Digital marketing could tie every euro to a click. With AI, we are heading back to impression marketing.
Nadège, marketing manager at an SME near Liège, juggles a dozen channels and can no longer say what works. Why digital is drifting back to impressions, and how to take back control of your brand and your measurement in 2026.
B2B or B2C marketing: you are always selling to a human
The professional buyer is not a separate species. This week, a Belgian company proves it in front of 45,000 people at Brussels Expo.
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Headless e-commerce agency in Belgium: my review, ten years after finding it too expensive
A 90-minute first leg: FC Headless takes on its greatest rival, AC Classic Theme. With the Union Saint-Gilloise case, led by the agency Epic, my Belgian example.
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The e-business bachelor pushes a lot of doors ajar. It never pushes one all the way.
Class of 2014-2017 at HEPL, thesis reader, then jury president since 2022. What the bachelor actually teaches you, what it will never give you, and what you have to dig into for the degree to be worth something.
Sixteen months of AI Overviews in Belgium: an honest look, and what seems to work
Belgium has lived with Google's AI answers since March 2025, France is only discovering them. Clicks melt away in your Search Console, your prospects now read the answers to their questions without having to click through to your website. Nobody has the perfect recipe, but here is what we observe, and what we already apply.
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How to build a real persona now that Meta does the targeting for you
You were taught to build a persona in order to target. Meta stopped listening: your inputs are only suggestions now. The creative does the targeting. The persona isn't dead for all that, it changed jobs, and here's how to build a real one.
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GEO is just SEO: we only forgot that SEO never meant Google
GEO is sold to you as a brand new discipline. It is SEO. Its real definition was never 'rank first on Google', but 'be found in a search engine', and YouTube, Pinterest or an LLM are search engines. More than a billion Ahrefs data points confirm it, number by number.
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Europe no longer lags only on AI infrastructure. It is falling behind on marketing and e-commerce too.
AI, marketing, e-commerce: when regulation and dependence combine into a competitive disadvantage, over a quarter, not a decade.
Before ordering 12 months of community management, ask for a strategic assessment. You will save 18 months of useless content.
52,800 EUR excl. VAT over 2 years for 2 videos a month and a few posts with no plan. This textbook case comes back month after month. The sequence that pays does not start with content.
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Your thesis defense doesn't grade your thesis. It grades whether you go beyond it.
Former e-business student, former thesis reader, now jury president. From those three chairs, ten levers to turn your defense into proof you're ready for the field.
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You were sold digital marketing as the realm of total measurability. With native tools, it is less and less true.
GA4 models part of your conversions, ad blockers erase another, and your own data you pull from a command line. Trustworthy measurement gets rebuilt elsewhere.
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We're not game designers, but our 404 became a mini-game in 7h thanks to Claude Code
7h of prompt engineering, 0 lines of code written by hand, 46 versions in 3 days. Here's what Claude Code, Suno V5 and ElevenLabs make possible in lightweight advergaming in 2026.
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