The ongoing pandemic and the lockdowns proved to be testing times for various businesses, including the logistics sector of India, which emerged as a lifeline in not only keeping the essential supplies running but also remarkably performed the seemingly insurmountable task of the vaccine supply chain! Even as the logistics sector, like all others, has been quick in digital adoption to maintain efficacy and productivity, logistic brands continue to shun away modern formats of marketing, which could go a long way in amplifying the current growth spurt that the sector is experiencing, in the midst of the pandemic.
The Indian Logistics and Warehousing sector is about to become a powerful supportive pillar of infrastructure for the country’s growth narrative, post-COVID, supported by a positive international trade environment, and possibilities around India becoming one of the largest manufacturing hubs in the world. The sector has undergone a disruptive transformation in the past few years, powered by rapid tech adoption and supportive policy developments, like government push to develop dedicated freight corridors, focus on the increased network of roads and highways, and a generous allowance to railways. Under such circumstances, it is valid to say that rapid growth translates into fierce competition and, one that is going to be measured as much on the efficacy and performance of a company, as it is on its modern marketing campaigns and strategy!
Listed here are 5 key marketing tools that every logistics and supply chain brand needs to embrace, in order to continue staying relevant and thriving in the post COVID market:
- Integrated Marketing Solutions: Tech solutions in the form of Automation software like Customer Relationship Management (CRM) and Lead Management System (LMS), are two of the most commonly used products by several logistic firms. However, currently, they operate in not a fully integrated format, which is desirable and therefore resulting in the loss of potential new business opportunities, as it becomes quite difficult to convert the leads into paying customers in a timely manner. Integrating the two completely can help create a robust engagement platform, which allows a brand, to promptly and effectively engage with both existing and potential customers, ensuring every possible business opportunity can be promptly handled.
- LinkedIn Sales Navigator: This is yet another platform that remains under-utilized by corporates, who tend to vaguely focus on social media marketing platforms but fail to understand the potential of specific tools on these platforms which could be best suited for their business. The LinkedIn Sales Navigator allows brands to access rich data of verified corporate leads, with specific details like individual designations, roles, backgrounds, organizations, and industries, who can be engaged with directly through the in-mail, to make brand pitches and collaboration proposals. In addition to this, LinkedIn Sales Navigators also allows the brand to create blogs, and build a unique positioning for the brand through relevant narratives and engage through targeted marketing campaigns, across the world.
- Content Marketing: Even as digital and social media platforms gain prominence in the larger scheme of marketing, content continues to emerge as the key for all impactful stakeholder engagements. From media articles and blogs to audio-video and podcasts, content is now driving engagement in both English as well as other international and regional language formats, changing the dynamics of brand positioning, reach, engagement, messaging, and ROI. Irrespective of the platform or the product/ service, Content marketing is one area that no brand can afford to overlook, especially ones in the rapidly evolving logistics sector.
- Thought Leadership: In order to be seen and heard today, it is important to not only be efficient and cost-effective but also to be futuristic and visionary. In the case of logistic companies, these translate in the adoption of a green supply chain and responsible carbon footprint, commitment to social welfare, and fair corporate governance, especially in times of crisis. Showcasing thought leadership through participation on trade platforms and promoting views and ideas that help shape the future of the sector, has become key to ensuring positive visibility, and thus brand affinity among stakeholders.
- Public Relations: In the age of information overload, fake news, and virulent digital media content, PR has emerged as a powerful tool that no brand can afford to miss out on. Effective PR allows brands to create and control a positive narrative in the minds of the fast-evolving consumer, with their new preferences and behavior patterns. Factors like company philosophy, social and environmental responsibility, and core beliefs and values of a brand and its spokesperson, have all become vital in the eyes of the new consumer. PR outreach helps brands build these narratives and create a strong media presence, thereby enabling even B2B logistic brands to gain favorable results when dealing with clients, government officials, traders, vendors, and even when attracting talent.
The role of modern marketing today has drastically evolved and now encompasses a wider role of not just creating business and positive visibility, but building an entire robust image of a dynamic, ever-evolving brand in itself! From marketing campaigns that measured ROI in sales to campaigns that now measure reach, engagement, leads, emotional reactions, and alignment with core philosophies of the wider audience, Logistics companies today need to wake up and embrace the modern marketing tools to continue to thrive and expand in the world of the future.
The article is authored by Srideep Sen, who is a Marketing consultant specializing in B2B marketing, ROI management, driving Marketing Communication, etc.
