The Month in Digital Marketing for Finance – May 2020

Published: 29 April, 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.

Upcoming Online Events

Association of Investment Marketers – Induction

Aimed at investment marketers new to the industry or in need of a refresher, the induction is a two-day programme that covers an introduction to investment management and the state of the industry, as well as an introduction to investment marketing. The structured days will provide marketers with an insight into the investment market, its products and the client base that influence their work. It focuses on the challenges relating to industry regulation, while​ also providing an instant peer group of fellow practitioners within the industry. Register here

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 are 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

Marketing needs to show its flexibility and fortitude – White Marble Marketing

I’m going to come clean. I’ve always found those pieces about how ‘the only constant is change’ really clichéd and unimaginative. As a small business of 20+ marketers, based in London and Boston, in full growth mode a little over a month ago (is that all it is?), we’ve always had to be both highly adaptable and highly attuned to our clients’ needs. I think this is just part of doing business in this day and age. And with that age now being under Covid-19 lockdown? It’s not quite the case that ‘we’ll be led by the science’, but at White Marble we are certainly adjusting (and readjusting) based on the inputs. Never before have we needed to be so acute in our hearing and so fleet of foot to market sentiment and client intelligence. This blog really is to share a bit of what we are hearing from our ever-loyal clients (thank you), as much as the wider White Marble team (who I’ve never been more proud of). How are things changing given our remote working structure and investment managers’ increased dependency on marketing to deliver the full client experience?  Read more


Three Ways Digital Marketing Will Change Post COVID-19

For the first weeks of COVID-19, it felt like the end of the world was indeed finally here. The stock market was falling, companies were laying people off, people were forced to work from home, grocery shelves emptied, and, almost every country in the world had infections and deaths soaring – there seemed to be no end in sight. Many of us who have been through other crises before could not help make comparisons of past crises — the dot-com bust of 2000, 9/11 in 2001, the financial crisis of 2008. However, even the most optimistic of us couldn’t help feeling that this was different — never before, in our lifetimes at least, had we seen a crisis with a catastrophic combination of a financial crisis and a humanitarian crisis happening simultaneously and at a global scale. Read more

MarketingWeek – Just 7% of brands ‘seize the opportunity’ to invest more in marketing during Covid-19

The vast majority of marketers are cutting or maintaining their marketing budgets, saying that while finance teams understand the rationale behind investing in media during the coronavirus pandemic, they simply don’t have the money to do so. Just 7% of UK marketers say their brands are taking a strategic approach to invest more in marketing during the coronavirus pandemic, with the vast majority forced to maintain or cut spending in the face of business disruption. Read more

The Practical Guide to Working from Home as a Team – Creately

Many of us had to unexpectedly embrace the concept of working from home recently owing to the current crisis. Though for some of us, it had already become a standard way of working even before COVID-19 changed our lives. Working from home sounds fairly easy, but the challenges are many when you actually practice it. Some teams have been doing this productively for years. For them, it’s just another way to work. It can be as or more productive than on-site work and collaboration. As the world had to suddenly shift towards #WFH, we put this guide together to give you practical tips and tools on how to stay productive as a team when you work remotely. It is an effort towards helping you understand how you can make this an opportunity to create a working culture that is more transparent, motivating and empowering. Read more


What The Coronavirus (COVID-19) Means For Marketers – Neil Patel

By now you have heard about the Coronavirus. The sad reality is that it is spreading quickly and will continue to spread for a while. Did you know that we are getting roughly 13,000 new cases a day and it’s growing fast? No one really knows how many people will be infected (or will pass away sadly), but it has caused the global stock markets to crash, which means as a business (or even a marketer), you will be affected. Well, before I go into that, let me be clear on what marketers should NOT do. Read more

MarketingWeek – How MoneySuperMarket pivoted to reflect the ‘economic mood’ of Covid-19

Marketing Week Explores podcast, acting features editor Charlotte Rogers catches up with MoneySuperMarket marketing director Lloyd Page and Annie Gallimore, managing director of Engine Creative, to discuss how they developed new creative at the onset of the Covid-19 lockdown. Page quickly realised that many people across the UK were experiencing financial anxieties due to the nationwide lockdown and that MoneySuperMarket’s ‘Get Money Calm’ positioning was needed more than ever. Read more


Digital Marketing in Finance – Benchmark

The ProFundCom digital marketing Benchmark will provide 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 will also be 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

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