrated capabilities that are most valuable to organizations that use digital asset management tools.

The research reveals that the current economic climate has changed the way companies evaluate digital asset management (DAM) solutions. Just one year ago, the top two challenges companies sought to mitigate with DAM investments were improved return on marketing investments and brand consistency. In 2009, these two challenges were identified by respondents as secondary pressures. “Today, the number one reason all companies are turning to digital asset management is operational productivity (66%),” explains Michiels. “Companies are desperately trying to supplement a lack of top line revenue with increased productivity to maximize profitability.”

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