IFA Census
There are people out there who think that marketing is simply a fluffy flurry of smart-arsed ideas, far too many clever words and over suggestive pictures.
If that were true, we’d all be out of a job. Because for smart ideas to be truly smart, for clever words to be really clever and for pictures to suggest precisely the right thing - you need something else.
Something else like IFA Census – the online research resource run by NMG Financial Consulting – designed to make sure the ‘fluff’ (cos’ there will be some) has function.
The last quarterly research study focused on how IFAs respond to different forms of online advertising and marketing. Nearly 350 IFA participants answered questions including what type of online creative they would respond to? What information they would download? When would they provide an email address? What would their willingness to participate in an online seminar be? They were also asked to give us their reactions to 7 different online creatives from Asset Management companies currently running campaigns within the UK.
In the research, we decided to take a back-to-basics approach to find out if IFAs are moving as fast as the technology that is being used to target them is and whether this technology is effective. From the results it was clear that while IFAs have embraced technology, they have definite preferences as to the type of campaigns they will respond to.
Our next study will build on this on to find out, for example, how IFAs are responding to social networking and how companies can use the likes of Twitter, Facebook, LinkedIn et al to target IFAs.
See, nothing fluffy about that.
bakehouse has worked with NMG on major projects such as the AIFA FF>>WD business transition academy but we have also launched our own studies through IFA Census.
