In order to be productive, the vision of employees must be in sync with the company’s vision and goals. Internal marketing communication is an effort by the top management to win employees support in their marketing strategy which in turn results in greater employee effectiveness. Internal marketing is based on the philosophy that employees are the internal customers of an organization and hence, it is necessary to promote the firm, its policies, mission, vision, products and strategies to the employees of the firm. Employees and business partners are called internal customers because they interact within the organization in order to generate long term value to the company. In order to be effective, a firm must accurately segment the internal customers (employees) according to their own buying behaviour. Employees can be divided into three segments: supporters (who support the internal strategy), neutral ( who neither support, nor oppose the strategy) and opposers ( who outright refuse to or are against the strategy). Internal marketing communication aims to identify all the three segments of employees within an organization and then target all the three segments effectively in order to achieve a corporate culture comprising of empowered employees, equitable reward and recognition system and an overall good organizational structure that promotes learning, total quality management and business re-engineering. Internal marketing communication also plays a role in the three P’s of marketing strategy, push, pull and profile. The most important role played by internal communication is to decide upon which strategy to use for the company.
Ans. Internal marketing communication plays a key role in internal marketing by communicating internal information within all departments in order to achieve organizational objectives. It aims to achieve the following purposes in an organization: