driving up digital spend as fund marketing budgets stay flat

Driving up digital spend as fundmarketing budgets stay flat

57% of fund firms say that their 2013 retail marketing budgets have remained flat year on year*

*Ignites Distribution Researchhttp://distribution.ignites.com/report/section/557801/62581

So despite cost challenges, most fund marketing budgets remain intact

Compared to 2012:

14% of firms increased budgets by up to 10%

21% of firms increased spend by 20% or more*

*Ignites Distribution Research

In 2013, digital marketing accounted for 30% of total marketing spend.

Next year, it’s expected to rise to 35%*

*Ignites Distribution Research

71% of fund marketers say their #1 priority is integrating data across the enterprise*

*Ignites Distribution Research

*Ignites Distribution Research

But many firms lack the processes and tools required in an increasingly data-driven, digital world*

Small fund firms have the agility to quickly embed digital across everything they do

For larger firms, external partnershipsare the key to marketing agility

CMOs who are used to long waits for internal IT builds welcome the chance to partner with the right external provider

Can marketing affectthis kind of change?

YES(provided they have a seat at the table)

Where should marketing sit within the organization?

Where should marketing sit within the organization?

At 62% of fund firms, Marketing reports to the C-Suite

At 15% of fund firms, Marketing reports to Sales(an arrangement that has to change before client engagement can be placed at the heart of a value-creating strategy)*

*Ignites Distribution Research http://www.distribution.ignites.com/c/561341/63081

The CMO can morph into a CIO

The CMO can morph into a CIO

Information + data are at the heart of a fund marketing strategy that’s about overall business growth rather than simply delivering ad hoc tactical campaigns

Read the full post at kurtosys.com/blog