SEO agency CEO details his strategy and takes stock of digital marketing trends. On the menu: AI in moderation and UGC as the future of social advertising.
JDN extension. You carefully analyze the use of artificial intelligence in web publishing. How come ?
Andrew Well said. The general public discovers the potential ofartificial intelligence for editorial staff with OpenAI and ChatGPT-3, a tool that is actually starting to give very interesting results. Many people, however, will rush to these new technologies to auto-generate their web content. But without moderate use of these tools, these people are at great risk. The reason is that thegoogle algorithm it is fine enough to tell the difference between content produced by a human and an article made by artificial intelligence. Sites that have abused artificial intelligence could be penalized by Google. It must therefore be used wisely, reworking the contents with true writers and originality.
What other strong trend is shaking digital marketing at the start of the year?
We live in an age where attention span has declined dramatically on social media. The only way for brands to really increase their chances of grabbing the attention of users, especially Gen Z, is to use UGC (user generated content). These are contents created by micro-influencers who are certainly creative but who share almost spontaneity, naturalness and closeness to people. Users are tired of big influencers.
“Users are tired of big influencers”
In 2015 Eskimoz recorded a turnover of 150,000 euros; in 2022, 20 million, with the equity acquisition of two European companies. How do you explain this development?
I launched Eskimoz in 2010. I was 22 at the time and had just finished school. I have invested 2,000 euros in this company and have never put in an extra euro. My company is living proof that it is possible to develop without having to resort to investment funds. Profitable since 2015, with 150 employees, we support almost 500 customers, including around 350 in France (including Franprix, Bouygues Immobilier and Crédit Agricole, editor’s note.). What explains this performance I think, other than the quality of the service provided, is simply our ability to retain both our employees and our customers. For a consulting firm, this employee longevity is essential – it is what allows it to build a long-term relationship with its clients. This is also why we decided to launch an SEO school. Another factor that favors our development is undoubtedly our international openness. In the end, we would like to be the first unicorn The French never raised any funds.
Multiply the openings and acquisitions of offices in Europe. Is this geographical diversification accompanied by a diversification of your profession?
We opened an office in Madrid in 2020 and acquired the Italian company Sembox and the English agency Digital Uncut in 2022. This year we are about to acquire a very important company in Germany: if this operation is done, we will change size. In France we are present in Paris and Lyon and probably soon in Bordeaux. This geographical expansion does not imply a diversification of our business, which had already evolved. Our historical activity and main source of income remains SEO consultancy so that our clients can rank first on Google. But we also opened three other service hubs: content marketing production, paid hub (Google Ads and social) and the data and tracking unit for measuring campaign performance. These new centers act as engines of growth. All of these operations are expected to generate revenue at equivalent levels fairly quickly.
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