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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