Published: 26 November, 2023

The Month in Digital Marketing for Finance – November 2023

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 Tracking

Post of the Month

JPES Partners – Don’t write off the phone

The written word is now the dominant form of global communication. Whether it’s an abbreviated text, a wordy email or, as recent events have vividly illustrated, an ill-judged WhatsApp exchange, we now invariably reach for a keyboard when we want to communicate. The total number of voice calls made from UK mobile phones and landlines has declined significantly. Take this staggering statistic: in 2012, 235 billion minutes of UK calls were made. By last year, this had declined to 202 billion (if you’re wondering, the shortfall is the equivalent of spending around 60,000 years on the phone). Read more


Marketing Week – Four things we learned at the Festival of Marketing 2023

This year’s Festival of Marketing was an unparalleled source of insight into what marketers are grappling with on a day-to-day basis, and how best to meet these challenges and deliver for their customers. Here are some of the things we learned from 2023’s Festival partners:

1. The role of AI and innovation will only grow
2. Brands should be part of the community on TikTok
3. Authenticity is key to grabbing audiences’ attention
4. Marketing must focus on both sales today and loyalty tomorrow

Read more

ProFundCom – Six Secrets of Creating & Distributing Great Fund Content

After only a few seconds of scrolling through news apps or staring at a television, you’re hit by so much content – long, short, colourful, fascinating, or boring – that you’re bound to forget the lion’s share of it. That is, of course, assuming you read or watched it at all…As the old digital marketing adage goes: content is king. This view hasn’t gone away at all, it just rings true when the content is not only good but authentic. We understand how overwhelming it feels for fund marketers to constantly craft investment content for a range of new digital channels, particularly in the financial world where content is still highly misunderstood. It brings up conversations about gargantuan website projects, or what information should constitute a traditional factsheet. But is that really what investors want to see when they’re trying to understand who you are or what you do? Download report

White Marble Consulting – Crafting Content- Ensuring your content reflects your brand and values

Think of your brand as the edge pieces of a jigsaw puzzle. This is the framework in which your content strategy should sit. Each piece will have its own design and purpose, but they should fit together harmoniously and unite to build a complete picture of your firm. A jigsaw is also a great metaphor for the interconnected nature of an ideal content strategy. The pieces come in all different shapes and sizes, each with its own part of the message, but they provide solidity and structure to the brand. When a piece is put in the wrong place (or, worse, in the wrong puzzle) the overall image / message can become distorted. Read more

Bruce Frumerman –  The Danger In Marketing Too Early To ‘Friends & Family’ — Who Aren’t

“I’m going to start by only marketing my new fund to friends and family,” the emerging manager said to me. My response was a question that had him pause for thought: Will they all be actual family members and actual personal friends? No, it turned out. Most of the people he was really planning to pitch to invest with him were people who work at the investment firm where he used to work, and people who he met over the years who were also in or affiliated with the money management industry. They were not, in fact, personal friends or family. And, importantly, few were even very close business colleagues. Most were just business acquaintances. 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 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


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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