Energy Series: In the Face of Energy Deregulation, Your Next Marketing Plan Could Be Your Last

 

Over the next twelve to eighteen months, US energy consumers will enjoy an exploding array of choices when it comes to bundled and a la carte services. As the landscape of energy providers and their product offerings diversify, consumers gain the flexibility to adjust their service plan and even to change their energy provider altogether, if they feel they are not getting the service they expect. There is time pressure, particularly for traditional energy suppliers who have, unlike their new competitors, typically invested little in agile marketing strategies. The energy company’s CMO has just one chance to execute an agile marketing strategy in advance of the coming upheaval in the market -- one chance to align the brand identity across all channels, create the ideal messaging for each segment of the target market, and cast a wide (but intelligent) net.

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Energy Series: Is it time to replace your CMO with a Chief Growth Officer?

 

Smart grids and domestic alternative energy production are changing the rules of engagement between energy customers and their suppliers. At the same time, deregulation and a new set of diverse domestic digital media service providers entering the market demand broader and more intelligent marketing strategies. These changes create instability in a market that has been stable for many years. It forces the suppliers, particularly the energy suppliers, to abandon business practices that have long been serving them and adopt a more flexible and agile growth model, an uncomfortable position, particularly for the larger organizations in the sector.

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Exploiting Interactive Marketing: Part 2

Overview

This three-part series explores various attempts to exploit interactive marketing techniques, defines interactive marketing, and investigates how this new marketing technique recognizes the customer’s role in the customer-company relationship. Part 1 can be found here.

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If proof scares away the seller, then what are they selling?

Don’t come to me with vanity metrics. I won’t listen to you. Whether you’re on my team and giving me a program update or a vendor trying to sell me something, I won’t be impressed by inflated metrics or data that doesn’t tell a story. And most CEO’s won’t settle for it, either.

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Mistakes that Sabotage Your Marketing Automation Strategy


Because marketing automation helps companies run complex campaigns with fewer resources, the software is growing in popularity. According to
MarTech, a marketing technology forum, more than 50% of companies currently use marketing automation. 70% of companies, they say, plan to institute it in the next 12 months.

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These are the questions your CEO is asking: Are you ready to answer them?

The role of the CMO is changing rapidly, but not always in alignment with consumer behavior shifts.

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Marketing Strategy Lessons from Digitally Mature Companies


After 7 years of marketing research, Adobe compiled their findings into their
Digital Marketing Survey, which turns a spotlight on companies that have achieved digital maturity.

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Less Eggnog and Other, More Important Holiday Marketing Lessons

We’re finally far enough away from the holiday season to take a good look back at what worked and to catch a glimpse of where we’ll go from here. And now we’re seeing retailers making big shifts for the new year, further illustrating the importance of going back to basics.

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Retail Dive Awards

 Every year, I look forward to the Retail Dive Awards. This year, Corinne Ruff put together some great categories that sparked a lot of water cooler talk among the Pluris team. While all the categories are discussion-worthy (you can see them here), a few really stood out.

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Build a Customer Roster Like You’re Playing Fantasy Football

According to the Fantasy Sports Trade Association (FSTA), 57.4 million people in the US and Canada played fantasy sports in 2015. Participation is skyrocketing, year-over-year. Fantasy football lets sports fans build super-powered team rosters by picking their favorite players or strategically combining players to win in their Fantasy Football leagues. 

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About this blog

At Pluris, we believe that we all can do a better, more efficient job at marketing to our most important customers. On this blog, we'll discuss how strategy, database management, offer optimization and analytics can help us all be better marketers. Sometimes, we may just talk about sports.

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