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VettaFi’s Cinthia Murphy, Todd Rosenbluth, and Saleem Khan explored the new normal for marketing to advisors in a recent webcast geared toward asset managers.
Khan shared that according to McKinsey, 75% of consumers recently switched to a new store, product, or buying behavior. “That’s a pretty significant change,” he said. Seventy-one percent of consumers also expect personalized interactions, with 76% expressing frustration when this doesn’t happen. "The bottom line here is personalization matters more than ever,” Khan added.
Asked where they plan to focus their marketing efforts, brand building, content creation, lead generation, and in-person events all lost big to “all of the above.” Murphy noted, “This is a multi-pronged effort. It takes a lot of moving parts to do effective marketing.” Achieving brand success demands well-coordinated efforts across media tactics, ensuring that no opportunity to engage your audience is overlooked.
VettaFi has positioned itself to be a partner throughout a product’s life cycle. “From a product standpoint, we’re focused on asset manager / issuer enablement,” Khan said.
Digital marketing is now critical for issuers looking to scale. It is a significant part of how asset managers build brand and get their products in front of the right advisors at the right time. Murphy pointed out that, with over 3,665 U.S.-listed ETFs from 249 issuers and 359 brands, standing out can be a challenge. Having the right data and tools to make your distribution effort as efficient as possible is more important than ever.
She also pointed out that, of the 400 ETFs launched so far in 2024, only 18% have reached $100 million AUM. “It's a tough, competitive landscape,” she added.
The webcast also covered a range of strategies that can be used to create a full funnel marketing plan. For example, issuers can use digital ads to maintain brand awareness while also having a third party editorial team, such as VettaFi, write about the market news in a way that contextualizes the use case for a specific product to help with mid-funnel efforts. Data driven efficiencies can be leveraged to make lower funnel efforts more successful.
Digital events can provide a wealth of data and demonstrate lower funnel intent. "What we at VettaFi do is bring the advisor community that cares about learning online with the asset managers that want to communicate online," Rosenbluth said. Having an independent, third party host known for its award winning research can help issuers reach new potential clients.
“There are many ways to reach financial advisors,” Murphy explained, “but none of them is a silver bullet.” According to a survey, advisors have a wide range of preferences on how they keep informed. In other words, webinars, emails, websites, videos, wholesaler visits, and social media all matter.
Content remains critical in this digital world. Accordingly, issuers that frequently generate blogs and thought leadership have more success connecting with financial advisors.
“One of the ways that we at VettaFi can help is that we have third-party websites that allow you to convey the message either with your own content or in working with our team of writers, experts, and research folks that can help communicate this level of expertise in a digestible format,” Rosenbluth said.
VettaFi’s Cinthia Murphy, Todd Rosenbluth, and Saleem Khan explored the new normal for marketing to advisors in a recent webcast geared toward asset managers.
Khan shared that according to McKinsey, 75% of consumers recently switched to a new store, product, or buying behavior. “That’s a pretty significant change,” he said. Seventy-one percent of consumers also expect personalized interactions, with 76% expressing frustration when this doesn’t happen. "The bottom line here is personalization matters more than ever,” Khan added.
Asked where they plan to focus their marketing efforts, brand building, content creation, lead generation, and in-person events all lost big to “all of the above.” Murphy noted, “This is a multi-pronged effort. It takes a lot of moving parts to do effective marketing.” Achieving brand success demands well-coordinated efforts across media tactics, ensuring that no opportunity to engage your audience is overlooked.
VettaFi has positioned itself to be a partner throughout a product’s life cycle. “From a product standpoint, we’re focused on asset manager / issuer enablement,” Khan said.
Digital marketing is now critical for issuers looking to scale. It is a significant part of how asset managers build brand and get their products in front of the right advisors at the right time. Murphy pointed out that, with over 3,665 U.S.-listed ETFs from 249 issuers and 359 brands, standing out can be a challenge. Having the right data and tools to make your distribution effort as efficient as possible is more important than ever.
She also pointed out that, of the 400 ETFs launched so far in 2024, only 18% have reached $100 million AUM. “It's a tough, competitive landscape,” she added.
The webcast also covered a range of strategies that can be used to create a full funnel marketing plan. For example, issuers can use digital ads to maintain brand awareness while also having a third party editorial team, such as VettaFi, write about the market news in a way that contextualizes the use case for a specific product to help with mid-funnel efforts. Data driven efficiencies can be leveraged to make lower funnel efforts more successful.
Digital events can provide a wealth of data and demonstrate lower funnel intent. "What we at VettaFi do is bring the advisor community that cares about learning online with the asset managers that want to communicate online," Rosenbluth said. Having an independent, third party host known for its award winning research can help issuers reach new potential clients.
“There are many ways to reach financial advisors,” Murphy explained, “but none of them is a silver bullet.” According to a survey, advisors have a wide range of preferences on how they keep informed. In other words, webinars, emails, websites, videos, wholesaler visits, and social media all matter.
Content remains critical in this digital world. Accordingly, issuers that frequently generate blogs and thought leadership have more success connecting with financial advisors.
“One of the ways that we at VettaFi can help is that we have third-party websites that allow you to convey the message either with your own content or in working with our team of writers, experts, and research folks that can help communicate this level of expertise in a digestible format,” Rosenbluth said.
