Application of marketing digital technologies in high-tech road freight transportation projects

Zhanar Tazhiyeva

2023

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DOI 10.26577/sedgch.2023v1ca15
Data confidence 70 medium
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Abstract

This paper presents an analysis of trends in the development of the global and domestic markets for transport and logistics services, in particular, the role of marketing digital technologies in IT projects for road freight transportation.A detailed analysis of the current state of existing high-tech IT projects in the market of electronic platforms has been carried out and factors constraining its further development, and specifics of the development of the segment of road freight transportation have been studied.The purpose of this article is to determine the contribution of digital marketing technologies to the renewal and reinvention of high-tech projects in the form of IT products in the road freight transport market in Kazakhstan.The paper discusses the development dynamics of the global market of transport and logistics services using the panel study method.Additional research methods used in this study are comparative analysis, generalization and synthesis, and methods of grouping and comparison.The authors present and substantiate a list of hightech products that have the greatest impact on the formation of trends in the development of the global transport logistics market.Based on the study, key features, key success factors, and directions for further development of the Kazakhstani market of transport and logistics services are revealed.For example, due to the rapid development of IT technologies, in the next five years -in the period up to 2028, the market will continue to develop steadily with an average annual growth of about 5.7%.In addition, as the research results show, the situation with low activity in the application of the main marketing promotion of the main Internet portals for road freight transport shows that there is a lot of demand for SEO queries, but the promotion of IT projects such as Della and fa-fa is very low.Finally, research findings and provisions may be helpful as a guide for logistics and freight companies who plan to apply digital marketing in their activity.