Digital marketing adoption among small and medium-sized logistics enterprises in Hai Phong: Current status and implications for improved effectiveness

This study evaluates digital marketing adoption among small and medium-sized logistics enterprises in Hai Phong. A mixed-methods approach was employed, combining qualitative analysis with descriptive statistics from a survey of 50 enterprises. The findings show that these enterprises have begun using websites, social media, messaging applications, and other digital tools. However, implementation remains fragmented and constrained by limited managerial awareness, inadequate digital infrastructure, shortages of specialized personnel, weak integration among marketing tools, and insufficient performance measurement. Many enterprises still view digital marketing primarily as an advertising instrument rather than an integrated approach to customer experience and business operations. The study proposes improving digital strategies, data management, employee capabilities, channel integration, customer relationship management, and performance measurement, together with support from regulatory authorities, professional associations, and educational institutions.