[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002Fpage\u002F2":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":189,"head_links":191,"breadcrumbs":177,"posts":195,"pages":172,"head":1530},"Petar Jovetic","","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":38,"page_content_modules":94,"hero":173},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n","Executive Director - Organic Media",[13,29],{"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":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},35,"98","2020-03-12 15:02:03","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":30,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":23,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},37897,"2026-04-13 11:44:52","PR & Social","pr-social","2026-10-13 10:10:21","\u002F?page_id=37897","\u002Fpr-social\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":5,"author":45,"description":5,"caption":5,"name":46,"status":47,"uploaded_to":23,"date":48,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":55},24289,"Pete-Jovetic-NEW","Pete-Jovetic-NEW.png",274057,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&q=90","\u002Fpete-jovetic-new\u002F","12","pete-jovetic-new","inherit","2023-08-02 10:44:57","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":63,"large":64,"large-width":65,"large-height":66,"1536x1536":67,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":54,"default_portrait":81,"default_portrait-width":54,"default_portrait-height":80,"6_col_and_margin_short":82,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":83,"11_col_and_margin-width":84,"11_col_and_margin-height":78,"9_col_rectangle":85,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":88,"11_col-width":89,"11_col-height":78,"staff_image_696_600":90,"staff_image_696_600-width":53,"staff_image_696_600-height":54,"rectangular_thumbnail":91,"rectangular_thumbnail-width":92,"rectangular_thumbnail-height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[95],{"acf_fc_layout":96,"reduced":97,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":98,"posts":99},"author_posts",true,"Petar Jovetic’s posts",{"data":100,"pages":172},[101,121,133,143,153,163],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":118},"post","Impression Picks – Digital marketing roundup April 2024","\u003Cp>Welcome to April’s edition of Impression Picks. This digital marketing roundup serves as some food for thought, brought to you by Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, share a helpful insight and explore a campaign that’s caught our attention. Article: Why building links with digital PR […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-for-april-2024\u002F","2024-04-30T16:50:17",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110,113,116],{"name":111,"image":112},"Jacob Shaw","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":114,"image":115},"Laura Arens","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",{"name":4,"image":117},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":119,"name":120},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":102,"title":122,"excerpt":123,"to":124,"postedAt":125,"readingTime":126,"image":127,"authors":128,"category":130},"Managing affiliate partnerships through your Digital PR strategy","\u003Cp>“Yes, there’s a link… Oh it’s an affiliate”. A likely phrase uttered by Digital PR teams as the redirect chain flags when investigating the linked page.  But why is an affiliate link within coverage a point of frustration? Essentially an affiliate redirect on a link means there’s a redirect chain in place, the link often […]\u003C\u002Fp>\n","\u002Fblog\u002Fmanaging-affiliate-partnerships-through-your-digital-pr-strategy\u002F","2024-03-06T14:57:24",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fjonathan-velasquez-c1ZN57GfDB0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[129],{"name":4,"image":117},{"to":131,"name":132},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":102,"title":134,"excerpt":135,"to":136,"postedAt":137,"readingTime":138,"image":139,"authors":140,"category":142},"How to use data to empower Digital PR strategies","\u003Cp>A well-researched digital PR strategy is essential to set your business up for success, and leveraging data can assist in establishing strong foundations. Putting together a long-term strategy can feel overwhelming; there is no one-size-fits-all approach in digital PR, however, by harnessing data you can ensure that you stay on the path for a relevant […]\u003C\u002Fp>\n","\u002Fblog\u002Fusing-data-to-empower-digital-pr-strategies\u002F","2024-02-26T16:57:28",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fmaximalfocus-HakTxidk36I-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[141],{"name":4,"image":117},{"to":131,"name":132},{"type_key":102,"title":144,"excerpt":145,"to":146,"postedAt":147,"readingTime":148,"image":149,"authors":150,"category":152},"The crucial role of brand personalities and values in Digital PR","\u003Cp>Brand and personalities of brands are tricky concepts to dissect and understand, especially when they need to be understood and translated into singular service-level activity. As PRs, we are being challenged more and more on the relevance and alignment of our activity with the values and personality of brands, and rightly so. This demand to […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-personalities-and-values-in-digital-pr\u002F","2024-01-22T12:54:49",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-kunz-Julh9dyJlDA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[151],{"name":4,"image":117},{"to":131,"name":132},{"type_key":102,"title":154,"excerpt":155,"to":156,"postedAt":157,"readingTime":158,"image":159,"authors":160,"category":162},"Captivating stakeholders: Winning Digital PR buy-in from C-suite","\u003Cp>Digital PR is a powerful tool to have in your marketing mix, with it embracing all of the core fundamentals and brand-building benefits of traditional PR, it leverages output to drive impact to your website.  But, it isn’t a direct revenue driver, as we see in paid channels and it is a long-term commitment. Being […]\u003C\u002Fp>\n","\u002Fblog\u002Fwinning-digital-pr-buy-in\u002F","2023-11-29T12:00:51",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fheadway-jfR5wu2hMI0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[161],{"name":4,"image":117},{"to":131,"name":132},{"type_key":102,"title":164,"excerpt":165,"to":166,"postedAt":167,"readingTime":126,"image":168,"authors":169,"category":171},"How to validate your campaign ideas to stand out from your competitors","\u003Cp>Whether you’re having a strategy refresh, or are looking to try your hand at creating your first (or next) digital PR campaign, it’s essential to invest time in validating your ideas. The ideation process comes differently to everyone, and there’s no right or wrong way of tackling it. You can spend time researching topics independently, […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-validate-your-campaign-ideas-digital-pr\u002F","2023-07-17T14:12:37","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fpatrick-tomasso-1NTFSnV-KLs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[170],{"name":4,"image":117},{"to":131,"name":132},"7",{"type":174,"style":175,"title":176,"heading":4,"intro":10,"services":12,"breadcrumbs":177,"photo":56,"social":189},"author","dark","Meet the Team",[178,181,184,187],{"path":179,"name":180},"\u002F","Home",{"path":182,"name":183},"\u002Fabout\u002F","About Us",{"path":185,"name":186},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":188,"name":4},null,{"twitter":5,"linkedin":190},"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fpetarjovetic\u002F",[192],{"rel":193,"href":194},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F",[196,599,789,974,1161,1347],{"id":197,"date":198,"date_gmt":198,"guid":199,"modified":106,"modified_gmt":106,"slug":201,"status":19,"type":102,"link":105,"title":202,"content":203,"excerpt":206,"author":207,"featured_media":208,"comment_status":20,"ping_status":20,"sticky":205,"template":5,"format":209,"meta":210,"categories":212,"collections":214,"coauthors":215,"class_list":219,"acf":227,"head_links":228,"breadcrumbs":229,"url_path":105,"search_description":236,"featured_image_urls":237,"authors":272,"type_nicename":371,"reading_minutes":107,"category":372,"yoast_title":211,"yoast_meta":374,"yoast_json_ld":425,"_links":550},28005,"2024-04-16T13:56:44",{"rendered":200},"\u002F?p=28005","impression-picks-digital-marketing-roundup-for-april-2024",{"rendered":103},{"rendered":204,"protected":205},"\n\u003Cp>Welcome to April’s edition of Impression Picks. This digital marketing roundup serves as some food for thought, brought to you by Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, share a helpful insight and explore a campaign that’s caught our attention.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#article-why-building-links-with-digital-pr-is-hard-and-thats-ok\">Article: Why building links with digital PR is hard — and that’s OK!?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#is-the-answer-using-ai-to-make-pr-easier\">Is the answer using AI to make PR easier?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#insight-ai-is-changing-the-way-we-approach-contextual-targeting-in-programmatic\">Insight: AI is changing the way we approach contextual targeting in Programmatic\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#let-ai-do-the-heavy-lifting-with-stackadapts-page-context-ai\">Let AI do the heavy lifting with Stackadapt’s Page Context AI\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#take-a-content-level-approach-to-contextual-targeting-with-verity\">Take a content-level approach to contextual targeting with Verity™\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#campaign-asics-x-mind-mental-health-charity-little-reminders\">Campaign: Asics X Mind Mental Health Charity \"Little Reminders\" \u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"article-why-building-links-with-digital-pr-is-hard-and-thats-ok\">Article: \u003Cstrong>Why building links with digital PR is hard — and that’s OK! \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Imposter syndrome is a real issue in the Digital PR industry with a whopping 91% of us admitting to struggling with it at some stage in our careers. Many of us have experienced moments where we doubt our abilities and feel like we’re falling short in our careers. It’s important to acknowledge that Digital PR is hard, and it’s perfectly normal to encounter difficulties along the way.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>As Digital PRs, we are constantly challenged to navigate a rapidly changing media environment, resulting in frequent pivots and adaptations to stay ahead of both media trends and competitors.\u003C\u002Fp>\n\n\n\n\u003Cp>This ever-changing media landscape can lead us to self-doubt and uncertainty about whether our actions are ‘right’. What might be considered a successful campaign or a compelling headline can quickly be perceived differently in the next moment. \u003C\u002Fp>\n\n\n\n\u003Cp>Social media often portrays Digital PR in a misleadingly, effortless light, showcasing only successes and overlooking the behind-the-scenes efforts. Failed campaigns rarely make the highlight reel, creating an illusion that Digital PR is a straightforward process of data collection, press release drafting, and journalist outreach, leading to a flood of high-domain authority links. But it’s important to recognise that an awful lot of experience, skill, knowledge, timing, and even chance is required each time a digital PR link is built.\u003C\u002Fp>\n\n\n\n\u003Cp>As the article discusses, 75% of us are encountering greater challenges in building links through digital PR. Among these challenges, 42.9% identify outreach as the toughest aspect, while 39.7% highlight ideation and campaign ideas as particularly challenging. I would agree that these aspects are especially demanding. Outreach encompasses more complexity than meets the eye – requiring an understanding of journalists’ preferences, knowing who to target, crafting attention-grabbing subject lines, and tailoring press releases to varying audiences – all of which can be difficult tasks. Complicating matters further is the fact that no two journalists, PR professionals, or publications have identical preferences or requirements.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"is-the-answer-using-ai-to-make-pr-easier\">\u003Cstrong>Is the answer using AI to make PR easier?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Well, it’s a bit of a mixed bag depending on how you leverage it. When used effectively, AI can serve as an incredibly versatile tool for streamlining various tasks within PR. Some beneficial uses include aiding data analysis, grammar checking, UK-to-US localisation, headline generation, and idea prompting.\u003C\u002Fp>\n\n\n\n\u003Cp>AI shouldn’t be utilised in PR as a means to respond to platforms like Response Source and HARO for link-building purposes. As the article suggests, imagine being a journalist seeking expert opinions only to receive an overwhelming flood of untrustworthy automated responses from ChatGPT. It’s almost certain that 99% of these responses would be virtually identical, as they originate from the same prompt input into ChatGPT. \u003C\u002Fp>\n\n\n\n\u003Cp>So if you’re currently struggling with imposter syndrome or you’re feeling disheartened by a campaign that hasn’t gained the traction you anticipated, know that you’re not alone. As the article highlights, the majority of PR professionals share the sentiment that link-building is becoming increasingly challenging. The key lies in adapting, testing, learning, and embracing opportunities for learning and growth. If you are struggling with the growing challenges of Digital PR, and are looking to build high-quality output and links, experts and experience are crucial.\u003C\u002Fp>\n\n\n\n\u003Cp>Article reviewed by digital PR strategist Emma Carstairs. Read the full article \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fbuilding-links-with-digital-pr\">here\u003C\u002Fa> on Moz. \u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"insight-ai-is-changing-the-way-we-approach-contextual-targeting-in-programmatic\">Insight: \u003Cstrong>AI is changing the way we approach contextual targeting in Programmatic\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With Google committing to the depreciation of third-party cookies in \u003Cs>late 2024\u003C\u002Fs> \u003Cem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.instagram.com\u002Fp\u002FC6ORqZ0O-PW\u002F\">\u003Cstrong>2025\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fem>, marketers need to consider alternative approaches to reach their audiences, and the development of AI-powered contextual targeting offers a solution. Unlike behavioural targeting, which needs to access user data to reach audiences, contextual targeting infers interest through the content that the audience is engaging with without reliance on their data. For example, this could be ads for football boots in a news article about sports or it could be ads for clothing on a fashion blog.\u003C\u002Fp>\n\n\n\n\u003Cp>Historically, contextual targeting has been a labour-intensive process to produce extensive lists of prescriptive keywords, however, the introduction of contextual AI has made this much more straightforward and sophisticated. There are now AI tools out there for Programmatic advertisers to test and we’ve collated a couple of our favourites for you below along with some insights as to why they are so important in the current media landscape. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"let-ai-do-the-heavy-lifting-with-stackadapts-page-context-ai\">\u003Cstrong>Let AI do the heavy lifting with Stackadapt’s Page Context AI\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Leveraging StackAdapt’s machine learning and AI, Page Context AI is a useful tool for reaching your audience in the exact moment where intent is the highest. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Flh7-eu.googleusercontent.com\u002FqIaRnH6lWO35Y8ue1WTyq9FnTrsI3r3XG9VbosNDeQ__1QTOz5Ccd4KEavpxU0_9I34gCeZYYB0DkbAfxtOn4-CgAqt_ergdHPQhzH4xvmHtVraic24VZNTmt_y0MNtT20Ro2d-9NnbD4MoLxLeak5g\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>This tool can be used to define the context of your campaign using in\u002Fout of context terms as prompts. Once your prompts have been entered, StackAdapt’s patented algorithm will then decide the most appropriate site or publisher for your ads to appear on. Onsite content is constantly optimising and changing to better fit browser algorithms. Page Context AI recognises this and is continuously recomputing and scanning all onsite content for relevant keywords to keep your campaigns evergreen alongside an evolving media landscape \u003C\u002Fp>\n\n\n\n\u003Cp>A recent case study, by StackAdapt, comparing a Page Context AI performance compared to retargeting in the healthcare industry found that 76% of the campaigns with Page Context AI outperformed the other targeting methods with CPAs that were 50% lower.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"take-a-content-level-approach-to-contextual-targeting-with-verity\">\u003Cstrong>Take a content-level approach to contextual targeting with Verity™\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>GumGum’s proprietary tool Verity™ scans onsite text, image, audio and video just like a user would when scrolling through a site. Using both computer vision and natural language processing,  the most appropriate ad placements are then determined. This unique ability to analyse digital environments in their entirety onsite, makes it an invaluable solution for efficient contextual targeting in a cookieless future.   \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Flh7-eu.googleusercontent.com\u002Ffq0sTjWiBw1U36FOo0vrqR-x92h2O49X3Yn0HXh0aFIipshlCmcztDrW83AnXYos9ka0F3dTHhZAV5ULzON4pRGg1l7l_NYqe3Vqjm3GwvfCgVog6smeS13M9lW39YoADUtf9mUgoksEc956plJLbWc\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Dentsu Aegis Network conducted a study that compared Verity™ to behavioural targeting. It was found that Verity™ targeting delivered a 48% lower cost per click than the behavioural targeting used and was 1.7x more accurate at reaching the relevant audience. \u003C\u002Fp>\n\n\n\n\u003Cp>As we move towards a cookieless future, contextual targeting will only continue to grow in importance so you should already be considering using some of the AI tools available to efficiently target the most relevant audiences, at scale. Not only do the solutions explored protect against the coming changes, but can also lead to performance enhancement compared to current strategies.\u003C\u002Fp>\n\n\n\n\u003Cp>Insights shared from programmatic expert Jake Shaw. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"campaign-asics-x-mind-mental-health-charity-little-reminders\">Campaign: Asics X Mind Mental Health Charity “\u003Cstrong>Little Reminders\u003C\u002Fstrong>“\u003Cstrong> \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Sportswear company Asics has again partnered with Mental Health Charity Mind to reveal its new campaign “Little Reminders”.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>According to Asics, recent research has found that 63% of adults primarily exercise for physical gains, whereas 77% of children engage in physical activity for fun. Bringing this statistic to life, their new campaign aims to shift our focus on body changes, to moving the body for fun and prioritising the emotional benefits of exercise. \u003C\u002Fp>\n\n\n\n\u003Cp>The video campaign is divided into three short sections. The first sees adults sitting down and being asked why they exercise. All of the answers have one thing in common, \u003Cstrong>exercise is done to change the way they look. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Flh7-eu.googleusercontent.com\u002Fn46RhqA54yqC68TvNC3JsWOX4FRuAgIYllTZQz_lovXSqmCOkHe6rpd0Np1lflNGrpZLeRVq2IoxOFuPYpcvC9403ps5BDuP5a-uQNVJFUg4y5tvwIIBS-tCEFXjYndPu-GeqGcqcFKHonISl6mC8wg\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The same question is then asked to children, who highlight that moving their body makes them feel energetic and most importantly,\u003Cstrong> it makes them feel good\u003C\u002Fstrong>. In a heartwarming moment, the last part of the campaign shows the adults hearing the children’s answers, seen to reflect and have a positive emotional reaction to this difference in mindset. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Flh7-eu.googleusercontent.com\u002F19w-Tbhd9tWlDv_1TG-aI1HJwA-uXeVze--VAke4O2a9WJ4sp8Mheqws0KvBk5uhZhxfPyacHF3Hc4pPRXkbEozcPUru8y8-jXujMOckAbaZ53u6J-6bKRmMJbJfH4K59bofxbqMDcqXLOlYGMjHwQc\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>In reality, this campaign is really simple. It cleverly plays into the innocence of children and how as adults, viewers can all relate to the fun and joy of being a ‘carefree’ child. \u003C\u002Fp>\n\n\n\n\u003Cp>The video is calm and focused allowing the viewer to focus on what is actually being said. This calm atmosphere highlights the contrast between adults’ seriousness and children’s lightheartedness, amplifying the importance of not taking things too seriously. Even the children have picked up on the fact that moving their body is good for their mind. This perfectly underlines Asics’ vision of ‘sound body x sound mind’, making the partnership between Asics & Mind natural, relevant and aligned.  \u003C\u002Fp>\n\n\n\n\u003Cp>What I like about this campaign is that it makes you stop and think. Why do you exercise? Personally, it did remind me to think back to my childhood in which movement of my body was never associated with any physical gains, but just fun. ⛹️‍♀️\u003C\u002Fp>\n\n\n\n\u003Cp>My favourite quote from this campaign that I might have to remind myself of more – “adults take it too seriously”\u003C\u002Fp>\n\n\n\n\u003Cp>Campaign reviewed by Laura Arens\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cp>Have any further questions? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch!\u003C\u002Fa>\u003C\u002Fp>\n",false,{"rendered":104,"protected":205},59,28007,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":211,"_yoast_wpseo_metadesc":5,"inline_featured_image":205,"footnotes":5},"Impression Picks – Digital marketing roundup for April 2024 | Impression",[213],39,[],[216,217,218],221,226,143,[220,102,221,222,223,224,225,226],"post-28005","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing",[],[],[230,231,234,235],{"path":179,"name":180},{"path":232,"name":233},"\u002Fblog\u002F","Blog",{"path":119,"name":120},{"path":188,"name":103},"Welcome to April’s edition of Impression Picks. This digital marketing roundup serves as some food for thought, brought to you by Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, share a helpful insight and explore a campaign that’s caught our attention. Article: Why building links with digital PR […]",{"thumbnail":238,"medium":240,"medium_large":242,"large":244,"1536x1536":248,"2048x2048":250,"post-thumbnail":252,"12_col":254,"default_landscape":256,"default_portrait":258,"6_col_and_margin_short":260,"11_col_and_margin":262,"9_col_rectangle":264,"11_col":266,"staff_image_696_600":268,"rectangular_thumbnail":270},{"url":108,"width":239,"height":239},640,{"url":241,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":243,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":245,"width":246,"height":247},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":249,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":251,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":253,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":255,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":257,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":259,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":261,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":263,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":265,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":267,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":269,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":271,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fanupam-mahapatra-Vz0RbclzG_w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[273,317,361],{"id":274,"path":275,"display_name":111,"job_title":276,"description":277,"avatar_url":112,"acf":278},129,"\u002Fabout\u002Four-team\u002Fjacob-shaw\u002F","Programmatic Strategist","I'm a Programmatic Strategist at Impression. I love reading non-fiction history books and supporting my local football team Leeds United.",{"job_title":276,"full_bio":279,"specialist_service_links":280,"photo":291},"\u003Cp>Programmatic Strategist. Joined Impression in August 2022\u003C\u002Fp>\n\u003Cp>At University I worked part-time as a marketing assistant for a local company that was, at the time, a client for Impression. I enjoyed working in marketing and I wanted to explore further opportunities to expand my marketing knowledge. While studying for my Masters in marketing, I started looking for relevant roles in marketing where I discovered an opportunity to become a part of the programmatic team at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m really proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nCompleting both my bachelors and masters degrees alongside having a part-time job in digital marketing. It helped me figure out what I wanted to do once I finished University, whilst I was still there. Being a marketing assistant allowed me to explore my interests and discover the elements of marketing that I was enjoying the most. This then led to me gaining an interest in Paid Media and starting my career in Paid Social here at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nOutside of work you’ll often find me reading, mainly non-fiction history books, as well as supporting my local football team Leeds United. I’ve also recently begun learning guitar as a new hobby.\u003C\u002Fp>\n",[281],{"page":282,"link_text":285},{"ID":283,"post_author":16,"post_date":284,"post_date_gmt":284,"post_content":5,"post_title":285,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":286,"to_ping":5,"pinged":5,"post_modified":287,"post_modified_gmt":287,"post_content_filtered":5,"post_parent":288,"guid":289,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":290},316,"2021-01-06 16:32:37","Programmatic","programmatic","2025-04-08 07:20:24",169,"\u002F?page_id=316","\u002Fpaid-media\u002Fprogrammatic\u002F",{"ID":292,"id":292,"title":293,"filename":294,"filesize":295,"url":296,"link":297,"alt":5,"author":45,"description":5,"caption":5,"name":298,"status":47,"uploaded_to":23,"date":299,"modified":299,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":300},33329,"Jacob-Shaw","Jacob-Shaw.png",362986,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&q=90","\u002Fjacob-shaw-2\u002F","jacob-shaw-2","2025-05-29 11:57:39",{"thumbnail":301,"thumbnail-width":57,"thumbnail-height":57,"medium":302,"medium-width":59,"medium-height":60,"medium_large":303,"medium_large-width":62,"medium_large-height":63,"large":304,"large-width":65,"large-height":66,"1536x1536":305,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":306,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":307,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":308,"12_col-width":77,"12_col-height":78,"default_landscape":309,"default_landscape-width":80,"default_landscape-height":54,"default_portrait":310,"default_portrait-width":54,"default_portrait-height":80,"6_col_and_margin_short":311,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":312,"11_col_and_margin-width":84,"11_col_and_margin-height":78,"9_col_rectangle":313,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":314,"11_col-width":89,"11_col-height":78,"staff_image_696_600":315,"staff_image_696_600-width":53,"staff_image_696_600-height":54,"rectangular_thumbnail":316,"rectangular_thumbnail-width":92,"rectangular_thumbnail-height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"id":318,"path":319,"display_name":114,"job_title":320,"description":321,"avatar_url":115,"acf":322},131,"\u002Fabout\u002Four-team\u002Flaura-arens\u002F","Senior Client Performance Manager","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.",{"job_title":320,"full_bio":323,"specialist_service_links":324,"photo":335},"\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",[325],{"page":326,"link_text":329},{"ID":327,"post_author":16,"post_date":328,"post_date_gmt":328,"post_content":5,"post_title":329,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":330,"to_ping":5,"pinged":5,"post_modified":331,"post_modified_gmt":331,"post_content_filtered":5,"post_parent":332,"guid":333,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":334},108,"2020-12-16 14:36:55","Digital Marketing Strategy","strategy","2025-10-29 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Essentially an affiliate redirect on a link means there’s a redirect chain in place, the link often redirects through an affiliate platform before reaching the desired site. \u003C\u002Fp>\n\n\n\n\u003Cp>The redirect allows the affiliate platform to track the user through cookies, monitoring whether they end up going on to make a purchase and consequently dealing a commission to the publisher:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1634\" height=\"644\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Faffiliate-link-monitoring.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27489\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The issue from an organic marketing perspective lies in the goal of that link in the first place. It’s very likely that the purpose of building the link in question is to support a wider SEO strategy to increase search visibility. With a redirect chain now in place (through an affiliate scheme), the impact of that link is immediately diluted as it needs to pass through one site before it reaches its destination, losing link equity on its journey.\u003C\u002Fp>\n\n\n\n\u003Cp>What becomes a problem here for many teams is the conflicting investments within a marketing budget. Digital PR is often employed as part of a wider SEO strategy to help drive search impact and fulfil the much-needed authority pillar of SEO. Affiliate marketing is employed to open up more immediate revenue-driving streams, but can often – dependent on the publisher – work against the objectives of the SEO & DPR strategy, due to the redirects.\u003C\u002Fp>\n\n\n\n\u003Cp>Another issue within Digital PR, press and affiliates is the maturity and use of affiliate schemes. In my opinion, this is where the frustration around affiliate links should be directed, rather than toward the affiliate scheme specifically. \u003C\u002Fp>\n\n\n\n\u003Cp>Skimlinks, arguably the most prolific affiliate platform that Digital PRs come into contact with advises the use of ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fskimlinks.com\u002Fblog\u002Fhow-to-monetize-your-content-with-skimlinks-from-installation-to-turning-commerce-content-into-a-real-money-maker\u002F\">commerce content\u003C\u002Fa>’ which it splits into two categories. ’Timely’ & ‘Timeless’ content:\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\">\n\u003Ch2 class=\"wp-block-heading\" id=\"timely-content\">\u003Cstrong>Timely Content\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Is a trending opportunity. It can be focused around a product launch or linked to a limited-time discount, or a specific event like The World Cup. In an ideal world, it drives a high amount of conversions over a short period and is essentially disposable.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Ch2 class=\"wp-block-heading\" id=\"timeless-content\">Timeless Content\u003C\u002Fh2>\n\n\n\n\u003Cp>Can also be called “evergreen content”. These should be built around recurring events like Black Friday or Mother’s Day or items like jeans that never go out of style. They may not have the same high initial drive of conversions, but over the course of time should prove consistently valuable. Their lifetime value can also be extended by adding new links from time to time. It keeps the posts relevant in search engines and ensures people can always make a purchase when they land on your post.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>The concept of this works in principle, but in practice, affiliate redirects aren’t limited to these two types of content. Instead, we see affiliate links from participating publishers present in all links, no matter the type of content. Essentially meaning an expert comment, around say \u003Cem>‘sleeping in the heat’\u003C\u002Fem> when linked, will pass through an affiliate redirect. In this example, the content isn’t commerce-related, the destination link isn’t a product page and the reader has no intention to purchase. There’s seemingly a blanket affiliate rule applied to all links rather than strategic use by publishers, presumably in a bid to drive as much revenue via commission as possible. \u003C\u002Fp>\n\n\n\n\u003Cp>But, with the context and the bugbears in mind, there are ways to embrace an affiliate scheme so that the marketing budget and the services employed can work efficiently. \u003C\u002Fp>\n\n\n\n\u003Cp>Before that though, an understanding of the scheme, its impacts, and implications on other channels should be understood by all stakeholders, as well as immediate and high-priority objectives. This mutual understanding will make crafting a strategy that appeases all services much easier. \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Embracing the scheme through product-centric, commercial content\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The businesses opting to use an affiliate scheme are likely consumer e-commerce brands targeting a mainstream consumer audience. Affiliate schemes here can be lucrative (putting aside the bugbears mentioned previously) and will likely feature as part of the general consumer press (nationals, locals & lifestyle). This is where the brand’s customer is and so in theory it makes sense. For Digital PR, it means links in this press will largely be plagued by affiliate redirects (bugbears in mind).\u003C\u002Fp>\n\n\n\n\u003Cp>But, a Digital PR strategy here could be crafted to embrace affiliates, a win-win for the business (capturing revenue and customers with intent) and for the publications (a higher chance of achieving commission). The strategy in this area could weigh towards embracing products, product benefits, deals and offers, all while still maintaining expertise alongside.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Alongside this, broadening the reach of your content to target domains not part of the affiliate schemes\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>There are LOTS of links that can be achieved outside of affiliate-partnered press. Research here is important to establish which publishers \u003Cstrong>are not\u003C\u002Fstrong> within the schemes. The DPR strategy here likely calls for a campaign-led approach where your output is immediately opened up to new avenues publication\u002Fdomain-wise through various angles. Through these means, our strategy can also earn links that will better impact search from non-affiliate impacted domains. \u003C\u002Fp>\n\n\n\n\u003Cp>For some brands though, there is potentially a challenge here in terms of longevity of activity in wider domains outside of core consumer press. Ultimately this could mean coverage in publications that won’t resonate with their customer, something that would need managing from a wider brand & PR perspective with all objectives e.g. search, taken into account. \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>It’s important to understand where revenue comes from through affiliate partnerships \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>It’s important to understand the success and impact these schemes are having. For example, affiliate partnerships through voucher websites are highly lucrative and drive good levels of revenue. \u003C\u002Fp>\n\n\n\n\u003Cp>But, with the catch-all approach to affiliate linking by news publications and with a PR strategy not weighted towards product-centric coverage, there may not be much revenue driven here. In which case, opting out of that element of the scheme that impacts publishers would be fruitful given your site would benefit more so from a search perspective. \u003C\u002Fp>\n\n\n\n\u003Cp>However, I would recommend a test-and-learn approach here in terms of what revenue levels can be driven through news publishers with a product-centric approach to DPR. It’s also worth understanding from an SEO forecast, what impact revenue-wise, increased rankings can have and if this is enough to eclipse any affiliate-generated revenue from publishers – something which would also need forecasting based on data from your test. The process for managing affiliate partnerships on a site could look like the below:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1680\" height=\"926\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fmanaging-affiliates-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27490\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Affiliate schemes shouldn’t be the enemy of Digital PR teams and as with any other marketing channel, we should be finding ways to embrace and work alongside to ultimately drive business growth. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re struggling with integrating your Digital PR activity into a marketing strategy that includes affiliate marketing, then \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>!\u003C\u002Fp>\n",{"rendered":123,"protected":205},27486,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":610,"_yoast_wpseo_metadesc":5,"inline_featured_image":205,"footnotes":5},"Managing affiliate partnerships through your Digital PR strategy | Impression",[612],45,[],[218],[616,102,221,222,223,224,225,617],"post-27478","category-digital-pr",[],[],[621,622,623,624],{"path":179,"name":180},{"path":232,"name":233},{"path":131,"name":132},{"path":188,"name":122},"“Yes, there’s a link… Oh it’s an affiliate”. A likely phrase uttered by Digital PR teams as the redirect chain flags when investigating the linked page.  But why is an affiliate link within coverage a point of frustration? Essentially an affiliate redirect on a link means there’s a redirect chain in place, the link often 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well-researched digital PR strategy is essential to set your business up for success, and leveraging data can assist in establishing strong foundations.\u003C\u002Fp>\n\n\n\n\u003Cp>Putting together a long-term strategy can feel overwhelming; there is no one-size-fits-all approach in digital PR, however, by harnessing data you can ensure that you stay on the path for a relevant and compelling strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>Begin by identifying your business objectives. What do you want to achieve by the end of the strategy? Are you looking to improve brand awareness, increase website traffic, generate more leads, or increase rankings for a specific keyword? Your goals should be measurable and realistic, allowing you to steer your strategy with relevant campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>Once you’ve set clear goals it’s time to begin data research.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"audience-insights\">Audience Insights \u003C\u002Fh2>\n\n\n\n\u003Cp>One of the most valuable insights you can hold as a business is understanding your customer. You want to be privy to their behaviour including the websites they frequent, what they read, and the social media platforms they follow. By knowing this, you can create campaigns that resonate with them, resulting in better engagement and conversion rates.  \u003C\u002Fp>\n\n\n\n\u003Cp>You can find this data by using tools such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.similarweb.com\u002F\">SimilarWeb\u003C\u002Fa>. Take the Impression site for example; we can see that the top five industries searched by our visitors include: Online marketing, computers and technology, social networks, programming and developer software, and search engines. We are also able to identify that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fchat.openai.com\u002F\">ChatGPT\u003C\u002Fa> is among the most popular visited domains.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"558\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fsimilarweb-example-digital-pr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27389\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Using this data we can guide our internal digital PR strategy to include \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fsectors\u002Fb2b-marketing-agency\u002F\">b2b\u003C\u002Fa> content surrounding AI and technology. Whilst the ‘social’ steer of SimilarWeb suggests that Linkedin is the best platform for marketing our content, as 92% of Impression’s social traffic is driven through here – perfect if social impressions are your measurement goal! \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"your-competitor-profiles\">Your Competitor Profiles\u003C\u002Fh2>\n\n\n\n\u003Cp>Mapping your competitors is a great way to reveal gaps and weaknesses in your digital PR strategy. You can do this by conducting a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Flink-intersecting-for-digital-pr-a-source-of-inspiration\u002F\">link intersect\u003C\u002Fa> using a tool such as Ahrefs – in short a link intersect shows you where your competitors have backlinks and your business does not. \u003C\u002Fp>\n\n\n\n\u003Cp>By identifying these gaps it allows you to direct your strategy and make informed decisions on campaigns that are likely to land backlinks in these missing domains. This is key if one of your measurables is SEO-driven.\u003C\u002Fp>\n\n\n\n\u003Cp>Having a diverse and relevant backlink profile is a significant factor in search engine algorithms, and a link intersect can help you map out the different verticals you should go after in your strategy. We strongly recommend that you include both direct organic competitors and aspirational ones in your analysis, so you’re staying ahead of the game. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"keyword-analysis\">Keyword Analysis \u003C\u002Fh2>\n\n\n\n\u003Cp>Many aspects go into growing your business, and often multiple products that you want to promote – so, where do you start? If you haven’t got specific targets then keyword research can play a fundamental part in kicking off your strategy and deciding where to focus your digital PR efforts.\u003C\u002Fp>\n\n\n\n\u003Cp>Understanding the keywords relevant to your business allows you not only to optimise your content but also to identify the words and phrases potential customers use when searching for products or services in your offering. These are the keywords you want to target in your digital PR strategy to help direct more relevant traffic to your site – essential if your objectives are conversion or ROI.\u003C\u002Fp>\n\n\n\n\u003Cp>Keyword research can also help guide your strategy by sharing insights on topics and themes that are relevant to your audience, that we identified earlier on. With your newfound knowledge of your customer, you can match up their interests with your website’s keyword opportunity and create engaging campaigns that resonate with them.  \u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>If you would like further advice on your digital PR strategy then \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team, or visit our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR page\u003C\u002Fa> to learn more about the work we do.\u003C\u002Fp>\n",{"rendered":135,"protected":205},27391,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":800,"_yoast_wpseo_metadesc":801,"inline_featured_image":205,"footnotes":5},"How to use data to empower Digital PR strategies | Impression","A well-researched digital PR strategy is essential to set your business up for success, and leveraging data can assist 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and personalities of brands are tricky concepts to dissect and understand, especially when they need to be understood and translated into singular service-level activity. \u003C\u002Fp>\n\n\n\n\u003Cp>As PRs, we are being challenged more and more on the relevance and alignment of our activity with the values and personality of brands, and rightly so. This demand to tie into brand fundamentals isn’t just from our clients, but journalists and most importantly readers and consumers. \u003C\u002Fp>\n\n\n\n\u003Cp>Achieving coverage, links and driving search change isn’t as impactful if the campaign content that accompanies and contributes to those gains doesn’t marry up with the brand and what customers expect to see. \u003C\u002Fp>\n\n\n\n\u003Cp>We largely assume that most businesses should have a brand personality, identity and tone researched from day one, by conducting market research, establishing the target audience, and understanding the platforms they engage with daily. Most brands likely do have an established brand personality, and others may have built one naturally but haven’t consciously considered it as part of wider marketing output. \u003C\u002Fp>\n\n\n\n\u003Cp>For us, these essentials are just one part of a brand’s personality. The other element comes from perceptions and is part of a brand personality that is to some extent, dictated for you by the consumer, but one you can influence through comms and PR. \u003C\u002Fp>\n\n\n\n\u003Cp>Creating a rounded brand personality requires multiple channels all working in tandem to communicate the same themes and messaging. From a PR point-of-view specifically, there must be consistency across all comms and messaging. An authentic brand personality through PR is formed over time and should come naturally through consistency and expertise.\u003C\u002Fp>\n\n\n\n\u003Cp>To ensure ‘brand’ is a part of your PR strategy, your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> team should be able to answer: \u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>What are the values of the business in question?\u003C\u002Fli>\n\n\n\n\u003Cli>Who is the target customer and what do they care about?\u003C\u002Fli>\n\n\n\n\u003Cli>How do we incorporate all of this into our messaging and comms?\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>By answering these questions at the strategy setting stage, your PR team should be able to communicate core messaging of the business that ties into its values, to benefit its customers. This core messaging should acknowledge the target consumer and importantly,  it should add value. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, that value could be in education, and awareness or it could support causes that are important to the customer. Brand personality is more than just ‘not being boring’, it’s about being consistent, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fleveraging-the-power-of-expert-commentary-in-pr\u002F\">authoritative\u003C\u002Fa>, and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdata-to-inspire-your-digital-pr-ideation\u002F\">trustworthy\u003C\u002Fa>, knowing your customer and ensuring values are driven across all communication and content – this has to be an inherent part of all activity.\u003C\u002Fp>\n\n\n\n\u003Cp>For us at Impression, understanding brand personality, values, and focus was key in the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fmarmalade-dangerous-driving\u002F\">campaign we recently launched\u003C\u002Fa> for our client Marmalade, which you can read about here. Without incorporating all we understood about the brand from ideation through to implementation, the campaign wouldn’t have been a success or have had the impact it did on its key customers.\u003C\u002Fp>\n",{"rendered":145,"protected":205},26862,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":986,"_yoast_wpseo_metadesc":987,"inline_featured_image":205,"footnotes":5},"The crucial role of brand personalities and values in Digital PR | Impression","Creating a rounded brand personality requires multiple channels all working in tandem to communicate the same themes and messaging. Read 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addressLocality":533,"addressRegion":534,"postalCode":535,"addressCountry":536},[1118,1119,1120],{"@type":539,"name":540},{"@type":539,"name":542},{"@type":539,"name":536},{"@type":545,"@id":546,"name":4,"image":1122,"description":6,"sameAs":1123,"url":194},{"@type":452,"inLanguage":441,"@id":548,"url":8,"contentUrl":8,"caption":4},[190],{"self":1125,"collection":1130,"about":1132,"author":1134,"replies":1136,"version-history":1139,"predecessor-version":1142,"wp:featuredmedia":1146,"wp:attachment":1149,"wp:term":1152,"curies":1159},[1126],{"href":1127,"targetHints":1128},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F26854",{"allow":1129},[556,557,558,559,560],[1131],{"href":563},[1133],{"href":566},[1135],{"embeddable":97,"href":569},[1137],{"embeddable":97,"href":1138},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=26854",[1140],{"count":107,"href":1141},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F26854\u002Frevisions",[1143],{"id":1144,"href":1145},26975,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F26854\u002Frevisions\u002F26975",[1147],{"embeddable":97,"href":1148},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F26862",[1150],{"href":1151},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=26854",[1153,1155,1157],{"taxonomy":588,"embeddable":97,"href":1154},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=26854",{"taxonomy":591,"embeddable":97,"href":1156},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=26854",{"taxonomy":174,"embeddable":97,"href":1158},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=26854",[1160],{"name":597,"href":598,"templated":97},{"id":1162,"date":1163,"date_gmt":1163,"guid":1164,"modified":157,"modified_gmt":157,"slug":1166,"status":19,"type":102,"link":156,"title":1167,"content":1168,"excerpt":1170,"author":207,"featured_media":1171,"comment_status":20,"ping_status":20,"sticky":205,"template":5,"format":209,"meta":1172,"categories":1174,"collections":1175,"coauthors":1176,"class_list":1177,"acf":1179,"head_links":1180,"breadcrumbs":1181,"url_path":156,"search_description":1186,"featured_image_urls":1187,"authors":1219,"type_nicename":371,"reading_minutes":158,"category":1229,"yoast_title":1173,"yoast_meta":1231,"yoast_json_ld":1258,"_links":1309},25957,"2023-11-20T17:30:34",{"rendered":1165},"\u002F?p=25957","winning-digital-pr-buy-in",{"rendered":154},{"rendered":1169,"protected":205},"\n\u003Cp>Digital PR is a powerful tool to have in your marketing mix, with it embracing all of the core fundamentals and brand-building benefits of traditional PR, it leverages output to drive impact to your website. \u003C\u002Fp>\n\n\n\n\u003Cp>But, it isn’t a direct revenue driver, as we see in paid channels and it is a long-term commitment. Being a necessary cog in a holistic organic strategy, it makes vital contributions to organic search performance alongside supporting on-page tech and content work – all in harmony to produce your organic ROI, it’s here where the pound-for-pound return of Digital PR can be attributed. \u003C\u002Fp>\n\n\n\n\u003Cp>It can also be a challenge to measure, as has been the case for PR generally speaking for years gone by – measurement here is a very different conversation to ROI. Measures of success in PR strategies can differ across the board, with some chosen methods not so conducive to search and business impact or brand. \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>But with so much disparity here and with the channel being a vital element of a successful organic and brand strategy, how do marketing teams sell it into the wider business to drive engagement?\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>To shed some light, we spoke to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> professionals leading the strategies internally as part of broader marketing teams to get their take, often reporting directly to the C-suite and having to engage internal teams to feed into activity. What is their advice for engaging your wider business in a PR investment?\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"engaging-stakeholders-in-pr-activity\">\u003Cstrong>Engaging stakeholders in PR activity\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Understanding what good looks like to stakeholders is a good place to start, explains Rachel Fernie, Digital PR Manager at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hillarys.co.uk\u002F\">Hillarys\u003C\u002Fa>…\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Frachel-fernie-hilarys.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25969\" width=\"160\" height=\"160\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Frachel-fernie-5a1031b9\u002F\">Rachel Fernie\u003C\u002Fa>, \u003Cbr>Digital PR Manager, Hillarys\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>“In an ever-evolving and fast-moving landscape where consumers want to validate their purchase decision-making more than ever, PR is going to make all the difference. It’s one of the most flexible and responsive channels within a business and a PR strategy can adapt according to key business needs and objectives, but understandably it can sometimes be tricky to get the rest of the business engaged in your activity.   \u003C\u002Fp>\n\n\n\n\u003Cp>One of the ways to gain wider buy-in is to present PR differently to your key stakeholders or senior management with a focus on tangible results rather than tactics. Getting stakeholders engaged early in your planning process by asking for their input and listening to any concerns will make them feel heard and ultimately increase their support for any initiatives.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>The sentiment of understanding your stakeholders, such as what they care about and feeding this into how work is reported is echoed by Emma Lumley, PR Manager at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.trustedhousesitters.com\u002F\">TrustedHousesitters\u003C\u002Fa>…\u003C\u002Fp>\n\n\n\n \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%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Femma-lumbly-digital-pr.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25980\" width=\"160\" height=\"160\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Femma-lumley\u002F\">Emma Lumley\u003C\u002Fa>,\u003Cbr>PR Manager at TrustedHousesitters\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\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\u003Cp>“If the wider business goals are communicated effectively to all channels, then ideation which aligns to these should come naturally. In my case, this includes knowing the customer personas inside out, any geographical specifics and what internal resource is required for support. \u003C\u002Fp>\n\n\n\n\u003Cp>Regular team catch-ups and company-wide updates enable the PR team to share the progress of new initiatives and celebrate successes to the global team, with freedom to explain why certain results may mean so much, in that we tie coverage and activity into updates the whole company cares about. For example, positive revenue updates, other teams surpassing quarterly targets and new, customer-facing launches. This rightly credits PR with feeding into those successes, but allows others to make that connection as well, including those in the c-suite, further supporting the value the channel brings.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"involving-the-wider-business-in-the-strategy\">\u003Cstrong>Involving the wider business in the strategy \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>It’s important to establish the best way of working with and including all parties outside of marketing, early on in a PR strategy, explains Emma…\u003C\u002Fp>\n\n\n\n \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%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Femma-lumbly-digital-pr.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25980\" width=\"160\" height=\"160\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Femma-lumley\u002F\">Emma Lumley\u003C\u002Fa>,\u003Cbr>PR Manager at TrustedHousesitters\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\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\u003Cp>“When working with other teams, we need to outline exactly why we’re leaning on them from the start, not just putting in a request without any context, and then confirming the granular details such as timelines and deadlines, as well as respecting each others’ workloads and priorities. \u003C\u002Fp>\n\n\n\n\u003Cp>If appropriate, it’s also a nice consideration to share the ‘end product’ of what they assisted with, if this is something that they may not be naturally exposed to. Whether that’s some newly-sourced data which has led to a story achieving amazing coverage or a landing page for PR outreach being turned around quickly. Celebrating the wins from wider team buy-in will contribute to improving the understanding and communication of PR within an organisation.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Rachel explains that you can involve your wider business by celebrating stakeholders’ expertise…\u003C\u002Fp>\n\n\n\n \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%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Frachel-fernie-hilarys.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25969\" width=\"160\" height=\"160\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Frachel-fernie-5a1031b9\u002F\">Rachel Fernie\u003C\u002Fa>, \u003Cbr>Digital PR Manager, Hillarys\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\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\u003Cp>“A way to get other colleagues excited about PR is to involve them! There will be experts in every corner of your business and PR provides a platform for their expertise to be heard in a range of high-calibre media outlets.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Digital PR is a vital component and if worked correctly as part of an all-encompassing marketing strategy, we see that it can be the lynchpin between multiple services and can show real value throughout your business. \u003C\u002Fp>\n\n\n\n\u003Cp>With this insight into getting wider business buy-in and if you’re interested in knowing more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> or want to implement it as a tactic within your business, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch here\u003C\u002Fa>!\u003C\u002Fp>\n\n\n\n\u003Cp>Follow our contributors to hear more from them on LinkedIn here: \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 is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Frachel-fernie-hilarys.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25969\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Frachel-fernie-5a1031b9\u002F\">Rachel Fernie\u003C\u002Fa>, Digital PR Manager, Hillarys\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 is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Femma-lumbly-digital-pr.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25980\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Femma-lumley\u002F\">Emma Lumley\u003C\u002Fa>, PR Manager at TrustedHousesitters\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n",{"rendered":155,"protected":205},25996,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1173,"_yoast_wpseo_metadesc":5,"inline_featured_image":205,"footnotes":5},"Captivating stakeholders: Winning Digital PR buy-in from C-suite | Impression",[612],[],[218],[1178,102,221,222,223,224,225,617],"post-25957",[],[],[1182,1183,1184,1185],{"path":179,"name":180},{"path":232,"name":233},{"path":131,"name":132},{"path":188,"name":154},"Digital PR is a powerful tool to have in your marketing mix, with it embracing all of the core fundamentals and brand-building benefits of traditional PR, it leverages output to drive impact to your website.  But, it isn’t a direct revenue driver, as we see in paid channels and it is a long-term commitment. Being 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you’re having a strategy refresh, or are looking to try your hand at creating your first (or next) digital PR campaign, it’s essential to invest time in validating your ideas.\u003C\u002Fp>\n\n\n\n\u003Cp>The ideation process comes differently to everyone, and there’s no right or wrong way of tackling it. You can spend time researching topics independently, or collaborate with your wider PR team in a brainstorming session. Whatever way you choose to ideate, we’ve created an idea validation process to help you determine whether your PR idea is worth developing.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-idea-validation\">\u003Cstrong>What is idea validation? \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Idea validation is the process of gathering data to determine whether an idea, in this case, a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa> campaign, is worth producing. Although it’s impossible to know for certain whether a campaign is going to be a huge success, an idea should always be validated before investing time and resources into developing it to avoid any obstacles or delays. \u003C\u002Fp>\n\n\n\n\u003Cp>During the initial stages of ideation, it’s common to have a shared document filled with notes, thoughts and rough ideas. However, only a small amount of those ideas will be worth executing into a fully-fledged campaign.\u003C\u002Fp>\n\n\n\n\u003Cp>Similarly, it can also be easy to fall in love with an idea or hang onto the want of producing a campaign that in hindsight, may not have outreach potential. By introducing idea validation it exposes the campaign to realistic scrutiny and assesses its chances of succeeding by considering: competitor research, relevancy and the methodology.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-validate-your-campaigns-ideas\">\u003Cstrong>How to validate your campaigns ideas\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-research-your-topic\">1. \u003Cstrong>Research your topic\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s unlikely that a campaign idea has never been explored or written about before, but that doesn’t mean that it doesn’t have value. A quick and easy way to find out is by searching for relevant keywords on Google. This way you can find out if your idea has been covered extensively, and when.\u003C\u002Fp>\n\n\n\n\u003Cp>If the idea has been covered a lot, then can you top it? What new piece of data has since been released that you can add to your idea to improve it? This could be government data, Freedom of Information (FOI) requests or expert commentary. Find a way to spin that same story into a bigger and better news piece.\u003C\u002Fp>\n\n\n\n\u003Cp>You can also use similarly published campaign ideas to your advantage. Using a tool such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002F\">Ahrefs\u003C\u002Fa>, you can research whether the previous campaign was successful, how many backlinks it gained and from which domains. Take note and add those same journalists to your media list.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fvalidating-your-digital-pr-campaign-ideas-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24171\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-ask-your-team-and-other-people-in-the-business\">2. \u003Cstrong>Ask your team and other people in the business \u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>When you’re in love with a campaign idea it’s easy to be blindsided by whether it holds potential. Often, you can convince yourself it will work simply because you want it to. Instead, ask your team or experts on the topic within your company for their honest opinion.\u003C\u002Fp>\n\n\n\n\u003Cp>Do they find it interesting? Would they click on the article if it popped up on their timeline? Can they pick it apart? \u003C\u002Fp>\n\n\n\n\u003Cp>There’s also no need to feel rude or awkward when giving feedback to your colleagues or hearing the feedback. A journalist will only ask the same questions so better to tie up any loose ends now.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-determine-its-relevance\">3. \u003Cstrong>Determine its relevance\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>An important part of validating an idea is determining when is the most relevant time to produce and publish it. Think about why your idea is relevant now, or if it’s still going to be relevant at the time the campaign goes live. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdata-to-inspire-your-digital-pr-ideation\u002F\">Data-led campaigns\u003C\u002Fa> such as those using public datasets tend to have a minimum annual update, others quarterly. If your campaign idea falls within this remit, then research when the last report was published and aim to produce your campaign the same week the report is updated. You may find that it could be worth waiting an extra month and producing this campaign later on down the line.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-write-three-headlines\">4. \u003Cstrong>Write three headlines\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>A great way to validate your ideas is by identifying at least three headlines and angles, as well as publications that would be interested in covering your campaign. At Impression, we use an in-house ‘campaign map’ that helps us to structure and break down all possible angles for a campaign.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re struggling to think of how your campaign idea can be stretched across verticals, then perhaps it’s better kept as a reactive.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"5-can-you-make-it-regional\">\u003Cstrong>5. Can you make it regional?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Although not essential, a campaign idea with regional scopes holds so much potential for extra coverage, especially when you can break the data down by postcode or local authority.  \u003C\u002Fp>\n\n\n\n\u003Cp>We conducted a study for National Scrap Car to find out where in the UK has \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fnationalscrapcar.co.uk\u002Fblog\u002Fuks-biggest-car-graveyards\u002F\">the biggest car graveyards\u003C\u002Fa>, determined by the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fnationalscrapcar.co.uk\u002Fprices\u002Fscrap-value\u002F\">scrap value\u003C\u002Fa> of SORN cars. This campaign allowed us to create regional rankings by town and secured backlinks in a variety of regional publications including Belfast Live, Suffolk News and Lincolnshire Live.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fvalidating-your-digital-pr-campaign-ideas-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24172\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"6-methodology\">6. \u003Cstrong>Methodology\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Lastly, the most important step to consider when validating an idea is knowing where you’re sourcing your methodology from. A data-led campaign is only as strong as its methodology, so do your research and explore every possible way you can make your idea happen.\u003C\u002Fp>\n\n\n\n\u003Cp>Consider the resources available to you in particular if you need web-scraping. Not all websites can be easily scraped, whilst others are black-listed. Speak to the relevant data analyst in your team if you’re planning on seeking support for producing the campaign. If you don’t have a data analyst in your team, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fonline-pr-show-data-for-dpr\u002F\">here are a few neat, quick data analysis tips you can use for your next data-driven campaign\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Methodology doesn’t stop at data-led campaigns either. For visual campaigns, speak to your designers to find out more about their capabilities, as well as what visuals they think would best suit your company’s tone of voice. \u003C\u002Fp>\n\n\n\n\u003Cp>Putting together a strong methodology is the most time-consuming part of validating an idea, but once you’ve nailed it down it’s smooth sailing for the production of your campaign. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"key-takeaways\">\u003Cstrong>Key Takeaways\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>There’s no right or wrong way to ideate, and everybody does it differently.\u003C\u002Fli>\n\n\n\n\u003Cli>Always run your campaign ideas through a validation process to help determine whether it’s worth developing.\u003C\u002Fli>\n\n\n\n\u003Cli>Idea validation exposes it to the practicality of the real world and helps avoid any scrutiny or questions that a journalist may ask later on.\u003C\u002Fli>\n\n\n\n\u003Cli>Identify three headlines and publications that your campaign will be relevant for.\u003C\u002Fli>\n\n\n\n\u003Cli>Having a strong methodology is the most important part of validating an idea.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Want to bring your next creative campaign to life and drive high-quality backlinks to your site? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch \u003C\u002Fa>with our digital PR team for more details. For additional tips and advice on how you can get the most out of your digital PR, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F\">check out our blogs\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":165,"protected":205},24176,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1358,"_yoast_wpseo_metadesc":5,"inline_featured_image":205,"footnotes":5},"How to validate your campaign ideas in digital PR | Impression",[612],[],[218],[1363,102,221,222,223,224,225,617],"post-24164",[],[],[1367,1368,1369,1370],{"path":179,"name":180},{"path":232,"name":233},{"path":131,"name":132},{"path":188,"name":164},"Whether you’re having a strategy refresh, or are looking to try your hand at creating your first (or next) digital PR campaign, it’s essential to invest time in validating your ideas. The ideation process comes differently to everyone, and there’s no right or wrong way of tackling it. You can spend time researching topics independently, 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