Ever wondered how those trying to sell you products view you and how they think they should best go about it? Well, this report from LinkedIn does just that, writes Tom Ellis, telling asset managers what advisers are up to and suggesting the best ways they can influence them…
According to LinkedIn's report, Connecting with Financial Advisers, advisers are influenced by a range of factors when recommending funds. Namely, the profile of portfolio managers (which supposedly affects 42% of advisers), their relationship with the fund group (32%), and the asset manager's brand (31%). The white paper urges asset managers to develop these three "controllable" elements of their marketing. As for factors outside the control of asset management marketing folk, it says advisers are also influenced by past performance (39%) and low fees (38%). In terms of building rela...
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