The Month in Digital Marketing for Finance – April 2023
The ProFundCom team has curated the best events, opinions, insights and resources relating to digital marketing from the previous month as well as looking forwards to the month ahead. The team not only look to bring you the best articles for investment managers and hedge funds but also articles, in general, that marketers find useful.
Sentiment Tracking
Post of the Month
ProFundCom Report – How To Boost AuM By Aligning Your Fund Distribution & Marketing Teams
When it comes to funds, alignment is good. Everyone who works at a fund – whether they are talking to clients, analysing data, handling payroll, or making the lunchtime sandwiches – should understand and appreciate the role of each department.Because when there is cooperation and alignment across a firm, it leads to a consequent boost in AuM. But this is easier said than done, as each department has its own responsibilities, priorities and aims, which often don’t align easily with that of other teams. And one area where this is particularly true – but where alignment is so desperately needed – is the relationship between the fund distribution and marketing teams. These two teams, both with the same ultimate aim of raising and retaining assets, often operate as separate silos. Although they are both working to achieve the same thing, they have a different stake in the process and can end up falling out and resenting the other. Download Report
Features
White Marble Consulting – The Investment Marketing Scoop: Clear client benefit
Encouraging push back if client centricity is unclear. Jack Ma, the founder of e-commerce giant Alibaba and officially the richest man in China, is credited to have said: “Forget about your competitors, just focus on your customers”. In recent conversations with our clients within the investment management industry we have witnessed, not surprisingly, a slow but steady shift of mentality and attitude, and consequently strategies, from product to costumer centricity. Read more
JPES Partners – Lining up your ducks in comms
Time and time again, we have all seen examples of companies (and, in some cases, governments) seemingly getting their wires crossed, releasing contradictory statements, and generally making a bit of a mess of their external comms. Whether you’re a consumer or a pension scheme trustee, no one likes being told one thing one day, and then another thing the next without good reason. Read more
Marketing Week – Progress will only happen if there is jeopardy
Making mistakes is no bad thing. Learning from them is what will make you a better marketer. I started drafting my latest column a fortnight ago on Bud Light after the brand was boycotted by far-right activists over its partnership with transgender TikTok star Dylan Mulvaney. It focused on the fact in most cases consumers don’t give a shit about brands. That people moaning about Anheuser-Busch’s choice of influencer probably don’t drink Bud Light nor ever will. And how brands have a long and celebrated history of finding interesting ways to get infrequent buyers to notice and hopefully remember their brand. On balance I saluted its strategic approach to address declining sales, and its use of disruptive tactics. Read more
Peregrine – Why Direction is More Important Than Speed
In a world obsessed with speed, this is a fundamental observation. Most brands are more concerned with growing instead of taking the time to assess their direction of travel.As we’re now seeing, for every Manager with a solid brand strategy there are dozens whose only strategy was growth. And as the tide of cheap capital recedes, many are left exposed. If only they had had a set of guiding principles. Read more
ProFundCom – Five Powerful Automations That Will Boost Your Fund Marketing
How do you do more with less? That’s the question facing most fund marketing teams, as the powers that be expect them to produce Rolls Royce results on Nissan Micra budgets. And this is especially true at present. Because, when economic times are tough, two things happen: Tea and biscuits are removed from meetings. Marketing budgets are slashed. Yet, just as fund marketing teams are left with less money, they are charged with providing more value – as the pressure is on to drum up more business. So, the C-suite is calling for better results, but with less money to invest. And that’s a tricky position to be in. Happily, there is a way around this problem – and that’s to use the power of automations in your marketing. Download whitepaper
Resources
Benchmarking
The ProFundCom Digital Marketing Benchmark provides real-time access to all of ProFundCom’s digital marketing data from over the last 15 years, giving users the ability to compare how their marketing campaigns are performing versus sector peers. Further detail of how other organisations are carrying out similar processes and the associated results are also available. The anonymised data is over 10 terabytes in size (which interestingly is the amount of data produced by the Hubble Space Telescope per year!) and will be split into different industry sectors as well as AuM. Access ProFundCom Benchmarking here
Market Sentiment
The chart below shows the sentiment across the main financial sectors in April 2023.
As a fund marketer, testing your email marketing campaigns on different devices and email clients is one of the most important tasks. Couple that with compliance, avoiding the JUNK folder, and avoiding getting added to blacklists. What most fund marketers have found is that generic mailing platforms just don’t have that ability. Whilst ProFundCom has this built into our platform, we have made this available as a free service if you are a financial marketer. If you provide us with the HTML in the form below we will run the following tests on the email
Instant Previews – Instantly see how your email will appear on over 70 different email clients Instant Blacklist Report – See whether your sending address is blacklisted on popular domain blacklists Instant SPAM Check – Rate how likely your email will end up in Junk folders Instant Compliance – Compare your email’s content against compliance heuristics
