Published: 29 October, 2023

The Month in Digital Marketing for Finance – October 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

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

Features

ProFundCom – Benefits of Using AI in Fund Marketing 2023

Whether you start the day with coffee and a newspaper, a scan through social media on your mobile, or by opening your laptop to a web browser, you will be familiar with artificial intelligence (AI). It’s no longer a futurism from the pens of science fiction writers. Instead, its very current power lies in the fingertips of fund marketers everywhere. In our eyes, this is far from a bad phenomenon. A few years ago, AI only echoed in the office corridors, as public knowledge of it being used on a practical day-to-day basis was minimal. Now, things seem to have changed very rapidly with ChatGPT entering the mainstream, spinning up pages’ worth of readable material. It has helped many understand that, in reality, marketers have been honing AI for their outreach campaigns for a while – an even bigger digital helping hand for communications-based teams than some may have been aware, no matter which industry. But that being said, the financial sector still has a lot of catching up to do. Big tech players have entered the chessboard, using applications and platforms driven by the expertise of computer scientists looking to future-proof the current practical uses of machine learning, then supercharge it to new levels. It’s time for fund houses to stay up to date. Luckily, AI can be implemented right away. In this ProFundCom guide, we hope to help familiarise you with its four main marketing benefits, all through using digital platforms you may be familiar with. Let’s begin. Download Report

White Marble Consulting – Crafting Content – How to build a content strategy

Regulation and consolidation have made it incredibly difficult for asset and wealth managers to truly stand out from the crowd. As such, the written word has become one of the last arenas where firms can truly showcase their differences and articulate their value and values. But what is the best strategy when it comes to deciding which message to put into the market and when? At the heart of every content plan should be a clear set of principles and goals that closely align with your company’s overarching strategy. If the two do not fall into lockstep the messaging and audience will get confused. Read more

Cognito – Money 20/20 tips for marketers from Cognito’s experts

Money 20/20 USA is upon us. Last year, 13,000 delegates flooded The Venetian in Las Vegas for what is widely considered the most influential fintech conference of the year. In this industry, there is really none like it. Cognito, as the official agency of record for Money 20/20, provides external communications counsel, secures and coordinates media attendance and coverage, runs the press office and produces content during the week. Each year we have a full team in attendance supporting the conference, but also assisting the many clients in attendance, whether they are speakers, sponsors, exhibitors, or individual delegates. To help companies plan their activity around the conference, I spoke with Cognito consultants who attended last year for their advice and top takeaways. 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


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 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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