Shapo Magazine: field stories on digital marketing
Shapo Magazine.
What business owners are talking about
Thursday, 12 November 2026
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ExclusiveA digital war room in a shelter: when the north was left alone, Kiryat Shmona's youth kept working
During the war, a dedicated shelter became a war room that provided digital services to businesses. It was staffed by young people from Kiryat Shmona and the area who chose to stay.
Michel ZvigiRead the full story →
IndustryFrom screen to show floor: how a factory's brand language left digital and built a booth
Shapo Digital planned and designed an exhibition booth for ZDF Plastic Services at SUBCON ISRAEL, the annual engineering and manufacturing show in Israel.
Michel ZvigiRead the full story →
MeasurementWhat does a customer cost? Start with what you know
Customer acquisition cost compares the expenses a business chooses to include with new paying customers. Organize the data before deciding what to change.
Michel ZvigiRead the full story →
WebsitesCustom code or a site builder? Start with the job
There is no single fit for everyone. Site structure, operations, integrations and the team maintaining it determine the right platform.
Michel ZvigiRead the full story →
MeasurementMarketing data: what to measure before moving budget
Useful measurement starts with one business question, a clear data source and consent. Build a practical picture without drowning in dashboards.
Michel ZvigiRead the full story →
VideoBusiness video starts with a question, not a camera
Planning a shoot around the message, location and desired action creates footage for a website and social channels.
Michel ZvigiRead the full story →
TeachingConnecting digital marketing study with real work
Good instruction connects concepts, tools and workflow to practice without pretending one formula fits every business.
Michel ZvigiRead the full story →
BusinessA northern business serving the country: make the offer clear
The business location is one detail. A site should explain who the service is for, how it is delivered and how to start a conversation.
Michel ZvigiRead the full story →ExclusiveUnder fire: how northern businesses opened in the center, and stayed
When the north emptied out, their customers were left behind. Shapo Digital didn't wait for a ceasefire: it moved their marketing to central Israel, and they grew from there.
Michel ZvigiRead the full story →
OpinionAn owner wakes up. What he cares about is his kids' chocolate sandwich, not likes
You can't spread likes and views on bread. The owner wants to know one thing: that his business feeds his home. That's how marketing should be measured.
Michel ZvigiRead the full story →
TechShapo is building tech that finds customers in real time, with AI agents
Beyond campaigns and content, Shapo is building its own IP: a system of AI agents that spots opportunities and potential customers for the agency's clients.
Michel ZvigiRead the full story →
Hospitality"I tripled my inquiries, if not quadrupled them"
David Katzman, who owns three hotels in Netanya, was skeptical. Today, in his words, all three of his hotels are full.
Michel ZvigiRead the full story →
People"I was a business owner before I was a digital guy"
Before Shapo, Michel Zvigi stood behind the chair serving customers every day. From there he brought what the industry lacks most: how an owner feels when the diary is empty.
Michel ZvigiRead the full story →
ManufacturingA factory selling to businesses needs a site that talks like an engineer
A corporate site, campaigns and video for an injection-molding plant, built for a business buyer looking for a reliable supplier.
Michel ZvigiRead the full story →
VideoOne shoot day. A month of content.
We arrive in the morning and leave at noon with a month of material: the product, the people, the owner, and moments you can't stage.
Michel ZvigiRead the full story →
Real estateOne message for employers: we take the load off you
A campaign video for workforce housing that speaks to the one who pays: the employer.
Michel ZvigiRead the full story →
PartnershipsBringing women into digital
Bank Hapoalim funded a Yasmin association project bringing women into digital and business. Michel Zvigi and the Colleague ad agency led the project together.
Michel ZvigiRead the full story →
Campaigns₪300, 80K views and the city's largest faction
A brand-new list, a city back from evacuation and a ₪300 ad budget. How the campaign made Kol HaToshavim the largest faction on Kiryat Shmona's council.
Michel ZvigiRead the full story →
PeopleMichel Zvigi: "Don't count likes. Count customers."
He shows up at the business, shoots, builds, advertises and measures every shekel. He also lectures, supports colleges and courses in the field, and teaches business owners to do the same.
Michel ZvigiRead the full story →Got a business?
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