CAMBRIDGE, Mass.--(BUSINESS WIRE)--Financial service providers are reaching out to advisors more than ever before―not just through email and print mailings, but also through newer modes like webinars and social media. On average, advisors receive 126 contacts per month from product manufacturers, significantly more than the 110 touches per month reported a year ago and the 103 touches per month reported five years ago. These and other findings are included in the annual Advisor Touchpoints™ study by Cogent Research, a division of Market Strategies International. The report is based on a survey among a nationally representative sample of over 1,700 financial advisors in the U.S.
Similar to prior years, advisors largely regard provider email and external wholesaler visits as the most effective modes of communication. Preferences for mode vary significantly by the type of communications they receive. This year’s report reveals that providers have significantly increased their reach across a variety of other mediums, including print mailings, webinar invitations, internal sales calls, and social media.
“Advisors have come to expect a multifaceted approach from providers. In fact, ETF providers are targeting advisors most frequently through social media,” said Meredith Rice, Senior Product Director. “These ancillary, often newer, mediums fortify the overall relationship between the advisor and provider.”
Having increased the overall volume of touches, financial providers are getting closer to striking the right frequency advisors prefer, but companies must also ensure their messaging addresses advisor needs.
“With thought leadership, for example, providers face the arduous task of not only creating cutting-edge material, but also addressing the subjects advisors view as timely and informative,” said Rice. “With so many providers clamoring for attention, there is an immediate need for providers to pinpoint the issues and ideas that matter most to advisors.”
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AVERAGE NUMBER OF TOUCHPOINTS ACROSS ALL FINANCIAL SERVICE PROVIDERS |
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| Type of communication | Average # per month | ||
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62.8+‘11 |
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| Print mailings |
20.1+‘12‘11 |
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| Webinar invitations |
16.7+‘12‘11 |
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| Internal sales phone calls |
13.8+‘12‘11 |
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| External wholesaler visits |
5.4+‘11 |
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| Social media |
4.2+‘12‘11 |
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| Road shows/conference invitations | 3.2 | ||
| Total (monthly) |
126.2+‘12‘11 |
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Source: Cogent Research Advisor Touchpoints™ 2013 |
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+/- = Significant change from 2012 to 2013 |
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About Cogent Research
Cogent Research, a division of Market Strategies International, helps clients gain clarity, obtain perspective, and formulate direction on critical business issues. Founded in 1996, Cogent Research provides custom research, syndicated research products, and evidence-based consulting to leading organizations in the financial services, life sciences, and consumer goods industries. Through quality research, advanced analytics, and deep industry knowledge, Cogent Research delivers data-driven solutions and strategies that enable clients to better understand customers, define products, and shape market opportunities in order to increase revenues and grow the value of their products and brands. Market Strategies acquired Cogent Research on May 2, 2013. Read why this dynamic combination means sharper insight for our clients.
