R2integrated: An Integrated Approach to Digital Experience Marketing

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Michael Paige, CTO
In today’s modern world, ‘digital’ pervades several spheres of human life, from online shopping to banking, travel, and entertainment. With the emergence of newer avenues for digital experiences, the mode of interaction between consumers and business are also evolving rapidly. Digital interactions are, as a result, now being embedded in business processes, even in conventionally manual industries. And to ensure the digital interactions are successfully implemented, organizations need the right digital customer experience (CX) strategy in conjunction with technology, channels, and content to set it in motion. Enter R2integrated (R2i).

With an emphasis on connected customer experiences, R2i started its journey as a marriage between an independent tech firm and a creative agency; spinning originality and innovation. Today, R2i is creating state-of-the-art marketing solutions that accelerate its clients’ digital experience strategy. “We’re rooted in integrating technologies and creativity to connect decision-makers with dynamic networks of data, people, and ideas,” states Michael Paige, CTO of R2i.

Elaborating further, Paige notes that there was a time when ‘customer experience’ was defined by a combination of market segment data, customer purchasing histories, and buyer persona attributes. Nevertheless, in this new era of customer-centric digital business models, it takes more than that to build and nurture brand loyalty. The bar has been raised, and to remain competitive, companies need a comprehensive picture of the customer experience, which covers every angle of interaction to provide a panoramic view of the customers’ digital journey. To that end, R2i develops strategies around uniform views of the customer journey and sales funnel. From there, the company fine-tunes what it knows about its clients’ audience, describes how to engage customers through personalized messages, and then works through the mechanism of creating relevant experiences across channels. This approach expedites business outcomes and creates a meaningful connection between brands and their customers.

What makes R2i a cut above the rest is its extensive digital marketing expertise that enables them to derive the value from its clients’ existing technology and tools.
On that front, R2ieducates its clients about efficient ways of using their tools through modernizing processes, building empowered teams and adding incremental capabilities over time with key technology acquisitions. “It is about finding the value in what our clients already have and, in many cases, opening up latent capabilities by showing them how to activate and optimize,” asserts Paige. Another integral factor that differentiates R2i is that the company works with its customers to show them how they can interact with their customers effectively, without losing the context of who they are, and evolving as they interact. Since its inception, the company has scripted success for a variety of clients, from small to large enterprises, and they greatly appreciate this facet ofR2i to infuse best-in-class digital design at an enterprise scale.

At this juncture, Paige proudly recalls their successful engagement with Pentair, a global company that delivers sustainable water treatment solutions to residential and commercial customers around the world. Prior to R2i stepping into the picture, the client was operating with a wide range of product lines and subsidiaries, each with its own unique brand style, digital properties, and technology stacks. This fragmented business taxonomy was hurting Pentair’s organizational value. R2i helped Pentair re-imagine its digital presence for external and internal stakeholders by leveraging the Adobe Marketing Cloud. With a six-month timeframe for launching the site, R2i empowered the company to touch all major milestones with an agile methodology. This full lifecycle project began with deep analysis into user personas, card sorting sessions—as per information architecture(IA) methodology—analysis of critical goals and KPIs,along with authoring needs across internal marketing and sales teams. Through R2i’s strategic approach, Pentair actualized their critical business decisions and moved toward “One Pentair.” R2i’s UX and design teams crafted a new site experience focused on holistic solutions around improving the flow of water. New features were further engineered by R2i’s technology team to coincide with the new UX design. “We have unmatched expertise that allows us to create highly engaging experiences that focus on achieving measurable business results,” says Paige. And with such ability and a charismatic attitude, R2i is now all set to guide many other organizations through a similar transformative journey.

Company
R2integrated

Headquarters
Baltimore, MD

Management
Michael Paige, CTO

Description
With an emphasis on connected customer experiences, R2i started its journey as a marriage between an independent tech firm and a creative agency; spinning originality and innovation. Today, R2i is creating state-of-the-art marketing solutions that accelerate its clients’ digital experience strategy. R2i develops strategies around uniform views of the customer journey and sales funnel. From there, the company fine-tunes what it knows about its clients’ audience, determines how to engage customers through personalized messages, and then works through the mechanism of creating relevant experiences across channels. This approach expedites business outcomes and creates a meaningful connection between brands and their customers

R2integrated