Browse Definitions:
Definition

internal marketing

Contributor(s): Matthew Haughn

Internal marketing is the promotion of a company’s objectives, products and services to employees within the organization. The purpose is to increase employee engagement with the company’s goals and fostering brand advocacy.

Employees who are enthusiastic about their company and its offerings are likely to share that enthusiasm with their social networks. As a result, internal marketing can be an effective part of external branding and marketing efforts. However, internal marketing can only go so far since an employee’s attitude toward the organization is affected by every element of that individual’s experience working for the business. Keeping employees happy and engaged is important to external marketing efforts as well.

Common internal marketing efforts include:

  • Ensuring that all employees know that their contributions are essential to the company’s success.
  • Educating all employees about the company’s products and services.
  • Reinforcing the concept that customers are, when all is said and done, the source of employees’ salaries.
  • Providing adequate salaries and benefits, plus a pleasant work environment.
  • Encouraging employee input on corporate policies, management and operation – including criticism.
  • Acting on employee suggestions that have merit and publicly acknowledging the value of the input.
  • Confirming that the corporate mandate and objectives are clearly described and disseminated throughout the organization.
  • Providing opportunities for advancement, professional development and promotion.
  • Ensuring that the corporate culture is consistent with work-life balance.
  • Fostering communication and collaboration among employees through various methods from formalized settings and to casual areas for gathering, such as lounges.

Internal marketing operates on the idea that customer opinions of a company are based on their experiences with the business, not just with the products. By treating employees as “internal customers", internal marketing helps employees align with the company’s vision and operations. In turn, they provide their customers with a consistent and valuable experience. Internal marketing campaigns are often lead by a company’s human resources department, which is responsible for distributing information and providing training on the company’s objectives and strategies.

This was last updated in July 2017

Continue Reading About internal marketing

Start the conversation

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

  • internal audit (IA)

    An internal audit (IA) is an organizational initiative to monitor and analyze its own business operations in order to determine ...

  • pure risk (absolute risk)

    Pure risk, also called absolute risk, is a category of threat that is beyond human control and has only one possible outcome if ...

  • risk assessment

    Risk assessment is the identification of hazards that could negatively impact an organization's ability to conduct business.

SearchSecurity

  • computer exploit

    A computer exploit, or exploit, is an attack on a computer system, especially one that takes advantage of a particular ...

  • cyberwarfare

    Cyberwarfare is computer- or network-based conflict involving politically motivated attacks by a nation-state on another ...

  • insider threat

    Insider threat is a generic term for a threat to an organization's security or data that comes from within.

SearchHealthIT

SearchDisasterRecovery

  • business continuity and disaster recovery (BCDR)

    Business continuity and disaster recovery (BCDR) are closely related practices that describe an organization's preparation for ...

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • call tree

    A call tree -- sometimes referred to as a phone tree -- is a telecommunications chain for notifying specific individuals of an ...

SearchStorage

  • OpenStack Block Storage (Cinder)

    OpenStack Block Storage (Cinder) is open source software designed to create and manage a service that provides persistent data ...

  • SATA Express (SATAe)

    SATA Express (SATAe or Serial ATA Express) is a bus interface to connect storage devices to a computer motherboard, supporting ...

  • DIMM (dual in-line memory module)

    A DIMM (dual in-line memory module) is the standard memory card used in servers and PCs.

SearchSolidStateStorage

  • hybrid flash array

    A hybrid flash array is a solid-state storage system that contains a mix of flash memory drives and hard disk drives.

  • 3D XPoint

    3D XPoint is memory storage technology jointly developed by Intel and Micron Technology Inc.

  • RRAM or ReRAM (resistive RAM)

    RRAM or ReRAM (resistive random access memory) is a form of nonvolatile storage that operates by changing the resistance of a ...

SearchCloudStorage

  • Google Cloud Storage

    Google Cloud Storage is an enterprise public cloud storage platform that can house large unstructured data sets.

  • RESTful API

    A RESTful application program interface breaks down a transaction to create a series of small modules, each of which addresses an...

  • cloud storage infrastructure

    Cloud storage infrastructure is the hardware and software framework that supports the computing requirements of a private or ...

Close