Digital Marketing in Logistics Companies Worldwide

Today's era is characterized by a very large growth of digital marketing that is applied in a very competitive work environment. The logistics industry has somewhat embraced this trend and incorporated it into its business in a very good way, but the quality and success of digital marketing is still not at a satisfactory level in this industry. The Internet is full of information about the power of B2B digital marketing, but most logistics companies neglect to invest in their digital presence.The irony is that logistics is the perfect industry in which digital marketing (done right) can improve business because customer relationships are largely based on trust, but also because digital marketing gives companies the opportunity to put themselves ahead of the competition by establishing their expertise. One of the key challenges facing retailers in this industry is standing out in a very competitive market. Trust, speed, connectivity, and accessibility are critical

A study conducted a good indicator of inadequate and insufficient application of digital marketing by logistics companies.20 websites of randomly selected logistics companies in Florid aware analyzed. The results showed that only 35%of companies had websites optimized for mobile devices, and less than half had only basic web analytics installed on their website. In addition, research shows that less than 5% of logistics companies use marketing or advertising automation to re-target audiences. These statistics are not surprising because the logistics, supply chain and transport industries have historically relied on relationship-based sales to grow their business

The logistics industry is slower than others when it comes to the usage of social media for marketing purposes, despite the need to find innovative ways to connect with customers. A survey was conducted where 655 companies in the world were analyzed,and the results show that only 46% of companies are using social media. The main reason for the low popularity of social media is that decision-makers do not see an advantage for the logistics sector(40%),and moreover,they often lack knowledge about their application (36%). Another 10% say they have no budget for it. This is surprising because the costs of marketing on social networks are low compared to traditional marketing due to freely available communication channels (for example, LinkedIn, Facebook, and Twitter)

Overall, the logistics sector is far behind other industrial sectors and is missing out on potential gains. In addition, the study showed that only 10% of surveyed companies plan to invest in social media in the near future. However, 40% of all companies are not sure about that, and more than 50% do not plan to use social networks at all. The most common social media marketing platform in logistics is LinkedIn, which is used in 75% of cases.Facebook (69%) and Twitter(49%) follows it closely.Almost 80% of companies already use LinkedIn, Twitter, and Facebook

One of the main goals of social media, according to 70% of companies, is to improve branding and establish deep relationships with customers, partners,and shareholders. More than one-third (40%) of the companies also use social media to come up with new ideas,while 20% use them for recruitment purposes. A closer look at the use of social media in the logistics sector also revealed that most social media activities are limited to private communication. Only 25 percent of logistics managers focus their communication on lead management or customer support (B2B)