Marketing Complex Content!
Direct Edge Order Type Guide !
§ Direct Edge "!
§ Operates two U.S. stock exchange !
§ Your Partner in Trading !
§ Marketing goals – increase market share, support sales,
educate customers and industry !
§ Industry Environment!
§ Industry rhetoric around complexity of the markets and
proliferation of order types!
§ Historically one-on-one Member education based on need!
§ Primary source of information – SEC ﬁlings !
§ Create an interactive guide to breakdown order type complexity!
§ Educate industry and customers about order type offering!
§ Position Direct Edge as a thought leader !
§ Create a valuable consultative sales tool !
§ Content Considerations !
§ Use a combination of text, animation and video !
§ Scope – Comprehensive yet focused!
§ Length and pacing – Clear but engaging !
§ Requirements !
§ Vision/Project Plan/Outline!
§ Internal Team!
§ Vendor !
§ Dissemination Plan !
§ Pain Points!
§ Assembling the content/staying in scope !
§ Approval process and delays!
Project Execution !
Great idea! Transparency and
education of this nature is a
great way to squash all of the
media hype around the number
of order types. – KCG
idea! Good for
you, leading this! –
It is really cool presentation and I look
forward to understanding some of the
motivation behind and the popularity of these
order types. – Morgan Stanley
This came out really
well….the examples are
nice and clear and easy to
follow. – Level ATS
Very well done, this is a great instructional
asset. Professional, clear, concise. Great
job… – Joe Ratterman, BATS Global Markets
§ Twitter retweets and Linked In posts!
§ Featured in various trade publications !
§ Continue to get page views more than 6 months later!
! First Month’s Results
§ Total Number of Views – 1,562
§ Average Duration per Visit – 31 minutes
§ Average Number of Slides Viewed Per Visit – 13
Head of Marketing!
BATS Global Markets!