Published: 30 June, 2022

The Month in Digital Marketing for Finance – June 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

Peregeine – Schroders Integrated Approach To ESG Communications

At the top of this year’s rankings, BNP Paribas AM, Robeco, and Schroders proved their position as frontrunners in communicating about ESG through traditional earned media. However, we also wanted to examine how firms use social media assets to communicate their ESG proposition. To do this, we analyzed the LinkedIn, Twitter, YouTube, and Instagram accounts of the three managers to gauge how these firms are building Brand Awareness through social media channels. Read more


White Marble – Standing out in a sea of green: does your creative differentiate your brand?

Over the last year we have worked with many investment managers on their brand positioning and messaging, and how they can get cut-through, particularly when it comes to sustainability. The key? You need to be relevant, differentiated and authentic.  Read more

Marketing Week – Why context, not content, is king in advertising

If marketers want to create digital campaigns that resonate with the right consumers, then context – be it ad placement, targeting or creative – is crucial. When Facebook went dark in October 2021, marketers around the world panicked; understandably, too. Advertisers spend around two-thirds (65%) of their digital budgets on just two channels: Facebook and Google. In fact, during the six hours that the former was unavailable, it was estimated the social media platform lost some $79m (£60m) in advertising revenue. Read more

ProFundCom – Using CRM and Digital Marketing to Raise AUM

The world of fund marketing – and how people interact within it – has been turned upside down. But one thing hasn’t changed. The most important thing you can concentrate on is to identify new sources of assets and spot where assets may be about to leave. This boils down to people – those who may be ready to invest with you and those existing investors who could be preparing to redeem. But thanks to both existing trends and the pandemic, the art of connecting and communicating with people isn’t what it used to be. It’s now almost entirely a digital process. So, to connect with these invisible investors – who you will probably never meet – you must use digital channels, systems and techniques. We have summarised this in a four-part series on LinkedIn but are available below.

Part 1 – Channels Read more

Part 2 – Investment Read more

Part 3 – Nurture  Read more

Part 4 – Workflows Read more

Cognito – Diversity: More Than a Badge of Honour

Handling corporate messages relating to diversity and inclusion is a sensitive process. Diversity, by nature, is a very personal subject, especially so for those whom encounter issues relating to it. For-profit corporations—no matter how considerate—are structured to offer legal and commercial benefits to their owners, and thus must consider what they have done to earn the right to lead conversations on diversity.  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 June 2022.


For more details on this month’s market sentiment click 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

If you want to find out how ProFundCom can help you use digital marketing to raise assets schedule a demo here

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