Bridging The Digital Divide Between Utilities and Their Customers

This is the second of five blog posts in a series discussing the implications of the Annual Global Utility Evolution Benchmarking Study.

People are more mobile and more socially and digitally connected than ever before. The connected consumer is an empowered one who has choice and access and therefore can demand transparency, price competitiveness, and new levels of service. Customers are becoming involved and active participants with their utilities instead of simply being bystanders paying bills. A 2014 Deloitte Energy Consumer Survey conducted 1,500 online interviews and found that 75% of consumers are now committed to being informed and consider themselves aware of national energy issues.


Modeling the Future of the Utility Industry

This is the first of five blog posts in a series discussing the implications of the Annual Global Utility Evolution Benchmarking Study.

Augmented reality technology based on 3D modeling and visualization tools will have a profound impact on the energy and utility industry in coming years.

Impacts of technological change on the utility industry were highlighted by Dr. Michio Kaku, a futurist, best-selling author, and keynote speaker at DistribuTECH in February 2015. The driver for technological change, according to Dr. Kaku, is the continuing onslaught of Moore's Law, which "simply says that computer power doubles about every 18 months."1


Energy & Utility Marketers, Let Me Be Brief

Over the past few weeks, we have been enjoying some lively discussions here in the agency around the role, need and general requirements of the creative brief. In case you don't know, that is the document that defines the situation and guides and informs all creative work. In all my years on the corporate side of marketing in our industry, I was never once brought into the creative process or even presented with a creative brief by any of my agencies. Yet, the absence of this brief can cause great angst and consternation for all involved later in the creative process.



It is that time of year again and I cannot begin to tell you how excited I am to be launching the second annual B2B marketing benchmark study, the only one focused solely on the energy and utility industry.

As marketers, we should all understand the importance of research in informing our strategies: knowing the environment in which we are operating, knowing what others are doing, knowing what others think is working and what they think is not. We can use this to model our plans and behaviors or to drive a strategy designed to out maneuver competitors. This study does just that, providing you with solid data to inform your ongoing marketing program strategy.


A Fence that Makes Cents

The McDonnell Group office is located in Roswell, a suburb just outside the hustle and bustle of Atlanta, Georgia. To some, this may seem like just another town where people go about their day; grocery shopping, driving their kids to soccer practice, and picking up dry cleaning. But our team sees the beauty in many of the shops and restaurants along Canton Street. In the afternoon it may appear like a sleepy little town, but at night the shops and restaurants come alive with people sipping on drinks and enjoying the abundance of dining options available.


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