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

“Precision marketing demands measurement as much as it enables the delivery of relevant content through the optimal delivery channel,” continued Zoratti. “Utilities marketers have an audience ready, willing and eager for engagement, so long as it is relevant and speaks to service and solutions. They don't want wasted marketing messaging. They want engagement that they will repay with advocacy and positive word of mouth—and the continued belief that on-time payment of their bills is critical.”