Eighty-four percent of Americans in a survey released Thursday by eMoney Advisor said personalized content was very important to them when working with a financial advisor.
Sixty-three percent of survey participants said insightful and educational content that was personalized would make an advisor’s marketing stand out among its competitors.
Pollfish fielded the survey in mid-September among 2,000 American adults.
The desire for personalized marketing comes at a time when advisors are largely unable to meet with clients in person because of the pandemic lockdown, according to eMoney.
In-person activities and events that have traditionally produced word-of-mouth referrals have fallen off dramatically, changing the way consumers search for an advisor. They are relying less on referrals from family and friends and are turning to search engines instead.