Cogent Syndicated Study Reveals Optimal Marketing Mix for Institutional Investors
2024年5月20日 - 11:00PM
Institutional asset managers are increasingly leaning on digital
marketing to build and maintain relationships with institutional
investors. But while emails, webinars, websites and social media
can be valuable elements of an asset manager's engagement strategy,
nothing beats the power of one-on-one interactions — especially for
investors evaluating prospective partners.
That's according to the latest findings from Cogent Syndicated’s
US Institutional Investor Brandscape™ report by Escalent. This
annual study examines the behaviors and attitudes of senior
investment professionals who oversee institutional assets of
defined benefit (DB) pensions, endowments, foundations, tax-exempt
organizations, large defined contribution (DC) retirement plans and
insurance company general accounts. The report tracks trends in
asset allocation and investment strategies and evaluates the
variables that lead institutional investors to select institutional
asset managers.
Communication preferences among institutional
investors varied between sectors, but overall, the study found a
shift in the value of broad digital communications compared to
highly targeted and in-person interactions when considering
prospective asset managers. While face-to-face interactions are
historically valued highly, the study revealed a growing emphasis
on prioritizing personal engagements alongside digital mediums.
A plurality of investors in pensions (39%), non-profits (34%),
DC retirement plans (33%), and insurance companies (41%) reported
that in-person visits were the most effective mode of engagement in
the evaluation and selection stage. On the other end of the
spectrum, mediums like social media and podcasts are less
impactful. In fact, almost 60% of investors indicated that they did
not use social media to engage with asset managers or consultants
at all.
Once formally engaged, email continues to be the favored form of
communication with existing asset managers for a plurality of
investors in the pension (32%), non-profit (45%), DC retirement
plan (28%), and insurance (39%) markets.
"Institutional asset managers are putting a
significant emphasis on digital outreach in a bid to capture the
attention of new clients," said Linda York, a senior vice president
in Escalent's Cogent Syndicated division. "However, our research
indicates that in-person interactions are the most important tool
managers can leverage during the consideration phase. Brands should
balance the use of digital platforms with the benefits of
face-to-face connection to ensure they are cultivating meaningful
relationships and building trust and rapport."
Beyond in-person visits, Escalent analyzed survey responses to
determine the optimal marketing mix to maximize brand
consideration. The study found that three touches offered the best
return on investment (ROI) for asset managers. The most effective
mediums were those that afforded opportunities for personal
connection and education. A combination of email, conference
interactions, and webinars proved the most successful formula for
increasing consideration levels, achieving a potential lift in
brand consideration.
Institutional investors cited meet-ups with asset managers and
members of the C-suite and educational webinars as among the most
impactful events they had attended. They also praised sessions
focused on timely trends, such as fixed-income investing and
artificial intelligence (AI).
"Institutional investors are increasingly demanding more from
their asset managers. Along with seeking higher yield, lower fee
solutions, they are looking to managers for practical, insightful
market perspectives," said York. "To remain competitive, asset
managers must align their communication strategies with their
audience's attitudes and behaviors. That may mean pulling back on
low-lift, low-yield activities like social media in favor of
meetings, webinars and events that allow them to engage directly
with prospects and clients and demonstrate their expertise and
experience."
About US Institutional Investor
Brandscape™Cogent Syndicated conducted an online survey
from October 6 to December 13, 2023 of a representative cross
section of 671 institutional investors. In order to qualify for
this study, survey participants were required to be managing
institutional assets of at least $100 million and play a direct
role in the evaluation and selection of investments or asset
managers within their organization. In determining the sampling
frame for this study, Cogent relied upon the Standard & Poor’s
Money Market Directories (MMD) database of institutional investors.
To ensure the population for this research was representative of
the universe of institutional investors, strict quotas were
established based on a nested classification of institutional
investor category and size of assets. Minimal weighting was applied
to adjust for purposeful deviations from the actual marketplace
distribution. The data have a margin of error of ±3.78% at the 95%
confidence level. Cogent Syndicated will supply the exact wording
of any survey questions upon request.
About EscalentEscalent is an
award-winning data analytics and advisory firm specializing in
industries facing disruption and business transformation. As
catalysts of progress for more than 40 years, we accelerate growth
by creating a seamless flow between primary, secondary, syndicated,
and internal business data, providing consulting and advisory
services from insights through implementation. We are 2,000 team
members strong, following the acquisition of C Space and Hall &
Partners in April 2023. Escalent is headquartered in Livonia,
Michigan, with locations across the US and in Australia, Canada,
China, India, Ireland, the Philippines, Singapore, South Africa,
UAE, and the UK. Visit escalent.co to see how we are helping shape
the brands that are reshaping the world.
CONTACT: Kim
Eberhardt248.417.2460keberhardt@identitypr.com
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