For mutual fund and ETF providers, an effective communications plan is a necessity. This point, which is obvious to some and practiced successfully by few, is crucial because of the very nature of technology itself.

We live and work in an environment where, between the instantaneous power of social media to report (or distort) news about finance and the intense atmosphere among fund managers to best the competition, the lack of a voice - the absence of a marketing strategy - will leave a specific ETF vulnerable to poaching and the erasure of its identity, all due to the amount of noise about investing in general.

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