Asset managers are neglecting their institutional investor websites, mistakenly reasoning that institutional buyers require personal interaction throughout the decision-making journey. Sixty-two percent of institutional investors, however, find the company website to be an important source of non-financial information. Leading firms understand this and use their websites as an integral part of the client’s relationship experience – from supporting the search process to providing personalized service.
Digital Strategies for Building Brand Preference with Institutional Investors demonstrates how asset management firms can differentiate their story for institutional buyers during their search process by using their institutional investor websites to communicate their 4 Ps: philosophy, process, people and performance management. It also suggests ways firms can utilize their digital capabilities to deliver personalized service that complements what the relationship management delivers. The report assesses the institutional sites of 21 firms and recognizes the leaders.
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Primary Audience: Heads of E-Business, Marketing, Digital Strategy
DST evaluated 21 institutional investor websites survey responses and conducted interviews with selected institutional investors as well as digital strategy managers.
categories: branding, marketing strategy, investment strategy/investment product, customer journey