For a long time, logistics was perceived merely as an operational cog, distant from the digital environment and the more dynamic language of marketing. This view, however, is beginning to change. Currently, a digital presence is not just a complement, but a central element in how companies in the sector present themselves, educate their customers, and build authority. This shift reveals an inconvenient truth: ignoring digital marketing is no longer an option.
The transition from a model based exclusively on personal contacts to structured digital strategies has triggered a true revolution in the logistics sector. Traditionally characterized by trade shows, printed catalogs, and in-person negotiations, the segment is now discovering new ways to expand its influence. Tools such as SEO (Search Engine Optimization), educational content, and demonstration videos enable companies to approach customers in a more strategic and assertive manner.
Furthermore, this movement paves the way for more transparent communication, where customers enter conversations already equipped with relevant information. This makes negotiations more objective and qualified, benefiting both suppliers and buyers. Recent data reinforces this trend: according to a Deloitte study, 60% of logistics executives worldwide state that investing in a digital presence strengthens relationships with customers and business partners.
However, the adoption of these practices is not without obstacles. The sector's conservative culture creates barriers: the perception still prevails that business is only solidified “face-to-face” and that digital actions are expensive or difficult to measure. There is also the risk of strategic errors, such as simply replicating printed catalogs in digital format or restricting communication to sales advertisements. These mistakes reduce the potential for engagement and drive away customers who seek in-depth knowledge before making a purchase decision.
Critics of digital marketing in logistics may argue that the essence of the sector lies in trust-based relationships built over years and that digitalization will never replace this model. The objection is valid but ignores a crucial point: the digital realm does not eliminate human contact; it strengthens it. When customers access technical content, watch virtual demonstrations, or follow success stories, they arrive better prepared for in-person interactions. The result is a higher-quality conversation, which accelerates the purchase decision and reduces acquisition costs.
The future points towards an inevitable convergence. Digital marketing will not replace trade shows, technical visits, and in-person negotiations, but will act as a catalyst for these practices, expanding their reach and effectiveness. The challenge for logistics companies is to abandon the view of digital as an expense and see it as a long-term strategic investment, capable of generating engagement, recognition, and competitive differentiation.
In a few years, a digital presence will cease to be a differentiator and become a basic prerequisite. Those who understand this paradigm shift now will have the advantage of positioning themselves as a reference in a market that is still in its infancy regarding transformation. The lesson is clear: resisting digital means giving up the chance to educate, attract, and retain customers on a scale. Marketing has ceased to be a supporting actor in logistics and has become the protagonist of its modernization.
*Silene Medeiros is the founder and CEO of Netmak Forklifts, a company specialized in cargo handling solutions.
