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whimsical of forms, is getting out-of-date quickly.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.
