The asset management industry is highly competitive, with firms battling to differentiate their products and services from those of their competitors in order to more effectively attract and retain clients. One way to achieve this is through effective marketing.
The role of marketing in this space
- Promoting and selling investment products and services
- Helping build and maintain relationships with clients
- Conducting market research and analysis
- Developing marketing materials and strategies
- Managing brand and reputation
- Providing market insights and analysis
- Collaborating with sales teams
- Organizing events and webinars
- Supporting business growth and revenue generation
The COVID-19 pandemic has changed how marketing is conducted in the asset management industry. While some changes that the pandemic resulted in have been temporary, others appear to be here to stay. Notable changes include a larger focus on:
- Virtual events and webinars
- Digital marketing campaigns
- Personalised communication with clients
- The use of social media
- ESG and sustainable investing
Marketers in this space face a range of challenges, including increased competition, shifting investor preferences and the need to adapt to the post-pandemic ‘new normal’. The creativity and innovation of investment marketers is therefore key if we want to stand out from our competitors.
Additionally, the rise of the anti-ESG movement means that investment marketers must be able to navigate tricky conversations around this topic. It’s key that we’re able to address criticisms of ESG investing and effectively communicate the benefits of investing in sustainable and socially responsible companies.