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Alternative Market Briefing

Retail asset managers prefer marketing technology and value-add marketing experts this year

Tuesday, February 07, 2012

Precy Dumlao, Opalesque Asia:

After bucking a difficult year in 2011 and expecting a challenging 2012, retail asset managers are looking to hire marketing technology and value-add marketing experts to meet the demands of the volatile markets, according to Cerulli Associates’ latest study, Retail Product Marketing and Sales Organizations 2011.

The study is part of Cerulli Associates’ annual analysis of the structure, budgets, and staffing of retail asset management marketing and sales organizations.

An overwhelming majority, or 75% of the retail asset managers polled by the study said they expect to increase personnel dedicated to marketing technology and value-add marketing programs.

"Keeping up with the demand for value-add programs is a challenge for asset managers. Since competition is vast, firms need to be creative and content-rich," commented Pamela DeBolt, senior analyst in Cerulli's asset management practice.

Cerulli also analyzed asset managers' perception of the importance of value-add programs. 40% of firms deem these programs to be more important in today's market. Addi......................

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