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Cutting Through the Investor Marketing Clutter

Evaluating marketing and the content that maximize investor brand engagement

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Value

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

 

Methodology

  • 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

 

Subscription Details

Survey fielded: August 2019
Publication: September 2019

Deliverables:

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

Investment: $40,000

 

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
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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
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Cutting Through the Investor Marketing Clutter