A Qualitative Study on the Digital Marketing Practices of Freight Forwarder Companies

Hasancan Başak; İlknur Tanrıverdi

Makale detayları

A Qualitative Study on the Digital Marketing Practices of Freight Forwarder Companies

Yazarlar:

Hasancan Başak | İlknur Tanrıverdi

Yayıncı:

Akdeniz University

Ana Başlıklar:

Dijital Pazarlama | Lojistik

Dergi:

Uygulamalı Bilimler Fakültesi Dergisi Vol.6 Issue 2, pp.19-34

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001333583

pISSN:

2717-6177

Anahtar kelimeler:

Özet:

 With the advancement of technology, the use of digital marketing by businesses has rapidly expanded. The logistics sector is one of the industries most affected by digital developments. This study aims to identify the digital marketing practices of freight forwarder companies, which are key players in the logistics sector. In this context, a qualitative study was conducted through semi-structured interviews with 14 freight forwarder companies operating in Turkey, focusing on their digital marketing practices. The responses were analyzed and coded using the Maxqda software. According to the findings, the companies included in the analysis most frequently use social media marketing and search engine optimization SEO as digital marketing tools, invest in new software tools, and use digital marketing to promote their businesses, provide information about their services, and offer freight quotes. By focusing on the digital marketing strategies of freight forwarder companies, this study fills gaps in the literature. Given the limited number of studies on the relationship between digital marketing and logistics, the importance of this research is highlighted. Additionally, the study provides concrete data on the effective use of digital marketing tools to logistics sector representatives, offering practical insights for freight forwarder companies in determining their digitalization strategies and guiding new investments.

 With the advancement of technology, the use of digital marketing by businesses has rapidly expanded. The logistics sector is one of the industries most affected by digital developments. This study aims to identify the digital marketing practices of freight forwarder companies, which are key players in the logistics sector. In this context, a qualitative study was conducted through semi-structured interviews with 14 freight forwarder companies operating in Turkey, focusing on their digital marketing practices. The responses were analyzed and coded using the Maxqda software. According to the findings, the companies included in the analysis most frequently use social media marketing and search engine optimization SEO as digital marketing tools, invest in new software tools, and use digital marketing to promote their businesses, provide information about their services, and offer freight quotes. By focusing on the digital marketing strategies of freight forwarder companies, this study fills gaps in the literature. Given the limited number of studies on the relationship between digital marketing and logistics, the importance of this research is highlighted. Additionally, the study provides concrete data on the effective use of digital marketing tools to logistics sector representatives, offering practical insights for freight forwarder companies in determining their digitalization strategies and guiding new investments.

 With the advancement of technology, the use of digital marketing by businesses has rapidly expanded. The logistics sector is one of the industries most affected by digital developments. This study aims to identify the digital marketing practices of freight forwarder companies, which are key players in the logistics sector. In this context, a qualitative study was conducted through semi-structured interviews with 14 freight forwarder companies operating in Turkey, focusing on their digital marketing practices. The responses were analyzed and coded using the Maxqda software. According to the findings, the companies included in the analysis most frequently use social media marketing and search engine optimization SEO as digital marketing tools, invest in new software tools, and use digital marketing to promote their businesses, provide information about their services, and offer freight quotes. By focusing on the digital marketing strategies of freight forwarder companies, this study fills gaps in the literature. Given the limited number of studies on the relationship between digital marketing and logistics, the importance of this research is highlighted. Additionally, the study provides concrete data on the effective use of digital marketing tools to logistics sector representatives, offering practical insights for freight forwarder companies in determining their digitalization strategies and guiding new investments.

 Teknolojinin gelişmesi ile işletmelerin dijital pazarlama kullanımı hızla yayılmaktadır. Lojistik sektörü de dijital gelişmelerden etkilenen sektörlerin başında gelmektedir. Bu çalışmada lojistik sektörünün önemli oyuncularından olan freight forwarder işletmelerin dijital pazarlama uygulamalarının tespit edilmesi amaçlanmaktadır. Bu kapsamda yarı yapılandırılmış mülakat yöntemi ile Türkiyede faaliyette bulunan 14 freight forwarder işletmenin dijital pazarlama uygulamaları hakkında nitel bir araştırma gerçekleştirilmiştir. Cevaplar Maxqda programında analiz edilerek kodlanmıştır. Elde edilen sonuçlara göre analize dahil edilen işletmeler dijital pazarlama araçlarından en çok sosyal medya pazarlaması ve arama motoru optimizasyonunu kullanmakta, yeni yazılım araçları için yatırım yapmakta, dijital pazarlamayı işletmelerini tanıtmak, hizmetleri hakkında bilgi vermek ve navlun teklifi vermek amacıyla kullanmaktadır. Çalışma freight forwarder işletmelerin dijital pazarlama stratejilerine odaklanarak, bu alanda literatürdeki boşlukları doldurmaktadır. Dijital pazarlama ve lojistik ilişkisi üzerine sınırlı sayıda çalışma olması, bu araştırmanın önemini artırmaktadır. Ayrıca çalışma, lojistik sektörü temsilcilerine dijital pazarlama araçlarının etkin kullanımına dair somut veriler sunarak, freight forwarder işletmelere dijitalleşme stratejilerinin belirlenmesi ve yeni yatırımlara rehberlik edilmesi konusunda pratik bilgiler sağlar.

Makale detayları

A Qualitative Study on the Digital Marketing Practices of Freight Forwarder Companies

Yazarlar:

Hasancan Başak | İlknur Tanrıverdi

Yayıncı:

Akdeniz University

Ana Başlıklar:

Dijital Pazarlama | Lojistik

Dergi:

Uygulamalı Bilimler Fakültesi Dergisi Vol.6 Issue 2, pp.19-34

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001333583

pISSN:

2717-6177

Digital Marketing

Logistics

Freight Forwarder

Qualitative Analysisdijital pazarlama

lojistik

freight forwarder

nitel araştırma

Sayı

Makale detayları

Yazarlar: Hasancan Başak | İlknur Tanrıverdi

Yayıncı: Akdeniz University

Ana Başlıklar: Dijital Pazarlama | Lojistik

Dergi: Uygulamalı Bilimler Fakültesi Dergisi Vol.6 Issue 2, pp.19-34

Belge Tipi: Makale

Yayın Tarihi: 12/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001333583

pISSN: 2717-6177

Sayı

Yazarlar:

Hasancan Başak | İlknur Tanrıverdi

Yayıncı:

Akdeniz University

Ana Başlıklar:

Dijital Pazarlama | Lojistik

Dergi:

Uygulamalı Bilimler Fakültesi Dergisi Vol.6 Issue 2, pp.19-34

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001333583

pISSN:

2717-6177