5 steps to a digital strategy

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In his new book, author and marketing consultant Joe Kutchera shares a simple methodology for winning over users in online media.

“Marketing is dead” is the first sentence of the book É-XITO: ​​Your Digital Marketing Strategy in 5 Steps , written by columnist and digital consultant Joe Kutchera, in collaboration with Hilda García and Alfonso Fernández.


This statement was taken from an article published in 2012 on the Harvard Business Review blog. And although it sounds like an epitaph, it is rather an allusion to the fact that traditional marketing - that based on promotional and unidirectional messages (from companies or marketing agencies to consumers) - has to evolve, mainly because of the power that the Internet and social networks give to the voice of the audience.

In this book, the authors explain why being present on social media channels is not a recommendation, but practically an obligation for any SME owner who wants to remain relevant in the dynamic and competitive market. The numbers support this idea: Mexico ranks third in the world in terms of social media use. And the trend is on the rise.

However, Kutchera says that although it is not rocket science, the problem is that many entrepreneurs jump into the fray without adequate preparation. Quoting É-XITO: ​​“(Companies) skip the essential steps of listening and planning, and jump ahead to tactics without putting themselves in the user’s shoes.” This, he says, leads to mistakes that can be very costly and even affect the brand’s reputation in the long term.

And the changes in the environment and the permeation of the Internet in chile phone number practically all areas of our lives have produced exactly what is stated in the first chapter: “(old) marketing is dead.” Therefore, they state that it is necessary to develop a new model where seven P’s are considered , instead of the four typically applied to marketing: Price, Place, Promotion and Product, plus People (customers and brand opinion leaders), Personality (the feeling that the brand communicates on social networks) and Platform.

In defining this new model, Kutchera and his co-authors propose a simple five-step outline, which stems from the acronym of the letters É-XITO: ​​'E' , listen to your audience and observe what they say about you, your company and your competitors; 'X' , experiment as a user through profiles, that is, using characters that represent the characteristics of your audience; 'I' , integrate your communication channels (on and off line) to provide the same brand image and experience; 'T' , transform your audience into communities and identify the best way to communicate with them; 'O' , optimize and measure your results.

In É-XITO, readers will be able to learn about and understand this methodology in depth through marketing advice and case studies from large companies such as Banamex with its Transfer product and 3M with its original artistic post-it campaign, from startups such as S.com.mx and Guik, and from musical groups such as Radiohead and Zoé, among others. And most importantly, you will be able to apply it to your business to create your own strategy and succeed in these media.