Strategy

Traditionally, marketing activities have been relatively ‘fixed.’ Brand experiences were created through a sequence of single exposures and marketing messages in a specific time and place. Today, brand experiences now travel along different pathways, create a series of interactions with your target audience, and are consumed through a myriad of customer filters and media formats. As brands and consumers continue to shift and exist online, we believe that marketers have to rethink traditional marketing plans with digital as an afterthought and consider a digitally led marketing strategy. In this new world, RBM plays a very specific role: we serve as the strategic catalyst with three primary functions:

1) Setting the Course: We start by understanding your unique operating environment, unique marketing challenges, organizational goals, and existing brand health. With a deep understanding of where a brand is now and where it wants to go, we can begin to craft a digitally led strategy that will get it there.

2) Empower the Archetypes: We internalize the ‘who,’ ‘where,’ and ‘why’ of the target customers. We then view these target customers through the lens of specific digital archetypes. With an understanding of the digital actions and behaviors inherent in each of the digital archetypes, we can empower your customers and influencers to become the most powerful media channel, themselves.

3) Transmedia Story and Activation Plan: This is where the rubber meets the road. We define the channels and tactics that are best suited to not only deliver messaging that is critical along the consumer pathways, but also are aligned with the preferences of the target archetypes. The activation plan lays out the discreet tactics used to drive engagement with our customers and potential customers.

In a dynamic marketing environment, it’s rare that planned efforts will stay on their original course. With continuous measurement and optimization powered by our suite of proprietary and syndicated technology solutions, RBM has the unique ability to pivot and re-route the program onto new pathways that can lead to the destination with both efficiency of effort and high return on objective.