Digital Strategy Insights

Implement intelligent business & marketing strategies.

 

Helps senior marketing and digital marketing executives, senior distribution, IT, and BI executives to stay on top of new ideas, trends, and insights from industry data.

 

Each client subscribing to Digital Strategy Insights receives monthly analyst interactions with kasina's consultants to address firm-specific issues. These monthly strategy calls help bring various business units together to discuss how e-business teams can cut costs, attract more clients, and better service current clients.

 

DST kasina will evaluate your firm’s website, email, mobile and social media competitiveness across the industry landscape to enable stronger strategies and tactics. With Digital Strategy Insights, you will be able to compare and measure success of your website and email initiatives to competitors, validate the costs of your campaigns and/or budgets, and much more! You will also be able to customize how you interact with your data through a new online portal.


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Recent Articles

Reconciling What Advisors Say with What They Do

FEBRUARY 2017

Improving digital experiences can improve the perception of advisors about a firm’s overall capabilities. Being able to provide experiences that are compelling to advisors requires a good understanding of the data. Leveraging both what advisors say and what they do can provide a deeper understanding of advisor experiences.

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Leveraging Transparency as Part of Your Value Proposition

FEBRUARY 2017

Leading firms in a number of industries are using transparency to differentiate their brands and earn greater trust from their customers. Discover how asset managers can do the same to drive greater sales and loyalty from advisors.

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Digital Insights: Firms Were Prepared for Election Results

FEBRUARY 2017

For this month’s Digital Insights analysis we monitored asset manager response during the U.S. presidential election. The number of firms that posted on websites, blogs and social media tells us that the vast majority were both ready and eager to get in front of a receptive asset management community.

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5 Ways Artificial Intelligence Can Improve Marketing Efficiency

FEBRUARY 2017

In marketing, AI adds a cognitive layer that expands the marketing team’s ability to process data, identify patterns, develop intelligent strategies and create structured content faster, cheaper and more efficiently and effectively than humans. In other words, AI resides at the intersection of the art and science of marketing.

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Fast-Tracking Content Advisors Need After Market-Moving Events

FEBRUARY 2017

Known events like the Brexit and U.S. election votes, which could create uncertainty for investors, should be incorporated into the editorial calendar. While it creates extra work, preparing for both potential options ensures asset managers can supply answers when advisors most need them — the moment investors hear the final results.

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Profiles In Omni-channel Engagement

JANUARY 2017

For leading asset managers, differentiation is a key attribute of digital engagement with advisors. Whether on websites, email, social networks or mobile devices, the goal is to provide advisors with a seamless, relevant and personalized view of what makes the firm a good business partner.

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2017 Predictions for Digital Engagement

JANUARY 2017

Digital experiences are more important than ever to capturing advisor interest and consideration. DST kasina’s research shows that nearly 3 of 4 advisors’ perceptions of a firm’s overall capabilities are influenced by their digital experiences. After all, they are a clear indication of what it is like to do business with the firm. But just 1 of 6 advisors is fully satisfied with the online experiences provided by asset managers.

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How Marketing Can Impact Distributor Relationships

JANUARY 2017

To calculate profitability, National Accounts must be aware of the marketing costs incurred to service key accounts. Ideally, marketing will track which content is generated for each distributor and the amount of time production of that content requires. Metrics like this are useful to National Accounts managers who want to understand the real ROI of their relationships.

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Delivering an Effective and Engaging Instagram Story

JANUARY 2017

Research shows that the number of advisors using Instagram for business is growing rapidly — increasing 59%, to 27%, between 2014 and 2016. This article will help firms leverage this unique visual social network more effectively to connect with advisors by exploring 3 ways to tell a vivid visual story, and 5 tips to go beyond the image to create a more engaging experience.

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Digital Insights: Web Traffic Sources are Shifting

JANUARY 2017

For this month’s Digital Insights analysis we uncovered shifts in sources of web traffic for asset managers, with third-party site ad traffic decreasing significantly. We explored which channels have garnered more traffic as a result, and offer tips for taking advantage of the benefits of each.

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Digital Insights: Digital Engagement Leaders Drive More Web Traffic from More Sources

DECEMBER 2016

This month’s Digital Insights analysis of industry web data examines web traffic data from DST kasina’s Digital Engagement Leaders. The analysis uncovered significant differences in the volume of traffic industry leaders receive compared to other asset managers. We also look at differences in sources of traffic.

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Preparing for Voice-Based Search

DECEMBER 2016

Within the asset management industry, demand for voice search is still in its relative infancy. However, even within the asset management space, 5.2% of advisors say that they are less likely to visit asset manager websites because they can’t use voice search on their mobile devices to find what they need. Among Technophiles (advisors who are most likely to favor digital forms of service and support), this figure is slightly higher, at 6.3%.

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3 Ways to Get More Advisors to Share Your Facebook Posts

DECEMBER 2016

Instant Articles leverages the same technology used to display photos and videos quickly in the Facebook app to help firms provide content that’s more interactive and loads up to 10 times faster than the typical link to a mobile web browser. In the example from regional news site Billy Penn, the video starts playing as the user scrolls down their feed. After they click, the article immediately displays with a clean design that’s been optimized for mobile viewing.

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Upcycling Content for Greater Marketing Impact

DECEMBER 2016

However, too much repetition leads to resentment and your target audience turning a deaf ear to your messages altogether. The key is publishing a steady stream of fresh content that isn’t necessarily created from scratch. Content upcycling is the repurposing of content into new forms that not only repeats your message to an audience — it enhances the original value of the content, such as amplifying its reach by making it more shareable on social networks. And of course, each time you’re able to leverage one longer piece into a new one, it extends its life and increases the ROI.

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A First Look At Chatbots

DECEMBER 2016

With more than two billion monthly users, messaging apps have surpassed social media network usage. While it is easy to assume messaging apps are primarily used by our youth, that is simply not the case, as 75% of adults use mobile messaging apps on a monthly basis. With this shift to messaging, asset managers need to be ready to interact with advisors on this popular platform.

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Tactics for Increasing Advisor Interest in Your Blog

NOVEMBER 2016

Subscriptions are a way to gain loyal blog readers and 35% of advisors find it useful to be able to subscribe to blogs. The more advisors an asset manager attracts to its blog, the more opportunities the firm has to engage with them. Not only can subscribers turn into qualified leads, but they can also turn into advocates, sharing blog posts to further expand the blog’s reach.

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Digital Insights: 2016 Brings Changes to Web Traffic

NOVEMBER 2016

This month’s Digital Insights analysis of industry web data highlights three major changes for asset managers. A significant increase in total web traffic, a shift in the top source of traffic to asset manager sites, and a large jump in a specific type of mobile traffic are explained in this infographic.

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Using LinkedIn for Precise Targeting

NOVEMBER 2016

Marketers hoping to stand out in the jam-packed news feeds of customers and prospects need to do more than plant clever creative in front of their eyes. It is essential that detailed targeting strategies are planned and executed in order to provide relevant messages to the right audience segments.

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Maximizing the Value of “Premium” Ad Network Buys

NOVEMBER 2016

We know advisors spend far more time on third-party websites than they do on asset manager sites. So online advertising can be a way to reach them on the sites they visit more frequently. However, even when firms hire agencies to manage these tasks, they must be smart consumers and know the right questions to ask to ensure they get the best results and value.

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Quiz: How Good Is Your Digital Marketing?

NOVEMBER 2016

Developing multimedia content is an essential component of an asset manager’s content strategy. Delivering content with compelling headlines can increase open rates. Including graphics can increase click-through rates. Sixty-eight percent of advisors said they learned something new about a client on social media that helped them provide appropriate advice.

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Break Out of the Data Table Box with More Effective Visualizations

OCTOBER 2016

You can also layer information in richer, interactive data visualizations. The following Wall Street Journal and PIMCO timeline illustrates how the Federal Reserve has used its power over interest rates to steer the economy over the past 50 years, and how the market and economy have responded. Instead of showing all of the data points at once, the initial display shows only the federal funds rate and annotations for key points in the timeline. The viewer can add more elements by clicking the corresponding “+” at the bottom. The order of those elements from left to right suggests an order for exploration, but the viewer is free to choose any or all of the elements, in any order.

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Product Profiles: Spotlight What Third Parties Can’t

OCTOBER 2016

For asset managers’ online product profiles to win advisors away from relying only on third parties, firms need to take ownership of their product narrative. They must provide insightful content and data within a context that advisors are challenged to find elsewhere. Asset managers are the leading experts on their funds and their product profiles need to reflect that insight.

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5 Key Skills for High-Impact Marketing Teams

OCTOBER 2016

Hiring managers are asking themselves what roles, if any, should be added to their teams in the coming year. Within the rapidly evolving marketing space, leaders need to focus on identifying which skills will deliver the most impact when added to their teams.

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Digital Insights: Email Is Not Dead

OCTOBER 2016

This month’s Digital Insights analysis highlights the fact that financial advisors are interested in email from asset managers, if they can manage the volume. We also show how email creates valuable web traffic to product information, and provide tips for enhancement.

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Using LinkedIn to Engage Advisors

OCTOBER 2016

A key reason why advisors follow asset managers on LinkedIn is because they provide guidance that helps them assist their clients. That number rises from half of all advisors to 78.6% of Rainmakers, and 68.5% of Technophiles, who prefer digital communication with asset managers. Posting tips that help advisors learn and make them look good with their own clients is clearly helpful to earning consideration and loyalty.

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Digital Insights: Are Advisors Receptive to Text Messages from Asset Managers?

SEPTEMBER 2016

This month’s Digital Insights analysis introduces data on advisor receptivity to text messages from asset managers, as well as industry data showing a sharp increase in mobile traffic to news and commentary content.

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Expanding Engagement and Reach with Visual Content

SEPTEMBER 2016

On the flipside, however, these same firms have tunnel vision when it comes to sending their visual content out into the world. Rather than draw advisors in with imagery, they depend on words and stock or royalty-free photos, which can reduce the power of the message. Sixty-six percent of all social media posts include imagery, but asset managers are not always part of that majority.

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What Advisors Expect from Asset Managers When Markets are Volatile

SEPTEMBER 2016

We’ve written extensively on how to prepare for publishing quickly. Leading asset managers are out in front of the news with tweets, website content and email on the same day of the event, even if it is unanticipated. Sharing your perspective early on with relevant insight and recommendations earns trust from advisors and burnishes your expert reputation.

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Improving Email Click-Through Rates Using A/B Testing

SEPTEMBER 2016

As with any statistical analysis, the sample group you use to conduct your A/B test is important. Unlike a landing page where you can gather data as new traffic comes to the website, your opportunities are limited to your email list. Smaller sample sizes allow for more tests, but if the sample size is too small, your results may not be valid.

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Beyond the Homepage

SEPTEMBER 2016

With one-third of asset management site visitors coming to the homepage first, there’s no doubt a well-designed homepage remains critical to a firm’s digital experience. However, with many visitors increasingly taking a different route to the website, it’s no longer enough to leave it at that.

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Getting Better Mileage from Anticipated News Events

AUGUST 2016

We tracked the industry’s response to Brexit and amid all the gloom about falling markets we noticed one bright spot — how quickly asset managers responded with insights and answers about what lay ahead. In all, we monitored content posted to 80 firms’ websites, LinkedIn and Twitter accounts between June 24 and July 1.

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Motivating Advisor Behavior with Gamification

AUGUST 2016

These were likely unintended benefits from a game that was designed to leverage cool new augmented-reality technology. There can be practical benefits from gamification, even for games that were not purposefully designed that way. Imagine what is possible if you plan a game experience designed to benefit your firm as well as your prospect or customer.

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Closing the Loop Between Marketing and Sales

AUGUST 2016

With ongoing feedback, marketing does not simply hand off leads to sales, but learns what happens to those leads. Data about the leads is “circled back” to help marketing fine-tune its approach to continuously improve its lead sourcing. By closing the loop, asset managers become more customer-focused, putting the advisor first by understanding his or her needs.

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Digital Insights: Asset Manager Site Traffic by Geography

AUGUST 2016

This month’s Digital Insights analysis displays U.S. web traffic to asset manager states, highlighting the top four states. It offers the top two considerations that firms should have when reviewing geographic web traffic.

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Providing Value to Customers and the Firm with Client Portals

AUGUST 2016

The experiences referenced earlier in the article all have a component of self-service to them, removing the need to place a phone call or meet a company representative for common tasks. For asset managers that is comparable to running common reports. At the simplest level, advisors running comparisons on fund performance or holdings should have the option to do so within the portal without calling an internal wholesaler.

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Using an Editorial Calendar to Improve Responsiveness

JULY 2016

With an editorial calendar, firms have a flexible management tool to anticipate and respond to advisor demands for timely perspectives and insights. It also provides firms the means to target established advisor segments and personas with content relevant to their stage in the advisor decision journey.

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4 Strategies to Win Greater Cooperation from Sales

JULY 2016

Several firms told us they avoid the issue by delivering training on a technique or strategy to help the wholesalers improve their sales and incorporating the technical aspect into the lesson.

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Digital Insights: What Do Top Advisor Sites Have in Common?

JULY 2016

This month’s Digital Insights analysis highlights commonalities among the top-ranked advisor websites. We uncovered which channels drive more traffic for these firms versus their competition and how these firms drive more site visitor engagement with their content.

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Attracting and Retaining Talent

JULY 2016

Firms must strive to understand what motivates talented digital professionals and find ways to harness these motivations in the workplace. While it’s certainly critical to have the right senior creative leaders in place, the majority of today’s new digital hires are likely to be younger workers.

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Benefits of Spending Time to Understand Wholesalers

JULY 2016

The more informed wholesalers are, the more personalized their sales pitches can be, which will result in better advisor relationships and better sales. Digital teams have an important role to play in arming wholesalers with the content and tools to enable sales, but must make it effortless for wholesalers to use content and tools when in the field.

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Boosting Sales Force Effectiveness with Gamification

JUNE 2016

For gamification to be effective in the business setting, it has to be relevant to business objectives and requires thoughtful design and meaningful metrics.

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Building for Speed: Google’s Accelerated Mobile Pages

JUNE 2016

Content & development teams looking to take advantage of AMP must do their homework before creating new pages or versions of current pages to connect to it.

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Engaging Advisors with Effective Email Subject Lines

JUNE 2016

The email subject line is the front line for engagement. Firms invest a great deal in developing content but don’t always do the same with the subject line.

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Creating Real-Time Connections with Live Streaming Video

JUNE 2016

DST kasina — Businesses are increasingly recognizing the potential of live streaming video to drive engagement & lend immediacy to their marketing content.

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Digital Insights: Website Traffic from Search Engines

JUNE 2016

Digital Insights shows differences in branded vs. non-branded search terms & offers tips for understanding popular search terms and optimizing SEO efforts.

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Elevating the Customer in Marketing Metrics

MAY 2016

DST kasina explores how customer loyalty and customer retention ranked last among the marketing impact metrics asset managers currently use.

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Exploring Voice-Activated Devices as a New Channel for Doing Business

MAY 2016

DST kasina shows how voice-activated apps deliver convenience & value to users and should be utilized by digital marketers in the asset management industry.

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Using an Omni-Channel Approach to Provide Great Customer Experiences

MAY 2016

A true omni-channel approach takes the customer’s perspective, seeing all the interactions a customer has with the firm as part of a single experience.

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Digital Insights: Mobile Searches for Product Info

MAY 2016

Asset managers should test & evaluate the mobile experience they offer to determine whether they are making it easy for mobile users to find what they need.

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Improving Search for Mobile Users

MAY 2016

DST kasina details tips and advice for optimizing a website’s in-site search function so it’s easy to use on smartphones and other mobile devices.

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4 Ways to Increase your LinkedIn Following

APRIL 2016

DST kasina shows how to leverage LinkedIn by treating it as an extension of your website where timely and relevant content can be easily shared.

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Digital Insights: Financial News and Research Sites Drive Valuable Traffic

APRIL 2016

DST kasina offers considerations for digital marketers looking to improve content marketing and digital advertising on financial news and research sites.

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Integrating Texting as an Additional Communication Channel

APRIL 2016

Many advisors are being actively encouraged to use texting by their firms, as it offers a new way to communicate with a receptive younger audience.

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Telling a Better Brand Story with Native Advertising

APRIL 2016

Native advertising is paid content marketing that blends in with editorial or user-generated content of the host website: articles, videos or social media.

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5 Best Practices for Sponsored Content

APRIL 2016

Sponsored content builds brand awareness & loyalty by positioning the firm as an expert & provider of information relevant to the firm’s core business.

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Digital Insights: Engaging More Advisors with Web and Email

MARCH 2016

For March we looked at how advisor website and email performance have changed year-over-year for asset managers. With total reach having increased in each channel, but engagement down, we offer tactical tips on how to improve it.

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Typecasting: Targeting Emails to Advisor Segments

MARCH 2016

Targeting emails provide timely, priority topics for each advisor segment & when an advisor clicks through, they should find something just as relevant.

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Closing the Engagement Gap with Predictive Content Recommendations

MARCH 2016

In this article, DST kasina reviews what predictive content recommendation engines do, how they work and the benefits of using them.

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3 Keys to Increasing Site Search Success

MARCH 2016

DST kasina - the top thing asset managers can do to drive website use is make it easy to find information, so a robust site search function is imperative.

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Drawing Attention to Product Expertise with Interactive Tools

MARCH 2016

Instead of relying on periodic performance to demonstrate expertise, firms can use interactive tools to let advisors explore products' positive attributes.

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5 Principles to Follow Before Asking “Content or Layout First?”

FEBRUARY 2016

How are digital user experiences likely to change in the future? The more flexible a site, the more likely the layout will adapt to new developments.

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Measuring the Value of Value-Add Programs with Voice Analytics

FEBRUARY 2016

DST kasina - How to better gauge the effectiveness of value-add services, such as practice development programs & portfolio strategy consultations.

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5 Ways to Increase Website Traffic and Boost Engagement

FEBRUARY 2016

DST kasina examines what leading firms from within the asset management industry are doing to drive traffic and keep visitors engaged on their websites.

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Digital Insights: Driving Better Advisor Site Traffic

FEBRUARY 2016

This month’s infographic focuses on traffic to financial advisor websites — which sources drive the most traffic and which advisor paths tend to lead to the most engagement. It uncovers the potential that email marketing has in terms of driving traffic, suggesting that executives look deeper into firms’ email strategies.

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Using Podcasts to Engage Listening Advisors

FEBRUARY 2016

DST kasina - Asset managers are well positioned to establish expertise & garner an audience by using & promoting podcasts to showcase thought leadership.

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Digital Insights: A Focus On Newsletter & Commentary Email

JANUARY 2016

Advisors want to hear from firms during volatile times, but are often disappointed in what they are receiving.

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2016 Predictions for Digital Engagement

JANUARY 2016

kasina tends toward optimism as we continue to push asset managers to increase digital engagement strategies to support the client business journey.

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Embracing the Dynamic Elements of HTML for Thought Leadership and Commentary

JANUARY 2016

Use the dynamic elements of HTML to better capture advisors' attention, earn their engagement and help them zero in on what’s most relevant and important to them.

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Using Micro-Moments for Sales Enablement

JANUARY 2016

Micro-moments contribute to understanding where an advisor is in the decision journey, & can help maintain relevance in the face of fewer meetings.

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3 Navigation Approaches to Welcome New Site Visitors

JANUARY 2016

kasina looks at how presenting solutions to challenges different buyers commonly face is an inviting way to welcome new visitors to your website.

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Digital Insights: A Focus on Social Media Traffic

DECEMBER 2015

This month’s infographic focuses on the fact that asset managers are driving exponentially more website traffic from social media than they were just three years ago, but aren’t keeping financial advisors engaged. It shows where this traffic is going and how to improve the experience—from their newsfeeds to your website.

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Making Login Worthwhile

DECEMBER 2015

kasina discusses several options firms have for capturing various types of user information during login in exchange for something advisors value.

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Taking a Solution Orientation to Product Selection Tools

DECEMBER 2015

kasina's article shows how to improve the product selection experience on asset manager websites by reviewing methods to filter product solutions.

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Meeting Advisor Expectations with Subscription Customization

DECEMBER 2015

kasina considers the content to which advisors subscribe, & how they interact with the emails they receive, provides invaluable data on an advisor’s needs.

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Using Related Fund Features More Effectively

DECEMBER 2015

kasina examines how firms wanting an effective related funds feature need to think of it as another way to help advance the advisor’s decision journey.

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Digital Insights on Mobile Traffic

NOVEMBER 2015

November 2015 Digital Insights on Mobile Traffic.

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Amplifying Your Content Reach and Results on Social Networks

NOVEMBER 2015

kasina discusses the benefits of paid amplification, 3 savvy strategies for amplifying social content, & how to Increase effectiveness through integration.

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Integrating Social Content on Your Website

NOVEMBER 2015

kasina - social media integration offers customer engagement. The more firms can do to encourage social engagement, the deeper relationships will become.

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Opportunities for Asset Managers with Robo-Advisors

NOVEMBER 2015

kasina—digital advice services are here to stay. Asset managers need to closely examine the ways they can best participate to stay relevant & competitive.

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Prioritizing SEO

NOVEMBER 2015

kasina—Avoid being pushed beyond page one of search results & make it easy for financial advisors to do business with you: constantly monitor & adjust SEO.

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Key Practices for Delivering Great User Experiences

OCTOBER 2015

kasina research finds that e-business managers feel user experience design skills are essential, but have not embraced a UX-focused approach.

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Getting Traction with Video Content

OCTOBER 2015

kasina shows how video provides the opportunity to humanize brands, and gives marketers better control of the content consumers.

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5 Tactics to Personalize Digital User Experience

OCTOBER 2015

kasina shows benefits of deep personalization that recognizes advisors’ preferences, attributes, engagement, and place in the decision-making process.

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Responding Effectively to Stages in the Advisor Decision Journey

OCTOBER 2015

kasina displays that one can’t effectively deliver what an advisor needs to advance their customer journey unless you can track where he is in that journey.

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Educating Advisors on Variable Annuities

SEPTEMBER 2015

kasina displays how advisors need education on the evolution of variable annuities, & support in how to convey the nuances of the products to their clients.

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Building Influence with Blogs

SEPTEMBER 2015

One third of advisors use blogs to research products; underscoring that firms without blogs are missing out on opportunities to interact with advisors. Nearly half of advisors subscribe to at least one asset manager blog, substantiating interest in this important communications channel.

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Getting More out of Events with Social Marketing

SEPTEMBER 2015

kasina shows how firms can incorporate social media into event planning to increase registrations, captivate audiences, and grow marketing and insight.

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Delivering Good Value and User Experience with Webinars

SEPTEMBER 2015

kasina explores webinar producer & moderator roles, seven common webinar delivery issues, and steps asset managers and insurers can take to prevent them.

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5 Mistakes to Avoid in Developing Responsive Websites

AUGUST 2015

kasina shows how responsive website design requires more planning, design time, development, and testing than traditional design, and gives tips on success.

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Enabling Real-Time Digital Communication

AUGUST 2015

kasina - Digital communication's growing importance as a means of interacting with advisors suggests now is the time to review communication strategies.

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Bringing Literature Distribution into the 21st Century

AUGUST 2015

kasina - Tips on using a variety of elements to help advisors home in on the right documents & take action on the literature much faster & more conveniently.

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Leading on Twitter

AUGUST 2015

kasina shows how leading brands on Twitter stand out because they have used Twitter's features to engage with advisors.

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Leading on LinkedIn

JULY 2015

Asset managers & insurers have built presences on LinkedIn & offer useful content, but are not taking advantage of opportunities to engage advisors.

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Serving and Engaging Clients More Effectively on Institutional Websites

JULY 2015

Asset managers are recognizing the benefits of making their institutional sites more engaging & are using tactics seen on advisor websites to do so.

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How Frequent Publishers Keep Pace with the 24/7 News Cycle

JULY 2015

kasina explores what frequent publishers in leading firms are doing to publish a steadier stream of new, relevant content.

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What Asset Managers Should be Thinking about with the Apple Watch

JULY 2015

kasina focuses on opportunities to use the Apple Watch as a productivity tool, through existing apps and new tools using the Apple Watch’s native features.

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Leveraging Digital Clues to Enhance Advisor Relationships

JUNE 2015

kasina identifies digital clues, recommends proactive approaches to re-engage disaffected advisors & discusses how to personalize the customer experience.

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3 Types of Education on Alternatives Asset Managers Should Provide

JUNE 2015

Given the complexity of alternative fund strategies, alternatives are one area where educating the advisor is as important as educating the investor.

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7 Proven Formulas for More Effective Headlines

JUNE 2015

kasina highlights 7 top headline performers that asset managers can easily adapt to attract more eyes and clicks to their content.

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Empowering Employees to Be Brand Advocates

JUNE 2015

kasina shows how firms can arm employees to be powerful brand advocates through targeted, codified use of social media.

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Adding Value with Value-Add

MAY 2015

Value-add programs need to focus on the advisor & must also provide advisors with specific steps and usable tools that will help improve their business.

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Ways to Make Commentary More Engaging

MAY 2015

Commentary should be serious & technical; including engaging elements aids comprehension, helps differentiate the fund manager, and increases the audience.

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Delivering Consistent Brand Experiences Across Multiple Devices

MAY 2015

Cross-screen technology offers new options for asset managers to engage advisors on the sites they're visiting across the Internet—regardless of device.

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Five Tips for Effective Visual Storytelling

MAY 2015

Well-executed visual narratives are a powerful way to engage online users with a firm’s brand. kasina gives examples and tips in this article.

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Developing Engaging, Effective Webinars

APRIL 2015

This article delivers tips in three key areas to create a successful webinar: Developing appealing webinar content; Delivering an engaging presentation;and Driving strong attendance.

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Value-Added Support for DCIO Business

APRIL 2015

To support advisors specializing in DCIO services– a group representing sticky assets, with unique needs and a longer sales cycle– asset managers are becoming more tactical.

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Building Business Analytics Capacity

APRIL 2015

Building capacity requires making decisions about whether to build or buy capacity, where the function lives within the organization, and what skills are needed.

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Nurturing Leads Beyond the First Visit

APRIL 2015

Asset managers and insurers should be forging relationships with advisors from their very first visit to the firm’s website by leveraging available data to tailor content to their interests.

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Lessons Learned from Leading ETF Websites

MARCH 2015

Asset managers need to focus on delivering a first-class experience that makes it easy for advisors to do business with the firm—and makes it easier for them to grow and manage their practices.

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Profiling People Throughout the Firm

MARCH 2015

Providing investors with a complete picture of the firm’s talent is vital in building confidence and trust in the brand. Leading firms go well beyond showcasing the portfolio management team.

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Creating Momentum by Connecting Customers

MARCH 2015

As marketers continue to fight to be at the top of customers’ minds, they must continue to find ways to connect their brands to each customer.

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The Benefits of Blogs

MARCH 2015

We examine how a blog fits into the e-business team’s arsenal of digital marketing tools, best practices, and the importance of engagement, as well as SEO benefits as a blogging bonus.

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Localizing Global Thought Leadership

FEBRUARY 2015

The challenge of global thought leadership is making the content relevant to, and compliant with, local markets.

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What You Need to Know About Customer Identity Management

FEBRUARY 2015

We discuss the basics of customer identity management and the importance of implementing a customer identity management system.

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Personalized Video: A Valuable Sales Enablement Tool

FEBRUARY 2015

As the capability for video to become personalized has evolved, firms are taking a more comprehensive look at the value that video can provide.

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Showcasing Funds With Dynamic Profile Pages

FEBRUARY 2015

In this article, we delve into seven attributes of an effective product profile page.

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REVIEW OF 2014 AND PREDICTIONS FOR 2015

JANUARY 2015

Every January we look back on predictions we made for the year before and begin the process again of prognosticating on what will happen in the coming twelve months.

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Prioritizing Usability

JANUARY 2015

Improving usability should be a key goal for asset managers seeking to attract more advisors to their websites.

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Reaching a Variety of Audiences with Content Versioning

JANUARY 2015

An examination of how fund firms have executed content versioning and an introduction to the key steps in implementing the process.

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Tuning In to the Popularity of Audio

JANUARY 2015

Asset managers should consider audio just as important as text and video as a communication medium.

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Presenting Compelling Risk Management Metrics

DECEMBER 2014

Firms should employ a more expansive presentation of risk that includes Sortino ratio, upside/downside capture and maximum drawdown.

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Providing Customization Options to Enhance User Experience

DECEMBER 2014

Firms should use both personalization and customization to provide the most relevant website experience for advisors.

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Enhancing Client Experience with CEM Tools

DECEMBER 2014

Customer experience management tools help firms by creating relevant, personalized experiences for their clients online.

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Enhancing Engagement with Personalized Video

DECEMBER 2014

Personalized video communications provide a new tool to communicate with a friendly face and voice.

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Tap into SlideShare--the Undervalued B2B Marketing Powerhouse

NOVEMBER 2014

Very few asset managers have SlideShare accounts, and those that do could be using theirs more effectively.

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5 Tips for Hosting Successful Twitter Chats

NOVEMBER 2014

kasina recently hosted its first Twitter chat with peers and experts on common digital marketing, distribution and e-business issues online. Here are some tips that make a Twitter chat successful.

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Offering Online Continuing Education Credit

NOVEMBER 2014

Firms have an opportunity to build relationships with advisors by providing CE programs that specialize in industry areas where they have expertise.

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Differentiating with Customer Service

NOVEMBER 2014

The qualities in firms that advisors find problematic—and that affect doing business with them—are related as much to poor service as they are to other key factors such as performance, product options, reputation and firm size.

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Engaging Advisors with Mobile-Friendly Email

OCTOBER 2014

Email is the most frequent form of contact that asset managers have with many advisors, and most advisors primarily read their email on mobile devices.

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The Impact of Navigation on Site Experience

OCTOBER 2014

As asset managers compete to increase their share of advisors’ attention online, the critical importance of good navigation cannot be overlooked.

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Product Filtering Tools

OCTOBER 2014

This article offers examples of the two primary ways fund filtering is offered on fund and ETF provider websites today.

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Executing Hashtag Campaigns for Brands

OCTOBER 2014

Asset managers have a significant opportunity to take advantage of the hashtag phenomenon to increase brand recognition and reinforcement.

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Gaining Customer Insight with Sentiment Analysis

SEPTEMBER 2014

Technological advances in natural language processing and unstructured data analysis over the past few years have contributed to the creation of a burgeoning field formally known as Sentiment Analysis.

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Using Website Metrics To Demonstrate Business Impact

SEPTEMBER 2014

e-Business should use digital metrics to provide powerful insights into the firm’s business, as well as using them to illustrate how the site supports individual business units in achieving their respective goals.

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Dynamic Personalization for Unknown Website Visitors

SEPTEMBER 2014

How does a firm make more information available to advisors without logging in while simultaneously creating a personalized experience?

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Developing Business with Millennials

SEPTEMBER 2014

A better understanding of who Millenials are and what they expect will help asset managers, assuming they can provide a relevant customer experience.

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A Look Inside e-Business Budgeting Practices

AUGUST 2014

e-Business teams have increasing opportunities to better understand their customers and utilize that understanding to develop effective business strategies.

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Promoting Corporate Philanthropy and Social Responsibility Online

AUGUST 2014

Corporate social responsibility and community service is not only beneficial for the recipients and the world in general, it can also be good for business.

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6 Essentials to Becoming an Effective Brand Publisher

AUGUST 2014

Leading financial services companies are becoming publishers in order to cultivate prospects before their buying journeys have even begun.

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Delivering More Effective and Consistent Brand Messages to Advisors

AUGUST 2014

No firm has reached the holy grail of having completely integrated sales and marketing teams. A command messaging center can help to ensure more consistent messaging and effective selling.

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The Unique Utility of Google+

JULY 2014

Google+ features several unique attributes that make it valuable to savvy B2B marketers, including its impact on search results, Hangouts and other networking options, and access to robust analytics.

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Engaging Advisors With Video

JULY 2014

Many asset managers are investing an increasingly significant amount of time and money in their video development activities.

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4 Ways to Differentiate Your Investment Process Online

JULY 2014

In this article we will review four tactics asset managers can use to better communicate and display their investment philosophies and processes on their websites.

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Approaches to Presenting Funds to Capture Advisor Interest

JULY 2014

Thoughtful presentation of funds can build loyalty and brand, and in some cases can be designed to encourage interaction and repeat visits.

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Mobilizing Product Content

JUNE 2014

How can a firm be efficient and reduce rework, while still delivering on user expectations for a consistent experience across devices?

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Innovative Approaches to Online Investment Education

JUNE 2014

The opportunity to use multi-media as well as interactivity has led some asset management firms to be more innovative in how they provide online education.

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Building Reach and Rapport with Compelling Visual Content

JUNE 2014

With the dramatic increase in use of Pinterest and Instagram, visual storytelling has never been more important on the web.

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Smarter Meetings with Smartphone Apps

JUNE 2014

Several new smartphone apps automatically link disparate information together and pave the way to more effective meetings.

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Applying Adaptive Content Strategies to News Content

MAY 2014

A deep dive into implementing a content creation process that removes “rework” and is flexible and efficient. Where should a firm begin?

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Using Mobile Alerts to Push Content Clients Want

MAY 2014

With custom alerts, asset managers and insurers can deliver timely and relevant information to interested users. This type of information flow can greatly enhance client engagement and promote a loyal base of followers.

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Boosting SEO in the New Era of Knowledge-Driven Search

MAY 2014

SEO is more critical to brand recognition than ever. The past year has seen a series of changes to search engine results pages (SERPs) that will influence users’ clicks.

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Lessons From Disruptors In The Asset Management Industry

MAY 2014

Online investment management sites are providing investment management capabilities directly to advisors and investors. And online financial planning sites are rapidly gaining traction.

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The Time Is Now For Visual Social Media

APRIL 2014

The popularity of visual social networks has soared, thanks to a growing appetite for snack-sized, graphics-based content that’s easy to consume on-the-go.

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Increasing Content Marketing Effectiveness with Management Tools

APRIL 2014

Content marketing is a powerful tactic for asset managers competing to capture the elusive attention and loyalty of financial advisors.

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The Importance of Website Speed

APRIL 2014

Your website loads in the blink of an eye. Sorry, that’s too slow.

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Gaining a Competitive Edge with Text Analytics

APRIL 2014

Asset managers must work to incorporate new technologies into their e-business toolkit. Big data has been an area ripe with technological developments as data scientists and executives collaborate to revolutionize business practices.

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Best Practices for Using Showcase Pages on LinkedIn

MARCH 2014

As a platform designed specifically for professional networking, LinkedIn enables asset managers and insurers to target financial advisors based on their particular interest areas and professional attributes.

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Moving Forward with iPad Apps for Wholesalers

MARCH 2014

When the iPad was introduced in 2010, a number of asset managers and insurers armed their wholesalers with tablets and a few firms engaged in a flurry of app development and system integration. But what has happened since those early days? Sadly, very little.

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Finding & Connecting with Influencers on Social Media

MARCH 2014

Social media has greatly expanded the universe of sources to whom we turn for news and information. While journalists traditionally have been gatekeepers to news, they, too, mine social media to develop stories with unique insights and find fresh expert voices.

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Increase Sales with Increased Website Use

MARCH 2014

Asset managers have invested heavily in building websites for financial advisors, but getting advisors to visit frequently can be a challenge. Content marketing is one proven strategy for increasing site traffic. But personalized guidance can be even more successful.

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Email Analytics for Asset Managers and Insurers

FEBRUARY 2014

Email is a critical marketing tactic to reach advisors, and is most effective when personalized to their behaviors and preferences.

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Refreshing and Using Personas

FEBRUARY 2014

Personas that were developed 20, 10, five or even two years ago are no longer a precise reflection of the user types in today’s digital target audience. Personas need to be forward-looking to provide organizations with the insights they need.

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Using Visual Cues to Enhance Website Usability

FEBRUARY 2014

To address ever-increasing user expectations to find needed content quickly, e-business teams have intensified their focus on applying design and user experience (UX) principles to assist users in their efforts.

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Making it Easy to Make Contact

FEBRUARY 2014

Asset managers and insurers need to translate the personal relationship wholesalers have with advisors to the virtual world with one-click access to direct contact information for people, whether they are field wholesalers, internals or service desk managers.

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Presenting Disclosure on Mobile Devices

JANUARY 2014

Since the advent of asset manager websites, performance-related disclosure has caused a presentation headache. The solution for a website viewed through a browser on a desktop, laptop or even a tablet—and often disruptive to the user experience in its own right--does not translate to the smaller screen of a smartphone.

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2013 Review and Predictions for 2014

JANUARY 2014

Every January we look back on predictions we made for the year before and begin the process again of prognosticating on what will happen in the coming twelve months.

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Essential Elements of Website Navigation Labels

JANUARY 2014

Website visitors who can’t find desired information with a few clicks will usually get frustrated and leave. Therefore, user-friendly website navigation is just as critical as the quality of the content offered.

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Analyzing Asset Manager Website Trends to Boost Traffic

JANUARY 2014

It is critical for digital marketing teams to review and analyze the trends in both traffic sources and devices being used. Understanding these trends enables digital marketing teams to find key areas to enhance and better accommodate their site visitors.

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7 Things Asset Managers Should Measure with Web Analytics

DECEMBER 2013

Most firms collect basic web metrics but don’t know which ones are most important or how to interpret them in a meaningful way. Examining behavioral aspects can help determine how websites are being used and provide actionable insights to make the website more effective.

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Six Ways to Engage Reporters with Social Media

DECEMBER 2013

To capture the attention of editors and reporters, asset managers and insurers need a thoughtful public relations strategy that goes far beyond sending out press releases. They need to leverage the power of social media .

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6 Kinds of Stories to Make Your Brand Memorable

DECEMBER 2013

Marketers and salespeople often rely on logic to appeal to customers. But stories pack a one-two punch by persuading on both an intellectual and emotional level. They give context and meaning to dry facts and figures. And they’re at the heart of content that goes viral.

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Getting Started with Adaptive Content

DECEMBER 2013

The concept of adaptive content is actually quite simple: content is decoupled from presentation. Adaptive content is highly structured, flexible and reusable, eliminating the need for multiple content strategies to work across different devices or media.

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Leaving Lasting Impressions With Video

NOVEMBER 2013

Most asset management firms provide some type of online video content, typically in the form of portfolio manager commentary or thought leadership content, But do these types of videos make a memorable brand impression on advisors and investors?

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Think Like a Publisher to Maximize Content ROI

NOVEMBER 2013

Advisors expect the same user-friendly approach from asset manager websites that they experience on publisher sites. Learn lessons from top publishers that asset managers can apply to their own websites:

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Using Linkedin to Support Wholesalers

NOVEMBER 2013

With over 70% of financial advisors using LinkedIn, and nearly one in four expecting to be able to connect with wholesalers on the world’s largest professional network, asset managers need to have a strategy for getting their wholesalers engaged on LinkedIn.

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Weaving in Social Content To Enrich Websites

NOVEMBER 2013

Leading firms use their blogs and Twitter accounts to post content quickly, anticipating or responding to political and economic events. That content should be integrated and showcased on website home and landing pages to gain greater exposure and dissemination opportunities.

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6 Rules for Effective Press Rooms

OCTOBER 2013

In this article, we’re going to cover how to create a well-designed Press Room on the corporate website to boost the odds of attracting media coverage that could raise the firm’s profile among millions of investors and advisors.

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Fostering Advisor Trust and Interest with Portfolio Manager Profiles

OCTOBER 2013

Asset managers and insurers invest a lot of resources into choosing the right portfolio managers for their funds. Biography pages are an opportunity for firms to leverage one of their most important assets and differentiators -

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Annual Customer Service Review

OCTOBER 2013

As asset managers attempt to engage new prospects and retain existing relationships, high quality service is paramount for cementing brand image and nurturing loyalty.

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Website Search: Getting It Right

OCTOBER 2013

Would “google” have earned a dictionary entry if search was unimportant? Most website logs will show that search is used more frequently than the e-business teams of asset managers and insurers would like to admit.

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Delivering Sales Impact with Marketing Automation

SEPTEMBER 2013

Today’s financial advisors expect an increasingly personalized experience from asset managers and insurers—a challenge for busy wholesalers who must juggle good customer service with prospecting new accounts.

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Supporting Brand Awareness with LinkedIn Company Pages

SEPTEMBER 2013

LinkedIn has long been recognized for its ability to help asset managers and insurers recruit employees and wholesalers connect with financial advisors.

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Revisiting the Microsite

SEPTEMBER 2013

kasina last reviewed the pros and cons of microsites two years ago, and found few appropriate instances in which to use them. But social and mobile functionality have made microsites a different experience in 2013, and thus more suitable for asset managers and insurers to support product, strategy and brand campaigns.

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How Advisors Use Online Financial Planning Tools

SEPTEMBER 2013

Over the years, asset managers and insurers have licensed or developed interactive tools and calculators for their advisor websites to address financial planning needs. Are they worth the investment? kasina’s research on what advisors do online shows that few advisors use tools on asset manager sites.

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Building Blogs that Generate Leads

AUGUST 2013

Blogs can be a powerful way for asset managers and insurers to attract new advisors while forging stronger relationships with existing clients.

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Targeting Content Based on Social Network Connections

AUGUST 2013

Companies that capture and integrate the activity and assessments of their website visitors can offer more personalized experiences and recommendations.

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Virtual Communities for Advisors

AUGUST 2013

Social media provides asset managers and advisors an important way to interact and engage. Use of social media has continued to grow and evolve as firms and regulatory bodies determine how to incorporate this medium into a regulated environment.

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Why Firms Should Take A Close Look at Google+

AUGUST 2013

It’s the seriously powerful social media platform that asset managers have yet to take seriously. Two years after its launch in June 2011, Google+ is now the second-most popular social network, with over 500 million users—behind Facebook’s 1.2 billion users but ahead of Twitter’s 500 million and LinkedIn’s 225 million.

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The Long and the Short of Short Video Sharing

JULY 2013

The proliferation of mobile device and social media use has created no end of social sharing opportunities. With ever decreasing attention spans, another kind of social sharing—short video—has caught fire among brands.

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Responsiveness and Efficiency with Agile Development

JULY 2013

Brands must be able to implement new content, features and functionality more quickly than ever in order to compete. That requires moving from Waterfall development method to approaches that support nimble, rapid, collaborative delivery.

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Identifying Brand Advocates: Who Has Clout?

JULY 2013

If all those tweets disappear into the ether, are they influencing the target audience’s behavior? Online influence moves beyond the initial post to affect someone’s behavior in such a way that a business outcome results.

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Delivering Personalized, Digital Magazines to Advisors

JULY 2013

Online magazines offer an effective and efficient new way for asset managers and insurers to provide tailored information in a visually striking format.

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Unlocking Doors With Social Logins

JUNE 2013

Asset managers expend a lot of effort in developing websites for advisors with dedicated content and tools. Many advisor websites still require registration and unique logins which deter usage and foil firms' business objectives for developing brand awareness and nurturing loyalty. Among the primary reasons for not using asset manager sites, 35% of advisors do not remember their user names and 20% will not use sites that are password-protected.

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Mobile CRM Access Enhances Productivity

JUNE 2013

With the use of mobile devices penetrating sales forces, mobile access to the CRM is a competitive necessity, not a nice-to-have. A March 2012 survey by Nucleus Research found that 74% of companies have already enabled mobile access to CRM applications.

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Making the Most Out of Mobile Advertising

JUNE 2013

More advisors access email and news via mobile devices than desktops and laptops. And we can only expect mobile use among financial advisors to grow. In 2012, 76.8% of advisors were using at least one mobile device for business purposes, up from just 53.5% in 2010.

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The Sound of Service—Adding Value Through Voice Recognition Technology

JUNE 2013

The popularity of mobile devices is soaring and so is the opportunity for asset managers and insurers to simplify advisors’ lives, foster consideration and loyalty and capture more investment assets. Combining small screens and touch technology can make typing and navigating several screens to accomplish a task exasperating for even tech savvy users.

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Strategies for Increasing Engagement with Facebook

MAY 2013

Most asset managers and insurers have been slow to see the potential of Facebook as a means to engage with advisors. While 65% of firms have a branded page, just over half of them respond to comments and encourage dialogue.

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Best Practices for Fund Screeners and Comparison Tools

MAY 2013

Two-thirds of advisors visit asset manager and insurer websites for product and performance information. Many firms have a page listing their funds along with standard performance information.

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Email Design That Boosts Response

MAY 2013

As we discussed in the E-Business Compass article, “Increase Relevancy to Boost Email ROI”, from our April 2013 edition, email marketing is a critical element of the sales funnel for asset managers and insurers.

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Data Visualization Techniques

MAY 2013

Every second of every day, the amount of data traversing the Internet is greater than the data stored in the Internet just 20 years ago. Asset managers and insurers make their own significant contributions to this mind-boggling amount of bits and bytes with a daily influx of pricing and performance data.

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Big Data: Collection to Monetization

APRIL 2013

Data big and small is becoming big business. Yet for this wealth of digital information to be of value to asset managers and insurers, it needs to be integrated into the firm’s CRM system, providing a central repository where it can be accessed, mined and acted upon.

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Enhancing Pricing & Performance Pages

APRIL 2013

Technology developments have heightened user expectations for interactive, informative online experiences. That is particularly relevant for pricing and performance pages, which have always been the data-intensive workhorses of asset management and insurance websites.

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Increase Relevancy to Boost Email ROI

APRIL 2013

Email is a more personal medium than marketing strategies like direct mail or advertising. And the deluge of spam has made everyone more protective of their inboxes. So investment companies must remember that they were invited into the advisor’s inbox.

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Earning More Retweets on Twitter

APRIL 2013

While LinkedIn remains the dominant social media platform used by financial advisors, asset managers and insurers are increasingly turning their attention to Twitter. In this article we will review strategies to encourage retweets and 11 tactics that increase retweet potential.

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Designing for Mobile First

MARCH 2013

Mobile use by advisors has grown exponentially over the past few years, as kasina’s research has shown. In response a few leading firms are adopting a “mobile first” approach to online initiatives.

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Enriching Content Publishing with Wordpress

MARCH 2013

Blog posts allow for greater exploration of themes than short tweets and can also be optimized for search engines. While many content management systems facilitate blogging, WordPress’ repository of plug-ins offers superior capabilities for developing, marketing, and integrating blogs in the social sphere.

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Tips for Engaging Advisors with iPad Presentations

MARCH 2013

The iPad-wielding wholesaler has quickly become the norm. And more than half of advisors want wholesalers to use tablets in meetings to more effectively present information. But are the sales presentations making the most of the medium?

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Enhancing the Power of Product Profiles

MARCH 2013

As the battle for mutual fund dollars gets more competitive, asset managers and insurers must find ways to highlight their strengths and differentiate their investments throughout every step of the sales and marketing process.

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Connect to Advisors with Screen-Sharing & Video Conferencing

FEBRUARY 2013

Leading firms always find ways to use new technology to improve the ability of wholesalers and internals to reach financial intermediaries.

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Captivate & Clarify with Infographics

FEBRUARY 2013

Companies that employ infographics in their communications are using a tool that helps them better promote their products and add value to their brands.

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Reaching Prospects with Display Retargeting

FEBRUARY 2013

Financial advisors are increasingly turning to online sources for the information they need, with 61.2% of advisors now preferring to search for information online rather than calling a wholesaler.

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Navigating Product Lines From the Home Page

FEBRUARY 2013

Take a step back and look at your home page. Do you provide multiple access paths to information? Are you welcoming individual investors, financial advisors and institutional investors to explore products, strategies and services?

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Review of 2012 and Predictions for 2013

JANUARY 2013

Every January we look back on predictions we made for the year before, an exercise that reveals the conflict between hope and reality, as we at kasina are as often right as we are wrong.

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Promoting Fund Launches and Changes Online

JANUARY 2013

A number of asset managers are altering fund lineups to enhance their ability to compete in the industry. In 2012 alone, 321 new funds were launched. However, fund launches represent only a small percentage of the changes that firms make to their product offerings.

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Demonstrating Website Impact on the Business Cycle with Digital KPIs

JANUARY 2013

Asset managers and insurers expend great effort on optimizing their digital presences but often fail to measure the impact of their initiatives. They also miss the opportunity to enhance the user experience of their websites using real time feedback.

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Content and Context: Helping Advisors Reach Investors

JANUARY 2013

Which is likelier to get a driver to the desired destination, the information provided by a map or the guidance of a GPS? While either may work in the right hands, the combination assures arrival in the right place. Similarly, investors benefit from reading information about investing but are likelier to reach their desired goal with the personalized guidance of a financial advisor.

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Understanding Opportunities Provided by the Semantic Web

DECEMBER 2012

We explore how companies can employ semantic web technologies to improve client, employee, supplier, and distributor access to corporate websites, and enhance integration of web content and data.

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Ensuring Effective Lead Management

DECEMBER 2012

Digital marketing teams are evolving beyond a service orientation and aiming to help drive sales. As firms generate leads via their digital efforts, it is critical that these leads are both qualified and managed properly.

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Crowdsourcing Innovation

DECEMBER 2012

With a facilitator, a plan and a process, crowdsourcing offers valuable new opportunities for insight and customer engagement to enhance innovation, improve problem-solving and increase service.

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Best Practices in Practice Management Tools

DECEMBER 2012

With nearly half of advisors using practice management tools at least monthly, asset managers can look to their practice management offerings as another means to differentiate themselves to advisors.

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