From an owned media marketing perspective, an investor relations website is an essential property – not dissimilar to a trade show booth. You never know when a prospect is going to walk by and make a purely visceral judgment.
In the case of an institutional investor (90%), visiting an IR website must be a surface-level, emotional “kicking-of-the-tires” as they already have access to all your past performance data and in-depth analysts’ reports.
They want to understand how you represent your “financial brand.”
Combine this information with the first question in our study, and there is no question about the need to have an IR website to build confidence with Wall Street.
For more on the Shareholder Confidence 365 Study, request the full 30-page hardcopy report now.
About the study
Initially launched in 2012, the Shareholder Confidence 365 Study is an ongoing survey targeted at two key constituents with whom public companies communicate: institutional investors and individual investors. It was the first study of its kind — directly asking investors how they consume investor relations content. In 2014, we published an updated study.
For this 2016 iteration, we have segmented and compared the results between institutional investors and individual investors. To date. we have accumulated over 6,870 responses from a pool of 16,000 buy-side analysts & portfolio managers and from over 15,000 long-term holding retail investors. There are 29 questions.
Questions include:
- How often do you visit IR websites?
- Why do you visit IR websites?
- Do you use Twitter for stock research?
- Would a CEO video instill trust?
- Do you use earnings estimates?
The inbound response ratio is 1:3, Wall Street to Main Street. All of the data is unedited, except for any typos within the comments and the exclusion of inappropriate comments.
Click here to request the free Shareholder Confidence 365 Study.
Author Bradley H. Smith is Director of Marketing, Investor Relations and Compliance Services at PR Newswire and Vintage.
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