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ETF flows stay positive in September reaping USD15.5bn

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Exchange-traded fund flows remained positive in September attracting USD15.5 billion, according to the latest issue of the Cerulli Edge – US Monthly Product Trends.

This contrasts with mutual fund which assets dipped 3.3 per cent from August to September, and sustained outflows of USD5.7 billion, with taxable bond (-USD13.9 billion) and US equity (-USD11.4 billion) asset classes enduring the greatest outflows.

 
Based on Cerulli's recent survey of marketing executives, building brand is the most important initiative, rated 4.1 on a scale of 5.0 for marketing-related top initiatives. Three-quarters of large firms (assets of more than USD100 billion) say they are building brand through coordination of communication across marketing collateral and websites while maintaining the same look and feel (colors and design scheme). The same percentage of small to medium firms report that they have a major firm initiative to build brand through all communications emanating from the firm. 
 
 
According to a recent survey on digital tools, social media, and websites, both large and small to medium asset managers frequently use social media to communicate with advisors and other intermediaries. While individual broker/dealer policies regarding social media vary greatly, broker/dealers should leverage their entire firm for integration, not isolate social media into separate groups. This integration prevents content from either falling short of investor interest, or not reaching its targeted audience.

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