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Category Archives: Advertising
Twitter: An Early Look At What’s Changed
Twitter, the asset management industry’s favorite social network, made some sweeping changes today. While you can count on all of the usual suspect sites (and I say that with gratitude) to provide comprehensive coverage and analysis, I’ll weigh in here with a few comments for mutual fund and exchange-traded fund (ETF) marketers.
You could watch the video, too, although I got very little out of it beyond a touch of vertigo.
Some Encouragement To Keep Working On The New Stuff
Inside your company, I know there’s lots of discussion about the rationale for the new social stuff. That’s good because outside, the drumbeat continues—for mutual fund and exchange-traded fund (ETF) marketers and for all marketers. The old stuff isn’t as impressive as it used to be.
I submit two pieces of content for your consideration today.
First, specific to the investment industry, is I’m Not A Financial Professional, But I Play One On TV, an I Heart Wall Street blog post published yesterday. The blogger is Scott Bell, a financial advisor who runs a California-based RIA but keeps his blogging and wealth managing separate. In aggregating six YouTube videos of celebrity commercials over time, the point of the post is to challenge the SEC’s position prohibiting the use of clients in testimonials.
Are You Delighting Or Disappointing Mobile Users?
How’s that mobile strategy coming along? Considering the growing mound of data reporting financial advisor and investor reliance on smartphones, there isn’t a mutual fund or exchange-traded fund (ETF) firm today that isn’t giving some thought to mobile.
Assuming that’s the case, you and your team really need to spend at least 40 minutes watching this 76-minute video by Avinash Kaushik. Kaushik is the digital marketing evangelist for Google and Web analytics guru that I’ve mentioned a few times previously.
What? FINRA Social Media Guidance Limits Co-Branding?
As you likely know by now, FINRA yesterday published Regulatory Notice 11-39 Guidance on Social Networking Websites and Business Communications. This guidance updates Regulatory Notice 10-06 Guidance on Blogs and Social Networking Web Sites.
Many agree with The Wall Street Journal’s characterization that the guidance provides finer points on how firms and FINRA-regulated financial advisors use the site. The consensus is that it doesn’t change any of the already articulated rules.
How Investors Search For Retirement, Brokerage Accounts Online: Google Data
Google’s new Think Insights, announced last week as a project designed to “help marketers make smarter decisions,” includes two 2010 research presentations that shed light on investors’ search for information online:
- “The Role of Search in Brokerage Account Shopping,” citing Google/Compete 2010 data
- “Inside Look Into The Financially-Minded Digitally-Connected Baby Boomer” with Google/Nielsen Online/Sterling data
Both are embedded below and here are a few notes from my review. By the way, Google doesn’t number its title slides so the slide numbers I refer to below are to enable you to enter the number to go to the slide. It will be one off the number that appears on the slide.
Wells Fargo Creates Some Flash Fun
OK, this post is a bit of a stretch on a blog focused on digital marketing for the investment industry.
- Wells Fargo last week used a flash mob in New York’s Times Square to celebrate a banking event—but hey, Wells has investment management and brokerage units.
- The event was physical not digital, but they did link it to a #HelloNY hashtag on Twitter.
- We might have missed it if the video hadn’t been uploaded to YouTube yesterday.
Mutual Fund, ETF ‘Marketer Of The Year’ Nominees Link 2010 Strategies To Results
You work all day every day and many days into the evening. Once in a while you’re asked to summarize what you do, your accomplishments, the ways in which you’ve contributed to the success of your mutual fund or exchange-traded fund (ETF) firm. What do you point to?
Five marketers were considered for Fund Action and Fund Directions’ Marketer of the Year, with the award last night going to Marty Willis, chief marketing officer of OppenheimerFunds (who I happened to mention in Monday’s post). Congratulations to Marty and her team.
Brokerage, Investment Firms Among The Most Effective Online Display Advertisers
A recent report includes some long-sought benchmarking data on the effectiveness of online display advertising by brokerage and investment firms, and the good news is that the ads are among the most successful in the financial services vertical.
MediaMind, a provider of digital advertising solutions, is sharing its analysis of more than 28 billion ads created by the industry in “Financial Services: Making Smart Investments in Online Advertising,” a 25-page research report and mini-poster infographic. You can also watch a 1:19 video summarizing the results. I saw the video on the Investius blog, which keeps an eye on video adoption, in advertising and otherwise, within financial services.
Twitter’s (Pricey) Promoted Trends Offer A Way Into The Conversation
One of the most exciting mornings I’ve had as a marketer was the morning I was part of the Claymore team that launched a solar exchange-traded fund (ETF). Day 1 is so important in an ETF launch and of course the firm’s Sales and Marketing was behind it. But, it was a time of heightened interest in solar energy and it felt like the ETF was part of a much bigger discussion.
Looking For Love? Bundle The Best Of Your Brand In An App
The week is starting with two app-related news items—Vanguard’s release of an iPhone app for advisors and the news that financial services firms are the enterprises most likely to adopt iPads. We cheer both announcements, as you’ll read below in a post that first appeared on the Marketing Executives Networking Group (MENG) Blend site on September 23. The MENG Blend is a blogging initiative featuring bloggers from multiple marketing disciplines and industries. I blog on online marketing and social media.
If we were friends sitting across the table from one another, I’d test your patience by showing you “just one more” application on my iPad.
