Financial advisers are increasingly interested in hearing from asset managers’ marketing teams in a digital format, accessible via the Web, according to Kasina’s latest FA Vision report, created in conjunction with Horsesmouth.

Sixty-percent of the 91% of advisers who rely on asset managers’ commentaries and outlook materials prefer online versions to print. They also prefer receiving practice management collateral digitally.

“As marketing budgets face scrutiny during budget season, firms that can recognize the shifting balance between digital and print marketing will be in a stronger position to deliver what advisers need in the most cost-efficient manner,” said Hari Krishnaswami, product manager of FA Vision at Kasina.

However, 56% of advisers want hard copies of brochure and fact-sheet materials that they plan to share with clients.

A majority, 58%, of advisers want to receive market commentaries and outlook, as well as product-specific marketing materials weekly. While advisers continue to use print materials for client meetings, 46% are now sharing market commentaries, presentations, learning tools and other educational materials with their clients via an online medium. Usage is even higher among reps at independent broker-dealers than within traditional wirehouses.

“With a growing need to disseminate information quickly, certain timely information, such as market commentary, needs to be delivered more rapidly,” Krishnaswami said.

The two research firms’ findings were based on a survey of 538 advisers.

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