In the first of two articles about internet marketing, David Elms , chief executive of IFA Promotion , sets out how the net has changed intermediary's marketing message and the client's search for a financial adviser.
Marketing isn’t simply about advertising or selling, it is also about working out customers' goals and needs and then delivering to them. Crucially, it also means ensuring nobody is left in any doubt as to the nature and value of the service you provide. Depolarisation introduced a third type of financial adviser and the opportunity for IFAs to promote themselves as the only providers of the gold standard of financial advice. Marketing is an essential tool for IFAs to communicate the key message that they are the only source of holistic advice from the whole of the market. The most ...
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