Humans react to almost everything, weather being one of the most critical aspects. According to the British Rail Consortium, weather is the second biggest influence on consumer behavior right after the state of the economy. The sales performances of almost a variety of products can be impacted by a particular kind of weather condition.
The marketing world has recently begun to understand the potential of weather-responsive advertising for greatly improving campaign results.
Read on to learn about the top 5 benefits of weather triggered marketing as proved through various research pieces.
1) Know your Consumers Behavior
Almost all of us would relate to this:
“Shopping is a clear reflection of Mood
Mood is a clear reflection of Weather
Hence, Shopping is a clear reflection of Weather”
Weather is one of the most common determinants of consumer behaviour and their corresponding reactions to the clothes they wear, the food they eat and even the car they drive.
It’s a natural human tendency that if we feel hot, we prefer drinking a frape or a fruit shake and on cold days, we call for a hot coffee or tea. These changes in the type of drinks is a natural reaction to the changing weather.
Thus, if we know these traits of our customers that change with the change in mercury levels, we can please and serve our customers in a better way. We can be there for them just when they have thought about us! Imagine!
2) Boost Sales Performance
Contextual Advertising has now become the most effective way to boost sales and drive brand reach. In this super competitive world, every company is striving to reach out to the maximum number of consumers with their products. In such a fast paced era, imagine you are right there when anything associated to your product is looked for! Consequently, if you relate to the consumers’ weather conditions while marketing your product, they will be more likely convinced to buy the product, resulting in increased brand exposure and sales.
3) Less Investment in marketing
Weather driven marketing can be considered as a strong weapon for every marketer to win over their customers. However, still many fail to realize, for instance, that a temperature shift of just one degree can significantly impact the sales of numerous products. This impact is too huge to be neglected by marketers anymore.
Marketers are no more technologically bound to not get access to the real time weather data set that provides an insight into a consumer’s mood, desires and purchase intent at any given moment. Thus, they can utilize weather targeting in order to drive higher campaign returns through more meaningful consumer interactions.
Delivering more relevant content and minimizing wasted impressions can help their ad dollar work harder.
After all, why waste money when you don’t have to?
4) Minimum/No Wasted Impressions
Through weather driven marketing, marketers can legitimize communications with relevant, timely and hyper- contextual data. Advertisements, push mails and notifications, mobile ads, web display, video ads and SMS that correspond to viewer’s weather conditions result in a higher engagement percentage as compared to those for the generic ads.
Thus, marketers can garner higher attention to their products by launching weather triggered ad campaigns.
5) Competitive Advantage
Last but not the least, contextual marketing, mainly weather driven marketing allows you to stay ahead in the competition by enabling you to target a niche market, yet not missing on any customer base. Today, more important is to get noticed well by a few people and convert them as customers than to go overboard with your marketing campaigns without significantly impacting the mass.
Weather triggered marketing enables you to effectively channelize your campaigns based on the analytical data as well as the study on consumer behaviour.
This is what we exactly do at AD-Pure. Ad-Pure is a moment marketing platform that aggregates massive amount of real-time data on weather, sporting events, calendars, stock indices and more, and turns them into actionable data that allows marketers to target the right digital ads towards the right audience at exactly the right moment.