(Harvest) For fund managers working in a digital age, advertising is changing drastically.
Print advertising or word-of-mouth is simply not going to be effective in maintaining client relationships in today’s online world. Effective advertisements can attract clients, as well as develop a brand image which will build lasting client relationships. Marketing is a way for fund managers to translate the goals and values of their firm in a visual, tangible way. Many people believe that marketing is just about advertising or sales. However, marketing is everything a company does to acquire customers and maintain a relationship with them.
For fund managers, a huge part of marketing is generating advertisements. These ads can take a variety of forms; there are print ads, billboard ads, ads in the subway, Twitter ads, pop-up and sidebar ads, and many, many more.
As a result of this advertisement influx, third party marketing services are becoming more lucrative, as they provide a consulting service to hedge fund managers who need the expertise of seasoned marketing professionals. [They] employ experienced investment marketing and sales experts, and raise assets for hedge funds.Advertising is obviously essential in today’s world for any company that wishes to make their name recognizable and their business profitable; luckily, there are a number of ways for hedge funds to develop ad campaigns, hone in on a brand image, and start recruiting new clients.
However, according to an analysis by Hoovers.com, larger funds are not using their larger marketing budgets to their advantage. An analysis of the top 30 institutional asset managers (as defined by Hoovers.com) confirmed… larger firms were no more successful at differentiating themselves than their smaller brethren.†What does this mean for these larger firms? One goal of advertising and branding is to set a company apart from competitors. In order to do this, marketing content needs to be original and resonate with viewers. Clients can and should be able to separate the men from the boys, so to speak, through the sophistication of a company’s advertisement.
