The Month in Digital Marketing for Finance – November 2024
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.
Post of the Month
ProFundCom – 2025 Fund Marketing Outlook Report
The fund world has spoken. From our survey, see how industry professionals view the effects of digital platforms on common challenges from lead generation to analysing data. Where Should Marketing Priorities Lie? 2024 has been an exhilarating time for digital fund marketing. We’ve all witnessed the rise of online personalisation, AI’s status from talk-of-the-town futurism to a widely used automation tool, and moves from multiple platforms to single, consolidated sources of investor data. We hope this survey identifies areas for further consideration (and some helpful solutions) as we head into the new year. Until then, let’s delve straight into the results and continue surging forward! Download Report
Features
Marketing Week – Jaguar has rebranded when it needed to revitalise – Mark Ritson
I appreciate things have not been easy in recent years. That your once sparkling reputation has been tarnished by poor reliability and a garage full of often average cars. That you’ve been traded from one parent company to another with barely a thought for your brand. And that when you landed at Tata Motors you had to face the ignominy of being outshone by sister brand Land Rover. For every Jaguar sold last year they shifted six. That ratio will disappear completely next year, when Jaguar stops producing or selling anything. For the next 12 months, perhaps longer, the company will make nothing but headlines. Three new EV models will eventually form Jaguar’s new line-up in 2026. Apparently, there is a prototype currently driving around various European roads in disguise. We will find out more in December when a vehicle is revealed at Miami Art Week. Read more
FMC Alpha – Integrating investment marketing for impact
Investment marketers operate in a competitive industry with sophisticated clients and ever-changing markets. Success requires highly-coordinated efficiency and precision. Yet, many firms still conduct their marketing in siloes. In 2025, this can no longer be acceptable; the baseline for achieving your results must be integrated marketing, where alignment and consistency across all your marketing activities drives higher engagement and more measurable ROI. Learn more about the top actions investment marketers can take to foster integrated marketing in a new whitepaper by Lana Brkic. Read more
Cognito – When You Should Post on LinkedIn
Sometimes it is not the content of a post, but the time of the posting that determines its success. Here we will explore how to make sure you post for maximum visibility. Before we get into specific times to post, it’s important to know how LinkedIn’s algorithm decides what and when content is shared with users on the platform. Your feed is not simply chronological, rather it’s a complex formula where age is only one of several factors. The first thing you need to know is that it prioritizes user posts over company page posts. Studies by social management platforms, including Everyone Social, have confirmed this. So, for my fellow corporate social media managers, don’t be discouraged if an individual user’s post of the same content outperforms something from your brand! The algorithm may be the culprit here. Still, every post should be properly optimized with the right formatting and publishing time to ensure all of your bases are covered. Read more
Bruce Frumerman – Are You Misallocating Your Fund’s Content Marketing Budget?
Marketing content beyond just performance reporting is important for money management firms for two key reasons. First, it provides a means of expressing the intellectual acumen of management at the investment firm to prospective and current investors. This is vital because fund performance data is but a validation of how money managers think and run their strategy implementation. Second, content marketing increases the odds of an investment firm being top-of-mind at the right time when an investor who has been conducting due diligence on them decides the time has come to pick which manager on their short list of interesting funds is worth getting their new allocation. Read more
Many funds will agree that the ‘old ways’ of reaching investors feel like aeons ago.If you dug up a marketing time capsule, you’d find a range of dusty monthly periodicals, ‘80s business cards and a FundForum brochure. Nowadays, everything has been replaced with a laptop or an iPhone, and so have the channels they showcase. Time has inexplicably changed how potential investors research and engage with a fund before deciding to part with their money. But it’s taken fund marketers some time to catch them up, let alone stay ahead. While it’s still unknown which future digital paths investors will take, the only surety is that they are likely to muddy the waters even more. After all, the modern buyer journey comprises multiple destinations – touchpoints through social media, websites, portals and subscription forms – where each contact joins at any non-linear stage. Only the most prepared funds will capture their attention to generate and convert leads. 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 20 years, giving users the ability to compare how their marketing campaigns are performing versus sector peers. Further details 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
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
