Is Your Marketing Weatherproof?

How a data driven marketing strategy can ensure that your brand maintains relevancy and maximizes impact with customers, when the elements take over.

Weather plays a significant role in consumer buying decisions, be it offline buying decisions or online. This post includes our infographic, highlighting some of the ways in which weather can change the way consumers behave.

Although weather is an external environment factor which we cannot control (it’d be a different world if we could), there are ways that a brand can prepare their marketing to capitalize on a change in the conditions.

Understand the Impact

Develop insight into which locations have a higher or lower propensity to convert when the weather changes? Across which products, during specific conditions.

Be Predictive

Stay one step ahead of the consumer by utilizing forecast data and predictive modelling to define how key segments of consumers are likely to behave in specific conditions. Enabling brands to prepare communications accordingly.

Be Agile

Utilize real time weather feeds to be able to trigger content, campaigns and communications with the right user in the right location with the right product.

At Enterprise iQ, we have been utilizing weather feeds to better understand the impact of weather and customer engagement with brands. For example, enabling a leading shoe brand to promote snow boots in specific locations, during instances of snow and cold weather. This saw customer engagement increase by 122%, whilst a cosmetics brand promoted sunscreen products when the UV index was high in specific locations, resulting in a 178% uplift in customer engagement.

Sources: RichRelevance, The DMA, 7thingsmedia & weathertrends360
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