Digitales Marketing in der Kontraktlogistik: Strategien zur Stärkung der Unternehmenspositionierung und Neukundengewinnung, am Beispiel der Logistik Service GmbH

  • Martina Lekic

Student thesis: Bachelor's Thesis

Abstract

The Project and Contract Logistics department of Logistik Service GmbH is facing an increasingly competitive logistics industry, where existing marketing strategies are no longer sufficient to meet dynamic market demands. The company must intensify its marketing efforts, particularly in the digital sphere. This challenge forms the core motivation of this thesis, which aims to identify effective digital marketing strategies. The thesis is structured into several key sections. It begins with an introduction to the Logistik Service GmbH, with a specific focus on the Project and Contract Logistics department, including an overview of its customers and existing marketing approaches. The current strategies, which consist of telemarketing and a LinkedIn campaign, have proven inadequate, having attracted only a limited number of new customers and failing to achieve significant market positioning. Consequently, there is a need for more effective measures. The subsequent chapter provides a comprehensive examination of contract logistics, emphasizing the various classifications of logistics service providers based on their service scope to clarify the unique aspects of contract logistics. It also explores the incentives and potential within contract logistics. A critical component in this context is target group analysis, including the development of personas, to gain a better understanding of the specific needs and expectations of the target audience relevant to the department. The Digital Marketing chapter addresses various aspects such as the customer journey and relevant touchpoints essential for effective customer engagement. It examines social media marketing, website marketing, email marketing, and search engine marketing in detail. The methodology of this thesis involves creating and analyzing personas, which are used in conjunction with the customer journey to identify the most effective marketing strategies. The findings suggest that optimizing digital presence through search engine optimization and content marketing, LinkedIn marketing for B2B networking, personalized email marketing campaigns, and targeted paid advertising measures are particularly promising. These strategies offer a solid foundation for enhancing Logistik Service GmbH’s market presence and can significantly contribute to acquiring new customers.
Date of Award2024
Original languageGerman (Austria)
SupervisorPhilipp-Thomas Müller (Supervisor)

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