Organic Marketing

Organic Marketing

I am a victim of globalisation. A big global company has displaced me from a customer because they can operate in multiple countries cheaper and with a lower management overhead than the customer’s current network of boutique European suppliers, of which I was part.

The question is not one of quality. I have experienced the work of the new global company only recently and learned first hand the trade-off they have made between price and quality. Given that I have no intention of competing on price, nor of opening offices all over the world, there is little I can do retain this customer.

This is in direct contrast to the consumer trend highlighted in previous posts. At least in the monied middle classes — which could be considered a good analogy for my well-funded business customer — the move is towards suppliers offering higher quality and local goods. Unfortunately it seems price and convenience remain more important in the business world.

If nothing else though, I have decided that I should henceforth position my marketing services as of the ‘organic’ variety as opposed the battery-farmed output of some global competitors…

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This article is by Tom Cheesewright. This post forms part of the Future of Business series. For more posts on this subject, visit the Future of Business page.

Tom Cheesewright

Futurist speaker Tom Cheesewright is one of the UK's leading commentators on technology and tomorrow. Tom has worked with a huge range of organisations across a variety of markets, to help them to see a clear vision of tomorrow, share that vision and respond with agility. Tom draws on his experience to create original, compelling talks that are keyed to the experience of the audience but which surprise and shock with unexpected facts and examples.

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