Marketing in energy
marketing in energy: retail energy competition where it exists, trust and switching, sustainability positioning, and demand-side programs.
Energy and utilities marketing operates under unusual constraints: many customers are captive or quasi-captive, switching rates are low, products are commoditized, and messaging is tightly policed by energy regulators. This block reframes core marketing discipline (segmentation, positioning, funnel design, retention) for a sector where trust, tariff clarity, and regulatory scrutiny outweigh brand differentiation. You will learn how acquisition and retention economics work when switching costs and default tariffs shape behavior, which metrics genuinely predict commercial performance versus vanity indicators, and how advertising claims around pricing, green energy, and savings must be substantiated before launch. The goal is fluency in running compliant, efficient marketing programs across residential, SME, and B2B energy customer bases.
Ce que vous allez maîtriser
- Adapt segmentation, positioning, and funnel frameworks to captive and low-switching energy and utility markets
- Calculate and interpret sector-specific CAC, LTV, churn, and engagement metrics against realistic benchmarks
- Diagnose weak points in acquisition-to-retention funnels for regulated tariff and contract-based products
- Run pre-launch compliance checks on marketing claims covering pricing, green credentials, and vulnerable customers