Outsmarting Smart Homes: Part 3

Our CEO Michael Caccavale and I have been talking a lot about a recent eMarketer report on smart homes, entitled “The End of Interruptive Marketing as We Know It.” In a three-part blog series, we’ve discussed the emergence of smart homes and what it all means for marketers. And while marketers’ roles are clearly evolving in this space, the question remains: which industries stand to gain the most from the growth of smart homes?

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From IoT to IoE: Keeping Up

It’s no secret that technology continues to outpace even the nimblest marketing plans. So how do we outsmart smart homes and stay relevant to consumers? I sat with our CEO Michael Caccavale to discuss.

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Retail Energy and the Rise of Deregulation

Gary Satterfield and I go way back. We met while I was working on a marketing research project for Gary twenty years ago at a utility. And he’s since gone on to become an expert in the retail energy space and was kind enough to sit down with me and my team to talk shop. The topic of deregulation, removing restrictions in a particular industry, ran a thread through much of our conversation. This has implications for consumers – and therefore, marketers.

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Coffee Talk: If you have customer data, stop mass marketing.

As marketers – and as consumers – connecting the dots between previous and future behavior is the key to appreciating a good offer when we see one. And today, that’s not as simple as recommending a fun pair of boots after I bought designer jeans. With our offices, mobile devices, and homes all connected and talking to each other, being on time and on message is increasingly complicated. I recently sat down with our CEO Michael Caccavale to talk about the challenges and opportunities that marketers can uncover when we look at the smart home market.

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Energy Series: Blending Energy and Media - New Competitors Mean New Marketing Challenges

New service offerings powered by an army of new brands have begun to appear in homes and small-to-mid-sized businesses across the United States. In addition to known services such as cable and wireless, increasingly we are seeing streaming content, web-based media channels, home automation and home security, even large retail brands penetrating the walls of the consumer’s home.

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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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Energy Series: Measure the Health of Your Pipeline with Omnichannel Analytics

Do you still receive postcards in the mail from cable, media and energy companies offering you a better deal? If you are like most people, you toss those postcards directly into the recycling bin. An increasing majority of utilities customers are more comfortable with and prefer Internet-based applications for information gathering, service selection, billing, and support. Yet, for consumer energy providers, there is still need for direct mail campaigns when they are part of a broader multi-channel marketing strategy.

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Energy Series: Think Your Customer isn’t Looking at Their Energy Bill? Think Again.

 

It used to be that the household electric bill was a simple recurring monthly statement. Regulation gave customers confidence that they were being charged a fair price for their energy. The monthly price fluctuated in a predictable way. Customers got into the habit of setting up a recurring direct debit from their payment account and then not really thinking about it again. But forces are at work now that are causing household energy consumers to pay more attention to the details on their bill and to sense the fluctuations more acutely. So, don’t think your customers aren’t paying attention to the electric bill. Your customers are actually getting increasingly interested in the details of their bill.

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Energy Series: As Time Runs Out on a Unique Opportunity, Should the CMO Care About More Than Price?

Domestic energy, cable, and media companies have a short-term opportunity to take advantage of chaos in the consumer utilities market. As the shock waves of deregulation ripple through these industries, we will continue to observe consolidation, mergers, acquisitions, and new partnerships between and among cable, internet, energy, and streaming content, and other domestic service providers. Energy companies, in particular, will be compelled to diversify their product offerings to include services such as internet connectivity and streaming media services. At the same time, new providers will flood the market with bundles that include energy as well as cable subscriptions, home security, clean grid options, programming, and streaming content.

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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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