Asset management is a complex industry in terms of distribution. We’re in 25 countries and have 26 audience segments ranging from high institutional to private investors and we have to serve a community with diverse needs and expectations. The U.S. specifically is very complex; both in terms of the channel and geography. Dianomi simplifies the process of reaching these audience segments in the U.S. and the U.K by being an end-to-end native platform. They help produce the content, develop the native ad and distribute it for us. Being end-to-end is critical for us to scale. We’ve tripled the amount of content we produce but, at the same time, we need to make sure that what we put out there is compelling and resonates.How does native advertising work within your marketing mix?
How people interact with content is changing. We don’t own our customers so we must meet them in the environment where and how they want to read this information. Investors also don’t often want to see banner ads from financial service providers and generally don’t transact much. They’re also pressed for time and prefer content in a snackable format. Working with Dianomi, our content is time-efficient, interesting and dynamic. We see engagement when the client and prospect is fertile. Using lead-gen tactics such as native, combined with email, we can move them through the funnel.