Barriers and Strategies for Digital Marketing and Smart Delivery in Urban Courier Companies in Developing Countries

This study aims to analyze the impact of digital marketing on urban courier companies in the municipality of Valledupar, Colombia. It also aims to propose strategies for smart delivery in urban courier companies in developing countries and identify barriers to be overcome in these activities. A quantitative approach with a descriptive research design is used. Given the nested nature of the data, a correlation analysis was performed to gather information on the relationship between the variables studied and the strength and direction of those relationships. A correlation analysis was conducted to identify the correlation coefficient between two specific variables. The ordinary least squares (OLS) regression method examined the relationship between the dependent and independent variables. The results indicate that the use of social media has a significant positive impact on the dependent variable. In contrast, the use of email and websites does not show statistical significance. The proposed strategies include real-time tracking of shipments, personalized notifications, scheduled delivery, integration of augmented reality, use of smart lockers, and geolocation technology. As barriers to be overcome in urban courier activities in developing countries, the following are identified infrastructure limitations, limited access to technology, costs associated with technology adoption, digital divide and skills, and resistance to change. The study was conducted in small and medium-sized courier companies in developing countries, so the implications of the results should be generalized to only some companies worldwide. The research highlights the importance of developing digital marketing skills and addressing barriers to implementing smart delivery strategies. Strategies such as real-time tracking of shipments, personalized notifications, scheduled delivery, augmented reality integration, smart lockers, and geolocation technology are proposed. It is concluded that digital marketing can enhance urban courier services and provide competitive advantages to companies that adopt it. This study provides valuable insights to develop specific strategies and solutions that help improve the operational efficiency of urban courier companies, including website optimization, effective use of social media, and email, and increased visibility in search engines. It enhances service quality, providing a more satisfying customer experience and fostering customer loyalty. Additionally, it emphasizes the importance of developing engaging and relevant content and establishing effective communication with customers through digital channels.