Sat, Nov 1, 2014
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. Macks aim to raise $750m for real estate debt fund[more]

    From Therealdeal.com: Father-son duo William and Richard Mack and former Blackstone Group managing director Peter Sotoloff are starting a new real estate debt fund. Together, the trio hopes to raise more than $750 million for the private equity fund, according to the Wall Street Journal. The fund wi

  2. Manager Profile - Seth Klarman: Lessons for retail and institutional investors[more]

    From Valuewalk.com: Seth Klarman is virtually unknown outside value circles, despite his impressive record and value of assets under management. On average Baupost has returned 19% p.a. despite holding a large portion of its assets in cash. During the financial crisis, Seth Klarman’s funds lost some

  3. North America - FATCA leads 75% of U.S. expats to consider dropping citizenship[more]

    From International-adviser.com: Nearly three quarters of American expats are considering the renouncement of their citizenship following July’s introduction of the “absurd” Foreign Account Tax Compliance Act (FATCA). The findings, which were revealed in a survey by deVere, come alongside the news th

  4. New app allows asset managers easy interaction with portfolios, securities, holdings, transaction details[more]

    Komfie Manalo, Opalesque Asia: Global financial services software company SS&C Technologies Holdings has launched Explorer, a powerful data visualization and analysis tool that turns critical investment data into meaningful information. Explore

  5. Opalesque Exclusive: Mariner’s new healthcare mandate applies strategic approach across pharmaceutical and biotech sectors[more]

    Benedicte Gravrand, Opalesque Geneva for New Managers: A team of two was hired in February this year t