The challenges of a Marketing Manager in the Maritime sector
Shifting from advertising and mass media companies in 2000, maritime sector was a
very interesting experience being in a totally different environment. Shipping industry is unique, with many stakeholders (shipping companies, equipment manufacturers, classifi-
cation societies, yards, etc.), who are all acting in an international environment.
Working in the maritime sector is a big challenge, considering that by default, the marketing concept is customer driven, as it starts from the market and focuses on customers’ existing and potential needs, requiring all integrated marketing tools. However, this concept was de- layed being applied to the shipping industry, which compared with other was rather traditional and conservative sector, addressing in a technical oriented “audience”.
These days, things have changed, since there is a significant evolution towards the direction of a marketing concept in shipping, where the changing market conditions require from the whole maritime sector to adapt in new business models, embracing digital technologies. The maritime sector implements customer relationship management based on the marketing concept, using all integrated marketing tools. This aims to long term relationships with cus- tomers and global accounts, putting direct marketing into practice which might be one of the reasons that companies which are active in this sector are successful.
Currently to be a part of this community as a Marketing executive gives you the chance to contribute with the main purpose of marketing, engraving the feeling of trust in customers, the commitment to high added value quality services, building a reputation of a professional and a trustworthy partner.
* Marketing & Communication Manager OCEANKING SA
The answer was provided for NAFS magazine issue 143 in its special report “WOMEN in SHEPPING”