Marketing strategy
Actionable marketing strategy, media planning and brand execution for the asset management industry.
Synthetic respondents are the problem, not synthetic research
Discover a practical guide to synthetic investor research in asset management. Learn why AI respondents fail, but AI survey design and analysis add value.
Active ETFs vs managed funds: the art of selling without self-sabotage
How do you differentiate the traditional managed fund and the newer active ETF without blurring their value or cannibalising demand?
Is there a right time to share your market outlook?
How timing, format and channel strategy shape adviser engagement
From mutual funds to private markets: the next battleground for asset managers
Several traditional asset managers have launched alternative investment products, but how can managers best position their products to win market share?
VIDEO: The pace of change in marketing
In this short video, we explore whether asset management marketers are equipped to keep pace with this rapid transformation.
Video: how changing interfaces will affect marketing
Innovation is already reshaping the creative side of asset management marketing, and this trend is only accelerating.
What brands should consider before engaging finfluencers
A detailed brief, along with a thorough and transparent contractual framework, will help ensure a successful and compliant influencer engagement.
Why regional nuance is crucial in intermediary marketing
Europe is not a country, and treating it like one is likely to result in wasted budget, weaker engagement and missed opportunities.
Why asset managers must think like media brands in 2025
In the saturated asset management landscape, the ability to capture, sustain and grow client attention determines brand strength and future inflows.
'Advertising doesn’t work for my clients!'
The prevailing belief is that professional investors make purely rational decisions, but mounting evidence shows even the most sophisticated investors are human
The importance of consistent brand advertising in asset management
Arguments and robust evidence which support the need for consistent brand advertising in the asset management industry, irrespective of the market environment.
How asset managers can show leadership in volatile markets
In periods of market turbulence, brand visibility, consistent communication and investor reassurance become most valuable.