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Category Archives: Mutual Funds
Do Investors Have Different Expectations Of Mutual Fund And ETF Firms on Twitter?
Do retail investors think of Twitter and interact with mutual fund and exchange-traded fund (ETF) Twitter accounts in a way that’s different from how they use Twitter to interact with other brands?
I first wondered this last year when there was no sign that investors (or asset managers) took to Twitter to explain what was going on during the May 6 flash crash. That surprised me, as Twitter has established itself as a channel for real-time news and information, especially during crises when information is streaming in from multiple sources.
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.
2010 Predictions For Mutual Fund/ETF Digital Marketing
In addition to tracking marketing predictions (see our 2010 Marketing Predictions, Part 1 post for a round-up and see this article for 100 more), we’ve been keeping an eye on business predictions for 2010. And, the short version is that asset-gathering isn’t going to be any easier.
If you’re a mutual fund or exchange-traded fund (ETF) marketer, you can expect competition to heat up as your marketing counterparts do what they can to encourage investors to return to equity funds, evaluate their Roth IRA conversion prospects and use new, improved tools and expert advice for investment portfolio-building and re-building.
American Century’s Use Of Social Media: A Work In Progress
American Century Investments will tell you that they’re “just experimenting” with social media. Currently, they’re adding two posts a week to their Facebook page and one to three tweets a day on Twitter.
These are not volumes that will turn the heads of anyone outside the asset management industry. But within this space, theirs is a story of pushing ahead, slowly and in lockstep with their approachable Legal and Compliance partners, even as they’re figuring things out.
Twitter and Facebook is just a start, explains Jennifer Sussman, director of eBusiness.
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.
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.
Strike Up The Barry Manilow: We’re Talking About Feelings And Your Web Site
While checking my RSS feeds this morning I came across an article that I reacted to with mixed emotions.
That right there should have been a tip-off: I approach the morning feed-reading like a transfusion—gotta catch up, gotta find out what’s been going on since the last time I checked in. No time for emotional responses to HTML.
But this article—How Does Your Web Site Make Visitors Feel?—slowed me down. I was intrigued and really wanted to spend some time thinking about it.
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?
