Initial impact analyzes attributes such as emotion, engagement, benefits, and call-to-action, assessing how well your business and/or its assets elicit a response from its target audience. At first glance and without further research or analysis, this determines the first impression your company and its assets generate.

Initial impact relates to and influences your company’s personas, making it an invaluable metric to track and to score. Executed effectively, this will increase the likelihood of further engagement with your brand, making that first exposure a memorable part of the customer’s journey as they enter the sales funnel to potentially become a customer or, even better, an advocate.