Cross-border enterprises should pay attention to the following points when implementing internal marketing:
(1) Respect employees. Respect employees’ basic rights, work results and freedom of speech, and encourage employees to learn and improve. Brooks particularly emphasized this point in his book “Empathy Marketing”. Empathy with employees is the only way to achieve empathy with customers, and respect is the basis of empathy. Of course, the goal of empathy is not to be harmonious. Respecting employees must also adhere to the order of law, reason and emotion.
(2) Transparent and timely information. Transparent and timely information includes publicity and smooth communication. The goal is to synchronize all marketing-related information to all employees in a timely manner and understand the feedback of all employees on marketing work through communication. Internal publicity and communication are long-term and meticulous work. It is not to give employees a short-term boost, but to stimulate employees’ long-term internal motivation. Specific strategies include holding annual meetings, quarterly meetings, monthly meetings, weekly meetings, and even daily morning meetings on time, or communicating during afternoon tea time, as well as one-on-one conversations and even joint activities during non-working hours.
(3) Respect facts and speak with data. Internal marketing is reflected in specific matters. At this time, we must respect objective facts and try to speak with data. Cross-border e-commerce naturally has good data support. Daily operations should be based on data reports and analysis. Marketing planning and summary should also be based on data, and full attention should be paid to quantitative evaluation. For problems shown by the data, we should face them bravely.