Is There Strategic Value in Marketing Asset Management?
Absolutely! Aberdeen segmented the top 20 percent of respondents in return on marketing investments (ROMI), brand effectiveness, and time-to-market performance to isolate Best-in-Class organizations. Then, we look at what these Best-in-Class companies are doing differently to achieve superior performance. Fifty-seven percent used marketing asset management solutions. The research demonstrates how Best-in-Class achieved the highest performance through a combination of processes, performance measurements, knowledge management practices, organizational culture and technology use. These organizations devote time and resources to maximizing and optimizing digital asset management on an ongoing basis.
