Marketing tools for strategic development of transport and logistics enterprises in the era of digitalization

Abstract

Methods. To achieve the outlined goal, a set of general scientific and specific methods of cognition were used, namely: analysis and comparison, synthesis and theoretical generalization – to form a system of marketing support for the interaction of elements of the creation and promotion of a logistics product; abstract-logical – when clarifying marketing tools that influence the strategic development of transport and logistics enterprises graph-analytical – for a visual presentation of the obtained research results. Results. The authors substantiated in the article that the use of modern marketing tools in the conditions of digitalization helps to ensure long-term relations with clients of transport and logistics enterprises. It was determined that the role of modern marketing in the conditions of the fourth wave of the technological revolution has changed dramatically and now covers not only the creation of business and positive visibility, but also the construction of a coherent, strong image of a dynamic brand that is constantly evolving. Traditional and Internet marketing were analyzed from the point of view of the efficiency of use for the logistics sector in order to attract new customers. It has been proven that digital marketing is one of the most effective marketing tools in the digital environment, which allows you to ensure company and product positioning, long-term stable development in the future, competitive advantages, and product promotion. There are summarized digital marketing trends for the strategic development of transport and logistics enterprises, the use of which will allow promoting logistics services and expanding the target audience. A sequence of actions is proposed for transport and logistics enterprises regarding the use of marketing tools, which will allow to achieve the desired result. Novelty. The authors substantiated and formed a system of marketing support for the interaction of elements of the creation and promotion of a logistics product, as well as systematized digital marketing trends for the strategic development of transport and logistics enterprises, which will allow them to occupy competitive positions in the segment of logistics services. Practical value. The obtained results can be used in the development of a strategy for the development of transport and logistics enterprises through the promotion of the logistics product and the expansion of the target audience.