Asset Management Firms Leverage New Media Strategies

By Rory Banim

July 28, 2011 at 08:00 PM

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Asset management firms are using new media strategies to reach the investment advisors market.

A recent report by the Financial Research Corporation (FRC), Boston, Mass., evaluated the marketing strategies of thirteen asset management firms since 2010. Researchers surveyed registered investment advisors (RIA) to determine the most effective means of marketing and distribution.

According to the survey, RIAs search asset manager websites 30% more when compared to advisors overall.

"We believe that asset managers should enhance their Web sites to better meet the needs of RIAs quest for information," Amy LaFrance, the author of the report, said.

Eight of the thirteen firms evaluated incorporated digital marketing components such as micro sites, social media, and mobile apps into their advertisement campaign.

Researchers found that traditional advertisement, mass e-mails and direct phone calls were the least effective strategies for reaching RIAs.

"While a traditional ad campaign is typically short-term in nature, we are now seeing firms couple them with social media elements, which can increase the long-term impact of their campaign," LaFrance said.

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