Fund firms score low in online marketing

BNP Paribas Investment Partners and JP Morgan Asset Management were two of the best asset management firms at online marketing in an industry that is generally poor, a marketing firm claimed.

Fidelity Investments, BlackRock and Aberdeen also ranked in the top five revealed by Peregrine Communications, which said asset managers were failing to connect with investors online and via social media.

The average manager scored just 19 out of a possible high score of 43. Managers were found to prioritise company news on websites over educational content that was found to be more engaging and better at attracting investors via social media and increasing page views on managers’ websites.

Educational content was ignored by the vast majority of managers, with only 14% of websites featuring it.

For over 90% of firms, LinkedIn was the most popular social media outlet, and though fewer managers had a Twitter account (80%), Twitter was used most frequently. However, only 23% of investors engaged with the content.

YouTube had the highest level of investor engagement at 58%, even though only 9% of managers posted to it on a weekly basis.

Aberdeen used YouTube in a multi-asset marketing push last year.

Peregrine said increasing numbers of investment managers had created a ‘head of content’ position to increase their digital exposure to investors, with Schroders, Axa Investment Managers and Legg Mason making hires in the past 12 months.

The report, ‘Online but off-message? Digital presence and content marketing in the asset management industry’, analysed how 100 asset managers across the UK, US and Europe engaged with investors via their website, Facebook, LinkedIn, Twitter and YouTube.

Five best performers

Firm                     Score (out of 43)

BNP Paribas      34
JP Morgan         34
Fidelity                33
BlackRock          33
Aberdeen            32

Five worst performers

Firm                     Score (out of 43)
Odey AM             4
Cooper Inv          3
Pacific Inv           3
Kornitzer Cap     2
H/2 Capital         0

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