Effectiveness of marketing business communications at logistics enterprises
The article is devoted to the research and features of marketing business communications at logistics enterprises. It is determined that the following business communications should be used to achieve marketing goals: increasing attention to a product or service; convincing the client to buy a produ...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Zhytomyr Polytechnic State University
2023-07-01
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| Series: | Економіка, управління та адміністрування |
| Subjects: | |
| Online Access: | http://ema.ztu.edu.ua/article/view/284934 |
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| _version_ | 1850253279509872640 |
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| author | V.H. O.A. I.M. H.Yu. S.B. |
| author_facet | V.H. O.A. I.M. H.Yu. S.B. |
| author_sort | V.H. |
| collection | DOAJ |
| description | The article is devoted to the research and features of marketing business communications at logistics enterprises. It is determined that the following business communications should be used to achieve marketing goals: increasing attention to a product or service; convincing the client to buy a product or service; increasing customer loyalty; audience expansion. The authors propose the classification and actualization of marketers in the environment of business communications, taking into account the peculiarities of the functioning of logistics enterprises, according to the following characteristics: 1) by the direction of work (offline, online); 2) by communication platform; 3) according to the intended purpose; 4) by the method of communication with the target audience; 5) by the method of influencing the target audience. Aspects of marketing business communications are covered, namely: advertising, direct marketing communication, public relations, sponsorship and endorsement. The relevance of the implementation of the position of marketer for a logistics enterprise was analyzed, taking into account the functional duties in accordance with the selected business communications. It was determined that in the absence of the positions of Social media marketer, SEO marketer, E-mail marketer and other types of marketers in the logistics company's staff list, their functions are performed by a Digital marketer according to the classification features. The calculation of potential costs for the creation of a marketing department at a logistics enterprise was carried out and it was determined that the costs of a marketing campaign depend on the size of the enterprise, the market and competition where the business entity operates. The dependence of the creation of the marketing department at the enterprise on such factors as the size of the enterprise, the type of activity, the availability of qualified personnel, the budget, and the company's needs for marketing solutions is considered. The introduction of marketing business communications at logistics enterprises due to cooperation with marketing agencies is proposed. The effectiveness of the use of the following types of business communications for small enterprises is substantiated: e-mail marketing; using social media platforms to communicate with customers; website; content marketing; organization of events. |
| format | Article |
| id | doaj-art-5a5016fa8a2845b39b912bf1124f4b20 |
| institution | OA Journals |
| issn | 2664-245X 2664-2468 |
| language | English |
| publishDate | 2023-07-01 |
| publisher | Zhytomyr Polytechnic State University |
| record_format | Article |
| series | Економіка, управління та адміністрування |
| spelling | doaj-art-5a5016fa8a2845b39b912bf1124f4b202025-08-20T01:57:25ZengZhytomyr Polytechnic State UniversityЕкономіка, управління та адміністрування2664-245X2664-24682023-07-012104374410.26642/ema-2023-2(104)-37-44Effectiveness of marketing business communications at logistics enterprisesV.H. 0https://orcid.org/0000-0001-5642-0774O.A. 1https://orcid.org/0000-0002-7905-0494I.M.2https://orcid.org/0000-0002-9628-3257H.Yu. 3https://orcid.org/0000-0001-6188-3028S.B. 4https://orcid.org/0000-0002-7732-2345VyhovskyiVyhovska TsarukTkachukSannikovaThe article is devoted to the research and features of marketing business communications at logistics enterprises. It is determined that the following business communications should be used to achieve marketing goals: increasing attention to a product or service; convincing the client to buy a product or service; increasing customer loyalty; audience expansion. The authors propose the classification and actualization of marketers in the environment of business communications, taking into account the peculiarities of the functioning of logistics enterprises, according to the following characteristics: 1) by the direction of work (offline, online); 2) by communication platform; 3) according to the intended purpose; 4) by the method of communication with the target audience; 5) by the method of influencing the target audience. Aspects of marketing business communications are covered, namely: advertising, direct marketing communication, public relations, sponsorship and endorsement. The relevance of the implementation of the position of marketer for a logistics enterprise was analyzed, taking into account the functional duties in accordance with the selected business communications. It was determined that in the absence of the positions of Social media marketer, SEO marketer, E-mail marketer and other types of marketers in the logistics company's staff list, their functions are performed by a Digital marketer according to the classification features. The calculation of potential costs for the creation of a marketing department at a logistics enterprise was carried out and it was determined that the costs of a marketing campaign depend on the size of the enterprise, the market and competition where the business entity operates. The dependence of the creation of the marketing department at the enterprise on such factors as the size of the enterprise, the type of activity, the availability of qualified personnel, the budget, and the company's needs for marketing solutions is considered. The introduction of marketing business communications at logistics enterprises due to cooperation with marketing agencies is proposed. The effectiveness of the use of the following types of business communications for small enterprises is substantiated: e-mail marketing; using social media platforms to communicate with customers; website; content marketing; organization of events.http://ema.ztu.edu.ua/article/view/284934marketing agencylogistics companiesinternet marketingbusiness communication |
| spellingShingle | V.H. O.A. I.M. H.Yu. S.B. Effectiveness of marketing business communications at logistics enterprises Економіка, управління та адміністрування marketing agency logistics companies internet marketing business communication |
| title | Effectiveness of marketing business communications at logistics enterprises |
| title_full | Effectiveness of marketing business communications at logistics enterprises |
| title_fullStr | Effectiveness of marketing business communications at logistics enterprises |
| title_full_unstemmed | Effectiveness of marketing business communications at logistics enterprises |
| title_short | Effectiveness of marketing business communications at logistics enterprises |
| title_sort | effectiveness of marketing business communications at logistics enterprises |
| topic | marketing agency logistics companies internet marketing business communication |
| url | http://ema.ztu.edu.ua/article/view/284934 |
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