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

However, among the marketers who took a more targeted approach, leveraging individual household usage and behaviors, 73 percent rated their campaign a success. Interestingly, those marketers who failed to segment or target communications almost unanimously agreed that their campaigns were not a success as 90 percent felt few customers actioned on the message, few were able to recall receiving the message or that there was no way to know as no measures were placed on the campaign.