Jaina Baumgartner, Director of Digital Solutions
Emotional engagement is an important ingredient in the recipe for marketing success—and in today’s increasingly digital-first world, it’s imperative that companies focus on customer experience over the number of transactions. As most purchasing decisions are based on creating a deep emotional connection with the customer, it becomes crucial for businesses to exhibit exceptional levels of empathy in order to truly understand a customer’s wants, needs, and grievances. Thus, marketing organizations find themselves in an unprecedented position to drive empathy as a brand differentiator.
At this crossroads, RDA, an award-winning digital consultancy, creates a world of difference to a stereotypically automation-dominated marketing solutions market. The Maryland-based company supports businesses in cultivating empathy in their teams to help them connect with clients in a more meaningful way, understanding their needs and challenges. To enhance productivity and help clients achieve a positive brand image, RDA focuses on four critical aspects within its digital marketing offering—research, strategy, execution, and optimization for continual improvement. The company begins the client engagement process by understanding and analyzing consumers’ buying behavior to design the right digital marketing strategy for positioning its clients’ brand online. With the help of its dedicated, in-house, and results-driven digital marketing and sales experts, RDA researches, evaluates and strategizes in real-time to develop customized digital marketing and sales programs. “We put together the right mix of strategies, tools, and programs to yield positive, measurable results for the clients,” explains Jaina Baumgartner, the Director of Digital Solutions at RDA.
Enterprises can create engaging and impactful experiences for their end-users by identifying the powerful yet straightforward capabilities that can personalize or fine-tune marketing automation in line with the business agenda.
With the vision and purpose to help such enterprises, RDA provides DXP implementation, consultation, and managed services, as well. In an instance, one of RDA’s clients—a global AM100 law firm—had a standard website that lacked a proactive and engaging identity. “We wanted to personalize our clients’ digital experience, but didn’t have the expertise to make it happen in-house. RDA helped us create and implement a personalization experience that produces results,” states the client.
RDA began its standard onboarding process to understand buyers’ interaction with the brand. Moreover, the client’s firm required a unique outlook to differentiate itself from competitors. Additionally, the law firm aimed to offer content and solutions tailored to each visitor’s complex legal needs. Partnered with more than 1,300 lawyers across the globe and dozens of practices, this kind of personalization was only possible with AI and machine-learning capabilities. Thanks to RDA’s tireless efforts, the law firm’s homepage is now dynamic, highlighting their wide range of services and expertise tailored to practices, industries, and markets while meeting each website visitor’s specific needs. Not only does this make the customer’s experience more relevant and targeted from the very first touchpoint, but it also serves as an accurate reflection of the client’s reputation, credibility, and quality of service.
“We put together the right mix of strategies, tools, and programs to yield positive, measurable results for the clients,” explains Jaina Baumgartner, the Director of Digital Solutions at RDA.
More importantly, technical expertise combined with an empathetic approach towards clients is what truly sets RDA apart in the marketplace. RDA takes things a notch higher by offering exceptional customer service, helping businesses organize their marketing strategy from a consultancy standpoint. “Empathy is a huge cornerstone of our work. The power of putting yourself in the shoes of your customers and being able to see the world through their eyes helps you understand your customers as humans, not data points,” remarks Jaina.
In the long term, the goal for RDA is to be synonymous with MarTech and, more notably, the Personalization stack platform. “As many marketing teams evaluate Headless Digital Experience Platforms, scaling personalization will become even more important. We, at RDA, are a diverse global company with people from different backgrounds and experience working together passionately to build the next-generation of personalized experience across MarTech stacks,” concludes Jaina.