Digital Fitness – A Prerequisite For Logistics Success.
Like most industries, the logistics sector is having to face one of its biggest challenges to date – digitisation. A rapid increase in the use and complexities of digital technology means that there are changes and breakthroughs in all aspects of the logistics pipeline. A critical component of these changes is the requirement for companies to adopt methods of digital marketing and to encompass online platforms to promote products and services.
There has been a 7% increase in the number of internet users worldwide, meaning that there are more internet users than ever before. The customer base has moved with the digital culture, and they expect service providers to do the same. However, only 25%-35% of logistics companies claim to be technologically advanced leaving a huge scope for smaller companies - which traditionally find it easier to adapt to technological changes - to make a name for themselves.
While there is clearly scope for smaller companies to capture a larger share of the market they need to move quickly. The logistics sector may be behind technologically but the number of businesses adopting social media to generate leads has increased by 78.7%. The two main platforms in use are LinkedIn and Google. Each of these platforms have different characteristics and induce different behaviours from your customers. LinkedIn can be seen as more of a ‘push’ form of advertising which nudges new customers into action. Google Ads acts as more of ‘pull’ form of marketing which pulls customers – who need the services you offer but don’t have a preferred service provider – to your landing page and request a quote page. The beauty of these platforms is that they allow you to measure you ROI which means you are able to quickly understand the platform which best suits your company.
Digital marketing has only begun to find its way into the logistics sector but its promise of direct marketing to your ideal consumer audience will lead to it becoming the preferred method of marketing across the industry. We can help you adapt your marketing plan to better meet the needs of your customers and ensure a ROI on your marketing investments. With us you will meet the prerequisite of digital fitness.
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