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Cutting Through the Marketing Clutter™ examines the full spectrum of marketing material provided to advisors, from email and white papers to provider websites and mobile apps. Using focus groups, the study explores the characteristics of the communications that stand out in advisors’ minds and the most effective strategies for strengthening advisor engagement.

Value

The report will enable subscribers to:

  • Increase engagement with marketing collateral
  • Maximize communication effectiveness
  • Compare communication practices with best-in-class leaders
  • Obtain a deeper competitive advantage within the digital marketing space
  • Optimize marketing budgets to maximize ROI

Methodology

A series of six 90-minute focus groups in three major US markets will provide insights from 18 segmented advisor groups, totaling 27 hours of in-depth discussion.

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Subscription Details

Publication Date: April 2016

Deliverables:

  • Detailed strategic report and recommendations
  • Focus group transcripts and recordings
  • Final WebEx presentation

Investment: $30,000

Areas of Inquiry

Communication Preferences

  • Current marketing consumption behavior and daily habits with different collateral
  • Advantages and disadvantages of the various communication modes
  • Channel preferences and desired frequency for each communication type

Content Relevance

  • Best-in-class content and pain points associated with a range of inbound and outbound contact
  • Deep-dive evaluation of provider websites and mobile apps
  • Types of digital content that drive repeat visits and digital tools most likely to be shared with clients and colleagues
  • Unmet needs and thought-leadership gaps

Personalization Strategies

  • Impact of customization and targeting
  • Optimal mix and effective execution of targeted marketing

Brand Differentiation

  • Market leaders and best-in-class players
  • Significant brand detractors and associated pain points

 

 

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