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The Marketers' Guide to Justifying Investments in Digital Asset Management

Recent Research Quantifies the Value of Digital Asset Management Through Revenue Growth and Cost Reduction

BOSTON, MA -- (Marketwire) -- 06/09/09 -- A recent study, The Marketers' Guide to Justifying Investments in Digital Asset Management, conducted by Aberdeen 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 of digital asset management through 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."

The study allows readers to validate their current performance relative to peers and competitors and identify recommendations to increase return on marketing investment (ROMI) and improve brand consistency. A complimentary copy of this report is made available due in part to the following underwriters: Saepio and Widen. Furthermore this research is being disseminated to the market through the support of various media outlets, such as the ECT News network and American Marketing Association. To obtain a complimentary copy of the report, visit: http://www.aberdeen.com/link/sponsor.asp?cid=6060

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 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.

© 2009 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

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Media Contact:
Ian Michiels
Aberdeen Harte-Hanks
(925) 264-1824
ian.michiels@aberdeen.com

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