It’s easy to come up with lofty words and slogans. What is much harder is threading valid marketing insights about what people truly need and want all the way through your whole experience—product line, marketing messages, advertising, the sales process, client interactions, materials and tools—all of it. As DFA observed, the needs of today’s transformed investors have evolved. While investment management and financial planning are foundational elements, an ideal relationship today must go deeper with a client experience that backs up marketing messages, truly reflects the advisory firms’ purpose and is delivered with complete personalization while being consistent, convenient and engaging. That’s where our world is headed.
As the industry bifurcates between boutique firms and marketing powerhouses, ask yourself where you fit in. Whether you are big or small, understanding the people you serve is critical. If you want to be big, it’s important to appreciate the strategic role marketing plays and either build your own capability or join with a partner who can help you.
In a world where investments can be commoditized and traditional planning is hard to differentiate, a good CMO may be your greatest competitive asset.
Gail Graham is chief marketing officer at United Capital, an innovative and fast-growing financial life management firm with a unique approach to the market. Having earned awards in retail investor and advisor marketing, Graham is driving United Capital’s brand development, marketing and lead generation across all channels. Follow her on Twitter: @GailGrahamUC