Energy utilities are facing a brave new world. The deregulation of markets and unbundling of utilities, privatisation and new and different ways of generating electricity on a mass scale have all shaken the reality of the energy companies.
The energy companies are also facing a new challenge; the customer. The customer has the tools of mass information and mass communication in his pocket and has more choices of interaction with brands than ever in history.
Giuseppe Caltabiano is the Vice President of Marketing Integration at Schneider Electric. He gave a presentation on how content marketing and social media are changing the way brands communicate to customers. He went over the basics of storytelling in the new media and what type of content consumers seek out.