Omnichannel Digital Marketing in the Postal and Logistics Sector: Strategic Functions and the Role of Leadership Visibility

In the current conditions of digital transformation of logistics services, omni-cultural marketing as a strategy of personalized multichannel customer interaction is becoming especially relevant. Rising consumer expectations regarding the quality of digital communication and service transparency require new approaches to building trust and loyalty in logistics companies. The purpose of the study is to examine the digital behavior of customers of the logistics company Meest and to assess the impact of communication channels and the public presence of management on brand perception. The object of the study is digital communication channels in logistics. The methodological basis is a quantitative online survey of Meest customers (n = 1011) conducted in February 2025, using descriptive statistics to analyze the responses. The results revealed a high level of multimodal interaction: 72.5% of users use at least three channels, and 60% regularly switch between them. The highest level of satisfaction was recorded for the mobile app (96%), although it is inferior to email and messengers in terms of reach. For 92% of respondents, the style of communication affects brand trust, and 68.7% positively assess the public activity of management. A functional typology of channels by strategic purpose (attraction, retention, brand building) has been built, which allows optimization of the digital architecture of logistics companies. The practical significance of the study lies in the possibility of adapting the findings to develop effective omni-cultural strategies, taking into account behavioral and emotional factors of interaction.