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Category Archives: ETFs
Rydex Infographics Change The Game For Investment Marketing
Hearty congratulations and bubbly all around to the online marketing professionals who produced GetAlts.com, a microsite launched this week by Rydex|SGI to create attention for alternative investments.
I landed on the site with minimal expectations but some curiosity about the name. Compliance officers in my past would have killed “GetAlts” for any number of reasons so the first kudos goes to Rydex for delivering a name with some marketing magic.
More important, though, is the interactivity on the site. I’ve spent a bit of time on it now—long visits that the search engines will duly note and credit the site for—and haven’t read more than 200 words. Instead, I’ve been working with the interactive graphs and charts.
Mind The Keywords—’Unfortunate Market Anomaly’ Won’t Help Search Traffic Find You
Song selection. One of the maddening things about the American Idol competition is what consistently trips up the final 12. Their raw talent or personality gets them just so far but those who “go home early” fail to read the judges’ minds about the songs they should be singing.
Word selection. That’s the ground on which Web sites compete for search traffic. But unlike with the Idol wanna-bes, there’s no need to guess. There are ways to know which keywords drive traffic. The challenge for the leader of digital strategy at mutual fund, exchange-traded funds (ETFs) and other asset management companies is in persuading colleagues to use the more commonly used terms when they create content.
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?
Introducing A Social Media Directory Of Asset Managers, Broker-Dealers, Financial Advisors And Media
Today we’re publishing the start of a social media directory for the asset management industry. We’ve aggregated what we can and now we turn to you for your contributions.
These 3 Web Site Tools Advance the Understanding of ETFs
Little more than one month after our post about highlights on mutual fund and ETF Web sites (see 5 Random Highlights of Mutual Fund, ETF Sites) we’re back with another installment, this time all about ETFs.
Exchange-traded funds offer the advantage of lower expenses. That’s a blanket statement that’s made when comparing mutual funds to ETFs. But, how does the cost of using ETFs compare to the cost of using no-load funds? This Rydex Investments trading expenses calculator considers all the variables and gets into the particulars.
eBook: 5 Friction-less Ways Investment Management Marketers Can Take Part in Social Media
[The eBook has been removed from the site, pending an update.]
Mutual funds, Exchange-Traded Funds (ETFs) and other money managers: You are conspicuous by your absence in social media.
You’re not included on the lists that are being compiled of social-media-savvy brands:
•Social Brand Index
•A List of Social Media Examples
•Ongoing List of Social Media Efforts from Banks, Credit Card, Financial Institutions and Lenders
While financial advisors increasingly are creating their LinkedIn profiles, establishing Twitter accounts, posting videos and presentations to their blogs and "tuning in" to BlogTalkRadio shows, you’re not venturing off your own domains.
5 Random Highlights Of Mutual Fund, ETF Web Sites
Can we agree that mutual fund and ETF Web sites have more similarities than differences? For that, give the credit or blame to American Funds, the mutual fund company whose products are distributed by the highest percentage of financial advisors. If an advisor has already mastered American Funds’ site, so the reasoning goes, who are we to buck the tide and risk the advisor shunning our site because it dares to be different?
It’s a user-friendly call that we suspect has nonetheless had the effect of suppressing creativity or even brand differentiation. That’s why when a Web site offers something special, the discovery is an unexpected pleasure. Here’s a random list of what we’ve tripped across in my recent travels on asset management sites. Well done!
SPECIAL REPORT: The Effect Of The Market Meltdown On Traffic To Top Mutual Fund, ETF Web Sites
Net outflows from equity and fixed-income funds were at record dollar levels in October, according to Lipper, Inc. How did October’s market meltdown affect traffic to mutual fund, ETF and other investment company Web sites? We’ve been eager to analyze the data.
Below are charts from Compete.com, a free online service that enables the tracking of Web sites by basing estimates of U.S. traffic on a triangulation of multiple data sources, including Internet service providers (ISP), panels and toolbars. (Read more about how Compete estimates traffic.) Within the analytics industry and from our experience, the data estimates are reliable and most analysts use them with confidence.
‘Mutual Fund’ Google Searches At 4-Year Low
It rained all weekend in the Chicago area. That’s my excuse for why I ran a Google Trends search on “mutual funds.”
I really was just wasting time on Google Trends. It was idle curiosity that drove me to see how “Lehman” searches spiked recently and I also ran a Bear Stearns search, both just to confirm my suspicions that they’d probably enjoyed relative search obscurity until this year.
But then I ran a “mutual funds” search. Early Saturday morning, I’d read a Wall Street Journal article about the “ostrich effect,” which quoted Vanguard as reporting that their mutual fund shareholders checked their account values far less often in June than they did in mid- to late 2007, when the market was up.