[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Faaron-dicks\u002Fpage\u002F5":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":216,"head_links":219,"breadcrumbs":204,"posts":223,"pages":199,"head":1523},"Aaron Dicks","","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":71,"page_content_modules":127,"hero":200},"Chief Technology Officer","\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[13,30,42,52,62],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},108,"98","2020-12-16 14:36:55","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":31,"link_text":41},{"ID":32,"post_author":33,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":38,"guid":39,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":40},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & 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10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":53,"link_text":61},{"ID":54,"post_author":16,"post_date":55,"post_date_gmt":55,"post_content":5,"post_title":56,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":57,"to_ping":5,"pinged":5,"post_modified":58,"post_modified_gmt":58,"post_content_filtered":5,"post_parent":25,"guid":59,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":60},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise 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14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":72,"id":72,"title":73,"filename":74,"filesize":75,"url":76,"link":77,"alt":5,"author":78,"description":5,"caption":5,"name":79,"status":80,"uploaded_to":25,"date":81,"modified":81,"menu_order":25,"mime_type":82,"type":83,"subtype":84,"icon":85,"width":86,"height":87,"sizes":88},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 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Dicks’ posts",{"data":133,"pages":199},[134,147,158,170,180,192],{"type_key":135,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":141,"authors":142,"category":145},"post","Microsoft launches Clarity web analytics: free heatmaps and session recording","\u003Cp>Microsoft has launched a new visual web analytics tool called Clarity. Originally a project announced in 2018, the full public release happened last week October 28th 2020.  Clarity is an analytics tool designed for developers and non-technical people alike. It includes a simple interface with only three main toolset areas, and by its nature is […]\u003C\u002Fp>\n","\u002Fblog\u002Fmicrosoft-clarity-free-heatmaps-recordings\u002F","2022-02-07T16:48:14",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FUAmbpq9e-050720211625503661_Microsoft-Clarity-1.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[143],{"name":4,"image":144},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":146,"name":46},"\u002Fblog\u002Fcategory\u002Fcro\u002F",{"type_key":135,"title":148,"excerpt":149,"to":150,"postedAt":139,"readingTime":151,"image":152,"authors":153,"category":155},"Supporting Unicode By Adopting the Link Emoji","\u003Cp>Can anyone remember life before emojis? The extensive range of icons has made their way in to our day to day lives, providing us a way of expressing our feelings and emotions virtually. Not only are they something that the majority of us use in our personal lives every day, but they are also used […]\u003C\u002Fp>\n","\u002Fblog\u002Fsupporting-unicode-link-emoji\u002F",1,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FHPvyluj9-050720211625503671_unicode-emojis-1.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[154],{"name":4,"image":144},{"to":156,"name":157},"\u002Fblog\u002Fcategory\u002Four-news\u002F","Our News",{"type_key":135,"title":159,"excerpt":160,"to":161,"postedAt":162,"readingTime":163,"image":164,"authors":165,"category":167},"Understanding multi-channel attribution can unlock your brand’s potential on paid social and display","\u003Cp>Note: This post originally appeared on The Drum. Compared with paid search ads, there are so many more placements and impressions available across the various types of display inventory out there. However, for many marketers, the fear of immeasurable or delayed results mean ad budgets continue to be invested into paid search despite the squeeze […]\u003C\u002Fp>\n","\u002Fblog\u002Funderstanding-channel-attribution-unlock-potential-paid-media\u002F","2022-02-07T16:48:16",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F5lI7qU42-050720211625504426_etrpjvb0km0.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[166],{"name":4,"image":144},{"to":168,"name":169},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":135,"title":171,"excerpt":172,"to":173,"postedAt":162,"readingTime":163,"image":174,"authors":175,"category":177},"PPC Audits – The Essentials","\u003Cp>Managing a PPC account can mean juggling a lot of different plates. From monitoring budgets to assessing ad performance and much more. It can feel like a daunting task at times, which is why successful account managers will often have audit routines to make sure nothing important is missed. This blog will highlight various areas […]\u003C\u002Fp>\n","\u002Fblog\u002Fppc-audits-the-essentials\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsmSwSI8W-050720211625504464_PPC-AUDIT.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[176],{"name":4,"image":144},{"to":178,"name":179},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":135,"title":181,"excerpt":182,"to":183,"postedAt":184,"readingTime":185,"image":186,"authors":187,"category":189},"The Impact Of Global Recession On Businesses & Consumer Behaviour","\u003Cp>It’s fair to say 2020 isn’t shaping up like anyone had hoped. The Coronavirus outbreak has significantly altered the face of business, and the economic impact of global lockdowns is likely to be felt for years to come. Are we heading for a UK recession? Unfortunately, the short answer is yes. The European Commission is […]\u003C\u002Fp>\n","\u002Fblog\u002Fcovid-19-consumer-behaviour-business-strategy\u002F","2022-02-07T16:48:17",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504604_digitalmarketing-strategy-impression-stock-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[188],{"name":4,"image":144},{"to":190,"name":191},"\u002Fblog\u002Fcategory\u002Fcovid\u002F","COVID",{"type_key":135,"title":193,"excerpt":194,"to":195,"postedAt":184,"readingTime":151,"image":5,"authors":196,"category":198},"How Impression is handling the Covid-19 outbreak","\u003Cp>The Coronavirus situation is changing rapidly however our latest notes will appear here. Page last updated: 23 March 2020. Due to the unforeseen ongoing Covid-19 coronavirus pandemic, Impression has had to make some changes to the way we work with our clients. Since Tuesday 17th March, our staff have been working full time from home. […]\u003C\u002Fp>\n","\u002Fblog\u002Fcoronavirus\u002F",[197],{"name":4,"image":144},{"to":190,"name":191},"15",{"type":201,"style":202,"title":203,"heading":4,"intro":11,"services":12,"breadcrumbs":204,"photo":89,"social":216},"author","dark","Meet the Team",[205,208,211,214],{"path":206,"name":207},"\u002F","Home",{"path":209,"name":210},"\u002Fabout\u002F","About Us",{"path":212,"name":213},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":215,"name":4},null,{"twitter":217,"linkedin":218},"https:\u002F\u002Ftwitter.com\u002Faarondicks","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Faarondicks\u002F",[220],{"rel":221,"href":222},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Faaron-dicks\u002F",[224,557,756,954,1153,1353],{"id":225,"date":226,"date_gmt":226,"guid":227,"modified":139,"modified_gmt":139,"slug":229,"status":19,"type":135,"link":138,"title":230,"content":231,"excerpt":234,"author":151,"featured_media":235,"comment_status":236,"ping_status":20,"sticky":233,"template":5,"format":237,"meta":238,"categories":239,"collections":243,"coauthors":244,"class_list":245,"acf":255,"head_links":256,"breadcrumbs":257,"url_path":138,"search_description":264,"featured_image_urls":265,"authors":300,"type_nicename":317,"reading_minutes":140,"category":318,"yoast_title":324,"yoast_meta":325,"yoast_json_ld":378,"_links":508},5748,"2020-11-08T21:57:36",{"rendered":228},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fmicrosoft-clarity-free-heatmaps-recordings\u002F","microsoft-clarity-free-heatmaps-recordings",{"rendered":136},{"rendered":232,"protected":233},"\n\u003Cp>Microsoft has launched a new visual web analytics tool called Clarity. Originally a project announced in 2018, the full public release happened last week October 28th 2020. \u003C\u002Fp>\n\n\n\n\u003Cp>Clarity is an analytics tool designed for developers and non-technical people alike. It includes a simple interface with only three main toolset areas, and by its nature is visually led. Clarity is a free product, and allows for unmetered access with no premium price tag at all, whether you track one user per day or one million. \u003C\u002Fp>\n\n\n\n\u003Cp>Overall product is a more than suitable entry level for  website owners, marketing managers, CRO professionals and developers alike to assess how their users and visitors engage with their website. \u003C\u002Fp>\n\n\n\n\u003Cp>If you haven’t used visual intelligence analytics tools in the past, we’d definitely recommend trying this out! \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"three-core-features\">Three core features \u003C\u002Fh2>\n\n\n\n\u003Cp>The three main toolset areas are; \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>insights dashboard, \u003C\u002Fli>\u003Cli>heatmaps and \u003C\u002Fli>\u003Cli>session playback. \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>All three features are always-on and require no configuration beyond installing the tracking code. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"insights-dashboard\">Insights Dashboard\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fimpression-microsoft-clarity-dashboard.png\" alt=\"\" class=\"wp-image-34218\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The Clarity Insights dashboard is not a fully fledged analytics tool, however it does bring some unique KPIs to the table that other platforms don’t. It’s also not quite a fully fledged CRO insights tool just yet, as it’s a little light on features. However it still represents a great entry point for user journey insight and it comes with some nice user friendly features, like quick links into session recordings under each KPI it surfaces meaning it’s a great tool for all abilities. \u003C\u002Fp>\n\n\n\n\u003Cp>Some great KPIs Insights shows in the main dashboard include:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Rage clicks\u003C\u002Fstrong> – highlighting clicks on elements where users click multiple times in quick succession. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Dead clicks\u003C\u002Fstrong> – clicks on elements which appear to do nothing for the user. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Quick Backs\u003C\u002Fstrong> – sessions where users navigate to one page only to then very quickly return to the previous one. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Excessive Scrolling\u003C\u002Fstrong> – sessions in which users scroll further down the screen than was expected (by Clarity). \u003C\u002Fp>\n\n\n\n\u003Cp>Except excessive scrolling, all KPIs in the dashboard allow you as a website administrator to view sessions in which these user experience challenges happened, so you can begin to hypothesise how to solve them. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"heatmaps\">Heatmaps\u003C\u002Fh3>\n\n\n\n\u003Cp>The Clarity heatmap tool compares well to other heatmap solutions. It segments sessions by device and aggregates clicks at this level. From here you can navigate to a desktop, tablet or mobile viewport to visually see the intensity of clicks onto each website element. \u003C\u002Fp>\n\n\n\n\u003Cp>From here any user can see their most popular page elements, clicks on unlinked elements, and more. \u003C\u002Fp>\n\n\n\n\u003Cp>Currently heatmaps include clicks and tap events, however scroll events appear to be coming soon in the interface, too. Once implemented this will allow for free scroll depth reports, too, so that you can ensure your most important content is being seen by most. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"session-recordings\">\u003Cstrong>Session Recordings\u003C\u002Fstrong> \u003C\u002Fh3>\n\n\n\n\u003Cp>With Clarity Session Recordings you can watch back user sessions one by one. Each recording includes some meta data, such as the user’s location, operating system, browser, and some session data, such as number of pages viewed and time on site. \u003C\u002Fp>\n\n\n\n\u003Cp>Within each recording you can see more detail of the timeline, such as a page-by-page list of major navigation events and time per page. You can also skip inactivity whilst watching back sessions, to see the major click events you need to optimise for in the future. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"privacy-and-gdpr\">Privacy and GDPR\u003C\u002Fh2>\n\n\n\n\u003Cp>Microsoft is clearly taking privacy seriously in Clarity, as in all recordings even dates and numbers are obfuscated and not recorded. For those of you with GDPR concerns Microsoft Clarity will work in an identical way to your other analytics providers — Microsoft is the Data Processor of your customers’ data whilst it’s tracking them on your website. You remain the controller as it’s captured for you, administered for you and you have control to remove it.  However that said, no personally identifiable information is tracked in the software and from our testing it seems extremely unlikely and personal data would enter the platform — and this is a product from Microsoft afterall. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"does-microsoft-clarity-affect-page-load-speed\">Does Microsoft Clarity affect page load speed?\u003C\u002Fh2>\n\n\n\n\u003Cp>Clarity employs a very popular script loading method called asynchronous loading, meaning it will not slow down the load process of your website. Its code executes only once the page has loaded. There is no detectable change to the operations of your website when Clarity is installed and your user experience should not be affected. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-do-i-take-advantage-of-clarity\">How do I take advantage of Clarity? \u003C\u002Fh2>\n\n\n\n\u003Cp>As the pricing is free, you just need to sign up \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fclarity.microsoft.com\u002F\">here\u003C\u002Fa>. In the onboarding process you’ll be given your tracking code to add to your site. Simply pass this to your IT team or web developer, or if you know how, place it in your template’s <head> section or as a HTML tag in Google Tag Manager. \u003C\u002Fp>\n\n\n\n\u003Cp>It seems that more features are expected in the coming weeks, too, so keep your eyes peeled. If Clarity continues to add features then it could become a contender for entry level paid-for visual intelligence tools like HotJar. 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One of the objectives of the consortium is to promote accessibility and inclusiveness through communication. \u003C\u002Fp>\n\n\n\n\u003Cp>When we heard there was an opportunity to adopt a character, we were excited to choose the one that best represented our company… so, of course, we have claimed the ‘link’ emoji (U+1F517)\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\"> \u003C\u002Fp>\n\n\n\n\u003Cp>We chose the link emoji as we frequently use it to communicate links our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> teams have built for our clients, and for sharing great readworthy industry content internally. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fsilver-1F517.png\" alt=\"\" class=\"wp-image-23495\" width=\"172\" height=\"172\"\u002F>\u003Cfigcaption>Proud official ‘link’ emoji sponsors\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>To learn more about the Adopt a Character programme, you can \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhome.unicode.org\u002Fadopt-a-character\u002Fabout-adopt-a-character\u002F\">read more here\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re interested in seeing all currently adopted characters, including Impression’s, you can see them \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.unicode.org\u002Fconsortium\u002Fadopted-characters.html\">here on the Adopted Characters page\u003C\u002Fa>. \u003C\u002Fp>\n",{"rendered":149,"protected":233},7729,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":569,"_yoast_wpseo_metadesc":5,"inline_featured_image":233,"footnotes":5},"Proud Owners of the Link Emoji   Supporting Unicode | Impression",[571],44,[],[15],[575,135,247,248,249,250,251,576],"post-5733","category-our-news",[],[],[580,581,582,583],{"path":206,"name":207},{"path":260,"name":261},{"path":156,"name":157},{"path":215,"name":148},"Can anyone remember life before emojis? The extensive range of icons has made their way in to our day to day lives, providing us a way of expressing our feelings and emotions virtually. 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This post originally \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fopinion\u002F2020\u002F05\u002F20\u002Funderstanding-multi-channel-attribution-can-unlock-your-brands-potential-paid\">appeared on The Drum\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>Compared with paid search ads, there are so many more placements and impressions available across the various types of display inventory out there. However, for many marketers, the fear of immeasurable or delayed results mean ad budgets continue to be invested into paid search despite the squeeze on margins.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s true that attribution modelling and the differences in platform reporting can be a minefield, however with a fair and tested measurement plan, it’s possible to understand the causal impact broader, ’top-of-funnel’ activity can have on results.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-aida-model\">The AIDA model\u003C\u002Fh2>\n\n\n\n\u003Cp>Paid search is by its very nature assisting with sales at the \u003Ca href=\"\u002Fblog\u002Faida-model-and-digital-marketing\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">bottom of the funnel\u003C\u002Fa> due to the inbound nature, and the high levels of intent. Paid search ad visitors have a relatively high propensity to purchase on a visit following an ad click, as you’re solving a particular timely need.\u003C\u002Fp>\n\n\n\n\u003Cp>Prospects who see or click on a social, display or video ad may not yet even have intent to purchase from you, however you have contributed to their awareness of the product, or began to build the need they will later come to realise they have.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca href=\"\u002Fblog\u002Fthe-power-of-digital-advertising-through-economic-uncertainty\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">As I posted recently\u003C\u002Fa> on our response to Covid-19, advertisers who advertise purely through inbound channels will eventually reach diminishing marginal returns – that is they have effectively covered their part of the inbound search market, and the small number of marginal searchers beyond that are harder to reach and will cost them dearly.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s the channels in the article’s headline that then come into play – broadening the prospect list and generating previously unknown demand.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"attribution\">Attribution\u003C\u002Fh2>\n\n\n\n\u003Cp>Understanding which channel to credit — or more likely, which channels to credit proportionally — is key to having a functional multi-channel strategy. Only once you feel comfortable in rewarding the value brought by non-direct digital marketing, will you feel comfortable investing more budget in these channels.\u003C\u002Fp>\n\n\n\n\u003Cp>From our viewpoint as being search professionals, we see a number of limiting factors inside organisations and teams which can hold back this approach:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Available budget: if you have a budget sufficient to advertise to the size of the audience who are at the bottom of the funnel only, then that is fine and that’s ultimately where the best ROI\u002FROAS can be found. Without expansion work, this audience will not grow, but you can make great margins if your numbers stack up.\u003C\u002Fli>\u003Cli>Technology: if you don’t have the correct platform tracking pixels configured, or have not configured goals and events in your primary analytics platform, you will lack the data density to make decisions. Similarly if you don’t dashboard your information so that assisted conversions are attributed then the full picture will not be visible.\u003C\u002Fli>\u003Cli>Digital sophistication: if your marketing and sales departments lack the experience and team or manager support to make the most of multi-dimensional analytics information then the outcome will typically fall back to a last-click approach of investing only at the bottom of the funnel.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"digital-marketing-sophistication\">Digital marketing sophistication\u003C\u002Fh2>\n\n\n\n\u003Cp>We’ve seen ‘digital sophistication’ used in numerous places across the digital marketing transformation landscape. It references the shift from traditional to digital, and from single channel digital towards digital integration.\u003C\u002Fp>\n\n\n\n\u003Cp>Companies without the above resources and support typically default to a last-click (or last non-direct click) attribution model as for channels like paid search this can lead to quicker gains.\u003C\u002Fp>\n\n\n\n\u003Cp>Those who understand attribution a little more begin to understand that specific channels are all part of the puzzle. Typically we see this progression tie one-to-one with the segments of the AIDA marketing funnel model.\u003C\u002Fp>\n\n\n\n\u003Cp>At the bottom of the funnel, the inbound channels such as paid search and Shopping capture high-intent inbound demand. Above this, to prompt a stronger desire emotion, companies typically use display and social remarketing to share brand stories, product and category attributes and narrow the prospect’s focus onto the specific product they’ve shown previous interest in.\u003C\u002Fp>\n\n\n\n\u003Cp>Above this, at the ‘interest’ stage, prospective customers might be returning for only the first or second time. Broad remarketing and retargeting tactics may be in place to establish whether or not the prospect is ‘in the market’ for a purchase. Optionally, on some platforms, additional demographic or behavioural overlays might be included on these audiences.\u003C\u002Fp>\n\n\n\n\u003Cp>At the top of the funnel is the broadest targeting, where you are attempting to generate ’awareness’ in a cold audience that has not heard of your product or brand previously. At this level, ‘in market’ audiences, demographic and firmographic information is leveraged to narrow and test subsets of the wider audience on their interest. Where good existing purchaser audience data exists, “similar audiences” can also be used to target individuals who look like your past purchasers as they may have a higher propensity to become a customer of yours.\u003C\u002Fp>\n\n\n\n\u003Cp>These few paragraphs feature only a small number of specific digital paid advertising channels however you can see how by intertwining them the full working funnel idea is very compelling.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"your-multi-channel-attribution-information\">Your multi-channel attribution information\u003C\u002Fh2>\n\n\n\n\u003Cp>The likelihood is that as a reader of this article, you’re already sitting on some very useful multi-channel attribution information that will unlock your ability to better utilise the full stack of ad channels at your disposal.\u003C\u002Fp>\n\n\n\n\u003Cp>Your Google Analytics account may not have your own \u003Ca href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F6010097?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">custom channel groupings\u003C\u002Fa> defined, but the standard out-of-the-box settings should be enough to get you started.\u003C\u002Fp>\n\n\n\n\u003Cp>Look at your assisted conversions and see if they match up with your expectations – for example here we can see paid social ads, a top-of-funnel approach contributing to almost twice the direct number of conversions we’ve seen from that channel, when previous touchpoints are considered.\u003C\u002Fp>\n\n\n\n\u003Cp>Likewise visit your ’top conversion paths’ to understand the sequential nature of channel visits and the subsequent conversion. Without valuing the initial and subsequent traffic acquisition channels, sponsorship and to some extent, paid social could potentially have their budgets cut, rather than increased.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"using-multi-channel-attribution-to-grow-your-brand\">Using multi-channel attribution to grow your brand\u003C\u002Fh2>\n\n\n\n\u003Cp>A fuller understanding of how multi-channel attribution enables you to distribute your digital advertising budget more fairly across channels that represent the full marketing funnel. With this knowledge, you’ll feel more empowered to report to your stakeholders how your activity is not only capturing inbound demand, but is growing it over time, too.\u003C\u002Fp>\n",{"rendered":160,"protected":233},7796,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":768,"_yoast_wpseo_metadesc":5,"inline_featured_image":233,"footnotes":5},"Understanding attribution can unlock your potential on paid social and display %%sep%% %%sitename%%",[241],[],[15],[773,135,247,248,249,250,251,253],"post-5317",[],[],[777,778,779,780],{"path":206,"name":207},{"path":260,"name":261},{"path":168,"name":169},{"path":215,"name":159},"Note: This post originally appeared on The Drum. Compared with paid search ads, there are so many more placements and impressions available across the various types of display inventory out there. However, for many marketers, the fear of immeasurable or delayed results mean ad budgets continue to be invested into paid search despite the squeeze 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a PPC account can mean juggling a lot of different plates. From monitoring budgets to assessing ad performance and much more. It can feel like a daunting task at times, which is why successful account managers will often have audit routines to make sure nothing important is missed. This blog will highlight various areas of a PPC account that a comprehensive audit should cover. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Budgeting\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Potentially the most important area to check when conducting an audit of an account is to check how much money has been spent vs how much has been budgeted over a given period. By making regular checks it’s possible to adjust the daily budget accordingly to make sure your spend stays on track.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>KPIs\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Making sure to make regular checks on KPIs should always be near the top of the list of priorities when carrying out audits. By doing this account managers are able to identify if changes need to be made in order to hit objectives. For instance if a KPI is to achieve a certain ROAS it may be possible to adjust a campaigns strategy to ensure the KPI is achieved. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Another thing to keep in mind when assessing performance is the time period you are judging performance against. Taking into account both yearly and monthly comparisons helps provide a better overall picture of where you stand. By doing this it can help ensure that snap decisions aren’t made.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Campaigns \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>When auditing an account it’s important to see what is driving certain metrics. To do this a good idea is to assess how important certain campaigns are to an account through metrics they deliver. For instance by comparing the amount of conversions generated by certain campaigns compared to others you can make informed decisions around things such as where budget should be allocated to maximise performance. By comparing campaigns you will also be able to identify the weaker parts of an account which may need more attention\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Keywords\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>After discovering which campaigns may require more attention the next logical step is to look into the ad groups and discover which keywords are performing well. By identifying the most effective keywords which are providing a profitable return account managers can take steps to maximise this further by potentially broadening the search parameters or creating a separate campaign with the successful keywords allowing more budget to be allocated towards them.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>On the other hand account managers will also be able to identify keywords that are underperforming. By finding the keywords that are dragging down performance it is possible to make a choice around whether it would be beneficial to either pause the keyword or look at narrowing the keyword parameters to focus on more targeted search queries. For instance broad keywords can often produce undesirable search results so double checking this is important and can help improve keyword performance.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Search Queries\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Another useful practice when conducting an account audit is to run a search query audit. By looking back at the queries which have generated the most clicks over a certain time period, you will be able to spot queries which are irrelevant to your account. As a result it is then advisable to add these queries to a negative keyword list, freeing up budget to be spent on more effective queries. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Conversely by carrying out a search query audit you will be able to find terms that are performing unexpectedly well and are being generated by broad match keywords. By identifying these terms you can potentially look at adding the terms as more targeted keywords.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Targeting\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Looking at an accounts performance should also include assessing the performance of a variety of targeting methods available in Google Ads. By looking at previous device, location, time and audience performance account managers can make bid adjustments based on real data. For example you may find that mobile users from London who have previously visited the website convert better than the typical user. As a result account managers can make informed bid adjustments for both positive and negative performance.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Display\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Display campaigns will often only account for a small portion of a Google Ads account, however it’s vital to ensure time is set aside to assess the performance of display campaigns. The key things to consider when auditing display performance is audience and creative performance. Recognising which audiences are underperforming means an account manager can look at creating new audiences which may be more effective. Similarly it’s important to look at which creatives are achieving the best results, as a result you will be able to make recommendations about potentially pausing or trying new creatives.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Microsoft Advertising\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Now you have successfully audited your Google Ads account it’s important to make sure the changes are reflected in different advertising platforms you may be using. This can be done by importing recent changes across to platforms such as Microsoft Advertising once you have linked the accounts. Importing changes across is a useful best practice for accounts which spend the bulk of their budget within Google however if Microsoft advertising takes a large portion of the client’s budget it would be beneficial to repeat the previous steps separately within that account.\u003C\u002Fp>\n\n\n\n\u003Cp>At Impression we regularly audit our accounts to ensure they are optimised and make the necessary changes. To find out what we could do for your business \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> today!\u003C\u002Fp>\n",{"rendered":172,"protected":233},7800,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":966,"inline_featured_image":233,"footnotes":5},"This blog will highlight various areas of a PPC account that a comprehensive audit should 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fair to say 2020 isn’t shaping up like anyone had hoped. The Coronavirus outbreak has significantly altered the face of business, and the economic impact of global lockdowns is likely to be felt for years to come.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"are-we-heading-for-a-uk-recession\">Are we heading for a UK recession?\u003C\u002Fh2>\n\n\n\n\u003Cp>Unfortunately, the short answer is yes. The European Commission is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F1102546\u002Fcoronavirus-european-gdp-growth\u002F\">forecasting\u003C\u002Fa> that all of Europe’s economies will fall into a deep recession during 2020, but is expecting to see significant bounceback during 2021. The UK is predicted to be one of the hardest hit economies so the challenge for business will be to navigate the rest of 2020 to stay afloat throughout this initial period of recession.\u003C\u002Fp>\n\n\n\n\u003Cp>For business owners to be able to pivot effectively, an understanding of how consumer behaviour and spending have changed (and are likely to continue to change) is crucial. Having assessed the likely impact, management consultants and marketing strategists have been penning their various thoughts on a post-Covid-19 world.  \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"consumer-behaviour-and-digital-strategy\">Consumer Behaviour and Digital Strategy\u003C\u002Fh2>\n\n\n\n\u003Cp>The impact of the Covid-19 disease had a profound effect on both consumer behaviour and that of business operations. Consumers who wouldn’t normally shop or communicate online began doing so, and those who did before the pandemic began doing so more. We can only expect this to continue over the next 12 months as consumers remain cautious about limiting in-person contact, and an increased awareness of their personal finances makes finding the best deals to become an even higher priority.\u003C\u002Fp>\n\n\n\n\u003Cp>Many companies have had a somewhat \u003Cem>forced\u003C\u002Fem> digital transformation to enable secure remote home working, and those which already could have demonstrated that it’s possible to do so for an extended period of time, too. \u003C\u002Fp>\n\n\n\n\u003Cp>Clearly this is of major importance to strategic marketers at this time, as with in many cases new opportunities present themselves all the time, when you’re looking in the right places. \u003C\u002Fp>\n\n\n\n\u003Cp>Looking beyond the initial impact, I’ve used this article to explore the \u003Cstrong>lasting impacts on consumers and businesses during the recession.\u003C\u002Fstrong>   \u003C\u002Fp>\n\n\n\n\u003Cp>I’ve included the best research, observations, and opinion, along with our own, so that marketing strategies during a recession can be as informed as possible. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#are-we-heading-for-a-uk-recession\">Are we heading for a UK recession?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#consumer-behaviour-and-digital-strategy\">Consumer Behaviour and Digital Strategy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-impact-of-recession-on-consumer-behaviour\">The Impact Of Recession On Consumer Behaviour\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-digital-media-consumption\">1. Digital media consumption\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-digital-and-video-communications\">2. Digital and video communications\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-growth-in-ecommerce-and-online-groceries\">3. Growth in ecommerce and online groceries\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#4-increased-attention-on-personal-finance\">4. Increased attention on personal finance \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#5-better-financial-security-for-gig-workers\">5. Better financial security for gig workers\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#6-reduced-commutes-travel-time-and-pollution\">6. Reduced commutes, travel time and pollution\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#7-change-in-consumer-delivery-expectations\">7. Change in consumer delivery expectations \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#8-shop-small-shop-local\">8. Shop small, shop local\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#9-increase-in-streaming-video-and-vod\">9. Increase in streaming video, and VOD\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-effects-of-recession-on-businesses\">The Effects Of Recession On Businesses\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#10-increased-video-conferencing-in-the-business-setting\">10. Increased video conferencing in the business setting\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#11-increase-in-remote-working\">11. Increase in remote working\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#12-higher-uptake-of-cloud-productivity-software\">12. Higher uptake of cloud productivity software\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#13-increased-demand-for-laptops-and-cap-ex-v-op-ex\">13. Increased demand for laptops, and Cap-Ex v Op-Ex\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#14-moving-servers-out-of-the-office\">14. Moving servers out of the office \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#15-software-in-the-cloud-as-a-service\">15. Software in the cloud, as a service \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#16-telemedicine-and-sectors-set-to-benefit-from-the-pandemic\">16. Telemedicine and sectors set to benefit from the pandemic\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#17-the-changing-events-landscape-post-covid-19\">17. The changing events landscape post Covid-19\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#18-the-benefits-of-digital-advertising-over-traditional-during-and-after-covid-19\">18. The benefits of digital advertising over traditional during and after Covid-19\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#19-brand-and-activation-marketing-vs-performance\">19. Brand and activation marketing vs performance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#next-steps\">Next steps\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-impact-of-recession-on-consumer-behaviour\">The Impact Of Recession On Consumer Behaviour\u003C\u002Fh2>\n\n\n\n\u003Cp>Almost all market analysts are commenting on the fact that the short term shock of the distancing and isolation measures in all countries around the world will have a lasting impact, and will adjust consumer preferences slightly in the long term. Here’s just a round-up, with data, on the ones we’re expecting to see, plus a few of our opinions and observations too.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-digital-media-consumption\">1. Digital media consumption\u003C\u002Fh3>\n\n\n\n\u003Cp>Consumers will be using and consuming much more digital communication forms, including consumers who previously would not have touched video as a communication medium. This is particularly evident from the recent rise in popularity of the app Houseparty, and the growing demands on platforms like Facebook Messenger, Whatsapp and TikTok. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fkantar-media-usage.png\" alt=\"\" class=\"wp-image-19175\"\u002F>\u003Cfigcaption>Growth in digital media usage: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kantar.com\u002F-\u002Fmedia\u002FProject\u002FKantar\u002FGlobal\u002FArticles\u002FFiles\u002F2020\u002FKantar-COVID-19-Barometer---UK---13-16th-March.pdf\">COVID-19 Barometer – Kantar\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-digital-and-video-communications\">2. Digital and video communications\u003C\u002Fh3>\n\n\n\n\u003Cp>Consumers will be much more open to digital meetings at work and digital (video) communication at home among families and friends. Some services have publicly spoken out about the dramatic increase in demand on their infrastructure in recent weeks. This is likely to continue to connect families and friends for some time. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-growth-in-ecommerce-and-online-groceries\">3. Growth in ecommerce and online groceries\u003C\u002Fh3>\n\n\n\n\u003Cp>There will be a larger market in the UK for online shopping, with online grocery retail seeing the largest impact of this in the shorter term. Most importantly, this includes never-before online grocery shoppers who have turned to the internet during this crisis. Casual usage may also increase among occasional users, however that is yet to be seen. While this does present an opportunity for brands to nurture new customers and turn them into brand advocates, their loyalty may prove hard to win without offering the best deals or vouchers. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fturn-to-ecommerce-facebook.png\" alt=\"\" class=\"wp-image-19176\"\u002F>\u003Cfigcaption>Ipsos survey data — the growth in ecommerce and online under Covid-19\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-increased-attention-on-personal-finance\">4. Increased attention on personal finance \u003C\u002Fh3>\n\n\n\n\u003Cp>Consumers feeling the impact of the recession who are worried about personal finance will turn to online information sources and digital services more regularly following this period. With banks only allowing in strictly necessary customers, consumers are turning to online services more. This opens the opportunity for consumers to reach new products not offered by their current bank, especially in the savings and investments arena. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fproactive-financial-planning.png\" alt=\"\" class=\"wp-image-19177\"\u002F>\u003Cfigcaption>Kantar and FACEBOOK research (Asia) showing increase in “financial planning” consumer concerns\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fkantar-advertising-financial-markets.png\" alt=\"\" class=\"wp-image-19178\"\u002F>\u003Cfigcaption>Kantar research showing particular increase in demand in financial products online\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"5-better-financial-security-for-gig-workers\">5. Better financial security for gig workers\u003C\u002Fh3>\n\n\n\n\u003Cp>Consumers who work in the gig economy and can weather the financial impact of recession are likely to come out of 2020 with a brighter future ahead of them. Self-employed workers are more likely to have more similar benefits to the full time employed in the UK as a result of economic support packages and changes to taxation released to ease the impact on the economy. In the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fpulse\u002Fcovid-19-future-work-diana-dosik\u002F\">US economy\u003C\u002Fa>, even more people are beginning to use task-based apps like Task Rabbit and the differentiation between gig workers and contractors is closing rapidly. \u003C\u002Fp>\n\n\n\n\u003Cp>The impact on this, in the medium term, \u003Cem>could be\u003C\u002Fem> more income stability and therefore higher discretionary spending from this group of consumers.  \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"6-reduced-commutes-travel-time-and-pollution\">6. Reduced commutes, travel time and pollution\u003C\u002Fh3>\n\n\n\n\u003Cp>Consumers are likely to contribute less to traffic and pollution after the pandemic ends. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbc.co.uk\u002Fnews\u002Fscience-environment-52137968\">The AA\u003C\u002Fa> argues that UK government funds would be better spent on digital infrastructure rather than roads — an interesting perspective but one worth considering nonetheless. With more and more companies proving they’re able to work remotely, it’s more likely employees will be given an increased opportunity to work from home either occasionally or regularly. \u003C\u002Fp>\n\n\n\n\u003Cp>Clearly the availability of this will depend on each consumers’ job role, however for those who have the option, the increase in leisure time may lead to an incidental increase in discretionary spending. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"7-change-in-consumer-delivery-expectations\">7. Change in consumer delivery expectations \u003C\u002Fh3>\n\n\n\n\u003Cp>We have become used to immediate availability through services like Amazon Prime, however during this pandemic it’s clear that an element of perspective has been seen by many. We’re now happier to wait for a few days for product availability, and even more open to pre-ordering goods and services. This ties into the increasing proportion of consumers being willing to order online, too. This may also have a positive impact on those businesses using the subscription model, such as subscription food, recipe boxes, health supplements, and those in grooming, hair and beauty. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"8-shop-small-shop-local\">8. Shop small, shop local\u003C\u002Fh3>\n\n\n\n\u003Cp>“Shop local” campaigns have been running for decades, but the convenience of supermarket stores is usually always a better alternative for price and availability. \u003C\u002Fp>\n\n\n\n\u003Cp>During the pandemic it’s been the local companies who have either had availability or unfortunately have closed. In times of economic hardship, consumers make a concerted effort to support small businesses where possible, so for those who are able to re-open rather than being shut permanently, there’s likely to be a surge in shopping (and dining, drinking, socialising) local rather than in larger establishments. \u003C\u002Fp>\n\n\n\n\u003Cp>Local businesses are nimble enough to capitalise on the emergence of grassroots local delivery services via social media and online platforms. These new ways of selling will in some places remain popular with consumers beyond Covid-19. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"9-increase-in-streaming-video-and-vod\">9. Increase in streaming video, and VOD\u003C\u002Fh3>\n\n\n\n\u003Cp>In the short term, we’re going to also see an increased consumption of streaming video (“Video on Demand – VOD”). This is a widely known fact in marketing circles already. The benefits here is that with the additional viewing hours, comes additional ad inventory. Increased supply can have a downwards effect on inventory price which is great news for advertisers. \u003C\u002Fp>\n\n\n\n\u003Cp>Still less than half (44%) of the population use a video streaming service, falling to 22% among those aged 55 or over (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fportal.mintel.com\u002Fportal\u002Flogin?next=https%3A%2F%2Freports.mintel.com%2F%3Flogon%26start%3Ddisplay%26id%3D1008330\">Mintel’s Media Trends Spring – UK, March 2020 Report [paid]\u003C\u002Fa>). There is a lot of room for growth for all subscription streaming services and now, during the pandemic, could be the moment where more people sign up.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst the increased supply may not last forever, we do know that the subscription purchases that are in part driving this will continue for some time due to their purchasing nature. Plus it’s a fair assumption that some individuals, demographics and age groups will slowly return from social distancing at a slower speed than others, leaving some additional lasting demand. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-effects-of-recession-on-businesses\">The Effects Of Recession On Businesses\u003C\u002Fh2>\n\n\n\n\u003Cp>On the commercial side of things, there’s going to be arguably even larger impacts. Digital Transformation for many larger or older organisations has been much of a pipedream for some time. \u003C\u002Fp>\n\n\n\n\u003Cp>I really like this recent post by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FAlexOsterwalder\">@AlexOsterwalder\u003C\u002Fa> about the true drivers behind Digital Transformation: \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed-twitter wp-block-embed is-type-rich is-provider-twitter\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\u003Cp lang=\"und\" dir=\"ltr\"> \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002Fkc5yphyFo2\">pic.twitter.com\u002Fkc5yphyFo2\u003C\u002Fa>\u003C\u002Fp>— Alex Osterwalder?? (@AlexOsterwalder) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FAlexOsterwalder\u002Fstatus\u002F1244750900184469506?ref_src=twsrc%5Etfw\">March 30, 2020\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Who led your digital transformation? CEO, CTO… COVID-19? \u003C\u002Fp>\n\n\n\n\u003Cp>What is digital transformation? Digital transformation is the integration of technology and digital services into all areas of a business. This will impact IT aspects such as cloud computing, remote working, hosted cloud software, voice over IP (VoIP) calling, the removal of physical on-premise servers, and the policies relating to and enabling all of this. This also extends to marketing — by accessing the many benefits of advertising on the internet and on devices. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s true that for many of the above categories, Covid-19 has forced our hands a little bit. Here’s a few of our observations on the business impact of late: \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"10-increased-video-conferencing-in-the-business-setting\">10. Increased video conferencing in the business setting\u003C\u002Fh3>\n\n\n\n\u003Cp>Businesses will begin to utilise video conferencing more than before. The increasingly popular Zoom application, along with other providers like Google Hangouts Meet, Microsoft Teams 365, Skype and others are all benefiting from this increased usage at the moment. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"11-increase-in-remote-working\">11. Increase in remote working\u003C\u002Fh3>\n\n\n\n\u003Cp>Remote working will continue to rise in popularity. It’s true that remote working won’t work well for everyone, especially at the moment with other family members in the house all of the time, but the longer term benefits are great for our health, wallet and the environment. Many companies which were previously unable to work in such a way have had to adopt this practice very quickly. Once the issues are ironed out (by necessity) it’s very possible to see remote working rules relaxed a little more into the future. \u003C\u002Fp>\n\n\n\n\u003Cp>Remote working will continue to become more available as the other aspects of a business’ Digital Transformation is rushed through, too. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"12-higher-uptake-of-cloud-productivity-software\">12. Higher uptake of cloud productivity software\u003C\u002Fh3>\n\n\n\n\u003Cp>Cloud productivity services like Google Suite and Microsoft Teams among others are all doing their part for the battle against Covid-19, with many offering extended Enterprise “access-all-areas” free trials to cover this period. These productivity platforms really enable companies to maintain much of their day to day workflows from any device, from anywhere, with automatic backups and plenty of similarly neat features. \u003C\u002Fp>\n\n\n\n\u003Cp>It may not be the right solution for all companies, and of course it’s not practical to force the rollout of such a mission-critical suite of software to all employees remotely, but for smaller agile companies who are up for the challenge, it presents a great opportunity to learn the benefits of cloud computing. The benefits over this pandemic will be very clear, given the alternatives aren’t possible. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"13-increased-demand-for-laptops-and-cap-ex-v-op-ex\">13. Increased demand for laptops, and Cap-Ex v Op-Ex\u003C\u002Fh3>\n\n\n\n\u003Cp>Devices as a service might increase. Established companies are likely to rely on desktop hardware and may not be fully equipped with mobile devices, like laptops, tablets and company smartphones. On lease agreements, there’s a large industry of “hardware as a service” suppliers which rent out production-ready laptops and devices at a cost similar to your monthly depreciation values. \u003C\u002Fp>\n\n\n\n\u003Cp>A recurring theme in digital transformation is the shift of IT being Capital Expenditure (“Cap-Ex”) where items and their value degrade over time, to rented Operating Expenditure (“Op-Ex”) where there’s no balance sheet line item, but the service doesn’t degrade over time. Usually these services can be dialled up and down according to strict demand, too, so you’re never over-specifying a piece of hardware and paying the price for that “headroom” up front. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"14-moving-servers-out-of-the-office\">14. Moving servers out of the office \u003C\u002Fh3>\n\n\n\n\u003Cp>Cloud computing servers aren’t new but not all IT teams have had the budget, know-how or freedom to fully deploy them, instead having to rely on costly in-office, on-premise IT hardware. Like the point above, these costly capital expenditure (“Cap-Ex”) items degrade over time, as opposed to rented “as-a-service” operating expenditure (“Op-Ex”) items. \u003C\u002Fp>\n\n\n\n\u003Cp>Remote servers can be of any size but are almost always going to be better specifications than those in offices today, due to the nature of the data center industry. Private clouds are available for security conscious firms who can’t or won’t use public cloud services, too. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"15-software-in-the-cloud-as-a-service\">15. Software in the cloud, as a service \u003C\u002Fh3>\n\n\n\n\u003Cp>There’s also a shift to cloud software and cloud licensing, too, along the similar vein of moving large costs to operating expenditure. \u003C\u002Fp>\n\n\n\n\u003Cp>This is true for creative marketing software like Adobe Creative Cloud, Sketch for Teams and others. Again, these licenses can be dialled down in times of less demand when you don’t want to be paying for more than you need. But on the commercial side of things, these licenses demand a marginal amount of direct costs to scale so is a great business model to shift to. \u003C\u002Fp>\n\n\n\n\u003Cp>Subscription services were originally growing at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.srgresearch.com\u002Farticles\u002Fsaas-spending-hits-100-billion-annual-run-rate-microsoft-extends-its-leadership\">approximately 30% per year\u003C\u002Fa> before the pandemic, and in the medium term this is now expected to grow even higher. TrustRadius recently found that of all companies surveyed, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.trustradius.com\u002Fvendor-blog\u002Fcovid-19-tech-spending-data\">66% of companies would be spending either the same or more on software\u003C\u002Fa> due to the crisis. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fsoftware-costs.png\" alt=\"\" class=\"wp-image-19179\"\u002F>\u003Cfigcaption>TrustRadius research, 1600+ business participants, 66% spending on software\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"16-telemedicine-and-sectors-set-to-benefit-from-the-pandemic\">16. Telemedicine and sectors set to benefit from the pandemic\u003C\u002Fh3>\n\n\n\n\u003Cp>Telehealth and telemedicine are in a particular sector, one of many, which are forecast to directly grow as a result of the Covid-19 pandemic. Providers are being forced to go online, with even local GP practices taking telephone consultations rather than in-person meetings, where possible. With many non-essential stores closed, some consumers are going online for their supplies for the first time. \u003C\u002Fp>\n\n\n\n\u003Cp>For companies who can provide a relatively frictionless and satisfying online experience, it’s likely that this will be a viable route for distribution into the future.  \u003C\u002Fp>\n\n\n\n\u003Cp>Similar sectors destined for growth in these times include (but aren’t limited to) remote learning and e-learning providers, HR software-as-a-service platforms, staff engagement and survey platforms, among many many others. We’re big fans of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fassets-global.website-files.com\u002F5d066a9385f49b55e8a6f2b6\u002F5e88b982241219591c8a4cb6_New_resized_4.3.jpg\">this huge graphic\u003C\u002Fa> (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fassets-global.website-files.com\u002F5d066a9385f49b55e8a6f2b6\u002F5e88b982241219591c8a4cb6_New_resized_4.3.jpg\">link\u003C\u002Fa>) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.stackline.com\u002Fnews\u002Ftop-100-gaining-top-100-declining-e-commerce-categories-march-2020\">by Stackline\u003C\u002Fa> although it’s for the US, mostly retail categories, and not all of our data matches it verbatim, but it does make for good reading, to show the vast number of industries and product categories set to benefit from the pandemic. \u003C\u002Fp>\n\n\n\n\u003Cp>Post-pandemic, travel is also likely to see a large surge, perhaps even with staycations set to rise until the global situation stabilises further. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"17-the-changing-events-landscape-post-covid-19\">17. The changing events landscape post Covid-19\u003C\u002Fh3>\n\n\n\n\u003Cp>The face of events is changing. Gala dinners, expos and award ceremonies are just a few formats that will probably stand the test of time, but breakfast briefings and smaller educational events are likely to be more likely to be found on Zoom, Webex or Hangouts looking into the future now. Some of the benefits to companies include lower costs and administration time around event organisation, and for both parties the time, cost and environmental savings are great, too. These aspects are only going to become more important as businesses navigate a period of recession.\u003C\u002Fp>\n\n\n\n\u003Cp>Some events companies have also taken the opportunity to innovate, too, and are experimenting with 3D virtual events, and other aspects that can bring virtual events to life for attendees. Watch this space! \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"18-the-benefits-of-digital-advertising-over-traditional-during-and-after-covid-19\">18. The benefits of digital advertising over traditional during and after Covid-19\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cem>(We just had to include this one!) \u003C\u002Fem>Digital marketing will of course continue to benefit from increased investment and attention through this period. I’ve covered the studies and facts behind the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-power-of-digital-advertising-through-economic-uncertainty\u002F\">benefits of digital marketing during a recession or pandemic\u003C\u002Fa> here, and that’s echoed by popular Forbes commentator Bernard Marr here too in his piece \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fbernardmarr\u002F2020\u002F03\u002F20\u002Fwhy-companies-turn-to-digital-marketing-to-survive-covid-19\u002F\">Why Companies Turn To Digital Marketing To Survive COVID-19\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>Businesses willing to experiment more in, or have their first foray in, digital marketing during the recession will see the impact of the relatively lower cost of entry. Newer entrants will also for the first time see the measurability of campaign performance and in some industries even early-mover advantages of less direct competition. It’s been proven that an \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.nielsen.com\u002Fus\u002Fen\u002Finsights\u002Farticle\u002F2009\u002Fbudgeting-for-the-upturn-does-share-of-voice-matter\u002F\">over-proportionate increase of share of voice\u003C\u002Fa> during a recession leads to tangible market share growth in the years ahead, so it’s worth considering for new entrants, or those businesses sat on strong balance sheets. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"19-brand-and-activation-marketing-vs-performance\">19. Brand and activation marketing vs performance\u003C\u002Fh3>\n\n\n\n\u003Cp>Also on marketing, for those companies who typically only invest in direct response or “performance” activity, now is a good time as any to invest more in building some brand affinity “activation” work. Display and video costs are falling due to the increased ad inventory caused by higher internet usage as consumers are sat at home. Those brands with relevant propositions (in the unaffected or positively impacted sectors) should be capitalising on this. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Ffacebook-new-opportunities-increased-usage.png\" alt=\"\" class=\"wp-image-19180\"\u002F>\u003Cfigcaption>Kantar research showing the huge increase in usage across the FACEBOOK platforms\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Kantar’s recent research shows just how much platform usage has increased, showing just how much the display and video inventory has increased recently. \u003C\u002Fp>\n\n\n\n\u003Cp>This \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kantar.com\u002FInspiration\u002FCoronavirus\u002FCOVID-19-has-not-changed-consumer-attitudes-to-advertising\">late March 2020 Kantar survey\u003C\u002Fa> showed that consumers in the UK and USA shows only 8% of consumers think brands should stop advertising. Life as we know it will eventually resume and in the interim plenty of products will retain much of their demand. For some, ads are seen as a small \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.millwardbrown.com\u002Fglobal-navigation\u002Fblogs\u002Fpost\u002Fmb-blog\u002F2020\u002F03\u002F30\u002Fcovid-19-hasnt-changed-consumer-attitudes-to-advertising\">reminder of reality\u003C\u002Fa> amidst the current backdrop. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"next-steps\">Next steps\u003C\u002Fh2>\n\n\n\n\u003Cp>Thank you for taking the time to read this article, I do hope it’s been an insightful roundup of the consumer and business trends shaking us all at the moment. If you have any thoughts on the impacts you’ve seen or read about, please share them below or on twitter and tag me @aarondicks. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’ve been inspired to consider Impression helping you with your digital marketing during these ever-changing times, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">please get in touch with our team\u003C\u002Fa>. \u003C\u002Fp>\n",{"rendered":182,"protected":233},7819,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":233,"footnotes":5},[1166,241],88,[],[15],[1170,135,247,248,249,250,251,1171,253],"post-5174","category-covid",[],[],[1175,1176,1177,1178],{"path":206,"name":207},{"path":260,"name":261},{"path":190,"name":191},{"path":215,"name":1179},"The Impact Of Global Recession On Businesses & Consumer Behaviour","It’s fair to say 2020 isn’t shaping up like anyone had hoped. The Coronavirus outbreak has significantly altered the face of business, and the economic impact of global lockdowns is likely to be felt for years to come. Are we heading for a UK recession? Unfortunately, the short answer is yes. The European Commission is 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Coronavirus situation is changing rapidly however our latest notes will appear here. Page last updated: 23 March 2020.\u003C\u002Fp>\n\n\n\n\u003Cp>Due to the unforeseen ongoing Covid-19 coronavirus pandemic, Impression has had to make some changes to the way we work with our clients. Since Tuesday 17th March, our staff have been working full time from home. Our offices in Nottingham and London are temporarily closed, and we have cancelled all business travel. \u003C\u002Fp>\n\n\n\n\u003Cp>However, the entire team remains fully available to our clients as you would expect. \u003C\u002Fp>\n\n\n\n\u003Cp>We’re fortunate enough to have robust systems and policies in place which allows home working safely and securely. We’re working over video conferencing, Google Hangouts and direct dials, Google Voice, to be as close to our clients and colleagues during this time. \u003C\u002Fp>\n\n\n\n\u003Cp>At present our senior team is busy reaching out to our client contacts to offer our help and support in this tricky time — know that we’re doing all we can. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’d like to speak with our senior team, please call us on 01158 242 212. \u003C\u002Fp>\n\n\n\n\u003Cp>If you are considering working with Impression at this time, please get in touch here or give us a call, we’re still very much open for business.\u003C\u002Fp>\n",{"rendered":194,"protected":233},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":233,"footnotes":5},[1166,571],[],[15],[1368,135,247,248,249,251,1171,576],"post-5046",[],[],[1372,1373,1374,1375],{"path":206,"name":207},{"path":260,"name":261},{"path":190,"name":191},{"path":215,"name":193},"The Coronavirus situation is changing rapidly however our latest notes will appear here. 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