Commodities Marketing

In the highly competitive commodities marketplace, we’ve been retained by multibillion dollar businesses, including Tricon, CCI and Trafigura, to create the essential brand engagement tools that help these businesses maintain their market-leading positions.

From creating dynamic B2B websites that boost customer conversions, to producing stakeholder communications that play a vital role in procuring new business - as the commodities marketplace continues to be impacted by consumer purchasing trends, sanctions, and advancements in technology, our commodities marketing helps businesses define their proposition and attract vital revenue-generating investment. 

Why is digital marketing important for the commodities market?

In these uncertain economic times, as Britain continues to negotiate its exit from the EU and trade wars intensify in the world’s richest markets, commodities organisations are facing a daily challenge to attract and retain investment. Commodities marketing plays an essential role in connecting your company with potential clients who have the funds and the appetite to invest in your operation, helping to generate credible leads who possess the genuine intent and financial means to become a stakeholder in your business. 

When you’re operating in an industry where the goalposts are ever-changing and the product you’re offering fluctuates in value, inspiring confidence in your capabilities is essential to converting consumer trust. Commodities marketing ensures your organisation’s strengths, values and successes come across with clarity and engage your target audience across key digital touchpoints they genuinely interact with.  

What does commodities marketing involve?

As with any business operating in the digital age, a core outcome of commodities marketing involves securing your brand positive exposure in influential online channels, be it PR coverage in trade periodicals or page one Google placement in search engine results. Commodities marketing is fundamentally influential in increasing your business’s visibility in the digital marketplace. However, for commodities marketing to be successful it must also deliver a commercial benefit, which is why we work closely with our commodities clients to understand their business and what we can do to deliver their commercial goals - utilising our expertise in SEO, web design, reputation management, content writing and emerging tech, to positive effect.  

The commodities marketing we’ve undertaken as partners to Tricon, CCI and Trafigura have helped these businesses retain valuable market share and advance their global operations within the highly volatile, hard commodities marketplace. As establishing a strong market presence continues to be a key commercial focus for clients operating within this crowded and highly lucrative sector, how your brand’s assets are packaged and delivered plays a pivotal role in converting stakeholders. Commodities marketing ensures your business has a professional, consistent and credible identity across its entire suite of customer engagement and conversion tools, both digitally and offline.

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The Merchant Group has been fantastic to work with over the past year. The team has completely transformed our website and marketing materials, bringing our vision and brand to life! It has been such a fun and rewarding experience to work with their team of highly dedicated, creative, and reliable individuals.”

Robin Soltis, Global HR Director, Tricon

Why invest in commodities marketing?

Regardless of whether you trade in soft commodities, such as agriculture, or hard commodities, like raw metal, the financial health of your company rests on generating year-on-year profits that align with commercial forecasts. Engaging in commodities marketing gives businesses a unique competitive advantage, one that helps to protect the financial and reputational integrity of your company and digitally elevates your brand above the competition in online search.  

Commodities marketing draws on several specialisms of our Merchant digital marketing team, from PR specialists who ensure a record trading year achieves coverage in the Financial Times, to web developers who can custom-design an innovative members portal to bring your B2B website digitally up-to-date. We’ve helped commodities organisations including CCI, Trafigura and Tricon to transform their digital assets and put their best foot forward at influential trade exhibitions like the annual FT Global Commodities Summit.

In fact, our commodities expertise is what makes us the ideal agency partner for companies looking to advance market share in this highly competitive industry sector. If this sounds like you, give Hayden Jones a call on +44 2380 225478 or email

Meet the team

Our Commodities Marketing Specialists

We are specialists within our field as well as your industry. Call us to find out how we can help you achieve your business objectives.

Hayden Jones Merchant Agency Senior Account Manager

Hayden Jones

Senior Account Manager

Hayden is an experienced account manager, achieving our clients’ business objectives through outcome-driven digital marketing programmes. From working with our developers to overseeing our designers, Hayden is involved every step of the way to make sure we deliver strategically-sound and impactful campaigns for our clients, on budget and on time.

Ollie Allen Merchant Agency Lead Designer

Ollie Allen

Lead Designer

With over 13 years' experience designing for global brands, Ollie has a broad and robust creative skillset. From leading digital and print design projects to involvement in creative front-end development, Ollie’s creativity assures our clients visually outperform their competition through thoughtful, considered design methodology.

Juliet Fisher Merchant Agency PR Account Director

Juliet Fisher

PR Account Director

Juliet’s strategic public relations programmes for our clients span copywriting, media relations, crisis management, internal communications and event management, driving our clients’ messages to their target audiences and realising their business objectives.

Our Commodities Marketing Success Stories

Our digital marketing expertise helps businesses in the sector define their proposition, raise brand awareness and engage their employees and other key stakeholders. We can provide a top-line digital strategy for your team to implement or partner with you to provide a full-service marketing function - we work flexibly to suit our clients.

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Speak to our commodities marketing specialists now

Our team are always available to understand your marketing challenges and provide insight in to how we can help you along your business's journey.

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