Internal Marketing

Updated on April 17, 2024
Article byGayatri Ailani
Reviewed byDheeraj Vaidya, CFA, FRM

What Is Internal Marketing?

Internal marketing refers to the marketing conducted by a company in which the target audience is the company’s employees. Its purpose is to improve employee experience and increase employee faithfulness and engagement to develop a successful business.

Internal Marketing

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It’s not a one-time event but a continuous process focusing on employee satisfaction, encouragement, and marketing the culture, brand, and products to the internal stakeholders like employees of the company to turn them into brand advocates. Its proper execution contributes to the company’s long-term success by strengthening the connection between the employees and the company. 

Key Takeaways

  • Internal marketing is a marketing approach in which a corporation views its employees as its clients.
  • The primary goal is to link employees and the company by connecting them with its vision and making them feel valued.
  • It focuses on enhancing employee engagement and turning them into brand advocates.
  • External marketing is different from it because the target audience in external marketing is the customers.

Internal Marketing Explained

Internal marketing is a marketing strategy under which the employees are considered the organization’s customers and are trained to build internal competencies for the external growth of the business. Furthermore, internal marketing campaigns are frequently led by an organization’s HR or marketing department, which is in charge of disseminating training and information on the vision and strategy of the organization.

Companies, through internal marketing, focus on building meaningful relationships and bringing culture to work life through actions. For this, employee participation is an essential element. When employees experience a feeling of belonging in the organization, they become deeply engaged. They work together to attain professional and organizational goals in the organization. 

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There are various strategies to promote internal marketing, which are mentioned below as follows: 

  • Brand Awareness: A crucial part of an internal marketing plan should be assisting employees in comprehending the background and objective of the business. Additionally, it’s a vital step in creating a healthy workplace atmosphere. It increases the awareness among the employees, and they help engage with the brand if they are given a sense of belonging.
  • Communication Apps: One of the most fundamental uses for communication apps is employee communication. Internal marketing can use these apps to disseminate brand information or company updates to keep everyone on board with overarching business goals. For example, apps like Slack can provide effective methods to gauge participation. 
  • Team Bonding Activities: A fun method for workers to get to know one another in a calm atmosphere is essential. Examples include team outings the organization coordinates. 
  • Employee Appreciation Programs: An effective internal marketing campaign can be built on a solid employee appreciation program. It is especially applicable to companies with fewer employees and smaller staff sizes. Team members benefit from recognition by understanding that management is aware of and values their efforts. 


Factors influencing internal marketing are the following: 

  • The corporate vision significantly impacts the internal marketing culture. Through the prism of values, the vision articulates the company’s purpose. When effectively communicated, the vision and its guiding principles provide employees with a conceptual framework for determining the most effective customer interactions for attaining the company’s goals. Additionally, it offers guidelines that employees can employ to comprehend the wide range of options.
  • The availability of resources can have a significant impact on how effectively the internal marketing programs perform. Even the best sources available for educating about the vision and values of the organization would be ineffective if the available resources cannot convey appropriately at the appropriate time.
  • The internal marketing environment of the company may be impacted by the level of communication there. Different departments might easily create autonomous agendas that prevent open communication if the company permits them to work in isolation. The dissemination of identical knowledge, information, and ideas, presented similarly throughout the entire organization, is necessary for internal marketing.


Some of the internal marketing types are as follows: 

  • Product Marketing: Employees can better understand their products by taking advantage of product learning and training lessons. Employees with a solid understanding of the product’s value may interact with customers more effectively and help the company gain maximum sales.
  • Employee Branding: Positioning the company as the best workplace among existing and potential employees are known as employer branding. It entails explaining to the employees why their work is valued and the principles they instill in their lives. Employee retention and recruiting new talent are two of employer branding’s primary advantages. In addition, people who are happy at work are more likely to recommend the organization to other candidates.
  • Branding: A genuine company conveys its message openly and consistently. Although it is not difficult to be accurate, it requires a lot of work. The business must invest in fostering an open workplace atmosphere, advancing sustainable ideals, and creating top-notch products.
  • Internal Communication: It ensures everyone is on board with the company’s objectives and goals. Additionally, it serves as a conduit between top-level managers and employees. Open communication can boost a company’s financial performance by increasing productivity and employee participation.


Let us look at internal marketing examples to understand the concept better: 

Example #1

By employing a ten-point culture manifesto that promotes optimism and open communication, XYZ corporation has successfully converted its team into endorsers. Employees claim that they have encountered an enriching work culture.

Example #2

Every month, company ABC feature a different staff member on their blog and social media channels. The purpose is to show off everyone’s individuality and the more human aspect of their business. In addition, each employee offers unique personal experiences and passions to the workplace, which enhance its culture and overall performance.

Advantages And Disadvantages

The advantages of internal marketing are as follows: 

  • First, it enhances enterprise growth by developing a strong sense of community and commitment.
  • Internal marketing activities can be easily included in everyday office operations. As a result, its impact will last a long time. 
  • It helps boost employee recommendations, engagement, and the likelihood that employees will stay longer in the company rather than switch to another workplace.
  • Employees can be prepared to handle interactions with customers with the help of training programs and manuals. 
  • Internal marketing campaigns will be more beneficial since it helps employees interact positively and cordially with customers and reach out to them effectively.
  • It equips workers with the appropriate mindset, information, communication abilities, and power to handle day-to-day operations.
  • The reward programs, as well as thought leadership, boost the morale of employees and healthy competition.

The disadvantages of internal marketing are as follows:

  • It may be a time taking familiarization process since people come from diverse backgrounds as well as professional fields. Sometimes adapting to a different culture and workplace environment won’t be easy. 
  • Lack of specialization is the biggest challenge. For example, some larger businesses have separate R&D divisions, and despite having excellent project management abilities, the employees might not have the specialized knowledge and experience needed for the research.

Internal Marketing vs External Marketing

Let us look at the difference between internal and external marketing:

Internal MarketingExternal Marketing
Concentrates on retaining the workforce and acquiring new talents in the market for their workplaceConcentrates on acquiring new customers for their business
Targets or audience are the employees – Marketing in front of the employees of the companyTargets or audience are the general public -Marketing for the potential customers who are ready to buy finished goods and services from the company
Includes employee appreciation programs, town hall meetings, and communication apps to familiarize and promote good employee cultureIncludes social marketing for customers, including discounts, loyalty programs, new product launches, social media posts, advertisements, etc. 

Frequently Asked Questions (FAQs)

Why is internal marketing important?

A corporation must have a solid culture that gives employees a sense of connectedness, embodies the organization’sfundamentaly principles, and clarifies how the functions are designed. In addition, a corporation may attract and keep top personnel by showcasing asolidg corporate culture, generating goodwill and interest among the general public.

What is internal vs. interactive marketing?

Internal marketing is done when a company interacts with the employees to serve the customers better. In contrast, interactive marketing occurs when customers interact directly with the business.

What are the components of an internal marketing plan?

The following arecriticaly components of internal marketing:
1. A well-defined plan with objectives in mind 
2. Internal communication 
3. Induction programs 
4. Providing information on the company’s goods and services 
5. Nurturing confidence and open communication 
6. A positive working environment 
7. Chances for professional development 
8. Cross-departmental cooperation and teamwork

This article has been a guide to what is Internal Marketing & its meaning. We explain its strategies, types, advantages & disadvantages, & compare it with external marketing. You may also find some useful articles here –

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