Published: 4 October, 2023

The Month in Digital Marketing for Finance – September 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

Lessons from the LDI crisis: 1-year on

Twelve months on from the LDI crisis that rocked markets and toppled a Prime Minister, JPES Managing Director, Miles Donohoe, looks back to see whether there are lessons to be learned. This week marks the one-year anniversary of the Bank of England being forced to intervene to stabilise the gilts market, after former Chancellor Kwasi Kwarteng’s unfunded tax cuts rocked the UK’s financial markets, causing gilt yields to soar and prices to fall.Notably, it also brought down the Premiership of Liz Truss, mere weeks after being ‘appointed’ to the role, and fuelled a negative (or laughable – depending on your view) image of the U.K. abroad. No one will forget that a lettuce outlasted a Prime Minister. 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 – Where global messaging and local language converge

In this episode Kirsten Hastings, Head of Content at White Marble, is joined by Coredelia Hughes, Regional Vice President at RWS Group, and Lauren Glossop Marketing Consultant at White Marble. During this episode they delve into a range of topics, including content; specifically the challenges facing the financial services industry when it comes to delivering regulatory-compliant content in multiple languages, the growing threat of AI and ensuring accessibility. Listen here

Marketing Week – The UK’s Top 100 most effective marketers revealed

Marketing Week is proud to unveil 2023’s Top 100 Most Effective Marketers, sponsored by Digitas, a comprehensive list that represents the best of the best working in the UK marketing industry today. The final 100 marketers, who span many categories across both B2C and B2B, were chosen based on their contribution to business success, for their impact and influence both within their company and the wider industry, and for their innovative thinking and leadership during what has been another challenging year. To ensure we are able to cover as many sectors as possible, we have three new category groupings for 2023. Consumer goods, tech and automotive becomes consumer tech, manufacturing and automotive; regulated industries has evolved to become professional services, utilities, health and life sciences and we have added entertainment to the media and telecoms grouping. Read more

Cognito – Telling net-zero stories in the age of climate skepticism

We recently hosted an event in our London office on communicating about the climate transition, part of our ‘Cognito in Conversation’ breakfast series. We welcomed a fantastic panel of experts whose day-to-day jobs directly or indirectly touch on communicating about sustainability: Rob Doepel, UK & Ireland Managing Partner for Sustainability, EY; Joe Cockerline, Senior Communications Specialist, UN Principles for Responsible Investment (UNPRI); Rachael Smith, Senior Manager and Vice President, EMEA Marketing, Dimensional Fund Advisors; and Lukasz Biernacki, Communications & Marketing Lead, Climate Action Data Trust. Tied to the theme of ‘Telling net-zero stories in the age of climate skepticism’, the panelists delved into challenges surrounding how companies can communicate about climate transition. This included engaging an audience on a topic as varied and personal as climate change, how to consider comms activity around some of the backlash we are seeing in areas such as ESG and carbon markets, and ways to integrate sustainability into company cultures. Listen here


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


 

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

If you want to find out how ProFundCom can help you use digital marketing to raise assets schedule a demo here

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