70% of managers plan region-specific marketing campaigns

Senior employees at corporate headquarters seek to exert more control across all the firm's offices, Cerulli says

October 17, 2013 1:46 IST | India Infoline News Service
The majority of European, Asian and US managers prefer to plan global marketing campaigns at regional level-but execute the initiative locally. 

Cerulli's Global Marketing and Sales Organizations: An Industry Roadmap report finds that many global fund managers have overhauled their internal organization since the global financial crisis. They seek greater control over all aspects of their business, from sales strategies and marketing expenditure, to having a single brand message.
Brand recognition is central to investors' decisions, as is investment education, which involves several departments-sales, marketing, product specialists, and fund managers. Thought leadership has therefore assumed an important role in the industry. About 50% of international managers plan to increase their marketing budgets for it next year.

"Thought leadership is a highly effective brand-building tool if the right resources are devoted to both the content and the manner of communication. To stand out in a crowded space, it pays to focus on your strong suit and stay relevant to your local clients," says Yoon Ng, associate director at Cerulli. "But what really matters is the timeliness of response. With global news accessible around the clock, clients will look for an immediate response to major events that can affect their investments-even just a simple call or email."

Almost 70% of managers based in Europe and Asia plan region-specific marketing campaigns. Coordination and communication between all teams plays a crucial part, not only to support the sales teams' efficiency, but also to convey a coherent brand message to external investors. The latter are increasingly more demanding in the wake of the financial crisis.

"More control means more centralization, either at a global or regional level. However, there is a discrepancy within the firms, because the senior decision-makers want to better control strategies and costs, but local teams, which deal with clients, are trying to stay as close to their market as possible," says Sabrina Lacampagne, analyst at Cerulli and one of the main authors of the report. 

The research also discusses how fund managers are coordinating their relationships with global financial institutions, and how they can measure the success of their sales and marketing campaigns. Finding the appropriate metrics is becoming critical because decision-makers are increasingly demanding a return on investment for every activity by their firms. 

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