Leading Logistics Firms’ Re-Engineering through the Optimization of the Customer’s Social Media and Website Activity

Abstract

To acquire competitive differentiation nowadays, logistics businesses must adopt novel strategies. Logistics companies have to consider whether redesigning their marketing plan based on client social media activity and website activity might increase the effectiveness of their digital marketing strategy. Insights from this study will be used to help logistics firms improve the effectiveness of their digital marketing as part of a marketing re-engineering and change management process. An innovative methodology was implemented. Collecting behavioral big data from the logistics companies’ social media and websites was the first step. Next, regression and correlation analyses were conducted, together with the creation of a fuzzy cognitive map simulation in order to produce optimization scenarios. The results revealed that re-engineering marketing strategies and customer behavioral big data can successfully affect important digital marketing performance metrics. Additionally, social media big data can affect change management and re-engineering processes by reducing operational costs and investing more in social media visibility and less in social media interactivity. The following figure presents the graphical presentation of the abstract.