Modern approach to use of weather data in effective marketing

Modern approach to use of weather data in effective marketing

Posted on 29 Sep 2016

Recently the approach to marketing has greatly changed. Simple broadcasting of information about goods and services, even in the most whimsical of forms, is getting out-of-date quickly. At the moment those companies are the most successful who experience a flexible approach towards using of information, both current and historical.

Defining a target audience is only the first step. The aim here is to understand where your consumers are, what they do during different seasons and times of the day and what probably they are going to do in the future. 

The use of information about a person in his real-time contextual surroundings lets provide content exactly in that moment when the content is of the most importance and it works more effective.

Such factor as weather is the most available and universal in consumers’ decision making process regarding goods and services. Weather influences where we go, what we wear, what we eat and the most important how we feel. The theme of weather is so all-around and discussed at many levels, it’s a great way to start a conversation in a company of unfamiliar people.   

Properly speaking, weather data is practically the only set of data available for marketers in real time mode that gives a notion about consumers’ mood, their desires and intentions to purchase something at the moment or in the future. 

The fact that demand for products and services is determined by weather conditions significantly has been well-known for a long time already and it is actively used, for example, in contextual advertising. However, as researches and sales practices demonstrate, the aim of more effective communication with consumer requires taking into consideration many additional factors such as dwelling location, seasons and current seasonal deviations from norms, etc.   

Basically, having weather data with this necessary additional information, marketing specialists can tune to psyche of consumer and suggest him goods in that moment when he is ripe for purchase. And the story here goes more complex and interesting than notorious umbrellas and popsicles. One should also consider such factors as local traditions, for instance, at what temperature people make picnics outside, since depending on local habits people of different climate zones can buy air conditioners or warm clothes at the same temperature. And what’s more interesting is how weather influences mood of people and their intention to purchase. It is true not only for interest in some specific products, but for overall purchasing activity.

It was proved that exposure to sunlight increases willingness to spend money on products approximately twice. Negative mood depending on bad weather can make consumers react more effectively to negative advertising messages basing, for example, on fears. This method is used by the American Dental Association which experiences that on gloomy days negative advertisements have more sale response than traditional positive ads depicting healthy teeth and beaming smiles.

All above mentioned facts show that weather data is a perfect tool for targeted advertising.

With creative approach from marketer side the use of weather data provides a truly unique opportunity for successful communication with consumers.

This is true not only for current data, but also for short- and long-term forecasts that help in decision making about expanding or changing a range of products or services. And the analysis of historical data from the point of view of consumers’ reaction to seasonal deviations and climate change is very useful in planning of future prices.