The energy and utilities industry is undergoing a period of unprecedented transformation. The wave of technological innovations in the industry mean that companies have to change the way they communicate and interact with their customers. Furthermore, they have had to adapt and fine-tune their communication based on campaign goals, types of customers and platforms.
The sector is moving away from a call centre industry and embracing modern tools such as programmatic advertising, chatbots and personal assistants to bolster its marketing and communication efforts. While disruption and innovation are becoming the new norm, industry professionals are faced with evermore demanding market circumstances. Staying on top of the changes and ahead of the competition in a world of constant reinvention is a daunting task.
This report will uncover the marketing innovations in the energy and utilities sector, investigate marketers’ openness to embracing new practices and technologies and explore how they are preparing to better position their organisations in an increasingly uncertain and competitive world.
It combines desk research with in-depth interviews with a range of senior marketing practitioners and consultants from a variety of UK-based, European and international energy and utilities companies.
Econsultancy would like to thank the following professionals for their contributions to this report:
- Adam Ashcroft, Director, Synthetix
- Conor Barron, Digital Communications Manager, Bord Gáis Energy
- Steven Davidson, Head of Marketing, Black Sheep Utilities
- Janelle Dawson, Marketing Manager, Viva Energy
- Morgan Lloyd, Head of Brand and Marketing, Welsh Water
- Lorne MacLennan, Director of Marketing Operations, SSE plc
- Peter McKean, Managing Director, Synthetix
- Stuart Ravens, Principal Research Analyst, Navigant
- Camille Seoane, Public Relations & Marketing Assistant, The Energy Check
- Dr Neil Williams, Founder, Tilix Smart Energy