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

Utility marketers, the report reveals, have a significant opportunity to impact solution adoption and even purchasing decisions through the delivery of relevant, targeted communications. An impressive 40 percent of customers indicated that they purchased the products recommended to them by their utility companies. And, among consumers who recalled receiving communications from their utility companies, 73 percent took action based on messages offering specific offers, tips or solutions compared to 67 percent of consumers who were compelled to respond or react to general messages around green practices.