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 client of a broker in the first place, brokers should make all the rest of the process as brainless as possible. It starts with advertising and being less annoying. Advertising needs to happen, but it can be so much better. Why do all broker ads look the same and talk about the same things? Why not focus on being different? Then when a visitor comes to your site, they are bombarded with claims of being the worlds’ best broker or some such hyperbole. Or a user needs to fill out 30 form fields to get a demo of your platform. Would this not annoy you?
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Bart is a Partner at MediaGroup. In the agency, he primarily works on SEO, client strategy, new business and staffing. Before working at MediaGroup, he managed global marketing at Citibank’s Margin FX business and worked on online marketing for Saxo Bank in Copenhagen. Bart has lived in 7 countries over the years but is originally Dutch.
The Memorable Marketing by MediaGroup podcast series interviews leading senior marketers worldwide on all things marketing, campaigns, strategy, building awareness and everything that makes a brand successful.
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Testing and optimizing is a way of doing business more than it is some task you take care of though. It touches not just what colour button you put on the landing page or the adwords ads you have in rotation.
Written by Bart Burggraaf
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