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The Marketers Guide to Justifying Investments in Digital Asset Management

by Jake Athey, June 9, 2009

The digital era has led to an exponential growth in marketing content. As companies expand outbound marketing across multiple channels, content management becomes essential to maximizing marketing efficiency and effectiveness. Solution providers offer an eclectic mix of content management solutions that are designed to help marketers capture, store, and retrieve marketing content – both structured and unstructured.

Aberdeen recently surveyed over 130 companies to understand how organizations justify investments in digital asset management for marketing. This study highlights Best-in-Class practices for managing marketing assets and further validates 2008 Aberdeen research on marketing asset management, which revealed that digital asset management technology is vital to Best-in-Class performance in return on marketing investment, brand consistency, and time-to-market. Access the Aberdeen Group Benchmark Report: The Marketers' Guide to Justifying Investments in Digital Asset Management

Top 3 Reasons Companies Invest in DAM

Five Compelling Facts from the Research, Providing Actionable Benefits for Readers:

  1. Best-in-Class companies are 7.1-times more likely than Laggards to improve annual revenue. On average, Best-in-Class companies improved annual revenue by 18%, compared to an average decrease of 28% amongst Laggards.
  2. Sixty-nine percent (69%) of Best-in-Class companies improved annual customer satisfaction levels, compared to 10% of all others. The average performance increase for Best-in-Class companies was 28%, compared to a 1% improvement for all others.
  3. Best-in-Class companies are 11.8-times more likely than Laggards to improve year-over-year conversion rates. On average, Best-in-Class companies improved annual conversion rates by 12%, compared to a 15% decrease amongst Laggards.
  4. Best-in-Class companies are 393% more likely than all others to shorten sales cycle times. On average, Best-in-Class reduced the length of sales cycles by 22%, compared to a 13% increase in sales cycle time amongst all others.
  5. Best-in-Class companies are 5.9-times more likely than Laggards to reduce the cost of content creation. On average, Best-in-Class companies reduced content creation costs by 17%, compared to a 10% increase amongst Laggards.
Top Two Strategies for Improving Marketing Execution

 

Topics: Resources, Marketing

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