CMO Council Study Finds Marketing by Utilities Must be Relevant, Targeted

PALO ALTO, CA—May 24, 2011—A new study by the Chief Marketing Officer (CMO) Council has found that utility marketers must turn an eye towards relevant, targeted content delivery and improved segmentation and targeting measures to improve outcomes, maximize profitability and effectiveness.

According to the findings of the “What’s Critical in the Utility Vertical” survey, consumers are making active decisions about bill payment priority, necessitating a shift in how utility marketers activate loyal consumers who would never consider making late payments or skipping them altogether. Nearly one in four consumers admitted that they have had to delay payment of bills, largely because funds were not available. An almost equal number indicate that their power bill is among their highest expenses alongside of their rent/mortgage, credit card and transportation costs.