There are common principles that define all of marketing. Who can forget the four P’s, after all?
But when you drill down – industry by industry – you’ll find unique challenges. Marketers in the asset management business certainly have their own challenges: a tough regulatory environment, a need to get closer to customers, etc.
Asset management has always been about establishing trust. But as communication fragments and digital channels proliferate, asset management marketing needs a strategy for a new set of challenges. Here are three of the biggest.
1. Getting Compliance Right
There’s just no getting around this one. Asset management marketing needs to comply with some tough regulatory requirements. This can feel daunting.
For instance, SEC Rule 204-2 demands that advisors keep and maintain detailed records of communications with investors. Today, there are tools for helping meet these requirements like auto BCCs for email. This tools makes it simpler to generate an automatic audit trail of the “who, what and when” for future review.
2. Getting Personal
The mass blast mode of marketing is no longer viable in today’s environment. Asset managers need to build trust their institutional investors, and the only real way to do that is through a one-to-one relationship. So marketers in the space need best practices for delivering a personal touch. Put simply, asset management marketers need to segment and more accurately target the right person at the right time if they’re going to successfully build trust.
3. Making the Most of Data
The rise of big data has impacted virtually every industry, and financial advisors are no exception. Leaders in the industry are looking to better insight – the kind of insight that helps bring in new clients and create that more personal, tailored experience.
According to a benchmark survey from Charles Schwab of investment advisors, 72% consider using technology to increase advisor productivity and client engagement a high priority. Data allows asset management marketers the opportunity to truly understand clients’ needs. But the goal is to rule the data, not let the data rule over you.
These are just a few of the big challenges facing marketers in the asset management industry. To learn how modern marketers are tackling issues like regulations, emerging markets and more, download the free “Spotlight on Asset Management: A New World of Opportunities.”
