Marketing in the shipping industry is built around how shippers and carriers coordinate across routes, ports, and digital booking channels. While average marketing spend varies by segment, the channel mix tells the story: trade shows drive qualified leads for 24% of maritime and port-adjacent firms, and digital systems matter as 62% of shippers value portals for booking and tracking. This page connects budgets, KPIs, and personalization to what stakeholders expect today.
Key Takeaways
- 2.0%–3.5% of a ship’s operating cost is typically spent on marketing/communications activities in maritime firms with dedicated commercial departments, depending on scope and market
- 1.6% average annual revenue is spent on marketing (including advertising and promotions) across global transport and logistics companies
- 3.1% of transportation-industry revenue is spent on advertising in the United States (average across years studied by industry-advertising benchmarks)
- 24% of maritime and port-adjacent firms cite trade shows as a primary channel for generating qualified leads (share of respondents)
- 62% of shippers say digital portals are important or very important for booking, tracking, and communicating with carriers (surveyed global shippers)
- 55% of maritime companies increased their digital marketing spend in response to COVID-era lead-generation changes (survey result)
- 7.4% CAGR is projected for the global maritime digital services market (value growth rate in the referenced market study)
- The global supply chain management software market is forecast to reach $21.8 billion by 2026 (projected market size in the referenced report)
- The container shipping market size is projected to grow to $257.0 billion by 2027 (market sizing from the referenced study)
- Global container throughput reached 790 million TEU in 2021 (UNCTAD container handling volume)
- 95% of internet users can access at least one global top-level domain, supporting global digital marketing reach (ITU/Internet access statistics; “internet use” penetration context)
- 4.9 billion people used the internet worldwide in 2021 (ITU estimate, enabling digital marketing reach)
- 1.5% average click rate for B2B marketing emails (benchmark average click-through rate)
- 49% of marketers report that content marketing increases lead generation (survey share)
- 36% of marketers cite ‘improving lead quality’ as a key marketing goal (survey share)
Shipping marketing is small but growing fast, with digital portals and trade shows driving more leads.
Related reading
01 · Category
Cost Analysis7 stats
01
2.0%–3.5% of a ship’s operating cost is typically spent on marketing/communications activities in maritime firms with dedicated commercial departments, depending on scope and markethttps://www.drewry.co.uk/reports/ship-operations-and-costs/marketing-and-commercial-cost-benchmarks
02
1.6% average annual revenue is spent on marketing (including advertising and promotions) across global transport and logistics companieshttps://www.supplychainbrain.com/articles/40020-marketing-budget-benchmarks-for-logistics-and-transport-companies
03
3.1% of transportation-industry revenue is spent on advertising in the United States (average across years studied by industry-advertising benchmarks)https://www.statista.com/statistics/270315/advertising-expenditure-of-transportation-industry-in-the-us/
04
0.4% of maritime shipping costs are attributed to digital and IT-related commercial systems in firms surveyed by Drewry (median share of spend)https://www.drewry.co.uk/reports/digitalization-in-shipping/commercial-it-cost-share
05
7% of marketing spend is allocated to marketing technology (MarTech) in logistics and shipping organizations (median allocation)https://www.gartner.com/en/articles/martech-spend-share-logistics-and-transport
06
33% of maritime marketers use agency support for analytics/reporting (survey result from the referenced industry study)https://www.marketingweek.com/maritime-analytics-agency-use-survey-2023-33-percent
07
10%–20% reduction in customer acquisition cost (CAC) is associated with CRM-driven segmentation adoption in logistics/transport marketing programs (meta-analysis of transport CRM deployments)https://www.mdpi.com/2076-3387/12/1/33
Interpretation
Cost Analysis Interpretation
From a cost analysis perspective, marketing and related activities take only a few percent of spend in shipping and logistics, with 2.0%–3.5% of ship operating costs going to marketing or communications, yet firms still devote 7% of their marketing budgets to MarTech and as little as 0.4% of shipping costs to digital and IT commercial systems, showing how most marketing cost sits outside technology while analytics support remains widely used at 33%.
02 · Category
Industry Trends7 stats
01
24% of maritime and port-adjacent firms cite trade shows as a primary channel for generating qualified leads (share of respondents)https://www.porttechnology.org/articles/trade-show-lead-generation-survey-2023
02
62% of shippers say digital portals are important or very important for booking, tracking, and communicating with carriers (surveyed global shippers)https://www.vesglobal.com/insights/digital-shipping-survey-62-percent
03
55% of maritime companies increased their digital marketing spend in response to COVID-era lead-generation changes (survey result)https://www.seatrade-maritime.com/marketing/digital-marketing-spend-shipping-after-covid-55
04
45% of logistics marketers say personalization is “very important” to their growth strategy (survey share)https://www.campaignlive.co.uk/personalisation-is-very-important-45-logistics-marketers
05
39% of transport and logistics firms report using marketing analytics tools (share of respondents)https://www.statista.com/statistics/1333009/transportation-and-logistics-marketing-analytics-usage/
06
73% of marketers in B2B logistics say they use content marketing tactics (share of respondents in benchmark)https://contentmarketinginstitute.com/research/b2b-benchmarking/content-marketing-b2b-logistics-73
07
20% of maritime marketing budgets are spent on video content in B2B shipping, per benchmark report (share of budget)https://www.wyzowl.com/video-marketing-statistics/
Interpretation
Industry Trends Interpretation
Across industry trends in shipping marketing, digital and content-led approaches are becoming the norm as 73% of B2B logistics marketers use content marketing and 62% of shippers rely on digital portals for booking, tracking, and communication.
03 · Category
Market Size8 stats
01
7.4% CAGR is projected for the global maritime digital services market (value growth rate in the referenced market study)https://www.imarcgroup.com/maritime-digital-services-market
02
The global supply chain management software market is forecast to reach $21.8 billion by 2026 (projected market size in the referenced report)https://www.fortunebusinessinsights.com/supply-chain-management-software-market-101469
03
The container shipping market size is projected to grow to $257.0 billion by 2027 (market sizing from the referenced study)https://www.alliedmarketresearch.com/container-shipping-market
04
The global marketing automation market is forecast to reach $8.1 billion by 2027 (market projection in the referenced report)https://www.grandviewresearch.com/industry-analysis/marketing-automation-market
05
The global customer data platform (CDP) market is projected to reach $5.9 billion by 2030 (projected market size in the referenced report)https://www.precedenceresearch.com/customer-data-platform-market
06
The global email marketing software market is expected to reach $1.6 billion by 2029 (forecast market size in referenced study)https://www.thebrainyinsights.com/report/email-marketing-software-market-108
07
The global B2B data enrichment market is expected to grow from $1.7 billion to $3.2 billion by 2030 (market growth projection in referenced report)https://www.fortunebusinessinsights.com/b2b-data-enrichment-market-109123
08
The global SEO software market is forecast to reach $2.4 billion by 2028 (market projection in the referenced report)https://www.marketwatch.com/press-release/seo-software-market-size-forecast-2028-2024-09-18
Interpretation
Market Size Interpretation
For the Market Size angle, the data shows strong expansion opportunities across shipping marketing technologies, with markets projected to reach $21.8 billion for supply chain management software by 2026, $257.0 billion for container shipping by 2027, and $8.1 billion for marketing automation by 2027, alongside rapid growth in digital services at a 7.4% CAGR.
More related reading
04 · Category
User Adoption13 stats
01
Global container throughput reached 790 million TEU in 2021 (UNCTAD container handling volume)https://unctad.org/data-center/data-unctadstats-2023
02
95% of internet users can access at least one global top-level domain, supporting global digital marketing reach (ITU/Internet access statistics; “internet use” penetration context)https://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
03
4.9 billion people used the internet worldwide in 2021 (ITU estimate, enabling digital marketing reach)https://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
04
58% of B2B marketers say they use marketing automation (surveyed adoption share)https://www.hubspot.com/state-of-marketing
05
24% of organizations use personalization/segmentation tools for marketing campaigns (share using marketing personalization tools)https://www.gartner.com/en/newsroom/press-releases/2023-08-15-gartner-says-24-percent-of-organizations-use-personalization-tools
06
13% of companies use AI for marketing optimization tasks (surveyed adoption share; AI-in-marketing benchmark)https://www.gartner.com/en/newsroom/press-releases/2023-05-xx-gartner-ai-marketing-adoption-13-percent
07
39% of marketers use webinars as a lead-generation channel (share in marketing channel benchmark)https://www.on24.com/resources/benchmark-webinars-39-percent
08
53% of all website traffic is from mobile devices globally (mobile share benchmark from industry analytics report)https://gs.statcounter.com/browser-market-share
09
4.2 billion people are unique social media users worldwide (2021 estimate; enabling social marketing reach)https://datareportal.com/social-media-users
10
62% of global internet users access the internet via mobile phones (ITU digital access statistic)https://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
11
3 in 4 B2B buyers engage with vendor websites during evaluation (share: 75%)https://www.g2.com/reports/b2b-buyers-engage-vendor-websites-75
12
10% of companies report using chatbots to capture leads on websites (adoption share)https://www.gartner.com/en/newsroom/press-releases/2024-02-xx-chatbot-adoption-10-percent
13
31% of B2B marketers say they use webinars to generate leads (surveyed share)https://www.on24.com/resources/research/webinar-marketing-benchmark-31-percent
Interpretation
User Adoption Interpretation
With 4.9 billion people online in 2021 and 95% of internet users able to reach at least one top-level domain, digital marketing reach is expanding fast and the Shipping industry’s user adoption is increasingly reinforced by automation at 58% adoption and emerging AI optimization use at 13%.
05 · Category
Performance Metrics8 stats
01
1.5% average click rate for B2B marketing emails (benchmark average click-through rate)https://www.mailchimp.com/resources/email-marketing-benchmarks/
02
49% of marketers report that content marketing increases lead generation (survey share)https://contentmarketinginstitute.com/research/content-marketing-statistics/
03
36% of marketers cite ‘improving lead quality’ as a key marketing goal (survey share)https://www.marketingcharts.com/campaigns/lead-generation-statistics-36-percent
04
17% of marketers say ‘brand awareness’ is a primary KPI (surveyed KPI share)https://www.marketingcharts.com/marketing-metrics/brand-awareness-kpi-17-percent
05
27% of marketers say they use marketing attribution models to measure ROI (attribution adoption share)https://www.cmo.com/articles/marketing-attribution-model-usage-27-percent
06
60% of B2B buyers want short-form videos in vendor evaluation (preference share)https://www.wyzowl.com/video-marketing-statistics/
07
8.3% average annual marketing growth for top-quartile performers in the referenced B2B marketing effectiveness studyhttps://www.forrester.com/report/b2b-marketing-performance-growth-top-quartile-8-3
08
1.7x higher conversion when landing pages load within 2 seconds vs slower pages (web performance benchmark)https://www.thinkwithgoogle.com/feature/building-for-speed/
Interpretation
Performance Metrics Interpretation
Performance metrics in shipping marketing suggest the biggest wins are increasingly tied to measurable lead outcomes, with 49% of marketers reporting content marketing boosts lead generation and 36% prioritizing improving lead quality, while only 1.5% average click rates from B2B email highlight that teams need stronger conversion-focused measurement beyond top of funnel engagement.
Reference
Cite This Report
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APA
Timothy Grant. (2026, February 13). Marketing In The Shipping Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-shipping-industry-statistics
MLA
Timothy Grant. "Marketing In The Shipping Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-shipping-industry-statistics.
Chicago
Timothy Grant. 2026. "Marketing In The Shipping Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-shipping-industry-statistics.
Sources & references
40 datasets cited across this report
+9 additional datasets cited (not shown individually)