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Laxman Pai, Opalesque Asia: Nearly two-thirds (61%) of the largest asset managers worldwide are experiencing stagnant or declining interest in their corporate brands revealed a study.
The Peregrine Communications' Global 100 report into the integrated marketing performance of the asset management industry found that while individual asset managers saw an average 17% increase in inbound Google search interest for their brand, some 61% of firms saw no gain or a decline in their organic Google search volumes during the research period (year to August 2019).
As a result, most firms are falling further behind a few strong performers who are generating a strong impact with integrated marketing communications.
BlackRock ranks first overall, followed closely by T. Rowe Price, Fidelity Investments, J.P. Morgan Asset Management, and Vanguard. Despite being the world's largest fund manager with $6.8 trillion AUM, BlackRock continues to be a sophisticated innovator, for example, applying psychological profiling to its use of paid online search.
However, the report also found a core cohort of "outperformers" who punch well above AUM weight in terms of their reach and engagement. Bridgewater Associates and Baillie Gifford demonstrated the brand awareness and marketing sophistication of much larger managers, while alternatives firms like Blackstone and Brookfield Asset Management also generated disproportionate reach and engagement.
The 2019 Global 100 report st...................... To view our full article Click here
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