Investing in marketing technology is a growing trend in the fund sector – and with good reason, as tech enables marketers to understand investors better, and develop customer-centric marketing.
Technology can, for example, make communication and sharing easier between marketing and sales teams, ensure website content is interactive and easy to use, automatically answer investor questions through chatbots, and make emails look good and easy to read on all devices. But, perhaps its biggest advantage is the ability to gather and analyse data. This enables fund marketers to discover what investors want and need and then tailor communications accordingly, which can have a significant positive impact in terms of raising assets.
