Atlas / Primary & Industrial
Industry profile
Transport & Logistics marketing benchmarks
Strongest on Brand & Positioning, weakest on Conversion Efficiency. Transport & Logistics sits below the national average, and that tension shapes how the whole industry markets.
Score signature
Bars are this industry. Ticks are the national average.
Biggest strength
Brand & Positioning
68 out of 100. The engine carrying the whole score.
Biggest gap
Conversion Efficiency
61 out of 100. The dimension dragging the industry down.
Where to start
Conversion Efficiency
The most upside per point of effort: 20% of the score and 2 points below the field.
The map
Where this industry sits
Every dot is an industry we measure. Choose any two dimensions for the axes. Transport & Logistics is the red mark.
Acquisition Performance →
Transport & Logistics sits above average on Retention & Loyalty and below average on Acquisition Performance. That tension defines the industry.
The spread inside the industry
Every number is a Marketing Score out of 100. It rolls six dimensions into one figure, so 46 is a business doing the basics and 82 is one that markets like a business twice its size.
The distance between the strongest and weakest performer here is wide. A small cluster is genuinely good. A long tail sits well behind. The bar to lead this industry is lower than the reputation suggests. So where would you land?
The breakdown
How far above or below the field
Each row plots this industry against the whole field. The dot is where Transport & Logistics sits, the line is the national average and the faint marks are every other industry. Tap a row for what the dimension means.
How modern and capable is the digital setup?
How well does the industry win new demand?
How well does it turn interest into customers?
How well does it keep and grow customers?
How clear and distinct is the brand?
Can any of this actually be measured?
The read
What the numbers say about Transport & Logistics
On the whole, Transport & Logistics is a middle-of-the-pack industry. It leads on brand & positioning and trails on conversion efficiency, and the fastest gains sit in conversion efficiency.
Brand & Positioning
Sits in the upper half of every industry we measure. This is the engine carrying the score.
Conversion Efficiency
Sits in the lower half. The soft spot that drags the whole number down.
Conversion Efficiency
Carries the most weight in the score and sits below the field. Move this and the whole number moves with it.
A brand & positioning-led industry with a conversion efficiency problem. The reputation says one thing. The pipeline says another.
Go deeper
The Qantas distortion and what transport marketing really looks like+
Transport and Logistics scores 63.1 composite, ranking 40th of 70 industries. But this number comes with an asterisk. Qantas at 82 composite is one of the strongest single-company scores in any industry. It pulls the average up meaningfully. The typical logistics or freight company in this vertical scores closer to 55.
The Qantas outlier illustrates a broader pattern: consumer-facing transport companies (airlines, ride-share, passenger rail) invest heavily in marketing because they're competing for individual purchase decisions. B2B logistics companies (freight, warehousing, last-mile delivery) treat marketing as a support function at best.
Brand and Positioning is the strongest dimension, driven partly by Qantas but also by the inherent importance of reliability and trust in transport. When you're responsible for moving goods or people, your brand is your promise to deliver. The companies that communicate that promise consistently score higher.
Data and Tracking is weak but not surprising. Most logistics companies have exceptional operational data (route optimisation, delivery times, fleet management) but don't apply the same rigour to marketing measurement. The freight company that knows its average delivery time to the minute but can't tell you which marketing channel generates the best contract leads is the norm, not the exception.
The comparison to Commercial Real Estate is useful. Both are B2B industries with long sales cycles and relationship-driven acquisition. Commercial real estate outperforms transport by 5 points despite similar structural challenges. The difference is that CRE firms have invested in brand and digital presence over the past decade. Most logistics companies haven't.
Why retention carries 25% in transport+
Retention and Loyalty gets 25% because transport and logistics businesses depend on repeat contracts. A freight company that loses a major client loses revenue that takes months to replace. Acquisition (20%) and Conversion (20%) share equal weight because winning new business is a slow process involving tenders, trials and relationship building.
Brand and Positioning at 15% reflects the importance of trust in an industry where you're moving people's goods or moving people themselves. Digital Maturity (15%) and Data (5%) round out the score. Most logistics companies don't need cutting-edge websites. They need reliable service and clear communication.
Where transport companies can close the gap+
Retention sits below the national average and well below what the category leaders achieve through loyalty ecosystems. You don't need a loyalty program on that scale, but you do need a systematic approach to keeping existing clients engaged. Quarterly business reviews, proactive communication during disruptions and service level reporting go further than most logistics companies realise.
Acquisition is soft. Most transport companies rely on tenders and referrals. Building a content presence around industry expertise, supply chain insights and route-specific data creates inbound interest that reduces dependency on tender cycles.
Brand and Positioning is actually the strongest dimension. That's the platform to build from. If your reputation is already solid, invest in making that reputation visible to the prospects who don't already know you.
Highlighted terms link through to the marketing dictionary.
In context
Where it sits in Primary & Industrial
Frequently asked
Common questions about Transport & Logistics
How does Australian transport and logistics marketing compare to other industries?+
How do the top transport and logistics brands compare to the industry average?+
What is the biggest marketing gap in transport and logistics?+
Should logistics companies invest more in digital marketing?+
Keep exploring
Where to go from here
Pull any thread.