Mobile devices, social media, content sharing and much more have become embedded in the way financial advisors do business. Yet, as asset managers know, advisors are not a one-size-fits-all group and neither are their online behaviors and preferences. With nearly 60% of advisors saying the online capabilities of asset managers impact their brand perception, sales and marketing teams who understand the online expectations of their different advisor segments will be best able to tailor their digital engagement strategies to their needs and expectations.
DST's latest annual report, What Advisors Do Online 2015, leverages our past advisor segmentation research The Five Advisor Segments: A New Approach to the Intermediary Market to explore the digital engagement preferences of five segments – Order Takers, Rainmakers, Self-Sufficients, Support Hogs, and Technophiles – and offer recommendations for optimizing your firm’s online initiatives to increase business with each segment while managing costs.
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Primary Audience: Heads of e-business, marketing, corporate communications, strategy, distribution, sales
DST partnered with Horsesmouth to survey 454 advisors, using 12 quantitative and qualitative questions with hundreds of data points.
categories: advisor websites, personalization, social media, advisor engagement/client engagement, digital marketing