Investment Association to include ETFs. What does this mean for marketers?

The growth of ETFs shows no sign of abating and this latest move to include ETFs in the Investment Association (IA) sectors will undoubtedly continue to put pressure on active managers to demonstrate value for money.  The role for marketers to really explain why their funds are worth additional basis points will become ever more pressing. 

For some time the conversation has moved away from just performance to now needing a more rounded positioning. One that articulates how the brand and the culture of the business adds value, how the process and investment style is robust and repeatable over time and an explanation of the type of investment journey the investor can expect.  This cannot be done effectively with a slap dash, lipstick marketing approach, but one that truly highlights the differentiation of the offering and articulates it with care and clarity.  Marketing departments are again become ever more strategic and influential in our roles.

Read Full Article

The growth of ETFs shows no sign of abating and this latest move to include ETFs in the Investment Association (IA) sectors will undoubtedly continue to put pressure on active managers to demonstrate value for money.

This article is only available to members.
Register for free now.

Register for free

Register with the Fund Marketing Network for free to access our content and events. Upgrade to Premium or our programmes later (optional)

Register

Related Content

Digital, Market Insight

3 months ago

Four Digital Marketing Trends That Will Help You To Raise Assets

Four new digital marketing trends that you must get to grips with to master this brave new digital world and grow and retain AuM.

Read more

Market Insight

3 months ago

Video: A quick overview about the German mutual fund market

The first of these videos providing key overviews for markets in Continental Europe, with this one focusing on the German market.

Read more