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J&C Blog

Find all the latest marketing trends on the J&C Blog.

5 Content Marketing Worst Practices

Content Marketing February 19, 2015

Here’s an unsettling truth: There are just as many ways to mess up a marketing communication as there are ways to make it stand out from the rest. Here’s another unsettling truth: Most people don’t need a marketing background to detect a poorly executed marketing communication.

 

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What do customers expect from their utility?

There's a reason small and medium sized businesses pose a challenge for utility marketing. It's because business owners typically put their main focus on issues other than utilities and don’t perceive impacts to their utility bill are worth their time. A report published by the National Federation of Independent Businesses1 revealed that 52% of small businesses list the cost of health insurance as their number one priority. Engagement is possible as energy costs affect operating expenses and ultimately a business’ bottom line. The NFIB's report indicates that 35% of small business owners state energy costs are a critical issue, and that the topic falls within the top 12 priorities. 

 

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Base your B2B marketing decisions on your customers, not your products or services

Direct Response Marketing February 10, 2015

Marketing communications and marketing channels are changing rapidly. Not all business-to-business (B2B) marketers are keeping up. Too many B2B marketers base their decisions on results gleaned in a marketing landscape that doesn’t resemble today’s – one where marketing communications were focused on products and brands, not on the customers who purchased them. That may have been acceptable in the past, but not in a time where personalized, relevant data-driven communications have become the norm.

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Greening Trends Impacting the Utility Industry

Utility Industry February 3, 2015

Greening trends continue to have a dominant impact on utilities. A recent study on greening and sustainability revealed that over 60% of Americans keep up on energy efficiency and similar issues, and consider themselves knowledgeable on the topic.1 Many utility marketing organizations are focused on supporting energy efficiency initiatives and determining what role greening trends should play. This article explores some of the top greening trends and considerations for utility marketing communications.

 

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Transforming a utility’s brand to a thought leadership

Utility Industry January 29, 2015

Energy costs, rate plans and customer service will always be important to utility customers and a critical component of utility marketing communications. However, the expectation for utilities to be an authority and thought leader seems to be increasing. According to ResearchScape, a 2013 survey indicated that almost one-quarter of those surveyed would switch to a new energy company if it provided expert advice on how to reduce energy costs.1 The only issues that ranked higher in this study than the utility’s role as an authority were the basics of cost, rate plans and personalized customer support.

 

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Is social media a targeted or mass tactic?

Digital Marketing January 20, 2015

Social media is the No.1 activity on the Internet, according to Fast Company.1 Social media is constantly evolving, with new social media outlets popping up and marketers in a constant intellectual arms race to keep up with the change.

 

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5 Digital Marketing Trends for 2015

Digital Marketing January 13, 2015

As 2015 gets underway, businesses begin to evaluate their marketing plan and which agencies are best suited to help them achieve their goals. With technology continuously changing at the speed of light, agencies that know how to traverse the digital landscape will be standing in the forefront of 2015. As with every new year, there will undoubtedly come a wave of fads and trends for the marketing community. Below is a list of five digital marketing trends to watch out for in 2015.

Content marketing 2.0
For the past few years, agencies have been telling their clients to get on board with content marketing. Content marketing has become a channel most businesses know they need to invest in. In fact, a recent survey found that 83% of B2B marketers use content marketing.1 The problem, though, is that many businesses don’t have a documented content marketing strategy. In 2015, the role of content will evolve to focus on areas such as:

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6 Techniques to Enhance Mobile Optimized Emails

Digital Marketing January 7, 2015

Email marketing is one of the more successful channels for communicating with consumers. With over 91% of consumers using email at least once a day,1 and with an average return of $44.25 for every $1 spent on email marketing,2 it makes sense to target consumers through their digital inbox. But it's not enough to just send an email blast out to a targeted list. With over 51% of email opens occurring on a mobile device,3 it is important to develop mobile optimized emails.

 

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Examples of Utility Content That Have Social Media Value

Utility Industry December 18, 2014

Fast Company1 has published the numbers: Social media is the No. 1 activity on the Internet. Even though social media continues to grow in importance, many utilities are still struggling with the best role for it within their marketing mix. It’s difficult for many utilities to make the connections that will engage customers. Social media for utilities is often limited to notifying customers of outages or potential weather patterns and general corporate information. While that’s a good start, utilities can capitalize on customers’ innate interest in useful, practical and even educational information. This is, after all, the Information Age, and users’ desire for self-serve solutions aligns to content marketing.

 

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6 Steps to Building a Successful A/B Testing Action Plan

Analytics and Testing December 16, 2014

One of the exciting aspects of digital marketing communications is that anything can happen. Consumers may be attuned to one campaign and not the other. The trouble is that as marketers we don’t always know what works. Finding the “sweet spot” of generating clicks, views, conversions, etc. can be difficult. A/B testing is an efficient way to find the sweet spot and continue to improve performance. A/B testing is a method that can be used across most channels to identify a more effective way to communicate with customers and impact the performance of a campaign.

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