Mon, Apr 24, 2017
A A A
Welcome Guest
Free Trial RSS
Get FREE trial access to our award winning publications
Industry Updates

Cerulli: client service, useful website, brand most important factors in advisors' choice of asset manager

Monday, January 07, 2013
Opalesque Industry Update - New research finds strong client service, useful website, and recognizable brand are the most important factors in advisors' choice of an asset manager, according to Boston-based global research firm, Cerulli Associates.

"The most important attribute (among 11) impacting a choice of asset manager is strong client service, chosen by over 50% of advisors, declaring it has a major impact," states Pamela DeBolt, Senior Analyst at Cerulli. "The second-most important factor is a recognizable brand (34%) followed by a useful website (34%)."

The January issue of the U.S. Asset Management Edition of The Cerulli Edge examines marketing and branding challenges, enhancing and expanding distribution efforts, and projections for product development in 2013.

"Brand has become increasingly important for advisors and asset managers. In fact, brand is a firmwide focus for many companies this year," DeBolt explains. "Many experts believe that consistent messaging over a period of a few years is required to make a significant impact on brand awareness."

However, Cerulli proprietary surveys show that resources for brand initiatives are not keeping pace with brand's perceived importance. "Marketing's most significant challenge is lack of financial commitment to advertising, brand initiatives, and website enhancements," DeBolt continues.

Cerulli reiterates that building a brand requires long-term, strategic planning and encourages asset managers to think creatively when developing and executing their branding and advertising campaigns. Given marketers' biggest challenge is lack of financial resources; Cerulli suggests firms utilize unconventional, less expensive ways to promote their capabilities. For example, Cerulli research finds that nearly two-thirds of asset managers expect to increase advertising through the Internet.

(press release)

CLICK HERE to request a press copy of this research.

Bg

What do you think?

   Use "anonymous" as my name    |   Alert me via email on new comments   |   
Today's Exclusives Today's Other Voices More Exclusives
Previous Opalesque Exclusives                                  
More Other Voices
Previous Other Voices                                               
Access Alternative Market Briefing

 



  • Top Forwarded
  • Top Tracked
  • Top Searched
  1. Investing - Hedge fund Ecofin says EDP bid for renewable energy unit 'egregiously low', Asia CIOs say "non" to Europe, Billionaire Mike Novogratz says he has 10% of his money in Bitcoin and Ether[more]

    Hedge fund Ecofin says EDP bid for renewable energy unit 'egregiously low' From Reuters.com: London hedge fund firm Ecofin said an offer from Portugal's largest company EDP to buy 22.47 percent of subsidiary EDP Renovaveis "significantly undervalues" the company, in a letter to EDPR's bo

  2. Alternative asset firm YieldStreet surpasses $100m of loans funded in less than 8 quarters[more]

    Komfie Manalo, Opalesque Asia: Alternative asset investment platform YieldStreet reported that it has surpassed $100m in loans funded in less than eight quarters from accredited investors and single family offices. YieldStreet was founded by Milind Mehere and Michael Weisz. In a

  3. Investing - Investor appetite for high-growth IPOs to be tested, Apollo boosts fund's stock allowance for 'diamonds in the rough', Hedge funds uncertain over outlook for Hargreaves Lansdown[more]

    Investor appetite for high-growth IPOs to be tested From FT.com: The US listings market is poised for a busy week with deals that will test investors' appetite for high-growth - but lossmaking - companies. Eight new listings are scheduled for this week, the most since October of 2016,

  4. Aris Wealth' quant indices fare well[more]

    Benedicte Gravrand, Opalesque Geneva: Last year, Geneva-based Aris Wealth Management launched indices sponsored by Societe Generale Corporate & Investment Banking. These indices replic

  5. Opalesque Exclusive: Gold Sail diversifies into PE and real estate[more]

    Benedicte Gravrand, Opalesque Geneva for New Managers: The five Purdue University students who set up a hedge fund last year have become four and have diversified int