02 May '12, 11am

3 rules of thumb to create smart marketing for the smart grid

3 rules of thumb to create smart marketing for the smart grid

Once seemingly distant from consumers, utilities are now fighting for customers' attention and developing business models to improve engagement. Increasingly aware that they need customers on their side to deploy smart meters and other infrastructural upgrades, utilities are expanding their marketing programs, signaling a fundamental shift in the way utilities have traditionally done business. Despite the buzz among analysts, entrepreneurs and industry executives, recent literature shows little consensus on industry best practices for customer engagement. Cutting through the hype can be a challenge, but utilities can earn more bang for their marketing buck by applying these three pieces of advice when crafting customer strategies: 1. Inform consumers, before someone else does A recent Smart Grid Consumer Collaborative report [PDF] suggests that consumers care about long-te...

Full article: http://www.greenbiz.com/blog/2012/05/02/3-rules-thumb-cre...

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