After 10 Years RBM Has Changed, But the Philosophy Remains the Same
RBM was founded as a Search Engine Optimization (SEO) boutique in 2003. Although our capabilities have changed drastically in ten years, our philosophy has always been the same: Customer-centric experiences are key to building marketing success. But that can mean a lot of different things to a lot of different people.
At RBM we boil it down to four overarching pillars:
1. Believe in the Magic of Data:
Whether it’s search engine keywords, customer sentiment, email response rates, site load times or a focus group, you can never get enough data. The hard part is navigating all of this disconnected data in search of insights that tell us more about customer intent.
2. It’s Not Channel, It’s Content:
It’s not an SEO strategy, a social strategy or an email strategy. It’s an integrated content strategy that needs to be relevant, personalized and holistic in order to turn each impression into a lasting brand advocate. Without content as a common thread, your digital brand perception will feel disconnected at best.
3. If You’re Not Testing, You’re Not Winning:
RBM deploys a weekly agile marketing framework to release BETA campaigns against the current status quo – the result is a constant evolution of tactics that eventually comes together as a well-oiled machine. No matter what your specific approach is, the key is to have an objective way of making decisions and prioritizing initiatives so that you’re always moving the ball forward.
4. Marketing is Technology and Technology is Marketing:
In today’s world we are all marketing technologists. Building the right marketing technology platform to complement your marketing strategy means achieving greater scale, response time and integration across your business. Without this understanding, we inevitably hit the feared “optimization wall” in which it’s ludicrous to manually implement highly segmented customer experiences without marketing automation.
What does customer-centric marketing mean to you? Leave us a comment below.
