Mon, Nov 30, 2015
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.


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. Other Voices: Hedge fund marketing and the selling cycle[more]

    By Bruce Frumerman. How long is the selling cycle now? That’s a question my financial communications and sales marketing consulting firm has been asked on a regular basis by hedge fund firm owners and sales people, ever since we opened the doors to our firm in 1987 pre-crash. Wa

  2. People - Solus Alternative Asset Management adds chief strategist from BTIG[more]

    From Daniel Greenhaus joined hedge fund manager Solus Alternative Asset Management as managing director and chief strategist. He will work closely with Chris Bondy, Solus’ chief economist, managing director and executive vice president, said Chris Pucillo, CEO and chief investmen

  3. Opalesque Roundtable: Seeding deal terms can be onerous for hedge funds[more]

    Benedicte Gravrand, Opalesque Geneva for New Managers: Executives from fund of funds firms, family offices, a placement agent, a private equity firm, and an accounting firm gathered in Connecticut last month for the

  4. Opalesque Roundtable: Family offices flock to co-investment[more]

    Bailey McCann, Opalesque New York: Co-investments have been a hot topic for pension funds in recent years, as they try to move away from high fees and improve transparency. But now, family offices are more readily getting into the mix and establishing in-house deal teams, according to the delega

  5. More institutional investors invest in CTAs compared to last year despite dissatisfaction with performance[more]

    Benedicte Gravrand, Opalesque Geneva: "Despite a strong start to 2015 for CTAs in Q1, commodity market conditions have made return generation difficult for fund managers over much of the rest of the year to date," says Preqin’s November