Meet R2i

Meet R2i: Lynn Morton, Strategy Director

What Inspires You About Digital?

Digital is an amplifier of human behaviors. It takes all these behaviors that humans have been doing for millennia and makes them visible to the marketer, allowing us to better understand what consumers want and what drives their desire to buy.

How Long Have You Worked at R2i? Who Are Some of Your Clients?

I’ve been at R2i a little over 7 years now, and my clients have ranged from Fortune 50 companies to start-ups, covering a wide range of industries such as enterprise tech, consumer electronics, healthcare, construction, non-profits, education, and CPG.

Tell Us About Your Professional Philosophy—Are There Any Core Tenets You Apply to The Projects You Work On?

There are a few for me:

  1. Strategy is not one-size-fits-all. Every client is unique, so every strategy/project I do for them should be custom.
  2. Results first. Flash and dazzle can be great, but they don’t mean anything if they aren’t helping drive results.
  3. Know my audience. Understand who they are, what they want, and what drives them to act.
  4. Don’t be afraid to fail. Your biggest learnings come from failure, because knowing what not to do helps you focus on what works.

Who Is Your Hero and Why?

I’ve always admired playwright Aphra rel="noopener noreferrer" Behn and poet Edna St. Vincent Millay. Both were fierce women who defied the conventions of their times, acting in ways that are standard fare in our times, but were revolutionary acts in their days.

Aphra was one of the first women to ever earn her living writing (after being a spy, no less). Edna was an openly queer woman writing poetry in the 1920s, and was the 3rd woman ever to win the Pulitzer Prize. Both women lived in ways that were unexpected for their time, and they found great success by believing in themselves.

If You Could Have A Dream Client, Who Would It Be?

There are certain brands I would love to work with because they rel="noopener noreferrer" have personal meaning to me as a consumer – Converse, Google, House of Ruth, to name a few.

But a dream client is really a partner in a common goal. They’re willing to take calculated risks, and ask smart questions to keep the account team thinking. Good client partners give us the freedom to try new things, and support us with good data from the business to make sure we’re on track. I’ve been blessed with several of these while working at R2i, and they make me a better marketer.

What rel="noopener noreferrer" Is A Recent Project That You Really Enjoyed Working On?

The account team for Milo Wifi has been having a blast.

After launching their site in August of 2017, we’ve worked hard to create an accessible and interesting brand for the product. rel="noopener noreferrer" Developing messaging, testing how it resonates with target audiences, and finding ways to optimize in real-time.

The team appreciates the opportunity to educate consumers in fun and interesting ways, while driving sales from pre-order through (and beyond) product launch. We’ve been testing and playing with various imagery, content types, and messaging to engage our audiences in social. In 2018, we’re taking a bigger focus on site content and thought leadership to really expand the reach and breadth of the brand.

Building from ground zero is always an interesting challenge to tackle. You learn a lot while in process, so adapting is key to make sure you’re learning from what you’ve done, and finding new ways to reach consumers.

What Piece of Advice Would You Give to Your Childhood Self?

Adapting is more important that getting it “right”. Marketing (and life) is about nuance, so there is about 100% chance you aren’t going to get everything right the first time out of the gate. How you respond and adapt to that is what separates the amateurs from the professionals.

What Are You Passionate About Outside of The Office?

Music. Specifically, live music. I go to shows whenever I can, at least a couple times a month, sometimes weekly depending on who’s playing and where they’re playing. In the last year I’ve seen well over 50 bands play up and down the east coast, as well as in Chicago. My favorite was probably a UK band called Slaves when they opened a Riot Fest after show in Chicago, or seeing a surf music festival right on the beach in Asbury Park, rel="noopener noreferrer" NJ.

What Is A Major Digital Marketing Trend That Companies Should Be Paying Attention To?

It’s a combination trend for me – rel="noopener noreferrer" Digital Transformation and how that impacts the Customer Experience. Digital transformation is a process that companies undertake to leverage digital technologies across its activities, processes, and competencies. And while this has a great impact on the business, it’s also important to look at the impact on the customer experience as well.

Companies have the opportunity during the digital transformation process to ask themselves some key questions:

  • How does digital improve my customer's experience and interaction with my brand?
  • Are we doing anything to make my customer’s life easier?
  • Are we empowering our customer’s decision making through technology changes?
  • Are any changes going to make our customer’s life harder or purchase process more difficult?

The process of digital transformation is a great time to do some real reflection on the business and how it interacts with customers. That is an opportunity all marketers should be grateful for.


Tim Cooke

About the author: R2integrated

R2insights is the place where marketing minds meet. We share fresh ideas, industry trends, resources, and best practices to help modern marketers solve their digital challenges. To pitch a topic as a guest contributor, reach out to us at marketing@r2integrated.com

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