How Can an Asset Management Company Digitalize its Communication Strategy ?
On the occasion of the Emerging Manager Day organised in Paris by New Alpha Asset Management, Jérôme Lascombe, Wiztopic’s president, reviews the new digital communication challenges of the financial sector’s companies. Along with Muriel Faure, president of the AFG innovating mission and the experts of MeilleureSCPI, Dorval AM and Agence Mirada.
What are the main channels for a solid digital strategy?
The good thing about an asset management company is its diversity and the quantity of information content produced by the managers, analysts, press officers, marketing teams…). Different format contents can be digitally exploitable whether it is a manager’s video interview, a photo report, a press release, an expert point of view or an 80 pages PDF research. Manny channels exist and they can be used to give maximum visibility to content according to its type.
Once the content is finalised and validated, each “channel” has a role to play in the information distribution sequence,
- Emailing remains the favourite distribution channel for communicators. If optimized, it can be a very efficient medium for asset managers! Actually, many emails end in the spam boxes of their recipients, not to mention the emails that arrive to the right destination, but are neither seen nor read. It is better to optimize the messages, to opt for downloading links for attached documents, to include multimedia and to distribute them in a “responsive” format.
- Natural referencing is responsible for 50% of interactions between the distributed content and its targets. Google is the first source of information for media. Thus, information should be published with the right tools in order to be easily accessible thanks to the Search Engine Optimization technique. Said that, referencing is not only limited to web but it is also useful for Social Media.
- Social Media have become necessary for any digital strategy. Twitter, to transfer the published information to the newsroom or the press of the company, and Linkedin, to publish the articles and share its values, they are both excellent tools for Asset Managers.
We’re usually against social media regulatory constraints for management companies. However, apart from recommendations and direct promotion of products performance, nothing prevents an asset manager from sharing the values of different team managers or to publish one of their interviews with a journalist
Because of these constraints, digital communication considers media relations as an essential medium for the visibility of asset managers in the digital context.