Why data capture is essential for choosing the correct advertising approach

Automated reporting can help with campaign optimisation and make your budget work harder

Key points:

• Brand building and product promotion are not mutually exclusive.
• Data helps you understand when and where to build brand, to educate or to be tactical. Capturing the right data is essential to ensure the correct advertising approach and it makes the budget work harder.
• Alphix Solutions offers several tools to provide marketers with deeper insights into their web traffic, including firmographic data and targeting, and bot detection.

From shortening the marketing cycle to providing competitor analysis and insights on client interest and demand, technology can play a pivotal role in improving marketing practices. Alphix Solutions offers a suite of solutions to meet these challenges, including automated reporting to ensure campaigns can be optimised and result in maximum return on investment.

At a recent breakfast briefing organised by Fundamental Media, several asset management marketing professionals discussed the potential of technology to shorten the marketing cycle. This includes understanding the competitor landscape and current market demand, ensuring your messaging always suits market conditions, and automated reporting so all marketing decisions are based on accurate and real-time data.

Alphix Solutions provides asset management marketers with accurate site performance measurement without relying on cookies. This enables them to understand how various media channels, publishing partners and advertising creatives are performing. These can then be optimised to achieve a maximum return on investment.

Addressing marketing challenges in asset management

In alignment with leveraging data for effective marketing strategies, we recently conducted a poll on LinkedIn to uncover the challenges asset management marketing teams face in their campaigns. The results echo the importance of data-driven decision-making in overcoming these hurdles.

Proving Marketing ROI: With 29% of respondents citing proving marketing ROI as a top challenge, the need for accurate data capture and reporting becomes evident. By leveraging tools like automated reporting, marketers can demonstrate the tangible impact of their campaigns, ensuring the marketing budget is wisely invested.

Adapting to Market Trends: Similarly, 29% of respondents highlighted the challenge of adapting to market trends. In a landscape where market conditions fluctuate rapidly, real-time data insights empower marketers to pivot strategies swiftly and stay ahead of evolving trends.

Improving Marketing Efficiency: Another 29% emphasised the importance of improving marketing efficiency. By harnessing technology to streamline processes and optimise campaigns based on data insights, marketers can maximise the impact of their efforts and achieve greater efficiency in resource allocation.

Benchmarking Competitors: Lastly, 14% of respondents identified benchmarking competitors as a challenge. Utilising tools like firmographic data and competitor analysis, marketers can gain deeper insights into competitor strategies and market positioning, enabling them to refine their own approaches for better results.

These poll insights underscore the critical role of data in addressing the key challenges faced by asset management marketing teams. By leveraging technology and actionable insights, marketers can navigate these challenges effectively and drive success in their campaigns.

Marketing is often seen as a discretionary spend at asset management companies, the roundtable participants pointed out. “We want to come to a point where marketing is a percentage of the bps that were earned in that year. At the moment a lot of asset managers only want product push. They want to see flows; they’re not interested in brand building,” one of them said.

However, brand building and product promotion are not mutually exclusive. Moving the target audience through the sales and marketing funnel is a marketer’s main task. For the upper funnel, when a company aims to build trust and brand awareness, brand campaigns are most suitable. Tactical campaigns, on the other hand, should be employed in the lower funnel, when a company should ensure front-of-mind positioning at the ‘point of sale’ and then moving to a retention strategy.

So how do marketers know when to push products and when to build brand? This is where accurate and real-time data comes in. Data helps you understand when and where to build brand, to educate or to be tactical. Capturing the right data is essential to ensure the correct advertising approach and it makes the budget work harder.

Alphix Solutions offers several tools to provide marketers with deeper insights into their web traffic. These include firmographic data and targeting, and bot detection.

Our firmographic capabilities allow marketers to drill down at a company level into the visitors to their site. By knowing which companies are interested in which products, asset classes or strategies, marketers can target prospects with much more detailed and relevant messages. Reporting at a firmographic level allows more accurate attribution of marketing activities and intelligence to support increasingly complex, yet targeted activities.

Many marketers struggle with bot traffic skewing their site performance data, but our bot detection provides a clear picture of the volume of bot traffic on a page. With these insights, marketers are prevented from making business decisions based on pages with high bot traffic. It also enables the exclusion of bots in any retargeting campaigns, ensuring all advertising money is spent on reaching humans.

Having an automated reporting and data capture system in place is essential for any marketing professional looking to shorten the marketing cycle. Without the data, it is impossible to understand the competitor landscape, to gauge current demand and interest in various products and strategies, and to ensure your messaging is in line with current market conditions.