Explain what is meant by internal marketing and evaluate how it enables companies like Apple reach their goals. (hint: benefits of internal marketing)
Answers
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Explanation:
With an internal marketing strategy, employees are treated as “internal customers” who must be convinced of a company's vision and worth just as aggressively as “external customers.” The goal of internal marketing is to align every aspect of a company’s internal operations to ensure they are as capable as possible of providing value to customers. If a company can operate in a coordinated and standardized way, that company can provide a more consistent experience to their customers.
Internal marketing is based on the idea that customers’ attitudes toward a company are based on their entire experience with that company, and not just their experience with the company’s products. Any time a customer interacts with an employee, it affects their overall satisfaction. Everyone from a sales clerk to an over-the-phone tech support specialist helps to shape that customer's experience. Therefore, customer satisfaction is deeply dependent on the performance of a company's staff. (See also Call Center Marketing)
For example, Apple has a unique organizational culture that emphasizes innovation, creativity, and expertise. In order to promote this culture, they are highly selective when they recruit employees and extremely thorough when they train them. Apple realizes that the best way to promote the image of their brand is for every employee, particularly the ones who work with customers, to accurately represent that image. Anyone who has been to an Apple store knows that the employees are experts in the products they sell and are willing to answer an endless number of questions. They are smart, accessible, and knowledgeable, positively reflecting the company company as a whole.
Human resources professionals typically spearhead internal marketing campaigns. Since internal marketing focuses on leveraging the value of employees, strong communication between the company and the employees is crucial. Their primary responsibility will be to disseminate information about the company's goals and strategies, and to provide training and support to help employees achieve those goals.
Internal marketing, in its most basic form, is when a corporation "sells" itself to one of its most important groups of stakeholders: its employees.
- It frequently focuses on persuading employees to believe in the company's concept or mission, so increasing their level of engagement at work.
- Internal marketing may keep your staff informed and engaged in your firm.
- They're more likely to be enthusiastic about and dedicated to their work if their occupations have a purpose and they feel like they're a valuable member of your organization.
- Internal marketing can assist establish and strengthen your company's culture by allowing you to express your mission and values.
- Employee engagement can help to reinforce your company's culture, making it a more positive and pleasurable place to work.
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