Npower, the RWE-owned utility company, is looking for a creative digital agency as part of a move to overhaul its online marketing strategy. It is currently in the early stages of the pitch.
The move follows the appointment of Diffiniti last year to help it develop an online media strategy, after testing online campaigns.
Npower is planning to increase its spend on online advertising from 7% of its &£6m marketing budget last year to 14% this year. It has also bolstered its marketing team, hiring personnel with digital marketing backgrounds.
The company says it aims to build online brand awareness and drive traffic to its website through search advertising and affiliate marketing. Npower has also used Web analytics company RedEye to track consumer online behaviour in order to better focus its online strategies.
Npower marketing chief Kevin Peake says that npower “has been quite open about the fact we’ve never been brilliant online”, and that the company must fine-tune its approach to online marketing.
Peake adds: “We’ve been very successful recruiting consumers online as a result of recent price hikes and the interest in Web-based switching sites. There’s been a lot of activity online in terms of driving consumers to the npower site, and this will be increased with initiatives such as our cricket sponsorship.”