Did Ethereum provide any additional marketing inspiration for the eight teams responsible for launching the spot Ethereum ETFs Tuesday? Let’s take a look. It would have been hard to match the sheer thrill of January 11 when 11 spot bitcoin ETFs went live and ETF marketing went wild. For one, marketers had a longer run-up to the bitcoin product. [...]
Recent Fuse research cited by Ignites.com (subscription required) illustrates just how daunting it is to launch a successful ETF. Through May 29 of this year, at the same time as there have been 258 launches, nearly two-thirds as many (174) were shuttered. Since 2014, the data is even worse with 5,222 launches and 4,654 closures. There is a reason [...]
When a prospective client reaches out, there are a few things I’ll check before we even get on a call. Regardless of whatever else they may be responsible for, every digital marketer has a corporate domain to call their own. And, a minimum goal of every corporate domain is to be seen. So as part of my prep, I’ll [...]
Ordinarily, I have limited use for research that combines asset management and wealth management with banking and the many flavors of insurance (property & casualty, life & annuities). We just don’t have enough in common, and insurance and banking data tend to overwhelm everything—with the potential to misdirect. Fortunately, Hearsay’s Social Selling Content Study published a few weeks ago [...]
It’s that time of year—when LinkedIn is overridden with group photos of the bright and shiny faces of the incoming classes of new employees and interns fortunate enough to be starting their careers in the investment management industry. If you’re a manager responsible for onboarding new communications professionals, it all falls on you to assure the newcomers get off [...]
Lately, I’ve been picking up on an overall malaise about social media—LinkedIn, in particular, since that’s where the vast majority of asset management industry posting and overall activity takes place (that’s where the financial advisors are). Many are not sure it’s “working,” they’re asking whether it’s “worth it” and suggesting maybe social media is even “over.” If you’re [...]
A recent sweep of asset manager websites confirms the trend: Mutual funds and ETFs increasingly are sharing website real estate with separately managed accounts (SMAs) and model portfolios. As market preferences shift, it makes sense that asset managers are becoming more public and explicit about what they do. Both SMAs and model portfolios are proving to be an [...]
What’s everyone else doing? Of course, the investment industry is unique and, without question, investment marketers and communicators operate in an environment (including regulatory) that other communicators don’t. Even so, it can be interesting to learn how others approach their jobs. MuckRack recently published the results of a survey on a subject near and dear to our hearts—priority-setting, the collaboration [...]
Starting February 1, Google and Yahoo are requiring certain best practices for email senders—large and small—who address messages to Gmail and Yahoo addresses. If you don’t comply, your email reputation may suffer … and you could wind up blacklisted. This is particularly important for smaller wealth or asset management firms who use programs like MailChimp or Constant Contact [...]
Are you ready for this? Today ETF marketing takes its place in the spotlight to an extent not seen before in recent history, if ever. If you’re on the marketing teams of the 11 firms approved to launch a spot bitcoin ETF, you well know the test ahead. (Then again, there’s zero chance that you have the time to [...]
