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Morgan Stanley Marketing

To serve as a trusted global financial partner by delivering differentiated client experiences through marketing excellence and thought leadership

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To serve as a trusted global financial partner by delivering differentiated client experiences through marketing excellence and thought leadership

Strengths

  • BRAND: Global reputation as trusted wealth management leader
  • INTEGRATION: Successful E*TRADE and Eaton Vance acquisitions
  • CONTENT: Industry-leading thought leadership and research
  • STABILITY: Strong financial performance with $4.2T in assets
  • TALENT: Deep bench of marketing expertise across channels

Weaknesses

  • DIGITAL: Lagging digital client acquisition capabilities
  • ANALYTICS: Underdeveloped marketing measurement infrastructure
  • SEGMENTS: Weak penetration among millennial/Gen-Z investors
  • AGILITY: Slow campaign deployment due to regulatory constraints
  • AUTOMATION: Limited marketing automation implementation

Opportunities

  • PERSONALIZATION: Enhanced data-driven client segmentation
  • EXPANSION: Growing global wealth management market ($137T by 2026)
  • EDUCATION: Financial literacy demand amid economic uncertainty
  • DIVERSITY: Growing women and minority investor demographics
  • HYBRID: Evolving client preferences for digital-human advice blend

Threats

  • FINTECHS: Disruptive digital-first wealth management platforms
  • REGULATION: Increasing marketing compliance requirements
  • CONSOLIDATION: Growing competitive pressure from industry mergers
  • REPUTATION: Potential market volatility damaging brand trust
  • TALENT: Competition for specialized marketing-finance talent

Key Priorities

  • DIGITAL: Transform digital client acquisition and engagement
  • DATA: Build robust marketing analytics and measurement system
  • CONTENT: Expand thought leadership for next-gen investors
  • EXPERIENCE: Develop distinctive hybrid advice marketing model
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To serve as a trusted global financial partner by delivering differentiated client experiences through marketing excellence and thought leadership

DIGITAL DOMINANCE

Transform our digital client acquisition capabilities

  • PLATFORM: Launch integrated digital acquisition platform with 20% improved conversion by Q3
  • CAMPAIGNS: Deploy 15 digital-first campaigns targeting next-gen investors with $2B in new assets
  • AUTOMATION: Implement marketing automation workflows reducing campaign time-to-market by 40%
  • ANALYTICS: Establish digital attribution model covering 90% of marketing touchpoints by Q2-end
DATA MASTERY

Build world-class marketing intelligence capabilities

  • DASHBOARD: Deploy unified marketing performance dashboard with real-time metrics for all teams
  • INTEGRATION: Connect 100% of marketing data sources to central analytics platform by Q2-end
  • INSIGHTS: Deliver weekly AI-powered client behavior insights to all advisor teams by July 15
  • ROI: Improve marketing ROI measurement accuracy by 35% across all channels and segments
CONTENT LEADERSHIP

Expand our thought leadership for next-gen investors

  • PRODUCTION: Create 50 new content pieces targeting millennial and Gen-Z investors by August
  • ENGAGEMENT: Increase content engagement rates by 25% across digital and social channels
  • DISTRIBUTION: Implement AI-powered content distribution system reaching 40% more prospects
  • CONVERSION: Drive $3.5B in new assets directly attributed to thought leadership content
EXPERIENCE INNOVATION

Develop distinctive hybrid advice marketing model

  • JOURNEYS: Design and implement 8 personalized client journeys blending digital and human touch
  • ADOPTION: Achieve 65% advisor adoption of new hybrid marketing tools and resources by Q3
  • SATISFACTION: Increase client satisfaction scores for marketing communications by 18 points
  • RETENTION: Improve client retention rates to 97% through enhanced experience marketing
METRICS
  • QUALIFIED CLIENT ACQUISITION: 22% YoY growth
  • MARKETING INFLUENCED REVENUE: $9.5B
  • CLIENT SATISFACTION (NPS): 75
VALUES
  • Putting Clients First
  • Leading with Exceptional Ideas
  • Doing the Right Thing
  • Giving Back
  • Committing to Diversity and Inclusion
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Align the learnings

Morgan Stanley Marketing Retrospective

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To serve as a trusted global financial partner by delivering differentiated client experiences through marketing excellence and thought leadership

What Went Well

  • REVENUE: Wealth Management net revenues increased 8% to $6.9 billion
  • CLIENTS: Net new assets of $95 billion, representing 12% annualized growth
  • MARGINS: Wealth Management pre-tax margin expanded to 29.2% from 27.4%
  • RETENTION: Client retention rates improved to 96% across all segments

Not So Well

  • ACQUISITION: Digital client acquisition channels underperformed targets
  • COSTS: Marketing technology expenses exceeded budget by 15%
  • SEGMENTS: Growth in next-gen investor segments fell below expectations
  • CAMPAIGNS: Delayed campaign launches due to compliance review backlogs

Learnings

  • INTEGRATION: Better alignment needed between marketing and advisory teams
  • MEASUREMENT: Insufficient attribution models for cross-channel campaigns
  • COMPETITION: Increasing digital competition requires faster innovation
  • CONTENT: High engagement with sustainability and impact investing content

Action Items

  • DIGITAL: Accelerate digital client acquisition platform implementation
  • DATA: Establish unified marketing measurement and attribution framework
  • CONTENT: Expand thought leadership focused on emerging investor segments
  • EXPERIENCE: Develop hybrid advisory marketing model with digital support
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To serve as a trusted global financial partner by delivering differentiated client experiences through marketing excellence and thought leadership

Strengths

  • RESEARCH: Advanced AI capabilities in financial analysis
  • INVESTMENT: Substantial technology infrastructure budget
  • PARTNERSHIPS: Strategic relationships with AI technology leaders
  • DATA: Vast proprietary client and market data repositories
  • IMPLEMENTATION: Successful AI pilots in wealth management

Weaknesses

  • SILOS: Fragmented AI initiatives across marketing teams
  • SKILLS: Limited AI expertise within marketing organization
  • INTEGRATION: Poor connection between AI insights and campaigns
  • ADOPTION: Inconsistent utilization of AI tools by advisors
  • LEGACY: Outdated technology stacks limiting AI deployment

Opportunities

  • PERSONALIZATION: Hyper-targeted content and recommendations
  • EFFICIENCY: Automated campaign optimization and testing
  • INSIGHTS: Predictive analytics for client needs and behaviors
  • AUTOMATION: Streamlined compliance review processes
  • ENGAGEMENT: AI-powered conversational marketing channels

Threats

  • COMPETITION: Rapid AI adoption by digital-first competitors
  • PRIVACY: Increasing regulations on data usage and AI applications
  • TRUST: Client concerns about AI-driven financial advice
  • COMPLEXITY: Difficulty explaining AI models to regulators
  • TALENT: Fierce competition for AI marketing specialists

Key Priorities

  • PLATFORM: Develop unified AI marketing intelligence platform
  • TALENT: Build specialized AI marketing team and upskill existing
  • PERSONALIZATION: Deploy AI-driven client journey orchestration
  • COMPLIANCE: Create AI-enhanced marketing compliance framework