A Forex Marketers modern approach on the 4 P's of marketing. A study and presentation of the 4 basic ingredients for successful marketing plans in Forex Markets.

1. The 4 P’s of Marketing in theThe 4 P’s of Marketing in the
Forex MarketsForex Markets
By Haris ConstantinouBy Haris Constantinou
Forex Sales & Marketing SpecialistForex Sales & Marketing Specialist

2. A Forex Markets marketing mix reviewA Forex Markets marketing mix review

3. PRODUCTPRODUCT
• Basically when we talk about the productBasically when we talk about the product
in Forex markets we mean the differentin Forex markets we mean the different
platformsplatforms available for the clients toavailable for the clients to
trade Forex. On that respect, we have 3trade Forex. On that respect, we have 3
basic categories of platform: Web,basic categories of platform: Web,
Desktop, MobileDesktop, Mobile

4. WEBWEB
• Web trading is utilized by brokers as a majorWeb trading is utilized by brokers as a major
option for their traders. Many brokers have theiroption for their traders. Many brokers have their
own web trading platform however most brokersown web trading platform however most brokers
utilize MetaTrader web. The web tradingutilize MetaTrader web. The web trading
platforms are mostly used by novice toplatforms are mostly used by novice to
intermediate level traders. All brokers try tointermediate level traders. All brokers try to
create new features and benefits that allow themcreate new features and benefits that allow them
to differentiate themselves with other brands.to differentiate themselves with other brands.

5. DesktopDesktop
• Desktop trading is a very wide used mechanism to tradeDesktop trading is a very wide used mechanism to trade
Forex and almost every broker has a version of desktopForex and almost every broker has a version of desktop
trading. The leader in this market is MetaTrader and istrading. The leader in this market is MetaTrader and is
known as a must for any Forex broker to have withinknown as a must for any Forex broker to have within
their lineup of trading products. Some brokers have theirtheir lineup of trading products. Some brokers have their
own versions of desktop trading platforms however noneown versions of desktop trading platforms however none
as of yet have made anything to rival the superioras of yet have made anything to rival the superior
MetaTrader trading platform. The desktop tradingMetaTrader trading platform. The desktop trading
product is utilized mostly by intermediate to advancedproduct is utilized mostly by intermediate to advanced
level traders and has many advanced features.level traders and has many advanced features.

6. MobileMobile
• Mobile trading is the newest of the trading platforms andMobile trading is the newest of the trading platforms and
is becoming more popular each day for traders withis becoming more popular each day for traders with
Smartphone's on the move. The great thing about MobileSmartphone's on the move. The great thing about Mobile
trading is it allows the user to trade on the go wherevertrading is it allows the user to trade on the go wherever
they are providing they have an internet connection. Thethey are providing they have an internet connection. The
trading offered is normally basic however some brokerstrading offered is normally basic however some brokers
offer very feature rich mobile trading platforms. Someoffer very feature rich mobile trading platforms. Some
brokers offer separate applications for different phonebrokers offer separate applications for different phone
brands and some smart brokers utilize a web basedbrands and some smart brokers utilize a web based
application that all Smartphone's with internet can utilize.application that all Smartphone's with internet can utilize.

7. PRICEPRICE
• What is the Price in trading Forex?What is the Price in trading Forex?
Basically, is theBasically, is the spreadspread andand initialinitial
depositdeposit values of each broker.values of each broker.
Spreads
from 1 pip
Spreads
from 0.1 pip
Spreads
from 0.5 pip
Accounts from
€/$200
Accounts from
€/$500
Accounts from
€/$250

8. SpreadSpread
• The amount of pips between the bidding price and theThe amount of pips between the bidding price and the
asking price is called the spread. The spread is whatasking price is called the spread. The spread is what
Forex brokers use to make money on every Forex tradeForex brokers use to make money on every Forex trade
placed through their network. For example, the Forexplaced through their network. For example, the Forex
broker may be paying a price of 1.3600 for buying orbroker may be paying a price of 1.3600 for buying or
selling. The broker will then allow you to buy theselling. The broker will then allow you to buy the
currency for 1.3601 or sell it for 1.3599. The spreadcurrency for 1.3601 or sell it for 1.3599. The spread
always stays around the actual price that the Forexalways stays around the actual price that the Forex
broker is paying. So when you buy, you get one end ofbroker is paying. So when you buy, you get one end of
the spread and when you sell you get the other end of it,the spread and when you sell you get the other end of it,
and vice versa. By the time you close your trade, you willand vice versa. By the time you close your trade, you will
have always paid the spread. The spread range can behave always paid the spread. The spread range can be
anywhere from 0.3 to 5 on the EUR/USDanywhere from 0.3 to 5 on the EUR/USD
Spreads
from 1 pip

9. Initial DepositInitial Deposit
• Every broker has an initial deposit. SomeEvery broker has an initial deposit. Some
brokers allow deposits from $1 all the way up tobrokers allow deposits from $1 all the way up to
initial deposits of $50,000 for more institutionalinitial deposits of $50,000 for more institutional
styled brokers. The initial deposit will eitherstyled brokers. The initial deposit will either
lower or raise the entry barrier for clientele andlower or raise the entry barrier for clientele and
usually the higher the initial deposit the harder itusually the higher the initial deposit the harder it
is to get clients and the less clients a broker willis to get clients and the less clients a broker will
receive. This does not mean that it is not a goodreceive. This does not mean that it is not a good
strategy it just depends on the business modelstrategy it just depends on the business model
and objectives of the Forex broker.and objectives of the Forex broker.
Accounts from
€/$200

10. PLACEPLACE
• Basically there are two places from whereBasically there are two places from where
you can attract traders, from theyou can attract traders, from the onlineonline
and theand the offlineoffline segments:segments:

11. Online PlacesOnline Places
– SearchSearch
– DisplayDisplay
– SocialSocial
– Affiliates & IBsAffiliates & IBs
– EmailEmail
– ViralViral
– ForumsForums
– Public RelationsPublic Relations

12. Offline PlacesOffline Places
– TVTV
– NewspapersNewspapers
– MagazinesMagazines
– BillboardsBillboards
– SeminarsSeminars

13. Search – PPC (Pay Per Click)Search – PPC (Pay Per Click)
• Paid search marketingPaid search marketing
is the process ofis the process of
gaining traffic bygaining traffic by
purchasing ads onpurchasing ads on
search engines. It issearch engines. It is
sometimes referred tosometimes referred to
as PPC (pay-per-click)as PPC (pay-per-click)
marketing, becausemarketing, because
most search ads aremost search ads are
sold on a PPC basis.sold on a PPC basis.

14. SEO (Search Engine Optimization)SEO (Search Engine Optimization)
• Search engine optimization (SEO) is theSearch engine optimization (SEO) is the
process of improving the visibility of aprocess of improving the visibility of a
website or a web page in a searchwebsite or a web page in a search
engine's "natural," or un-paid ("organic" orengine's "natural," or un-paid ("organic" or
"algorithmic"), search results."algorithmic"), search results.

15. DisplayDisplay
• Display advertising is a form of onlineDisplay advertising is a form of online
advertising where an advertiser'sadvertising where an advertiser's
message is shown on a destination webmessage is shown on a destination web
page, generally set off in a box at the toppage, generally set off in a box at the top
or bottom or to one side of the content ofor bottom or to one side of the content of
the page.the page.

16. SocialSocial
• Social Media Marketing is a process forSocial Media Marketing is a process for
building a business through many differentbuilding a business through many different
social media outlets.social media outlets.

17. Affiliates, IBsAffiliates, IBs
• Affiliate marketing is defined when a thirdAffiliate marketing is defined when a third
party advertises products or services onparty advertises products or services on
behalf of a brand in return for an agreedbehalf of a brand in return for an agreed
commission for a sale or lead.commission for a sale or lead.

18. E-mailE-mail
• E-mail marketing is a form of directE-mail marketing is a form of direct
marketing which uses electronic mail as amarketing which uses electronic mail as a
means of communicating commercial ormeans of communicating commercial or
fundraising messages.fundraising messages.

19. ViralViral
• Viral marketing refers to techniques that use pre-Viral marketing refers to techniques that use pre-
existing social networking services and otherexisting social networking services and other
technologies to try to produce increases in brandtechnologies to try to produce increases in brand
awareness through self-replicating viralawareness through self-replicating viral
processes, analogous to the spread of viruses orprocesses, analogous to the spread of viruses or
computer viruses. Viral marketing may take thecomputer viruses. Viral marketing may take the
form of video clips, interactiveform of video clips, interactive FlashFlash images, textimages, text
messages,messages, emailemail messages, or web pages.messages, or web pages.

20. ForumsForums
• Forum marketing is a method of utilizingForum marketing is a method of utilizing
popular forums within the Forex industry topopular forums within the Forex industry to
rebuttal any disputes about your brandrebuttal any disputes about your brand
and communicates within the forums forand communicates within the forums for
any feedback or questions.any feedback or questions.

21. Public RelationsPublic Relations
• Public Relations are strategicPublic Relations are strategic
communication processes that buildcommunication processes that build
mutually beneficial relationships betweenmutually beneficial relationships between
organizations and their publics.organizations and their publics.

22. TVTV
• A commercial advertisement on televisionA commercial advertisement on television
(usually abbreviated to TV commercial,(usually abbreviated to TV commercial,
advert, ad, or ad-film) is a span ofadvert, ad, or ad-film) is a span of
television programming produced and paidtelevision programming produced and paid
for by a Forex organization, whichfor by a Forex organization, which
conveys a message, typically to market aconveys a message, typically to market a
product or service.product or service.

23. Newspapers & MagazinesNewspapers & Magazines
• Financial newspapers are a great way toFinancial newspapers are a great way to
attract an audience that is focused andattract an audience that is focused and
prefer traditional media.prefer traditional media.

24. BillboardsBillboards
• Billboard advertising is costly however itBillboard advertising is costly however it
can get a great message across within acan get a great message across within a
very local area. This is great for very localvery local area. This is great for very local
based advertising.based advertising.

25. SeminarsSeminars
• Forex based seminars are a great way toForex based seminars are a great way to
educate and communicate with clients oneducate and communicate with clients on
a more personal level. Sometimes, onlinea more personal level. Sometimes, online
methods of seminars are presented formethods of seminars are presented for
reaching far away and distant clients (thereaching far away and distant clients (the
so called webinars).so called webinars).

26. PROMOTIONSPROMOTIONS
• Any form of banner advertisements that can leadAny form of banner advertisements that can lead
the clients to the Forex web page for registrationthe clients to the Forex web page for registration
purposes and possible follow-up (conversion).purposes and possible follow-up (conversion).
Banners come in different sizes and forms withBanners come in different sizes and forms with
“catchy” messages for attracting the attention of“catchy” messages for attracting the attention of
prospect clients. The banners could promote aprospect clients. The banners could promote a
service, a special campaign, an event, a specialservice, a special campaign, an event, a special
offer, and discount/bonus promotions.offer, and discount/bonus promotions.

27. ConclusionConclusion
• Definitely, all the above are just anDefinitely, all the above are just an
example of how your Forex marketing mixexample of how your Forex marketing mix
could be formed and it all depends on thecould be formed and it all depends on the
specific needs of the targeted market, thespecific needs of the targeted market, the
Forex broker offerings, and theForex broker offerings, and the
online/offline media availability in eachonline/offline media availability in each
region.region.

28. Please sharePlease share
• More marketing feedback and examples of salesMore marketing feedback and examples of sales
methods specifically tailored for the Forexmethods specifically tailored for the Forex
industry will follow in future publications.industry will follow in future publications.
• Meanwhile, feel free to share or present yourMeanwhile, feel free to share or present your
views in the above subject for future reference.views in the above subject for future reference.
• Alternatively, you may contact me at:Alternatively, you may contact me at:
haris.constant@gmail.comharis.constant@gmail.com
• http://cy.linkedin.com/pub/haris-constantinou/34/948/http://cy.linkedin.com/pub/haris-constantinou/34/948/