The document discusses the challenge of lack of digital innovation in asset and wealth management marketing. It outlines a roadmap for companies to address this challenge, including developing a strategy through customer journey mapping and understanding technology tools. The roadmap also includes UI/UX design with a customer focus, content management across channels, marketing automation through segmentation and engagement, optimizing search engine performance, and embracing growth and change management. The overall message is that a holistic approach across all customer touchpoints is needed for digital innovation in this industry.

1. 0
edynamic, Thursday, May 12, 2016
Digital Client
Engagement in
Asset &
Wealth
Management
Companies

2. 1
edynamic, Thursday, May 12, 2016
Discussion Points today
• The Challenge
• What is required to confront this challenge
?
• How shouldAM/WM marketers approach
digital?
• Examples

3. 2
edynamic, Thursday, May 12, 2016
2
Post Financial
Crisis (2008)

4. 3
TheRosyPicture
Source: PwC report- Asset Management 2020

5. 4
“Indeed, even with the recovery since the
crisis, asset managers are uneasy”
(source:OliverWyman)
“Revenues in 2013 were only 2% higher
than that of 2007, while their costs were
6% higher for the same period.”
(source:BCGglobalassetmanagementbenchmarking study)
The Flip Side

6. 5
Reasons for “The Flip Side”
• Regulatory changes
“50%increaseindustry-wideinrisk,legalandcompliancecosts
between2007and2014” (source:McKinsey)
• Shift in investor preference
“Oncebitten,twiceshy”
• Non-traditional competition
Robo-advisors,Alternatives
“By2020,alternativescouldcomprise15%ofglobalindustryassets,
andproduceupto40%ofindustryrevenues” (source:McKinsey)

7. 6
OpinionPoll:
HowsatisfiedareyouwithyourMarketing&Salesinnovations ?
1. ExtremelyHappy
2. Happy
3. JustSatisfied
4. NotSatisfied

8. 7
“40%ofthetopassetmanagersarenotactivelyinvolvedinsocial
mediaandonly15%ofassetmanagersactiveonsocialmediaare
interactive;andmorethanaquarterofassetmanagersarenotsure
whethertheuseofmobiletechnologyfordistributionor
communicationwouldplayacriticalrole”
(source:PwC)
The Challenge
Lack of Innovation within Marketing &
Sales

9. 8
edynamic, Thursday, May 12, 2016
8
What to do ?

10. 9
Innovation across Customer touch-points

11. 10
Customer Loyalty Management
“Aloyal, affluentcustomer
isworthnearlythreeanda
halftimesmorethanan
averageone”
Source:Bain

12. 11
edynamic, Thursday, May 12, 2016
11
How ?

13. 12
edynamic, Thursday, May 12, 2016
The Roadmap
Strategy & Planning
UI, UX Design
Content
Management
Marketing
Automation Manage Search Engine
Growth &
Change Management

14. 13
1. Strategy & Planning
Timespentinstrategyandplanning isawell-deserved
investment.Anycornercuttingatthisstagemayprove
disastrous
QuestionsrelatedtoBusinessobjectives
 KPIs,Timelines,negativeimpact,alignmentwithvision,costbenefitanalysisetc.
Questionsrelatedtofunctionality
 Customerjourneymapping,Channelsetc.
Questionsrelatedtotechnology
 Tools,vendors,currentstate,integrationsetc.
Questionsrelatedtopeople&process
 Internalowners,skiills,in-housevsexternalsupport,governanceetc.
AsklotofQuestions–startwithbusinessobjectives &thengofortechnology.

15. 14
2. UI, UX Design
Onlydifference betweengoodandbaddesignisUser
acceptance
 Customerfocus
 Conversionfocus
 Multi-channel(Responsive)
 Quickglanceversion
 Donotoverdo
 Speed
 Simple
 Testing(A/B)
KeyPointstotakecare:

16. 15
3. Content Management
Contentistheheartandcoreofanydigitalinitiative
 AvoidSilos
 Multi-Channel
 Personalization
 Conversionfocus
KeyPointstotakecare:

17. 16
4. Marketing Automation
Email–marketing isstillthemostpopular channelin
AM/WMindustry
 Segmentation&Targetingakeystep
 Nurturing&CustomerEngagement equallyorevenmorecriticalthat
customeracquisitioninAM/WM
 SocialMediatobeusedeffectively
 Thereisneveraperfectcampaign
 Analytics isthekey
KeyPointstotakecare:

18. 17
Integration is the key

19. 18
5. Manage Search Engine
Clientsalwayssearchforfindingsolutiontotheir
needsandnottolookoutforanyproduct
 Continuousactivity
 Targetlinkstobio-pagesratherthanhome-page
 Keywordselectionshouldalwaysbethestartingpoint
 Noshort-cuts(punishmentbyGoogle)
KeyPointstotakecare:

20. 19
5. Growth & Change Management
Embrace changepro-actively andnotreactively
 Changesshouldbetriggeredbybusinessobjectives
 Pro-active roadmap
 Avoidpeer-pressurefromcompetition
 Changemanagementbydesign
KeyPointstotakecare:

21. 20
CONNECT WITH US
1-877-339-6264
www.edynamic.net
contact@edynamic.net
twitter.com/edynamic
youtube.com/1999dynamic
facebook.com/edynamic.net