The Month in Digital Marketing for Finance – July 2020

Published: 29 June, 2020

The ProFundCom team have 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. Let’s hope we get to the new-normal as soon as possible.

Post of the Month

How much of the new-normal investor journey is digital? All of it. View the full post here

Upcoming Online Events

9 July – How Asset Managers Can Drive 1:1 Personalization – Financial Services Forum

The asset management industry is being assailed from all sides by a new generation of digital startups and service providers, each one promising your institutional and private wealth clients better service, lower fees and less friction. However, the standard has been set by consumer brands like Netflix and Amazon whose responsive experiences predict customer intent and deliver relevance in every interaction. Financial services leaders need to understand this shift in client expectation and drive initiatives that deliver personalized and predictive digital experiences. Register here

22-23 July – ADOBE – Experience Maker

Learn to adapt to today’s digital world at this new virtual event. We’ll be bringing together the best thought-leaders in commerce, B2B marketing and customer experience to inspire you and give you impactful ways to prepare for the future in this era of ‘Business as Unusual’. Learn how others have already successfully changed and scaled their businesses. Hear from Adobe’s leaders about the future they see and how we can best respond. See how faster digital transformation can benefit your business. Listen to breakout sessions on everything from experience-first journeys to commerce business resilience to first-class martech stacks This 2-day virtual event will give you tangible advice on raising the bar and a unique insight into how our customers have been doing just that. Register here

30 June 2 July – FORRESTER – Future Of Finance B2C Buying EMEA Webinar Series

Three powerful forces are driving a shift in European consumer behaviour.

European consumers are increasingly empowered. They are using digital devices in more advanced ways, they want to take control of their choices and they expect brands to blend their offline and online experiences. In short, they are empowered. European consumers are becoming more values-driven. They are increasingly basing affiliation, purchasing and loyalty decisions on their own values, and those of the brands they want to associate with as social media lays the ethics of businesses bare. The pandemic is amplifying and accelerating the shift. As consumers embrace enforced digital behaviours in lockdown, the pandemic has super-charged the urgency for consumer brands to accelerate their digital transformation and become agile.

Join Forrester’s thought leaders as they share their research, best practices and ideas on how your business can prepare for the future of B2C buying in EMEA. Register for one or more of these live complimentary sessions today to reserve your place. Register here (Replay Available)

Various Virtual Digital Marketing Events and Training

There are a number of virtual events and training sessions being offered on the Eventbrite platform. LinkedIn Learning is also running a series of courses on marketing. Our own feedback on using both platforms is that the LinkedIn Learning platform has better-curated material.

Lead Feature

Preparing For Post-Pandemic Asset Raising – Bruce Frumerman

Since the global pandemic and recession took off in March, there have been many rapidly required learning curves for investment firms.

Putting in place work from home office capabilities was, relatively, the easiest challenge. Assessing what the whipsawing markets have done to portfolio holdings was more challenging. Having to respond initially to inbound queries from investors and then beginning to refine improving proactive communications, with the goal of asset retention, remains the greater challenge.

Nothing will harm future asset raising marketing efforts more than having a big outflow of assets from current investors. Therefore, this tip for asset raising in the coming post-pandemic, recessionary world is not about asset raising from those you do not yet know; it is about asset retention with your current client base. Read more

Features

How To Position Your Financial Brand In The New Normal

The early stages of a new era is an opportunity to focus on design, content and PR. Two of the most profound effects of COVID-19 lockdowns on the business world has been its complete disruption of normalcy in terms of both interactions and timing. Zoom meetings have replaced face-to-face, while the pace of “business-as-usual” has altered substantially. The new normal we find ourselves in is at such an early stage, that brands who identify what is temporary and what is permanent and act on those insights have the opportunity to position themselves favourably in the marketplace. Read more

MarketingWeek – Covid-19 is one of the greatest marketing tests of all time

CMO at US entertainment company Endeavor, Bozoma Saint John is invigorated by the cultural change afoot, as the Black Lives Matter movement sparks change in business and Covid-19 challenges marketing KPIs for the better. CMO of US marketing and entertainment business Endeavor, Saint John feels challenged by what she can do to “create new ways of being” and tap into high-speed innovation, which means being prepared to scrap carefully conceived five-year plans. Read more

SharingAlpha – Engaging Potential Investors Whilst Staying at Home

CEO of SharingAlpha, Oren Kaplan in conversation with Paul Das, CEO of ProFundCom on how Sharing Alpha provides professional fund investors and analysts the chance of building a proven track record of their fund selection capabilities.  Access Webinar (Password: 5J**H6R?)

Opinion

Data Analysts: A Critical, Underutilized Resource – Dimensional Research

Nearly every company (98%) is using business intelligence today. Participants say that value is delivered via supporting key decisions, informing executives and driving profit. These benefits are recognized, prompting 7 out of 10 companies to add new teams that can leverage BI and driving plans to hire more analysts. These analysts are recognized as instrumental to the benefits BI provides. A majority (68%) of analysts shared that they have ideas for driving more company profit but, unfortunately, lack the time to implement them. In fact, only half their time is spent actually doing analytics, while over a third of their time is wasted simply trying to access data. 90% shared that numerous data sources were unavailable, leading to delays, or they needed to use data that was out of date, often months old. A majority of those taking the survey indicated they use 11 or more data sources and nearly everyone (96%) now has data sources located in the cloud. Read more

Resource

ProFundCom White Paper Library

– How To Use Automation To Improve The Investor Experience

– How To Improve Client Engagement In The Wealth Management Sector

– The ProFundCom Guide To Effective Blog Marketing

– Using Your Website To Generate Leads

– 6 Ways To Use AI To Boost AuM

Digital Marketing in Finance – Benchmark

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 is 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

Digital Marketing in Finance – Market Sentiment

In conjunction with ProFundCom’s Benchmarking service, the Marketing Sentiment service uses multiple data sources to determine the marketing sentiment for the various sectors in financial services. It is based on press coverage, social media as well as specific opinion pieces. The algorithm is self-learning but we hope that in the next few months it will continue towards AI maturity. The aim of this new service is to help our clients and fellow marketers in finance use the latest AI and Machine Learning tools to fine-tune their messaging. Sentiment analysis is the automated process that uses AI to identify positive, negative, and neutral opinions within an incredibly broad set of data. Access ProFundCom’s Market Sentiment here