Views

Getting emotional in digital advertising. 05 September 2017

Why you should focus on the future, but stay creative.

Over the past few years, Programmatic Advertising – that’s digital ads backed by a sprinkling of AI – has shaken up the way brands target and deliver messages to their audiences in real time. What’s noticeable is that online consumers, driven by exponential increases in smartphone and tablet use, are leaving an ever bigger digital footprint – one to be mined and exploited. So if data is the key driver, can good old fashioned creative still add tangible value in a more programmatic world? Absolutely. Here at Living, we believe that the secret to adding creative zest is to tell tales – and get emotional.

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The win-win of workplace diversity 30 August 2017

A compelling business case in a changing world.

Our 2017 Living Ratings revealed that just 23% of the world’s 100 leading asset managers provide any meaningful diversity & inclusion content. Our evidence tells us that it’s not a topic that’s being taken seriously. However, if you switch focus from the asset management sector for a moment and browse the home pages of the leading law or accountancy firms’ websites, you’d be forgiven for thinking that workforce diversity is business’s latest feel-good trend. But you’d be mistaken because this is a commitment that’s here to stay. 

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Beating Digital Grade Deflation 23 August 2017

Guest Feature by Mark Atkinson

"Computers are incredibly fast, accurate and stupid; humans are incredibly slow, inaccurate and brilliant. Together they are powerful beyond imagination." - Albert Einstein

What grades would asset managers get if they had just sat exams for digital intelligence? Judging by Living Group’s new ratings, most would have to settle for Cs and Ds or even Fs. Unlike this year’s crop of A Level and GCSE students, precious few would be celebrating being awarded coveted As and A*s.

So how can asset managers improve their digital performance? Living Group’s recommendations of really focusing on clients’ needs, versus puffing their own credentials, and producing high-quality, engaging content are certainly part of the answer.

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The power of “you” in a world that can’t stop talking about “me”. 16 August 2017

It’s time for asset managers’ websites to focus on their audiences.

We’ve all been there. You’re at a wedding reception, or a cocktail party, maybe a business lunch – or in my case the number 11 bus – and you’re sitting next to someone whose favourite subject is what they see in the mirror each morning. If you’ve a heart of stone or cojones of steel you’ll make your excuses and leave immediately. For most of us it’s awkward. If you’re kind, and most of us are, you’ll smile politely and stick it out. Because few of us like to cause offence – or get off the bus too early.

With websites or social media there are no such moral dilemmas; if something, or someone, bores you then you can click, close or swipe away. 

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Every asset manager has a story to tell. What’s yours? 08 August 2017

Engaging financial advisers and intermediaries with great writing.

The growth of digital communication across websites, blogs and social media has handed users immense power: The power to ignore anything that doesn’t catch their imaginations immediately. This reality has encouraged digital communicators to create content that’s more authentic, open and transparent. And more personal. 

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Mind the brand gap 20 July 2017

Transforming ‘old school’ law firms into switched-on service brands

We’ve got a question for you. How big is your ‘brand gap’? That’s the gulf between the external perception of your firm, and the brand and digital footprint that supports it out there in the real world. Or, to put it another way, the gulf between the quality of your people and your ability to sell what they do.

Marketing professional services ain’t what it used to be. With the clubbable world of the ‘old school tie’ largely a figment of the past and the competitive environment more ruthless than ever, the creation of a robust and relevant legal brand can be a powerful enabler – and an engine of growth – in otherwise turbulent and challenging times.

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