Millennials who have grown up immersed in technology – and are often referred to as ‘digital natives’ – are increasingly looking to invest in funds. To cater for them, fund marketers must ensure that they can communicate on the channels most suited to this new breed of investor.
This is because digital natives have radically different ideas about how they want to communicate and the level of personalisation they expect from service providers. This means that the days of just having a telephone number and email address as contact points are fading fast and recent years have seen many firms adopt webchat and social media as extra communication methods that appeal to the younger generation of investors.
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