Building Effective Apps and Websites for Advisors

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Digital tools like apps and websites are increasingly important for asset managers to incorporate and enhance within their overall advisor marketing and engagement efforts. In fact, recent quantitative data gathered by Cogent Reports have found that mobile apps generate a 47% lift in advisor consideration, with websites trailing closely at 46%. While our quant data looked at the impact of mobile apps and websites, we used qualitative techniques to uncover what providers can do to ensure their mobile apps and websites are engaging advisors and providing a consideration boost.

Digital technology is interwoven across all types of advisory tasks from client relationship management, communication, investment research and news consumption to portfolio construction, risk management and asset allocation. Advisors are seeking new technologies to streamline processes and make the dissemination of information easier. So what do advisors want when they’re using these digital tools?

Mobile Apps

While investment news and financial apps are surging in popularity among advisors and are primarily valued for news notifications, asset manager apps are gaining traction for different purposes. Advisors consider these apps valuable for staying on top of product information and accessing client information on the fly. Continue reading

Digital Marketing to Advisors: Maximizing Effectiveness to Boost Brand Engagement

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Advisor marketing is in a state of flux, evolving rapidly alongside all other types of mobile communication and efficiencies in terms of staying connected 24/7. At the same time, advisors are faced with increasing responsibilities and higher levels of scrutiny on how they service their customers. Asset managers are sensitive to that and seem to understand that constantly barraging these busy advisors with marketing isn’t the best way of capturing their attention or providing a solid ROI. In fact, last year, advisor-reported marketing monthly touches from financial services providers dropped in frequency, from 110 in 2016 to only 101 in 2017. With the number of marketing touches dwindling and capturing advisor attention not getting any easier, asset management firms are funneling more and more marketing dollars into digital campaigns. Is that the right move?

Is Digital Marketing the Right Tool?

The short answer? Yes.

In 2017, advisors cited email as the most effective way to communicate with them, even outranking external wholesaler visits. What’s more, after wholesalers, the digital touches of websites, webinars and mobile apps generate the greatest lift in brand consideration. Continue reading