3 reasons why online marketers do great offline marketers

Moving to Sydney for a new position in marketing was the chance to expend my knowledge of online marketing channels, and it also game the chance to work for the first time on offline markerting channels. Despite the fact that I was relatively new to offline marketing, I managed to be impactful really fast and restructure the whole approach. Here are few of the reasons that could explain why.

Why online marketers do great offline marketers?

online offline marketing

1. They have gained experience through more learnings

By nature, online marketing is able to provide (almost) instantly data compared to offline marketing, making test life cycles way shorter:

  • Easiest possibility to scale rapidly (by pushing bids, by increasing reach, by changing targeting)
  • Change (or pause) unsuccessful creatives, landing pages as soon as a test is significant with online marketing, while offline marketing will often still have some assets printed with the ‘loser’ version that they will keep on sending to finish stocks.

For these 2 reasons, an offline marketer will be able to run more tests, and there increase his learnings and overall generate more learnings.

2. They worked with more data

In online marketing, until recently it was possible to track everything. GDPR laws in Europe are changing makes online advertisers access information, still, they have access to more data and can make use of it.

They can tailor user experience based on previous purchases or behavior for example. Thing that is harder to do with offline marketing. With offline marketing, you get the data only when the conversion occurs, while online marketing has access to more data helping them developed solutions to improve performance all the way of the customer journey, giving them a hedge into understanding what could be the reasons of low performance, for offline marketing.

3. They are used to automation

Online marketers can access so much data, that automation is becoming a normal skill to have in online marketing nowadays.

When online marketers work on offline marketing channels they have developed an eye for what could be automated, making offline processes more efficient.


3 Takeaways from Google Marketing live 2019 (outside of Google Search)

For the second time in a row, I attended Google Marketing Live (GML) conference in San Francisco. For those who don’t know about GML, it’s THE advertising conference organized by Google. This is the opportunity to hear about the upcoming Google and YouTube features and advertising trends. Attending the GML is a special feeling, it’s like attending Apple Keynote when they release a new iPhone, or attending Google I/O, you will discover new updates that will shape your strategy for the next year.

I would like to share with you 3 takeaways (outside of Google Search) from the 2019 Edition:

1 – YouTube has now reached 2 Billion monthly active users


One-third of the globe is now watching YouTube every month and Google is now clearly offering to advertisers more opportunity to capitalize on advertising on the platform.

  • YouTube will be part of the data-driven attribution model with search and shopping.
  • Text ads can now appear in the YT feed via search partners.
  • YouTube will have new testing possibilities like campaign experiments from Search campaigns.


2 – Google creates a new ad format – Discovery Ads

Discover Ads is a new ad format that covers Gmail Ads, YouTube newsfeed and Android discovery feed.


While Gmail Ads and YouTube newsfeed could already be reached via existing campaign type (GSP campaigns & True-View for Action video campaigns), Discovery Ads open some new inventory with the Android discovery feed.

Android discovery Ads is available only in Beta.


3 – Google includes images on search results with Gallery Ads

Gallery Ads

Google is slowly moving from text-only ads by allowing only to the advertisers on the 1st position to insert from 4 to 8 images in a carousel. Brands will have new opportunities to express themselves.

Some impacts from this feature:

  • Advertisers were in the past billed only for clicks, they are now billed after the 3rd swipe in the carousel.
  • Organic results need even more scrolls to be reached




Key takeaways from Google Marketing Live 2018

Google invited last week, in San José, advertisers from all around the world to attend Google Marketing live conference.

I saw Google’s Senior VP of Ads, Sridhar Ramaswamy, announcing Google’s latest product releases. Many Google product directors announced afterward, other new features coming in the Google advertising world.

You will find below key takeaways from this conference:

Google Marketing Live(10)




Google rebranded and reorganized their Marketing products into 3 families. The goal is for the tools to be much more integrated in terms of data, tracking and audience management:

  • Google Ads: includes what was  formerly known as Google Adwords
  • Google Marketing Platform: Includes the whole 360 suite (Analytics, Attribution, Optimize, etc) as well as Search Ads 360 (formerly DS) and Display and Video 360 (formerly DCM and DBM)
  • Google Ads Manager: includes what was known as DoubleClick for publishers and Google Ad Exchange.


  • Responsive search ads

Google will automatically generate Ads by combining up to 3 headlines (HLs) from a pool of 15 HLs, and up to 2 descriptions lines (DLs) from a pool of 4 DLs.

HLs are extended from 25 to 30 characters.

DLs are extended from 80 to 90 characters.

Google recommends writing HLs and DLs as distinctive as possible, as the algorithm will never combine 2 similar elements. Like CTAs for example.

Google offers the possibility to see the winning mix and recommend to keep Extended Ads running in parallel for the start.

Google allows advertisers to “pin” some elements in the HLs if advertisers want to always display the name of their company in the first HL for example.

  • Images in text ads.

Google is testing a feature that source pictures from landing pages and will automatically include it in responsive ads next to the description lines.

  • Mobile landing page speed score

Google introduces a new KPI “mobile landing page speed score” to help advertisers to measure the speed of their mobile landing page, as the name suggests. The score is measured between 1 and 10.

  • Audience AB test

Google allows creating experiments with different audiences. This will help advertisers to clearly AB test what it the added value from an Audience targeting with adapted creatives or landing pages.

  • Search Ads 360 auction time bidding:

Basically, this enables real-time auction bidding towards a goal taking into account multiple variables from the user, audiences, competition, etc… this is a real step forward for Adwords and may make all the other bidding tools irrelevant as they don’t have access to all the data points Google will take into account.

  • Other small updates:
    • Cross-account management in Adwords Editor.
    • Impression share as an Optimization target.
    • Users can now easily opt-out of seeing personalized ads
    • Google saw an increase in ‘free-style’ searches such as “X near me”, “open tonight”.. consider targeting users by their intent and not only straightforward queries

Google Shopping

  • Smart shopping campaigns

This new type of shopping campaign opens new inventory for shopping campaigns on the display network. Advertisers will also be able to select store visits or new customers as goals.


  • New responsive display ads

Google has seen a huge success in responsive ads, and combine them now with machine learning to introduce AB test. Google will now combine different elements like headlines, description lines, pictures and come with the best variations on display ads.

  • Cost per conversions

Google introduce for Display a new way to pay: cost per conversions. Yes, cost per conversions.

  • New display standards

Google now qualify an impression only if the banner is 50% viewable displayed for at least 1 second.

  • New native ads formats

Google introduced two new formats:

  • Flipbook: A video ad that is played only when users are scrolling a page.
  • Parallax: allows parallax images.

Audience Modules will become available for all accounts inside the same Partner Account through audience linking

Unique Reach reporting to become available in open beta mode this month

Targeting option around Consumer patterns will be added for Display targeting. Life events will also become an open targeting option for Display and Gmail ads.


  • Google introduces new YouTube formats:
    • Trueview for reach (advertisers only pay when an ad is seen).
    • Trueview for action (video displays a banner under it with a CTA button like “buy now” for example).
    • Form ads with Trueview for action → Clicking the C2A on the video will open a lead gen / from within YouTube
  • New biding possibilities

Advertisers will be able to set a new smart bidding strategy “Maximize Lift” for YouTube campaigns, Google is combining survey data and search data to run this bidding strategy..  Also, they will be able to set a CPA target and maximize conversions.

  • Affiliate store location extensions and tracking

Now Google allows companies that sell their products in retailers to add not these stores as location extensions and also track in-store visits.

Google Suite

Google Analytics

  • Cross-device reporting

Cross-device reporting is now available in Google Analytics which will allow cross-device remarketing audiences to be created.


  • New integrations between Google 360 products
  • Will allow creative teams to work within advertising platforms to create, edit and analyze creatives  – to be rolled out in the next few weeks

And now, some pictures from inside of the conference center

Google Marketing Live (11)Google Marketing Live (12)

It was a great experience, I had the chance to talk with different advertisers and I would definitely go again next year if I can.


Did you notice? Google quietly rolled out 3 ad changes Monday

Since Monday (February 19th, 2018), Google has changed the way it presents the results of its ads. In this article, I will present the two major (and one minor) changes that occurred on desktop and mobile.

1. The number of sitelinks has changed

For those of you who are not familiar with sitelinks, they are an extension of ads working as shortcuts to send users directly to a specific page of a website.
For example, if you type the name of a specific online clothing store into Google, there is a big chance that Google will display some sitelinks underneath the main website link of that company (e.g., “Men’s Department” could be a sitelink sending users directly to the men’s clothing section of that website.)
However, as of Monday, Google has reduced the number of sitelinks it displays on desktop from four to two. The root of this change? User experience, of course: Google has added information related to each sitelink. So, overall fewer shortcuts, but what you can expect from clicking these sitelinks will be more explicit.
Meanwhile over on mobile, Google went with the opposite strategy—going from three to four sitelinks. Here, I suppose that Google understands how mobile users are more keen on being directed straight to a specific part of a website quickly to avoid unnecessary page loading time.

2. Mutable ads has launched

Up until now, when ads were modified by advertisers, historical performance data was lost. This was mainly due to the fact that editing ads was similar to deleting ads and creating new ones.
Now that mutable ads have launched, modifying ads and keeping performance data is possible. It will be easier to track performance evolution (as long as you keep track of when your ads were modified). Using labels seems like the easiest way to do this, and I would not be surprised if this became a best practice in many companies.

3. The format of headline dividers has changed

This is so minor that I won’t make any supposition for the purpose of this change, but Google is now using a horizontal bar instead of a dash to separate the two headlines in an ad.  Subtle, yes, but it’s amazing to see Google spend some effort to run experiments and tests on more minor changes like this one.


Chances are, even many advertisers probably wouldn’t have noticed these changes. Still, it’s notable to see just how micro Google will go in the name of fine-tuning user experience and optimizing its tools to improve ad metrics and performance.


Work Happy – What great bosses know

I’m back on the road to learn with a new book: Work Happy – What great bosses know. This time, this is not to increase any marketing skills but to develop my management skills more in-depth.

Noone is born as a great manager, but the ones that are willing to work towards this goal have higher chances to be successful at it. It’s obvious, but yet most managers have so much to take care of, that taking some time to learn about how to become a better boss, can sometimes be postponed indefinitely.

This is what I wanted to avoid, so I chose to not postpone this task and decide to read this book when it has been suggested to me. Here is what I learnt from it.

(Cover of the book)

We expect from managers to develop the following 12 management competencies :

– Maintaining and raising the quality

– Developing and improving systems

– Coaching employee performance

– Communicating across the organization

– Collaborating across the organization

– Resolving conflicts

– Building employee motivation

– Leading with emotional intelligence

– Building teams and team performance

– Managing change

– Managing your time and priorities

– Working with ethics and integrity

These 12 competencies should be seen as the foundations on which more skills need to be developed to be effectively a good manager. The skills don’t always have a name. It is more soft skills that you should improve. Boss will have to face some daily challenges that employees they manage are not always aware of.

Top 5 daily challenges for bosses:

– Managers disappoint people every day

– Managers push people out of their comfort zones

– Managers are routinely caught in the middle

– Managers can’t always tell people what they want to know

– Managers make mistakes


One way to learn is to learn by failing. But becoming a good manager doesn’t mean waiting for failures.

The goal of this book is to reflect and create awareness with clear examples about how to behave in situations that are met daily but also to learn from experiences of others when situations are more rare.


How leaders can improve management within a company?


Upon returning from a C-levels-only retreat, the leaders of the company I work for suggested all the employees should read a book. Beforehand, they all read it themselves, discussed it, were transparent that it was a long time since they had read any books themselves, offered to reimburse anyone who bought it, and the cherry on the cake–to fly the participant with the best essay to visit the office of their choice.  To finish, as with any smart goal , they set a clear deadline  to help prevent procrastination.

Driving change in an effective way

When leaders advise to all their employees to read a book, there’s clearly a reason for it. They empowered the employees to become better leaders at each level of the company.

If we take a step back, and analyze the way they approached the promotion of this book within the company, we find out that they drove change in a very effective way by combining leadership, management, marketing, sales, and communication skills all together.

  • Empowering their employees (leadership skill)
  • Taking part in the change (management skill)
  • Sharing a book they found inspiring (communication skill)
  • Admitting they hadn’t read a book in a long time = transparency + humility (communication skill)
  • Reimbursing the book (sales skills)
  • Rewarding with a travel (marketing skills)
  • Setting a deadline (management skill)
  • Asking to write a page about the book in order to enter the competition = controlling & measuring (management skill)

A medium to drive change

The medium they chose to drive is change—driving change doesn’t mean that a situation is bad, it can also mean that there is always the opportunity to become better at what we do by reading this book: Extreme Ownership by Jocko Willink and Leif Babin.

It is now my turn to suggest this book to you.  I won’t use the same strategy that my company used to encourage you to read it, but I will use one nevertheless: I have selected some extracts to give you an idea of the lessons that it is possible to learn while reading this book. Hopefully, it will give you the wish to read the book as well or, at least, these extracts might already have an impact on the way you manage.

  • Leaders must own everything in their world, there is no one else to blame.
  • Leaders should never be satisfied, they must always strive to improve and they must build that mindset into the team.
  • Good leaders don’t make excuses, they figure out a way to get it done and win.
  • A leader believes win is possible.
  • If a leader does not believe he won’t be able to take the risks required to overcome the inevitable changes necessary to win. And they will not be able to convince others to do so.
  • Sometimes the most difficult ego to deal with is your own.
  • If the overall team fails, everyone fails even if a specific member or an element within the team did their job successfully.
  • Explain to them what you need from them and why, and ask them what you can do to help them get what you need. Make them part of your team, not an excuse for your team.
  • If your team doesn’t get it, you have not kept things simple and you have failed.
  • When overwhelmed, fall back upon this principle, prioritize and execute.
  • Juniors members (…) do not need the full knowledge and insight of their senior leaders, nor do the senior leaders (…) Still, it is crutial that each have an understanding of the other’s role.
  • If someone isn’t doing what you want or need them to do, look in the mirror first and determine what you can do best to enable this.
  • There is no 100% right solution (…) leaders must be confortable with this and (…) be ready to adjust those decisions quickly based on evolving situations and new information.


One of the principles that seems obvious, but that I’m in reality violating is the following:

If the overall team fails, everyone fails even if a specific member or an element within the team did their job successfully.

In online marketing, you are responsible and an expert on your own channel. And if another channel underperforms, well, I tend to think it’s the place of the team lead to help prevent that from happening earlier on.

But, it has a direct impact on my own channel, because I have to compensate the “loss” from the other channel, which leads my channel to be pushed and become less profitable as well.

Being aware of that, taking responsibility for the performance of channels as a whole will help the company to succeed.


To conclude, I learned both from the book and from the way the leaders drove change in my company by empowering their employees. The effect it had on me is extremely positive and I look  forward to being able to use some of the principles of the book for our company. It also increased my trust and motivation in our leadership, which were already high. In my view, they successfully managed to achieve one of the book’s most important principles: to never be satisfied, to always strive to improve — and to build that mindset into the team.



Apple Search Ads 2017: Pros & Cons From An Early Adopter

Welcome to my first post of 2017! Before we dive into today’s topic, let’s take a look back at the blog’s 2016 statistics: Total views grew by 116% over 2015, and Google edged out Facebook three times over, becoming our top traffic source. Meanwhile, LinkedIn and Twitter are in third and fourth places respectively. 2017 is off to a promising start.


Now, back to your regularly scheduled programming…

Are you familiar with Apple Search Ads? Well if you work in mobile advertising, you should be. And if you’re not, no worries, I’ll change that by the end of this article.

What are Apple Search Ads?

With more than 1.5 million apps on the App Store, Apple recognized the need to give advertisers a way to help their apps stand out in the crowd. Just a few tactics included a featured apps section, a discounted apps section, and top banners. Now, as of October 5, 2016, advertisers could advertise iOS apps as well in the search results on the App Store, thanks to Apple Search Ads. In case you were wondering, Google had enabled app advertising long ago—in the search functionality within Google Play.

Apple advertising platform: pros & cons

I’ve tried Apple Search Ads since the very first day it came on the scene. To celebrate its four-month anniversary, I’ve decided to share four pros and cons about this bourgeoning new platform.


Apple Search Ads Pros:

  1. It’s the ultimate way to advertise your iOS app

There is no placement like this one. As 65 to 80 percent of installs happen after a search is done on the App Store, this allow advertisers to show their app at this very precise moment. Unlike Google, Apple Search Ads are displayed on the App Store only, where Google forces advertisers who want to promote their app in Google Play to also promote their app on its search engine.

  1. It’s easy to use

This advertising platform has been designed to be accessible for everyone. Accounts are really easy to set up, and the platform proposes auto-targeting options if you don’t want to enter keywords yourself. Finally, you don’t have to create ads—they are automatically generated from your app description. If you want to change your ads, you have to change the naming of your app, or the description, directly in the App Store. In addition, if you use Adjust, the trackers are automatically created. Easy-peasy.

  1. Access to insightful data

Apple Search Ads allow you to see which search terms trigger your ads and the KPIs help you to understand the performance in detail. This provides some useful insights that you should use to work on your app store optimization.

  1. Better performance

There’s an overall better CPI than on other networks. This can be explained by the higher conversion rate (the user is already in the app store, and obviously looking for an app), or by the fact that all companies are not yet using Apple Search Ads, so the auctions remained low, even if, in my view, prices started to rise since we launched it, meaning than more and more competitors began competing on keywords.

Apple Search Ads Cons:

  1. It’s hard to scale

Apple chose relevance above everything else. Even if you are willing to bid high. If you target irrelevant keywords, Apple will simply not show your ads.  For the same reason, if people don’t find your ad or your app appealing and don’t click on it, Apple will stop showing your ad, regardless of your bid.

  1. It’s only available in the USA

So far, Apple Search Ads are only available in the USA. I don’t see an obvious reason for this. The platform has been tested, it is not a beta, and it works. Why isn’t it available in the other countries yet? Don’t tell me that Apple doesn’t have enough resources to translate the interface.

  1. Poor user experience

Navigation could have been better, especially if you are used to Google AdWords. The more you use the platform, the more small things irritate you. For example, to edit the setting of campaigns, or ad groups, you must click on each of them and click on the edit link at the very top right of the screen. Just a little bit tedious.

  1. Maintenance and optimization could be simpler

Speaking of tedium, basic functionality available in AdWords doesn’t exist on the Apple advertising platform. There is no shared library, which means that if you want to negative a keyword you have to go into every single ad group and add negative keywords locally. Or, if you want to change bids, you have to go one by one to each keyword. It doesn’t sound as bad as it is, but when you have lot of keywords, you would rather spend your time doing something else.


In conclusion, if you haven’t started Apple Search Ads, you should definitely check it out. There are still a few things that I wished were better, but considering that the platform is only 4 month old, it is still overall not so bad. And who knows, there are maybe a lot of improvements planned in the future.


Your biggest influence is someone you’d never consider

At the heart of influence

If I ask you the question, who or what influences you? How would you answer? Take 5 minutes and try for yourself. Read further when you are ready.


Maybe a few responses you considered included:

  • The people around you: your parents, family, your partner, friends, relatives, or colleagues.
  • Your experiences, your education, your past.
  • External stimuli: social media, music, TV, books, movies, documentaries.
  • With a larger scope, you might have said: society, technology, politics, or religion.
  • On a totally different scale, you might have answered: your current mood, the life events you are going through, or maybe even maybe the weather.

And you would be right. But only to a certain degree—I’m going to talk about that later.

Now, if I gave you 10 more minutes, chances are you would just extend the list. It is common for the mind to search for influences as something external that has an impact upon us. We find this in the etymology of the word influence itself.


These definitions bring the idea that external inputs (like stars) act upon us. And that somehow we are passive when it comes to being influenced.

A new definition

I would like to take a different approach to the initial question. What if the answer was not a list, but only one element: you.

You are influencing yourself above all else. Why? Because you chose to believe what certain people say, you chose to read some books over others, you chose to develop trust even when it’s hard, you chose to spend time reflecting on and learning from your mistakes rather than blaming others or luck. You chose to push your own limits to reach your goals, rather than refreshing your Facebook feed.

Accepting that you are at the essence of your influence as an answer opens a door to infinite possibilities for your life. You are the only person that is able to better influence yourself. You can make the decision to set up an environment that will help influence yourself towards becoming the best possible version of yourself and cultivating the life you want.

For example, maybe you know that you will never leave your job to go on a six-month trip around the world, but inside you crave it and are just waiting for an external event to make it happen. If you go about it like this, it might never end up happening. Now, what if you read books about traveling, you start speaking with people that did a world tour, and write on the mirror where you daily brush your teeth: “Travel is the only thing you buy that makes you richer. Odds are, you will start gaining momentum towards your goal.

Same goes for everything. If you want to change your career, start speaking with people who work in your desired field, read about new trends in this field and learn more about what the positions entail.

You can influence yourself to change your bad habits, reach your goals, achieve your dreams, or just become a better person. You can learn to exceed your limits without anything external because this approach relies on only one element: yourself. All the bad excuses, all the external elements you lean on to justify your passive behavior—these no longer have a place under the new definition.

Turning the question on its head

To conclude, I would like to come back to the original question and ask instead: who do you influence?

Developing good influences for yourself might end-up empowering the people around you, and helping them to adopt good new habits as well.

Sharing, giving, or even just advising someone to read a book can have a greater impact than you may think —regardless of how the stars align for that person.



How to Crush Your Limits Through Reading?

A start

Are you someone who gets easily bored by reading? By being bored, I don’t mean that books no longer surprise or interest you, but more that as soon as you see that a topic takes more than one page to be explained you start thinking that it could be (should be) condensed?

For me, just the word introduction on any article screams: “this is going to be reeeeeeally long”. It makes me bored before I’ve even read a single word.

Does this behavior sound familiar to you?

Perhaps even now you’re feeling the pain of reading this article and would like to know the message behind it all already, so that you can move onto something else. People crave instant results, but I believe it’s the journey along the way that actually leads to fulfillment.

For those who can’t wait, here’s what’s coming: I’m going to share my personal struggle with reading and how you could learn to push your own limits.

For those who have time read until the end of this journey, sit back, relax, and enjoy the ride—this is going to be a bit of an experimental post.


A structure

Every book, blog post and video has a structure. This one too. I think this is what makes me so bored about reading. Everything that has a structure is somehow predictable. And everything that is predictable is obviously less intriguing, and therefore less fun. Knowing that, some authors will choose to break any kind of structure. We see many examples in art: like in some modern art museums where you can watch videos looping without an end, start, or middle.  The paradox is that you will spend minutes watching this looping video to try to figure out where it starts and ends. Somehow the brain needs to go back to a structure to make sense out of what it is watching or reading.

Most books follow the same road. They start in a certain context followed by some discoveries and explanations to end up with a conclusion. And most authors are trapped in this pattern.

I thought a lot about structure while writing this post. Would I read this article to the end if I wasn’t the author? Maybe not.

Therefore, I chose to create chapters that can be read independently of each other—in any order you like. Feel free to create your own connections among them, as I have not done it for you.

A context

In life, everything comes down to timing. Appreciating books came late for me. I had been advised to read books of many kinds: science fiction, thrillers, books about the economy, relationships, and more. It was always the same result. It was impossible for me to finish them and some were even hard to start at all. So what changed? My perspective—through three events:

  1. Mark Zuckerberg’s personal challenge. I learned that Zuckerberg had a New Year’s Day tradition of publishing his challenges for the coming year. For 2015, he vowed to read 1 book every two weeks. This was the first time I started to see books as an opportunity to learn and grow.
  2. Tai Lopez’s TedX talk. This striking observation by Lopez helped me clearly see the potential of books: “Some of the greatest mentors are no longer alive: Shakespeare, Darwin, Freud, Mohandas Gandhi. But, if I told you that all those people are in my house and they will be there Saturday answering questions, if magically I can make that happen, would you show up at my house? Of course everybody would buy plane tickets […] They are there, in my house. They are in my library; they can be in your library too.”
  3. My stage in life. Maybe it was the prospect of reaching the end of my 20s and the self-questioning that followed the breakup of a long relationship. Things that used to motivate me such as going to the gym, no longer seemed important. My priorities were shifting and a thirst for answers, learning, and growth drove me. Up to this point in my life, I had spent ample time working on my exterior and functioning with my left brain. It was time for me to take a step into new, unknown territory, to develop my inner self and allow my right brain to call some of the shots.

A trigger

For me, reading books was a step in the dark. It literally felt like changing who I am. I wanted to persist and not give up at the first opportunity. That way, I could find deeper meanings and answers.

With every change, comes work, fear of the unknown, and ultimately a lack of motivation. Most people are procrastinating in their own way, and tend to delay tomorrow’s changes, even if they are needed. Procrastination is just that—a sign that change is needed, but you won’t grow unless you can recognize the triggers.

In my case, it all started to take form at work. During a break, a colleague told me about a book she read and advised me to check it out as well. As usual, I was only interested in excerpts from the book and had no wish whatsoever to read the whole thing. I knew deep down that I would never would. Later on, I recognized this pattern in myself with other things as well. Even for movies. I wouldn’t mind knowing the end of many movies. I would never go to watch them. I had no time (and ultimately, no desire).

But, the next morning, when I arrived at my office, the book was on my desk. I could choose like every time before in my life to take the book, bring it home, read some pages, and give it back. Or, I could choose for the first time to do things differently. What did I have to lose? I was finally ready. No more escapes, no more lies to myself. I was motivated and I had a goal. Luckily, it was not the first time that I set a goal for myself (this whole blog is also one). I knew how to manage goals and how to take actions towards them.

Just like I advise to trade in morning Facebook time for LinkedIn, I would trade my sport and some hours on Facebook for reading.

A journey

Today I understand that by only reading excerpts of a book one can miss out on the whole meaning of it. While not everything is important in a book, some context can help you understand who the author is and what led him or her to make the choices they did. You can also miss out on connecting with the author on a personal level. Being along for the author’s journey means you are witness to their problem-solving process. Asking if they managed to reach the goal is an empty shell if you don’t know how the author went about doing it.

No one can scale Everest in a day. Climbers need preparation and training on smaller mountains before summiting higher ones. So far, what I’ve learned from reading is that the journey has only just begun.

There can be a higher pleasure in confronting those things you fear failing at, attacking things you naturally try to avoid. I sensed that before, but what was missing was my taking action. I realize that I could have never started the journey at all. So today, I’m thankful for all the people I met who tried to give me triggers.

The book, for me, was a world that was more convenient to avoid, yet each new page was actually a step in a good direction.

That is my wish for you—motivation to make a step in a direction that you are trying to avoid. It doesn’t have be reading. It can be drawing, singing, meditating, smiling—just try whatever you’re avoiding!  🙂

An End

So what can we learn from this? My big takeaway is to encourage you to go outside of your comfort zone—it’s not as far away as you may think.  It doesn’t have to require leaving everything and moving to another country.

Eventually by doing so, you will find yourself on the start of a journey on which you have set up a structure in your given context to reach your goal as an end. I hope this article was your trigger.


What is the halo effect in mobile marketing?

What is the halo effect ?

The halo effect is the principle of using paid traffic to generate additional organic traffic and get more free app installs. This effect only exists for mobile marketing in application stores. For desktop traffic, the Halo effect does not exist : paid online campaigns have no impact on organic traffic. Never.


Why is the halo effect possible in mobile marketing but not on desktop?

This Halo effect can not be used for desktop as people use Internet for many different reasons (searching for information, watching movies, reading blogs or buying clothes, etc.) whereas in App Store and in the Play Store, there is a unique goal: download applications.

App stores have to promote the best apps in order to keep on attracting new users. To do so, they use rankings: it helps to push good apps to the top of the stores and  bad apps further down.

Why has the halo effect been made possible in application stores?

It is mostly a side effect of having an algorithm based on rankings: top applications have better visibility and therefore more installs, which lead to higher rankings.

Perhaps unsurprisingly, the ranking algorithm doesn’t do new applications any favors. Applications just coming onto the market face two major issues:

  1. Being discovered among the myriad apps already in the stores is mission impossible. There are 1,200,000 iOS apps in the App Store and 1,500,000+ Android apps in the Google Play Store.
  2. Beating longstanding top-ranked apps can seem like fighting a losing battle.


To help new apps be discovered, stores came up with a solution: allow advertisers to pay and promote their apps on the stores to generate some traffic, and as halo effect, increase their rankings according to app installs generated.

How much extra downloads can we expect from the halo effect?

Being in a category’s top 10 can generate on average 30% more downloads (source Ad4screen).  This is why many companies that understood this recipe are often focused on their rankings. Few positions can lead to big impact in term of downloads.

Halo Effect