Advisor Brandscape

With a plethora of new online and mobile technologies, breaking through the digital clutter is an increasingly complex and challenging endeavor for asset managers targeting advisors. Advisors are evaluating asset managers through the digital lens even before deciding to engage with a wholesaler or learn about a specific
product or solution, making it imperative for firms to optimize their digital marketing campaigns.


Cutting Through the Digital Marketing Clutter identifies the best-in-class approaches for maximizing the reach and impact of digital advisor-based marketing efforts. The report will help asset managers optimize digital experiences for advisors and determine the best way to allocate their digital marketing spend to differentiate
their online content and stay relevant and competitive.

Value

The report will enable subscribers to:

Boost Digital Engagement
Identify the most effective digital communication channels to increase advisor engagement with digital marketing collateral

Uncover Best-in-Class Digital Practices
Expand understanding of best-in-class practices across email,websites, mobile apps, social media, videos, webinars and more

Improve Marketing ROI
Optimize marketing budgets by maximizing reach and impact of digital marketing campaigns

 

Methodology

  • 48 advisors with at least five years of industry experience and $25 million or more in AUM
    • At least 10 advisors from the national wirehouse, independent, regional and RIA channels
    • At least 24 “digital devotees” (advisors who rely heavily on digital content and place high value on mobile apps and web-based solutions in their client-service approach)
  • Online discussion boards and virtual ethnographies
  • A mix of digital materials will be reviewed

 

Subscription Details

Publication Date: July 2018

Deliverables:

  • Pre-subscribers: Input in the
    discussion guide and the opportunity to test two pieces of their own digital collateral
  • Copies of the screening instrument, participant profiles and online bulletin board transcripts for each advisor group
  • Detailed report with product and brand analysis, commentary and strategic summary
  • Customized presentation and evaluation of
    supplied content for pre-subscribers

Investment: $40,000

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Percentage of AUM in DC plans
• Percentage of compensation from DC plans
• Number and size of plans managed
Services provided to DC plan sponsors and participants
• Impact of fee disclosure regulations
• Number of plan providers typically recommended
• Number and type of investment options typically recommended
• QDIA option used most often
• Target date fund recommendation

Areas of Inquiry

Digital Communication Preferences

  • Identify advisors’ digital marketing consumption behaviors and routines (provider websites, microsites, mobile apps, social media feeds, online tools and third-party digital media)
  • Gauge value and perceptions of and responses to specific digital collateral
  • Learn expectations for provider digital capabilities and advisor-specific platforms
  • Understand what drives advisors to digital content

Content Relevance

  • Investigate emerging trends in digital marketing
  • Pinpoint best-in-class content and pain points across digital mediums
  • Determine what digital content gets the most engagement and drives repeat visits
  • Uncover the online thought leadership most likely to go viral
  • Evaluate use and expectations for online videos, commentary and audio clips
  • Define areas of unmet needs and gaps in digital content, tools and resources

Digital Personalization Strategies

  • Obtain a deeper understanding of digital advisor segmentation
  • Pinpoint ideal frequency of refreshing and pushing out digital content
  • Learn what content and packaging have the best chance of going viral within distinct advisor segments

Brand Differentiation

  • Identify market leaders or go-to providers that advisors rely on for digital information and content
  • Understand how best-in-class digital info and content influences consideration
  • Isolate specific brand detractors and associated pain points

 

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