« We need some AI. » The line drops into meetings today the way « we have to go digital » did ten years ago: with the same conviction, and the same vagueness. You adopt a tool because it’s in the air, you tick the innovation box, and six months later you’re surprised nothing moves any faster. The problem […]
Operational Efficiency: Why Technology Isn’t Enough Lire la suite »
Email has a reputation as a tired channel: too old, too crowded, edged out by messaging apps and social networks. And yet the numbers tell the opposite story. According to Litmus’s State of Email report, email marketing returns an average of 36 dollars for every dollar spent—a return no other channel matches. Email stays this
Email Marketing: Relevance, Permission and Useful Automation Lire la suite »
« Don’t put all your eggs in one basket »: the proverb is so widespread that we forget to question it. Applied to an SME, though, it leads to a false belief—that diversifying mechanically reduces risk. For an investor spreading capital, that’s true. For a company with limited resources and limited attention, it’s often the opposite: adding
SME Diversification: Diversify Without Scattering Lire la suite »
The estimates vary from one study to the next, but they converge on the same uncomfortable order of magnitude: an average Google Ads account is thought to waste between 20% and 40% of its budget on clicks that have no chance of turning into a customer. Before blaming the platform or its bidding, it’s worth
PPC Campaigns: ROI Happens After the Click Lire la suite »
According to Forrester, between 60% and 73% of the data a company holds is never used for any analysis at all. The figure says it all: most organizations aren’t short of data, they’re buried under more of it than they can read. We collect, we store, we stack up dashboards, and when the time comes
Data Analysis: Start From the Decision, Not the Data Lire la suite »
According to a Backlinko analysis of four million search results, the first organic result on Google captures an average of 27.6% of clicks—and barely 0.63% of users ever make it to the second page. Ranking well, then, means showing up where people actually look: the first three or four lines, not merely somewhere in the
SEO: Being the Best Answer to a Real Question Lire la suite »
In its analysis of post-mortems from companies that failed, CB Insights identified a number-one cause, ahead of running out of funding: no real need in the target market, cited in 42% of cases. The lesson reaches well beyond start-ups. When a market expansion fails, the cause is rarely poor execution; far more often, a demand
Market Expansion: A New Market Isn’t Won by Copying Lire la suite »
« We need to be on social media. » Fine. But on which platforms, to say what, and to whom? Those three questions almost always get skipped, because they are less satisfying than the act of opening an account. The result: plenty of companies keep four or five half-alive profiles, post out of obligation, and conclude after
Social Media: Choose Your Platform Instead of Spreading Thin Lire la suite »
Strategic partnerships have a poor reputation for a documented reason: according to work published by the Harvard Business Review, 60% to 70% of alliances fail. Those breakups almost never stem from a technical or market problem; they come from misalignment—unspoken expectations never voiced, objectives that diverge, an imbalance one side eventually stops accepting. A partnership
Strategic Partnerships: No Shared Gain, No Partnership Lire la suite »
« We need to do content. » The line has become a meeting reflex, right up there with « we need to be on social media ». And like every reflex, it skips the only question that matters: content for what? Plenty of companies today turn out articles, videos and infographics at a steady clip without anyone able to
Content Marketing: Have a Strategy, Not Just Output Lire la suite »
