[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002Fpage\u002F22":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":170,"head_links":172,"breadcrumbs":158,"posts":176,"pages":153,"head":1416},"Matthew Ahern","","As a part of the growing Commercial Team at Impression, I support the Head of Marketing and the content element of Impression’s marketing strategy.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.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":85,"hero":154},"Digital Marketing Manager","\u003Cp>Digital Marketing Manager. Joined Impression in December 2021.\u003C\u002Fp>\n\u003Cp>I began my digital marketing career as an in-house Marketing Assistant for a Nottingham-based luxury brand. I also spent a short time in the world of merchandising before returning to digital marketing as an in-house Marketer for a national manufacturer of electrical goods. I produced a wide range of internal and external content, including social media and website content. I wanted to take my content marketing skills further, so when I saw that Impression was looking for a Content Executive, I thought it would be a great opportunity to explore and develop my skills.\u003C\u002Fp>\n\u003Cp>I work closely with Impression’s Head of Marketing to support them in delivering the content element of Impression’s marketing strategy. I collaborate across departments to produce digital content, such as case studies, website copy, and long-form content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nA moment I was really proud of was receiving my Masters degree in marketing. Marketing was a completely new world to me back then, so there was a lot of pressure on learning, understanding, and implementing new ideas and strategies into my work.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nMy favourite things to do outside of work are to visit quirky museums and to enjoy well-brewed coffee in independent coffee shops.\u003C\u002Fp>\n",[13],{"page":14,"link_text":29},{"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":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},33,"98","2020-03-12 15:00:28","Digital Marketing Services","publish","closed","digital-marketing","2026-04-13 15:14:11",0,"\u002F?page_id=33","page","0","raw","\u002Fdigital-marketing\u002F","Digital Marketing",{"ID":31,"id":31,"title":32,"filename":33,"filesize":23,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":23,"date":39,"modified":39,"menu_order":23,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":46},16743,"Matthew-Ahern_New2","Matthew-Ahern_New2.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&q=90","\u002Fmatthew-ahern_new2\u002F","12","matthew-ahern_new2","inherit","2022-04-21 11:54:30","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":61,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":64,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":67,"12_col-width":68,"12_col-height":69,"default_landscape":70,"default_landscape-width":71,"default_landscape-height":45,"default_portrait":72,"default_portrait-width":45,"default_portrait-height":71,"6_col_and_margin_short":73,"6_col_and_margin_short-width":65,"6_col_and_margin_short-height":69,"11_col_and_margin":74,"11_col_and_margin-width":75,"11_col_and_margin-height":69,"9_col_rectangle":76,"9_col_rectangle-width":77,"9_col_rectangle-height":78,"11_col":79,"11_col-width":80,"11_col-height":69,"staff_image_696_600":81,"staff_image_696_600-width":44,"staff_image_696_600-height":45,"rectangular_thumbnail":82,"rectangular_thumbnail-width":83,"rectangular_thumbnail-height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[86],{"acf_fc_layout":87,"reduced":88,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":89,"posts":90},"author_posts",true,"Matthew Ahern’s posts",{"data":91,"pages":153},[92,106,114,123,135,144],{"type_key":93,"title":94,"excerpt":95,"to":96,"postedAt":97,"readingTime":98,"image":99,"authors":100,"category":103},"post","Impression appears in Clutch’s list of the top 1000 global companies for 2021","\u003Cp>In celebration of an incredible year for the team, we’re excited to announce that Impression was recently considered a Clutch Global Top 1000 Leader! We were highlighted as a leading company in the inbound marketing space. For context, Clutch is the leading B2B reviews and ratings website. Headquartered in Washington, DC., Clutch aims to connect […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-appears-in-clutchs-list-of-the-top-1000-global-companies-for-2021\u002F","2022-02-07T16:48:11",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002FTop-1000-Global_2021.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[101],{"name":4,"image":102},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":104,"name":105},"\u002Fblog\u002Fcategory\u002Four-news\u002F","Our News",{"type_key":93,"title":107,"excerpt":108,"to":109,"postedAt":97,"readingTime":98,"image":110,"authors":111,"category":113},"Impression Wins Two Awards at the 2021 UK Search Awards","\u003Cp>We’re delighted to announce that last night our team picked up two awards and one silver award and the 2021 UK Search Awards ceremony. The UK Search Awards celebrates the expertise, talent and achievements of the search industry and it’s regarded as the premier celebration of SEO, PPC and content marketing in the UK. The […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-wins-two-awards-at-the-2021-uk-search-awards\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002Fgiorgio-trovato-_XTY6lD8jgM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[112],{"name":4,"image":102},{"to":104,"name":105},{"type_key":93,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":98,"image":119,"authors":120,"category":122},"Impression Shortlisted 12 Times in UK Search Awards","\u003Cp>We’re absolutely thrilled to have been shortlisted 12 times for The UK Search Awards. It’s been an exciting few weeks for us, with this news coming just one month after we were named winners across three categories at the UK Agency Awards.  The UK Search Awards has been celebrating the expertise, talent and achievements of […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-shortlisted-in-2021-uk-search-awards\u002F","2026-04-22T08:44:11","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[121],{"name":4,"image":102},{"to":104,"name":105},{"type_key":93,"title":124,"excerpt":125,"to":126,"postedAt":127,"readingTime":128,"image":129,"authors":130,"category":132},"Set your business up for success this Black Friday","\u003Cp>In our recent Black Friday webinar, two experts from Impression assessed the current state of the ecommerce market. They shared some of the key trends that they believe will shape Black Friday 2021, giving their recommendations as to how you should prepare for this year’s retail selling season.  Whilst Black Friday isn’t likely to be […]\u003C\u002Fp>\n","\u002Fblog\u002Fset-your-business-up-for-success-this-black-friday\u002F","2022-02-07T16:48:12",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-karolina-grabowska-5632380-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[131],{"name":4,"image":102},{"to":133,"name":134},"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F","Black Friday",{"type_key":93,"title":136,"excerpt":137,"to":138,"postedAt":127,"readingTime":139,"image":140,"authors":141,"category":143},"Impression Wins Three UK Agency Awards","\u003Cp>Last night we were excited to be able to attend The UK Agency Awards ceremony, our first in-person event for a very long time! It was a night to remember as Impression was a crowned winner across three categories, picking up SEO Agency of the Year, PPC Agency of the Year and Ecommerce Agency of […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-wins-three-uk-agency-awards\u002F",1,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[142],{"name":4,"image":102},{"to":104,"name":105},{"type_key":93,"title":145,"excerpt":146,"to":147,"postedAt":127,"readingTime":98,"image":148,"authors":149,"category":151},"Expansion of our Digital Strategy offering","\u003Cp>We’re pleased to welcome head of digital strategy George Gangar, previously senior digital strategy manager at Merkle, to Impression. George will focus on the growth of Impression’s strategy department, applying his wealth of expertise and experience to solving complex problems and offering strategic support to our growing multi-channel client base.  As the online space becomes […]\u003C\u002Fp>\n","\u002Fblog\u002Fexpansion-of-our-digital-strategy-offering\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fjeshoots-com-fzOITuS1DIQ-unsplash-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[150],{"name":4,"image":102},{"to":152,"name":29},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","29",{"type":155,"style":156,"title":157,"heading":4,"intro":11,"services":12,"breadcrumbs":158,"photo":47,"social":170},"author","dark","Meet the Team",[159,162,165,168],{"path":160,"name":161},"\u002F","Home",{"path":163,"name":164},"\u002Fabout\u002F","About Us",{"path":166,"name":167},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":169,"name":4},null,{"twitter":5,"linkedin":171},"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fmatthewaahern\u002F",[173],{"rel":174,"href":175},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F",[177,487,670,852,1047,1231],{"id":178,"date":179,"date_gmt":179,"guid":180,"modified":97,"modified_gmt":97,"slug":182,"status":19,"type":93,"link":96,"title":183,"content":184,"excerpt":187,"author":188,"featured_media":189,"comment_status":20,"ping_status":20,"sticky":186,"template":5,"format":190,"meta":191,"categories":192,"collections":194,"coauthors":195,"class_list":197,"acf":205,"head_links":206,"breadcrumbs":207,"url_path":96,"search_description":214,"featured_image_urls":215,"authors":250,"type_nicename":259,"reading_minutes":98,"category":260,"yoast_title":262,"yoast_meta":263,"yoast_json_ld":314,"_links":437},12982,"2021-12-06T08:21:49",{"rendered":181},"\u002F?p=12982","impression-appears-in-clutchs-list-of-the-top-1000-global-companies-for-2021",{"rendered":94},{"rendered":185,"protected":186},"\n\u003Cp>In celebration of an incredible year for the team, we’re excited to announce that Impression was recently considered a Clutch Global Top 1000 Leader! \u003C\u002Fp>\n\n\n\n\u003Cp>We were highlighted as a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fclutch.co\u002Fagencies\u002Finbound-marketing\">leading company\u003C\u002Fa> in the inbound marketing space. For context, Clutch is the leading B2B reviews and ratings website. Headquartered in Washington, DC., Clutch aims to connect businesses with the best agencies for their B2B needs. Their team of analysts collects clients’ feedback, analyses industry data, and compares competitors in the market to provide entrepreneurs and managers with the information they need.\u003C\u002Fp>\n\n\n\n\u003Cp>For a business to be named a 2021 Clutch Top 1000 leader, they need to do an excellent job for clients to send honest and thorough reviews that can pass a strict verification process. These submissions are then published as reviews on the website to be shared with other prospective clients.\u003C\u002Fp>\n\n\n\n\u003Cp>This particular list honours the top 1000 service providers for 2021, representing only the top 1% of companies listed on the platform. Specifically, the Clutch 1000 is selected based on:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Number, quality, and recency of verified Clutch reviews\u003C\u002Fli>\u003Cli>Selection of clients companies work with\u003C\u002Fli>\u003Cli>Services offered and experience providing those services\u003C\u002Fli>\u003Cli>The brand reputation and visibility in target markets\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Because of how the Clutch criteria works, this achievement would never have been possible without our clients. Their reviews allow us to stay at the top of our field and remind us to keep our quality standards. For this reason, we want to say a huge thank you to our clients for their ongoing support. You can see the reviews that we’ve collected so far over on our \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fclutch.co\u002Fprofile\u002Fimpression#summary\">Clutch profile\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>See more of our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-awards\u002F\">awards\u003C\u002Fa>, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F\">case studies\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team to find out how we can help.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002F3JG8nZ21-Top-1000-Global_2021.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-12990\" width=\"382\" height=\"382\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n",false,{"rendered":95,"protected":186},98,12989,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":186,"footnotes":5},[193],44,[],[128,196],164,[198,93,199,200,201,202,203,204],"post-12982","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-our-news",[],[],[208,209,212,213],{"path":160,"name":161},{"path":210,"name":211},"\u002Fblog\u002F","Blog",{"path":104,"name":105},{"path":169,"name":94},"In celebration of an incredible year for the team, we’re excited to announce that Impression was recently considered a Clutch Global Top 1000 Leader! We were highlighted as a leading company in the inbound marketing space. For context, Clutch is the leading B2B reviews and ratings website. Headquartered in Washington, DC., Clutch aims to connect 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The UK Search Awards celebrates the expertise, talent and achievements of the search industry and it’s regarded as the premier celebration of SEO, PPC and content marketing in the UK.\u003C\u002Fp>\n\n\n\n\u003Cp>The awards are competitive, attracting hundreds of entries from around the UK so we’re really proud to have been recognised and rewarded across the below categories:  \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Winner: Best Integrated Campaign for our work with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fabigail-ahern\u002F\">Abigail Ahern\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Winner: Best Large \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> Agency of the Year\u003C\u002Fli>\u003Cli>Silver award: Most Innovative Campaign for our work with Topps Tiles \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>The award ceremony was hosted at the Park Plaza Westminster Bridge in London and it was so great to be able to celebrate in person again! Congratulations to everyone else who won an award. \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\" style=\"flex-basis:33.33%\">\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"1000\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002F573261EE-6558-460D-A8C1-2BA688086A7C.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-12764\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1892\" height=\"1000\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002F364C48E2-BFD1-496D-AEF9-4B5FACA06774.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-12763\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\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\">\n\u003Cfigure class=\"wp-block-image size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002F3ksSR5Ok-4A25695A-B938-4A7D-A18F-BDCDFAAC5F0D.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-12766\" width=\"411\" height=\"268\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"1000\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FEB88B1BC-598A-492A-993A-4995D40DF9E4.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-12767\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FBFA1E162-944B-41C0-954A-AA818949EC9D.jpeg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"\" class=\"wp-image-12769\" width=\"293\" height=\"381\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>See our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F\">case studies\u003C\u002Fa>, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-awards\u002F\">awards\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team today to find out how we can help your business deliver award-winning results. \u003C\u002Fp>\n",{"rendered":108,"protected":186},12762,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":186,"footnotes":5},[193],[],[128,196],[503,93,199,200,201,202,203,204],"post-12759",[],[],[507,508,509,510],{"path":160,"name":161},{"path":210,"name":211},{"path":104,"name":105},{"path":169,"name":107},"We’re delighted to announce that last night our team picked up two awards and one silver award and the 2021 UK Search Awards ceremony. The UK Search Awards celebrates the expertise, talent and achievements of the search industry and it’s regarded as the premier celebration of SEO, PPC and content marketing in the UK. The 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,{"taxonomy":476,"embeddable":88,"href":663},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=12759",{"taxonomy":479,"embeddable":88,"href":665},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=12759",{"taxonomy":155,"embeddable":88,"href":667},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=12759",[669],{"name":485,"href":486,"templated":88},{"id":671,"date":672,"date_gmt":672,"guid":673,"modified":118,"modified_gmt":118,"slug":675,"status":19,"type":93,"link":117,"title":676,"content":677,"excerpt":679,"author":188,"featured_media":680,"comment_status":20,"ping_status":20,"sticky":186,"template":5,"format":190,"meta":681,"categories":682,"collections":683,"coauthors":684,"class_list":685,"acf":687,"head_links":688,"breadcrumbs":689,"url_path":117,"search_description":694,"featured_image_urls":695,"authors":727,"type_nicename":259,"reading_minutes":98,"category":735,"yoast_title":737,"yoast_meta":738,"yoast_json_ld":765,"_links":815},11723,"2021-10-22T11:23:38",{"rendered":674},"\u002F?p=11723","impression-shortlisted-in-2021-uk-search-awards",{"rendered":115},{"rendered":678,"protected":186},"\n\u003Cp>We’re absolutely thrilled to have been shortlisted 12 times for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchawards.co.uk\u002F\">The UK Search Awards\u003C\u002Fa>. It’s been an exciting few weeks for us, with this news coming just one month after we were named winners across three categories at the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fimpression-wins-three-uk-agency-awards\u002F\">UK Agency Awards\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>The UK Search Awards has been celebrating the expertise, talent and achievements of the search industry for a decade and is regarded as the premiere celebration of SEO, PPC and content marketing in the UK. The awards features a rigorous two step judging process by a panel of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchawards.co.uk\u002Fjudges\">industry experts\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>A huge well done to our team, we’re really pleased to have had our work recognised! \u003C\u002Fp>\n\n\n\n\u003Cp>Here are the categories in which we have been shortlisted, plus some of the case studies: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Best Use of Search – Retail\u002FEcommerce (SEO) – Gazeboshop\u003C\u002Fli>\n\n\n\n\u003Cli>Best Use of Search – Retail\u002FEcommerce (PPC) – Rutland Cycling\u003C\u002Fli>\n\n\n\n\u003Cli>Best Use of Search – Third Sector\u002FNot for Profit – \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcase-studies\u002Fcancer-research-uk\u002F\">Cancer Research UK\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>Best Use of Search – Fashion – \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcase-studies\u002Fqueensmith\u002F\">Queensmith\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>Best Integrated Campaign – \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcase-studies\u002Fabigail-ahern\u002F\">Abigail Ahern\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>Best Integrated Campaign – Richard Nelson LLP\u003C\u002Fli>\n\n\n\n\u003Cli>Best PPC Campaign – Marmalade\u003C\u002Fli>\n\n\n\n\u003Cli>Most Innovative Campaign – Topps Tiles\u003C\u002Fli>\n\n\n\n\u003Cli>Best Use of PR in a Search Campaign – \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcase-studies\u002Fmarmalade-digital-pr\u002F\">Marmalade\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>Best Large PPC Agency – Impression\u003C\u002Fli>\n\n\n\n\u003Cli>Best Large SEO Agency – Impression\u003C\u002Fli>\n\n\n\n\u003Cli>Best Large Integrated Search Agency – Impression\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Congratulations to everybody else that has been nominated, good luck! See more of our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-awards\u002F\">awards\u003C\u002Fa>, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F\">case studies\u003C\u002Fa>, or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team today to find out how we can deliver an award-winning campaign for your business.\u003C\u002Fp>\n",{"rendered":116,"protected":186},12550,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":186,"footnotes":5},[193],[],[196],[686,93,199,200,201,202,203,204],"post-11723",[],[],[690,691,692,693],{"path":160,"name":161},{"path":210,"name":211},{"path":104,"name":105},{"path":169,"name":115},"We’re absolutely thrilled to have been shortlisted 12 times for The UK Search Awards. It’s been an exciting few weeks for us, with this news coming just one month after we were named winners across three categories at the UK Agency Awards.  The UK Search Awards has been celebrating the expertise, talent and achievements of […]",{"thumbnail":696,"medium":697,"medium_large":699,"large":701,"1536x1536":703,"2048x2048":705,"post-thumbnail":707,"12_col":709,"default_landscape":711,"default_portrait":713,"6_col_and_margin_short":715,"11_col_and_margin":717,"9_col_rectangle":719,"11_col":721,"staff_image_696_600":723,"rectangular_thumbnail":725},{"url":119,"width":217,"height":217},{"url":698,"width":50,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":700,"width":53,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":702,"width":224,"height":225},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":704,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":706,"width":62,"height":62},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":708,"width":65,"height":66},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":710,"width":68,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":712,"width":71,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":714,"width":45,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":716,"width":65,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":718,"width":75,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":720,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":722,"width":80,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":724,"width":44,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":726,"width":83,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FUKSA-Featured-Big.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[728],{"id":188,"path":252,"display_name":4,"job_title":10,"description":6,"avatar_url":102,"acf":729},{"job_title":10,"full_bio":11,"specialist_service_links":730,"photo":733},[731],{"page":732,"link_text":29},{"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":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":31,"id":31,"title":32,"filename":33,"filesize":23,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":23,"date":39,"modified":39,"menu_order":23,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":734},{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":61,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":64,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":67,"12_col-width":68,"12_col-height":69,"default_landscape":70,"default_landscape-width":71,"default_landscape-height":45,"default_portrait":72,"default_portrait-width":45,"default_portrait-height":71,"6_col_and_margin_short":73,"6_col_and_margin_short-width":65,"6_col_and_margin_short-height":69,"11_col_and_margin":74,"11_col_and_margin-width":75,"11_col_and_margin-height":69,"9_col_rectangle":76,"9_col_rectangle-width":77,"9_col_rectangle-height":78,"11_col":79,"11_col-width":80,"11_col-height":69,"staff_image_696_600":81,"staff_image_696_600-width":44,"staff_image_696_600-height":45,"rectangular_thumbnail":82,"rectangular_thumbnail-width":83,"rectangular_thumbnail-height":84},[736],{"id"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Shortlisted 12 Times in UK Search Awards - 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002Fv2\u002Fcollections?post=11723",{"taxonomy":155,"embeddable":88,"href":849},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=11723",[851],{"name":485,"href":486,"templated":88},{"id":853,"date":854,"date_gmt":854,"guid":855,"modified":127,"modified_gmt":127,"slug":856,"status":19,"type":93,"link":126,"title":857,"content":858,"excerpt":860,"author":188,"featured_media":861,"comment_status":862,"ping_status":862,"sticky":186,"template":5,"format":190,"meta":863,"categories":864,"collections":867,"coauthors":868,"class_list":869,"acf":873,"head_links":874,"breadcrumbs":875,"url_path":126,"search_description":880,"featured_image_urls":881,"authors":913,"type_nicename":259,"reading_minutes":128,"category":921,"yoast_title":924,"yoast_meta":925,"yoast_json_ld":952,"_links":1010},11308,"2021-09-13T00:00:00",{"rendered":126},"set-your-business-up-for-success-this-black-friday",{"rendered":124},{"rendered":859,"protected":186},"\n\u003Cp>In our recent \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fblack-friday-for-ecommerce-gearing-up-for-growth-webinar\u002F\">Black Friday webinar\u003C\u002Fa>, two experts from Impression assessed the current state of the ecommerce market. They shared some of the key trends that they believe will shape Black Friday 2021, giving their recommendations as to how you should prepare for this year’s retail selling season. \u003C\u002Fp>\n\n\n\n\u003Cp>Whilst Black Friday isn’t likely to be relaxing for any digital marketer, we hope that our tips and advice will ease some of your stress and help you to drive meaningful results for your business.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-current-landscape\">The current landscape\u003C\u002Fh2>\n\n\n\n\u003Cp>Let’s kick off with some good news. After an extremely turbulent year for retailers, we’re pleased to say that consumer’s financial security has bounced back largely due to factors such as stronger job security, improved mental health and personal well being and the overall success of the UK vaccination programme. In essence, this means that consumers are in a better financial position compared to this time last year and are feeling much more flexible and willing to spend as we come into Q4 2021.\u003C\u002Fp>\n\n\n\n\u003Cp>However, this also means that this year, consumers aren’t as reliant on sales and deals. Now, this doesn’t mean that this cyber weekend will be any less vital, however, as what we’ve seen is more of a shift away from this sales reliance and more of a pivot towards getting organised for Christmas. The appetite for Christmas gifting is already increasing, surpassing the demand that we saw in 2020. With 70% of consumers looking to buy gifts on Cyber weekend, ecommerce brands still have excellent opportunities this year, regardless of demand specifically for Black Friday itself.\u003C\u002Fp>\n\n\n\n\u003Cp>So, things aren’t looking as tricky as they were a year ago! Let’s look ahead… \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"trends-impacting-black-friday-2021\">Trends impacting Black Friday 2021\u003C\u002Fh2>\n\n\n\n\u003Cp>We’ve picked out four key trends that we think will have the biggest impact on Black Friday 2021. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"earlier-for-longer\">Earlier for longer\u003C\u002Fh3>\n\n\n\n\u003Cp>Over the last few years, we’ve seen an extension of the Cyber period. Consumers have started their research much earlier and they expect deals to run for longer. We’ve seen Cyber weekends turn into Cyber weeks and in some instances, Cyber months! We’re also seeing people begin their Christmas shopping much earlier on. \u003C\u002Fp>\n\n\n\n\u003Cp>However, what we’re seeing as a result of this elongation expectation, is consumers becoming fatigued and overwhelmed by deals, often saying that they missed out on what they wanted due to confusion and oversaturation in the market. \u003C\u002Fp>\n\n\n\n\u003Cp>Whilst consumers will indeed expect deals that run for longer than the traditional cyber weekend period, they will be unsure of when the deals will begin, and how long they will run for. Brands will therefore need to keep consumers energised with fresh deals and clear, clever communication throughout. \u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"our-recommendations\">\u003Cstrong>Our recommendations\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>First and foremost, we recommend that you ensure you’re present in that all important research phase and to build anticipation between two to four weeks in advance of your deals actually beginning in order to capture those researching consumers. Tell your consumers exactly when your deals will begin and entice them in with signups and countdown formats to really build up anticipation. \u003C\u002Fp>\n\n\n\n\u003Cp>If you are going to elongate your offer period, which we encourage, you can delay offer fatigue by ensuring that you have a wide variety of offers throughout the period. Also, make sure that your on-site content is engaging enough to keep your consumers on your site and interested in your brand. To monitor ad fatigue, look at click through rates, conversion rates and engagement with your ads. Your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">paid media\u003C\u002Fa> team will be able to showcase your performance across the entire holiday period and they will be able to highlight any signs of ad fatigue starting to emerge. \u003C\u002Fp>\n\n\n\n\u003Cp>Last year was a hugely volatile year for ecommerce and it’s likely that this year will be, too. Consumer behaviour changes every single year and it’s therefore key for you to make sure that you have automated strategies in place to account for any rapidly changing consumer demand in 2021.\u003C\u002Fp>\n\n\n\n\u003Cp>Depending on what activity you’re running, there are many different ways that you can automate campaigns from the large suite of bid strategies that are available on social search and programmatic platforms, to using tools like our own developed \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fppc-seo-scripts\u002F\">ads scripts\u003C\u002Fa>. To find out more on how to make the most out of automation, you speak to your paid media team. They will be able to give you personalised recommendations that are specific to your campaigns.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"audiences\">Audiences\u003C\u002Fh3>\n\n\n\n\u003Cp>The second trend that we have identified is the ever growing importance of audiences, particularly first party audiences. \u003C\u002Fp>\n\n\n\n\u003Cp>In a post-pandemic world, we know that consumers are still really keen to prioritise ecommerce over visiting a physical store. However, whilst online offers an all important element of convenience, it lacks the intimate and personalised aspects of in-store shopping experiences and these are both vital in building the attachment between a brand and a consumer. \u003C\u002Fp>\n\n\n\n\u003Cp>Data shows us that over half of consumers actually prefer advertising that is personalised to them and with a huge suite of audiences available to us, we certainly have an opportunity to recreate a personal touch outside of the store.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s important to note that this isn’t just for new customers. It’s just as important to ensure that your current customer base feels valued in order to foster their loyalty this year, especially with the return rate nearly doubling for consumers who have purchased from you two or more times. It’s really key that brands make the online experience as personal as possible. Your consumer’s loyalty will be on the line if your brand doesn’t make them feel valued. \u003C\u002Fp>\n\n\n\n\u003Cp>By personalising your advertising to specific audiences and serving offers unique to their needs, we predict that you’ll see an increase in the pool of new consumers as well as loyalty from your existing customer base. \u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"our-recommendations\">\u003Cstrong>Our recommendations\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>So what can you actually do within your advertising to address this trend? From new to existing to lapsed users, it’s really key to vary up your creative and your copy to suit every stage of your customer’s journey with your brand. Research shows that if the right rewards are in place at each of these stages, 86% of consumers will recommend your brand to their friends and family and 46% said that they would remain loyal even after a bad experience. \u003C\u002Fp>\n\n\n\n\u003Cp>In a future without cookies, it’s really key for brands to be building up first party data sooner rather than later. Black Friday is the perfect time to do this because you’re having a huge influx of new customers shopping with you. You can entice new users with things like sneak peeks and benefits for parting with their email details and you can then use this data to effectively nurture them into future loyal customers through dedicated communication.\u003C\u002Fp>\n\n\n\n\u003Cp>Finally, it’s also key to understand your current customer base and any typical cross sell or upsell opportunities. You can showcase complementary products on site while your users are browsing, as well as use remarketing to showcase all the different products that you have to keep them interested in coming back for more.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"walk-the-walk\">Walk the walk\u003C\u002Fh3>\n\n\n\n\u003Cp>Over the last five years, what we’ve seen is a shift in the way that consumers choose their brands. No longer do consumers pick your business just for the actual products that you sell, they are now much more concerned with your values and what your brand stands for. Brands who can talk to this need in a really genuine and relevant way will likely see short term Black Friday wins, as well as long term loyalty and future proofing yourself against any negative sentiment. This has been exacerbated in the last year with multiple worldwide ethical and environmental movements that have caused consumers to really question a brands ethical and environmental standpoints and 50% of consumers say that they would actively boycott brands that don’t align with their ethical values. \u003C\u002Fp>\n\n\n\n\u003Cp>However, it’s important to note that if ethical and environmental initiatives do not fit your brand or demographic, don’t push it! Consumers will see through any advertising that seems forced or appears to be irrelevant to your company. You must be able to walk the walk, not just talk the talk.\u003C\u002Fp>\n\n\n\n\u003Cp>Demand for ethical brands continues to grow as millennials and Gen Z take up more of the online space. This Black Friday, those who can genuinely and authentically talk about their wider contribution to society and the environment will see better sentiment from consumers as well foster long term loyalty.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"our-recommendations\">\u003Cstrong>Our recommendations\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>First and foremost, don’t shy away from shouting about what you stand for and your company’s values if it is genuine to your brand. Consumers may make a one off purchase after initially engaging with your ad content but they will stay with you for the ethical values that you present. \u003C\u002Fp>\n\n\n\n\u003Cp>However, caution should be taken if your brand has any variation in your ethics or environmental standpoint as consumers will feel frustrated if they feel they have been lied to or misled. For example, if you are positioning yourself as a vegan brand but only 20% of your products are vegan, you’re not a vegan brand, you have a vegan collection. It’s vital to make sure that you’re phrasing in the right way to make sure consumers don’t feel misled.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re finding this trend really difficult to achieve or you’re having some worries about the various different ethical standpoints of your brand, you may want to consider alternative offers for this year. Consumers want brands to make more of a stand for sustainability, so you could consider alternative offers such as charitable donations or planting a tree for every purchase made for example. \u003C\u002Fp>\n\n\n\n\u003Cp>Finally, be really proud of yourself if you really can showcase your brand’s ethical values! Your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa> team can help you better understand how to be heard amongst the noise and the clutter of this Black Friday and drive some like minded consumers to your business over that all important peak season.\u003C\u002Fp>\n\n\n\n\u003Cp>The key thing to take away from this is that of course, it’s important for brands to speak to these issues but if it’s not genuine, then it’s likely to do more harm than good to your brand’s reputation.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"efficiency-and-flexibility\">\u003Cstrong>Efficiency and flexibility\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>There’s a growing importance of efficiency and flexibility when it comes to payment methods and delivery. For just over three quarters of all UK shoppers, convenience is defined as their top priority when it comes to online shopping. Last year’s Black Friday shoppers revealed that convenient delivery coupled with payment options and flexibility were major factors in making any of their purchases online. \u003C\u002Fp>\n\n\n\n\u003Cp>This trend has shifted away from being a preference and is now an expectation, with consumers actively researching how quickly and flexibly they can receive their goods, especially around Black Friday and the all important peak season in the run up to Christmas. \u003C\u002Fp>\n\n\n\n\u003Cp>Ultimately brands that offer any fast or free deliveries services and returns, coupled with flexible payment options will be successful this holiday season. Consumers now value that all important convenience factor more than ever before. \u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"our-recommendations\">\u003Cstrong>Our recommendations \u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>First of all, be clear about what you offer in terms of your delivery capabilities. Quick delivery is now a firm expectation so it’s really important to make this stand out in your ads and your creative. Don’t let the competition sweep away all of the consumers that are looking for that convenience factor that you also offer but just haven’t shouted about. \u003C\u002Fp>\n\n\n\n\u003Cp>The second point here is to embrace flexibility, it’s what consumers want. As we’re seeing that consumers are more and more keen to splurge this year, if you are able to offer any buy now pay later options, make that clear to entice those desiring that level of support. \u003C\u002Fp>\n\n\n\n\u003Cp>Finally, it’s also key to ensure that you’re streamlining mobile conversions. Unlike last year, people are out and about a lot more and may be browsing and buying on the go. Make sure you offer fast payment options through platforms such as Apple Pay to make mobile shopping even more seamless.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"in-summary\">\u003Cstrong>In summary:\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Build anticipation in the research phase \u003C\u002Fli>\u003Cli>Vary your offers to keep consumers engaged\u003C\u002Fli>\u003Cli>Utilise automation to combat volatility\u003C\u002Fli>\u003Cli>Personalise ads based on a users experience with your brand\u003C\u002Fli>\u003Cli>Use this as an opportunity to build first party data\u003C\u002Fli>\u003Cli>Utilise opportunities to cross sell and upsell\u003C\u002Fli>\u003Cli>Be genuine and relevant with any ethical standpoints\u003C\u002Fli>\u003Cli>Trial alternative ethical offers\u003C\u002Fli>\u003Cli>Ensure delivery and payment options are made clear\u003C\u002Fli>\u003Cli>Streamline mobile conversions with fast payment options\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>We wish you a successful Black Friday period! Need help planning for this year? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> with our team. \u003C\u002Fp>\n",{"rendered":125,"protected":186},11309,"open",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":186,"footnotes":5},[865,866],141,39,[],[128,196],[870,93,199,200,201,202,203,871,872],"post-11308","category-black-friday","category-digital-marketing",[],[],[876,877,878,879],{"path":160,"name":161},{"path":210,"name":211},{"path":133,"name":134},{"path":169,"name":124},"In our recent Black Friday webinar, two experts from Impression assessed the current state of the ecommerce market. They shared some of the key trends that they believe will shape Black Friday 2021, giving their recommendations as to how you should prepare for this year’s retail selling season.  Whilst Black Friday isn’t likely to be 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night we were excited to be able to attend The UK Agency Awards ceremony, our first in-person event for a very long time! It was a night to remember as Impression was a crowned winner across three categories, picking up \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO Agency\u003C\u002Fa> of the Year, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC Agency\u003C\u002Fa> of the Year and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fecommerce\u002F\">Ecommerce Agency\u003C\u002Fa> of the Year.\u003C\u002Fp>\n\n\n\n\u003Cp>The UK Agency Awards celebrate everything that makes an agency amazing. The agency categories recognise and reward agencies for their specialist skills and areas of expertise. Each of the entries that we submitted were judged by leading in-house marketing professionals from some of the biggest and best brands.\u003C\u002Fp>\n\n\n\n\u003Cp>Speaking about the win, Sean Burton, Head of SEO said:\u003C\u002Fp>\n\n\n\n\u003Cp>“It’s been yet another great year for our SEO department, with continued growth across both our team and client portfolio. During what has been, at times, an uncertain and challenging year, our team has shown real commitment and togetherness in supporting one another, the growth of our agency and vitally of the businesses we consult with. \u003C\u002Fp>\n\n\n\n\u003Cp>Due to the fantastic culture within the agency, we are in the fortunate position to have a really low turnover of staff and so it’s been particularly warming to watch our team grow together and work so diligently to continuously develop our offering, processes and the skill with which we deliver award-winning SEO campaigns.”\u003C\u002Fp>\n\n\n\n\u003Cp>Congratulations to everyone who picked up an award last night! It was a great atmosphere and good to be able to celebrate together again. \u003C\u002Fp>\n\n\n\n\u003Cp>Want to be a part of an award-winning team? We’re hiring! Check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Fvacancies\u002F\">careers page\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>A few photos from the evening:\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\u002F10\u002FUKAA1.jpeg\" alt=\"\" class=\"wp-image-50099\" width=\"510\" height=\"382\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002FUKAA4.jpeg\" alt=\"\" class=\"wp-image-50100\" width=\"400\" height=\"533\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002FUKAA3.jpeg\" alt=\"\" class=\"wp-image-50101\" width=\"-132\" height=\"-235\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",{"rendered":137,"protected":186},11302,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":186,"footnotes":5},[193],[],[128,196],[1062,93,199,200,201,202,203,204],"post-11298",[],[],[1066,1067,1068,1069],{"path":160,"name":161},{"path":210,"name":211},{"path":104,"name":105},{"path":169,"name":136},"Last night we were excited to be able to attend The UK Agency Awards ceremony, our first in-person event for a very long time! It was a night to remember as Impression was a crowned winner across three categories, picking up SEO Agency of the Year, PPC Agency of the Year and Ecommerce Agency of […]",{"thumbnail":1072,"medium":1073,"medium_large":1075,"large":1077,"1536x1536":1079,"2048x2048":1081,"post-thumbnail":1083,"12_col":1085,"default_landscape":1087,"default_portrait":1089,"6_col_and_margin_short":1091,"11_col_and_margin":1093,"9_col_rectangle":1095,"11_col":1097,"staff_image_696_600":1099,"rectangular_thumbnail":1101},{"url":140,"width":217,"height":217},{"url":1074,"width":50,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=scale&h=129&q=90&w=200",{"url":1076,"width":53,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=scale&h=496&q=90&w=768",{"url":1078,"width":224,"height":225},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1080,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=scale&h=992&q=90&w=1536",{"url":1082,"width":62,"height":62},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=scale&h=1322&q=90&w=2048",{"url":1084,"width":65,"height":66},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1086,"width":68,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1088,"width":71,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1090,"width":45,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1092,"width":65,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1094,"width":75,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1096,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1098,"width":80,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1100,"width":44,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1102,"width":83,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fpexels-ylanite-koppens-796606-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1104],{"id":188,"path":252,"display_name":4,"job_title":10,"description":6,"avatar_url":102,"acf":1105},{"job_title":10,"full_bio":11,"specialist_service_links":1106,"photo":1109},[1107],{"page":1108,"link_text":29},{"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":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":31,"id":31,"title":32,"filename":33,"filesize":23,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":23,"date":39,"modified":39,"menu_order":23,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":1110},{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":61,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":64,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":67,"12_col-width":68,"12_col-height":69,"default_landscape":70,"default_landscape-width":71,"default_landscape-height":45,"default_portrait":72,"default_portrait-width":45,"default_portrait-height":71,"6_col_and_margin_short":73,"6_col_and_margin_short-width":65,"6_col_and_margin_short-height":69,"11_col_and_margin":74,"11_col_and_margin-width":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Wins Three UK Agency Awards - 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2Fwp\u002Fv2\u002Fposts\u002F11298\u002Frevisions\u002F14548",[1217],{"embeddable":88,"href":1218},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F11302",[1220],{"href":1221},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=11298",[1223,1225,1227],{"taxonomy":476,"embeddable":88,"href":1224},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=11298",{"taxonomy":479,"embeddable":88,"href":1226},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=11298",{"taxonomy":155,"embeddable":88,"href":1228},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=11298",[1230],{"name":485,"href":486,"templated":88},{"id":1232,"date":1233,"date_gmt":1233,"guid":1234,"modified":127,"modified_gmt":127,"slug":1235,"status":19,"type":93,"link":147,"title":1236,"content":1237,"excerpt":1239,"author":188,"featured_media":1240,"comment_status":862,"ping_status":862,"sticky":186,"template":5,"format":190,"meta":1241,"categories":1242,"collections":1243,"coauthors":1244,"class_list":1245,"acf":1247,"head_links":1248,"breadcrumbs":1249,"url_path":147,"search_description":1254,"featured_image_urls":1255,"authors":1287,"type_nicename":259,"reading_minutes":98,"category":1295,"yoast_title":1298,"yoast_meta":1299,"yoast_json_ld":1323,"_links":1379},11294,"2021-08-16T00:00:00",{"rendered":147},"expansion-of-our-digital-strategy-offering",{"rendered":145},{"rendered":1238,"protected":186},"\n\u003Cp>We’re pleased to welcome head of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy\u003C\u002Fa> George Gangar, previously senior digital strategy manager at Merkle, to Impression. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fgeorge-gangar\u002F\">George\u003C\u002Fa> will focus on the growth of Impression’s strategy department, applying his wealth of expertise and experience to solving complex problems and offering strategic support to our growing multi-channel client base. \u003C\u002Fp>\n\n\n\n\u003Cp>As the online space becomes more competitive, the want and need to integrate multiple marketing channels to enhance performance is increasing. But with an ever-changing digital landscape, it can be difficult to determine which approach will be the most effective in driving results for your business. Having a strong digital strategy is key to effectively leveraging the wide range of digital channels and tactics available to you. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-a-digital-strategy\">What is a digital strategy?\u003C\u002Fh2>\n\n\n\n\u003Cp>Implementing a solid digital strategy helps to set a clear direction. It should be clearly aligned to your overarching business objectives and play a role in translating those objectives into single-channel KPIs. Crucially, your digital strategy should be based on a combination of 1st and 3rd party insights and should identify a series of hypotheses that you wish to test throughout your activation. Testing these hypotheses will ensure that you have even more insights to draw on for your next round of activity, enabling you to optimise your strategy further with each cycle.\u003C\u002Fp>\n\n\n\n\u003Cp>An integrated digital strategy will allow your channels to perform more effectively, creating seamless experiences and communicating consistent messages to your target audience. Being visible across multiple marketing channels will unlock your opportunity to reach new customers and better connect with them at each stage of their journey, maximising the impact of your efforts. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"setting-your-digital-strategy\">Setting your digital strategy\u003C\u002Fh2>\n\n\n\n\u003Cp>If you’d like to consider setting a digital strategy for your business, or if you already have one that could benefit from a fresh pair of eyes, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team today to find out how we can help you. Alternatively, learn more about our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy services\u003C\u002Fa>. \u003C\u002Fp>\n",{"rendered":146,"protected":186},11295,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":186,"footnotes":5},[866,193],[],[128,196],[1246,93,199,200,201,202,203,872,204],"post-11294",[],[],[1250,1251,1252,1253],{"path":160,"name":161},{"path":210,"name":211},{"path":152,"name":29},{"path":169,"name":145},"We’re pleased to welcome head of digital strategy George Gangar, previously senior digital strategy manager at Merkle, to Impression. George will focus on the growth of Impression’s strategy department, applying his wealth of expertise and experience to solving complex problems and offering strategic support to our growing multi-channel client base.  As the online space becomes 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