The Month in Digital Marketing for Finance – October 2020

What Was the Marketing Sentiment for Asset Managers, Wealth Managers and Hedge Funds in September 2020?

The chart shows the sentiment across the main financial sectors in September 2020.

• The general trend for this month is that across the board, sentiment has remained the same. There has been, however, a sharp decrease in sentiment for Asset Management. All previous gains in Asset Management have been wiped out with the US elections and the continuing China trade issues along with the uncertainty of Brexit. With minimal fund launches, asset managers continue to struggle to recover from the uncertainty in global markets.
• The Wealth Management and Hedge Fund sentiment continue to stay resilient.
• Sentiment continues to be suppressed by the lack of COVID-19 vaccine progress as cases increase in emerging markets and as winter approaches to fuel a second-wave of the pandemic.
• Hedge Funds and Wealth Managers continue to buck the trend of Investment Management and Asset Management with them remaining in neutral or positive sentiment territory for the fourth month – unsurprising given the differences in investment philosophy. Both these sectors seem to be more resilient to macro-economic pressures.

Access ProFundCom’s Market Sentiment here

Lead Feature

Investment Content Marketing Survey and Forecast 2020 

Just released! The latest report from Savvy Investor provides asset management marketing teams and relationship managers with specific data, practical tips, upcoming content trends and topic forecasts for engaging institutional investors. Download Report Here

Key Findings:

• Institutional investors report that white papers and in-depth reports are the most valued content type and most likely to influence their decision-making
• 90% prefer white papers in PDF format over webpages
• 68% proactively use platforms to find content, showing that syndicating and promoting content is an effective marketing tool for lead generation
• In-demand topics: ESG, Alternatives and Factor Investing

Features

HBR – How to Prepare Yourself for a Return to the Office

In the coming weeks, as quarantine restrictions loosen, companies around the world will begin bringing people back to the workplace. While some may be eager to finally get out of their house, a good number of people are still anxious. And if you’re among them, you aren’t alone. Seventy percent of over 1,000 workers surveyed by PwC said there are several factors preventing them from wanting to return to work, with 51% citing fear of getting sick as their major worry. For others, fear of using public transportation and having no reliable solutions for childcare or homeschooling are also concerns. Read more

Cognito – How wealth managers can help clients feel certain in uncertain times

Like the pandemic itself, financial anxiety is highly contagious. I have yet to meet a person or family untouched by the widespread disruption caused by Covid-19. Those challenges have been myriad. First it was the massive market volatility of March. Then came life circumstances that changed rapidly. Students came home from university. Jobs were furloughed or lost. Retirement savings disappeared. Too many households lost a breadwinner or two to the course of the illness. Read more

White Marble – 5 questions you’ve always had about market segmentation

Investment managers are struggling to differentiate themselves in the eyes of investors. This is a challenge I come across often and something I enjoy finding solutions to. These managers are targeting the same cohort of people, with the same kinds of messages. So, the question in their mind is always – how can we stand out? The answer: market segmentation. Read more

Opinion

It’s time for ‘share of search’ to replace ‘share of voice’ – Mark Ritson – Marketing Week

Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative. Read more

Resource

ProFundCom White Paper Library

– How To Use Automation To Improve The Investor Experience

– How To Improve Client Engagement In The Wealth Management Sector

– The ProFundCom Guide To Effective Blog Marketing

– Using Your Website To Generate Leads

– 6 Ways To Use AI To Boost AuM

Digital Marketing in Finance – Benchmark

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

Upcoming Online Events

7 October – IBM Think Digital Summit – UK & Ireland 2020

The world and the way we work has transformed, giving us all a mandate for change. At Think Digital Summit UK & Ireland we’re bringing together the best and brightest technology leaders to help you beat the odds and brave the storm. Look beyond the uncertainty by joining Think Digital Summit UK & Ireland to shape your future with technology at the heart and emerge smarter, together. From leading a business to coding new solutions, learn from inspiring talks of perseverance and adaptability; collaborate and rethink strategies in 1-to-1 chats with experts; join our host Katie Derham to take part in live debates on hot topics and network with like-minded attendees. Register here

5 – 9 October – The Festival of Marketing

The Festival of Marketing is a unique digital experience where ambitious marketers can discover, learn, celebrate and shape the future together. As the world of business begins the path to recovery, the marketing community will gather at Festival to create a blueprint that will lead their brands through change. 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 is also running a series of courses on marketing. Another excellent resource around managing marketing in a crisis is from Marketing Week