[June 17, 2015] |
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Survey of Marketing Executives Reveals Top Opportunities and Challenges for Building Investment Management Brands
A new survey of marketing executives reveals the most pressing
opportunities and challenges facing investment management firms amid the
increasingly competitive environment and evolving media landscape. The
study, conducted by financial services marketing and public relations
consulting firm BackBay Communications and Osney Buy-Side, the leading
organizer of premier investment management events, found that investment
management marketing professionals are focused on building strong brands
to differentiate their firms and highlight their competitive advantages.
They see content marketing as their most effective means to build and
reinforce brand reputation, and more than 78% of those polled are
planning to increase spending on content marketing in the next 12 months.
In the survey, an overwhelming 97% of investment management marketing
executives said developing a strong brand is either "very important" or
"somewhat important" given the current competitive landscape. The
majority of those polled identified "expertise," "investment returns,"
"thought leadership," and "clearly articulated firm positioning" as the
key attributes that contribute most to a strong investment management
brand.
Eighty-nine percent of respondents said "content marketing/thought
leadership" is among the most effective means of communicating brand
strength, matching the response rate of those citing "personal meetings"
as the most effective strategy. Other top effective communication tools
and strategies identified include "marketing collateral," "conference
speaking," and "media relations."
For content marketing initiatives, among those polled, 92% identified
white papers as the most popular medium, while 84% cited "market
commentary" as their preferred content. Over half also cited webinars
and video, while just over a quarter of those polled also incorporate
blogs as part of their content strategy. Moreover, 79% anticipate
producing more white papers and research over the next 12 months.
It follows that the two leading areas in which marketing executives at
investment management firms plan to increase expenditures in the next 12
months are content marketing (78%) and website development (72%).
"There is a growing recognition among investment management firms that
they need to develop a strong, trusted and clearly articulated brand,
and they see content marketing as playing a key role in demonstrating
their unique expertise, insights and approach," said Bill Haynes,
President & CEO, BackBay Communications. "Buildin a strong,
differentiated brand should be supported by solid research, shaped
around a firm's competitive strengths, and then carried forward through
an integrated, content-driven marketing communications program that
draws on an array of complementary communications tools. These tools
increasingly include traditional media relations as well as videos,
mobile-friendly websites, social media, blogs, email marketing,
webinars, events and bylined articles, which together can deliver
greater consistency and efficiency of message dissemination than ever
before, and provides a catalyst for client and prospect engagement."
Investment management marketing executives say the biggest hurdles to
developing a strong brand are developing a differentiated brand message,
budget constraints, and senior management buy-in.
Investment management firms are not very active on social media, with
only 8% of those polled saying they love it and use it regularly.
Interestingly, nearly half, or 42%, have a social media presence but do
not use it regularly.
Survey Methodology
BackBay Communications and Osney Buy-Side conducted an online survey of
investment management sales and marketing executives in May 2015. The
survey was completed by 33 respondents, who represented institutional
investment managers (67%), mutual funds (18%), hedge funds (6%), RIAs
(3%), consultants (3%), and other (3%). Eighty-two percent of
respondents were from North America, and 18% were from Europe. In terms
of assets under management, 12% had AUM of $500 billion or more, 21% had
AUM of $201 billion to $500 billion, 6% had AUM of $100 billion to $200
billion, 9% had $50 billion to $100 billion, 9% had $25 billion to $50
billion, 3% had 10 billion to $25 billion, 24% had $1 billion to $24
billion, and 15% had less than $1 billion.
About BackBay Communications
BackBay Communications is an integrated branding, marketing, advertising
and public relations firm focused on content-driven communications for
the financial services sector including asset managers, investment
advisors, private equity firms, financial technology companies and
banks. BackBay takes a brand-centric approach to developing messaging
and building integrated communications programs, featuring content
marketing and digital delivery. BackBay offers a unique combination of
content and creativity. BackBay's services include public relations,
branding, marketing plans and materials, videos, digital and print
advertising, website development, and social media. BackBay is highly
regarded for thought leadership initiatives and relationships with the
major business media. For more information, please visit www.BackBayCommunications.com.
About Osney Buy-Side
Osney Buy-Side is the investment management division of OsneyMedia,
whose products cater to investment management practitioners responsible
for Technology, Operations, Data Management, Performance Measurement,
Investment Risk, Client Reporting & Communications, Marketing and OTC
Derivative Operations. Through a combination of live events, bespoke
training courses and the membership-based Performance and Risk
Association, our products reach hundreds of buy-side practitioners
across the globe. Our dedication to providing this community with
first-hand, business-critical information makes all of our products
leading edge. For more information, please visit https://www.osneybuyside.com.
For the full results report, please visit: bit.ly/1ffo3qL
For an infographic, please visit: bit.ly/1BkVD8w
View source version on businesswire.com: http://www.businesswire.com/news/home/20150617005343/en/
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