In 2016, digital marketing in FX will be completely different! You will all be in charge, and here is why

By Mordecai Holtz, CEO, Blue Thread Marketing

Forex markets and traders rely on digital traffic to bring new users to their platforms. While the combination of volatility in both the forex industry and the digital scene could seem as a challenge for performance success, understanding specific market trends can help forex brands position themselves online and secure results with their users.

With new technologies and new softwares emerging regularly, forex companies need to carefully consider a focused marketing effort on their existing core digital platforms or risk incorporating new digital marketing strategies. Clearly, the early adopters are at a significant advantage in establishing their position on the new platforms, while the more conservative forex companies tend to attempt to catch up by investing resources in retaining their marketing share.

What will digital look like in the forex industry in 2016?

Before making any predictions for digital marketing in the forex industry, the constantly shifting digital landscape continues to blur the lines between real time data and longer form content.

In 2016, four primary areas will emerge in digital marketing as it pertains to the forex industry.

The importance of content/ context will continue to play a dominant force.

Cross platform marketing will grow.

Mobile optimization of content.

Multi-dimensional data analysis.

Content/ Context

It seems that 2015 may have been the year of valuable content that is promoted by forex companies, and other brands, via paid media reach. Content in the right contextual scenario was an important aspect of long-form content for any forex brand.

This trend will continue in 2016 with a few adjustments.

“In the year ahead, content creation for forex will continue to be considered an integral part of the content funnel for online positioning. This year, social promotion and creative new content (video/ consumable form) will take a much more signifigant role in the content offering” – Mordecai Holtz, CEO, Blue Thread Marketing

Within the content offering, forex companies are now understanding the value of creating and incorporating a user generated campaign into their content strategy.

Many brands within forex and those that span beyond have creatively engaged and solicited their users to submit relevant content. By doing so, the user is more inclined to not only share the forex content but will also serve as a brand ambassador to others. The potential value of having contributors share their passion for a forex brand could be a significant asset in the company’s bottom line.

Mobile Optimization

Last year, users displayed a significant shift in their preferences in using mobile devices as their preferred or secondary device.

In 2015, Google leveraged their strength by announcing that mobile ready sites would be preferred in their search engines. Additionally, mobile usage surpassed desktop traffic in 10 countries.

Multi-screen trends will continue to become an important component in forex. Especially with trading platforms that have apps, creating a seamless user experience across devices and channels should be a primary goal.

With mobile usage on the rise, forex companies looking to create unique digital strategies for each device will be challenged when users begin to find other platforms that offer value regardless of which device it appears.

Social Media and Forex

Recent social media studies indicate the this activity is quickly surpassing any other form of activity. This trend is supported by the parallel growth in mobile device usage.

Unfortunately, many forex companies still use this communication and distribution platform as a push media channel.

“Rather than engaging with users, offering valuable content, and responding to customer concerns, the industry still views social media as a tool to push branded content. Social media is an excellent way to listen to how users view the brand, it can also serve as a leading source of referral traffic. It’s time for the forex industry to understand the platform and take advantage of its strength” – Mordecai Holtz, CEO, Blue Thread Marketing

The Secret to Digital Success: Multidimensional Data

If 2015 focused on marketing efforts that were driven by data, then 2016 will represent a growing force in marketing tactics.

Data analysis, especially in forex when users are trading, engaging with an app or platform, and investing resources, companies need to exercise a more sophisticated approach in understanding user behaviors.This more strategic process of data processing is quickly emerging as the baseline for matching business results with marketing goals. In today’s digital first landscape, the multi-faceted approach to analyzing data will enable a forex company to identify both the cause and effect of digital efforts and how it impacts the company’s bottom line.

As the forex industry approaches 2016, digital marketing should become a primary focus thorughout the industry. Each company should refine their digital content to offer a customer focused digital journey that is consumable across devices, which can be attributed to the marketing efforts of the forex company. Using a data-driven, user-centric, device agnostic digital marketing strategy, any forex company, regardless of size, will be able to transform their digital marketing into actual company growth.

Featured photograph: Blue Thread Marketing’s CEO Mordecai Holtz at the company’s head office in Jerusalem, Israel