Advisors want online, not print, materials from mutual fund firms, with one key exception. That's an issue recently examined by kasina
via their FA Vision
According to FA Vision data released today, 60 percent of advisors who use "market commentary and outlook" materials from asset managers and insurance companies prefer to refer digital copies instead of prints ones. The same holds true for more than 60 percent of advisors who "practice management" materials from providers.
"Firms that can recognize the shifting balance between digital and print marketing will be in a stronger position to deliver what advisors need in the most cost-efficient manner," stated Hari Krishnaswami
, FA Vision product manager at kasina.
Yet a majority of advisors have the opposite preference when it comes to some materials they plan to pass on to clients and prospects. kasina and Horsesmouth found that more than 56 percent of advisors rely on physical, paper versions of "client-ready brochures" and "product fact-sheets."
The FA Vision survey included 538 advisors, 91 percent of whom rely on some kind of "market commentary and outlook" materials from providers.
Company Press Release
NEW YORK, November 16, 2011 – Effectively managing a firm’s marketing budget requires an understanding of advisor preferences for marketing materials. In particular, firms must be aware that advisors increasingly rely on, and respond to, firms' digital marketing collateral. New research from kasina FA Vision (in partnership with Horsesmouth) provides asset managers and insurance companies with insight into how advisors use marketing collateral and empowers firms with strategies for better budgeting.
Among the 91% of advisors who rely on firms’ Market Commentary & Outlook materials, over 60% prefer to use online versions of the materials. A similar preference for digital exists when advisors use materials that are meant to help them manage their businesses. Over 60% of advisors who use Practice Management collateral prefer to use online versions of those materials. “As marketing budgets face scrutiny during budget season, firms that can recognize the shifting balance between digital and print marketing will be in a stronger position to deliver what advisors need in the most cost-efficient manner," says Hari Krishnaswami, kasina FA Vision Product Manager.
Not all collateral is desired digitally. Advisors have a greater preference for Client-Ready Brochures and Product Fact Sheets in print form. In fact, over 56% of advisors rely on hard copy formats of fact sheets.
With 538 advisors participating in an expansive survey, kasina FA Vision research also showed a strong positive correlation between the frequency with which advisors use particular marketing collateral, and their preferences for its format. Over 58% of advisors use Marketing Commentary/Outlook on a weekly basis, and most advisors prefer to use it online. The same can be said for Product-Specific Commentary; frequency of use creates a tendency to use the online format of those marketing materials. “With a growing need to disseminate information quickly, certain timely information, such as market commentary, needs to be delivered more rapidly,” notes Krishnaswami.
Firms have long understood the importance of creating shareable materials. It enables them to build credibility through advocacy, a time-honored way of enhancing the brand. Over 46% of all Marketing Commentary shared with clients is done so via an online medium. Chief among these are educational materials such as brochures, presentations and learning tools. This trend is particularly strong with reps at independent broker/dealers and within the traditional wirehouses.
The results are based on an expansive survey about marketing collateral that was conducted as part of kasina FA Vision. Responses were gathered between August 26, 2011 and September 16, 2011. The results are made available to clients of the kasina FA Vision service, the largest and most frequent advisor survey on the market. More information is available at www.kasina.com/favision.
kasina's commitment to innovating distribution in the financial services industry has made it one of the most influential strategy consulting firms in its sector. kasina works with a wide variety of clients from five continents, including firms representing 90% of the U.S.'s total assets under management. An overview of services offered by kasina is available at www.kasina.com.
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