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Category Archives: Advertising
The Fragmented Business Of Reaching Financial Advisors Online
Life has gotten more complicated for asset management marketers interested in reaching financial advisors online.
In the simplest scenario, financial advisors—current producers and prospects—would regularly visit asset managers’ password-protected Web sites, and marketers would be able to meaningfully interact with them there. But, this is a pipedream—as defined: “a fantastic but vain hope.”
A financial advisor communications plan that puts your site at the center ignores at least two market realities:
- An increasing number of Web sites are using frequently refreshing content, peer networking and other functionality to draw the attention of advisors.
2010 Marketing Predictions Highlights
This is such an imaginative time to be a marketer and especially a digital marketer. As busy as we know the next few weeks will be for most, here’s hoping that you can find some time to follow the links below to some outstanding content that collectively aims to describe what marketers will be working on in 2010.
We’re counting on your liking predictions as much as we do because our next post is devoted to them, too. We’ll be publishing Rock The Boat Marketing’s 2010 predictions for digital marketing at asset management companies early next week—subscribe to our RSS feed now or please remember to check back then.
Google/FPA Say Search Is The Best Way to Reach Financial Advisors
Are you trying to reach financial advisors? Search and financial news sites are the most frequently used media channels by independent financial advisors, according to a study done by the Financial Planners Association (FPA) and Google.
“This is where you are going to reach not only the widest number of advisors but you’re also going to be able to reach them repetitively and with a frequency of exposure,” says Becca King, Research Manager, in a fascinating 18-minute video Google Business posted on YouTube this week.
Fidelity, iShares, T. Rowe Price Most Aggressive In Paid Search
Update: In my sugar haze, I inexplicably overlooked Fidelity, by far the largest paid search advertiser in our space, according to Spyfu.com! I corrected this post a few hours after publishing it.
I have a secret weapon that I use when I want to get something done. It’s called a generous bowl of Trix Swirls (whole grain, naturally). It’s not just for kids.
Having powered up on some Trix the other day, I set out to finally answer a question I always wondered about: Which mutual fund companies and exchange-traded fund (ETF) providers are the most aggressive in paid search?
Video-sharers Have Puppy Love For SPDRs Commercial
It’s been fun this week watching the growing social media success of State Street Global Advisors‘s exchange-traded fund (ETF) marketing. A SPDRS commercial introduced in June is getting uploaded to YouTube, as well as to other video-sharing sites, and commenters love, love, LOVE “the video.” (Note how the commercial aspect shrinks when the message is sufficiently appealing.)
Reviewers like the dogs, they like the accompanying song so much they want to buy it…and guess what else? According to their comments, some say they might even give State Street a look.
Watch the commercial for yourself and then let’s bat around some thoughts.
Does Your Branding Let Digital Do Its Thing?
Web strategist and Forrester Research consultant Jeremiah Owyang this week wrote about the effect of letting a Web property get SNOWED—his acronym for Stakeholder Needs Overwhelm Web Experience Design.
That’s an issue that asset management marketers struggle with in trying to provide equitable support for multiple business lines—mutual funds, unit investment trusts (UITs), retirement plans, annuities, exchange-traded funds (ETFs), separate accounts—sometimes in multiple geographies and seemingly always led by warring managers.
You may start by working with a single business in a single market as a beta test for a new, cool design. But what’s produced in the test stage is almost never what’s delivered once all the various stakeholders get their crack at it, is it?
Financial Services Companies: It’s Time To Start Talking Again
Financial services companies, everyone is talking about you. You know that. But lately, the drumbeats are getting louder for you to starting talking for yourself.
We know that you’ve had any number of preoccupations—serious and steep revenue declines cascading into budget cutbacks, lay-offs and business reorganizations. But it’s been a year since Bear Stearns and six months since Lehman Brothers, plenty of time for surveyed investors and pundits to reach a consensus: Financial services companies need to be heard from.
Consider the commentary from the last few weeks alone.
A Belated Valentine For 10 Sites You Could Learn To Love
Work and some recreation kept me from posting this in time for St. Valentine’s Day. Hate when life keeps me from the computer. Without further delay, the sites I love and think you will, too:
1. Quantcast.com
Quantcast is a free service established for marketers, agencies and publishers to serve as a basis for media planning. If you’re buying online ads, you may already be familiar with its data about media sites.
Financial Services Marketing: What You Say Now Matters
As our nation’s elected leaders debate the financial bailout and investors anxiously reset their expectations of their investments and plans, financial services marketing and communications will face heightened scrutiny. It’s unknown how the current situation will be resolved or when. But, it’s a safe bet that there will be a hue and cry for greater transparency and disclosure from all money-taking organizations.