Emma Frewin

AI & Automation

How Much of Your Marketing Budget Should You Invest in AI Search in 2027?

Emma Frewin, ExtraDigital’s Commercial Director, explains how to budget for AI search without duplicating SEO costs or weakening channels that deliver revenue.

Marketing

Cutting Marketing Costs? Here's What I'd Protect Before Making Any Decisions

Reducing marketing budgets or internal teams? Discover how to cut marketing costs, protect performance and make your marketing investment work harder.

Marketing

Is AI Search Taking Traffic Away From Your Website?

Noticing a dip in organic search traffic? Learn how AI Overviews, ChatGPT and Perplexity affect website clicks, visibility and what marketing teams can do.

Social Media

Why Creative Assets Are Critical to Meta Ads Performance in 2026

Discover how creative quality, diverse assets and regular testing affect Meta Ads performance, conversions and ROAS, with practical advice for businesses.

Marketing

Your Website Traffic Hasn't Dropped, So Why Are You Getting Fewer Enquiries?

Steady traffic but fewer enquiries? Learn how visitor intent, conversion rates, AI search and competition affect lead volumes, and how to find the cause.

SEO

How to Manage Negative Reddit Posts About Your Brand Without Making Things Worse

Negative Reddit posts can rank in Google and shape AI answers. Learn when to respond, ignore or report, what Reddit allows, and how to protect your brand.

Marketing

Google Search Is Changing: What Should Businesses Do With Their Marketing Budget?

How AI Overviews, ChatGPT, rising PPC costs and falling organic clicks should shape your 2027 marketing budget across SEO, PPC, AI search, paid social and CRO.

Websites & Conversion

Low-quality enquiries from your website: a 10-step diagnostic audit

Getting traffic but not qualified enquiries? Run this 10-step lead-quality diagnostic audit to fix attribution gaps, form friction, and intent mismatches.

SEO & Generative Search

SEO Strategy in an AI-Dominated Search Landscape

An in-depth analysis of SEO strategy in an AI-driven search landscape, exploring content, signals and authority across search engines and AI-generated results.

Paid Media & Performance

Scaling paid media while maintaining efficiency

Understand how paid media efficiency changes as spend increases, and how to scale performance through better channel alignment, demand flow, and commercial interpretation.

Paid Media & Performance

Paid Search Strategy and Account Structure

Designing High-Performance PPC Systems in an AI-Driven Landscape.

AI & Automation

AI governance, compliance, and risk in marketing

An in-depth analysis of AI governance in marketing, exploring compliance, data risk and system oversight in AI-driven decision-making and performance.