Estratégica smarter marketing

Estratégica smarter marketing, based in Mexico City, sells digital marketing as an ongoing partnership rather than a single project, and it explains that partnership through a walk.

A marketing route that gets adjusted on the way

The agency explains its approach through a comparison with hiking. A walker has partial information, some intuition and a chosen route, but new competitors, changes in the market and a new channel that matters to the audience can alter the path. The agency says its plans are therefore revised many times, and that it sees itself as a companion for the client along the way rather than an outside supplier that hands over a document and leaves. Its status as a Salesforce partner is also stated on its site.

Outbound and inbound messages across channels

The agency's marketing work covers outbound and inbound campaigns. It says communication should follow the media and channels that fit the consumer being targeted, and that each channel needs the right technology to do its job, whether that means highlighting a product, informing, differentiating or creating empathy. Storytelling is a central idea in its work. The agency also tracks behaviour so that a prospect can be accompanied along the route to purchase, with a good user experience at each step.

Websites, mobile apps and the purchase moment

Its web, mobile and app work focuses on the critical point when a consumer wants to talk to a brand, or to someone who can answer questions, before deciding to buy. The agency says the purchase should be completed by the most suitable means, whether it closes online or on the brand's premises. In practice that can mean supporting appointments, test drives, complete credit files or the formalising of a mortgage. The stages it describes are adapted to the characteristics of each industry and each client.

From first sale to a loyal customer

Once a prospect buys, the agency describes a second journey of onboarding, engagement and retention. The new customer is shown what the product can do, answered when questions come up and helped to anticipate the next step. The agency then runs strategies to keep and deepen the relationship, which it groups into acquisition, onboarding, advocacy and retention. Its performance marketing work plans acquisition and conversion around measured results, and it presents the whole process as one journey from first contact to repeat business.