Marketing insights for growing businesses
Practical guides on online marketing, Shopify, AI tools and performance marketing, written by Frederiek Pascal.
Articles
AI consultancy for SMEs: from advice to working systems
AI consultancy for SMEs shouldn't stop at a report. See how I implement AI into working systems, founder-led and tailored to your business.
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What does a website cost? From build price to total cost
What does a website cost? There is no fixed price: the cost depends on scope, platform and the total cost over three years
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Astro or WordPress? Why the choice for new SME websites is shifting
WordPress was the default for SME websites for years. Discover why building an Astro website is the smartest choice for your site
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Claude Skills explained: what they are and how to install them
Claude Skills are instruction packages that make Claude consistently better at specific tasks. What they are, how to install them and which ones you need.
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Claude Desktop explained: the three modes most users don't know
Claude Desktop is more than a chatbox. Discover the three modes of Claude and what they can mean for your productivity and business.
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Email marketing automation for e-commerce: flows that sell while you sleep
Automated email flows deliver 18x more revenue per recipient than campaigns. Discover which flows your Shopify webshop must have.
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The superpowers of ChatGPT, Claude, Gemini and Perplexity in 2026: which do you use for what?
ChatGPT, Claude, Gemini or Perplexity? Every AI tool has a superpower. Discover which to use for what and how to combine them smartly in 2026.
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Beyond ChatGPT: discover the best unknown AI tools per task
Everyone knows ChatGPT. But do you know Napkin, Recraft or Gumloop? Discover the best unknown AI tools per task in 2026. No hype, directly usable.
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WhatsApp marketing for Shopify: the complete strategy for webshops in 2026
WhatsApp converts 7x better than email. Discover how Belgian Shopify webshops use WhatsApp marketing to grow their revenue in 2026.
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Agentic commerce: how to make your webshop findable for AI agents
Agentic commerce is live. Discover how your Shopify webshop becomes findable for ChatGPT, Perplexity and Google. Practical checklist for Belgian SMEs.
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JSON-LD for SEO: the guide to structured data
Use JSON-LD for SEO to increase your visibility. Optimise your structured data so AI models and search engines correctly understand your content.
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Gemini 3 Pro vs ChatGPT 5.2 vs Claude Sonnet 4.5 vs Perplexity: the definitive choice for 2026
Compare Gemini 3 Pro with ChatGPT and Claude. Discover which AI model is most efficient for your marketing tasks and technical integrations.
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