A Systematic Literature Review of Digital Marketing Strategies in Maritime Logistics

Maritime logistics is a core component of the global supply chain, enabling logistics facilities to offer value-added services involving maritime transport and other modes, as well as inbound and outbound logistics from the point of origin to the final destination. However, regardless of significant advancements in fields such as operational issues, risk management, sustainability, adaptability, and outcomes of innovative technologies, research on the digital marketing strategies within maritime logistics remains very limited. This study aims to provide an overview of digital marketing strategies in maritime logistics by analyzing digital technologies and marketing channels through a systematic literature review (SLR). By conducting an SLR, this study aims to fill the gap in the importance of an integrated approach to digital marketing channels and technologies, proposing essential frameworks for scholars and practitioners to improve digital marketing strategies in maritime logistics.