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

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.

In addition, you will understand how digital has advanced the capabilities in key channels and how this can enhance your digital campaigns, via web desktop and mobile, as well as email, search, social and digital advertising.  You will also learn how these opportunities have expanded due to the Covid-19 pandemic.

The last module will provide you with valuable advice in the form of “top tips” from UPS experts to help you “adopt digital in all you do” and activate this powerful digital opportunity with your teams.

By the end of this course, you will feel confident in the role you play in this transformation, feel comfortable with starting small, failing fast and trying again, and understand why it is time for all of us at UPS to embrace a new digitally-powered customer-first mindset.

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SEO Best Practice: Link Strategy and Tactics

This report covers the practice of link building and its importance to SEO, and guides businesses through the steps to creating an effective link building strategy that encourages organic traffic. It also looks at how businesses can avoid penalties from search engines.

SEO Best Practice: International SEO

This report looks at how businesses can successfully launch into new markets by optimising their international web presence, from choosing a domain strategy to language considerations and content localisation.

Content Marketing Best Practice Guide

Content plays a vital part in any brand’s marketing strategy, supporting business objectives at every stage of the purchase funnel. This report provides best practice guidance on building an effective content marketing strategy to enable brands to engage audiences in creative ways that promote authenticity and trust.

Customer Experience

Strategy

Business purpose, strategic and operational goals

How Aerie, Sephora, and AllBirds are attracting values-motivated consumers

According to a 2018 survey by Forrester, 68% of US consumers say that their social values shape their shopping choices. But of course, findings like these are often based on attitudes and passive intention, as opposed to direct action. The majority of consumers will put other attributes such as value or convenience before a brand’s […]

Innovation

experiential_marketing

Four trends driving brand events and experiences in 2022

Companies are ramping up investment in experiential marketing, as consumers crave in-person experiences. According to AnyRoad, 81% of brands say their event and experiential budgets will “match or exceed” pre-pandemic levels in 2022. But post-pandemic, is experiential strategy the same? Here’s a look at how companies are attracting people IRL, and some trends driving the industry.  […]

Data & Analytics

How CX analytics platforms are improving customer journeys

Digital transformation has accelerated rapidly over the past two years. According to PwC, 53% of businesses (in a survey of 1,250 global executives) have accelerated digital transformation in this time, with 57% reporting that technology has been critical to their performance.  Companies that have invested in digital technologies, processes, and behaviours in the past two […]

Search Engine Marketing

Email

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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