The Mighty Engine
The Mighty Engine is more than an effective CRM strategy. It integrates core assets to deliver greater impact for your brands. Web sites, CRM programs, and Consumer Interaction Platforms are coordinated to share traffic and content. Meanwhile, consumer databases that may have been used only for promotional purposes are multi-purposed to support market research, word-of-mouth marketing, and even idea-generation for new products. The benefits are many:
- Consumers start providing value in three ways:
- They buy more -- not just of one product, but across the portfolio.
- Some are qualified as Brand Advocates for word-of-mouth marketing.
- Others provide research-quality learning.
- Web sites and promotional programs reach larger audiences with greater impact.
- Investments in content become more efficient as the consumer audience grows.
- Interactive tools are leveraged across multiple programs reducing costs and simplifying data integration.
Are there organizational, technical, and budgetary barriers to building a Mighty Engine? Sure. The good news is that MarketLab is experienced in dealing with the challenges presented by major pharmaceutical and consumer packaged goods organizations. We know how to move incrementally, maximizing benefits while keeping sight of the goal.