Published: 28 February, 2022

The Month in Digital Marketing for Finance – February 2022

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

Bruce Frumerman – When 1 = 3: A Portfolio Manager Marketing Sin Of Omission

What portfolio managers know, how they codify this knowledge, how they apply that to running their portfolios, and how effective they are in educating people to understand and buy into how they invest are four different things. When a money management firm finds it difficult to attract sticky assets there is often a disconnect between the first three points and the fourth. This is not a rare occurrence. My financial communications and sales marketing consulting firm has over 34 years of direct experience in seeing such challenges play out at investment management firms of all sizes and investment strategy types. Today let’s look at one such problem that creates barriers to asset raising. My firm refers to this issue as being one of the portfolio manager’s marketing sins of omission. It’s the one where one really equals three.  Read more


White Marble – Nine investment marketing trends to watch in 2022

The investment management industry is facing significant change on a number of fronts. Similarly, investment management marketers must adapt to ensure their brands can remain competitive. Our team looks at the nine biggest trends that will shape asset and wealth managers’ marketing over the coming year.  Read more

Marketing Week – Hybrid working is important to more than 80% of marketers

Companies will need to offer hybrid and flexible working arrangements to attract the best marketers, according to the 2022 Marketing Week Career and Salary Survey. Some 82.6% of the 4,463 marketers surveyed say hybrid or flexible working is either important or very important to them. When looking solely at a comparison of ‘very important’ job characteristics, hybrid working comes in fourth (49.6%) behind a good working environment (70.4%), fair financial rewards (60.7%) and the opportunity to advance your career (55.6%). Read more

Cognito – Why financial brands are diving into the influencer market

Goldman Sachs, the bluest of blue chips, is investing in the influencer market.The news that the investment bank has hired a vice president to focus on social media and cultivating influencer relationships made it official – this will be the year of business to business influence online. Last year influencer marketing-related services and companies grew by 26%. The industry could reach $16.4b in 2022. Most of this strong growth comes from brands experimenting with new ways to reach customers during the pandemic. Even the stogiest of companies is realizing that they need to adopt new strategies to target evolving audiences. Read more



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 February 2022.

What Was the Marketing Sentiment for Asset Managers, Wealth Managers and Hedge Funds in February2022?


For more details on this month’s market sentiment click here

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