The Month in Digital Marketing for Finance – May 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
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.
White Marble – The foundations of building a brand
Brand. It’s something marketers talk about. A lot. But what makes a brand strong? Is it simply the colours, logo and website? Or is it the products you offer, how your capabilities add value to your clients, how you service clients and how you communicate with them? I would say it’s all of the above and much more. Read more
Marketing Week – Pret’s former marketing boss on the secrets of a growth mindset
Brands chasing growth could begin by looking for different routes to success, from distribution to innovation and a shift in positioning. Speaking yesterday (25 May) at the Festival of Marketing Leadership Summit, former Green & Black’s and Pret marketing boss Mark Palmer – who is now cofounder of drinks brands Cawston Press and LA Brewery Kombucha – shared lessons from his almost three decades marketing, from plumping for premiumisation to giving innovation the chance to breathe. Read more
AlphaWeek – Digital Assets Outlook Europe 2023
The digital asset hedge fund industry has experienced significant growth in the past few years as more dedicated firms have entered the space and more traditional managers have begun to incorporate digital asset strategies into their investment processes. AlphaWeek is producing Digital Asset Outlook Europe 2023, an in-person event on November 9th in London that will connect investment managers and institutional investors to discuss the latest opportunities and challenges that this still nascent sector of the hedge fund industry provides. Super early bird tickets available until September 9 – complimentary tickets for allocators. Click here for the event website where you can find out more. Register here
Peregrine – Drawing Parallels Between Operations & Integrated Marketing Communications – Blackstone vs Brookfield
Clearly, we will have to wait to see how Brookfield’s major operational pivot impacts their battle with Blackstone to become the first trillion-dollar Alts firm. In the meantime, Brookfield may wish to reconsider the effectiveness of its integrated marketing communications activities. 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
Resources
Benchmarking
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 May 2022.
For more details on this month’s market sentiment click here
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
