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Seaintel: Container shipping companies change approach to advertising

Container shipping companies are now increasingly advertising specific products instead of general corporate branding, writes Seaintel in an analysis.

The shipping companies have changed their marketing strategy, so that there is less focus on promoting the company, and instead increased focus on advertising specific products or routes, says an analysis by Seaintel.

“This means that either carriers no longer believe branding campaigns add as much value as product specific campaigns – or that they simply need results fast and cannot wait for the potential long-term effects of a branding campaign. In either case, it shows how focus has clearly shifted to the immediate revenue stream of the company,” writes Seaintel.

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