The marketing world continues to change. The newest disruption, generative AI, will forever change how marketers connect with audiences. Our recent survey inquired about how firms are using generative AI and asked many other questions. In this CutterCast, we share key trends and takeaways from our Asset Management Marketing Benchmarking survey with a focus on strategy, content, channels, and operations. Since this is the third Marketing Benchmarking survey, we are able to reflect on how industry marketing has adapted over the last 5+ years.
John Refford joined Cutter Associates in 2018 as a consultant in the client-facing practice. John brings deep expertise in digital marketing technology within the financial services industry. Prior to joining Cutter, John spent 20 years at Natixis Investment Managers, most recently as Senior Vice President, Marketing Technology. There, John led the effort to digitize and modernize the firm’s marketing strategy by launching new digital capabilities and marketing channels. He pioneered the firm’s social media and lead generation programs focused on building brand awareness and driving advisor engagement. Prior to joining marketing at Natixis, John spent 12 years in IT, where he was responsible for the firm’s system, network, and security for global offices. John was a member of the Investment Management Education Alliance and served as a Digital Council board member from 2015 to 2017. A recognized leader in digital strategies, John has presented numerous times at industry events on digital marketing topics. He holds a bachelor of science in computer science from Fitchburg State College, a graduate certificate in technology management from Worcester Polytechnic Institute, and an MBA from Babson College.
Onawa Promise Lacewell has a research focus on the impact of disruptive technologies on the financial services sector and on the client-facing technology that wealth managers use to support the digital experience of UHNW and HNW end clients. Specifically, she is interested in how wealth managers use digital portals and mobile apps to support the client experience of UHNW and HNW end clients. Onawa holds a PhD from the University of Missouri.
Recent research assignments and publications include the following: