Why I wrote the book Développer le marketing de son entreprise (Developing your company’s marketing) Over the past few years, I have worked with many companies, across different industries and levels of maturity, and one recurring pattern kept appearing: a form of confusion in their marketing. Not a lack of tools. Not a lack of effort. But...

Business failures in EU: why the wave is not slowing down Over the past months, business failures have remained at high levels across Europe, with particularly strong increases in sectors such as construction and retail, and contrary to what many expected, this is no longer a simple post-Covid catch-up effect, but a trend that is...

SEO, content, social media: how to allocate your efforts effectively Many companies understand that they need to be present across multiple channels to grow their acquisition. SEO, content, social media: the levers are known, the tools are available, and the intention is there. Yet despite this awareness, results often remain below expectations. The issue is...

The real problem with your communication is not what you think Many companies believe their communication problem comes from a lack of visibility. They publish more, test new formats, open accounts on multiple platforms, invest in tools or campaigns, assuming that the more present they are, the more results they will generate. This logic is...

ChatGPT with advertising: the new frontier of conversational marketing The introduction of advertising into ChatGPT marks a discreet but significant turning point. Until now, conversational AI tools were perceived as neutral assistants, capable of generating content, answering questions or supporting various tasks. With the arrival of advertising formats, a new reality emerges: these platforms are...

SEO, content, social media: how to structure your channels to generate real results For a long time, companies have approached their acquisition channels as separate levers. SEO on one side, social media on the other, content somewhere in between, each managed with its own objectives, tools and metrics. This approach may have worked when competition...

By trying to be everywhere, some companies become unreadable Over the past few years, a belief has quietly settled into marketing as an unquestioned truth: to exist, a company must be present everywhere. LinkedIn, Instagram, TikTok, newsletters, SEO, video, podcasts… the more ground a company covers, the more visible it becomes, and therefore, the more...

Late Payments: The Silent Time Bomb for Businesses In most economic narratives, a company’s performance is still largely measured through revenue, growth, or its ability to secure new contracts. This perspective, reassuring on the surface, often hides a much more concrete and far more brutal reality. A company can sell, invoice, grow… and still end...

Why AI is already threatening website traffic A silent shift in how people access information For years, the web has operated on a simple principle: users search, receive a list of results, and navigate from one site to another to find what they need. This model has shaped search engine optimization, content production and the...

What really happens when a prospect hesitates In traditional marketing thinking, a prospect’s hesitation is often interpreted as a lack of information or a need for reassurance, as if the decision simply depended on one more argument or an additional proof point. This interpretation allows companies to keep producing content, adding explanations and multiplying messages,...