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(Not) understanding the customer journey

Think about the last time you bought a more important item online. Did you – as many online marketers wishfully summarize from inconclusive data – search for the product category and directly buy the product from a PPC ad? Or did you spend hours and hours reading reviews, asking for… Read More

Marketing is about Discovery and Attention

Getting people to discover your brand, and getting their attention for the right reason, is 99% of the job of a marketing person. I think that’s a pretty uncontroversial statement, yet many companies don’t rationally market this way. If you as a marketer firmly believe that facilitating discovery… Read More

Do you SEO? An Opportunity for P2P Lending Companies

At this stage of the P2P lending industry, things are getting competitive. We see lenders start to spend money on advertising in order to get investors, doing PR and content, working on their brand, and optimizing their websites for maximum conversion. And while those are worthwhile things to… Read More

Sales vs. Marketing: observations about broker lead quality

Anyone working considerable time in a marketing role at a broker will recognize feedback from the sales department often revolves around the quality of the leads they get. As you are probably aware, this is not always for good reason. In this article I want to discuss the… Read More

I’d like to Smash your Brand into Pieces.

No, I am not suggesting I will go around your office tearing up brochures or ripping logo’s off the wall. Although that would be fun. The strictly theoretical question for you to answer is; is your brand still recognizable when you smash any part of your marketing collateral… Read More

No, Robots should not run your marketing

A lot of marketing people in the brokerage industry look with envy at companies in this space that automate large parts of their marketing. And to a certain extent, optimizing advertising can be done by rules and robots. However, if you look at the business model of those companies automating a… Read More

The Golden Rule of the Brokerage Industry

Last I checked it’s 2017, and definitely not 1999. Yet when looking at the experience of becoming and being a customer with many brokers, you would think time stopped since the year the Euro was introduced. Due to compliance rules it’s pretty difficult to become a… Read More

How to Double your Conversions in 2017

Yes, we should all really go to the gym more. And eat healthy. Spend more time with the family. New Year’s resolutions aplenty, but I’d really like you to add another one to the list. This one is to do with business, and to be more precise, with… Read More

Why CySEC is right to ban bonuses and stop pressure selling

So you are a small broker and want to grow quickly. What’s a firm to do? You hire a call centre, offer amazing bonuses and try to do everything you can to increase your earnings. You get everyone in the company on KPI based compensation, because more revenue… Read More

Marketing is not the pretty print ad you make. Marketing is about finding and communicating differentiators.

The FX industry, despite being a massive producer of ultra-modern, leading edge technology that drives the digital financial markets industry forward, is a relationship business. As a result of the dichotomy between the product, made up of its finely honed components which create access to global… Read More

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