Marketing is a “social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.” It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return.

How are green energy marketers promoting renewable and sustainable energy sources in today’s marketplace? As the cost of oil increases, it becomes easier for marketers to promote alternative sources of energy as people go through the pain of paying high gas prices at the pump and energy bills for their home or business.

As the cost of traditional sources of energy has fluctuated from all time highs to again 5 year affordable lows, it’s been hard for marketers to come up with a consistent message to get a good foothold on promoting renewable and sustainable energy sources that drive change in society.

Two things will make messaging become more constant and drive industrial change.

1. The technologies of developing alternative energy sources will decrease

As these technologies come down in price, it will allow for the production of alternative energy to be more comparable with traditional energy sources. Once marketers can move away from the cost savings of alternative energy they’ll be able to focus on the environmental and health issues that using alternative fuel sources will solve.

2. As renewable energy prices drop, the prices will remain more stable than traditional energy sources

Most renewable energy sources have a predictable amount of energy that can be produced over time. This does not mean that the amount of energy produced by a renewable energy source will remain constant, but the prediction of how much it will produce will.

Even with these challenges, green energy marketing will improve as the industry becomes more stable and it starts to consolidate to a unified standard. The renewable and sustainable organizations will start to see a better return on their investment as well.

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This entry was posted on Monday, October 26th, 2009 at 2:40 pm and is filed under Alternative Energy. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.