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

While utility marketers are well versed in aggregating data and demonstrating a willingness to more effectively segment and target populations, they still struggle to measure and justify program investments. Of the 77 percent of marketers who conducted some form of green messaging campaign, only 29 percent failed to use any segmentation strategy to better target communications and 28 percent failed to measure the effectiveness of the campaign. Among those marketers who segmented their market by broad location based segments (zip code, etc) 50 percent deemed the program a success based on positive response or advocacy from customers.