Tell us about your company and specifics on your product/service.
R2integrated (R2i) is a leading Internet marketing firm that produces products and provide services that enable clients to engage and effectively communicate with their customers in this complex age of peer-to-peer communications. R2i offers strategic services around social media, social network theory, and customer buying behavior in conjunction with the various technologies needed to reach the right audiences and drive revenue.

How many employees do you represent?
R2integrated represents approximately 70 employees.

Who are your clients/customers?
Start ups to companies such as Coke, Wyeth Pharmaceuticals, Microsoft, Forbes, Precision Tune, Ford, and Texas Instruments have trusted R2i to help meet their Internet marketing challenges.

What makes your organization unique?
We help marketers reach their customers in ever-changing, ever-evolving peer-to-peer networks, and help them to understand the changes and nuances in their customers’ buying behavior, which is the critical key to effective marketing. An exponential increase in online communities and networks, changes in customer buying behavior, and the introduction of new technologies, platforms, and complexities have redefined the marketing landscape. Pulling all of this together is where R2i excels.

Who would you say are your main competitors?
Our competition varies by the type of client and project. With some nationally-known brands we may compete with the likes of Razorfish, 360i, and other category leaders, while with regional clients or small-scale projects, any number of boutique firms may be in the mix. Sometimes, the competitor we face is really the hesitancy of the client to make their first substantial foray into social media, though we’ve seen this trend diminish substantially over the last two of years.

What sets you apart from your competitors?
Two things: We understand how to build, manage, and leverage the many digital marketing technologies needed to reach customers. We also understand the shifts in buying behavior caused by the introduction of these technologies. Many digital agencies boast major-league creative talents. Strategy is critical, and creative is important, but without the technology experience and resources to produce the supporting systems, online marketing programs fall short on execution. Sixty percent of our employees are developers and designers whose sole focus is solving the “marketing technology” problem. At R2i, we not only develop the Internet and social marketing behavior frameworks and campaigns, we also build, implement, and manage the infrastructure needed to make them deliver.

How have you strategically responded to the competition?
R2i has responded to the competition by focusing on two areas: First, we base all of our strategic and tactical planning for our clients around a detailed understanding of their customers’ behavior. Unlike many firms who want to capture the attention of clients by discussing specific tools, we understand that it’s buying behavior that must be defined and understood from the beginning. Second, we grow our organization with an eye towards technological excellence. Web marketing strategies need technology components to work, and what is often a weakness for many firms is our main strength.

What challenges do you anticipate in the industry/company?
Social marketing efforts that achieve both relevance and scalability across a large, broad audience need specific technologies to streamline and automate critical processes. Monitoring social traffic is important, but identifying trends and areas of opportunity—or concern—and controlling social workflow at the conversation layer of the program will be a key requirement. R2i has already developed technologies that will place us at the forefront of this industry challenge.

For more information, please visit R2integrated.

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