[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-for-march-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":456,"breadcrumbs":457,"reading_minutes":267,"category":465,"head":467},"2024-03-25T15:10:34",{"rendered":6},"\n\u003Cp>Welcome to March’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 Technical SEO, Charlie Norledge, Paid Media Strategist, Gina Wright, and Senior Digital Strategist, Laura Arens. 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=\"#googles-biggest-update-to-the-search-results-for-years\">Google's biggest update to the search results for years\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#generative-ai-is-changing-the-way-we-want-to-experience-the-internet\">Generative AI is changing the way we want to experience the internet\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#gopro-challenges-perspectives-through-ugc-on-international-womens-day\">GoPro challenges perspectives through UGC on International Women’s Day\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=\"googles-biggest-update-to-the-search-results-for-years\">\u003Cstrong>Google’s biggest update to the search results for years\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Google announced the March update, and for the first time, this contained several different systems being updated at once (spam, core and helpful content). Traditionally these have been spaced a few months apart, but with this being rolled into one it will be a period of change within the search results.\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\u002F2024\u002F03\u002Fimpression-picks-mar-2024-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27717\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Updated spam policies\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>One area they are focusing on here is the use of AI to create low-quality content. To quote Google:\u003Cbr>\u003Cem>“We expect that the combination of this update and our previous efforts will collectively reduce low-quality, unoriginal content in search results by 40%”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>There are already several websites being hit by manual actions (a penalty that removes visibility) that have heavily abused AI to build organic traffic.\u003C\u002Fp>\n\n\n\n\u003Cp>This is the first time we’ve seen a concerted effort to tackle these issues so it’s going to be interesting to see how this update plays out once the dust has settled.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>How long will this update take?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>With this being such a large update we’ve been given an estimated period of a month before the update is finished. As marketers, we need to ensure we’re not making any knee-jerk reactions to changes in traffic and wait for Google to confirm the update is rolled out before looking into our strategies.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why is this important?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>As this update is much larger than usual we are expecting to see some pretty significant changes across the search results. Anyone involved in a website’s performance should keep a keen eye on traffic over the month and review once the update is officially classed as rolled out.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re using AI to create content then make sure that it has real value to humans and isn’t created purely for robots, this rule of thumb will keep you out of sight for these types of updates which we expect to see more of in the future.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Fgoogle-search-update-march-2024\u002F\">Article reviewed by Charlie Norledge\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=\"generative-ai-is-changing-the-way-we-want-to-experience-the-internet\">Generative AI is changing the way we want to experience the internet\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>AI is not a new concept, but the way consumers are using it is changing and causing a ripple effect across the internet.\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\u002F2024\u002F03\u002Fimpression-picks-mar-2024-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27718\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>We’re no longer asking AI simple and direct questions, we’re using it to make personalised recommendations, to visualise ideas and to create. Generative AI produces new content from stories and ideas to videos and music which is enhancing our experience of the internet and changing our expectations.\u003C\u002Fp>\n\n\n\n\u003Cp>Recently, \u003Ca href=\"https:\u002F\u002Fwww.accenture.com\u002Fgb-en\u002Finsights\u002Fsong\u002Faccenture-life-trends?c=acn_glb_accenturelifetrgoogle_13983284&n=psgs_1023&gad_source=1&gclid=CjwKCAjw7-SvBhB6EiwAwYdCAQ9rGOuySghwyAWEXV7Fp28-TptxAwlrif8iuJmhUdTDdxOJc5e00xoC6e8QAvD_BwE&gclsrc=aw.ds\">Accenture\u003C\u002Fa> found that 39% of people aged 18-34 are excited about conversational answers over standard internet searches, so what can marketers do to stay ahead in this ever-changing landscape and increase personability between a brand and its customers?\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Nail brand tone of voice\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>With more options than ever when it comes to online shopping and services, brand loyalty is becoming increasingly difficult to obtain. A clear tone of voice that mirrors brand values and speaks directly to your audience is essential. While tone of voice has traditionally been transactional, consumers are starting to prefer more personal experiences with brands. Consistency across all consumer touch points will help consumers resonate with the brand and want to engage.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Consider new search term trends\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>As our conversational interactions with AI increase, we will see this filter through into other parts of the internet, such as search engine queries. Auditing web pages and Ads accounts will identify whether long tail search terms are likely to trigger paid ads or cause relevant on-site pages to rank highly organically. For paid search activity, using Broad Match keyword types will widen the number of search queries that trigger an ad and allow longer tail searches to be picked up. For organic activity, regularly posting or updating blogs and guides on websites will not only mean those pages are more likely to rank for long tail searches but brand tone of voice and conversational content can also be pushed across search, display and social channels.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Keep copy consistent \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Copy should be tailored to suit each channel, particularly where there are character limits and differing best practices, however, a holistic approach will ensure consistency across all touchpoints. A web page and Ads account audit will highlight whether the current copy answers the more specific search queries whilst maintaining the conversational tone of voice that consumers are becoming increasingly in favour of.\u003C\u002Fp>\n\n\n\n\u003Cp>There is no doubt that AI will continue to develop and change the way consumers shop, behave and interact with brands, but these three tips will help you to ensure you’re not left behind. \u003C\u002Fp>\n\n\n\n\u003Cp>Insight by Gina Wright.\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=\"gopro-challenges-perspectives-through-ugc-on-international-womens-day\">\u003Cstrong>GoPro challenges perspectives through UGC on International Women’s Day\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Celebrating Women’s History Month and International Women’s Day with action-packed, stereotype-fighting UGC content! Like many other brands, GoPro launched a campaign in the lead-up to International Women’s Day. However, this one really caught my attention.\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\u002F2024\u002F03\u002Fimpression-picks-mar-2024-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27719\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The brand utilised Instagram to countdown to International Women’s Day, by sharing photos and videos showcasing women engaging in several different sports activities. Activities that stereotypically are associated with men. \u003C\u002Fp>\n\n\n\n\u003Cp>From surfing and skydiving, car racing and cliff jumping, to snowboarding and skateboarding, the campaign aimed to highlight the diverse interests and capabilities of women around the world. What made this campaign unique was the use of GoPro’s signature first-person perspective footage, captured through the lens of real GoPro users. The brand posted unique photos and videos every day from March 1st to March 8th until on International Women’s Day, the campaign came to a high, by releasing a joined video with all UGC style clips, asking viewers: ‘What do all of these POVs have in common?’ → ‘They’re all from inspiring women’. \u003C\u002Fp>\n\n\n\n\u003Cp>The campaign stood out to me because the brilliant use of UGC made it really authentic. By leveraging POV GoPro footage sourced from their community, through initiatives like GoPro Awards, the content felt genuine and perfectly aligned with the brand’s identity and social strategy. Unlike other attempts that we often see, brands trying to capitalise on International Women’s Day with a single post on their networks, GoPro seamlessly integrated their celebration of women’s achievements into their existing content strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>This approach lent a natural and real feel to the campaign.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1316\" height=\"888\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fgopro-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27722\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1612\" height=\"1116\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fgopro-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27721\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>What I liked most about the campaign was that rather than being a fleeting acknowledgement of International Women’s Day, GoPro dedicated an entire week to celebrating women’s accomplishments, tying it together with Women’s History Month. By prompting the viewer to consider what these UGC POV moments had in common, GoPro encouraged a shift in perspective and highlighted that the enjoyment of adventure and athleticism is not tied to gender.\u003C\u002Fp>\n\n\n\n\u003Cp>Overall, I think that GoPro’s International Women’s Day campaign was a great blend of authenticity and empowerment. Through stunning visuals and thoughtful messaging, they celebrated the strength and diversity of women, while encouraging viewers to challenge their preconceptions.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgopro.com\u002Fen\u002Fus\u002Fnews\u002Finternational-womens-day-2024\">Campaign reviewed by Laura Arens\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\u003Cp>Look out for our next Impression Picks in March 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>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003C\u002Fp>\n",false,"standard",[10],39,[],[13,14,15],109,250,226,[17,18,19,20,21,22,23,24],"post-27695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing",{"page_content_modules":26,"hero":263},[27,214],{"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 for March 2024",[32,124,168],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},19,"\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F","Charlie Norledge","Director, Head of SEO","I am the Director, Head of SEO at Impression. I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":40,"job_title":36,"specialist_service_links":41,"photo":68},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n",[42,59],{"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":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":58},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":60,"link_text":63},{"ID":61,"post_author":45,"post_date":62,"post_date_gmt":62,"post_content":47,"post_title":63,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":64,"to_ping":47,"pinged":47,"post_modified":65,"post_modified_gmt":65,"post_content_filtered":47,"post_parent":44,"guid":66,"menu_order":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":67},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":69,"id":69,"title":70,"filename":71,"filesize":53,"url":72,"link":73,"alt":47,"author":74,"description":47,"caption":47,"name":75,"status":76,"uploaded_to":53,"date":77,"modified":78,"menu_order":53,"mime_type":79,"type":80,"subtype":81,"icon":82,"width":83,"height":84,"sizes":85},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 10:06:22","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":86,"thumbnail-width":87,"thumbnail-height":87,"medium":88,"medium-width":89,"medium-height":90,"medium_large":91,"medium_large-width":92,"medium_large-height":93,"large":94,"large-width":95,"large-height":96,"1536x1536":97,"1536x1536-width":98,"1536x1536-height":99,"2048x2048":100,"2048x2048-width":101,"2048x2048-height":102,"post-thumbnail":103,"post-thumbnail-width":104,"post-thumbnail-height":105,"12_col":106,"12_col-width":107,"12_col-height":108,"default_landscape":109,"default_landscape-width":110,"default_landscape-height":84,"default_portrait":111,"default_portrait-width":84,"default_portrait-height":110,"6_col_and_margin_short":112,"6_col_and_margin_short-width":104,"6_col_and_margin_short-height":108,"11_col_and_margin":113,"11_col_and_margin-width":114,"11_col_and_margin-height":108,"9_col_rectangle":115,"9_col_rectangle-width":116,"9_col_rectangle-height":117,"11_col":118,"11_col-width":119,"11_col-height":108,"staff_image_696_600":120,"staff_image_696_600-width":83,"staff_image_696_600-height":84,"rectangular_thumbnail":121,"rectangular_thumbnail-width":122,"rectangular_thumbnail-height":123},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"id":125,"path":126,"display_name":127,"job_title":128,"description":129,"avatar_url":130,"acf":131},136,"\u002Fabout\u002Four-team\u002Fgina-wright\u002F","Gina Wright","SeniorPaid Media Strategist","I'm a Senior Paid Media Strategist at Impression. I started out studying fashion at University and worked in the clothing industry for a while before making the switch to advertising where I've been for the past 5 years. I work on a variety of accounts ensuring they are running smoothly day-to-day, speaking to clients and developing strategies to improve performance.","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":128,"full_bio":132,"specialist_service_links":133,"photo":143},"\u003Cp>Senior Paid Media Strategist. Joined Impression in October 2022.\u003C\u002Fp>\n\u003Cp>I studied fashion at University and worked in the clothing industry for a while before making the switch to advertising where I’ve been for the past 5 years. I have experience in programmatic, print and paid search across a variety of clients from finance & fragrance to appliances & activewear.\u003C\u002Fp>\n\u003Cp>At Impression I work on a variety of accounts ensuring they are running smoothly day-to-day, speaking to clients and developing strategies to improve performance.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nI make really good Yorkshire puddings!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nOutside of work, I like walking with my dog, Stella, going to a cosy pub & trawling charity shops and car boot sales for a bargain!\u003C\u002Fp>\n",[134],{"page":135,"link_text":138},{"ID":136,"post_author":45,"post_date":137,"post_date_gmt":137,"post_content":47,"post_title":138,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":139,"to_ping":47,"pinged":47,"post_modified":140,"post_modified_gmt":140,"post_content_filtered":47,"post_parent":53,"guid":141,"menu_order":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":142},169,"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"ID":144,"id":144,"title":145,"filename":146,"filesize":53,"url":147,"link":148,"alt":47,"author":74,"description":47,"caption":47,"name":149,"status":76,"uploaded_to":53,"date":150,"modified":150,"menu_order":53,"mime_type":79,"type":80,"subtype":81,"icon":82,"width":83,"height":84,"sizes":151},20451,"Gina-Wright","Gina-Wright.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&q=90","\u002Fgina-wright\u002F","gina-wright","2022-12-08 17:30:41",{"thumbnail":152,"thumbnail-width":87,"thumbnail-height":87,"medium":153,"medium-width":89,"medium-height":90,"medium_large":154,"medium_large-width":92,"medium_large-height":93,"large":155,"large-width":95,"large-height":96,"1536x1536":156,"1536x1536-width":98,"1536x1536-height":99,"2048x2048":157,"2048x2048-width":101,"2048x2048-height":102,"post-thumbnail":158,"post-thumbnail-width":104,"post-thumbnail-height":105,"12_col":159,"12_col-width":107,"12_col-height":108,"default_landscape":160,"default_landscape-width":110,"default_landscape-height":84,"default_portrait":161,"default_portrait-width":84,"default_portrait-height":110,"6_col_and_margin_short":162,"6_col_and_margin_short-width":104,"6_col_and_margin_short-height":108,"11_col_and_margin":163,"11_col_and_margin-width":114,"11_col_and_margin-height":108,"9_col_rectangle":164,"9_col_rectangle-width":116,"9_col_rectangle-height":117,"11_col":165,"11_col-width":119,"11_col-height":108,"staff_image_696_600":166,"staff_image_696_600-width":83,"staff_image_696_600-height":84,"rectangular_thumbnail":167,"rectangular_thumbnail-width":122,"rectangular_thumbnail-height":123},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"id":169,"path":170,"display_name":171,"job_title":172,"description":173,"avatar_url":174,"acf":175},131,"\u002Fabout\u002Four-team\u002Flaura-arens\u002F","Laura Arens","Senior Client Performance Manager","I'm a Senior Client Performance Manager at Impression. I work with clients to help them set objectives and to make strategic multi-channel decisions. You will usually find me with a book in my hand, or maybe even two. I also love to cycle through the German countryside whenever I am back home.","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",{"job_title":172,"full_bio":176,"specialist_service_links":177,"photo":188},"\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",[178],{"page":179,"link_text":182},{"ID":180,"post_author":45,"post_date":181,"post_date_gmt":181,"post_content":47,"post_title":182,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":183,"to_ping":47,"pinged":47,"post_modified":184,"post_modified_gmt":184,"post_content_filtered":47,"post_parent":185,"guid":186,"menu_order":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":187},108,"2020-12-16 14:36:55","Digital Marketing Strategy","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108","\u002Fdigital-marketing\u002Fstrategy\u002F",{"ID":189,"id":189,"title":190,"filename":191,"filesize":192,"url":193,"link":194,"alt":47,"author":74,"description":47,"caption":47,"name":195,"status":76,"uploaded_to":53,"date":196,"modified":196,"menu_order":53,"mime_type":79,"type":80,"subtype":81,"icon":82,"width":83,"height":84,"sizes":197},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 12:54:38",{"thumbnail":198,"thumbnail-width":87,"thumbnail-height":87,"medium":199,"medium-width":89,"medium-height":90,"medium_large":200,"medium_large-width":92,"medium_large-height":93,"large":201,"large-width":95,"large-height":96,"1536x1536":202,"1536x1536-width":98,"1536x1536-height":99,"2048x2048":203,"2048x2048-width":101,"2048x2048-height":102,"post-thumbnail":204,"post-thumbnail-width":104,"post-thumbnail-height":105,"12_col":205,"12_col-width":107,"12_col-height":108,"default_landscape":206,"default_landscape-width":110,"default_landscape-height":84,"default_portrait":207,"default_portrait-width":84,"default_portrait-height":110,"6_col_and_margin_short":208,"6_col_and_margin_short-width":104,"6_col_and_margin_short-height":108,"11_col_and_margin":209,"11_col_and_margin-width":114,"11_col_and_margin-height":108,"9_col_rectangle":210,"9_col_rectangle-width":116,"9_col_rectangle-height":117,"11_col":211,"11_col-width":119,"11_col-height":108,"staff_image_696_600":212,"staff_image_696_600-width":83,"staff_image_696_600-height":84,"rectangular_thumbnail":213,"rectangular_thumbnail-width":122,"rectangular_thumbnail-height":123},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"acf_fc_layout":215,"reduced":29,"top_overlap":216,"bottom_underlap":216,"disable_observer":-1,"heading":217,"cta_text":218,"cta_link":219,"items":220},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[221,241,253],{"type_key":18,"title":222,"excerpt":223,"to":224,"postedAt":225,"readingTime":226,"image":227,"authors":228,"category":238},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[229,232,235],{"name":230,"image":231},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":233,"image":234},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":236,"image":237},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":239,"name":240},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":18,"title":242,"excerpt":243,"to":244,"postedAt":245,"readingTime":246,"image":247,"authors":248,"category":252},"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",[249],{"name":250,"image":251},"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":239,"name":240},{"type_key":18,"title":254,"excerpt":255,"to":256,"postedAt":257,"readingTime":258,"image":259,"authors":260,"category":262},"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",[261],{"name":250,"image":251},{"to":239,"name":240},{"type":264,"style":265,"heading":30,"date":4,"updatedAt":266,"reading_minutes":267,"image":268,"imageAlt":30,"categories":269,"collections":455},"blog-post","light","2024-04-04T11:50:14",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fantoine-martin-RCsvlxP-Baw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[270],{"id":10,"count":271,"description":272,"link":239,"name":240,"slug":273,"taxonomy":274,"parent":53,"meta":275,"acf":276,"head_links":277,"resource_count":278,"yoast_title":279,"yoast_meta":280,"yoast_json_ld":325,"_links":423,"path":239},283,"\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",[281,283,286,289,292,295,298,300,302,304,307,310,313,316,319,322],{"property":282,"content":279},"title",{"property":284,"content":285},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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to March’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. 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