20 simple rules for marketers in Asset Management businesses
Asset Management is one of the last bastions of traditional business. Face to face meetings, private lunches, and invite-only events have long been the ways in which asset managers secure their deals. Yet, the digital tsunami that has been sweeping through other sectors has finally reached the shores of this protected enclave and the asset management industry is now on the pivot of exponential change.
However, from the discussions we had with delegates at our event ‘Asset Management: Differentiating through Digital’, we discovered that marketers and change agents in this field are grappling with very similar internal obstacles: resistance to change, wanting to keep doing things “the way they have always been done”, a reluctance to share data across departments, and general lack of understanding of how digital is changing other industries and the impact this is having on buyer behaviour.
So, with that in mind, we’ve put together a collection of rules that will help to guide asset management businesses through these turbulent times.