The Month in Digital Marketing for Finance – April 2024 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. Post of the Month Peregrine – The Global 100 Asset Management Marketing Report 2024 In 2024, the asset management industry faces huge challenges. With global AUM decreasing by $18 trillion, consolidation growing apace and both market and media sentiment worsening, it’s clear that managers are operating in a particularly difficult environment. Nevertheless, adversity creates a diversity of outcomes. In this, our fifth annual study into the marketing effectiveness of asset management firms, it is clear that the winners are category-defining. This is less about size and more about conviction and a clarity of purpose. The clear takeaway is that it is more important than ever for managers to double down in areas of meaningful differentiation, or through high-quality value-adds like partnership and firm culture. On the flipside, we expect managers to exercise caution when it comes to heavily-scrutinized hot buttons like ESG, sustainability, private markets, and digital assets. Download Report Features White Marble – How well does your culture reflect your brand – and vice versa? Culture is an integral, oft-discussed element of how a firm is perceived externally. Consider how negative news of a firm’s culture can leave a lasting impact for months, if not years. Despite this, the connection between culture, brand and communications, and its difference in galvanising employees and generating cut through is often minimized. This mismatch is top of mind here at White Marble: How can culture, which is so frequently mentioned and discussed, remain so hard to define and harness? To go about finding an answer, we recently engaged with a dozen senior-level communications and HR professionals to get a glimpse into how their firms are approaching alignment of their internal values with their external perception. Read more ProFundCom – Your AI Roadmap For Fund Marketing Whether you start the day with coffee and a newspaper, scan social media on your mobile, or open your laptop to a web browser, you will be familiar with artificial intelligence (AI). It’s no longer a futuristic concept from the pens of science fiction writers. Instead, its current power lies at 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 its practical use was minimal. Things seem to have changed rapidly, with ChatGPT entering the mainstream and spinning up pages’ worth of readable material. It has helped many understand that 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 of, 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 and then supercharge it to new levels. It’s time for fund houses to stay up to date. Luckily, AI can be implemented right away. Download Report Marketing Week – What great customer experience looks like in financial services Brands in the financial services sector bear huge responsibilities to their customers, but they also have immense opportunity to earn loyalty through great customer experience – something that is vital in a transforming industry which is growing increasingly competitive. In the second of five featured sectors in this year’s CX50 list, below we reveal the names of 10 customer experience professionals who have stood out from their peers as high achievers and thought leaders at financial brands. Compiled by Marketing Week in partnership with Cognizant and Adobe, the CX50 list celebrates those who are excelling at customer service, digital innovation, data-driven insight and more. 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 details 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 How To Boost AuM By Aligning Your Fund Distribution & Marketing Teams Five Powerful Automations That Will Boost Your Fund Marketing Six Quick Wins That Help Fund Marketers Raise And Retain AuM Five Steps To Creating And Distributing Great Fund Marketing Content How Can Funds Use A CRM To Raise And Retain Assets? The ProFundCom Guide To Effective Thought Leadership Content How To Use Automation To Improve The Investor Experience Four Digital Marketing Trends That Will Help You To Raise Assets How AI Can Shape The Future Of Your Fund Marketing And Help You Boost AuM 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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