Digital transformation of communication strategies of logistics companies

Abstract

The article is devoted to the study of the impact of digitalization on the formation of effective communication strategies of logistics companies. The key areas of digital transformation are considered, including the use of IoT, artificial intelligence, Big Data, ERP systems and blockchain technologies. The purpose of this article is to analyze the impact of digital transformation on the formation of effective communication strategies of logistics companies. The following methods were used in the study: monographic, analysis, synthesis, comparison, logical generalization and systematization. Results. It was established that the implementation of digital tools increases the efficiency of operations, optimizes delivery routes, reduces transportation risks and ensures transparency and security of processes. Particular attention is paid to the digitalization of communications, which covers internal, external and institutional interactions. The use of multi-channel platforms, electronic services and data analytics contributes to the efficiency of information exchange, increases customer orientation, trust and loyalty of customers, and also strengthens the company's reputation in the logistics services market. The article also highlights the role of digital KPIs in assessing the effectiveness of communication strategies and the impact of digitalization on key business results, including order volumes, customer retention, and cost optimization. The importance of automation and personalization of communications for creating sustainable competitive advantages for logistics companies in the digital economy is emphasized. Conclusions. It is concluded that digitalization is a key factor in increasing the efficiency of business processes and communication strategies of logistics companies. Digital communication strategies provide integrated interaction within the company, with customers, partners, and government agencies. The use of modern information protection tools, as well as the implementation of blockchain technologies, ensures transparency and security of document flow, automation of cargo transportation control, and reduction of fraud risks.