Starting an online business feels a little like standing at the top of a hill with a skateboard—full of possibility, momentum, and the exhilarating “this could actually work” energy. The creative spark is real. The ideas come fast. And the freedom you’ve been chasing suddenly feels within reach.

But today’s digital environment is also louder, more competitive, and more demanding than ever. Customers expect seamless experiences. Technology evolves monthly. And the strategies that worked last year may already feel outdated. In conversations I have with founders and business leaders across EMEA, one theme is always consistent: growth in the digital age requires clarity, adaptability, and systems that support your momentum—not ones that drain it.

Yet it’s exactly these foundational pieces that new entrepreneurs tend to overlook. Not intentionally—just because the early stage pulls you toward the shiny parts: branding, design, content. Those matter, but they’re not what stabilises a business long-term.

Here are the essential elements modern entrepreneurs need to get right from day one.

The digital marketplace has exploded in recent years, with the latest statistics revealing a staggering figure of over 30 million online businesses fighting for attention across the globe. This unprecedented growth has simultaneously intensified the battle for consumer engagement. In this hyper-competitive landscape, simply having an online presence is no longer enough. Brands are facing an uphill struggle to cut through the noise, capture the fleeting attention of online shoppers, and cultivate loyalty that translates into repeat purchases.

The challenge lies not just in attracting new customers but also in nurturing those relationships to foster a sense of connection and value. Today's consumers have a plethora of options at their fingertips. They demand more than just a product or service; they seek seamless experiences, personalised interactions, and brands that resonate with their values. This requires a strategic and multifaceted approach to online sales, moving beyond traditional marketing tactics and embracing innovative strategies that build trust and drive conversions.

The marketing world has been significantly transformed by the advent of artificial intelligence (AI). With AI's ability to streamline processes, enhance personalisation, and boost content quality, savvy marketers are leveraging its power to stay ahead of the curve. 

I use AI every day for various content marketing activities and I save at least double the time if not more thanks to Gen AI these days and especially ChatGPT that I am a huge fan of not just for content creation but also for research, ideas generation and advice. 

I recently came across a research by HubSpot called the "AI Trends for Marketers" and wanted to share its key learnings. The paper provides a comprehensive overview of how AI is reshaping marketing strategies and operations as well gives practical tips to help marketers leverage AI effectively.

Key AI Trends for Marketers

Last week, I had the pleasure of presenting at the Digital Marketing Transformation e-Conference on the topic of Disrupt or Be Disrupted. 

It's been a while since I've done some public speaking and even though it was all online due to COVID-19, I loved it. I realised how much I miss it and how energised I feel by the audience and by the opportunity to share what I know. 

I'm a firm believer that knowledge is to be spread and not kept. That's why I am always thrilled when an opportunity to present arises and I jump on it right away. 

In the spirit of sharing, I want to make the video of my talk available to you so if you're curious to hear about digital disruption in marketing and in business in general, take a look at my presentation below. 

I cover four areas, bringing my experience from HubSpot and Cisco: 

1. technological transformation 
2. digital disruption 
3. business models 
4. specific activities you can take

I hope you enjoy the video! 

Disrupt or Be Disrupted [Video]

2020 is here and I hope you are excited and ready for it. 

I also hope you've got your goals set up and if you work in marketing or PR, you have your work goals as well. 

But to achieve those professional goals, you'll have to be aware of what's going on in the industry and consider what might make your job easier or more difficult, what could be an opportunity or a thread. 

Threads especially must be considered early as these are risk factors that can ruin your efforts. 

So what should you expect in the world of content marketing in 2020? 

Quite a few exciting things. And some pretty logical focus areas. 

I've picked out three key trends that in my opinion are crucial and you can check out the other seven in a nice infographic below.

Content Marketing Focus Areas in 2020: