How marketing in logistics companies differs from standard marketing
A logistics network with digital connections illustrates modern logistics industry marketing strategies.
You notice how globalisation and e-commerce are booming. This significantly impacts logistics companies' workload, which plays a vital role in ensuring the smooth flow of goods. To get customers, one has to put in more and more effort. The primary tool for this now is competent marketing. However, marketing in this industry has unique features that differentiate it from standard marketing. This article will explore these differences, backed by relevant data and trends.
This article explores these differences, supported by relevant data and trends.
B2B focus and comprehensive services
In contrast to standard marketing, which often focuses on individual consumers (B2C), logistics marketing mainly targets commercial customers (B2B). As a result, marketing strategies must be tailored to the corporate needs of cargo owners, cargo types, and logistics services. Factors such as delivery time, cost, reliability, and, more recently, environmental friendliness are favoured in logistics purchasing decisions.
Logistics services are complex and often require a personalised approach, making promoting traditional advertising methods difficult. Instead, companies should use promotion, content marketing, and SEO content for websites focused on customers making intelligent decisions rather than emotional ones.
Some statistics that reflect the importance of digital technology in marketing for logistics companies
According to a McKinsey report, companies that use digital technology in logistics can reduce operating costs by 10-40%. This emphasises the need for digital change in marketing strategies and data analytics.
According to Gartner, companies that use data analytics in marketing can increase their profits by up to 15-20%. Logistics enable well-adapted websites to efficiently collect, analyse, and use data for the company's benefit.
Competition in the logistics industry is high. Companies must demonstrate their expertise and engage customers with valuable content to stand out. The Content Marketing Institute states that 86% of successful B2B marketers use digital content marketing as their primary promotional tool.
The importance of industry-specific content on logistics company websites
A logistics company's website features a blog, articles, and case studies that help demonstrate its industry insights to freight owners and potential customers. SEO optimisation of such content, focusing on cargo owners for key search terms, improves search engine rankings, increases organic traffic to the site, and brings companies closer to making deals.
Social media and mobile marketing
LinkedIn is an important marketing platform in this industry that helps companies connect with potential customers. Studies show that more than 70% of logisticians use mobile devices for professional work. Thus, a logistics company's website should be mobile-friendly to ensure easy customer interaction.
Sustainability
A Transport Intelligence study found that more than 60% of European consumers are willing to pay more for environmentally friendly logistics services. This trend emphasises the growing importance of stability in marketing.
Logistics companies should highlight their sustainability efforts on their websites to build trust. Information about sustainable transport methods and zero-emission strategies can attract environmentally conscious customers.
Personalised marketing and video marketing
According to Epsilon, 80% of consumers are more likely to purchase if offered a personal experience. Logistics can use data to amplify and tailor marketing messages and engage companies. Video content covering the company's expertise in this industry increases conversion rates by 80%.
Compliance with industry regulations, Emphasis on reliability and safety
The logistics industry has strict regulations. Companies must ensure that all marketing materials comply to avoid potential penalties.
Unlike other industries that rely on emotional appeal, logistics marketing must emphasise reliability and safety. Customers must be assured that their shipments will arrive on time and in good condition. Real-time tracking and providing insurance details also build customer confidence.
Logistics companies operate in different areas, which require them to consider local market conditions. A logistics website with multilingual support provides greater accessibility.
Future trends in logistics marketing
Marketing strategies in the logistics sector will evolve due to digital changes and e-commerce developments.
Important trends include:
- The growth of digitalisation and automation with a strong focus on web-based services that reflect the specific nature of the industry.
- Growth in e-commerce is fuelling demand for end-to-end distribution services.
- Sustainability is becoming a top priority for logistics service providers.
- Increase cargo owners' engagement through data-driven marketing.
- AI and machine learning are optimising processes and improving the customer experience and engagement.
Logistics companies' marketing will continue to evolve due to digital transformation, changing consumer preferences, and other factors. Logistics companies that meet these changes will gain a competitive advantage.
Our team of experts with 20 years of experience in marketing for logistics companies will be genuinely happy to make customer acquisition more effective for you through industry-specific solutions. For tailored strategies and expert guidance, contact our specialists in marketing for logistics companies and stay ahead in the evolving industry ➔.
This article explores these differences, supported by relevant data and trends.
B2B focus and comprehensive services
In contrast to standard marketing, which often focuses on individual consumers (B2C), logistics marketing mainly targets commercial customers (B2B). As a result, marketing strategies must be tailored to the corporate needs of cargo owners, cargo types, and logistics services. Factors such as delivery time, cost, reliability, and, more recently, environmental friendliness are favoured in logistics purchasing decisions.
Logistics services are complex and often require a personalised approach, making promoting traditional advertising methods difficult. Instead, companies should use promotion, content marketing, and SEO content for websites focused on customers making intelligent decisions rather than emotional ones.
Some statistics that reflect the importance of digital technology in marketing for logistics companies
According to a McKinsey report, companies that use digital technology in logistics can reduce operating costs by 10-40%. This emphasises the need for digital change in marketing strategies and data analytics.
According to Gartner, companies that use data analytics in marketing can increase their profits by up to 15-20%. Logistics enable well-adapted websites to efficiently collect, analyse, and use data for the company's benefit.
Competition in the logistics industry is high. Companies must demonstrate their expertise and engage customers with valuable content to stand out. The Content Marketing Institute states that 86% of successful B2B marketers use digital content marketing as their primary promotional tool.
The importance of industry-specific content on logistics company websites
A logistics company's website features a blog, articles, and case studies that help demonstrate its industry insights to freight owners and potential customers. SEO optimisation of such content, focusing on cargo owners for key search terms, improves search engine rankings, increases organic traffic to the site, and brings companies closer to making deals.
Social media and mobile marketing
LinkedIn is an important marketing platform in this industry that helps companies connect with potential customers. Studies show that more than 70% of logisticians use mobile devices for professional work. Thus, a logistics company's website should be mobile-friendly to ensure easy customer interaction.
Sustainability
A Transport Intelligence study found that more than 60% of European consumers are willing to pay more for environmentally friendly logistics services. This trend emphasises the growing importance of stability in marketing.
Logistics companies should highlight their sustainability efforts on their websites to build trust. Information about sustainable transport methods and zero-emission strategies can attract environmentally conscious customers.
Personalised marketing and video marketing
According to Epsilon, 80% of consumers are more likely to purchase if offered a personal experience. Logistics can use data to amplify and tailor marketing messages and engage companies. Video content covering the company's expertise in this industry increases conversion rates by 80%.
Compliance with industry regulations, Emphasis on reliability and safety
The logistics industry has strict regulations. Companies must ensure that all marketing materials comply to avoid potential penalties.
Unlike other industries that rely on emotional appeal, logistics marketing must emphasise reliability and safety. Customers must be assured that their shipments will arrive on time and in good condition. Real-time tracking and providing insurance details also build customer confidence.
Logistics companies operate in different areas, which require them to consider local market conditions. A logistics website with multilingual support provides greater accessibility.
Future trends in logistics marketing
Marketing strategies in the logistics sector will evolve due to digital changes and e-commerce developments.
Important trends include:
- The growth of digitalisation and automation with a strong focus on web-based services that reflect the specific nature of the industry.
- Growth in e-commerce is fuelling demand for end-to-end distribution services.
- Sustainability is becoming a top priority for logistics service providers.
- Increase cargo owners' engagement through data-driven marketing.
- AI and machine learning are optimising processes and improving the customer experience and engagement.
Logistics companies' marketing will continue to evolve due to digital transformation, changing consumer preferences, and other factors. Logistics companies that meet these changes will gain a competitive advantage.
Our team of experts with 20 years of experience in marketing for logistics companies will be genuinely happy to make customer acquisition more effective for you through industry-specific solutions. For tailored strategies and expert guidance, contact our specialists in marketing for logistics companies and stay ahead in the evolving industry ➔.