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


The report will enable subscribers to:

Boost Engagement
Identify the most effective communication channels to increase investor engagement with marketing collateral

Identify Best-in-Class Marketing
Expand understanding of best-in-class practices across email, print mailings, websites, apps, videos, webinars and more

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


  • 45 affluent investors with at least $100,000 in investable assets including DC plan and IRA assets and excluding the value of primary real estate
  • Online discussion boards
  • Three types of affluent ready-to-act investors who are likely to open an investment account or purchase a mutual fund or ETF in the next three months

Areas of Inquiry

Communication Preferences

  • Identify affluent ready-to-act investors’ consumption behavior and routines with different types of investment information and marketing collateral
  • Gauge perceptions and value of and response to (e.g., shred, file, read) marketing materials
  • Uncover distinct preferences in content and frequency for each communication type
  • Assess use of third-party sites that aggregate product information
  • Investigate emerging trends in marketing communication

Content Relevance

  • Pinpoint best-in-class content and pain points with marketing contact
  • Evaluate specific provider websites and webinars
  • Determine the most effective tools, resources and user experiences
  • Determine the types of digital content that drive repeat visits
  • Define areas of unmet needs in case studies, thought leadership and market insight

Personalization Strategies

  • Understand the role and influence of customization on affluent ready-to-act investors’ likelihood to consume and/or share content
  • Pinpoint best-in-class examples of tailored marketing and content
  • Determine the optimal marketing mix, including frequency and look and feel

Brand Differentiation

  • Identify market leaders and best-in-class players that prompt action
  • Isolate specific brand detractors and associated pain points

Subscription Details

Survey fielding: August 2019
Publication: September 2019


  • Full report and WebEx presentation
  • Transcripts
  • Custom report and presentation with an in-depth assessment of marketing collateral

Investment: $40,000

Cutting Through the Investor Marketing Clutter