One of my favorite things about being on the Mutual Fund Education Alliance Digital Council is that I get to help steer the content and development of our member meetings. For our Spring event I’m working with two experienced presenters, Hearsay Social’s Victor Gaxiola and DST kasina’s Julia Binder to discuss how consumer and technology trends are changing how financial professionals, and their digital marketing counterparts, communicate with customers. Here’s the official session description:
The Rise of the Omnichannel Advisor
Given the plethora of online information and the increasingly self-directed decision journeys of today’s financial advisors, asset managers must address ever higher expectations for relevant digital engagement in all marketing channels. Leading firms are leveraging sophisticated technology and behavioral analytics to personalize connections with advisors on social networks, websites and mobile devices in order to develop long-lasting, profitable relationships. Attendees will learn how wealth managers and their representatives must adapt to meet customer expectations in a digital world.
Julia Binder, Head of Strategic Marketing Research — DST kasina
Victor Gaxiola, Senior Customer Advocacy Manager — Hearsay Social
What to expect
Victor brings with him the unique experience of being a financial professional along with the wisdom gained by working with advisors who are looking to build their practice. His presentation will outline the needs of the new “Omnichannel Advisor” and what digital marketers can do to support the next generation of advisors.
Julia’s experience in digital strategy and marketing was honed working for industry leaders in publishing, IT and asset management. She’ll discuss kasina’s research on the impact of behavioral segmentation on developing digital engagement strategies for advisors.
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