Meyler's Dunn: Marketing Is Going Mainstream In 2018
Sophisticated marketing is the next big investment for hedge funds and private equity firms, according to Meyler Capital, a leading integrated capital-raising and marketing services company for alternative investment managers.
“In 2018, marketing is going mainstream in the multi-trillion-dollar alternative asset management sector,” said Kyle Dunn, founder and CEO of Meyler. Meyler provides integrated brand, marketing and capital-raising services to hundreds of alternative asset management firms in the US and internationally.
“As intense competition for allocations grows, managers will recognize the need to define and shape their brand,” said Dunn. “As part of this effort, managers will turn to shorter presentation decks, creative and compelling design, web site traffic analytics, greater use of video, and automated email systems to better serve clients and grow their businesses,” Dunn said.
Key trends that will dominate 2018 include:
• The Rise of Marketing -- Distinct from sales and client service, the role of the professional marketing executive will grow in the alternative sector. This will involve tighter integration with capital-raising.
• Cut the Deck -- Presentation decks are slimming down to less than 20 pages.
• Beyond Blue & Gray – Dull palettes will be replaced with more robust colors and accents. Brand-consistent “Style Manuals” will become common.
• Social Studies – Managers will embrace social media to reinforce brand, build visibility.
• Brand Ads – Advertisements promoting firms -- not funds -- will attract attention.
• Digital – Digital marketing decks presented via video or tablets --not PDFs -- will grow along with video-embedded decks.
• Roll the Video – Manager videos will become more targeted, content-focused.
• AdWords Niche – Managers, particularly those with niche strategies like cryptocurrencies, will begin purchasing AdWords to promote their firms.
• Tracking – Trackable links will replace attached files; analytics will gauge interest.
“Starting now and mushrooming in 2018, non-traditional tools and channels will become ‘just another thing we do’ for the leading alternative asset managers,” said Dunn.