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Digital marketing strategy critical to robo success

For two developers of robo-advice tools, the use of digital marketing will be a key strategy for the success of the tool and for greater client take-up.

Speaking to ifa, MyPlanner Australia managing director Philippa Sheehan said following the launch of the dealer group's robo-advice offering, she will be helping her advice network with the digital marketing strategy to assist with client engagement.

"MyPlanner will be providing to Planners a blueprint digital marketing strategy for them to use as a guide to help them channel prospective clients to their business," she said.

Ms Sheehan added that now, "more than ever", it is essential for advisers to have a digital marketing strategy or a "digital footprint".

"It does not have to be big – start with building the Planner and business profile in LinkedIn and ensure content is posted and connections are made at least weekly. This could be as simple as sharing a news item that they have read lately," she said.

Risk specialist software provider Omnium – another developer of a robo-advice tool – will use web advertising to showcase the tool and gauge adviser and client interest.

"We envision limited forms of this solution being available to clients via adviser websites, which can be used to better engage potential clients online and increase the likelihood of these potential clients becoming leads for financial advisers," Omnium product manager Trishanth Chandrahasan said.


Mr Chandrahasan said when the software provider officially launches its robo-advice offering it will be taking to social media and promoting it through email campaigns.

"We have also communicated the launch of the tool to advisers through our online company blog," Mr Chandrahasan added.

To assist advisers in building and understanding digital marketing strategies, ifa's sister publication Adviser Innovation is holding a Digital Marketing Boot Camp in Sydney and Melbourne.

The day will cover ways to build a strong personal brand using social media as well as the time-effective use of digital platforms.

To book tickets to the event, visit: