April 20, 2023 | Stamford, CT — Institutional investors are increasingly using digital media, along with traditional media sources, throughout the investment process.
A new report, The Future of Digital Content in Institutional Investing by Coalition Greenwich, in partnership with LinkedIn, examines the role of digital content in the institutional investment marketplace and how it has changed in the past five years. It offers insights into the changing habits of institutional investors when it comes to the consumption of investment research and how asset managers can adapt to these new trends.
The report highlights recent research results based on 232 institutional investors located in the U.S., EMEA and Latin America showing that the pandemic accelerated their use of digital media, with 67% of respondents indicating that hybrid working has driven them to use social media more often than before the pandemic. In addition, the research found that institutional investors consume more information than ever before, with 80% of investors seeking content from asset managers directly. The asset manager’s reputation as a top content provider is one of the characteristics institutional investors value most, as well as the degree to which the content is tailored or customized to the specific investor.
"Providing personalized investment research is more important than ever," says Dan Connell, Head of Market Structure & Technology at Coalition Greenwich and co-author of The Future of Digital Content in Institutional Investing. "With less face-to-face contact, asset managers must make a conscious effort to provide the personal touch that many institutional investors expect."
The Future of Digital Content in Institutional Investing offers valuable insights for asset managers promoting their solutions in a crowded market. It outlines how the pandemic and hybrid work have changed behaviors and analyzes what investors are looking for in thought leadership content, and how asset managers can use content to build brands and grow AUM.