[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fimpression-picks-digital-marketing-round-may-2024":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":16,"acf":25,"head_links":438,"breadcrumbs":439,"reading_minutes":253,"category":447,"head":449},"2024-05-31T08:35:54",{"rendered":6},"\n\u003Cp>Welcome to May’s edition of Impression Picks. This digital marketing roundup serves as some food for thought, brought to you by Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, share a helpful insight and explore a campaign that’s caught our attention.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#article-success-in-ecommerce-requires-more-than-a-smooth-experience-it-requires-a-brand\">Article: Success in ecommerce requires more than a smooth experience. It requires a brand.\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#insight-retail-media-the-fastest-growing-channel-for-2024\">Insight: Retail Media: The fastest growing channel for 2024?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#campaign-the-capital-one-uk-transparent-billboard-clever-brand-awareness-or-effective-education-on-repricing\">Campaign: The Capital One UK Transparent Billboard - Clever Brand Awareness or Effective Education on Repricing?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"article-success-in-ecommerce-requires-more-than-a-smooth-experience-it-requires-a-brand\">Article: Success in ecommerce requires more than a smooth experience. It requires a brand.\u003C\u002Fh2>\n\n\n\n\u003Cp>Customer experience is important, but the problem for high street retailers rushing to ecommerce may be higher up the funnel.\u003C\u002Fp>\n\n\n\n\u003Cp>There’s a lot written about the ‘customer experience’ in ecommerce, and it’s totally valid and a key factor of a successful ecommerce business. However, this stuff is still comparatively new for many brands, not to mention shoppers, and it can be very complicated.\u003C\u002Fp>\n\n\n\n\u003Cp>With so many options available, a seamless online shopping experience is no longer enough to guarantee success. Many retail brands aren’t strong enough to thrive online.\u003C\u002Fp>\n\n\n\n\u003Cp>Of course, experience is important. Retailers selling online need to get product discovery right, especially when they have a large product range. Conversion is important, too, meaning ease of purchase. And fulfilment and customer service are potentially the most frustrating parts of the whole journey; they need to be predictable and, preferably, swift.\u003C\u002Fp>\n\n\n\n\u003Cp>If retailers don’t nail these practical elements of ecommerce they will either lose orders on their website, or lose customers’ trust and their future orders.\u003C\u002Fp>\n\n\n\n\u003Cp>But, the experience part may be commoditised over time. For example, recommendation engines and dynamic merchandising are getting easier to ‘plug in’ to ecommerce platforms. So the best way to compete and ensure longevity is through building a brand and making sure the brand is stamped all over the ecommerce experience.\u003C\u002Fp>\n\n\n\n\u003Cp>In summary, ecommerce brands need to focus on three core factors to succeed:\u003C\u002Fp>\n\n\n\n\u003Cp>1. Look beyond just a smooth experience: While a seamless experience is important, it’s becoming standard. Build a strong brand to differentiate yourself.\u003C\u002Fp>\n\n\n\n\u003Cp>2. Prioritise core functions: Ensure product discovery, conversion optimisation, fulfilment, and customer service are excellent. These are crucial for trust and avoiding lost sales.\u003C\u002Fp>\n\n\n\n\u003Cp>3. Invest in brand building: Brand is your long-term advantage. Create a strong brand identity and weave it throughout the ecommerce experience for lasting customer connection.\u003C\u002Fp>\n\n\n\n\u003Cp>Read the full article in Marketing Week \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketingweek.com\u002Fben-davis-success-ecommerce-requires-strong-brand\u002F\">here\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>Article reviewed by Yussuf Aamer, Digital Experience Specialist at Impression. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"5980\" height=\"3900\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-olly-3769747.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28864\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"insight-retail-media-the-fastest-growing-channel-for-2024\">Insight: Retail Media: The fastest growing channel for 2024?\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>GroupM has predicted that retail media is going to be one of the fastest growing channels, growing by 16% this year, but what challenges lie ahead and how can you prepare to unlock its full potential?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>This isn’t the first time I’ve drawn attention to an article about retail media, and I highly doubt it will be the last. \u003C\u002Fp>\n\n\n\n\u003Cp>In a world where we’re facing the demise of cookies and increasing restrictions around data usage, retailer data can offer an opportunity to reach valuable audiences in a way that is lawful and efficient. \u003C\u002Fp>\n\n\n\n\u003Cp>As consumers, we all give data away to different types of retailers and as we continue to shop with them, they collect more and more data about our buying behaviours and is fast becoming a gold mine for brands – even those whose products aren’t sold in-store can benefit from reaching a desired audience set. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>As a snapshot, retail media is exciting because:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>The data is good quality data\u003C\u002Fstrong>: retailer data is consented, opted-in and first party.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Detailed insights & targeting\u003C\u002Fstrong>: Data segments can be used both for insights and targeting – beyond the retailers own channels\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>“Closed loop” measurement capabilities:\u003C\u002Fstrong> actual sales are recorded either in-store or online following exposure to an ad.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>However, while this all sounds like a complete dream for marketeers, there are always a few catches or rather challenges to overcome. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Not everyone is ready:\u003C\u002Fstrong> Although many retailers want and are ready to monetise their data, this is not true for all. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Consistent is key:\u003C\u002Fstrong> The dependencies sit on how their data is structured and what types of data can be available, which widely differ across the market. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Data access:\u003C\u002Fstrong> The environments their data sits in can also be many and varied, which can represent a challenge for brands and agencies to be able to access in a simple and unified way.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Walls are being built:\u003C\u002Fstrong> Some larger retailers are also offering managed-service processes, walled-garden-style access to insights and “data plus media” packages to clients.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The idea of retailer data is an exciting and evolving one, and because of that I’m not surprised to see predictions about it becoming one of the fastest growing channels just ahead of OOH and CTV – predicted to grow by 16% and 13% respectively. \u003C\u002Fp>\n\n\n\n\u003Cp>As a brand, it’s certainly an intriguing space to watch, and as media agencies, it will be interesting to see how a partnership with retailers can form in order to shape the future of this promising channel and to overcome the current challenges. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re curious to know more about the potential opportunities in the retail media space, I’d recommend giving \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.campaignlive.co.uk\u002Farticle\u002Funlock-true-value-retail-media\u002F1867733\">this article\u003C\u002Fa> and the original report a quick read.\u003C\u002Fp>\n\n\n\n\u003Cp>Insight provided by Rebecca Edwards, Senior Digital Strategist, Impression\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3900\" height=\"2195\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-emirkhan-bal-221704-953864.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28865\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"campaign-the-capital-one-uk-transparent-billboard-clever-brand-awareness-or-effective-education-on-repricing\">Campaign: The Capital One UK Transparent Billboard – Clever Brand Awareness or Effective Education on Repricing?\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Brand Awareness vs. Raising Awareness of Repricing\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Capital One UK’s Credit Made Clearer campaign is undeniably clever. The striking see-through billboard, which popped up in London’s Victoria Station just last month, effectively conveys the key message of transparency, capturing attention and engaging viewers through visual storytelling. The credit card provider has leveraged this unique OOH experience in a bid to highlight the concept of APR repricing, raising awareness about a relatively unknown issue among consumers, and making it a memorable and impactful initiative.\u003C\u002Fp>\n\n\n\n\u003Cp>However, while the campaign succeeds in creating brand awareness, there is a valid question as to whether it accomplishes its self-proclaimed goal of specifically raising awareness about repricing. The campaign emphasises the lack of transparency around APR repricing through its innovative advertising, but it is important to evaluate its effectiveness in educating consumers about the potential increased borrowing costs.\u003C\u002Fp>\n\n\n\n\u003Cp>Capital One UK’s research reveals that only 51% of applicants are required to be offered the representative APR, leaving the remaining 49% susceptible to potentially higher rates. This lack of transparency can result in consumers receiving higher interest rates than anticipated when applying for credit. Furthermore, Capital One UK’s findings show that over 1 in 10 adults have experienced receiving a higher interest rate than the representative APR they initially applied for, shedding light on the issue of repricing and its financial impact on consumers.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite these insights, the campaign itself does not provide extensive information on repricing or delve into the intricacies of APR calculations. It is important to consider whether this billboard is then sufficient to create a comprehensive understanding of repricing within the broader context of credit products, especially where no call-to-action is featured within the advertising efforts.\u003C\u002Fp>\n\n\n\n\u003Cp>To truly achieve its goal of raising awareness about repricing, Capital One UK could complement the Credit Made Clearer campaign with additional educational efforts. This could include providing more detailed information on repricing, APR calculations, and transparent pricing policies through, for example, a scannable QR code. By equipping consumers with a deeper understanding of the factors influencing borrowing costs, Capital One UK can empower them to make more informed financial decisions.\u003C\u002Fp>\n\n\n\n\u003Cp>In conclusion, the Capital One UK Transparent Billboard campaign is undoubtedly a clever and impactful marketing initiative that successfully raises brand awareness. However, when evaluating its effectiveness in achieving the self-proclaimed goal of raising awareness specifically about repricing, there is room for improvement through a more comprehensive educational approach.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketing-beat.co.uk\u002F2024\u002F04\u002F04\u002Fcapital-one-uk-campaign-credit\u002F\">Source: Marketing Beat\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Campaign reviewed by Alex Kadukova, Senior Paid Social Strategist, Impression. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"5184\" height=\"3456\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002FoD8BAyKm-rupixen-Q59HmzK38eQ-unsplash.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28867\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cp>Have any further questions? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch!\u003C\u002Fa>\u003C\u002Fp>\n",false,"standard",[10],39,[],[13,14,15],225,219,258,[17,18,19,20,21,22,23,24],"post-28849","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing",{"page_content_modules":26,"hero":249},[27,206],{"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,"Impression Picks – Digital Marketing Roundup May 2024",[32,116,161],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},141,"\u002Fabout\u002Four-team\u002Frebecca-edwards\u002F","Rebecca Edwards","Account Director ","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.","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",{"job_title":36,"full_bio":40,"specialist_service_links":41,"photo":60},"\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",[42],{"page":43,"link_text":48},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":47,"post_title":48,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":51,"to_ping":47,"pinged":47,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":47,"post_parent":53,"guid":54,"menu_order":55,"post_type":56,"post_mime_type":47,"comment_count":57,"filter":58,"url_path":59},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":61,"id":61,"title":62,"filename":63,"filesize":64,"url":65,"link":66,"alt":47,"author":67,"description":47,"caption":47,"name":68,"status":69,"uploaded_to":55,"date":70,"modified":70,"menu_order":55,"mime_type":71,"type":72,"subtype":73,"icon":74,"width":75,"height":76,"sizes":77},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":78,"thumbnail-width":79,"thumbnail-height":79,"medium":80,"medium-width":81,"medium-height":82,"medium_large":83,"medium_large-width":84,"medium_large-height":85,"large":86,"large-width":87,"large-height":88,"1536x1536":89,"1536x1536-width":90,"1536x1536-height":91,"2048x2048":92,"2048x2048-width":93,"2048x2048-height":94,"post-thumbnail":95,"post-thumbnail-width":96,"post-thumbnail-height":97,"12_col":98,"12_col-width":99,"12_col-height":100,"default_landscape":101,"default_landscape-width":102,"default_landscape-height":76,"default_portrait":103,"default_portrait-width":76,"default_portrait-height":102,"6_col_and_margin_short":104,"6_col_and_margin_short-width":96,"6_col_and_margin_short-height":100,"11_col_and_margin":105,"11_col_and_margin-width":106,"11_col_and_margin-height":100,"9_col_rectangle":107,"9_col_rectangle-width":108,"9_col_rectangle-height":109,"11_col":110,"11_col-width":111,"11_col-height":100,"staff_image_696_600":112,"staff_image_696_600-width":75,"staff_image_696_600-height":76,"rectangular_thumbnail":113,"rectangular_thumbnail-width":114,"rectangular_thumbnail-height":115},"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,{"id":117,"path":118,"display_name":119,"job_title":120,"description":121,"avatar_url":122,"acf":123},132,"\u002Fabout\u002Four-team\u002Falex-kadukova\u002F","Alex Kadukova","Senior Paid Social Strategist","I'm a Senior Paid Social Strategist at Impression, having previously worked in the beauty industry. I’m classically trained on the piano and am fluent in 3 languages!","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":120,"full_bio":124,"specialist_service_links":125,"photo":136},"\u003Cp>Joined Impression in September 2022.\u003C\u002Fp>\n\u003Cp>Before I discovered my love for the world of marketing, I worked in the beauty industry assisting backstage at photoshoots and events like London Fashion week. I first dipped my toe into marketing by producing organic social content and visual merchandising – I loved it!\u003C\u002Fp>\n\u003Cp>The following couple of years found me working in-house for a major fashion company as a Paid Media Executive, focusing primarily on Meta and spearheaded testing for vertical video ads on Snapchat and TikTok. Later I became a Paid Social Specialist at an international lead-generation agency, which rekindled my love for working with clients. However, I wanted to explore more into ecommerce and retail which has lead me to Impression!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I’m classically trained on the piano and am fluent in 3 languages, with hopes to become fluent in 2 more in the near future!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>You’ll usually find me hanging out with my cat watching horror movies, jamming out (do people still say that?) to heavy metal at various gigs in London or reading books on the occult by candlelight. I also love to bake!\u003C\u002Fp>\n",[126],{"page":127,"link_text":130},{"ID":128,"post_author":45,"post_date":129,"post_date_gmt":129,"post_content":47,"post_title":130,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":131,"to_ping":47,"pinged":47,"post_modified":132,"post_modified_gmt":132,"post_content_filtered":47,"post_parent":133,"guid":134,"menu_order":55,"post_type":56,"post_mime_type":47,"comment_count":57,"filter":58,"url_path":135},233,"2020-12-21 13:00:55","Paid Social","paid-social","2026-01-13 11:01:54",169,"\u002F?page_id=233","\u002Fpaid-media\u002Fpaid-social\u002F",{"ID":137,"id":137,"title":138,"filename":139,"filesize":55,"url":140,"link":141,"alt":47,"author":67,"description":47,"caption":47,"name":142,"status":69,"uploaded_to":55,"date":143,"modified":143,"menu_order":55,"mime_type":71,"type":72,"subtype":73,"icon":74,"width":75,"height":76,"sizes":144},19975,"Alex-Kadukova","Alex-Kadukova.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&q=90","\u002Falex-kadukova\u002F","alex-kadukova","2022-10-26 11:19:04",{"thumbnail":145,"thumbnail-width":79,"thumbnail-height":79,"medium":146,"medium-width":81,"medium-height":82,"medium_large":147,"medium_large-width":84,"medium_large-height":85,"large":148,"large-width":87,"large-height":88,"1536x1536":149,"1536x1536-width":90,"1536x1536-height":91,"2048x2048":150,"2048x2048-width":93,"2048x2048-height":94,"post-thumbnail":151,"post-thumbnail-width":96,"post-thumbnail-height":97,"12_col":152,"12_col-width":99,"12_col-height":100,"default_landscape":153,"default_landscape-width":102,"default_landscape-height":76,"default_portrait":154,"default_portrait-width":76,"default_portrait-height":102,"6_col_and_margin_short":155,"6_col_and_margin_short-width":96,"6_col_and_margin_short-height":100,"11_col_and_margin":156,"11_col_and_margin-width":106,"11_col_and_margin-height":100,"9_col_rectangle":157,"9_col_rectangle-width":108,"9_col_rectangle-height":109,"11_col":158,"11_col-width":111,"11_col-height":100,"staff_image_696_600":159,"staff_image_696_600-width":75,"staff_image_696_600-height":76,"rectangular_thumbnail":160,"rectangular_thumbnail-width":114,"rectangular_thumbnail-height":115},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"id":162,"path":163,"display_name":164,"job_title":165,"description":166,"avatar_url":167,"acf":168},153,"\u002Fabout\u002Four-team\u002Fisabel-nunez-lopez\u002F","Isabel Nunez-Lopez","Senior Digital Experience Specialist","I'm a Senior Digital Experience Specialist here at Impression. I’m responsible for leading and delivering strategies for our clients to maximise their traffic and improve conversion rates. Find me at the Climbing Depot or gym if I’m feeling healthy, or watching Netflix on the sofa if I’m not.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":165,"full_bio":169,"specialist_service_links":170,"photo":180},"\u003Cp>Senior Digital Experience Specialist. Joined Impression in April 2023.\u003C\u002Fp>\n\u003Cp>Before joining Impression I was a CRO specialist at Boots, where I’d been for almost 8 years, starting in e-commerce in 2015, and moving into digital optimisation and CRO later on. I got into CRO whilst studying digital marketing at uni and found I loved the blend of digital strategy and creativity. After almost 8 years in-house I’ve made the switch to agency side with Impression and am excited to be working with clients across different industries and sectors.\u003C\u002Fp>\n\u003Cp>I’m responsible for leading and delivering strategies for our clients to maximise their traffic and improve conversion rates. This includes website analysis, hypothesis creation, test planning and prioritising, user research, UX design, A\u002FB testing and reporting.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nCompleting my digital marketing degree with 1st class honours whilst working full time. Whilst studying I was able to expand my knowledge of a variety of marketing disciplines including CRO, strategy, optimisation and campaign planning.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nFind me at the Climbing Depot or gym if I’m feeling healthy, or watching Netflix on the sofa if I’m not. I also love eating out, live music and am partial to a wine tasting here and there.\u003C\u002Fp>\n",[171],{"page":172,"link_text":175},{"ID":173,"post_author":45,"post_date":174,"post_date_gmt":174,"post_content":47,"post_title":175,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":176,"to_ping":47,"pinged":47,"post_modified":177,"post_modified_gmt":177,"post_content_filtered":47,"post_parent":55,"guid":178,"menu_order":55,"post_type":56,"post_mime_type":47,"comment_count":57,"filter":58,"url_path":179},24873,"2023-09-19 15:41:00","Digital Experience","digital-experience","2026-09-25 09:13:30","\u002F?page_id=24873","\u002Fdigital-experience\u002F",{"ID":181,"id":181,"title":182,"filename":183,"filesize":184,"url":185,"link":186,"alt":47,"author":67,"description":47,"caption":47,"name":187,"status":69,"uploaded_to":55,"date":188,"modified":188,"menu_order":55,"mime_type":71,"type":72,"subtype":73,"icon":74,"width":75,"height":76,"sizes":189},24255,"Isabel-Nunez-Lopez","Isabel-Nunez-Lopez.png",499034,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&q=90","\u002Fisabel-nunez-lopez-3\u002F","isabel-nunez-lopez-3","2023-07-28 10:20:34",{"thumbnail":190,"thumbnail-width":79,"thumbnail-height":79,"medium":191,"medium-width":81,"medium-height":82,"medium_large":192,"medium_large-width":84,"medium_large-height":85,"large":193,"large-width":87,"large-height":88,"1536x1536":194,"1536x1536-width":90,"1536x1536-height":91,"2048x2048":195,"2048x2048-width":93,"2048x2048-height":94,"post-thumbnail":196,"post-thumbnail-width":96,"post-thumbnail-height":97,"12_col":197,"12_col-width":99,"12_col-height":100,"default_landscape":198,"default_landscape-width":102,"default_landscape-height":76,"default_portrait":199,"default_portrait-width":76,"default_portrait-height":102,"6_col_and_margin_short":200,"6_col_and_margin_short-width":96,"6_col_and_margin_short-height":100,"11_col_and_margin":201,"11_col_and_margin-width":106,"11_col_and_margin-height":100,"9_col_rectangle":202,"9_col_rectangle-width":108,"9_col_rectangle-height":109,"11_col":203,"11_col-width":111,"11_col-height":100,"staff_image_696_600":204,"staff_image_696_600-width":75,"staff_image_696_600-height":76,"rectangular_thumbnail":205,"rectangular_thumbnail-width":114,"rectangular_thumbnail-height":115},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"acf_fc_layout":207,"reduced":29,"top_overlap":208,"bottom_underlap":208,"disable_observer":-1,"heading":209,"cta_text":210,"cta_link":211,"items":212},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[213,227,237],{"type_key":18,"title":214,"excerpt":215,"to":216,"postedAt":217,"readingTime":218,"image":219,"authors":220,"category":224},"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",[221],{"name":222,"image":223},"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":225,"name":226},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":18,"title":228,"excerpt":229,"to":230,"postedAt":231,"readingTime":232,"image":233,"authors":234,"category":236},"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. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[235],{"name":222,"image":223},{"to":225,"name":226},{"type_key":18,"title":238,"excerpt":239,"to":240,"postedAt":241,"readingTime":242,"image":243,"authors":244,"category":248},"Bing vs Google: Search Engine Comparison 2026","\u003Cp>In the Bing vs Google debate, many would point to the widespread popularity of Google – the world’s largest search engine – as evidence that users prefer it to its closest rival. Figures suggest that Google has 1 billion daily active users compared to Bing’s 100 million. Yet whilst Google continues to dominate the global […]\u003C\u002Fp>\n","\u002Fblog\u002Fbing-differ-google\u002F","2026-06-11T16:15:35",31,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[245],{"name":246,"image":247},"Jonathan Theuring","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":225,"name":226},{"type":250,"style":251,"heading":30,"date":4,"updatedAt":252,"reading_minutes":253,"image":254,"imageAlt":30,"categories":255,"collections":437},"blog-post","light","2024-06-03T09:09:25",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[256],{"id":10,"count":257,"description":258,"link":225,"name":226,"slug":259,"taxonomy":260,"parent":55,"meta":261,"acf":262,"head_links":263,"resource_count":264,"yoast_title":265,"yoast_meta":266,"yoast_json_ld":311,"_links":409,"path":225},282,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":47,"title_override":47,"hidden":7},[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[267,269,272,275,278,281,284,286,288,290,293,296,299,302,305,308],{"property":268,"content":265},"title",{"property":270,"content":271},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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