R2integrated: Any Brand With Physical Stores Needs A Cross-Device Strategy
Today's buyer expects online and offline to be continuous, says the marketing agency's managing director, David Taub.
Paradoxically, as “omnichannel” has fallen out of favor as a buzzword, more and more retailers have become aware of the need to build a consistent experience across devices that bridges the online and offline worlds.
From ensuring that a physical location appears at the top of search results to retargeting buyers on the right device at the right time, R2integrated aims to use data to help brands build this experience — essentially, the goal is to deliver personalization on every level.
“[Our] integrations are about the complete customer experience,” says David Taub, managing director at R2integrated. “And the mobile ecosystem goes hand-in-hand with the whole digital ecosystem.”
GeoMarketing: In your words, R2integrated integrates “brand, demand, and technology.” How do you approach this?
David Taub: Our approach to integrating these three core pillars for our clients is through two Practice Groups: Marketing Cloud and Demand Generation. Within these Practice Groups, our strategists work to ensure that a holistic approach is applied to our customer engagements.
A platform that is built specifically in alignment with the demand gen and business goals of the client in mind allows for more relevant content targeting and delivery, more efficient campaign deployment, and more consistent brand stewardship across multi-channel campaigns. The integration of these three pillars also allows for deeper insights on customer behavior, content preferences, and paths to purchase so we have our analytics team to measure campaign effectiveness and ROI.
How does this apply specifically to helping brick-and-mortar businesses bridge the online and offline worlds?
We often work with clients that need guidance on navigating a complex marketing technology landscape in order to identify the cloud platforms that will best serve their long-term needs for managing the customer experience. Those same clients often rely on R2i to not only build out the technology but run the necessary campaigns and components of digital maturity, such as personalization, testing, and multi-channel marketing. We work with clients in a wide range of industries but healthcare, real estate, financial services, and utilities are among a core group trying to catch up with delivering the types of customer experiences that their B2C, CPG, and retail counterparts offer.
Any brand with an in-store channel that is relied upon for sales can benefit from building a cross-channel strategy. That’s because today’s buyer expects that their online and offline experiences will be consistent and continuous.
From ensuring the physical location is at the top of search results to retargeting the buyer with the right type of offer during their online navigations to using technology to match up post-sales content and new offers, the integration is more about the complete customer experience rather than the singular moment of an offline sale.
So retailers need to take an “omnichannel” approach to the customer journey?
The mobile ecosystem goes hand-in-hand with the digital ecosystem. It is one device and one channel on which customers conduct research, engage with content, and experience what a brand has to offer.
That said, it is also often one of the places where a first impression is made and can be the place where customers make a decision to abandon or engage. Mobile allows customers to be always-on and from that perspective, marketers are extremely challenged to be omni-present. For that reason, true omnichannel marketing is very hard to do.
Marketers are more likely to find better ROI when they focus on doing a few channels really well. We believe in using deep analytics and customer insights to understand which channels provide the most, and best, opportunity to engage with a target audience and develop strategies that are specific to the audience on those given channels.
You mentioned that it’s important for brands with a physical presence to make sure that their locations come up at the top of search results. How else does location play a role in engaging these audiences across devices?
Personalization is a big part of becoming more digitally mature and while there are many behavioral and contextual data points that add up to a singular customer profile, location data is one that can help deliver a more personalized experience.
Location and location data come into play often when we have clients that need to geo-target their audience, leverage or promote a physical location, or build out more detailed buyer profiles based on geo data. This data allows us to create geo-targeted offers and content and be more relevant in a given moment simply based on the customer’s location. [It’s] important to so many aspects of [truly knowing] an audience.