Future of Investing

Social media’s impact on marketing of investment management (Future of Investing)

close

Email a Friend

This post was originally included as part of an ebook that I published alongside the launch of my book, Tradestream, entitled “Tradestreaming and the Future of Investing”. The content was so good I wanted everyone to have access to it.

**********

Social media is a shock to the way investment management marketers are accustomed to communicating. It’s conversational, transparent, improvisational, experimental—all of which challenges the status quo. Investment marketers who want their firms to continue to be relevant recognize that changes must be made in how firms interact online. For them, social media can serve as a platform to advance strategic change.

The goal of a conversation is to understand, and we see marketers working to better align the value of their firms’ content/thought leadership, how it’s packaged and where it’s delivered with what their distribution partners and investors want and increasingly expect. Slowly, they are introducing a new organizational discipline—listening—and they’re beginning to adjust and refine based on what’s heard. Some social media devices—all functionality that represents endorsements, for example—are not available to marketers for regulatory reasons. But other means can be put to use and we believe that firms’ authentic efforts will be well received. Success? It will be enjoyed by those who prevail, through trial, failure and a new rigor for measurement and analysis.

*—> Like what you see? Hey! Don’t forget to subscribe to the free Tradestreaming newsletter for updates, tips, and special offers

Pat Allen, principal of the digital marketing consulting firm Rock The Boat Marketing and
founder of AdvisorTweets.com, Chicago.

0 comments on “Social media’s impact on marketing of investment management (Future of Investing)”

Future of Investing, Member Exclusive

AT&T’s Cricket Wireless strikes partnership with Acorns to bring investing to its subscribers

  • Cricket Wireless and Acorns are teaming up to bring investing to more people.
  • With the Acorns app pre-installed on new handsets, Cricket customers also receive monetary incentives to use the investment app.
Zachary Miller | August 06, 2021
Future of Investing, Member Exclusive

‘Lots of music involved, too!’: A day in the life of Chidi Achara, CCO of Stash

  • Consumer interest in investing is taking hold. And for investing apps, that means sharpening their marketing game to reach their target audience.
  • Leading Stash’s marketing initiatives is Chidi Achara, chief creative officer at Stash. Here’s a day in his life.
Rivka Abramson | August 02, 2021
Future of Investing, Member Exclusive

Behind Betterment’s partnership with Zenefits to give SMBs access to retirement planning

  • Betterment’s technology led 401(k) provider teamed up with HR software company Zenefits.
  • Zenefits SMB customers will gain access to Betterment’s retirement planning and financial wellness offerings.
Rimal Farrukh | April 21, 2021
Future of Investing, Member Exclusive

‘We put our skin in the game’: How Clearbanc is rethinking funding for growing startups

  • Last month Clearbanc released ClearAngel, a program that acts as an automated angel investor.
  • Clearbanc’s revenue-based model speaks to the increased need of startup funding.
Rivka Abramson | March 04, 2021
Future of Investing, Member Exclusive

‘Our research shows that consumers find investing to be intimidating’: Marcus by Goldman Sachs debuts automated investment service

  • Goldman Sachs debuted its flagship digital investment platform Marcus Invest.
  • The offering requires a minimum account balance of $1000 and charges an annual fee of 0.35 percent.
Rimal Farrukh | February 19, 2021
More Articles