[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Flaura-arens":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":134,"head_links":135,"breadcrumbs":122,"posts":139,"pages":117,"head":637},"Laura Arens","","I'm a Senior Client Performance Manager at Impression. I work with clients to help them set objectives and to make strategic multi-channel decisions. You will usually find me with a book in my hand, or maybe even two. I also love to cycle through the German countryside whenever I am back home.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":30,"page_content_modules":86,"hero":118},"Senior Client Performance Manager","\u003Cp>Senior Client Performance Manager. Joined Impression in September 2022.\u003C\u002Fp>\n\u003Cp>After a 6-month in-house marketing placement and graduating with my Bachelor’s in Media Studies, I knew I wanted to learn a lot more about marketing and people’s responsiveness to it. That’s when I decided to do a Master’s in communication science, focusing on digital marketing and consumer psychology. I worked part-time as an in-house marketer where I learnt how to create comprehensive social media strategies. I wanted to focus on the strategies behind the marketing and the importance of branding and psychological theories tied to it.\u003C\u002Fp>\n\u003Cp>Following this I moved to work as a project manager at a German marketing agency, where I spent most of my time on strategy development.\u003C\u002Fp>\n\u003Cp>Day to day I will be working with clients, helping them set objectives and make strategic multi-channel decisions to reach them.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I completed my M.S.c with distinction and even learned Dutch alongside my studies. I am also fluent in German and English.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I am a very sociable person and love to spend my free time surrounded by my family and friends. You will usually find me with a book in my hand, or maybe even two. I also love to cycle through the German countryside whenever I am back home.\u003C\u002Fp>\n",[13],{"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",{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":47},25832,"Laura-Arens-23","Laura-Arens-23.png",456470,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&q=90","\u002Flaura-arens-23\u002F","12","laura-arens-23","inherit","2023-11-17 12:54:38","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[87],{"acf_fc_layout":88,"reduced":89,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":90,"posts":91},"author_posts",true,"Laura Arens’ posts",{"data":92,"pages":117},[93,107],{"type_key":94,"title":95,"excerpt":96,"to":97,"postedAt":98,"readingTime":99,"image":100,"authors":101,"category":104},"post","Impression Picks – Digital marketing roundup for March 2023","\u003Cp>Welcome to the very first edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from Senior Digital Strategist, Laura Arens and Digital […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-for-march-2023\u002F","2023-04-13T15:50:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fartturi-jalli-WUYFbcqrtiw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[102],{"name":4,"image":103},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":105,"name":106},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":94,"title":108,"excerpt":109,"to":110,"postedAt":111,"readingTime":112,"image":113,"authors":114,"category":116},"3-step approach to competitor analysis","\u003Cp>For any business, of any size, in any sector, it’s vital to consider what your competitors are doing and how their activity could influence yours. To conduct a thorough yet succinct analysis, follow our simple 3-step approach and learn about different tools each with different benefits. What is a competitor analysis & why is it […]\u003C\u002Fp>\n","\u002Fblog\u002F3-step-approach-to-competitor-analysis\u002F","2023-01-31T16:29:21",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Fpexels-maksim-goncharenok-4412925.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[115],{"name":4,"image":103},{"to":105,"name":106},"1",{"type":119,"style":120,"title":121,"heading":4,"intro":11,"services":12,"breadcrumbs":122,"photo":48,"social":134},"author","dark","Meet the Team",[123,126,129,132],{"path":124,"name":125},"\u002F","Home",{"path":127,"name":128},"\u002Fabout\u002F","About Us",{"path":130,"name":131},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":133,"name":4},null,{"twitter":5,"linkedin":5},[136],{"rel":137,"href":138},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Flaura-arens\u002F",[140,454],{"id":141,"date":142,"date_gmt":142,"guid":143,"modified":98,"modified_gmt":98,"slug":145,"status":19,"type":94,"link":97,"title":146,"content":147,"excerpt":150,"author":151,"featured_media":152,"comment_status":20,"ping_status":20,"sticky":149,"template":5,"format":153,"meta":154,"categories":157,"collections":159,"coauthors":160,"class_list":162,"acf":170,"head_links":171,"breadcrumbs":172,"url_path":97,"search_description":156,"featured_image_urls":179,"authors":214,"type_nicename":223,"reading_minutes":99,"category":224,"yoast_title":155,"yoast_meta":226,"yoast_json_ld":281,"_links":404},22539,"2023-03-29T08:16:00",{"rendered":144},"\u002F?p=22539","impression-picks-digital-marketing-roundup-for-march-2023",{"rendered":95},{"rendered":148,"protected":149},"\n\u003Cp>Welcome to the very first edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month.\u003C\u002Fp>\n\n\n\n\u003Cp>This month features thoughts from Senior Digital Strategist, Laura Arens and Digital Strategy Consultant, Isabella Smith. As always, we hope you enjoy the content and insights we provide as a part of our monthly roundups.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#brands-need-mid-funnel-magic-to-thrive-during-economic-downturn\">Brands need mid-funnel magic to thrive during economic downturn\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-rise-of-programmatic-advertising\">The rise of programmatic advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#easyjet-holidays-launches-beach-in-a-box-kit-to-sun-starved-brits\">easyJet holidays launches ‘Beach In A Box’ kit to sun-starved Brits\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"brands-need-mid-funnel-magic-to-thrive-during-economic-downturn\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fopinion\u002F2023\u002F03\u002F01\u002Fbrands-need-mid-funnel-magic-thrive-during-economic-downturn\">\u003Cstrong>Brands need mid-funnel magic to thrive during economic downturn\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Within the past years, we have faced many economic-altering circumstances. From\u003C\u002Fstrong> \u003Cstrong>COVID-19 to the war in the Ukraine and now what is predicted to be one of the\u003C\u002Fstrong> \u003Cstrong>worst and longest recessions for the UK, it has been a challenging time for\u003C\u002Fstrong> \u003Cstrong>businesses.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"450\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fimpression-picks-march-1.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22565\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Many conversations are occurring concerning brand marketing and whether to maintain marketing spend at the top of the funnel in order to ensure maximum long-term return. But, could switching tactics drive better results? In his article, “Brands need mid-funnel magic to thrive during economic downturn”, Dan Bowers, Chief Strategy Officer at TMW Unlimited, discusses an alternative idea of how brands thrive instead of just scraping through times of recession.\u003C\u002Fp>\n\n\n\n\u003Cp>Dan takes a more unique take on the situation saying we should start in the middle of the funnel. Focussing on end-to-end connectivity of the created ads, ensuring the ads can stretch up the funnel as well as down.\u003C\u002Fp>\n\n\n\n\u003Cp>This is a compelling approach that we’re discussing with many of our clients as it can often be overlooked in terms of priorities. We recommend reading this article to see how you could make your own middle-funnel magic.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fopinion\u002F2023\u002F03\u002F01\u002Fbrands-need-mid-funnel-magic-thrive-during-economic-downturn\">\u003Cstrong>Read the full article on The Drum\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Article reviewed by: Laura Arens\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-rise-of-programmatic-advertising\">\u003Cstrong>The rise of programmatic advertising\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Programmatic advertising is one of the most up-and-coming channels within digital marketing.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"450\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fimpression-picks-march-2.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22566\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The UK is leading the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fprogrammatic-advertising-explained\u002F\">programmatic advertising\u003C\u002Fa> market in Europe and overall advertising spend is predicted to grow to $40.47 billion U.S. dollars by 2026 (Statista, 2023). With more UK businesses looking to explore this channel, you can also look to enrich your marketing mix with advanced targeting capabilities across the entire funnel, creating more touch points across the user journey. This will allow you to reach larger audiences across millions of sites through diverse ad formats.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1132\" height=\"782\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fimpression-picks-march-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22548\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1132\" height=\"750\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fimpression-picks-march-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22549\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>We are seeing great results with our programmatic clients, for example, a 16.1% uplift in Ad Recall and a 10% uplift in consideration, taking their marketing strategy to the next level. I am excited to see how this space will develop further and which memorable ads we are going to see on our screens soon!\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re looking to learn more about programmatic advertising – \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fintro-to-programmatic-advertising\u002F\">click here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Insight by: Laura Arens\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"easyjet-holidays-launches-beach-in-a-box-kit-to-sun-starved-brits\">\u003Ca href=\"https:\u002F\u002Fwww.easyjet.com\u002Fen\u002Fholidays\u002Fmedia-centre\u002Fpress-releases\u002Fhome-beach-kit-waves-away-the-january-blues\">\u003Cstrong>easyJet holidays launches ‘Beach In A Box’ kit to sun-starved Brits\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>After researching the attitudes and behaviours of British consumers towards\u003C\u002Fstrong> \u003Cstrong>holidays, easyJet holidays launched its tongue-in-cheek “beach in a box” campaign\u003C\u002Fstrong> \u003Cstrong>to bring a bit of summer sunshine to the dark days of winter.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"450\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fimpression-picks-march-3.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22567\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The study found that 65% of adults suffer from the January blues, with 61% finding themselves longing for a beach break and the average Brit spending 3,332 hours per year dreaming about getaways. easyJet’s answer to this was to offer customers the opportunity to build a beach in their living rooms with a DIY beach kit, complete with 20kg of sand, a UVB lamp to simulate the Spanish sunshine, a cocktail kit and a backdrop with the Mediterranean coastline.\u003C\u002Fp>\n\n\n\n\u003Cp>By leveraging these insights, the company has helped people to dream about the joy of holidays during the gloomy winter months, while also building engagement in the build up to their Big Orange Sale. This is a fun and creative example of how brands can maximise sale campaigns by using out-of-the-box ideas to build awareness and draw consumers into the top of their funnel.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgreen-tick.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22562\" width=\"50\" height=\"50\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cstrong>Things I like\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>An entertaining campaign driven by research-led insight which gets customers thinking about their summer travel, with easyJet front of mind.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fred-cross.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22561\" width=\"50\" height=\"50\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cstrong>Things I don’t like\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Does anyone really want 20kg of sand in their living room?\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fwww.easyjet.com\u002Fen\u002Fholidays\u002Fmedia-centre\u002Fpress-releases\u002Fhome-beach-kit-waves-away-the-january-blues\">\u003Cstrong>Read the full article\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Campaign reviewed by: Isabella Smith\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Look out for our next Impression Picks in April for more digital marketing articles, insights and campaigns to inspire your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy\u003C\u002Fa>. Have any further questions? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch!\u003C\u002Fa>\u003C\u002Fp>\n",false,{"rendered":96,"protected":149},131,22574,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":155,"_yoast_wpseo_metadesc":156,"inline_featured_image":149,"footnotes":5},"Impression Picks - Digital marketing roundup for March 2023 | Impression","The digital marketing roundup for March 2023, where we highlight an interesting article, insight and campaign from our experts and the marketing 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To conduct a thorough yet succinct analysis, follow our simple 3-step approach and learn about different tools each with different benefits.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-a-competitor-analysis-why-is-it-important\">What is a competitor analysis & why is it important?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-conduct-a-competitor-analysis-in-3-steps\">How to conduct a competitor analysis in 3 steps\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#define-competitor-set\">Define competitor set\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#gather-competitive-insights\">Gather competitive insights\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#bring-back-your-wider-insights-evaluate\">Bring back your wider insights & evaluate\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#competitor-analysis-models\">Competitor analysis models\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#points-of-parity-points-of-difference\">Points of Parity - Points of Difference\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#swot-analysis\">SWOT Analysis\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#porters-five-forces\">Porter’s Five Forces\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#pest-pestle\">PEST & PESTLE\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tools-for-competitor-analysis\">Tools for competitor analysis\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-a-competitor-analysis-why-is-it-important\">\u003Cstrong>What is a competitor analysis & why is it important?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>It’s the exploration of your competitor’s marketing activities to benchmark your brand against what consumers see as alternatives. It allows you to assess the strengths and weaknesses of those that offer a similar solution as you and, as a result, highlights growth opportunities and aids strategic decision-making. \u003C\u002Fp>\n\n\n\n\u003Cp>Conducting a competitor analysis helps to\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Gather detailed insights about your competitor’s activities and the wider external factors  impacting your industry\u003C\u002Fli>\u003Cli>Understand competitor spend (via tools like Similarweb), market share, utilised channels, audiences and their potential overlap\u003C\u002Fli>\u003Cli>Find areas of improvement and growth for your own marketing strategy\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-conduct-a-competitor-analysis-in-3-steps\">\u003Cstrong>How to conduct a competitor analysis\u003C\u002Fstrong> in 3 steps\u003C\u002Fh2>\n\n\n\n\u003Cp>There is no right or wrong way. You can follow certain models (see the end of this blog for guidance), or, as we recommend, you can adopt a more bespoke approach built from these three steps: \u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>\u003Cstrong>Define your competitor set\u003C\u002Fstrong>\u003C\u002Fli>\u003Cli>\u003Cstrong>Gather competitive insights\u003C\u002Fstrong>\u003C\u002Fli>\u003Cli>\u003Cstrong>Combining and evaluating the above information to put it into context\u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>This approach is easily adaptable for different industries or marketing channels that you may want to particularly focus on. Let’s take a closer look at each of these stages.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"define-competitor-set\">\u003Cstrong>Define competitor set\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>In order to do this, identify the competitors relevant to your business and industry. It should include all of the key players in your market i.e. those selling similar products, as well as companies targeting a similar audience. \u003C\u002Fp>\n\n\n\n\u003Cp>There are several tools that can help you, such as Similarweb or SEMrush, but if you do not have access to these, resources such as press reports for similar products, local chambers of commerce, industry directories and industry events are also valuable.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"gather-competitive-insights\">\u003Cstrong>Gather competitive insights\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Next, gather competitor information about the metrics that are most important to you.\u003C\u002Fp>\n\n\n\n\u003Cp>To gather an omnichannel overview, it’s helpful to begin with top-level metrics that will allow you to compare competitor performance for each channel at a glance. What you choose to analyse will be unique for your business. Here are some examples of insightful metrics: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Your share of search vs competitors\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Total traffic share vs competitors\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Competitor’s channel mix\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Target audience overlap\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>If you want to take your analysis to the next level, once you have identified the overarching metrics, you can start digging deeper into granular channel-specific metrics. Taking PPC as an example, you should pay attention to spending habits, impression share or ROAS. For SEO, you should conduct a keyword gap analysis.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"bring-back-your-wider-insights-evaluate\">\u003Cstrong>Bring back your wider insights & evaluate\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>After gathering all this data, it’s time to evaluate. Taking your initial findings, spend time contextualising them against the wider marketing situation. Your goal here is to infer competitors’ strategies, identify opportunities for growth and see if and where your strategy might need adjusting.\u003C\u002Fp>\n\n\n\n\u003Cp>We recommend starting to compare your data with wider market metrics first, such as total traffic share, to understand whether the market is growing or declining. Afterwards, you can become more granular and focus on specific channels or competitors.\u003C\u002Fp>\n\n\n\n\u003Cp>As an example, the overall traffic within the market is declining and search volumes for key products are also decreasing, therefore the market is not currently growing. However, at the same time, your key competitors’ total traffic share is increasing. From this, you can conclude that they growing are and gaining share from others in the industry – maybe even from you. \u003C\u002Fp>\n\n\n\n\u003Cp>The next step is to become more granular, taking a look at specific channels or individual competitors, as this will help you determine your next action. Taking the above example, you have already identified that the market is declining. Now, you are seeing that competitors are reducing their PPC spend but at the same time, acquiring more social media traffic. This might infer that they could be reallocating their PPC budget to social media because paid search might no longer drive results in the declining market. Insights like these will equip you with the knowledge and opportunity to move forward. \u003C\u002Fp>\n\n\n\n\u003Cp>These three steps will give you a deep understanding of the market and competitor landscape and will allow you to identify the next steps for your strategy. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"competitor-analysis-models\">\u003Cstrong>Competitor analysis models\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There are plenty of competitor analysis models you can utilise. We have hand-picked a few key frameworks that are helpful when engaging in analysis. Ultimately, the best model is the one that suits your specific business goals. \u003C\u002Fp>\n\n\n\n\u003Cp>If you want to identify your unique selling proposition against competitors, the Points of Parity & Points of Difference model will be appropriate, or if you are looking for new opportunities within the market, a SWOT analysis might better meet your needs. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"points-of-parity-points-of-difference\">Points of Parity – Points of Difference\u003C\u002Fh3>\n\n\n\n\u003Cp>Keller’s Points of Parity and Points of Difference model is an easy way to position your brand against your competitors. It helps you to identify three key factors:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Frame of Reference:\u003C\u002Fstrong> this is the segment or category to which the business belongs and competes in, for example, gyms. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Points of Parity: \u003C\u002Fstrong>These are the elements that a business or product needs to have, in order to even be taken into consideration by the target audience. Going back to our example of gyms, the target audience might not consider your gym as a suitable alternative if it doesn’t have a cycling studio or a cardio area. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Points of Difference:\u003C\u002Fstrong> These are all the elements that make your business different from your competitors, ultimately, your USPs. Again, using gyms as an example, a point of difference could be that on top of a cycling studio, your business offers massage chairs, a swimming pool or free post-workout protein shakes. \u003C\u002Fp>\n\n\n\n\u003Cp>The analysis could look like this: \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1704\" height=\"518\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Fpoints-of-difference-model.jpg?auto=compress%2Cformat&q=90\" alt=\"Text:\nFrame of reference: Luxury evening wear.\nPoints of Parity: Good quality & feel, prestige & status.\nPoints of Difference Brand A: Next day delivery, has been worn by well known celebrities, inclusive sizing.\nPoints of Difference Brand B: Sustainable, wide product range, stores in major cities, private shopping.\" class=\"wp-image-21206\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"swot-analysis\">SWOT Analysis\u003C\u002Fh3>\n\n\n\n\u003Cp>The SWOT analysis has been around for a very long time, and for good reason! It categorises business information into four categories.\u003Cbr>\u003Cbr>\u003Cstrong>Strengths:\u003C\u002Fstrong> Internal components that are beneficial to a business (e.g. brand equity, marketing budget, internal culture)\u003Cbr>\u003Cbr>\u003Cstrong>Weaknesses:\u003C\u002Fstrong> Internal components that are a disadvantage to a business (e.g. team structures, lack of quality tools and tech)\u003Cbr>\u003Cbr>\u003Cstrong>Opportunities:\u003C\u002Fstrong> External factors that show an opportunity to a business (e.g. product innovations, partnerships)\u003Cbr>\u003Cbr>\u003Cstrong>Threats:\u003C\u002Fstrong> External factors that are a threat to a business (e.g. replicable products, barriers to entry, the economic situation) \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1402\" height=\"884\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Fswot-analysis-model.jpg?auto=compress%2Cformat&q=90\" alt=\"Text:\nStrength - Brand equity, marketing budget, internal culture.\nWeaknesses - Team structures, lack of quality tools & tech\nThreats - Replicable products, barriers to entry, the economic situation.\nOpportunities - Product innovations, partnerships\" class=\"wp-image-21209\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>You can complete this for your own business and your competitors to gain a wider picture of the opportunities available within your market. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"porters-five-forces\">Porter’s Five Forces\u003C\u002Fh3>\n\n\n\n\u003Cp>Porter’s Five Forces is a framework that allows you to analyse competitors by focusing on five segments. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>New entrants – \u003C\u002Fstrong>the ease for new businesses to enter the market.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Substitutes – \u003C\u002Fstrong>how many substitute products are within the market.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Buyers –\u003C\u002Fstrong> the number of buyers within the market and how this might affect pricing. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Suppliers – \u003C\u002Fstrong>the number of suppliers in the marketing and how this might\u003Cstrong> \u003C\u002Fstrong>affect pricing. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Competitors \u003C\u002Fstrong>– the number of competitors a business has, as well as their strengths. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1279\" height=\"971\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Fporters-five-forces-model.jpg?auto=compress%2Cformat&q=90\" alt=\"Text:\nFive forces model:\nThreat of new entrants\nThreat of substitutes\nRivalry among existing competitors\nBargaining power of suppliers\nBargaining power of buyers\" class=\"wp-image-21208\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>The benefit of Porter’s Five Forces is that it allows you to analyse an entire market or industry. This, in turn, can help you with objective setting. If you know that there are a lot of similar products within the market, you can focus on making yours more unique. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"pest-pestle\">PEST & PESTLE\u003C\u002Fh3>\n\n\n\n\u003Cp>This model takes external factors into consideration and helps you determine your standing or your competitor’s standing within the market. This can help identify how you might want to act when facing changes within each of the quadrants. This, in turn, can inform strategies natively, or when you are looking to expand into new markets abroad.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"896\" height=\"479\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Fpest-pestle-model.jpg?auto=compress%2Cformat&q=90\" alt=\"Text:\nPolitical factors\nEconomic factors\nSocial factors\nTechnological factors\nPEST\" class=\"wp-image-21207\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Here, you are looking to gather information about the following external factors:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Political:\u003C\u002Fstrong> Government type & stability, tax policies or regulations. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Economic:\u003C\u002Fstrong> Labour costs, the impact of globalisation, business cycles or the general economic environment.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Social:\u003C\u002Fstrong> Population growth, lifestyle choices, demographic identifiers, attitudes and education level.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Technological:\u003C\u002Fstrong> Emerging technologies, the level of digitalisation, and research and development activities.\u003C\u002Fp>\n\n\n\n\u003Cp>Additional factors you may want to consider are\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Legal\u003C\u002Fstrong>: This includes potential upcoming changes to industry regulations or identifying differences in employment laws abroad.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Environment\u003C\u002Fstrong>: This looks at both the practical and legal aspects, such as climate, environmental laws and consumer reactions to your business (i.e environmental NGOs and movements).\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tools-for-competitor-analysis\">\u003Cstrong>Tools for competitor analysis\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There are plenty of tools which help you gather all of the necessary data and insights. We have created a list of some of our favourites. Ideally, you will utilise a mix of tools and research to validate your findings.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Similarweb\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>This is a powerful tool that allows you to gather insights about your competitors. It will help you determine how much traffic they generating and from which channels. Are you or your clients outperforming or underperforming in comparison to competitors?\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>AdLibrary\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>AdLibrary allows you to see ads that are, or have been, running on your competitors’ Meta channels. The best part, it’s free! \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Google Trends\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Google trends is a free service provided by Google, through which you can compare search data. By using Google trends data you can identify seasonal trends and currently trending topics by certain geographical regions.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Semrush\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Semrush is used for keyword research and allows you to not only track and research your own keywords but also your competitors.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Ahrefs\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Ahrefs is an SEO and digital PR tool, allowing you to check competitors’ backlinks, keywords and domain ratings.\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Learn more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">strategy\u003C\u002Fa> insights from our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F\">digital marketing blogs\u003C\u002Fa>, or if you have any questions, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch!\u003C\u002Fa>\u003C\u002Fp>\n",{"rendered":109,"protected":149},21212,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":466,"_yoast_wpseo_metadesc":467,"inline_featured_image":149,"footnotes":5},"3-step approach to competitor analysis | Impression","To conduct a thorough competitor analysis, follow our simple 3-step approach and learn about different tools each with different 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