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How Supply Chain Companies Are Using Digital Marketing

How Supply Chain Companies Are Using Digital Marketing


Supply chain companies are increasingly embracing digital marketing. An article titled ‘Digital Marketing for the Supply Chain & Logistics Industries’ details how consumers are much more likely to research supply chain companies to evaluate them. This means that supply chain companies need to be more than simply a service, they must prove themselves a “thought leader” – an informed and trusted source in their field of expertise. It is through a successful and targeted digital marketing strategy that supply chain companies are able to make this connection. In this article will look at how supply chain companies are using digital marketing and the challenges some companies face.

Improving a Company’s Industry Reputation

Supply chain companies are using digital marketing to demonstrate to potential clients their experience via their website, social media, and other online platforms. It is also through digital marketing that supply chain companies can provide future customers relevant and industry-specific information about the supply chain process, as well as answer questions they might have.

Strategic leader Ranjan Sinha explains that supply chain companies can use social media marketing to “build relationships and determine key performance indicators, such as the on-time performance of a carrier or slow payments from a shipper.” He also notes that some companies use social media to gather information from their customers and use these as a platform for making recommendations for improvement. This increased transparency shows that the company is willing to engage with its clients, which in turn will increase its authority.

How Firms Are Leveraging Digital Marketing

One supply chain company finding value in digital marketing is Sin Mui Heng (SMH) Food Industries, makers of chilled and frozen dim sum. Challenged by the pandemic, SMH was forced to focus on direct sales and to rely more on digital marketing to shift its products. Specifically, the company began using social media — notably, Facebook and Instagram — extensively to market its products. This shift in marketing strategy, along with the diversification of sales practices, has helped SMH thrive in this pandemic. Unsurprisingly, they are planning to expand their digital presence.

Like SMH, Royal Insignia was challenged by the global health crisis. But the makers of bespoke medals, luxury gifts, and jewellery have continued to thrive by adapting to digital marketing practices. One way Royal Insignia have adapted is by using YouTube marketing, in which they made their own channel to inform clients of their history and standing in the industry as ‘masters of the nuances of technique and precision’. They have also optimised their website so that clients can easily search for the company online.

A Challenge for Smaller Players

While larger supply chain companies have been able to weather the current global situation through digital marketing strategies, small- to mid-sized supply companies are at a distinct disadvantage. This is due to the additional investment required and the way search engines work. Ayima Kickstart outlines how digital marketing is affected by Google algorithms that tend to reward larger brands that already have ‘link equity’ or incoming backlinks to excellent and expansive content. In order to rank higher, a supply chain company needs a strong digital marketing campaign.

Supply chain companies have two options: Hire a team of in-house digital marketing experts or outsource it entirely. Restaurant Magazine in its article on supply chain visibility explains how many smaller companies are choosing to outsource this role. When it comes to the delivery of goods, such as food, “experts can analyse ordering, deliveries, logistics, and receiving to see if there are any gaps or inefficiencies that need improvement”. This information can then be used to “create standardized solutions and procedures that save money [and] attract new patrons”.

This shows how digital marketing has become crucial to every type of supply chain company.

For more news about the Asian supply chain landscape, check out our Publications section. It will keep you updated on what’s going on in the supply chain sphere in the region.