Social media as a marketing tool in transport and forwarding services

• Autorzy: Dziechciarz Mateusz

Identyfikatory

DOI

10.17402/338

• Języki publikacji: EN

Abstrakty

EN

Entrepreneurs in the transport and forwarding services field are looking for new areas of activity to ensure a competitive advantage over their competitors. Currently, with relatively balanced price levels and service quality, the acquisition and retention of clients can ensure success in the market and marketing activities. The approach to marketing activities has changed over the years. Currently, marketing 2.0 is used, which is focused on the customer, their needs, and preferences. Marketing 3.0 is also used, which introduces a broader customer perspective. The area of activity, which is part of the new marketing 3.0 concept, is social media, currently used by over one billion people globally. Such a large group means a regular flow of information which is highly important for businesses. Research has shown that companies use social media primarily for promotion, to recruit new employees, and contact contractors. Internet tools are the most widely used distribution channel of services in the industry. Over half of the surveyed enterprises indicated that they planned to increase social media in their company’s marketing activities. A positive trend may indicate that transport and forwarding companies may plan to increase their future use of this channel for marketing activities.

Słowa kluczowe

EN

transport; forwarding; transport-forwarding services; marketing; social media; marketing concepts; use of social media in transport and forwarding

• Wydawca: Wydawnictwo Naukowe Akademii Morskiej w Szczecinie
• Czasopismo: Zeszyty Naukowe Akademii Morskiej w Szczecinie
• Rocznik: 2019
• Tom: nr 58 (130)
• Strony: 69--73
• Opis fizyczny: Bibliogr. 15 poz., rys., tab.

Twórcy

autor

Dziechciarz Mateusz

• University of Szczecin

Bibliografia

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Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2019).