In simple terms, customer-centric marketing means giving the customer what they want, in terms of the tools and resources they need to effectively evaluate what is on offer and, hopefully, choose your products or services.
This is a marketing trend that has been driven by the huge digital advances of the last couple of decades, which mean that potential buyers have all the knowledge and information they need at their fingertips. In the funds sector this has led to the influence of relationship managers waning, thanks to the rise of a generation of millennial investors who rely on their own digital research to inform their investment decisions. So, customer-centric marketing means supplying potential and existing investors with information that singles your firm out as a trustworthy and knowledgeable provider – and the best way to do that is through your website. Today’s investors want a site where they can quickly find information about a certain fund or product through a user-friendly interface. So, you must have an interactive site, packed with up to date, helpful content, where it’s quick and easy for people to find exactly what they need.
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