Growing up, our family went to Thanksgiving dinners that had two tables: the adult table and the kids table. As a kid, I couldn’t wait to sit at the adult table, but as an adult, I consistently tried to talk my way back to the kid table.
My Thanksgiving table seemed more like this classic SNL skit:
Where does the Internal Communications group sit in your company? I think they need to have a seat at the big kids strategic marketing campaign table.
In Michael Brenner’s, “10 Digital Marketing Trends You Need to Know for 2020” article, he writes the top two trends for 2020 are:
- Customer Experience
- Employee Engagement
The focus is no longer convincing someone they need to buy your product, the priority should be Customer Experience (CX). Is your company “providing fantastic customer experiences that will keep people coming back for more?” A key component to CX are your company’s employees. Are they knowledgeable about the product? Do they know what campaign is out in the market? Are the employees prepared to talk about the product, the current sale and provide a positive experience for the customers?
How does your company engage employees and prepare them to help deliver outstanding CX? I think you need to have strong internal communications and allow your employees to be involved. When Netflix was still competing with Blockbuster, they leveraged their employees to learn more about their DVD mail service. Employees were also rewarded for solving complex engineering issues that directly affected customer experiences. The employees (through internal communications) had a seat at the adult table.
A company’s best ROI is turning employees into advocates. If you are in a medium sized company (30,000 employees) and those employees interact with 6 people a day outside of the company walls, then you just created 180,000 impressions. How much would you pay Google to have 180,000 impressions per day and over a million impressions per week? What is that CPM (cost per 1,000 impressions) worth to your company?
Does your company’s internal communications team have a seat at the marketing table? I think they should.
- Netflix case study: Walker, Russell; Jeffery, Mark. (2010), Netflix Leading with Data: The Emergence of Data-Driven Video, Kellogg School of Management, Northwestern University.
- Data image source: https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf
- “How to Create a Powerful Customer Experience Strategy.” Marketing Insider Group, 30 July 2019, marketinginsidergroup.com/content-marketing/how-to-create-a-powerful-customer-experience-strategy/.