[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Frebecca-edwards":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":185,"head_links":186,"breadcrumbs":173,"posts":190,"pages":168,"head":1546},"Rebecca Edwards","","I'm an Account Director at Impression who helps clients create and deliver multi-channel strategies and advises them on the best decisions and tactics to help their business grow. I'm a big documentary binger who loves to try out new cooking recipes in my free time.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":30,"page_content_modules":86,"hero":169},"Account Director ","\u003Cp>Account Director. Joined Impression in January 2023 .\u003C\u002Fp>\n\u003Cp>I’ve been working in the marketing industry for 7+ years and in that time I’ve worked both agency and in-house. Agency side, I’ve had varied digital marketing experience, from starting out as a digital copywriter to being the head of digital marketing, overseeing a team of marketing specialists for a range of B2C and B2B clients.\u003C\u002Fp>\n\u003Cp>I’ve been lucky to have worked on channel-specific projects such as SEO, PPC, email, social, web and print projects but more recently I’ve been specialising in digital strategy, audits and campaign plans.\u003C\u002Fp>\n\u003Cp>I’ll be working with clients to create and deliver their multi-channel strategies, understanding and consulting on the best decisions and tactics to grow their business. This includes working with the solutions team to gather data and turn trends and insights into actionable plans.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003C\u002Fb>\u003Cbr \u002F>\nMy gingerbread and butter pudding – Nigella eat your heart out! Or, (more seriously) buying my first property by myself.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003C\u002Fb>\u003Cbr \u002F>\nGoing to new places, reading, trying new recipes, binging a good documentary, getting crafty, but most likely eating and drinking!\u003C\u002Fp>\n",[13],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},108,"98","2020-12-16 14:36:55","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":47},33336,"Rebecca-Edwards","Rebecca-Edwards.png",436411,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&q=90","\u002Frebecca-edwards-4\u002F","12","rebecca-edwards-4","inherit","2025-05-29 12:02:48","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[87],{"acf_fc_layout":88,"reduced":89,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":90,"posts":91},"author_posts",true,"Rebecca Edwards’ posts",{"data":92,"pages":168},[93,107,117,129,142,155],{"type_key":94,"title":95,"excerpt":96,"to":97,"postedAt":98,"readingTime":99,"image":100,"authors":101,"category":104},"post","The Future of Nonprofits: Key trends and marketing tactics for charities","\u003Cp>2025 has navigated a complex landscape for the charity sector. While experiencing growth, it grapples with increasing demand and limited resources, facing a “triple threat” to sustainability that encompasses financial strain, operational challenges leading to workforce exhaustion, and a critical gap in trust and visibility of impact, a shift towards local giving, and evolving consumer […]\u003C\u002Fp>\n","\u002Fblog\u002Fcharity-marketing-trends\u002F","2025-11-05T12:33:14",21,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fgetty-images-x_mAqjO2mXo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[102],{"name":4,"image":103},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":105,"name":106},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":94,"title":108,"excerpt":109,"to":110,"postedAt":111,"readingTime":112,"image":113,"authors":114,"category":116},"The future of Travel & Tourism: Key industry trends","\u003Cp>Travel industry trends are being shaped by rapidly evolving consumer expectations, digital innovation, and a growing demand for more meaningful, sustainable trips. From immersive cultural experiences and climate-conscious travel choices to the continued rise of flexible, remote work-enabled itineraries, travellers are no longer settling for one-size-fits-all experiences We’ve seen how travel brands are shifting their […]\u003C\u002Fp>\n","\u002Fblog\u002Ftravel-industry-trends\u002F","2025-09-25T09:20:01",22,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fgetty-images-olsYQkcRd5w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[115],{"name":4,"image":103},{"to":105,"name":106},{"type_key":94,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":122,"image":123,"authors":124,"category":126},"SEO & PPC: The differences & how they work together","\u003Cp>SEO and PPC are often the bread and butter of many marketing strategies. Why? Because we, as consumers, heavily rely on search engines. Understanding the difference between the two is central to a holistic approach to search marketing. Search advertising accounts for around 42% of digital marketing revenue globally each year – and Google alone […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-ppc-differences-and-integration\u002F","2025-07-31T10:30:03",24,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fmatteo-vistocco-Dph00R2SwFo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[125],{"name":4,"image":103},{"to":127,"name":128},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":94,"title":130,"excerpt":131,"to":132,"postedAt":133,"readingTime":134,"image":135,"authors":136,"category":141},"Impression Picks – Digital marketing roundup for October 2023","\u003Cp>Welcome to October’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Strategy Director, Claire Elsworth, Senior […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-for-october-2023\u002F","2023-11-22T11:55:58",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137,138],{"name":4,"image":103},{"name":139,"image":140},"Team Impression","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":105,"name":106},{"type_key":94,"title":143,"excerpt":144,"to":145,"postedAt":146,"readingTime":147,"image":148,"authors":149,"category":154},"Impression Picks – Digital marketing roundup for August 2023","\u003Cp>Welcome to August’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Head of Behavioural Science, Michael […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-for-august-2023\u002F","2025-03-13T15:30:38",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[150,151],{"name":4,"image":103},{"name":152,"image":153},"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",{"to":105,"name":106},{"type_key":94,"title":156,"excerpt":157,"to":158,"postedAt":159,"readingTime":160,"image":161,"authors":162,"category":167},"Impression Picks – Digital marketing roundup for June 2023","\u003Cp>Welcome to June’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Senior Digital Strategists, Rebecca Edwards […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-for-june-2023\u002F","2025-06-19T13:59:07",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fmatthew-kwong-rQRKEu9HnZo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=106%2C0%2C1600%2C1600&w=640",[163,164],{"name":4,"image":103},{"name":165,"image":166},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":105,"name":106},"2",{"type":170,"style":171,"title":172,"heading":4,"intro":11,"services":12,"breadcrumbs":173,"photo":48,"social":185},"author","dark","Meet the Team",[174,177,180,183],{"path":175,"name":176},"\u002F","Home",{"path":178,"name":179},"\u002Fabout\u002F","About Us",{"path":181,"name":182},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":184,"name":4},null,{"twitter":5,"linkedin":5},[187],{"rel":188,"href":189},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Frebecca-edwards\u002F",[191,512,697,890,1107,1327],{"id":192,"date":193,"date_gmt":193,"guid":194,"modified":98,"modified_gmt":98,"slug":196,"status":19,"type":94,"link":97,"title":197,"content":198,"excerpt":201,"author":202,"featured_media":203,"comment_status":20,"ping_status":20,"sticky":200,"template":5,"format":204,"meta":205,"categories":208,"collections":211,"coauthors":212,"class_list":214,"acf":223,"head_links":224,"breadcrumbs":225,"url_path":97,"search_description":207,"featured_image_urls":232,"authors":267,"type_nicename":276,"reading_minutes":99,"category":277,"yoast_title":206,"yoast_meta":282,"yoast_json_ld":336,"_links":462},35187,"2025-10-30T11:22:22",{"rendered":195},"\u002F?p=35187","charity-marketing-trends",{"rendered":95},{"rendered":199,"protected":200},"\n\u003Cp>2025 has navigated a complex landscape for the charity sector. While experiencing growth, it grapples with increasing demand and limited resources, facing a “triple threat” to sustainability that encompasses financial strain, operational challenges leading to workforce exhaustion, and a critical gap in trust and visibility of impact, a shift towards local giving, and evolving consumer behaviours driven by digital engagement. \u003C\u002Fp>\n\n\n\n\u003Cp>To thrive, charities must strategically embrace transparency, optimise digital engagement, cultivate donor loyalty, and refine their measurement approaches. \u003C\u002Fp>\n\n\n\n\u003Cp>In this article, we will take you through the key pressures, challenges, opportunities and marketing tactics that organisations within the third sector must endure and try to continue their growth journey.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-global-charity-landscape-navigating-paradoxical-pressures\">The global charity landscape: Navigating paradoxical pressures\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#sector-resilience-growth-in-the-face-of-adversity\">Sector resilience: Growth in the face of adversity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-demand-resource-tension-a-global-crisis-point\">The demand-resource tension: A global crisis point\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#key-challenges-the-triple-threat-to-sustainability\">Key challenges: The triple threat to sustainability\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-financial-sustainability-crisis-the-unrestricted-fund-deficit\">The financial sustainability crisis: The unrestricted fund deficit\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#operational-strain-and-workforce-exhaustion\">Operational strain and workforce exhaustion\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-trust-and-impact-visibility-gap\">The trust and impact visibility gap\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#latest-movers-and-shakers-the-decolonisation-imperative\">Latest movers and shakers: The Decolonisation Imperative\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#shifting-power-dynamics-from-charity-to-solidarity\">Shifting power dynamics: From charity to solidarity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-dominance-of-local-giving\">The dominance of local giving\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#consumer-behaviour-2025-drivers-of-global-generosity\">Consumer behaviour 2025: Drivers of global generosity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-global-giver-profile-participation-methods-and-local-bias\">The global giver profile: Participation, methods, and local bias\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-role-of-social-pressure-in-giving\">The role of social pressure in giving\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#generational-giving-engaging-digital-natives\">Generational giving: Engaging digital natives\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#top-trends-technological-strategic-shifts\">Top trends: Technological & strategic shifts\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-ai-mandate-efficiency-personalisation-and-ethical-governance\">The AI mandate: Efficiency, personalisation, and ethical governance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#web3-crypto-and-decentralised-philanthropy\">Web3, crypto, and decentralised philanthropy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#content-and-seo-in-the-age-of-ai-sge-adaptation\">Content and SEO in the age of AI (SGE adaptation)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#evolving-marketing-tactics-a-strategic-response-framework\">Evolving marketing tactics: A strategic response framework\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#prioritising-transparency-and-trust-building\">Prioritising transparency and trust building\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#optimising-the-digital-acquisition-and-conversion-funnel\">Optimising the digital acquisition and conversion funnel\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#advanced-donor-cultivation-and-loyalty-strategies\">Advanced donor cultivation and loyalty strategies\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#maturing-the-measurement-approach\">Maturing the measurement approach\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#case-studies-in-effective-charitable-marketing\">Case Studies in effective charitable marketing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#transparency-and-trust-wwf\">Transparency and trust (WWF)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#decolonised-storytelling-comic-relief\">Decolonised storytelling (Comic Relief)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#content-and-brand-identity-charity-water-ed-sheeran-foundation\">Content and brand identity (Charity: Water & Ed Sheeran Foundation)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#ai-for-loyalty-golden-greenpeace\">AI for loyalty (Golden & Greenpeace)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#continue-your-journey-with-impression\">Continue your journey with Impression\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27526\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-global-charity-landscape-navigating-paradoxical-pressures\">\u003Cstrong>The global charity landscape: Navigating paradoxical pressures\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In a time where many consumers are concerned not only about the state of their financial outlook, but also what is happening in the world around them, the charity sector is facing some of its biggest challenges to date. \u003C\u002Fp>\n\n\n\n\u003Cp>Summarised as a landscape of resilience and rapid growth, yet also marked by a widening gap between rising demand and limited resources, means organisations need to find ways to respond to the challenges they face in order to survive.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"sector-resilience-growth-in-the-face-of-adversity\">Sector resilience: Growth in the face of adversity\u003C\u002Fh3>\n\n\n\n\u003Cp>Despite the known challenges, the charity sector’s underlying health remains strong, supported by a long-term trend of steady global growth. \u003C\u002Fp>\n\n\n\n\u003Cp>Data from the UK Charity Commission highlights this momentum, with a record 9,840 registration applications processed in the 2024–25 financial year — a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcharitycommission.blog.gov.uk\u002F2025\u002F08\u002F26\u002Fan-evolving-charity-sector\u002F#:~:text=We%20currently%20have%20around%20170%2C000,Charities%20exceeding%20applications%20for%20removal\">9%\u003C\u002Fa>  increase compared to the previous year. This surge reflects society’s continued need for formal charitable structures and showcases the sector’s entrepreneurial drive.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite ongoing economic uncertainty, high-net-worth individuals (HNWIs) continue to be a reliable and influential funding source. The wealthy are not only building their assets but actively donating them, mirroring global philanthropic trends. In the UK, the wealthiest 0.01% of the population donated nearly \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Faltrata.com\u002Fthe-2025-philanthropy-landscape\">£8 billion\u003C\u002Fa> in 2023, underscoring the strategic potential of legacy and asset-based giving programmes.\u003C\u002Fp>\n\n\n\n\u003Cp>The sector’s strength confirms its capacity for growth, yet this very success intensifies competition for funding, a challenge already recognised by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.worldgivingreport.org\u002Fcharity-insights\">32%\u003C\u002Fa> of charities as a major concern.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-demand-resource-tension-a-global-crisis-point\">The demand-resource tension: A global crisis point\u003C\u002Fh3>\n\n\n\n\u003Cp>The defining strategic challenge for 2025 is the growing gap between organisational capacity and community need. An alarming \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.cafonline.org\u002Fhome\u002Fabout-us\u002Fpress-office\u002Fdemand-for-charitable-services-has-increased-around-the-world#:~:text=Charities%20around%20the%20world%20say,particularly%20for%20humanitarian%20aid%20organisations\">78%\u003C\u002Fa> of charities worldwide report an increase in demand for their services over the past year, with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.cafonline.org\u002Fhome\u002Fabout-us\u002Fpress-office\u002Fdemand-for-charitable-services-has-increased-around-the-world#:~:text=Charities%20around%20the%20world%20say,particularly%20for%20humanitarian%20aid%20organisations\">47%\u003C\u002Fa> describing this rise as significant.\u003C\u002Fp>\n\n\n\n\u003Cp>This surge is not incidental. Charities cite persistent economic hardship, ongoing social crises, and, most critically, the structural withdrawal of public services as key drivers. These factors indicate that the sector is not managing a short-term spike; it is confronting a sustained escalation in need.\u003C\u002Fp>\n\n\n\n\u003Cp>A majority (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.cafonline.org\u002Fhome\u002Fabout-us\u002Fpress-office\u002Fdemand-for-charitable-services-has-increased-around-the-world#:~:text=Charities%20around%20the%20world%20say,particularly%20for%20humanitarian%20aid%20organisations\">83%\u003C\u002Fa>) of charity leaders expect demand to keep rising over the next year, a figure that climbs to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.cafonline.org\u002Fhome\u002Fabout-us\u002Fpress-office\u002Fdemand-for-charitable-services-has-increased-around-the-world#:~:text=Charities%20around%20the%20world%20say,particularly%20for%20humanitarian%20aid%20organisations\">90%\u003C\u002Fa> among humanitarian organisations in lower-income countries. This sustained strain is pushing the sector to a chronic pressure point.\u003C\u002Fp>\n\n\n\n\u003Cp>As public systems retract, charities are increasingly required to fill essential service gaps once managed by the state. This evolution transforms them from supplementary support providers into core pillars of community infrastructure.\u003C\u002Fp>\n\n\n\n\u003Cp>In this context, short-term crisis appeals are no longer sufficient. Effective communications must position organisations as permanent, foundational service providers, making the case for flexible, unrestricted funding that strengthens long-term capacity, not just restricted project-based grants.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"key-challenges-the-triple-threat-to-sustainability\">\u003Cstrong>Key challenges: The triple threat to sustainability\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To navigate the coming years successfully, marketing leaders must first understand the core operational constraints that threaten long-term sustainability. These challenges are interconnected, creating a self-reinforcing cycle of limitation.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-financial-sustainability-crisis-the-unrestricted-fund-deficit\">\u003Cstrong>The financial sustainability crisis: The unrestricted fund deficit\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Financial sustainability remains the most pressing concern, cited by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.worldgivingreport.org\u002Fcharity-insights\">62%\u003C\u002Fa> of charities. This strain is intensified by a global funding imbalance:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Charities in high-income countries benefit from an average of\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.worldgivingreport.org\u002Fcharity-insights\"> 4.1\u003C\u002Fa> funding sources, often with stronger corporate and government support.\u003C\u002Fli>\n\n\n\n\u003Cli>In contrast, organisations in lower-income countries average only\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.worldgivingreport.org\u002Fcharity-insights\"> 3.4\u003C\u002Fa> sources.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The disparity deepens when examining the nature of income. Only 28% of income in lower-income countries is unrestricted, compared to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.worldgivingreport.org\u002Fcharity-insights\">40%\u003C\u002Fa> in higher-income contexts. This heavy dependence on restricted funding (up to 72% in some cases) limits agility, innovation, and strategic investment.\u003C\u002Fp>\n\n\n\n\u003Cp>As a result, many organisations are confined to running donor-funded projects while underinvesting in core infrastructure like administration, technology, and staff development—a dynamic widely recognised as the “\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Flodestar.asu.edu\u002Fblog\u002F2019\u002F07\u002Fwhat-impact-restricting-donations-and-how-does-nonprofit-find-balance\">nonprofit starvation cycle\u003C\u002Fa>.” Without sufficient coverage of essential costs, long-term \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcarleton.ca\u002Fcicp-pcpob\u002F2024\u002Fbeyond-survival-the-impact-of-unrestricted-funding-on-charities-sustainability\u002F\">sustainability\u003C\u002Fa> and impact are undermined.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"operational-strain-and-workforce-exhaustion\">\u003Cstrong>Operational strain and workforce exhaustion\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Operational pressures continue to mount, with\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.worldgivingreport.org\u002Fcharity-insights\"> 66%\u003C\u002Fa> of charities reporting significant internal challenges. Rising costs (29%) and difficulty in maintaining strong teams (24%) are the leading causes. This strain is compounded by a sector-wide staffing crisis:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Nearly one in four charities has already reduced services and cannot cut further.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.cafonline.org\u002Fservices-for-charities\u002Fresources\u002Fkey-challenges-and-opportunities-facing-the-charity-sector#:~:text=The%20VSCE%20Sector%20Barometer%20shows,over%20winter%20months%20in%202022\">36%\u003C\u002Fa> face recruitment challenges, leaving the remaining staff with heavier workloads.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Escalating inflation and minimum wage increases are further tightening \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.rsmuk.com\u002Fnews\u002Fcharities-must-adapt-to-thrive-in-2025\">budgets\u003C\u002Fa>, forcing difficult decisions around staffing, service delivery, or even mergers and closures. For marketing teams, this reality must be communicated clearly. Competitive pay, professional development, and reliable infrastructure are mission-critical expenses, not optional overheads. Strategic communication should also humanise the workforce, connecting donor empathy directly to operational resilience and long-term impact.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-trust-and-impact-visibility-gap\">\u003Cstrong>The trust and impact visibility gap\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>External engagement remains another critical challenge. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.worldgivingreport.org\u002Fcharity-insights\">24%\u003C\u002Fa> of charities struggle to raise awareness of their work, and 9% face difficulty building public trust. Measuring and demonstrating impact is also a key issue for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.worldgivingreport.org\u002Fcharity-insights\">23%\u003C\u002Fa> of organisations, yet  \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.worldgivingreport.org\u002Fcharity-insights\">35%\u003C\u002Fa> of donors say they would give more if they better understood a charity’s results and impact.\u003C\u002Fp>\n\n\n\n\u003Cp>In today’s landscape of information overload, misinformation, and cyber risks, simple honesty no longer suffices; \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.trueambassadors.org.uk\u002Ffuture-of-charity\u002F\">transparency\u003C\u002Fa> must be demonstrable. This gap creates an accountability deficit, where donors increasingly rely on third-party platforms such as Charity Navigator to assess financial health, accountability, and transparency.\u003C\u002Fp>\n\n\n\n\u003Cp>To close this gap, marketing must shift from reporting activities (e.g., “we ran 10 workshops”) to communicating\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fjfwaccountingservices.cpa\u002Fhow-nonprofit-impact-measurement-reporting-can-drive-trust-growth-for-your-mission\u002F\"> validated outcomes\u003C\u002Fa> (e.g., “10 workshops led to a 30% sustained positive change, verified by X data”). Donors’ growing reliance on third-party assessors, such as Charity Navigator, to evaluate financial health, accountability, and transparency further underscores the need for charities to demonstrate and market the highest standards of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.trueambassadors.org.uk\u002Ffuture-of-charity\u002F\">verifiable accountability\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"latest-movers-and-shakers-the-decolonisation-imperative\">\u003Cstrong>Latest movers and shakers: The Decolonisation Imperative\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Global philanthropy is experiencing a seismic power shift. The mandate for 2025 is clear: Redefining international aid. This involves strategically investing in localisation and equity by moving resources and decision-making authority away from the traditional, centralised model and into the hands of community leaders who are best positioned to drive change. This isn’t just an ethical choice; it’s the future of effective impact.\u003C\u002Fp>\n\n\n\n\u003Cp>The key pillars of the decolonisation imperative will not only affect how charities operate, but also the rules of engagement for marketing professionals.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"shifting-power-dynamics-from-charity-to-solidarity\">\u003Cstrong>Shifting power dynamics: From charity to solidarity\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The Decolonisation Imperative is the biggest strategic pivot in modern philanthropy. Major international organisations are recognising that the old aid model is broken, pushing for a fundamental restructuring of how aid is delivered. Look at players like Oxfam, which is leading the charge by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Fglobal-development\u002F2025\u002Fjan\u002F13\u002Fits-about-solidarity-not-charity-the-oxfam-chief-seeking-to-decolonise-the-aid-sector\">shifting\u003C\u002Fa> the narrative from traditional charity (defined by generosity) to one of solidarity (defined by justice).\u003C\u002Fp>\n\n\n\n\u003Cp>This is not merely a communications exercise; it’s a mandate for radical structural change. The core goal requires organisations to place power, funding, and decision-making authority directly into the hands of local partners and communities in the Global South.\u003C\u002Fp>\n\n\n\n\u003Cp>The implications for marketing communications are far-reaching. This new direction mandates rethinking narratives, specifically moving away from “poverty porn” or imagery that portrays beneficiaries as helpless victims. Authentic storytelling must now prioritise equity and justice, elevating local voices and leadership to demonstrate that funds are genuinely shifting power, not just offering temporary relief.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-dominance-of-local-giving\">\u003Cstrong>The dominance of local giving\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The movement toward localisation is strongly validated by donor preference globally. Local charities consistently receive the most support, with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Feaphilanthropynetwork.org\u002Feapn-publications\u002Fworld-giving-report-2025-2\u002F\">71%\u003C\u002Fa> of charity donors having given money to them in 2024.\u003C\u002Fp>\n\n\n\n\u003Cp>Support levels drop off significantly for organisations operating on a larger scale: 46% of donors support national charities, 23% support international charities working in the donor’s country, and only 12% support international charities working outside the donor’s country.\u003C\u002Fp>\n\n\n\n\u003Cp> This clear preference indicates that donors value immediate, verifiable impact within their community. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>Type of Charity Supported (Global Data)\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Percentage of Donors (2024)\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>Local\u002Fregional charities\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">71%\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>National charities\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">46%\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>International charities working in my country\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">23%\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>International charities working outside my country\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">12%\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cfigcaption class=\"wp-element-caption\">Source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Feaphilanthropynetwork.org\u002Feapn-publications\u002Fworld-giving-report-2025-2\u002F\">World Giving Report 2025\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>For many charities, this presents a challenge; demonstrating through their marketing how they align with donors’ needs and support the drive to give locally.\u003C\u002Fp>\n\n\n\n\u003Cp>For international organisations, marketing success is increasingly tied to acting as a transparent conduit for local empowerment. Messaging and content strategies must prove that funds enable the capabilities and leadership of local partners, rather than showcasing the heroic actions of the foreign aid provider. They can strategically bridge this distance by hyper-localising campaigns, highlighting specific community projects, and explicitly featuring the local partners that execute the work. As for Global charities, they must market themselves as sophisticated networks of highly effective local teams to win donor confidence.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27526\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"consumer-behaviour-2025-drivers-of-global-generosity\">\u003Cstrong>Consumer behaviour 2025: Drivers of global generosity\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Understanding what drives people to give is key to effective resource allocation and strategy planning. Currently, global generosity reflects a mix of geography, culture, and evolving generational habits, especially around digital engagement.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-global-giver-profile-participation-methods-and-local-bias\">\u003Cstrong>The global giver profile: Participation, methods, and local bias\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>In 2024, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Feaphilanthropynetwork.org\u002Feapn-publications\u002Fworld-giving-report-2025-2\u002F\">64%\u003C\u002Fa> of people donated money globally, though participation and generosity differ sharply by region. Africa stands out as the most generous continent, with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Feaphilanthropynetwork.org\u002Feapn-publications\u002Fworld-giving-report-2025-2\u002F\">72%\u003C\u002Fa> donating and 1.54% of income given, far surpassing Europe’s 0.64%. This points to a deeply embedded culture of philanthropy.\u003C\u002Fp>\n\n\n\n\u003Cp>A particularly striking trend is the bias toward local giving; only 12% give to international causes outside their country. This shows that donors value visible, close-to-home impact and trust built through proximity.\u003C\u002Fp>\n\n\n\n\u003Cp>For national and global organisations, this presents both a challenge and an opportunity. To overcome the distance gap, marketing should hyper-localise messaging, highlight community-level projects, and showcase local partners who deliver the work. Ultimately, global charities must position themselves as networks of strong, trusted local teams to earn donor confidence.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-role-of-social-pressure-in-giving\">\u003Cstrong>The role of social pressure in giving\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Social norms strongly shape philanthropic behaviour. In countries where donors report high social motivations such as duty, guilt, or expectation, the average income donated is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.worldgivingreport.org\u002Fdonor-insights#:~:text=By%20contrast%2C%20the%20top%2020,norms%20is%20far%20more%20complicated.\">1.61%\u003C\u002Fa>, nearly three times higher than in countries with lower social motivations (0.56%).\u003C\u002Fp>\n\n\n\n\u003Cp>For international campaigns, this calls for hyper-localised strategies. In high-normativity regions, marketing can leverage community influence and shared duty. In lower-normativity regions, messaging should focus on personalised empathy, measurable impact, and showing how individual donations drive real change.\u003C\u002Fp>\n\n\n\n\u003Cp>Cause preferences also vary globally. Across every continent, children and young people consistently appear among the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.worldgivingreport.org\u002Fdonor-insights\">top supported causes\u003C\u002Fa>. Beyond this, preferences differ: in Africa, religious organisations are the most popular; in Asia, poverty relief leads; in Europe, humanitarian aid and disaster relief dominate; in the Americas, homelessness is a key focus; and in Oceania, health charities attract the most support. This shows that while social motivations influence generosity, effective campaigns also need to align with locally relevant causes to strengthen engagement and impact.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"generational-giving-engaging-digital-natives\">\u003Cstrong>Generational giving: Engaging digital natives\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>How donors discover charities is shifting fast, driven by generational digital fluency. Social media is now the top global discovery channel (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Feaphilanthropynetwork.org\u002Feapn-publications\u002Fworld-giving-report-2025-2\u002F\">14%\u003C\u002Fa>), ahead of local presence (11%) and word-of-mouth (10%), particularly in Asia.\u003C\u002Fp>\n\n\n\n\u003Cp>Digital-native generations, especially Gen Z and Millennials, are socially conscious and increasingly define giving trends. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fthegivingblock.com\u002Fannual-report\u002F\">Cryptocurrency giving\u003C\u002Fa> is accelerating, with growth expected to surge in 2025 as wealth moves to crypto-savvy investors.\u003C\u002Fp>\n\n\n\n\u003Cp>These donors expect seamless, mobile-first experiences and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbluewing.co\u002Fblog\u002Ftop-youth-focused-donation-platforms-revolutionizing-philanthropy\u002F\">social-platform\u003C\u002Fa> integration. Tools like in-video fundraising widgets on Twitch or Instagram Live harness peer influence and community motivation, making it easy for young donors to give in real time.\u003C\u002Fp>\n\n\n\n\u003Cp>To summarise the key donor behaviours:\u003C\u002Fp>\n\n\n\n\u003Cp>Donor behaviour \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.worldgivingreport.org\u002Fcharity-insights\">snapshot\u003C\u002Fa>: where, how, and why people give\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>Behavioral Segment\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>Global Insight (2024)\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>Marketing Focus\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>Most Generous Continent\u003C\u002Ftd>\u003Ctd>Africa (1.54% income donated)\u003C\u002Ftd>\u003Ctd>Localised, high-trust communication models; focus on religious\u002Fdirect giving channels.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Most Supported Charity Type\u003C\u002Ftd>\u003Ctd>Local\u002FRegional Charities (71% of donors)\u003C\u002Ftd>\u003Ctd>Hyper-local targeting, community presence, and demonstrating proximal impact.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Top Discovery Channel\u003C\u002Ftd>\u003Ctd>Social Media (14% globally)\u003C\u002Ftd>\u003Ctd>Invest heavily in platform-specific content (TikTok, Instagram) and influencer partnerships.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Key Giving Incentive\u003C\u002Ftd>\u003Ctd>Seeing Results\u002FImpact (35% of people)\u003C\u002Ftd>\u003Ctd>Mandatory focus on measurable outcomes and transparent, real-time reporting.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"top-trends-technological-strategic-shifts\">\u003Cstrong>Top trends: Technological & strategic shifts\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To survive the current operational strain, charities must embrace a suite of technological and strategic trends focused on efficiency, ethical data use, and service evolution. This included adopting the right technologies to elevate not only their marketing processes, but also the digital experience. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-ai-mandate-efficiency-personalisation-and-ethical-governance\">\u003Cstrong>The AI mandate: Efficiency, personalisation, and ethical governance\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>In marketing, it’s no secret that AI is transformative. And now, Artificial Intelligence (AI) has stabilised from initial hype into a necessary operational component. \u003C\u002Fp>\n\n\n\n\u003Cp>Charities are also integrating AI to increase agility, to better understand their donors and to enhance service delivery and counter the operational strain caused by the staffing crisis and rising costs. For the majority of adopters, key applications include personalising supporter journeys, automating admin-heavy tasks, analysing donor trends, and improving accessibility via content translation and transcription.\u003C\u002Fp>\n\n\n\n\u003Cp>It significantly optimises email marketing by assisting with effective subject lines, the single most influential factor for open rates (65% of marketers agree) and helps automate supporter journeys to boost donation timing. AI is also used for advanced personalisation in digital fundraising platforms, tailoring donation requests based on individual donor behaviour and preferences.\u003C\u002Fp>\n\n\n\n\u003Cp>However, the adoption of AI is fraught with caution, necessitating a strong governance framework. \u003C\u002Fp>\n\n\n\n\u003Cp>While \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.salesforce.com\u002Fnews\u002Fstories\u002Fgenerative-ai-statistics\u002F\">68% of marketers feel positive about AI\u003C\u002Fa>, only \u003Ca href=\"https:\u002F\u002Fir.liveperson.com\u002Fnews-releases\u002Fnews-release-details\u002Fnew-research-warns-emerging-ai-gap-between-brands-and-consumers\">62% of consumers share this sentiment\u003C\u002Fa>, reflecting a significant trust vs. excitement gap. Consumers cite data breaches, biased decisions, and workforce reductions as key risks. Given the high operational scrutiny faced by charities, ethical governance must precede deployment. Organisations must develop transparent data ethics policies to prevent a single instance of algorithmic bias or a data lapse from shattering donor trust, the sector’s core currency. Recently, articles have surfaced in the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Fglobal-development\u002F2025\u002Foct\u002F20\u002Fai-generated-poverty-porn-fake-images-being-used-by-aid-agencies\">UK media\u003C\u002Fa>, exploring the increasing use of imagery created through AI by charities, including the UN. While the charities that were questioned stated AI was used to protect the real people, it raised concerns over wider factors such as consent, transparency and the images reflecting extreme stereotypes rather than real-life situations.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1224\" height=\"652\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fplan-international-2023-campaign.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-35196\" style=\"width:546px;height:auto\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">An AI-generated image from charity \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Fglobal-development\u002F2025\u002Foct\u002F20\u002Fai-generated-poverty-porn-fake-images-being-used-by-aid-agencies\">Plan International’s 2023 campaign against child marriage\u003C\u002Fa>. The charity said it wanted to safeguard ‘the privacy and dignity of real girls’. Credit: Plan International\u002FYouTube\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>So while it is clear that adopting AI into your marketing strategy can unlock great opportunities for improving the digital experience of new and existing donors, it is also clear that there are some areas where it should not be adopted to ensure transparency and trust is protected. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"web3-crypto-and-decentralised-philanthropy\">\u003Cstrong>Web3, crypto, and decentralised philanthropy\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The substantial growth of cryptocurrency giving, with $2 billion donated in the five years leading up to 2024 and exponential \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fthegivingblock.com\u002Fannual-report\u002F\">growth\u003C\u002Fa> expected in 2025, makes Web3 technologies an unavoidable strategic vector. The foundational \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fthegivingblock.com\u002Fresources\u002Fbuilding-web3-community-for-your-cause\u002F\">principles\u003C\u002Fa> of Web3- decentralisation, permissionless access, and a community-driven ethos- align philosophically with the sector’s push toward decolonisation and local empowerment.\u003C\u002Fp>\n\n\n\n\u003Cp>Tactical opportunities within Web3 include using Non-Fungible Tokens (NFTs) for unique fundraising campaigns, leveraging blockchain’s inherent transparency to track funds from donation to deployment. Organisations must also develop strategies to engage with Decentralised Autonomous Organisations (DAOs), which represent pools of community-driven capital actively seeking mission-aligned investments.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"content-and-seo-in-the-age-of-ai-sge-adaptation\">\u003Cstrong>Content and SEO in the age of AI (SGE adaptation)\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Search Engine Optimisation (SEO) remains a key tool for charities, providing discoverability, sustained organic traffic, and credibility. However, the landscape is being fundamentally reshaped by AI-driven search experiences (like Google’s Search Generative Experience, or SGE) and chatbots, which often summarise information directly, potentially reducing the necessity for users to click through to original websites.\u003C\u002Fp>\n\n\n\n\u003Cp>If AI tools increasingly handle the presentation of generic information, the only content that will reliably capture clicks and build long-term authority is that which offers unique, human expertise and validated experience, content that AI cannot replicate. Charities must adapt their SEO strategy to focus less on mechanical keyword usage and more on usefulness, authenticity, and authority. This requires publishing structured, factual answers (e.g., FAQs, resource lists, clear, short paragraph answers) to optimise for AI quoting, combined with compelling human stories, testimonials, and impact visuals to drive emotional engagement and website visitation.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"evolving-marketing-tactics-a-strategic-response-framework\">\u003Cstrong>Evolving marketing tactics: A strategic response framework\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Addressing the challenges of demand, funding scarcity, and the need for trust requires a comprehensive upgrade of the marketing toolkit, moving toward integrated, digital-first strategies. To capitalise on the digital opportunities presented by the global trends being seen today, marketing strategies must also be proactive, ethical, and data-driven.\u003C\u002Fp>\n\n\n\n\u003Cp>Here are a few ways in which charities can evolve their marketing strategies to support their continued mission for growth. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"prioritising-transparency-and-trust-building\">\u003Cstrong>Prioritising transparency and trust building\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Organisations must meet the escalating donor demand for accountability through complete transparency, which is paramount for establishing long-term relationships.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Implement advanced transparency tools:\u003C\u002Fstrong> Charities should prepare for the future by exploring the use of distributed ledger technology (blockchain). This technology promises to provide real-time traceability of donations, creating an immutable ledger of transactions that assures donors that funds are tracked from contribution to final application.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>The impact content mandate:\u003C\u002Fstrong> Marketing budgets must pivot toward generating and distributing detailed impact reports. Financial reports should also be broken down into simple, digestible formats. Furthermore, providing ongoing updates that acknowledge both successes and challenges, rather than only asking for donations, builds credibility and directly addresses the 35% of donors who require demonstrated impact to give more.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Decolonised communications:\u003C\u002Fstrong> Strict guidelines must be enforced against using disempowering language or “poverty porn” imagery. Communications must showcase local leadership and capacity, aligning the brand with the “solidarity” principle of the localisation movement to mitigate brand risk and build genuine connection.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"optimising-the-digital-acquisition-and-conversion-funnel\">\u003Cstrong>Optimising the digital acquisition and conversion funnel\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The combination of social media discovery and website trust necessitates a seamless, highly optimised digital funnel. So here are a few ways you can optimise the acquisition and conversion funnel.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Maximise social media discovery:\u003C\u002Fstrong> As the top discovery channel for donors (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Feaphilanthropynetwork.org\u002Feapn-publications\u002Fworld-giving-report-2025-2\u002F\">14% globally\u003C\u002Fa>), social media must receive consistent investment. Content strategies should focus on visual content (which receives \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Feaphilanthropynetwork.org\u002Feapn-publications\u002Fworld-giving-report-2025-2\u002F\">650%\u003C\u002Fa> more engagement) and consistent posting frequency (3–4 times per week). Utilising interactive elements like live streaming and polls can deepen audience engagement and could be considered as a more innovative way to engage with existing and potential donors.\u003C\u002Fp>\n\n\n\n\u003Cp>Exploring the role of different social media platforms will also help to unlock growth across the different generations of donors. While social media is widely used across all age demographics, the younger generation is more inclined to spend time on the likes of TikTok, Reddit or gaming platforms such as Twitch. Tapping into these spaces can be an authentic and engaging way to reach young donors and start building relationships earlier. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Harness Google Ads grants:\u003C\u002Fstrong> Eligible charities should utilise the $10,000 per month Google Ad Grants available for free advertising. This is a high-leverage tactic for increasing awareness (a challenge for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Feaphilanthropynetwork.org\u002Feapn-publications\u002Fworld-giving-report-2025-2\u002F\">24%\u003C\u002Fa> of charities) and efficiently driving traffic to the trusted website. You can \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.google.com\u002Fnonprofits\u002Feligibility\u002F\">check your eligibility\u003C\u002Fa> for a Google Grant account if you are unsure. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Website UX audit and optimisation:\u003C\u002Fstrong> Organisations must conduct regular audits to ensure their website is highly accessible and mobile-optimised, catering to all user needs. Crucially, the donation pathway must be frictionless: placement of prominent Call-to-Action (CTA) buttons, minimisation of required fields, and offering preset gift amounts and recurring donation options are non-negotiable best practices for conversion.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"advanced-donor-cultivation-and-loyalty-strategies\">\u003Cstrong>Advanced donor cultivation and loyalty strategies\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Effective marketing must pivot from broad appeals to targeted cultivation to foster loyalty and secure sustainable funding streams.\u003C\u002Fp>\n\n\n\n\u003Cp>But improving donor retention requires meticulous attention to the supporter journey. Mapping the donor journey from Awareness and Consideration through Decision, Retention, and Loyalty\u002FAdvocacy allows organisations to identify all critical touchpoints and potential friction points.\u003C\u002Fp>\n\n\n\n\u003Cp>Here are a few ways charities can work on their donor cultivation and loyalty strategies: \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>AI-driven personalisation in email marketing:\u003C\u002Fstrong> Email remains a steady and effective communication channel, with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.nptechforgood.com\u002F2025\u002F02\u002F15\u002Fthe-communication-giving-preferences-of-641-online-donors\u002F\">33%\u003C\u002Fa> of donors stating that email communication is most likely to inspire them to give. \u003C\u002Fp>\n\n\n\n\u003Cp>AI should be leveraged to segment audiences and automate personalised journeys, such as sending tailored anniversary messages, personalised appeals based on giving history, and automated re-engagement messages for lapsed donors. Personalisation dramatically boosts engagement, with personalised emails achieving click-through rates around \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcharitydigital.org.uk\u002Ftopics\u002Fmarketing-trends-for-charities-in-2025-11861#email\">14%\u003C\u002Fa> and transaction rates that are \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcharitydigital.org.uk\u002Ftopics\u002Fmarketing-trends-for-charities-in-2025-11861#email\">six\u003C\u002Fa> times higher than non-personalised emails.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Major donor cultivation:\u003C\u002Fstrong> Given the immense potential of high-net-worth individuals, dedicated cultivation programs are required. This involves using research tools to identify prospects, engaging them personally through tours and conversations, and providing customised impact reports that directly align with their philanthropic interests.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Empower Peer-to-Peer (P2P) fundraising:\u003C\u002Fstrong> P2P fundraising expands organisational reach by empowering supporters to raise funds from their own social networks.\u003Csup> \u003C\u002Fsup>Implementing seamless P2P tools allows charities to tap into organic growth and foster a sense of advocacy among their supporter base.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"maturing-the-measurement-approach\">\u003Cstrong>Maturing the measurement approach\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>In today’s highly fragmented media landscape, a decade-old measurement framework simply won’t cut it. \u003C\u002Fp>\n\n\n\n\u003Cp>The biggest challenge charities face isn’t just generating awareness; it’s proving that your media spend, from social ads to direct mail, is genuinely driving incremental donations, not just capturing gifts that would have arrived anyway. \u003C\u002Fp>\n\n\n\n\u003Cp>Over-reliance on last-click attribution models gives a falsely optimistic view of digital performance while completely blinding you to the crucial, long-term impact of offline channels like TV, radio, or print. To break free from this short-sighted loop, charities must evolve their measurement approach beyond basic analytics. \u003C\u002Fp>\n\n\n\n\u003Cp>The solution lies in embracing sophisticated measurement tools like \u003Cstrong>Incrementality Testing\u003C\u002Fstrong> and \u003Cstrong>Marketing Mix Modelling (MMM)\u003C\u002Fstrong>, which are the gold standards for understanding true effectiveness and optimising budgets for maximum mission impact.\u003C\u002Fp>\n\n\n\n\u003Cp>Implementing this requires a strategic shift. You must commit to running rigorous A\u002FB tests and geo-experiments (incrementality testing) to definitively prove that a channel’s activity directly caused a lift in donations. Simultaneously, you should invest in an MMM solution, which uses statistical analysis to quantify the contribution of \u003Cem>all\u003C\u002Fem> marketing variables (including external factors like seasonality, economic trends, and competitor activity) to overall fundraising success. \u003C\u002Fp>\n\n\n\n\u003Cp>Key considerations for implementation include ensuring robust data hygiene across all channels, securing buy-in from leadership who need to understand the initial investment of time and resources, and, most importantly, treating these models not as a report card, but as a dynamic engine for smarter, future-focused budget allocation. This move from descriptive reporting to predictive, evidence-based strategy is non-negotiable for charities serious about growth and accountability.\u003C\u002Fp>\n\n\n\n\u003Cp>Check out our guide to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwhite-papers\u002Fguide-to-media-effectiveness-measurement\u002F\">Media Effectiveness Measurement\u003C\u002Fa> in 2025 if this sounds like a familiar challenge for you and your organisation. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"case-studies-in-effective-charitable-marketing\">\u003Cstrong>Case Studies in effective charitable marketing\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Several organisations serve as powerful examples of how to execute cutting-edge marketing strategies that align with current trends in transparency, digital content, and ethical engagement. \u003C\u002Fp>\n\n\n\n\u003Cp>Here are a few noteworthy case studies:\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"transparency-and-trust-wwf\">\u003Cstrong>Transparency and trust (WWF)\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>The World Wildlife Fund (WWF) is often cited for its excellence in transparency. Its campaigns clearly delineate how donated funds will be deployed, which significantly bolsters credibility and fosters donor trust in the organisation.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"decolonised-storytelling-comic-relief\">\u003Cstrong>Decolonised storytelling (Comic Relief)\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Recognising the need to shift power and challenge old structures, the British anti-poverty charity Comic Relief announced it would stop raising funds by sending celebrities to African countries. This decision was based on the premise that African people should tell their own stories, moving away from “poverty porn” and signalling a shift toward ethical, localised communication.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"content-and-brand-identity-charity-water-ed-sheeran-foundation\">\u003Cstrong>Content and brand identity (Charity: Water & Ed Sheeran Foundation)\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Cstrong>Charity: Water\u003C\u002Fstrong> is frequently highlighted for its exemplary use of content marketing. By focusing on providing detailed, compelling stories about the impact of their work, they create a strong emotional connection that drives sustained support.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>The Ed Sheeran Foundation\u003C\u002Fstrong> established a strong visual brand identity, utilising a vibrant colour palette, creative typography, and painterly textures. This striking visual consistency is carried across their website, social templates, and email newsletters, creating a strong, unique visual point of difference in the philanthropic space.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"ai-for-loyalty-golden-greenpeace\">\u003Cstrong>AI for loyalty (Golden & Greenpeace)\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Cstrong>Golden\u003C\u002Fstrong> developed an AI coaching companion called “Goldie” that interacts with volunteers and donors. The AI uses personalised data and behavioural insights to provide recommendations on when and how a user should next engage in volunteering or donation activity, thereby enriching relationships and addressing first-time donor retention issues.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Greenpeace\u003C\u002Fstrong> launched an automated phone campaign to personally thank regular donors for their support. This relationship-strengthening tactic resulted in regular donors being 2.5 times less likely to stop donating compared to those who were not contacted.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"continue-your-journey-with-impression\">\u003Cstrong>Continue your journey with Impression\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The future of charitable giving demands rigorous accountability, and that starts with smarter marketing. If your organisation is ready to partner with experts who can transform your entire approach, from strategic planning to high-performance media execution and definitive measurement, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch today\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27526\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,{"rendered":96,"protected":200},141,35198,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":206,"_yoast_wpseo_metadesc":207,"inline_featured_image":200,"footnotes":5},"The Future of Nonprofits: Key Trends and Marketing Tactics for Charities | Impression","Expert analysis on the key trends shaping the charity sector. Master essential marketing and embrace the Nonprofit Future Trends. Explore 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From immersive cultural experiences and climate-conscious travel choices to the continued rise of flexible, remote work-enabled itineraries, travellers are no longer settling for one-size-fits-all experiences\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve seen how travel brands are shifting their strategies to meet these changing demands; reimagining how they engage audiences at every touchpoint\u003Cem>. \u003C\u002Fem>The future of travel is being defined by personalisation, authenticity, and convenience, all of which are pushing brands to think beyond traditional marketing models. From catering to solo digital nomads or multigenerational families seeking sustainable escapes, we’re here to cover the travel trends shaping the industry this year and beyond.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#whats-the-outlook-like-for-the-travel-industry\">What’s the outlook like for the travel industry?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-value-of-the-industry-and-looking-ahead\">The value of the industry and looking ahead\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-latest-movers-and-shakers-in-travel\">The latest movers and shakers in travel\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#challenges-facing-travel-brands\">Challenges facing travel brands\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#the-sustainability-challenge-high-demand-complex-implementation\">The sustainability challenge: High demand, complex implementation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#economic-pressures-rising-costs-and-its-impact-on-travel\">Economic pressures: Rising costs and its impact on travel\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#top-three-travel-industry-trends\">Top three travel industry trends\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#luxury-and-wellness-travel\">Luxury and Wellness Travel\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#personalised-travel\">Personalised Travel\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#ai-in-travel-planning\">AI in Travel Planning\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-is-consumer-behaviour-changing\">How is consumer behaviour changing?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-rise-of-the-solo-traveller\">The rise of the solo traveller\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#from-business-to-bleisure\">From business to bleisure\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#making-the-holiday-budget-go-further\">Making the holiday budget go further \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#evolving-marketing-tactics-for-travel\">Evolving marketing tactics for travel\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#loyalty-marketing-beyond-airmiles\">Loyalty marketing: Beyond airmiles\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#travel-brands-are-standing-out-with-dooh-advertising\">Travel brands are standing out with DOOH advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#po-cruises-immersive-3d-dooh-at-waterloo-underground-station\">P&O Cruises – Immersive 3D DOOH at Waterloo Underground Station\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#isle-of-man-tourism-airport%e2%80%91specific-dooh-airport-network\">Isle of Man Tourism – Airport‑specific DOOH Airport Network\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#eurostar-live%e2%80%91reactive-dooh-around-paris-2024-olympics\">Eurostar – Live‑Reactive DOOH Around Paris 2024 Olympics\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#norse-atlantic-airways-weather-triggered-dooh\">Norse? Atlantic Airways - Weather Triggered DOOH\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#tv-inspiration\">TV inspiration\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#jet2-viral-jingle-from-tv-ad\">Jet2 – Viral Jingle from TV Ad\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#tourism-australia-come-and-say-gday\">Tourism Australia – “Come and Say G’Day”\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#grow-your-travel-tourism-brand-with-impression\">Grow your travel & tourism brand with Impression\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"whats-the-outlook-like-for-the-travel-industry\">\u003Cstrong>What’s the outlook like for the travel industry?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-value-of-the-industry-and-looking-ahead\">The value of the industry and looking ahead\u003C\u002Fh3>\n\n\n\n\u003Cp>The global travel industry remains a powerhouse, with revenue projected to reach\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Foutlook\u002Fmmo\u002Ftravel-tourism\u002Fcustom?currency=USD&locale=en&token=U2iawxjnKU5cDgxaFhNQ8H12_4c_qCW4YrHcDDkdUE5EYAqCjy2LepGkFsI7K0h6C0ps3utTpnSuvWnEZsOIxSFKCNfUqdjW4If_qfqoO7w%3D#revenue\"> $988.52 billion \u003C\u002Fa>in 2025.\u003C\u002Fp>\n\n\n\n\u003Cp>Breaking down the sector’s success among the top-performing markets, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Foutlook\u002Fmmo\u002Ftravel-tourism\u002Fworldwide\">hotels ($455.15 billion)\u003C\u002Fa> and package holidays ($330.17 billion) generated the most revenue in 2025, highlighting the continued preference for these travel experiences. This presents strong opportunities for businesses looking to expand in these markets.\u003C\u002Fp>\n\n\n\n\u003Cp>Looking ahead, the industry is set for steady growth, surpassing pre-pandemic levels. Global travel revenue is expected to rise at an annual rate of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Foutlook\u002Fmmo\u002Ftravel-tourism\u002Fcustom?currency=USD&locale=en&token=U2iawxjnKU5cDgxaFhNQ8H12_4c_qCW4YrHcDDkdUE5EYAqCjy2LepGkFsI7K0h6C0ps3utTpnSuvWnEZsOIxSFKCNfUqdjW4If_qfqoO7w%3D#revenue\">3.99%\u003C\u002Fa>. This means there could be exciting times ahead for travel brands with the opportunity to seize the rise in demand and turn it into new growth opportunities. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-latest-movers-and-shakers-in-travel\">The latest movers and shakers in travel\u003C\u002Fh3>\n\n\n\n\u003Cp>While the travel industry is extremely competitive, there are a number of major players, with Booking Holdings, Expedia Group and Hilton leading the way.\u003C\u002Fp>\n\n\n\n\u003Cp>In May 2025, Booking.com, part of Booking Holdings, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F1215457\u002Fmost-visited-travel-and-tourism-websites-worldwide\u002F\">ranked \u003C\u002Fa>as the most visited travel website worldwide, attracting approximately 463 million visits. It was followed by TripAdvisor with around 129 million visits and Airbnb with about 92 million. However, with many consumers now opting to book and browse through apps, when looking at app downloads, last year, Airbnb came out on top with 75.84M downloads. \u003C\u002Fp>\n\n\n\n\u003Cp>Part of \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fbooking.com\">Booking.com\u003C\u002Fa>’s success is linked to the fact that they secured their spot as one of the most recognised travel portals in both Europe and the US, despite the impressive growth of competitors such as Airbnb and Tripadvisor. By continuing to be one of the most known and loved brands in these markets, last year \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fbooking.com\">Booking.com\u003C\u002Fa> saw its highest ever year for revenue, generating 23.7 billion U.S. dollars.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1066\" height=\"704\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Ftravel-website-visits-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34695\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F934995\u002Frevenue-of-leading-otas-worldwide\u002F\">Statista\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>But how has \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fbooking.com\">Booking.com\u003C\u002Fa> been so successful online? The brand has openly spoken about its move to finding a better balance between brand and performance marketing – their \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.adweek.com\u002Fbrand-marketing\u002Fbookingcom-is-striking-a-new-balance-between-brand-and-performance\u002F\">appearance\u003C\u002Fa> in the 2022 Super Bowl commercial line-up was one of their more notable moments since making this move. \u003C\u002Fp>\n\n\n\n\u003Cp>They’ve also been embracing the power that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketingweek.com\u002Fbooking-com-motivations-social\u002F\">social media \u003C\u002Fa>holds by focusing on ‘experience-based’ messaging and leveraging content creators to make authentic content to deliver this message. And clearly, it’s working.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1842\" height=\"616\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fgross-travel-bookings-2024.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34693\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bookingholdings.com\u002Fabout\u002Ffactsheet\u002F#operating-performance\">bookingholdings.com\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>While Airbnb might not be the biggest OTA in terms of revenue, it certainly is one of the most talked about. Since entering the market back in 2008, they’ve continued to be big disruptors. Their asset-light model meant they could easily scale globally and offer consumers a totally new way to travel, which has been a key messaging point in their marketing campaigns. But what really sets Airbnb apart is their overall approach to marketing.  \u003C\u002Fp>\n\n\n\n\u003Cp>In early 2021, they decided to shift their marketing spend to invest in more brand marketing, and in turn, it drove significant results. Besides driving strong revenue growth YoY, their revenue has continued to far outweigh their marketing spend, demonstrating the power of their brand.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Marketing to revenue ratio of leading online travel agencies (OTAs) worldwide from 2019 to 2024\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1164\" height=\"798\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmarketing-to-revenue-ratio-otas.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34696\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F1453093\u002Fmarketing-revenue-ratio-leading-otas-worldwide\u002F\">Statista\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"challenges-facing-travel-brands\">Challenges facing travel brands\u003C\u002Fh3>\n\n\n\n\u003Cp>The travel industry is navigating a rapidly changing landscape, with several key challenges posing obstacles to growth. From sustainability expectations to economic pressures and disruptions in domestic travel, businesses must adapt to meet evolving consumer needs.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-sustainability-challenge-high-demand-complex-implementation\">The sustainability challenge: High demand, complex implementation\u003C\u002Fh4>\n\n\n\n\u003Cp>Last year, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fnews.booking.com\u002Fbookingcoms-2025-research-reveals-growing-traveler-awareness-of-tourism-impact-on-communities-both-at-home-and-abroad\u002F#:~:text=More%20mindful%20habits%20becoming%20mainstream,this%20was%20up%20to%2067%25.\">84%\u003C\u002Fa> of global travellers stated that sustainable travel was important to them, and the data shows it’s a growing priority that travel brands need to pay attention to.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"780\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fsustainable-travel-graph.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34691\" style=\"width:390px;height:auto\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>While sustainability is a cause close to the heart of many Gen Z’s, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.rsmuk.com\u002Finsights\u002Fconsumer-outlook\u002Fhotels-travel-and-tourism-industry-outlook\"> millennials\u003C\u002Fa> and high-income households earning over £80K are most likely to agree that sustainability in travel is important. \u003C\u002Fp>\n\n\n\n\u003Cp>These travellers are actively seeking eco-friendly goods and services, putting pressure on hotels and travel businesses to demonstrate their environmental, social, and governance (ESG) commitments. However, the industry faces significant hurdles in implementation. High energy consumption, extensive staffing requirements, and inconsistent reporting standards across jurisdictions make it difficult for brands to showcase their ESG credentials effectively.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite these challenges, investing in sustainability initiatives and transparently communicating these efforts can drive long-term success. Travel businesses that prioritise ESG improvements are likely to gain a competitive edge, attracting consumers who align with these values.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"economic-pressures-rising-costs-and-its-impact-on-travel\">Economic pressures: Rising costs and its impact on travel\u003C\u002Fh4>\n\n\n\n\u003Cp>Despite the global challenges that have existed since the start of the year,  international tourism was reported to be up 5% in the first half of 2025, showing positive signs for the future of the sector in several different markets.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1274\" height=\"1182\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Finternational-tourist-arrivals.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34694\" style=\"width:505px;height:auto\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>But while this is a great start to the year, economic and geopolitical factors continue to pose important risks. \u003C\u002Fp>\n\n\n\n\u003Cp>According to UN Tourism, the September survey of the Panel of Tourism Experts and the UN Tourism Confidence Index point to high transport and accommodation costs as well as other economic factors as the top two challenges impacting international tourism in 2025. \u003C\u002Fp>\n\n\n\n\u003Cp>Tourism inflation is expected to ease from 8.0% in 2024 to 6.8% in 2025 (projections using tourism inflation proxy), but would remain well above the pre-pandemic value of 3.1% and significantly above overall inflation (4.3%).  According to the Panel, this rise in expense means tourists will continue to seek value for money, but could also travel closer to home, make shorter trips or spend less, in response to elevated prices.\u003C\u002Fp>\n\n\n\n\u003Cp>Looking more broadly, as the world continues to experience feelings of uncertainty from economic and geopolitical tensions, we can expect this to impact travel confidence. Lower consumer confidence was ranked as the third main factor affecting tourism in the September 2025 survey, while geopolitical risks (aside from ongoing conflicts) ranked fourth. The increase in trade tariffs (5th) and Travel requirements (6th) were also major concerns expressed by the Panel of Experts. \u003C\u002Fp>\n\n\n\n\u003Cp>Despite global uncertainty, travel demand is expected to remain resilient throughout the remainder of the year. UN Tourism’s January projection of 3% to 5% growth in international arrivals for 2025 remains unchanged and demonstrates that now, more than ever, is a time of opportunities for brands looking to grow in the sector. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"top-three-travel-industry-trends\">Top three travel industry trends\u003C\u002Fh3>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"luxury-and-wellness-travel\">Luxury and Wellness Travel\u003C\u002Fh4>\n\n\n\n\u003Cp>As travellers become more conscious of their well-being, luxury and wellness travel is well and truly on the rise. \u003C\u002Fp>\n\n\n\n\u003Cp>According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.mintel.com\u002Finsights\u002Fconsumer-research\u002Fglobal-sleep-industry-trends\u002F\">Mintel\u003C\u002Fa>, as consumers worldwide recognise the importance of sleep for their health and wellbeing, the global sleep industry has seen significant growth in recent years. So in some cases, consumers are using their holiday time as the perfect opportunity to catch up on some much-needed sleep. \u003C\u002Fp>\n\n\n\n\u003Cp>The demand for sleep-centric accommodations has grown significantly, with\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstories.hilton.com\u002F2025trends\u002Fthe-rise-of-adventure-tourism\"> 70%\u003C\u002Fa> of luxury travellers opting for hotels that offer specialised sleep amenities. Quality sleep is now a priority, with 63% of travellers admitting they sleep better alone, and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstories.hilton.com\u002F2025trends\u002Fthe-rise-of-adventure-tourism\">75%\u003C\u002Fa> of parents preferring to sleep apart from their children while on vacation to ensure a good night’s sleep.  And for those who may be feeling a little tired when planning their trip, over a quarter of travellers plan to book a spa or wellness treatment to improve their sleep during their holiday. This shift highlights the increasing desire for relaxation and rejuvenation, making wellness retreats and sleep-focused accommodations key players in the industry’s evolution.\u003C\u002Fp>\n\n\n\n\u003Cp>While luxury travel continues to attract high-end leisure travellers, with most under the age of 60, spending in this segment peaks between 40 and 60, younger travellers are demonstrating a growing willingness to indulge in premium experiences. Many cite disconnecting from digital devices and meeting new people as key motivations for their travels. \u003C\u002Fp>\n\n\n\n\u003Cp>Responding to this demand, brands like Waldorf Astoria Hotels & Resorts are expanding into sought-after destinations, while Hilton’s luxury portfolio has now surpassed 500 properties worldwide as of 2024. With an increasing emphasis on relaxation and rejuvenation, wellness retreats and sleep-focused accommodations are becoming integral to the evolution of luxury travel.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"personalised-travel\">Personalised Travel\u003C\u002Fh4>\n\n\n\n\u003Cp>Unsurprisingly, as travellers seek a more luxurious trip, they are looking to do more than just sightseeing; they crave unique, immersive experiences tailored to their interests and give them that ‘once in a lifetime’ kind of experience. But authenticity is key, with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstories.hilton.com\u002F2025trends\u002Fthe-rise-of-adventure-tourism\">74%\u003C\u002Fa> of travellers valuing recommendations from locals to make their trip more unique. \u003C\u002Fp>\n\n\n\n\u003Cp>While you may imagine this trend is more prominent against solo or younger travellers, this is true, and solo travel is gaining momentum. 76% of Millennials and Gen Z are \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.americanexpress.com\u002Fen-us\u002Ftravel\u002Fdiscover\u002Fget-inspired\u002FGlobal-Travel-Trends\">planning\u003C\u002Fa> independent trips in 2024, a trend that is expected to continue into 2025. But, while it is popular, it does not mean it’s exclusive to them only.  73% of\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstories.hilton.com\u002F2025trends\u002Fslow-travel-the-growing-desire-to-travel-like-a-local\"> parents\u003C\u002Fa> prioritise cultural experiences when travelling with children, showcasing that everyone is craving a unique experience, and it’s fast becoming a key element to any holiday. \u003C\u002Fp>\n\n\n\n\u003Cp>Adventure travel is another major draw, with 1 in 4 travellers planning to seek out unique experiences and 20% aiming for outdoor adventures. As more travellers want to get out and about while on holiday, the number of car rental users is forecasted to continue to rise over the next 5 years, jumping from an estimated \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fstudy\u002F9996\u002Ftourism-worldwide-statista-dossier\u002F\">646 million\u003C\u002Fa> users in 2025 to 815 million in 2029. \u003C\u002Fp>\n\n\n\n\u003Cp>Whether it’s a solo city escape or an off-the-beaten-path adventure, travellers are prioritising meaningful, personalised journeys. So, as a travel brand, it’s essential that you are not only offering the ability for your customers to live out these experiences, but also are bringing it to life through your messaging and creative. You want to show them that adventures are to be had across the world and in all shapes and sizes, as while there are some hot spot destinations for these holiday types, at the end of the day, we all have different aspirations and find joy in different activities, so showcasing the ‘perfect’ holiday is key. \u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"ai-in-travel-planning\">AI in Travel Planning\u003C\u002Fh4>\n\n\n\n\u003Cp>The travel industry is one that continues to be impacted by the influence of AI. The launch of LLM platforms such as ChatGPT has dramatically changed the way in which consumers research and plan their dream holiday.\u003C\u002Fp>\n\n\n\n\u003Cp>But with AI continuing to shape and change our world as we know it, it is no longer just being used for research. Younger generations, particularly Millennials and Gen Z, are leading the adoption of AI-powered tools, with\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.americanexpress.com\u002Fen-us\u002Ftravel\u002Fdiscover\u002Fget-inspired\u002FGlobal-Travel-Trends\"> 83%\u003C\u002Fa> finding them useful for booking trips. Apps like Hopper use AI to track and predict the best deals on flights and hotels, simplifying the booking process. \u003C\u002Fp>\n\n\n\n\u003Cp>Familiar tools such as Google Search, Maps, and Lens are also integrating AI capabilities, enhancing trip planning and offering real-time, location-based recommendations to offer a better experience for travellers.\u003C\u002Fp>\n\n\n\n\u003Cp>As technology advances, there is no doubt that AI-driven travel solutions will become even more indispensable to travel brands of all kinds. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-is-consumer-behaviour-changing\">\u003Cstrong>How is consumer behaviour changing?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Consumer behaviour in the travel industry is shifting rapidly, shaped by technology, values-driven decision-making, and a post-pandemic emphasis on flexibility and control. Here are some of the most notable changes travel brands need to know:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-rise-of-the-solo-traveller\">The rise of the solo traveller\u003C\u002Fh3>\n\n\n\n\u003Cp>A few years ago, if you said solo travelling, you would perhaps picture that one friend or family member who was brave enough to jump on a plane with a one-way ticket to go explore a destination far away. But today, solo travelling is more than a niche; it’s a cornerstone of consumer behaviour globally. For travel brands, this signals a strategic pivot: tailor operations, marketing, and offerings to empower and engage the independent, experience-focused solo traveller.\u003C\u002Fp>\n\n\n\n\u003Cp>According to \u003Ca href=\"https:\u002F\u002Fstories.hilton.com\u002Femea\u002Freleases\u002F2025-travel-trends-uk-eng?\">Hilton’s 2025 Travel Trends UK report\u003C\u002Fa>, \u003Cstrong>34 %\u003C\u002Fstrong> of Brits want to take a “Me-Moon” before the end of 2025. Of these, \u003Cstrong>21 %\u003C\u002Fstrong> aim to make new friends while travelling solo, and \u003Cstrong>12 %\u003C\u002Fstrong> are open to romance. A similar trend is happening over in the US, where \u003Cstrong>57 %\u003C\u002Fstrong> of Americans prefer short solo weekend getaways, and roughly one-third are planning solo trips to new cities. This is a huge change from recent years – globally, \u003Cstrong>58 %\u003C\u002Fstrong> planned solo travel in 2024\u003C\u002Fp>\n\n\n\n\u003Cp>But what’s driving the surge in popularity? \u003C\u002Fp>\n\n\n\n\u003Cp>A desire for mental wellness, self-discovery and the flexibility of remote\u002Fworkcation travel are the key drivers behind this growing trend. Women are also the dominant audience group, with 84% of global solo travellers being women. In fact, in 2024, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.condorferries.co.uk\u002Fsolo-travel-statistics?\">55%\u003C\u002Fa> of all Google searches for ‘solo travel’ are now being females and mostly made up of millennials.\u003C\u002Fp>\n\n\n\n\u003Cp>With the key drivers likely to stay a key part of our new everyday life and culture, there is no doubt that solo travelling is here to stay, and there’s huge potential for travel brands to tap into. Tailoring your offering to something that has the solo traveller in mind should be a key part of your strategy for 2025 – consider safety, social and solo-friendly accommodation as essentials and then ensure your messaging and targeting are aimed at this growing audience. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"from-business-to-bleisure\">From business to bleisure\u003C\u002Fh3>\n\n\n\n\u003Cp>Blending business and leisure continues to gain momentum in 2025 as consumers increase their focus on their work-life balance and take advantage of more flexible work policies to bring the two worlds together.\u003C\u002Fp>\n\n\n\n\u003Cp> A recent \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.americanexpress.com\u002Fen-us\u002Fbusiness\u002Ftrends-and-insights\u002Farticles\u002Fthe-blurred-lines-of-bleisure-travel-demands-updated-policies\">survey\u003C\u002Fa> by American Express states that a significant 87% of Millennials and Gen Z treat business travel as an opportunity to explore new places, with 80% carving out leisure time during work trips. In some cases, the younger generation would go as far as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.businessinsider.com\u002Fgen-z-bringing-plus-one-work-trips-not-telling-boss-2025-5\">inviting\u003C\u002Fa> a guest on a work trip, reflecting the desire to blend business and leisure. \u003C\u002Fp>\n\n\n\n\u003Cp>The mindset shift from “office-first” to “results-first” means workers are more likely to add personal time before or after work trips, especially when travelling to attractive destinations. Beyond this, with economic pressures and high travel costs, consumers are combining work and personal travel to get more value from one trip.\u003C\u002Fp>\n\n\n\n\u003Cp>This is a trend that Airbnb have certainly cottoned onto and benefited from, but they are not alone. Hotels, airlines, and destinations are now designing experiences around bleisure travellers: longer-stay offers, coworking spaces, wellness facilities and extended checkout times. Corporate travel programs are also beginning to support bleisure more formally.\u003C\u002Fp>\n\n\n\n\u003Cp>In short, bleisure is being accelerated by work flexibility, generational expectations, wellness priorities, cost efficiency, supportive corporate policies, and improved travel tech. Together, these trends are reshaping how travel brands design products, experiences, and policies to attract and support the modern business‑leisure traveller.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"making-the-holiday-budget-go-further\">Making the holiday budget go further \u003C\u002Fh3>\n\n\n\n\u003Cp>While consumers want to enjoy the holiday of their dreams and holiday spending continues to be prioritised over other non-essential spending, economic pressures are still heavily influencing consumer behaviour within the sector. \u003C\u002Fp>\n\n\n\n\u003Cp>One of the most obvious ways in which consumers are making holidays more affordable is taking advantage of any bundle or subscription offers, so buying now and paying later to spread the costs into more manageable instalments. \u003C\u002Fp>\n\n\n\n\u003Cp>But for the most savvy travellers, there are a few other budget strategies that they are leveraging.\u003Cbr>Globally, 42% of travellers are \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.criteo.com\u002Fblog\u002Fhow-cost-conscious-travelers-are-reshaping-travel\">opting\u003C\u002Fa> to either book early, with the UK and France being the most likely to do so. Other popular methods for saving money included travelling in off-peak seasons and choosing less expensive destinations – perhaps leading more consumers to look for more of those ‘undiscovered gems’.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"550\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fholiday-budgeting-importance.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34692\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Source: Criteo\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>But this doesn’t mean they are booking on a whim; if anything, due to their desire to be cost-efficient, the booking journey is longer than ever. According to Criteo, ‘travellers consider 4 air travel options and 21 hotel listings before booking’. That’s significantly more hotel options than flight,s and leaves the hotel booking path to be crowded and competitive.\u003C\u002Fp>\n\n\n\n\u003Cp>Another cost-saving technique is looking for dupe destinations. As many as \u003Cstrong>63%\u003C\u002Fstrong> of U.S. travellers are increasingly choosing to pick alternative ‘dupe’ locations to those that are more expensive. This is something that has been reflected across the social media world, where you see content creators sharing their dupe, or hidden gem locations, which are positioned as alternatives to popular destinations. \u003C\u002Fp>\n\n\n\n\u003Cp>But, for those who simply want to spend less but still escape their everyday life, there has been a rise in scaling back by either reducing the length of time or location. In the US, this year, it is expected that families will spend around \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.washingtonpost.com\u002Fbusiness\u002F2025\u002F07\u002F15\u002Fsummer-vacation-spending-slows\">25%\u003C\u002Fa> less on their holiday due to reasons such as wanting to save or not having the money. They plan to spend less by swapping expensive flights and hotels for drive-to destinations, day passes, and local deals. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"evolving-marketing-tactics-for-travel\">\u003Cstrong>Evolving marketing tactics for travel\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Travel brands are increasingly adopting innovative marketing tactics to capture attention and drive bookings. While loyalty programs like Emirates Skywards and Marriott Bonvoy continue to reward repeat customers and build long-term relationships, the way in which brands use more digital out-of-home (DOOH) advertising and TV campaigns is emerging as a powerful tool to engage audiences in real time. \u003C\u002Fp>\n\n\n\n\u003Cp>DOOH enables location-aware, immersive, and reactive messaging, while TV combines storytelling, humour, and celebrity to create memorable campaigns that resonate across multiple platforms. Together, these strategies show that travel marketing is evolving beyond points and perks—delivering experiences that are both personalised and highly visible.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"loyalty-marketing-beyond-airmiles\">Loyalty marketing: Beyond airmiles\u003C\u002Fh3>\n\n\n\n\u003Cp>In a world where consumers seek a more personalised and ‘rewarding’ experience when interacting with brands, and where brands are looking to nurture and retain their customers, loyalty marketing has a big role to play in the future of travel marketing. \u003C\u002Fp>\n\n\n\n\u003Cp>Travel brands worldwide are increasingly turning to loyalty marketing to deepen customer relationships and drive repeat bookings in a highly competitive market. Airlines like \u003Cstrong>Emirates\u003C\u002Fstrong> with its \u003Cem>Skywards\u003C\u002Fem> program and hotel groups such as \u003Cstrong>Marriott\u003C\u002Fstrong> with \u003Cem>Bonvoy\u003C\u002Fem> are using points, tiered rewards, and personalised offers to encourage travellers to stay within their ecosystems rather than shopping around.\u003C\u002Fp>\n\n\n\n\u003Cp>Skywards membership has shown a steady upward trajectory, from 20 million in 2018 to over 30 million by 2023, reflecting robust growth. Similarly, the Marriott’s programme has been well received by consumers across the world and as a result scaled massively; significantly outpacing many competitors with membership nearing the\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fskift.com\u002F2025\u002F02\u002F26\u002Fhotel-loyalty-race-marriott-leads-hilton-is-gaining-fast-see-the-top-13-programs\"> \u003Cstrong>280 million\u003C\u002Fstrong>\u003C\u002Fa> mark as of late 2024. This makes it the largest programme in its sector. \u003C\u002Fp>\n\n\n\n\u003Cp>Consumers love it because it goes beyond the classic airmiles incentive and rewards travellers with \u003Cstrong>Skywards Miles\u003C\u002Fstrong> and \u003Cstrong>Tier Miles\u003C\u002Fstrong>, which unlock different types of benefits. Having a tiered benefits system means users have excess to different benefits, which is a great way to make it accessible to a wider audience, while also making customers in the top tiers feel more valued. \u003C\u002Fp>\n\n\n\n\u003Cp>The lower tier unlocks benefits such as air miles and partner discounts, while the highest tier offers bonus airmiles, a free gold card for a partner or spouse, first-class check-in and lounge, guaranteed economy seat (even on fully booked flights) and priority on a waiting list for upgrades. All in all, they offer exclusive benefits that improve the experience of flying.\u003C\u002Fp>\n\n\n\n\u003Cp>Far from declining, loyalty marketing in travel is a \u003Cstrong>growing trend\u003C\u002Fstrong>, fueled by digital platforms that allow brands to deliver tailored perks and seamless redemption options. Consumers are generally receptive, with many valuing not just discounts but also exclusive experiences, convenience, and recognition, making loyalty programs an important differentiator in how they choose where to fly or stay.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"travel-brands-are-standing-out-with-dooh-advertising\">Travel brands are standing out with DOOH advertising\u003C\u002Fh3>\n\n\n\n\u003Cp>In 2024 and early 2025, several travel brands in the UK have raised the bar in digital out‑of‑home advertising, using real‑time data feeds, immersive creative formats, and location‑aware messaging to captivate audiences and drive measurable impact.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"po-cruises-immersive-3d-dooh-at-waterloo-underground-station\">P&O Cruises – Immersive 3D DOOH at Waterloo Underground Station\u003C\u002Fh4>\n\n\n\n\u003Cp>P&O Cruises launched its first-ever immersive, programmatic 3D DOOH \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.dooh.com\u002Fworks\u002Fholiday-like-never-before-dynamic\u002F\">campaign\u003C\u002Fa> at London Waterloo, where commuters descending the escalators were immersed in an undersea world with fish seemingly swimming out of screens. The campaign ran from December 2024 to early March 2025 and was created by Wavemaker UK, GroupM and DOOH.com, using geo‑location targeting and live API feeds that displayed real‑time ship positions and destination weather updates. Viewers were later retargeted via immersive 3D audio and display ads. The campaign earned the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.iabuk.com\u002Fnews-article\u002Fjoy-digital-award-po-cruises-victory-immersive-dooh-campaign\">IAB UK Joy of Digital Award \u003C\u002Fa>in February 2025 for its innovation and experiential impact.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"isle-of-man-tourism-airport%e2%80%91specific-dooh-airport-network\">Isle of Man Tourism – Airport‑specific DOOH Airport Network\u003C\u002Fh4>\n\n\n\n\u003Cp>Running across JCDecaux DOOH screens in key UK airports, including London, Edinburgh, Manchester and Bristol, the Isle of Man Tourism campaign featured highly personalised creative messaging directed at travellers. Each creative was tailored to travellers based on their departure city, highlighting the exact distance to the Isle of Man. According to StackAdapt, these DOOH ads delivered a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.stackadapt.com\u002Fcase-studies\u002Fdigital-willow-generates-brand-awareness-with-dooh-ads\">263 %\u003C\u002Fa> increase in click volume on searches for “Isle of Man,” underlining the campaign’s significant uplift in engagement and awareness.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"eurostar-live%e2%80%91reactive-dooh-around-paris-2024-olympics\">Eurostar – Live‑Reactive DOOH Around Paris 2024 Olympics\u003C\u002Fh4>\n\n\n\n\u003Cp>During the Paris 2024 Olympics, Eurostar ran a live-reactive \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.dooh.com\u002Fnews\u002Fdynamic-summer-of-sport\u002F\">DOOH campaign\u003C\u002Fa> across London and other UK cities via Ocean Outdoor and JCDecaux. Creatives automatically updated whenever Team GB won medals, aligning the brand with national excitement in real time and leveraging emotional connection via dynamic placements.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"norse-atlantic-airways-weather-triggered-dooh\">Norse  Atlantic Airways – Weather Triggered DOOH\u003C\u002Fh4>\n\n\n\n\u003Cp>Established in 2022, Norse Atlantic Airways is a challenger airline, operating low-cost transatlantic flights from Europe to North America. It’s seen impressive growth over the last few years, capturing market share on competitive routes traditionally dominated by long-standing airlines. \u003C\u002Fp>\n\n\n\n\u003Cp>At the start of 2024, Norse launched flights to winter sun routes: Jamaica, Barbados and LA. With these routes already having substantial competition and a high seasonality trend, Norse \u003C\u002Fp>\n\n\n\n\u003Cp>challenged Impression to drive awareness of its new routes to a highly relevant audience.\u003C\u002Fp>\n\n\n\n\u003Cp>Research showed that Norse’s target audience is inspired by idyllic social media depictions, others take recommendations from friends and family, and some are looking to escape bad weather. Knowing that bad weather is a key driver of holiday bookings, we determined that Digital Out Of Home (DOOH) activity would allow us to reach our audience at the most poignant moment – when they are outside experiencing it\u003C\u002Fp>\n\n\n\n\u003Cp>Our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fnorse-programmatic\u002F\">programmatic experts\u003C\u002Fa> launched a weather-reactive strategy using the two most common weather conditions for January and February in the vicinity of Norse’s home airport – rain and cloud. The messaging would acknowledge the current weather conditions and encourage our audience to ‘ditch their wellies’ in favour of the warm weather in the new travel destinations.\u003C\u002Fp>\n\n\n\n\u003Cp>The results clearly show that DOOH brand activity has a halo effect on online media, driving engagement amongst primed audiences.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"tv-inspiration\">TV inspiration\u003C\u002Fh3>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"jet2-viral-jingle-from-tv-ad\">Jet2 – Viral Jingle from TV Ad\u003C\u002Fh4>\n\n\n\n\u003Cp>What started as a TV advert has turned into a viral phenomenon for Jet2. Back in 2022, they launched their summer campaign, which featured the catchy jingle that was reused in-flight and quickly became a staple in their brand suite. However, three years later, the ad’s \u003Cstrong>catchy jingle\u003C\u002Fstrong> was lifted from Jet2’s TV spot and began being reused by TikTok creators. \u003C\u002Fp>\n\n\n\n\u003Cp>The initial wave of memes paired the upbeat audio that claims ‘Nothing beats a Jet2 Holidays’ with contrasting, often disastrous scenarios such as airport chaos, sunburn, or everyday mishaps, which in turn created humour content for social. From TikTok, the trend quickly spread to Instagram Reels and X (Twitter), where it reached a wider audience and became one of the summer’s most viral soundtracks. It has now been featured in more than \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Fmedia\u002F2025\u002Fjul\u002F19\u002Fa-pr-dream-or-disaster-jet2s-holiday-advert-finds-new-life-as-joke-meme\">1.3million\u003C\u002Fa> videos. \u003C\u002Fp>\n\n\n\n\u003Cp>This rapid evolution of a meme reminds brands that sometimes a little humour can go a long way, and can play very much into the hands of online creators who have huge influence. It also shows how impactful something so simple and traditional, such as a jingle, can be, and while it wasn’t planned by the brand, the fact that they have embraced this growing trend has only helped to boost their presence online. \u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"tourism-australia-come-and-say-gday\">Tourism Australia – “Come and Say G’Day”\u003C\u002Fh4>\n\n\n\n\u003Cp>Australia’s tourism board is continuing its global “\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=1324qyKUIdA\">Come and Say G’Day”\u003C\u002Fa> campaign, refreshing the series with localised celebrity ambassadors for different markets: Robert Irwin in the U.S., Nigella Lawson for the U.K., plus regional figures in India, China, and Japan. \u003C\u002Fp>\n\n\n\n\u003Cp>The humorous and heartwarming spots feature iconic Aussie tropes like Irwin rescuing a tourist stranded in the outback and Nigella enjoying a BBQ banquet, which are all humorous and tailored for each audience. The advert blends several smart marketing principles, and as a result, it has been highly effective. \u003C\u002Fp>\n\n\n\n\u003Cp>As a result, the original campaign goal was more than doubled, securing 1.06 billion earned media impressions through 516 placements, largely driven by national US TV placements and online syndication of content in US media. Based on the ad equivalency of $6.67 million from earned media generated, Tourism Australia recorded an ROI of 10:1. \u003C\u002Fp>\n\n\n\n\u003Cp>What’s more, since its launch in October 2022, the ‘Come and Say G’day’ campaign has increased holiday consideration for Australia by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.mediaweek.com.au\u002Ftourism-australia-cmo-on-second-chapter-of-come-and-say-gday\">10%\u003C\u002Fa> in the US, UK and China. \u003C\u002Fp>\n\n\n\n\u003Cp>For travel brands considering using TV in their marketing mix in the future, they can certainly learn that combining humour, celebrity, a focus on experience and the need to make content that can be distributed across multiple video platforms is definitely a guaranteed path to success. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"grow-your-travel-tourism-brand-with-impression\">\u003Cstrong>Grow your travel & tourism brand with Impression\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We’ve helped to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Findustry\u002Ftravel\u002F\">grow a range of global travel brands\u003C\u002Fa> through our digital marketing service offering, spanning everything from overarching \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategies\u003C\u002Fa> to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">paid media\u003C\u002Fa>, and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">digital experience\u003C\u002Fa>. \u003Cbr>Ready to learn more about what we can do for your business? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch today\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27526\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":109,"protected":200},34704,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":524,"_yoast_wpseo_metadesc":525,"inline_featured_image":200,"footnotes":5},"The Future of Travel & Tourism: Key Industry Trends | Impression","See how travel brands are shifting their strategies to meet these changing demands; reimagining how they engage audiences at every touchpoint.",[209,210],[],[213],[530,94,216,217,218,219,220,221,222],"post-34682",[],[],[534,535,536,537],{"path":175,"name":176},{"path":228,"name":229},{"path":281,"name":280},{"path":184,"name":538},"The future of Travel & Tourism: Key industry 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class=\"has-medium-font-size\">\u003Cstrong>SEO and PPC are often the bread and butter of many marketing strategies. Why? Because we, as consumers, heavily rely on search engines. Understanding the difference between the two is central to a holistic approach to search marketing.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Search advertising accounts for around 42% of digital marketing revenue globally each year – and Google alone processes in excess of 8.5 billion searches per day. Whether we go somewhere, research a product\u002Fservice or make a purchase, our typical online journey will often feature a search engine, and sometimes more than once.\u003C\u002Fp>\n\n\n\n\u003Cp>But too often brands handle their SEO and PPC strategies in silo. The famous ‘war of the SERPs’ is often fueled by the fact that the two channels are managed by different teams or agencies, and often get pitched against one another. \u003C\u002Fp>\n\n\n\n\u003Cp>While they do have several fundamental differences, finding a way to integrate your activities and to look at search more holistically can create results that wouldn’t be possible when working in silos. While this may sound simple, there are always challenges, for example, having a clear, mutual understanding of the role of each channel and the pros and cons that come with that.\u003C\u002Fp>\n\n\n\n\u003Cp>There’s plenty to unpack here. Use the links below to navigate to a specific section:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#defining-seo-and-ppc\">Defining SEO and PPC\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-is-search-engine-optimisation-seo\">What is search engine optimisation (SEO)?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-is-ppc\">What is PPC?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-are-the-differences-between-seo-and-ppc\">What are the differences between SEO and PPC?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#seo-and-ppc-focus-on-different-features-of-the-serp-landscape\">SEO and PPC focus on different features of the SERP landscape\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ppc-involves-paid-ads-seo-requires-an-investment-in-time\">PPC involves paid ads; SEO requires an investment in time\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#metrics-and-kpis-for-seo-and-ppc\">Metrics and KPIs for SEO and PPC\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#paid-organic-weighing-up-the-pros-and-cons\">Paid & Organic, weighing up the pros and cons\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#benefits-of-seo\">Benefits of SEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#challenges-associated-with-seo\">Challenges associated with SEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#benefits-of-ppc\">Benefits of PPC\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#challenges-associated-with-ppc\">Challenges associated with PPC\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#should-i-invest-in-seo-or-ppc\">Should I invest in SEO or PPC?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#seo-and-ppc-integration-strategies\">SEO and PPC integration strategies\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#maximising-your-visibility-in-the-serps\">Maximising your visibility in the SERPs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#data-sharing-to-highlight-opportunities-and-keyword-gaps\">Data sharing to highlight opportunities and keyword gaps\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#using-google-ads-search-term-reports-to-learn-and-inform\">Using Google Ads search term reports to learn and inform\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#identifying-content-gaps-and-long-tail-keywords\">Identifying content gaps and long-tail keywords\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#holistic-search-behaviour-analysis\">Holistic search behaviour analysis\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#landing-page-experience-and-google-ads-quality-scores\">Landing page experience and Google Ads Quality Scores\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#cross-channel-promotion\">Cross-channel promotion\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#analysing-assisted-conversions-and-channel-interaction\">Analysing assisted conversions and channel interaction\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#finding-a-cross-channel-agency-partner\">Finding a cross-channel agency partner\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#next-steps\">Next steps\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Ready to discover how SEO and PPC could work for your business? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Speak to our team today\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"defining-seo-and-ppc\">\u003Cstrong>Defining SEO and PPC\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-search-engine-optimisation-seo\">What is search engine optimisation (SEO)?\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> is the process of improving your website to help it rank higher in the search results for queries made on search engines like Google and Bing. \u003C\u002Fp>\n\n\n\n\u003Cp>But today, search is becoming more fragmented as users are using social platforms (e.g. YouTube, TikTok) and even retailers (e.g. Amazon) to search. As a result, this has introduced a new dimension to the practice of SEO.\u003C\u002Fp>\n\n\n\n\u003Cp>Holistic SEO strategies focus on three main pillars:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Technical: \u003C\u002Fstrong>Optimising the technical foundations of your website to offer a better user experience whilst enabling search engines to crawl, index, and rank your pages.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Content:\u003C\u002Fstrong> Work that focuses on written and multimedia content on your landing pages, optimising them for users and search engines.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Off-page:\u003C\u002Fstrong> Activities done off-site to build backlinks towards your domain and improve its authority – each link to your site is viewed as a ‘vote of confidence’ by search engines, passing on link equity that helps your pages to rank higher.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"937\" height=\"446\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fthe-search-engine-the-user.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28228\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-ppc\">What is PPC?\u003C\u002Fh3>\n\n\n\n\u003Cp>Pay-per-click (\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>) is a form of digital marketing where advertisers pay each time a user clicks on one of their ads by bidding on keywords for a chance to show in their search results.\u003C\u002Fp>\n\n\n\n\u003Cp>The most common form of pay-per-click is through search engines such as Google and Bing, where users bid to appear at the top of the SERPs for relevant keywords. The ads offer great flexibility as you can make real-time changes to your targeting audience, bid strategy, budget and ad copy. \u003C\u002Fp>\n\n\n\n\u003Cp>Businesses use PPC ads to ensure their products and services are highly visible at the exact moment a user is searching for exactly what they offer.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-are-the-differences-between-seo-and-ppc\">\u003Cstrong>What are the differences between SEO and PPC?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In summary, SEO is a set of practices that you follow to organically improve your visibility on search engine result pages and drive traffic to your site. PPC (pay-per-click) is a form of paid advertising where sites pay each time their paid search, social or display ad is clicked.\u003C\u002Fp>\n\n\n\n\u003Cp>However, the true answer to this question is more complex as there are many other key differences, such as:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>SEO and PPC focus on different features of the SERP landscape\u003C\u002Fli>\n\n\n\n\u003Cli>PPC involves paid ads; SEO requires an investment in time\u003C\u002Fli>\n\n\n\n\u003Cli>Channel performance is measured with different KPIs\u003C\u002Fli>\n\n\n\n\u003Cli>PPC can provide quick results while SEO focuses on the long-term\u003C\u002Fli>\n\n\n\n\u003Cli>SEO targets users purely on keywords, while PPC can layer in geo and demographic targeting\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"seo-and-ppc-focus-on-different-features-of-the-serp-landscape\">SEO and PPC focus on different features of the SERP landscape\u003C\u002Fh3>\n\n\n\n\u003Cp>Gone are the days when the SERPs only included blue links – today the modern search landscape is complex and diverse. It’s filled with various SERP features, many of which are up for grabs and offer their own opportunities. \u003C\u002Fp>\n\n\n\n\u003Cp>Generally, each feature fits into one of the following categories:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Knowledge graph features: Appears in a panel or box on the SERP, often on the right-hand side.\u003C\u002Fli>\n\n\n\n\u003Cli>Rich snippets: Adds extra visuals to a result, like stars in product reviews or photos in news results.\u003C\u002Fli>\n\n\n\n\u003Cli>Paid results: You can buy these by bidding on relevant keywords. Paid results will include a label at the top to specify that the result is an ad.\u003C\u002Fli>\n\n\n\n\u003Cli>Universal results: Special results that appear alongside organic ones, such as Images, Videos, Maps, News, and Shopping.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fserp-category-feature-types.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28253\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>With the exception of paid results and a few outliers, the majority of the features you see here can be influenced by SEO in some shape or form. Well-informed digital marketers will understand the difference between organic features and those that sit within the umbrella of PPC. Beyond this, capturing these results for your site is a matter of understanding their individual nuances (and this is covered in greater depth in our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fserp-features\u002F\">guide to SERP features\u003C\u002Fa>).\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"ppc-involves-paid-ads-seo-requires-an-investment-in-time\">PPC involves paid ads; SEO requires an investment in time\u003C\u002Fh3>\n\n\n\n\u003Cp>One of the most obvious differences between PPC and SEO is the different types of investments required to be successful. \u003C\u002Fp>\n\n\n\n\u003Cp>While both require time to set up, monitor and optimise, PPC delivers quicker results as you can effectively have an ad campaign researched, set up, running and driving traffic within hours if you truly want to. (That said, we’d always recommend a more careful and considered approach to running PPC campaigns.)\u003C\u002Fp>\n\n\n\n\u003Cp>SEO typically takes longer to deliver meaningful results. The time required to achieve growth depends to a great extent on the position and condition of your website, Without the right \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\u002F\">technical foundations\u003C\u002Fa> to begin with, an SEO campaign can take a good while to get off the ground even if you have significant resources to put into content.\u003C\u002Fp>\n\n\n\n\u003Cp>The old adage ‘content is king’ still rings true today – and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fseo-content-agency\u002F\">content\u003C\u002Fa> is where the majority of time and effort is invested for many SEO strategies. Within this area of SEO, time is typically split between creating new landing pages and optimising existing ones (improving visibility for existing rankings and acting on new keyword opportunities as they arise).\u003C\u002Fp>\n\n\n\n\u003Cp>Beyond this, you will also need to invest time and effort into \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Flink-building\u002F\">link building\u003C\u002Fa>, which will require you to explore creative ways to secure links naturally, from relevant, authoritative sources. This largely means creating newsworthy content that can be shared with journalists and publishers on their sites, which again all takes time. \u003C\u002Fp>\n\n\n\n\u003Cp>And all of this doesn’t take into account ongoing technical maintenance. A sizable portion of any SEO strategy should be dedicated to crawling your website routinely and addressing any technical issues (which often need a web developer’s time and support to resolve).\u003C\u002Fp>\n\n\n\n\u003Cp>Ultimately, the key difference comes down to investing more time vs money. PPC will cost you more in the immediate term, but you’re paying the price to quickly access and reach relevant audiences. Investing in SEO is a long-term move: it won’t yield results instantly but the ROI of SEO compounds over time.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fcustomer-acquisition-over-time.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28251\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"metrics-and-kpis-for-seo-and-ppc\">Metrics and KPIs for SEO and PPC\u003C\u002Fh3>\n\n\n\n\u003Cp>The metrics used to assess opportunities and analyse performance in SEO and PPC advertising differ due to the distinct nature of these two digital marketing channels. While both are important and there is some overlap, they will often play different roles in the marketing mix and therefore will require different KPIs to measure their performance accurately. \u003C\u002Fp>\n\n\n\n\u003Cp>In SEO, metrics focus on organic search visibility, website traffic, and user engagement.\u003C\u002Fp>\n\n\n\n\u003Cp>Key metrics include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Organic search rankings for target keywords (often referred to as visibility)\u003C\u002Fli>\n\n\n\n\u003Cli>Organic traffic volume (sessions\u002Fclicks)\u003C\u002Fli>\n\n\n\n\u003Cli>Click-through rates (CTR) from search engine results pages (SERPs)\u003C\u002Fli>\n\n\n\n\u003Cli>Organic conversion rate\u003C\u002Fli>\n\n\n\n\u003Cli>Organic conversions.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Forganic-search-summary.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28249\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>These metrics should then be underpinned by quality and engagement metrics such as bounce rate, time on page, and pages per session. Taken together, this data provides useful insights into the effectiveness of SEO efforts in driving organic search traffic to the website, as well as user behaviour and satisfaction with the website’s content and user experience (factors which are increasingly vital to organic rankings).\u003C\u002Fp>\n\n\n\n\u003Cp>On the other hand, PPC metrics revolve around paid advertising performance and return on investment (ROI). \u003C\u002Fp>\n\n\n\n\u003Cp>Key metrics in PPC include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Click-through rate (CTR)\u003C\u002Fli>\n\n\n\n\u003Cli>Cost per click (CPC) \u003C\u002Fli>\n\n\n\n\u003Cli>Conversions\u003C\u002Fli>\n\n\n\n\u003Cli>Conversion rate\u003C\u002Fli>\n\n\n\n\u003Cli>Cost per acquisition (CPA)\u003C\u002Fli>\n\n\n\n\u003Cli>Return on ad spend (ROAS)\u003C\u002Fli>\n\n\n\n\u003Cli>Impression share (IS). \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fpaid-search-summary.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28247\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>These KPIs focus on the effectiveness of paid ads in generating clicks, conversions, and revenue, as well as the efficiency of ad spend in achieving marketing objectives. \u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, PPC platforms provide detailed targeting and audience segmentation metrics, such as demographics, location, device type, and interests, which allow advertisers to assess the relevance and effectiveness of their ad targeting strategies.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"paid-organic-weighing-up-the-pros-and-cons\">Paid & Organic, \u003Cstrong>weighing up the pros and cons\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Both channels play an important role, offering different benefits and challenges – but how do you know which is most suitable for your situation?\u003C\u002Fp>\n\n\n\n\u003Cp>To answer this question, you need to understand the key benefits and challenges for each channel so you can see which best suits your business needs and objectives. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"benefits-of-seo\">Benefits of SEO\u003C\u002Fh3>\n\n\n\n\u003Cp>Search engines receive billions of searches every day – and many of those are conducted by potential buyers – so there’s no doubt that SEO provides great opportunities and benefits for your business. But let’s take a look at some of the key benefits of SEO:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>You can attain visibility for popular search queries organically, effectively driving traffic for ‘free’.\u003C\u002Fli>\n\n\n\n\u003Cli>Having visibility in the SERPs can create trust, credibility, brand awareness and exposure.\u003C\u002Fli>\n\n\n\n\u003Cli>It’s cost-effective – while you initially spend time and effort on your website and content production, you can continue to reap the rewards with the right maintenance.\u003C\u002Fli>\n\n\n\n\u003Cli>It connects you with customers throughout their buyer’s journey as you can optimise and appear for different types of search queries (from top-of-funnel informational keywords to transactional terms that users search right before purchasing).\u003C\u002Fli>\n\n\n\n\u003Cli>SEO is a scalable customer acquisition channel, with the impact of optimisation often snowballing over time.\u003C\u002Fli>\n\n\n\n\u003Cli>Results are quantifiable and easy to measure.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"challenges-associated-with-seo\">Challenges associated with SEO\u003C\u002Fh3>\n\n\n\n\u003Cp>However, as with any marketing channel, SEO presents certain challenges for digital marketers:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Staying up-to-date and in line with algorithm changes – as Google continues to experiment with changes to the way its search engines work, securing top rankings can often feel like hitting a moving target. \u003C\u002Fli>\n\n\n\n\u003Cli>Having the resource to create quality content at scale, while considering the different formats and snippets you could be securing in the SERPs.\u003C\u002Fli>\n\n\n\n\u003Cli>The rise of zero-click searches: Google’s Search Generative Experience (SGE) is changing the way users interact with search results. With SGE users can engage in a conversation with AI without having to click through to a landing page to access the relevant information to get the answers they need.\u003C\u002Fli>\n\n\n\n\u003Cli>Getting and maintaining buy-in from senior stakeholders when growth is slow to materialise.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkeyword-cannibalisation\u002F\">Keyword and content cannibalisation\u003C\u002Fa> (where pages compete to rank for the same keywords, often resulting in reduced performance). This is especially challenging on larger ecommerce websites.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"benefits-of-ppc\">Benefits of PPC\u003C\u002Fh3>\n\n\n\n\u003Cp>PPC advertising offers a multitude of benefits for businesses looking to boost their online presence and drive targeted traffic to their websites. \u003C\u002Fp>\n\n\n\n\u003Cp>Arguably the greatest advantage is that PPC provides immediate visibility, allowing businesses to appear at the top of search engine results pages (SERPs) for relevant keywords. This instant exposure can lead to increased brand awareness and website traffic. \u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, PPC offers precise targeting options, enabling advertisers to reach their desired audience based on factors such as demographics, location, interests, and even device types.\u003C\u002Fp>\n\n\n\n\u003Cp>PPC campaigns are also highly measurable, providing detailed insights into the performance of ads in real time. This level of data enables advertisers to continuously optimise their campaigns for improved results, including higher click-through rates, lower cost-per-click, and ultimately maximised return on investment (ROI). \u003C\u002Fp>\n\n\n\n\u003Cp>But as one of the most powerful advertising tools, there are many more benefits to using PPC within your marketing mix. Some additional benefits include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The ability to flex budget – advertisers have control over how much they are willing to spend on each click or conversion, making it suitable for businesses of all sizes and budgets. \u003C\u002Fli>\n\n\n\n\u003Cli>Unlike SEO, algorithm changes have little impact (although there are still industry developments to factor in, such as the requirement to implement \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-consent-mode\u002F\">Google Consent Mode\u003C\u002Fa>).\u003C\u002Fli>\n\n\n\n\u003Cli>It’s easy to conduct tests to optimise push and maintain control of your spending and return.\u003C\u002Fli>\n\n\n\n\u003Cli>With new formats such as Demand Generation, advertisers can now advertise across different Google platforms with one campaign.\u003C\u002Fli>\n\n\n\n\u003Cli>PPC advertising provides a wealth of data that can influence other channel strategies such as SEO or content marketing – for example, it can be used to test the effectiveness of ad messaging and provide keyword-level conversion data.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"challenges-associated-with-ppc\">Challenges associated with PPC\u003C\u002Fh3>\n\n\n\n\u003Cp>While PPC advertising presents numerous benefits, it also comes with its fair share of challenges. \u003C\u002Fp>\n\n\n\n\u003Cp>One significant challenge can be the cost. Increasing competition within the digital advertising space is resulting in rising costs per click (CPC). As more businesses invest in PPC, especially for highly competitive keywords, the bidding process becomes more intense, driving up the cost to maintain top ad positions. This can strain the budgets of advertisers, particularly smaller businesses with limited resources, and necessitates strategic budget allocation and keyword selection to achieve desired results within budget constraints.\u003C\u002Fp>\n\n\n\n\u003Cp>Another challenge is the complexity of PPC platforms and algorithms. Major platforms like Google Ads and Microsoft Advertising continuously update their algorithms and introduce new features, requiring advertisers to stay abreast of changes and adapt their strategies accordingly. \u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, mastering the intricacies of campaign setup, keyword targeting, ad copy optimisation, and bid management can be daunting for newcomers to PPC advertising. Without a solid understanding of these elements, advertisers may struggle to achieve optimal results and may even inadvertently waste budget on ineffective campaigns. Therefore, ongoing education and staying informed about industry best practices are essential to navigate the complexities of PPC advertising effectively.\u003C\u002Fp>\n\n\n\n\u003Cp>A few other common challenges with PPC advertising include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Sales attribution – with the removal of cookies and ongoing iOS updates,  it has become even harder to accurately attribute where your sales are coming from and how to then make the correct decisions on how to scale your best-performing ads and turn off the worst performers.\u003C\u002Fli>\n\n\n\n\u003Cli>Ad fatigue – when your target audience becomes bored or disinterested in your ads, we call this ad fatigue. This can happen if you continue to use the same advert for a long period of time. and\u002For your creatives are simply not engaging enough. As a result, you’ll see a decline in CTR and a drop in your ROI. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"should-i-invest-in-seo-or-ppc\">\u003Cstrong>Should I invest in SEO or PPC?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If you need quick results and have a reasonable budget you should use PPC as a priority. But as a long-term strategy, investing in SEO will help to drive substantial ROI in the future. Ideally, it’s advisable to use both channels simultaneously. \u003C\u002Fp>\n\n\n\n\u003Cp>This is because\u003Cem> \u003C\u002Fem>combining PPC advertising with SEO can yield powerful results that amplify the effectiveness of each strategy. By leveraging their key difference of immediate vs long-term results will improve your marketing efficiency while allowing you to have a strong presence in the SERPs across the full customer journey. \u003C\u002Fp>\n\n\n\n\u003Cp>But unfortunately, SEO and PPC are often handled in silos, treated as competitor services or, even worse, cannibals of each other’s success. For this reason, many will choose to stick to one path, working away to achieve success in the channel they feel works best for them. Further to this, dedicated SEO and PPC agencies offer these services exclusively, eschewing the other in the process and further fueling the longstanding war of the SERPs between organic and paid.\u003C\u002Fp>\n\n\n\n\u003Cp>It doesn’t have to – and shouldn’t, in my opinion – be this way. Integrating your SEO and PPC activities together successfully can create results you couldn’t achieve without them in concert, and the data you can gather from this marriage can be a powerful tool in its own right.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27526\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"seo-and-ppc-integration-strategies\">\u003Cstrong>SEO and PPC integration strategies\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The first thing to understand is why integration of PPC & SEO channels is beneficial, and whether it could work for your business. There are a couple of points to raise here and it’s important to stress that all of these benefits are the product of a well-executed strategy!\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"maximising-your-visibility-in-the-serps\">Maximising your visibility in the SERPs\u003C\u002Fh3>\n\n\n\n\u003Cp>One key advantage of PPC and SEO working together is the ability to cover more ground within search engine results.\u003C\u002Fp>\n\n\n\n\u003Cp>You can be an SEO guru and put your website at the top of organic results for that key search term you’ve targeted, but if a PPC wizard decides to step in, you’re going to have to take a step off the podium and settle for second, or third… or fourth. \u003C\u002Fp>\n\n\n\n\u003Cp>Conversely, a top-paid ad placement is still just that – an advert. Users have gotten accustomed to how Google and Bing deliver ads within their search engines and some users will simply skip right by to look at those trusty organic results. No matter what you do, you’re destined to lose clicks to wary internet lurkers.\u003C\u002Fp>\n\n\n\n\u003Cp>But what if we combine powers? If you can capture the top organic placements and have a prominent presence in the paid space too? That’s when you begin to really maximise your visibility.\u003C\u002Fp>\n\n\n\n\u003Cp>Some would argue that there is cannibalisation here: you’re either wasting money on a click that could have been organic or you’re wasting time optimising for the queries your PPC team owns.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s hard to know what the perfect balance is, but the most important part is to target the right queries with both channels. If there’s no paid competition and you occupy the top organic position, there’s little reason to spend your budget stealing clicks away from your organic result that will gather the majority anyway for free, unless you really want that SERP real estate.\u003C\u002Fp>\n\n\n\n\u003Cp>At Impression, we’ve seen excellent results for our clients by monitoring impression share on PPC keywords.\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>Impression share – the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>A high impression share indicates that there’s little competition from other advertisers – and if we’re already ranking in position 1 organically, we may consider pulling back on ad spend for that keyword and allowing our organic listing to take the clicks.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"data-sharing-to-highlight-opportunities-and-keyword-gaps\">Data sharing to highlight opportunities and keyword gaps\u003C\u002Fh3>\n\n\n\n\u003Cp>As marketers, we love data. And the more we can get of it to create a complete picture, the better. \u003C\u002Fp>\n\n\n\n\u003Cp>So, one of the great benefits of an integrated PPC and SEO strategy is the way they complement each other in terms of data and insights. PPC campaigns provide valuable data on keyword performance, ad copy effectiveness, and audience behaviour, which can inform SEO strategies and vice versa. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, insights gained from PPC campaigns can help identify high-converting keywords that can then be optimised for organic search through SEO efforts. \u003C\u002Fp>\n\n\n\n\u003Cp>If you are able to use third-party tools to access search demand data, you can marry this with the data provided by Search Console and your PPC account to create a holistic dataset that will be filled with useful insights on search behaviours and performance. \u003C\u002Fp>\n\n\n\n\u003Cp>Some popular use cases of using PPC and SEO data to improve your search performance include:\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"using-google-ads-search-term-reports-to-learn-and-inform\">Using Google Ads search term reports to learn and inform\u003C\u002Fh4>\n\n\n\n\u003Cp>Reviewing the exact search queries used by users who clicked on your PPC ads, along with a number of additional metrics, such as the campaign and ad group triggered, is valuable for SEO as you can use it to uncover a number of things that can help to inform your efforts.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"identifying-content-gaps-and-long-tail-keywords\">Identifying content gaps and long-tail keywords\u003C\u002Fh4>\n\n\n\n\u003Cp>You can assess gaps in your existing content and discover valuable long-tail keyword opportunities by reviewing the search terms themselves, looking for any that you’ve received multiple impressions for, or a cluster of semantically similar phrases you can speak about.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"holistic-search-behaviour-analysis\">Holistic search behaviour analysis\u003C\u002Fh4>\n\n\n\n\u003Cp>You can use the data and reports provided either in-platform or through third-party tools to analyse user search behaviour, giving you a better understanding of how they’re actually searching within your niche. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"landing-page-experience-and-google-ads-quality-scores\">Landing page experience and Google Ads Quality Scores\u003C\u002Fh3>\n\n\n\n\u003Cp>To maximise the performance of any traffic-driving channel, you should also ensure you’re creating a landing page experience that meets or even exceeds the user’s expectations and is an overall positive experience. \u003C\u002Fp>\n\n\n\n\u003Cp>Besides helping to improve the on-site conversion rate, improving the landing page experience will also provide huge benefits to other aspects of your PPC and SEO performance. For example, landing page experience is a key factor that contributes to the Google Ad Quality score, so the better the experience, the better your score which means you are likely to pay less to be visible. \u003C\u002Fp>\n\n\n\n\u003Cp>Both Google Ads data and data from third-party SEO tools largely end at the click (outside of conversion reporting), meaning it doesn’t track any on-page metrics. It’s far more effective to utilise analytics data to view individual page performance through the analysis of behaviour metrics, user journeys, and engagement. But when used together, you can easily identify the priority pages to review (those with the highest visits) and then turn to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">digital experience\u003C\u002Fa> support to boost your engagement metrics. \u003C\u002Fp>\n\n\n\n\u003Cp>At Impression, our teams support each other across SEO, paid media, and digital experience to build highly engaging landing pages that satisfy users’ intent – resulting in cheaper CPCs, more conversions, and better visibility across the board.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fimpression-seo-service-page.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28243\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Impression’s SEO agency landing page optimised for users and search engines\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"cross-channel-promotion\">Cross-channel promotion\u003C\u002Fh3>\n\n\n\n\u003Cp>PPC can be a quick way to drive traffic, and investing in campaigns that help amplify high-performing content can be a great way to expand your reach within a relevant audience pool. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, let’s say your business is in the automotive industry and you have a high-converting guide about switching to an electric car. \u003C\u002Fp>\n\n\n\n\u003Cp>You may currently see great SEO results and plenty of organic traffic, but imagine what you could do if you expanded your reach and put your guide in front of more in-market users who are potentially on other channels or using other search terms.\u003C\u002Fp>\n\n\n\n\u003Cp>This is where \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002Fremarketing\u002F\">remarketing\u003C\u002Fa> comes in, allowing you to serve ads to users who have previously interacted with your site. You already know that your target audience is interested, so it’s an effective and efficient way to increase lead or conversion volumes for either a specific period of time or as an ongoing activity if it continues to perform well.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002Fremarketing\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"analysing-assisted-conversions-and-channel-interaction\">Analysing assisted conversions and channel interaction\u003C\u002Fh3>\n\n\n\n\u003Cp>Assisted conversions are one of the most underappreciated metrics within Analytics, despite being a key aspect of understanding your real conversion funnel.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s too easy to see a low number of conversions – or a poor cost\u002Fconversion ratio – from a given channel and decide the time spent wasn’t worth it, leading to a reduction in resources – social, referral and email channels often suffer from this, in particular.\u003C\u002Fp>\n\n\n\n\u003Cp>An assisted conversion is any channel that a user engages with prior to the end conversion, such as a shopper who found your product through organic search, went away to compare prices, and then came back directly to your site to purchase. In that instance, the conversion would be granted to direct, whilst organic would get an assisted conversion. This data can be found in Analytics under Conversions > Assisted Conversions.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"816\" height=\"187\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fassisted-conversions-channel-interactions.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28241\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>We can see that the above data better illustrates the relationship between different channels and how they typically convert. Note the ratio of assisted conversions to conversions for social networks – it’s 7.25 times more likely to be part of a conversion funnel, but not the key driver. Does that sound valuable to your business? Would conversions have been lost if social had not been a step in the conversion process? These questions can help you understand how channels work together, which is particularly effective for a combined marketing campaign for SEO and PPC.\u003C\u002Fp>\n\n\n\n\u003Cp>We can further analyse the relationship of channels by analysing the conversion paths users have taken to convert. Conversion paths provide much-needed context to the previous data and can help you to understand your users better in the process. I’ve used the same dataset as above to provide cohesion in our analysis.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"631\" height=\"455\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fmcf-channel-grouping-path.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28239\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Organic search is both a strong standalone channel and a key driver to start user journeys for other channel conversions. Paid Search achieves a similar result, which could be grounds to increase the budget and scale of the campaign. Direct, on the other hand, serves only as a final path in the user’s journey, and doesn’t serve other channels well.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s important to note that single-step conversions are not shown by default – you’ll need to adjust the segments to see this data.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"finding-a-cross-channel-agency-partner\">\u003Cstrong>Finding a cross-channel agency partner\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>By now, we’ve hopefully demonstrated and convinced you that the only way forward is to embrace and deploy an integrated approach to your PPC and SEO strategies. You’ll also have a clear understanding of how you can make this happen, but often there is one fundamental factor that can make implementing an integrated strategy more challenging – working with two different agencies. \u003C\u002Fp>\n\n\n\n\u003Cp>While the majority of agencies will have a positive working relationship, this may not always be the case. In this instance, it can cause a bit of a headache in terms of bringing the two channels together and ensuring you not only have full transparency on how each channel is performing, but you can work together on overcoming any challenges or unlocking new opportunities. \u003C\u002Fp>\n\n\n\n\u003Cp>Beyond the ‘battle of the agencies’, choosing to have one agency partner to manage both channels can provide great efficiencies when managing your marketing budget and resources. \u003C\u002Fp>\n\n\n\n\u003Cp>Moreover, integrated management allows for better coordination and optimisation of resources. A single agency handling both SEO and PPC can allocate budgets, analyse data, and adjust strategies more efficiently, as they have a holistic view of the digital marketing landscape. \u003C\u002Fp>\n\n\n\n\u003Cp>This integrated approach enables agencies to identify synergies between SEO and PPC efforts, such as using PPC data to inform keyword targeting and content optimisation for SEO or leveraging SEO insights to refine PPC ad copy and targeting. By leveraging the strengths of both channels in tandem, businesses can maximise their online visibility, drive qualified traffic, and achieve their marketing objectives more effectively. \u003C\u002Fp>\n\n\n\n\u003Cp>But, with so many SEO or PPC specialist agencies out there, how do you know who is best for the job? \u003C\u002Fp>\n\n\n\n\u003Cp>Ultimately, we would suggest working with a cross-channel agency that has a proven capability in both SEO and PPC first and foremost, but you may also want to consider:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Can they demonstrate internal integration and cross-channel collaboration?\u003C\u002Fli>\n\n\n\n\u003Cli>Does the business align with your business values?\u003C\u002Fli>\n\n\n\n\u003Cli>In their pitch, did they approach Search holistically, or in silos? \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>If you’re considering making the move, why not check out our helpful \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwhite-papers\u002Fhow-to-choose-a-digital-marketing-agency\u002F\">agency selection guide\u003C\u002Fa> where you can access the opinions of like-minded individuals on how to find the right agency and hear their top tips.  \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwhite-papers\u002Fhow-to-choose-a-digital-marketing-agency\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"906\" height=\"360\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FAgency-Selection-Guide-2022.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-20663\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"next-steps\">\u003Cstrong>Next steps\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We would always recommend approaching search with an integrated strategy that combines at least SEO and PPC. In an ideal world, you will also sprinkle in some digital experience and experimentation to really get the most out of our channels. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fintegrating-ppc-seo-strategies\u002F\">Performance marketing never stands still\u003C\u002Fa>. With features like AI Overviews and AI Mode reshaping the search experience, the gap between paid and organic is narrowing, making collaboration not just helpful but essential.\u003C\u002Fp>\n\n\n\n\u003Cp>Ensuring your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO strategy\u003C\u002Fa> aligns with your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC strategy\u003C\u002Fa> is a fundamental way to build a solid foundation for marketing success, so if you feel you’re not quite there yet, why not \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>, or take a look at some of our helpful resources that can help you to learn more about the topics covered in this article:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fimproving-paid-search-performance-with-micro-conversions\u002F\">Improving paid search performance with micro-conversions\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fboosting-paid-media-efficiency-through-ux-design\u002F\">Boosting paid media efficiency through UX design\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n",{"rendered":119,"protected":200},28256,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":709,"_yoast_wpseo_metadesc":710,"inline_featured_image":200,"footnotes":5},"SEO and PPC: Their Differences and How They Work Together","As two of the most used digital channels, SEO and PPC are a vital part of your mix. Learn about their differences and how they work together in this guide.",[712,371],40,[],[213],[716,94,216,217,218,219,220,717,718],"post-28193","category-ppc","category-seo",[],[],[722,723,724,727],{"path":175,"name":176},{"path":228,"name":229},{"path":725,"name":726},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"path":184,"name":728},"SEO & PPC: The differences & how they work 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to October’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month.\u003C\u002Fp>\n\n\n\n\u003Cp>This month features thoughts from our strategy team, including; Strategy Director, Claire Elsworth, Senior Digital Strategist, Rebecca Edwards, and Digital Strategy Consultant, Matt Roffe. As always, we hope you enjoy the content and insights we provide as a part of our monthly roundups.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#get-off-the-bandwagon-culture-without-crowbars\">Get off the bandwagon: Culture without crowbars\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#global-consumers-trends-2024\">Global Consumers Trends - 2024\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-music-industry-the-leading-light-for-brand-storytelling\">The Music Industry: The leading light for brand storytelling\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"get-off-the-bandwagon-culture-without-crowbars\">Get off the bandwagon: Culture without crowbars\u003C\u002Fh2>\n\n\n\n\u003Cp>Be honest. Are you sick of the David Beckham meme yet? Because spoiler alert, there are definitely brand social media teams still working on their response to it, and how to integrate the Halloween sale message in a culturally authentic way.\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\u002F11\u002Fimpression-picks-oct-2023-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26042\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>I get it, we all want our brands to resonate with our audiences. We want to build a relationship; recently we’ve seen a flurry of studies demonstrating the power of emotional messaging in driving business results. But there’s a fine line between cultural synergy and inauthenticity… the dreaded bandwagon effect. Social media users can smell a fake a mile off, and are not afraid to unfollow a brand they think is being inauthentic or irrelevant*. So how do we ensure we stay on the right side of that line? Here are three questions to ask yourself as you’re building out your culturally-driven social content plan:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Is the cultural moment or conversation likely to align with your social audience? \u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>There are a whole host of social listening tools out there that can help you understand the demographics, interest points or community affinities of topics and brands, provided the conversation or following is large enough. Cross-reference this with that of your own brand – does the data suggest that your audience will understand or appreciate you inserting yourself into this cultural moment? \u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"2\">\n\u003Cli>\u003Cstrong>What do you want to achieve with this content? What mindset do you hope to find your customer in, and leave them with? \u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>If you’re trying to encourage a transaction, perhaps with a culturally aligned sale message, does the cultural angle add value or context to the sale message? We’ve all seen an abundance of “spooky deals” this week, the content of most of which have nothing to do with Halloween. Don’t avoid culture, but avoid gimmicks and crowbars. \u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"3\">\n\u003Cli>\u003Cstrong>Will this still be relevant when you go live? \u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Believe it or not, the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.gartner.com\u002Fen\u002Fdocuments\u002F3887767\">Gartner-Hype cycle\u003C\u002Fa> (the graphical representation of technology adoption and maturity) \u003Cem>can also\u003C\u002Fem> apply to cultural conversation. It doesn’t \u003Cem>always\u003C\u002Fem> apply, and it’s not easy to predict which will establish themselves in mainstream social conversation once they’ve fallen from their peak. The key is to use social listening data to monitor the trend in conversation volume and avoid going live anywhere near the Trough of Disillusionment. If the trend is falling and hasn’t recovered yet by the time you’re hitting go-live, you risk missing the mark.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsproutsocial.com\u002Finsights\u002Fsocial-media-gimmicks-strategy\u002F\">Article reviewed by: Claire Elsworth\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"global-consumers-trends-2024\">Global Consumers Trends – 2024\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Global research and insights agency Mintel has dropped its latest report that highlights what’s new in the world of consumer behaviour and how it’s going to affect marketing and innovation.\u003C\u002Fstrong>\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\u002F11\u002Fimpression-picks-oct-2023-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26043\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>As we approach the halfway point for Q4, many of us have been busy with 2024 planning. With that in mind, now is the ideal time to gather insights into your market and audience. \u003C\u002Fp>\n\n\n\n\u003Cp>This last year has been a big one. We’ve had to ride out the lingering effects of COVID-19, global economic uncertainty, and the continuous development of exciting technology – all of which have undoubtedly impacted consumer behaviour and our response to this. \u003C\u002Fp>\n\n\n\n\u003Cp>So, what’s on the table for next year? While I recommend reading the full report, here are the headlines on the top trends shaping the consumer landscape for 2024 and beyond. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>1- Being Human – \u003C\u002Fstrong>With 2023 having been a huge year for AI, it’s looking like technology will outpace humans in the next few years. While this will come with some great benefits, consumers will still seek human interaction and enjoy elements that make us so unique – emotion, creativity, empathy, etc. Businesses will need to find a balance between the two to win over consumers in the future.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>2- More than Money – \u003C\u002Fstrong>Consumer needs and priorities are forever changing and evolving, but despite the current financial pressures being felt by many, consumers will continue to reassess what matters to them most. Consumers have increasingly diverse ideas of what indicates \u003Cem>‘quality’\u003C\u002Fem> in a product or service, so brands need to identify and communicate the key attributes that directly contribute to consumers’ perception of quality and how they ultimately make the product better.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>3 – Relationship Renaissance – \u003C\u002Fstrong>The combination of the pandemic and the growing use of technology and screens in down-time has caused many consumers to experience a drop in real-life social interactions and interpersonal communications. In 2024, the most successful brands will seek to pull consumers out of this void and find innovative and creative ways to bring people together and support in helping their wellbeing while creating positive, memorable experiences. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>4 – New Green Reality – \u003C\u002Fstrong>With the impact of the climate crisis becoming increasingly evident, brands need to go further to prove that their focus on sustainability goes beyond being a selling point and becomes a key part of their brand survival. The brands who will go beyond and focus on innovation to create tangible solutions will be the real winners.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>5 – Positive Perspectives – \u003C\u002Fstrong>The world can sometimes feel like quite a negative place, especially in the last year where feelings of uncertainty have arguably been heightened from political, financial, technological and other external factors. To succeed next year, brands need to adopt a more honest and realistic depiction and offer consumers the support and assurance to help with their worries or concerns. \u003C\u002Fp>\n\n\n\n\u003Cp>To gain a better understanding of these interesting trends and to see how brands are already embracing these, check out the full report!\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.mintel.com\u002Fconsumer-market-news\u002Fglobal-consumer-trends\u002F\">Insight by: Rebecca Edwards\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-music-industry-the-leading-light-for-brand-storytelling\">\u003Cstrong>The Music Industry: The leading light for brand storytelling\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Listening and playing music was a huge part of my upbringing. Much like the 616.2 million people around the world, listening to music is more than a habit of daily life.\u003C\u002Fstrong>\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\u002F11\u002Fimpression-picks-oct-2023-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26044\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Aside from personal life, music has been a consistent influence in my career, and I maintain that the music industry is one of the best (if not \u003Cem>THE\u003C\u002Fem> best) when it comes to brand storytelling. Especially when it comes to creative and digital execution.\u003Cbr>\u003Cbr>Musical taste aside, take a look at the recent album and single announcement by Green Day.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Build up\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The build-up began last year, with the band celebrating the birthday of several albums (Nimrod & Dookie). This was their chance to drive momentum and buzz, and they excelled at it. A fantastic segway to the main event – their album announcement.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Surprise & delight\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Fast forward to September 2023. Fans will recognise the song ‘Wake me up when September ends’, and will be familiar with the website that for years has existed purely to say “is Green Day awake?”. Well, this year the band responded, other than the ‘yes’, with a new album teaser…\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>1st October \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>They \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.instagram.com\u002Freel\u002FCx2-2z1uE9k\u002F?utm_source=ig_web_button_share_sheet&igshid=MzRlODBiNWFlZA==\">released a video\u003C\u002Fa> across social channels of the singer waking up in bed to the sound of an alarm clock. He looks at a calendar with 24th October circled in red marker. He hits the alarm clock and goes back to bed, as he does, a teaser of the new single plays. Green Day fans rejoice.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Week on week \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>A gradual build of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.instagram.com\u002Freel\u002FCyeLDxRO2pf\u002F?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA==\">video shorts\u003C\u002Fa> and UGC teasing the new single music video. Plus a gradual build up of personalised details through CRM. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Release day \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The big bang \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.instagram.com\u002Fp\u002FCywuUBHrjnM\u002F?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA==\">release\u003C\u002Fa> coincided with ‘When We Were Young’ festival and an Amazon music live show.\u003C\u002Fp>\n\n\n\n\u003Cp>The hype from the initial release looks to eclipse interest in the band over the last 12-months. They already have the next single planned, so let’s watch this space.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>What can we take away and how could you apply it to a product or service launch?\u003Cbr>\u003C\u002Fstrong>\u003Cem>(Applicable for both B2C & B2B)\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Resonate & tease\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Teasing isn’t enough. You’ve got to look hard at what will resonate with your audience segments. When planning teasing content, ask yourself ’so what?’, ‘what is going to make my audience \u003Cem>actually\u003C\u002Fem> care?’.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Use your latent brand footprint\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Mature brands investing in New Product Development or extensions should consider their latent brand footprint. What historic levers could you use? What are meaningful attributes that consumers love about you? Start-ups, are there any industry or more cultural levers you can use to your advantage?\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Big picture planning\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>If you’ve got a big story to tell, take the time to plan it right. Think about all key messages, key moments, and best amplification channels – how do they integrate? What’s their role in the story?\u003C\u002Fp>\n\n\n\n\u003Cp>Campaign reviewed by: Matt Roffe\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Look out for our next Impression Picks in November for more digital marketing articles, insights and campaigns to inspire your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy\u003C\u002Fa>. Have any further questions? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch!\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003C\u002Fp>\n",{"rendered":131,"protected":200},26048,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":902,"_yoast_wpseo_metadesc":5,"inline_featured_image":200,"footnotes":5},"Impression Picks – Digital marketing roundup for October 2023 | Impression",[209],[],[213,906],135,[908,94,216,217,218,219,220,221],"post-26027",[],[],[912,913,914,915],{"path":175,"name":176},{"path":228,"name":229},{"path":105,"name":106},{"path":184,"name":130},"Welcome to October’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Strategy Director, Claire Elsworth, Senior […]",{"thumbnail":918,"medium":919,"medium_large":921,"large":923,"1536x1536":925,"2048x2048":927,"post-thumbnail":929,"12_col":931,"default_landscape":933,"default_portrait":935,"6_col_and_margin_short":937,"11_col_and_margin":939,"9_col_rectangle":941,"11_col":943,"staff_image_696_600":945,"rectangular_thumbnail":947},{"url":135,"width":234,"height":234},{"url":920,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":922,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":924,"width":241,"height":242},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":926,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":928,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":930,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=0%2C64%2C1999%2C1268&w=1860",{"url":932,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":934,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":936,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":938,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":940,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":942,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":944,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":946,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":948,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-pick-oct-2023.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&rect=0%2C533%2C1999%2C799&w=750",[950,957],{"id":202,"path":269,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":951},{"job_title":10,"full_bio":11,"specialist_service_links":952,"photo":955},[953],{"page":954,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":956},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_i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post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!",{"job_title":5,"full_bio":5,"specialist_service_links":200,"photo":961},{"ID":962,"id":962,"title":963,"filename":964,"filesize":25,"url":965,"link":966,"alt":5,"author":37,"description":5,"caption":5,"name":967,"status":39,"uploaded_to":25,"date":968,"modified":968,"menu_order":25,"mime_type":969,"type":42,"subtype":970,"icon":44,"width":971,"height":971,"sizes":972},12476,"Impression-Icon","Impression-Icon.jpg","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","impression-icon","2021-11-02 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eatured_image_urls":1134,"authors":1166,"type_nicename":276,"reading_minutes":147,"category":1210,"yoast_title":1119,"yoast_meta":1212,"yoast_json_ld":1239,"_links":1289},24622,"2023-08-30T17:02:13",{"rendered":1111},"\u002F?p=24622","impression-picks-digital-marketing-roundup-for-august-2023",{"rendered":143},{"rendered":1115,"protected":200},"\n\u003Cp>Welcome to August’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month.\u003C\u002Fp>\n\n\n\n\u003Cp>This month features thoughts from our strategy team, including; Head of Behavioural Science, Michael Wier, Senior Digital Strategist, Laura Arens, and Senior Digital Strategist, Rebecca Edwards. As always, we hope you enjoy the content and insights we provide as a part of our monthly roundups.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#understanding-message-framing\">Understanding Message Framing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#barbie-vs-oppenheimer-getting-to-know-the-fans-behind-the-latest-blockbusters\">Barbie vs. Oppenheimer: Getting to know the fans behind the latest blockbusters\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#laughing-through-it-with-audible\">Laughing through it with Audible?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"understanding-message-framing\">\u003Cstrong>Understanding Message Framing\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>We spend our lives communicating with new and existing customers. However, controlling the way an audience receives your marketing messages can make a huge impact on your performance and even brand perception. While the concept of message framing is certainly not new, it’s definitely not one to be ignored.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fimpression-picks-august-2023-message-framing.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24645\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This month’s article is what I’d describe as ‘old but gold’ and is actually a video of a talk from Rory Sutherland, Vice Chairman at Ogilvy.\u003C\u002Fp>\n\n\n\n\u003Cp>Our everyday perceptions are based on mental models – collections of ideas, thoughts and patterns that we retain about the world and which affect how we perceive the world around us.\u003C\u002Fp>\n\n\n\n\u003Cp>In this short and fun video, Rory examines how a slight shift in the way information is nuanced can have dramatic impacts on how we perceive something and the value we ascribe to it.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why is this important to us as advertisers?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>If we change the perceived value of a choice and the outcome, we can increase the value of taking the action and boost the motivation to do so. \u003C\u002Fp>\n\n\n\n\u003Cp>Sometimes in marketing, we can’t alter certain friction points, for example, the cost or time of delivery, but we can shift people’s perceptions of value. \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Here are a couple of simple examples of how this can be done:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Rather than displaying a product price, display the ‘FROM £XXX’ and ‘NOW £XX’ price.\u003C\u002Fli>\n\n\n\n\u003Cli>Rather than stating a website is merely loading, tell the user it’s working hard and running thousands of calculations to get them the best deal. \u003C\u002Fli>\n\n\n\n\u003Cli>Telling new potential customers that thousands of people are purchasing the product right now. \u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>In his talk, Rory goes on to further examine the tendency for decision makers and people more broadly to want to naturally lean towards seemingly rational decisions to solve problems because of the bias that most people believe themselves to be rational, despite most psychologists and neuroscientists agreeing that we are not.\u003C\u002Fp>\n\n\n\n\u003Cp>He also covers the idea that people are off put by ambiguous outcomes and won’t make decisions unless the outcomes are certain.\u003C\u002Fp>\n\n\n\n\u003Cp>The evidence of this can be found in the importance of projections for new business. Clients are far less likely to gamble on an outcome, rather than invest in something that seems certain to have a positive outcome.\u003C\u002Fp>\n\n\n\n\u003Cp>There are a whole host of psychological principles explored in the video, and at just over 18 minutes with 1M views – it’s highly worth a watch.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=iueVZJVEmEs\">Watch the video here\u003C\u002Fa>\u003C\u002Fstrong> 👈\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Article reviewed by: Michael Weir\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"barbie-vs-oppenheimer-getting-to-know-the-fans-behind-the-latest-blockbusters\">\u003Cstrong>Barbie vs. Oppenheimer: Getting to know the fans behind the latest blockbusters\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1100\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fimpression-picks-august-2023-barbie-oppenheimer.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24644\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>The internet phenomenon of Barbenheimer has been trending worldwide. The term was coined by film fans encouraging others to go and watch both rival films rather than picking a side. But with two very different storylines, are these films really appealing to the same audience?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>On paper, these two films are likely to attract the attention of very different audiences. One is a fantasy comedy following the story of Barbie and Ken on a journey of self-discovery, while the other is a biographical thriller telling the story of a famous American physicist and ‘the father of the atomic bomb’.\u003C\u002Fp>\n\n\n\n\u003Cp>But, with the films creating such a buzz in recent weeks, YouGov has created an interesting infographic that explores the audience profiles and digs deeper into their differences.\u003C\u002Fp>\n\n\n\n\u003Cp>Unsurprisingly, Barbie predominantly has a younger female following while Oppenheimer fans are more likely to be male and aged 40+. Similarly, Barbie fans’ top interests and hobbies are celebrities (43%) travel and holiday (39%) and National News (29%), while in comparison, Oppenheimer fans prefer National News (50%) Science (42%) and travel and holidays (42%) – one of their few shared interests. \u003C\u002Fp>\n\n\n\n\u003Cp>One of the most interesting insights looks at their difference in attitudes to advertising. Overall, the data suggests that Oppenheimer fans have a more negative attitude and lower engagement levels with adverts. Only 33% of Oppenheimer fans notice adverts on trains, compared to 62% of Barbie fans. Similarly, 29% of Oppeheimers admit that an email from a brand can influence their purchase decision, while Barbie fans are more easily influenced, with more than half (52%) saying it would persuade them to buy. \u003C\u002Fp>\n\n\n\n\u003Cp>Despite both of the films trending across social media, the infographic highlights that while the fans do share the same space on popular platforms such as Facebook and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Ftwitter-advertising\u002F\">Twitter\u003C\u002Fa>, nearly twice as many Barbie fans have \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Ftiktok-advertising\u002F\">TikTok\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fsnapchat-advertising\u002F\">Snapchat\u003C\u002Fa> accounts than Oppenheimer fans – a likely reason why #barbie or #kenergy have been amongst the top hashtag trends for the past few weeks (plus the rumoured $150million marketing budget).\u003C\u002Fp>\n\n\n\n\u003Cp>While it may feel obvious, understanding the data behind these different audience profiles makes an interesting and fun read for any marketer, so why not check it out?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fd1wp49akk9lspt.cloudfront.net\u002Fdocuments\u002FYouGov_UK_Barbie_vs_Oppenheimer_2023_07.pdf\">View the infographic here\u003C\u002Fa> 👈\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Insight by: Laura Arena\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"laughing-through-it-with-audible\">\u003Cstrong>Laughing through it with Audible \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>In their latest comedy campaign, online entertainment giants Audible show us how simplicity can be key to making your campaign memorable and impactful.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"665\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fimpression-picks-august-2023-audible.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24643\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>To mark the launch of several new comedy shows, Audible has taken a new, refreshing approach to their latest campaign ‘Laughing through it with Audible’. The concept is simple and something many of us can all relate to, the idea of laughing through the tough times, no matter how trivial or challenging they may be. \u003C\u002Fp>\n\n\n\n\u003Cp>Created by Fold7, the campaign will run across VOD, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">online video\u003C\u002Fa>, Cinema, OOH and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">social\u003C\u002Fa>, and it’s already capturing the attention of many consumers for its lighthearted and commercial creatives. \u003C\u002Fp>\n\n\n\n\u003Cp>I first saw the TV advert and while some may say it’s pretty simple, for me this is what makes it so effective. In today’s world where brands are focused on using high-tech visuals or abstract ideas, the simplicity of the ad made it more memorable for me. To start, there is no music, no voiceover, just footage of a woman who continues to experience a series of unfortunate events after her car breaks down. While many of us would probably break down ourselves, the woman continues to hysterically laugh her way through it – which seems pretty odd until she pulls her hair behind her ears to reveal she is listening to a comedy show on Audible. \u003C\u002Fp>\n\n\n\n\u003Cp>For me, the fact there is no obvious branding at the start or signals on who or what the advert is about is more captivating as it presents the consumer with something new and likely leaves them intrigued to know what on earth was happening. \u003C\u002Fp>\n\n\n\n\u003Cp>Besides being highly relatable for many, the concept is strong, making it a great multi-channel campaign that can appeal to a wide variety of audiences. \u003C\u002Fp>\n\n\n\n\u003Cp>On their OOH adverts, they’ve pushed the creative boundaries and branched out to touch upon different comical scenarios. From a person landing in a bin to a bike stranded in cement, the ideas are fun, attention-grabbing and undoubtedly memorable. \u003C\u002Fp>\n\n\n\n\u003Cp>Sometimes we don’t need to go outside the box or create something weird and wonderful to leave a lasting impression. Humour can go a long way and sometimes it’s the simplest things that bring a smile to our faces after a long day. \u003C\u002Fp>\n\n\n\n\u003Cp>For me, Audible nailed its brief; it’s fun, it’s memorable, it has a tagline, it appeals to a wider audience, it relates to the products being promoted, it’s adaptable and it works perfectly across several key channels. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.campaignlive.co.uk\u002Farticle\u002Faudible-unveils-wacky-out-of-home-campaign\u002F1832645\">View the campaign here \u003C\u002Fa>👈\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Campaign reviewed by: Rebecca Edwards\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Look out for our next Impression Picks in September for more digital marketing articles, insights and campaigns to inspire your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy\u003C\u002Fa>. Have any further questions? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch!\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003C\u002Fp>\n",{"rendered":144,"protected":200},24642,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1119,"_yoast_wpseo_metadesc":5,"inline_featured_image":200,"footnotes":5},"August 2023 | Digital marketing roundup - Impression Picks | Impression",[209],[],[213,1123],226,[1125,94,216,217,218,219,220,221],"post-24622",[],[],[1129,1130,1131,1132],{"path":175,"name":176},{"path":228,"name":229},{"path":105,"name":106},{"path":184,"name":143},"Welcome to August’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Head of Behavioural Science, Michael […]",{"thumbnail":1135,"medium":1136,"medium_large":1138,"large":1140,"1536x1536":1142,"2048x2048":1144,"post-thumbnail":1146,"12_col":1148,"default_landscape":1150,"default_portrait":1152,"6_col_and_margin_short":1154,"11_col_and_margin":1156,"9_col_rectangle":1158,"11_col":1160,"staff_image_696_600":1162,"rectangular_thumbnail":1164},{"url":148,"width":234,"height":234},{"url":1137,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1139,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1141,"width":241,"height":242},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1143,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1145,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":1147,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1149,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1151,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1153,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1155,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1157,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1159,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1161,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1163,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1165,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanthony-delanoix-hzgs56Ze49s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1167,1174],{"id":202,"path":269,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":1168},{"job_title":10,"full_bio":11,"specialist_service_links":1169,"photo":1172},[1170],{"page":1171,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":1173},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_co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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":1177,"full_bio":1180,"specialist_service_links":1181,"photo":1184},"\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",[1182],{"page":1183,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":1185,"id":1185,"title":1186,"filename":1187,"filesize":1188,"url":1189,"link":1190,"alt":5,"author":37,"description":5,"caption":5,"name":1191,"status":39,"uploaded_to":25,"date":1192,"modified":1192,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":1193},25832,"Laura-Arens-23","Laura-Arens-23.png",456470,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&q=90","\u002Flaura-arens-23\u002F","laura-arens-23","2023-11-17 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Edwards, Laura 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to June’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month.\u003C\u002Fp>\n\n\n\n\u003Cp>This month features thoughts from our strategy team, including; Senior Digital Strategists, Rebecca Edwards & Laura Arens, and Digital Insights Executive, Zoe Le. As always, we hope you enjoy the content and insights we provide as a part of our monthly roundups.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#holiday-email-opt-out-right-intentions-wrong-response\">Holiday email opt-out: Right intentions, wrong response?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#fintech-market-is-predicted-to-grow-rapidly-in-the-next-four-years\">Fintech market is predicted to grow rapidly in the next four years?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#which-uses-londons-largest-qr-code-to-bring-offline-and-online-worlds-together\">Which? uses London’s largest QR code to bring offline and online worlds together\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"holiday-email-opt-out-right-intentions-wrong-response\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmartech.org\u002Fholiday-email-opt-outs-right-intentions-wrong-response\u002F\">Holiday email opt-out: Right intentions, wrong response?\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Limited-term opt-out has become a standard feature in email workflows for many businesses looking to create a more empathic and thoughtful experience for their customers. But can it do your business more harm than good?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fimpression-picks-june-2023-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23982\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Back in 2019, Bloom and Wild sent a simple email with the subject line “Want to opt out of Mother’s Day emails? No problem”. Arguably the first of its kind, the company received high praise for their customer-centric approach and since then, other brands have followed suit, offering customers the chance to opt out of other holidays such as Father’s Day, Valentine’s Day and even Back to School.\u003C\u002Fp>\n\n\n\n\u003Cp>Statistically, customers love it when brands opt for this approach. In a recent survey, 68% of respondents said brands should “prioritise consumer well-being over sales,” especially during the winter holidays. Generation Z consumers and men are also more likely to take brands up on their opt-out offers.\u003C\u002Fp>\n\n\n\n\u003Cp>But, if giving customers more power presents the idea of unsubscribing, could there be more effective ways to recognise and support their emotional needs?\u003C\u002Fp>\n\n\n\n\u003Cp>In this article, Kath Pay, award-winning author and CEO at Holistic Email Marketing, argues that brands should consider several key factors before jumping two feet first into adding opt-out emails to their workflow.\u003C\u002Fp>\n\n\n\n\u003Cp>Besides covering the potential downfalls, this article also includes some examples of good opt-out emails that could inspire your decision.\u003C\u002Fp>\n\n\n\n\u003Cp>If your brand is considering using this tactic or actively uses email marketing as a key channel to communicate with your customers, this article is well worth a read.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmartech.org\u002Fholiday-email-opt-outs-right-intentions-wrong-response\u002F\">\u003Cstrong>Read the full article on MarTech.org\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Article reviewed by: Rebecca Edwards\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"fintech-market-is-predicted-to-grow-rapidly-in-the-next-four-years\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ft.com\u002Fpartnercontent\u002Fvisa\u002Fthe-digital-future-of-payments-what-does-this-mean-for-the-consumer-experience.html\">Fintech market is predicted to grow rapidly in the next four years \u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>The Fintech market in the UK is expected to continue its rapid growth, driven by changes in consumer behaviour and further technological advancements. The two areas within Fintech that are predicted to see the strongest growth are digital payments and digital investments.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fimpression-picks-june-2023-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23983\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Since the pandemic period, the way consumers manage their finances has significantly changed, with many increasingly having a preference for the convenience and speed of online payment and digital finance solutions. So much so that online payments are predicted to reach 65M users by 2027. \u003C\u002Fp>\n\n\n\n\u003Cp>With businesses looking to capitalise on this demand and optimising existing customer payment experiences, it’s clear that digital payments will remain a dominant trend in the foreseeable future.\u003C\u002Fp>\n\n\n\n\u003Cp>Digital investment platforms are also expected to grow in popularity and are estimated to reach 6B USD revenue by 2027, as more individuals seek to manage their finances online. After the pandemic and economic instability, consumers have feelings of financial uncertainty and are more concerned about savings, investments and financial management. Thus, the demand for convenient investment and payment solutions has been increasing. In addition to this, the ongoing development of advanced technologies such as AI, digital payment and investment solutions are becoming faster, more convenient and easily accessible than ever, which only helps to boost demand. \u003C\u002Fp>\n\n\n\n\u003Cp>The trend indicates that market demand is increasing, offering huge growth opportunities for Fintech companies in the UK. However, as demand increases, so will industry competition, with new businesses entering the market. Marketers can capitalise on this growth opportunity by creating a full-funnel strategy that focuses on increasing short-term sales while building long-term brand awareness to protect future growth.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re looking for a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fsectors\u002Ffintech-marketing-agency\u002F\">fintech marketing agency\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team at Impression, who are here to help with any questions you may have!\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Insight by: Zoe Le\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"which-uses-londons-largest-qr-code-to-bring-offline-and-online-worlds-together\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2023\u002F06\u002F08\u002Fwhich-paints-london-s-largest-qr-code-the-heart-hackney\">Which? uses London’s largest QR code to bring offline and online worlds together\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>In a collaborative artistic effort alongside Global Street Art, Grand Visual, Talon, Goodstuff and Brave Spark, Which? has created the city’s largest QR code as part of their latest out-of-home activation.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fimpression-picks-june-2023-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23984\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Measuring at 119 metres the huge, hand-painted mural on the streets of Hackney has been strategically painted in one of London’s trendiest boroughs, just a stone’s throw away from Broadway Market. In a tactical move from the UK’s largest consumer body, they have used it as an opportunity to showcase local artistic work on one of the largest platforms, while also promoting their own services and driving users to their website\u003C\u002Fp>\n\n\n\n\u003Cp>The impressive QR code is able to bring the traditional forms of creative and media and merge it effectively with digital technology, whilst at the same time requiring engagement and action from its audience.\u003C\u002Fp>\n\n\n\n\u003Cp>QR codes are becoming an increasingly popular technique to tie the offline journey together with the online world and easily measure the different touchpoints. What’s more, Which? has revealed that it plans to paint a new mural in the same space in the near future, so if you’re in London, watch this space…\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2023\u002F06\u002F08\u002Fwhich-paints-london-s-largest-qr-code-the-heart-hackney\">\u003Cstrong>Read more about the campaign on The Drum\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Campaign reviewed by: Isabella Smith\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Look out for our next Impression Picks in July for more digital marketing articles, insights and campaigns to inspire your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy\u003C\u002Fa>. Have any further questions? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch!\u003C\u002Fa>\u003C\u002Fp>\n",{"rendered":157,"protected":200},23986,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1339,"_yoast_wpseo_metadesc":5,"inline_featured_image":200,"footnotes":5},"Impression Picks - Digital marketing roundup for June 2023 | Impression",[209],[],[213,1343],212,[1345,94,216,217,218,219,220,221],"post-23970",[],[],[1349,1350,1351,1352],{"path":175,"name":176},{"path":228,"name":229},{"path":105,"name":106},{"path":184,"name":156},"Welcome to June’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Senior Digital Strategists, Rebecca Edwards 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Joined Impression in May 2022.\u003C\u002Fp>\n\u003Cp>Before moving to the UK to pursue a master’s degree in Marketing and Brand Management, I worked on multiple engagements in the marketing sector, brand-side. My experience led me to develop an interest in market research and customer insight analysis.\u003C\u002Fp>\n\u003Cp>At Impression, I support the strategy and solutions teams in creating reporting dashboards and I conduct market research using first and third-party data analysis.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nTravelling more than 6000 miles from Vietnam to England to live and study. I take pride in the courage and effort I have invested in this journey.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI like meditation and connecting with nature. 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