E-marketing is on the minds of retail asset managers across the industry as they seek ways to contain costs, while increasing awareness. Cerulli’s annual study on how asset managers are managing retail marketing and sales functions, quantifies asset managers’ plans regarding marketing initiatives and staffing changes, and electronic marketing ranks high for both.
According to Cerulli’s latest data, more than 60% of managers expect to increase their electronic marketing personnel over the next year. This is the largest expected increase in personnel across all marketing functions. Most common are website related roles, which often require specialized knowledge. This follows in line with managers’ plans for marketing materials: 100% plan to expand their website-based content in the future.
When asked which attributes impact their firm’s success most, 56% feel that their website is a large determinant. This is a considerable increase from the 33% that responded as such in 2009. This provides further evidence that website/electronic marketing roles currently are, and will continue to be in demand.
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