Welcome to the NEW Digital Accelerator Course

“If there’s one thing we’ve learned over the past year, it’s that the ability to adapt digitally is critical in today’s business environment. As a company, we’ve taken this to heart. A digital-first approach is now woven throughout our strategy, and our ultimate goal is to create the best digital experience powered by our global smart logistics network.” 

Kevin Warren, CMO – March 2021

The five drivers of multitouch learning

Best Practice Research

Over 500 reports, case studies and how-to guides written by industry experts and practitioners, covering strategy, planning and execution.

Skills Assessment

In-depth and detailed skills assessments, benchmarking, and measurement of impact.

On-Demand Online Training

Over 300 online specialist courses in digital marketing and ecommerce, delivered through the Econsultancy Skills Cloud™

Training for Teams

Expert-led digital marketing and ecommerce training, delivered in person and online.

Trends Analysis

Daily analysis of new developments, connecting with peers and inspiring insights.

Digital Accelerator Learning Objectives

So, join Kevin and UPS on this digital transformation journey and understand how we are moving from a UPS-centric mindset to Customer First and Digital First, and what this means for our business and our marketing teams.

Through a combination of lessons with UPS business/digital experts and Econsultancy modules, this course will ensure that participants understand the importance of putting the customer-first, and how key digital campaign planning tools and approaches, including segmentation, targeting, and customer journey mapping, can help to provide the best customer experience.

UPS marketers will explore the rich world of data and understand how a data-driven approach to planning, including hypothesis generation, insight leveraging, and producing a continuous data collection plan, can help support this customer-first approach and achieve business objectives.

 

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The Fundamentals of Digital Advertising

With the digital arena expanding to include apps, TVs, virtual worlds and even outdoor billboards, digital advertising has grown vastly in size and scope in recent years. This best practice guide looks at how marketers can successfully plan, create, execute and measure digital ad campaigns.

Social Commerce Best Practice Guide

As social commerce continues to evolve, it has become an essential part of how many brands do business online. This best practice guide looks at developing a selling strategy across each of the major platforms, including influencer marketing and emerging trends within the space.

Customer Experience

Four trends that could shape omnichannel retail in 2023

2022 brought new challenges for the retail industry as consumers cut-back on spend due to rising inflation and the cost-of-living, and retail brands suffered from supply chain issues and other lingering consequences of the pandemic. Online retail sales fell by 2.8% in November 2022, according to ONS, which it says continues a downward trend seen […]

2023 trends

Econsultancy’s digital and marketing trends for 2023

What are the overarching trends that will define how marketers will think and act in 2023, and the challenges and opportunities they will face? We explore four key trends. For some more channel-specific predictions, see our previous expert roundups on ecommerce, personalisation, retail media, influencer marketing, SEO, and social ads. Our trends for 2023: Resisting […]

Personalisation in 2023: What do the experts predict?

Personalisation – is it the key to conversion and the logical endpoint for comms, or merely a marketing pipedream? The answer is likely somewhere between the two, but to give us some more perspective on what marketers should expect from personalisation in 2023, I asked the opinions of some experts at AI-powered SaaS content platforms […]

Strategy

Econsultancy's Internet Statistics Database - Travel and Leisure, holidays, gaming

Loyalty, flexibility and ‘bleisure’: How travel brands are adapting post-pandemic

Cross-border travel reached pre-pandemic levels this March for the first time since the start of the pandemic. With people holidaying again, how are travel companies in the industry responding to changing consumer behaviour? Here’s a look at how brands are approaching the issues of sustainability, flexibility, and loyalty. IHG and Expedia refresh loyalty programs to […]

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A metaverse reality check: What role for brands?

Many companies are eager to explore investments in the metaverse, but what is the best way to go about this? We conclude our three-part series, ‘A metaverse reality check’, by looking closely at the practical considerations behind metaverse investment, and consider what some major brands have been doing in this space.

Innovation

Four big digital trends set to impact pharma marketers in 2023

The digital transformation of pharma has continued apace during the past few years, changing the way that both healthcare professionals (HCPs) and consumers communicate with each other and with pharmaceutical brands. But what digital marketing trends will shape pharma in 2023? From ad-supported media to influencer marketing, here’s a look at what’s on the horizon […]

Retail media in 2023: What do the experts predict?

News and developments in retail media dominated 2022. “Everything is an ad network“, summarised analyst and investor Eric Seufert. As online continues to represent an increased proportion of shopper spend in the wake of Covid-19, retailers (and beyond) are increasingly waking up to the advertising opportunities that this presents – while brands are seeking new […]

Influencer Marketing - Econsultancy's Internet Statistics Database

Influencer marketing in 2023: What do the experts predict?

Influencer marketing is now an integral part of the digital marketing mix, enabling brands to engage audiences and to promote authenticity and trust. According to The State of Influencer Marketing 2022: Benchmark Report, the industry was set to grow to approximately $16.4 billion this year; this growth has been buoyed by the continued success of […]

Search and SEO in 2023: What do the experts predict?

From Google announcing multi-modal ‘multisearch’ to the spam targeting efforts of its Helpful Content and Product Reviews updates, to developments in generative AI that could have disruptive implications for web search, it’s been an interesting year in search and SEO. We reached out to a number of experts to get their thoughts on how they […]

Data & Analytics

Search Engine Marketing

Digital PR: An introduction to writer/blogger outreach

The disciplines of content marketing and SEO are intertwined. Generally speaking, content marketing concerns the creation and publication of content to engage an audience, while SEO concerns the research of topics being searched for by people using Google (or other search engines). Both content marketers and SEOs will also have a focus on creating link-worthy […]

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Custom UPS Analyst Sessions

Catch up: Customer Experience 2021 and Personalisation 2.0

This analyst session covers:

  • The business case for prioritising CX
  • Implications for organisational transformation
  • An exploration of the data, technology and strategy required to manage personalisation at scale
  • The increasing importance of zero- and first-party data in enabling effective personalisation

Customer Experience 2.0 and Personalisation – Further Reading

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Ratings and Reviews Best Practice Guide

This best practice guide looks at the feedback economy, why it is important, and the challenges and opportunities it presents brands. It explains how marketers can capitalise on ratings and reviews, including how to unearth insights from customer feedback, diffuse any emerging crises and measure its effectiveness as a channel.

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