TRANSFORMATIVE MARKETING IN AIR CARGO

Marketing is no longer a supplementary function for the air cargo industry— it is becoming a cornerstone of operational strategy and competitive differentiation, as the sector embraces innovative marketing techniques to redefine its role, engage customers, and build long-term brand equity.

Bhavana Khera, Head of Marketing at CargoFlash, highlighted the transformative potential of marketing in the air cargo sector” “Marketing is not just about visibility; it’s about creating value, building trust, and ensuring customers see us as partners in their success.

“In a world of heightened competition and complex supply chains, airlines and freight forwarders must embrace marketing as a core driver of growth.”

Shift in perception

Traditionally, air cargo has operated in the shadow of passenger aviation, with minimal emphasis on branding and customer engagement. However, the rise of e-commerce, the increasing complexity of global supply chains, and heightened customer expectations for transparency and e…