Many believe Paris Hilton was the original influencer, they are wrong. Weather has always impacted how consumers feel and how businesses operate; therefore, mother nature is the original influencer. The leading factor that drives purchase decisions, behind the current state of the economy, is the weather. As a result, gathering data and analyzing weather patterns is an effective strategy to connect with consumers in a more personal and relevant way, also known as weather-based marketing.
How does weather-based marketing work?
Weather-based marketing uses data and analytics to deliver relevant messages to consumers based on weather conditions in their area. Using new technology and data, brands can position their campaigns based on real-time temperatures and conditions rather than expected seasonal changes. When weather conditions change, it results in specific buying patterns and affects the emotional aspect of the consumer. The changes in the weather are known as weather “triggers”.
Weather “triggers”
- Precipitation/humidity
- Cold and flu conditions
- Air quality and pollen
- Pest/insect season
- Temperature
