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J&C Blog

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

Sheera Eby

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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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Examples of Utility Content That Have Social Media Value

Content Marketing, 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 Reasons Content Marketing Should Be Utilities' Strategy for Improving Brand Perceptions

Content Marketing, Utility Industry December 11, 2014

The purpose of any marketing game is creating a brand that promises a great experience for the consumer. This was a complicated task even in the heyday of traditional marketing, such as telemarketing, print and television ads. In the current climate, however, it's even more difficult for a utility to get its message in front of consumers, let alone try to build a brand. With Mashable1 reporting 200 million people registered to "No Call" lists and 86% of people skipping TV ads, marketers are left wondering if they’re wasting marketing budget dollars when using traditional communication techniques.

This shift in consumer habits is the reason that digital marketing and content marketing for utilities is emerging as an effective utility marketing tool. According to the Content Marketing Institute2, 86 % of successful marketing departments understand content marketing's value for branding enough to have someone in charge of content marketing strategy. If you're still not sure that content marketing for utilities is the right approach for improving your utility's brand perception, here are a few ways the strategy has already proven successful.

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How to Use Content Marketing to Attract Social Media Followers

Utility Industry December 10, 2014

Forbes recently reported that over 80% of those surveyed admit that friends’ social media posts directly influence their purchasing decisions.1 Social media continues to grow, evolve and alter how consumers and businesses make decisions. Many utilities are evolving their social media strategy to ensure these channels cultivate relationships and generate more followers.

 

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5 Consumer Trends Impacting Retail Marketing

Retail Industry December 8, 2014

It has been difficult to gain much traction in the retail industry over the past few years. A downturn in the economy coupled with the arrival of the digital marketing age turned the entire industry on its head. Consumers were tight-fisted with their retail spending dollars, and it got even harder to draw in those who were still spending into the individual stores.

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How Long Does Content Marketing Take To Work?

Content Marketing December 4, 2014

Your company has revamped the website, built up an archive of valuable material, started a blog, launched some landing pages with downloads and created a content schedule to be promoted via social media. Now you're ready to start driving traffic. But how long will it take for that traffic to arrive? For many reasons, content marketing tends to be a mid-term strategy rather than a short-term one. The reality is content marketing can take time to get traction. It’s important to remain consistent through the initial phase and not give up.

 

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Is Content Marketing A Viable Avenue for Improving A Utility’s Brand Perceptions?

Utility Industry December 2, 2014

Technology has changed communications, leaving marketers wondering whether or not traditional marketing methods are still viable.1 While television, radio and print ads still have a place in many industries, consumers' ever-growing reliance on the Internet has opened new avenues for marketers. That means more ways to connect with consumers. Many utilities have a goal of building their brand and generating customer loyalty. This doesn’t always come naturally between utilities and their customers, given the low-involvement nature of the utility industry. Content marketing may be an underutilized digital technique for many utilities. Content marketing generates engagement that can result in increased customer satisfaction and ultimately improved brand perceptions.

 

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4 social media trends that utilities should know about

Utility Industry November 25, 2014

It is almost impossible to escape the hold that social media has on society today. From hashtags to pins and tweets, the lingo is all around us. However, utilities often have a challenge at driving engagement. Social media is one communication tactic many utilities have embraced, but they are still determining the best way to use it in their marketing plans.

 

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Greening and Other Trends Impacting Utility Customer Communications

Utility Industry November 20, 2014

Many utilities are undertaking energy efficiency and other greening initiatives. Advancements in areas such as communications, transportation and even household appliances are constantly impacting consumers in new ways. The Center of Technology1 reveals that just the past 5 years have brought significant progress like no other 5-year period before. Understanding these trends can help utilities shape their communications around the current consumer mindset.

 

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The role content can play in the energy efficiency marketing mix

Utility Industry October 30, 2014

Utility marketing communications can sometimes be difficult. After all, selling a service that is largely a necessity can feel harder than convincing someone to try a new “want.” Many utilities have a commitment (driven by a requirement) to execute energy efficiency education in their footprint.

Utilities handle energy efficiency marketing communications a number of different ways. Many utilities share energy efficiency tips. These include simple messages about turning off products when they are not in use and sharing information about the utility’s rebate programs. Some utilities utilize broad media vehicles such as television and radio. Other utilities just post information on their websites.

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