B2B marketing trends are dynamic. They are constantly evolving as businesses focus on utilizing the latest technologies. Today, companies don’t just focus on creating attention-grabbing content but also on making their audience aware of their existence and then connecting with them.
To stay relevant and maintain a healthy brand reputation, logistics businesses need to leverage the ever-evolving marketing trends to provide them an edge in the market.
This blog will cover the following:
What are the current marketing trends of 2024?
What are the marketing tips for logistics?
What are the marketing trends of the future?
Freight & Logistics: Marketing Trends To Look Out For in 2024
Logistics is one of those industries that has been through a huge disruption due to the pandemic. Freight and logistics companies need to go beyond traditional tools of procurement, warehousing, deliveries, etc., to maintain profit margins, efficiency, and pressure of competition as well as demand-supply market trends.
With an evolving marketing landscape, the logistics & transport industry must stay at par with these trends.
1. Leveraging Content Across Various Media
With more people being online, the opportunities to leverage content among logistics marketing trends are endless. But it’s no longer about just creating content in bulk. You were creating 20 blogs monthly and hoped to stay relevant with quantity. But, the ever-changing algorithms favor variety and quality.
The wave continues towards building multiple types of content across multiple channels — textual, video, voice, and visuals for social media, websites, podcasts, etc. — optimized for desktop and mobile.
Consider these tips:
Content Repurposing: Can a blog be turned into a compelling video or an interesting podcast topic? Use the same content and turn it into different mediums.
The intent of content: Don’t just focus on quantity while creating content. Pick 2-3 niche topics, decide on the intent that the content piece serves (promotional, educational, entertaining, etc.) according to your target audience, and create accordingly.
Leverage data analytics: Not sure which content your audience resonates with? Try everything, post regularly, ask your audience, and be consistent. Go through the data, and see the results. Do more of what’s working with your audience.
2. Conversational Marketing
Initiating a conversation with your consumers while marketing and getting them to interact with your brand is conversational marketing. It is growing significantly, with more businesses directly accessing customers through social media dialogue. In the logistics industry:
Conversational Marketing can be done through chatbots, live chats, voice assistants, and other mediums.
If a business uses chatbots, they can personalize it by using Artificial Intelligence (AI) and answer frequently asked questions without hiring a chat support executive.
Brands can deliver a more personalized and inclusive experience by leveraging social media and initiating a conversation with their consumers.
As Ketan Kulkarni, Chief Commercial Officer of Blue Dart India, states: “Create content that can engage, reassure, add value, and be honest. It is important to track how many people the content reaches, who engages, and what they say.”
3. Artificial Intelligence (AI) and Machine learning (ML)
AI and ML are used in many industries to accelerate operations and are a primary part of marketing. Read "A conversation with AI on its role in supply chain management."
AI is the mode of consuming data, predicting the next move of a user based on their past actions, judging their behavior, capturing keywords, and presenting the right message to the user at the right time.
Businesses can segment customers according to their preferences through correct data analytics and create more personalized experiences.
AI & ML Algorithms can also analyze how much time a user spends on your website, browsing through your catalog, click-through rate, etc. This data can be leveraged to develop business strategies aligning with supply chain trends.
4. Organic SEO via Website & Content
SEO is the leading medium for growing leads & traffic for logistics companies. Here are some quick SEO tips:
Create content using keywords related to your industry, products, and services.
Make your website mobile-friendly for an easy and smooth user experience.
To build brand visibility, have a targeted content strategy with short-form blogs, long-form engaging content (like whitepapers), and social media presence.
Use voice search optimization tools to help people discover your business. Include long-tail keywords in your website, so people can find your business with voice search.
Summing Up
Industries across the globe are striving to optimize execution, minimize risks, and gain a competitive edge.
To achieve this, it is important to keep up with the latest ongoings in the industry, prioritize your consumer’s needs, and align your marketing efforts accordingly. Keeping up with these trends gives your logistics business an edge and helps scale higher.
At Charlie Pesti, we bring your logistics business to people. We help you with brand recognition, media engagement, generating sales leads, and brand building with our premium marketing solutions in the logistics domain.
Want to know more? Reach out to us here.