Turning staid utilities into marketers

Article Abstract:

The marketing departments of electric, gas and water utilities have had to scramble overtime to tout the benefits of their firms in the wake of deregulation and the changes it has wrought in the competitive landscape of the energy industry. Utility marketers, prior to deregulation, focused mainly on either providing regulatory data to state governments or serving large industrial clients. Deregulation has forced them to actively compete to win the largest share of retail customers for their firms.

Utilities, Electric, Gas & Water Utilities

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Are customers ready for rich-media E-mail?

Article Abstract:

Rich-media electronic mail campaigns were strategies nearly every marketing department had to carefully evaluate in 1997. Rich-media electronic mail can be an impressively effective marketing method, but they have significant limitations and risks that marketers must thoroughly understand. These include knowing one's audience, bandwidth, the possibility of viruses and plug-in requirements. Marketers should also consider some effective alternatives to this marketing method.

On-Line Information Services, Videotex & Teletext, Internet services

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