- The aspect of digital marketing that asset managers think they most need to enhance is the use of data and analytics, with 45% saying it needs lots of improvement and another 45% needing some improvement, according to a survey of marketers that FUSE conducted with the Investment Management Education Alliance (IMEA). Firms say the challenges of mining data for insights often combine with the additional difficulty in getting marketing and sales personnel to use those insights.
- Mapping and leveraging user journeys followed in a close second, with 91% of firms stating they require a lot of improvement or some improvement. Understanding how prospects become clients can help shape a digital marketing strategy and the flow of messaging.
- And 20% of marketing executives see the need for a lot of improvement in content marketing, with another 76% seeking some improvement. Many asset managers have expanded their content marketing in recent years, making it more challenging to grab advisors’ attention amid a proliferation of webinars, white papers, and blogs.
- FUSE believes that better use of data and analytics should be a priority, as it can help inform progress in the other strategies that marketers identified as requiring improvement.
