[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fdigital-opportunity-insights-marketers-business-owners":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":412,"breadcrumbs":413,"reading_minutes":140,"category":421,"head":424},"2018-04-26T17:22:47",{"rendered":6},"\u003Cp>Growing a business without a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital marketing strategy\u003C\u002Fa> is like jumping out of a plane without a parachute – it’s just not going to work.\u003C\u002Fp>\n\u003Cp>But knowing where to apply marketing budget and efforts can be a challenge. Much like identifying the best parachute to get you safely to the ground, marketers need to review the range of options available to choose those which are most likely to help them achieve their goals, within the framework of how their business works, who they’re trying to speak to and the position of their marketplace.\u003C\u002Fp>\n\u003Cp>We were delighted to host a workshop where our digital marketing professionals shared their tips and advice for businesses investing in digital marketing and looking for the next way to sculpt their strategies for maximum effect. You’ll find the slides from our speakers here.\u003C\u002Fp>\n\u003Cp>For more bespoke advice to help your business supercharge its digital marketing strategies, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team today.\u003C\u002Fp>\n\u003Ch2 id=\"the-latest-updates-affecting-search-marketing\">The latest updates affecting search marketing\u003C\u002Fh2>\n\u003Cp>Pete Jovetic opened the event with a summary of those things affecting digital marketers today:\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002F9A2eXI6qh1Mrf\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> \u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom: 5px;\">\u003Cstrong> \u003Ca title=\"The latest updates affecting search marketing \" href=\"\u002F\u002Fwww.slideshare.net\u002Flauralhampton\u002Fthe-latest-updates-affecting-search-marketing\" target=\"_blank\" rel=\"noopener\">The latest updates affecting search marketing \u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fdiv>\n\u003Ch2 id=\"seo-best-practice-for-growing-online-businesses\">SEO best practice for growing online businesses\u003C\u002Fh2>\n\u003Cp>Sean Burton, SEO Strategist at Impression, took to the stage to share his tips for businesses across the SEO journey. For those just starting out, basic tips and advice for SEO foundations provided essential first steps, while more advanced marketers will have been able to review their own foundations and start thinking about more complex ways to boost their search visibility:\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002F16TMgPnrB67TGb\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> \u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">Learn more about our SEO services.\u003C\u002Fa>\u003C\u002Fp>\n\u003Ch2 id=\"getting-more-bang-for-your-buck-in-ppc-advertising\">Getting more bang for your buck in PPC advertising\u003C\u002Fh2>\n\u003Cp>Lauren Capon, Senior PPC Executive at Impression, talked our audience through the huge opportunity, and many nuances, of paid advertising online. In a digital landscape where ‘pay to play’ seems ever more prevalent, the range of ways to broaden your reach through intelligent paid marketing is growing:\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002F2HuA7dI7etETpc\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> \u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom: 5px;\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">Learn more about our PPC services.\u003C\u002Fa>\u003C\u002Fdiv>\n\u003Ch2 id=\"growing-revenue-through-conversion-rate-optimisation-cro\">Growing revenue through conversion rate optimisation (CRO)\u003C\u002Fh2>\n\u003Cp>Our final speaker was Edd Wilson, SEO Strategist and CRO Specialist at Impression. Getting traffic to your site is only the first step, and as advanced marketers will know, it’s converting that traffic that can be the biggest challenge – especially in more competitive markets:\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002F7mbgI2yHIwtfWp\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> \u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom: 5px;\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcro\u002F\">Learn more about our CRO services.\u003C\u002Fa>\u003C\u002Fdiv>\n\u003Cp>A huge thanks to everyone who attended. Look out for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fevents\u002F\">more events from Impression\u003C\u002Fa>, coming soon.\u003C\u002Fp>\n",false,"standard",[10,11],66,39,[],[14],135,[16,17,18,19,20,21,22,23,24],"post-3779","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beginners-guides","category-digital-marketing",{"page_content_modules":26,"hero":136},[27,93],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"Your Digital Opportunity: Insights for Marketers and Business Owners",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This 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!","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",{"job_title":36,"full_bio":36,"specialist_service_links":7,"photo":40},{"ID":41,"id":41,"title":42,"filename":43,"filesize":44,"url":45,"link":46,"alt":36,"author":47,"description":36,"caption":36,"name":48,"status":49,"uploaded_to":44,"date":50,"modified":50,"menu_order":44,"mime_type":51,"type":52,"subtype":53,"icon":54,"width":55,"height":55,"sizes":56},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":57,"thumbnail-width":58,"thumbnail-height":58,"medium":59,"medium-width":60,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":62,"large":63,"large-width":64,"large-height":65,"1536x1536":66,"1536x1536-width":67,"1536x1536-height":67,"2048x2048":68,"2048x2048-width":69,"2048x2048-height":69,"post-thumbnail":70,"post-thumbnail-width":71,"post-thumbnail-height":72,"12_col":73,"12_col-width":74,"12_col-height":75,"default_landscape":76,"default_landscape-width":77,"default_landscape-height":78,"default_portrait":79,"default_portrait-width":78,"default_portrait-height":77,"6_col_and_margin_short":80,"6_col_and_margin_short-width":71,"6_col_and_margin_short-height":75,"11_col_and_margin":81,"11_col_and_margin-width":82,"11_col_and_margin-height":75,"9_col_rectangle":83,"9_col_rectangle-width":84,"9_col_rectangle-height":85,"11_col":86,"11_col-width":87,"11_col-height":75,"staff_image_696_600":88,"staff_image_696_600-width":89,"staff_image_696_600-height":78,"rectangular_thumbnail":90,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":94,"reduced":29,"top_overlap":95,"bottom_underlap":95,"disable_observer":-1,"heading":96,"cta_text":97,"cta_link":98,"items":99},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[100,114,124],{"type_key":17,"title":101,"excerpt":102,"to":103,"postedAt":104,"readingTime":105,"image":106,"authors":107,"category":111},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[108],{"name":109,"image":110},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":112,"name":113},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":17,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":120,"authors":121,"category":123},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. 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