Arsova, Monika and Adelajda Zaninović, Petra (2024) The analysis of the application of digital marketing in shipping companies. Working Paper. University of Rijeka, Faculty of Economics and Business.
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Abstract
The opportunities offered by digital marketing are beneficial to all parties involved, both providers and users. Through various forms of digital marketing,
shipping companies can grow their business and attract future employers and customers. Although the shipping industry is not always visible to customers, its services enable smooth and efficient international trade. The large amount of activity in international trade and shipping makes it necessary to take advantage of digitization, which enables direct connection and seamless communication within the supply chain. Shipping companies operate in the B2B sector. However, the question arises whether the application of digital marketing, both B2B and B2C, can be beneficial to their business. Therefore, the aim of this study is to investigate the application of digital marketing in the case of shipping companies operating in global international
trade. A qualitative analysis is used as the research method to investigate the application of digital marketing in practice. The analysis is based on the case studies of five global shipping companies that use different digital
marketing tools to promote their business, target customers and increase their visibility. The findings show that, as in marketing theory, digital marketing benefits companies, in this case shipping companies. Furthermore, the findings show us that most successful shipping companies build their digital marketing on social media platforms and use a B2C marketing approach that proves successful. This work contributes to the existing knowledge of digital marketing in the shipping industry, which has been underestimated in academic literature and practice. The promotion of shipping companies would not be possible and successful without the existence of various forms of digital marketing.
Key words: digitalization; digital marketing; shipping industry; international trade
| Item Type: | Monograph (Working Paper) |
|---|---|
| Subjects: | Social Sciences > Economics and business |
| Divisions: | Faculty of Economics |
| Depositing User: | Monika Arsova |
| Date Deposited: | 26 Mar 2024 13:18 |
| Last Modified: | 26 Mar 2024 13:18 |
| URI: | https://eprints.ugd.edu.mk/id/eprint/33883 |
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