Seaports are important points in international supply chains. As hubs for several transport sectors, seaports are an essential element of transport corridors. Over the years, the types of cargo moving through the ports in Szczecin and Świnoujście have changed significantly. In the last two decades, the largest transhipments were typically coal, grain and other bulk cargoes; this is reflected in the share of total hinterland shipments transported by different transport methods. In 2005, more than 2/3 of the cargoes delivered to and from the ports of Szczecin and Świnoujście were transported by rail. Rail transport continued to account for the leading share of hinterland transport until 2011, when road transport started to dominate (46.3% of cargo carried by rail and 47.50% by trucks). This is indicative of a correlation between the type of cargo and its mode of hinterland transport. With an increase in general cargo transhipments, the share of shipments travelling to and from the ports by road transport has increased. In turn, the fall in coal shipments is reflected in rail transport’s share decreasing. In 2005, 3.8% of coal was transported by roads and 80% by rail. In the following years, despite the decrease in the share of global transhipments accounted for by coal, road transport’s use for coal transport increased. This indicates that the type of cargo is not the only factor influencing the relative contributions of different modes of transport to hinterland travel.

Entrepreneurs in the transport and forwarding services field are looking for new areas of activity to ensure a competitive advantage over their competitors. Currently, with relatively balanced price levels and service quality, the acquisition and retention of clients can ensure success in the market and marketing activities. The approach to marketing activities has changed over the years. Currently, marketing 2.0 is used, which is focused on the customer, their needs, and preferences. Marketing 3.0 is also used, which introduces a broader customer perspective. The area of activity, which is part of the new marketing 3.0 concept, is social media, currently used by over one billion people globally. Such a large group means a regular flow of information which is highly important for businesses. Research has shown that companies use social media primarily for promotion, to recruit new employees, and contact contractors. Internet tools are the most widely used distribution channel of services in the industry. Over half of the surveyed enterprises indicated that they planned to increase social media in their company’s marketing activities. A positive trend may indicate that transport and forwarding companies may plan to increase their future use of this channel for marketing activities.