Marketing agencies and internal marketing teams are key stakeholders in an intranet project, utilising it for both an internal communications facilitator and a place for productivity. Our digital workplace software provides marketing teams with the tools for improving staff communication, increasing brand awareness, and aligning external and internal marketing strategies.
Marketing are responsible for the aesthetics of the brand as it is expressed internally and externally. They will position the branding of the intranet so that it compliments the external brand. Employees will spend significant time on the intranet and the brand there is normally softer than as implemented on an external site where it has just a few moments to make the required impact.
They will also use Information management, version control, Digital Asset Management and Image Gallery to control the assets for the company brand in all of their various formats and file sizes.
Ìnternal Communications is a core responsibility of marketing and they will leverage news channels, blogging, announcements, notifications and social collaboration tools to ensure their need for internal communication is fully realised.
They will be involved in the intranet team decisions on how two-way and interactive they want the system to be, in what areas the company welcomes feedback, comments and liking of information, and conversely in what areas this is not appropriate.
Modern Intranet platforms are full of tools that really engage with staff - from social features to feedback, general processes and of course what now seem to be relatively old fashioned tools like surveys and forums.
Engagement is often one of the key KPIs on evaluating the success of the intranet, and marketing have key expertise to help with ensuring engagement is high.
As a department marketing will accumulate a store of information through surveys, databases ( sales contacts etc ) conferences, peer work, competitive analysis and Internal analysis.
They will present their department to the rest of the company using departmental pages and menu systems, meet the team functionality and leverage the Information management side of the system ( Particularly Document management and Knowledge Base ) to manage their own resources.
They also often implement business processes for information that requires approval - such as the use of brand information externally and the supply of corporate gifts.