The essentials.
- Start with your customers: their questions and journeys decide the channels.
- One dated, numeric goal beats ten intentions.
- Measure leads and revenue, not just traffic.
- A few well-run channels beat many abandoned ones.
- Review the plan every 90 days: the market moves fast.
The videos.
Chosen for this topic, with our viewing notes.
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8:49EN
How to set up Google Analytics 4 (GA4) with Google Tag Manager (GTM)
The official walkthrough for a clean analytics setup, using a tag manager so you never touch the code for each change.
Viewing notes
Takeaways
- A GA4 property, a data stream and a measurement ID: that's the foundation.
- Google Tag Manager centralizes tags and lets you test before publishing (preview mode).
- In Europe, analytics needs consent, or an exempted tool such as Matomo configured per the CNIL's rules.
Go further
- GA4: introduction (opens in a new tab) Google Analytics · Documentation
- Matomo (opens in a new tab) Matomo · Tool
- Cookies et autres traceurs (opens in a new tab) CNIL · Official text
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10:07FR
Comment concevoir votre stratégie de communication ?
The chambers of commerce walk through the method: goals, targets, message, channels, budget, calendar, measurement. The right starting point for a small business.
Viewing notes
Takeaways
- Start from your goals and your targets; channels come after.
- One simple, repeated message beats ten different ones.
- Plan the year and measure every action: leads, sales, not just views.
Go further
- Guides et conseils France Num (opens in a new tab) France Num · Guide
- What is Digital Marketing? (opens in a new tab) HubSpot · Guide
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58:30FR
Comment le numérique peut transformer votre TPE PME en championne de l'export !
A talk by France Num (the French government programme) on small-business digital maturity, with the support schemes available. Long, but official and recent.
Viewing notes
Takeaways
- Digital transformation is gradual: website, visibility, management tools, then AI.
- France Num grants and accredited advisers support small businesses for free.
- The France Num barometer figures help you benchmark against your sector.
Go further
- Guides et conseils France Num (opens in a new tab) France Num · Guide
- Baromètre France Num 2025 (opens in a new tab) DGE · Study
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Test yourself.
A few minutes to check what you remember from this topic.
This topic is part of the paths : Get the word out: social and advertising.
The resources.
- What is Digital Marketing?
A complete guide to how digital marketing works.
Open (opens in a new tab) ↗ - Guides et conseils France Num
The French government's free guides for small businesses.
Open (opens in a new tab) ↗ - Bpifrance Création
Creating, financing and growing a business in France.
Open (opens in a new tab) ↗ - Think with Google
Consumer research and trends by Google.
Open (opens in a new tab) ↗ - GA4: introduction
Getting started with Google Analytics 4.
Open (opens in a new tab) ↗ - Matomo
A privacy-friendly alternative for web analytics.
Open (opens in a new tab) ↗ - Email Marketing Benchmarks
Average open and click rates by industry.
Open (opens in a new tab) ↗ - How Digitally Fluent Small Businesses Are Reshaping Main Street
How digital is transforming local businesses in 2026.
Open (opens in a new tab) ↗ - What Does Omni-Channel Marketing Mean to Customers?
What customers expect from a seamless cross-channel experience.
Open (opens in a new tab) ↗ - Why Every Small Business Needs a Strong Online Presence in 2026
A clear case, published by a small-business association.
Open (opens in a new tab) ↗
Digital strategy
Fewer moves. More impact.
A clear plan, measured priorities and a course we keep together.