Participation of logistics companies in digital marketing: A research on freight forwarder companies

Digitalization, which is one of the most important developments of today, is also significant for the logistics sector. Businesses are adapting to this change in order to respond to new habits created by the rapidly developing digitalization, meet customer demands and needs, maintain a competitive advantage, and not miss out on developments. Digital marketing has become one of the important tools in providing the best service to customers for freight forwarder businesses.The main aim of this study is to investigate the effects of digitalization on freight forwarder companies. In the study, many topics such as digital marketing management, targeted projects and investments, digital marketing tools used, positive and negative aspects, and future expectations have been studied in companies' transition from traditional to digital marketing. The qualitative analysis method is used in the research, semi-structured interview technique is used as a data collection tool. The interview questions were directed toward 14 participants and aimed at identifying digital marketing applications and strategies, and the answers given were transcribed, transferred to the Maxqda software system, and coded. As a result of the study; the perspective, practices, and future goals of freight forwarder companies in terms of digital marketing, codes were reached. According to the results obtained, the use of digital marketing provides convenience in communication with customers, an opportunity to expand market share, and saves time and costs.