Individuals looking for a financial advisor are beginning to rely less on their friends and family for referrals, which suggests that advisors need to ramp up their marketing, according to a recent survey.

Forty-two percent of people trying to find an advisor say they start their search online, eMoney found in a survey of 2,000 U.S. adults who have worked with a financial advisor. The survey was fielded during the week of September 14.

eMoney says advisors must therefore ensure that when prospects find them, their websites are up to par: 98% of respondents to the company’s survey say that an advisor’s website is important to them, and a third say it’s extremely important.

And social media presence is also growing in importance, eMoney says: 37% of respondents to its survey say they’re more likely to choose an advisor who’s active on it.

Investors are looking for personalized content: 84% of respondents in eMoney’s survey say such content is very important to them when working with an advisor, and 63% say that personalization, combined with “insightful and educational content,” is what would make an advisor’s marketing stand out from the competition, the technology solutions and services provider says.

“These past nine months have accelerated the need to embrace digital marketing and communications,” Valerie Rivera, senior product marketing manager at eMoney Advisor, says in a statement.

Do you have a news tip you’d like to share with FA-IQ? Email us at editorial@financialadvisoriq.com.