Year in Review: What We Learned About Supply Chain Marketing in 2023
Change is inevitable. As supply chain marketers, we must adapt to an always-evolving industry and stay ahead of the curve to succeed.
With 2024 quickly approaching, we decided to look back on the lessons we learned in 2023 and identify trends shaping the landscape for connecting with audiences and driving client business growth.
This exploration of supply chain marketing trends delves into the importance of embracing strategy, the power of podcasts, the role of generative AI, and the enduring significance of content (now intricately tied to the capabilities of marketing automation).
2024 and ensure their marketing strategy goes beyond lead generation. While new leads are important for driving revenue, focusing solely on lead gen often neglects nurturing and retaining existing customers.
Maintaining strong relationships with shippers and carriers will be critical for navigating whatever the transportation market throws at us in 2024. Implementing retention and customer marketing programs needs to be a priority as supply chain companies plan their 2024 marketing strategy and budget.
1. Embracing a Strategic Approach to Marketing: Business Growth Through Investment
Supply chain companies are increasingly recognizing the strategic significance and necessity of marketing. They are transitioning from being solely sales-focused to adopting more fundamental marketing practices. This overhaul includes refining key messaging, developing new content, formulating robust marketing strategies, and launching comprehensive marketing campaigns.
Investment in these marketing fundamentals is an acknowledgment of the value of strategic marketing. The impetus behind this transformation lies in staying competitive and keeping pace with digitally savvy competitors. All sizes of supply chain companies are now leveraging marketing not just as a standalone function but as a core driver of business success.
“An agency can provide an important outside perspective to ensure your strategies fit the needs of your business and put them into practice effectively – whether that’s key messaging and ideal customer profile development, demand and lead generation, targeted marketing automation, or advertising. Working with industry and marketing experts pays off, especially for startups and growing companies needing to hone in on the tactics that will drive results,” said Virago Marketing Director of Strategy and Operations Leigh Sauter.
2. Leveraging the Power of Podcasts: A Revolution in Supply Chain Marketing
Podcasts have emerged as a powerful medium, offering supply chain marketers a unique way to engage their audience. Through insightful discussions, industry interviews, and thought leadership content, podcasts provide a platform for brands to share their expertise and build a community of engaged listeners. As professionals increasingly turn to audio content for on-the-go learning, supply chain marketers can leverage podcasts to convey complex topics in an accessible and engaging manner, establishing thought leadership and fostering connections with their target audience.
3. Using Generative AI: A Valuable Assistant but Not a Replacement for Industry Experience
The rise of generative AI has brought about transformative possibilities in supply chain marketing, from predictive analytics to personalized content creation. AI algorithms can analyze vast datasets and automate specific tasks but do not create insights and convey messages that resonate with the needs of prospects and customers. Human intuition, experience, and industry expertise are irreplaceable for interpreting complex scenarios and supply chain dynamics to inform decisions. Generative AI should be viewed as a powerful assistant that complements human expertise rather than a substitute for it.
4. Content is Still King: But Its Reign Depends on Marketing Automation
Content remains the cornerstone of effective supply chain marketing, but the landscape has evolved. The sheer volume of content required to fuel modern marketing strategies necessitates marketing automation. From personalized email campaigns to targeted social media posts, automation streamlines content distribution, ensuring it reaches the right audience at the right time. The combination of compelling, informative content with the efficiency of marketing automation enhances engagement. It allows marketers to analyze data and refine strategies, ensuring that the content reigns supreme in a world where relevance and timing are paramount.
Looking Forward to 2024
As we navigate the waves of supply chain marketing trends, we can look to the strategies outlined above to propel brands forward. Whether embracing a comprehensive strategic marketing approach, harnessing the conversational power of podcasts, utilizing generative AI smartly, or recognizing the symbiotic relationship between content and marketing automation, staying attuned to these trends will empower supply chain marketers to chart a course for success in an increasingly dynamic and competitive industry.
Connect with us to talk through your 2024 marketing strategy.