Published: 31 January, 2024

The Month in Digital Marketing for Finance – January 2024

The ProFundCom team has curated the best events, opinions, insights and resources relating to digital marketing from the previous month and looking forward 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 for the Month

Post of the Month

ProFundCom – ProFundCom Report – Digital Marketing Review of Top 100 Hedge Funds 2024

We’re following up on our inaugural edition to see what improvements these top-performing hedge funds have been making to their websites since we reviewed them in 2022. We based our 12 assessment criteria on the accessibility of information and quality of engagement, adding a couple of extra points to this year’s edition to give a new angle. After hours of thorough research and analysis, we concluded that many hedge funds use digital marketing, but not all use it effectively. Just three firms scored highly according to our criteria, with totals of 80% and above, and only 47 firms scored over 50%. A staggering 25 firms scored 30% or less. That means a quarter of the world’s biggest hedge funds have average to poor digital marketing, with significant room for improvement. If these hedge funds made small tweaks, they could dramatically improve engagement and make information more accessible, bolstering their ProFundCom ranking. Download report


JPES Partners – Asset owner priorities in 2024

JPES Partners’ Head of Investment, Matt Rogers, and consultant, Philip Robinson, discuss the key findings from the 2024 edition of our latest annual Asset Management Agenda research. The study was based on 37 interviews with senior decision-makers at asset owners which control more than £2trn of AUM. Access report

Marketing Week – Profit warnings, overworked marketers, biased AI concerns: 5 interesting stats to start your 2024

Almost one in five (18.2%) UK-listed companies issued profit warnings in 2023, with businesses operating in the consumer discretionary space being the biggest offenders. The proportion of UK-listed firms issuing profit warnings last year was higher than it was in 2008, when the financial crash started. In 2023, 294 UK-listed firms issued profit warnings. This is a slight improvement from 2022 when 305 companies issued profit warnings. Last year, firms in the consumer discretionary space issued the highest number of profit warnings. Over one in three (35%) of those issuing profit warnings were consumer discretionary businesses. The data suggests cost pressures are beginning to have less of an impact on businesses, though. Just 10% of profit warnings in 2023 were due to cost pressures, versus 41% in the fourth quarter of 2022. Higher interest rates and delayed corporate spending both played a bigger role in putting pressure on firms’ profits. Almost a quarter of profit warnings last year related to interest rates. Read more

White Marble Consulting – Sustainability in 2024 – What investment marketers need to look out for

The past year has been a particularly challenging one for sustainability and ‘ESG’ investing. It is inevitable that an element of fatigue starts to set in when a topic has dominated the conversation for so long, but the strength of the backlash in some corners has taken many by surprise. At its heart, sustainable investing is about putting money to work in a way that does minimal damage to the planet, has some measurable benefit, and delivers an investment return. When done with authority, integrity and genuine adherence to the overarching principles, ESG, responsible or sustainable investing is pretty difficult to argue against. That hasn’t stopped many people from trying, however. White Marble’s Benjie Elston, Head of Sustainability, shares the top five trends he believes investment marketers should keep an eye on in 2024. Read more

Cognito – Top Cognito blogs from 2023

In 2023, Cognito published nearly 80 blogs on its website. These cover a wide range of topics including AI and new tools, Google Analytics, sustainability communications, conferences such as Money20/20, regional media relations considerations, among many others. Some, of course, can be niche and specialist, while others have broader appeal or happen to be highly topical with what’s happening in the news at that given moment and end up generating impressive readership figures because of that. This year there was certainly a thirst for AI content and advice on how to use and implement the technology for comms and marketing purposes. This was certainly in evidence when I looked at the performance and popularity of our published content, with AI-focused blogs outperforming. Read more



The ProFundCom Digital Marketing Benchmark provides real-time access to all of ProFundCom’s digital marketing data from over the last 20 years, giving users the ability to compare how their marketing campaigns are performing versus sector peers. Further details 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


ProFundCom Whitepapers

ProFundCom Free Tools

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

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