As new technology platforms emerge, data has become more accessible and easily interpreted. These advancements in technology and artificial intelligence have the potential to affect consumers’ daily lives, and marketers have begun to take notice of this prospect. Just as weather impacts individual’s everyday decisions, from influencing what individuals wear to whether they attend outdoor events, weather also determines consumer purchase behavior. As a result, marketers can leverage weather data to produce more relevant marketing strategies that connect with consumers more effectively.
Contextual targeting informed by weather conditions can serve to further marketing campaigns, especially in the health industry. For instance, extremely dry or humid climates might precipitate migraines in migraine sufferers. Through the study of anonymized data, marketers can better understand what circumstances affect susceptible individuals and employ strategies that recommend timely preventative measures. Weather data can also supplement other marketing tactics, such as furthering cold and allergy digital ad campaigns prior to or during the onslaught of allergy or cold seasons.
Due to geographical differences, it’s advised marketers consider geographical location when targeting consumers. While some areas of the United States may benefit from seeing sunscreen advertisements in 50-degree temperatures, places that are experiencing similar conditions, but are regularly sunny or torrid may require cold remedies instead.
Just as location matters, marketers should also focus on using weather data to provide information in a relevant and timely manner. A campaign’s timing is critical to its success, as well as its ability to assert pertinent information. Marketing can prove extremely successful when providing relevant information that consumers may not have been aware of. For example, by providing data on how temperature extremes may affect blood sugar counts in diabetes patients, marketing campaigns can encourage preventative measures prior to severe weather temperatures or conditions.
In a society where consumers are seeking personalization, marketers can use weather data to produce relevant and timely ads tailored to patients. Campaigns that leverage patient-specific data have the potential to increase sales and ROI without being too intrusive. When utilizing weather data, though, marketers must comply with patient privacy laws. By focusing more on specific weather data and its effects on particular health conditions, marketers can ensure they are not infringing on patient privacy, but are still receiving relevant information necessary to employ personalized marketing strategies.
As data is made more accessible, leveraging weather data is yet another way marketers can effectively provide consumers with personalized and relevant information necessary to generate receptivity and consumer action.