How does the climate affect the consumer? Use of weather forecasts to improve online marketing campaigns
A company that sells barbecues carried out an experiment activating campaigns only in some cities when the temperature was above 24 °, and in others when it was higher than 20 ° (taking into account the seasonal average of each city). In the context of buying a BBQ, we determined that we could “get close” to the user’s mood based on this data, impacting our digital marketing campaigns in an immediate and pertinent way. Another very clear example is the strategy of a famous chain of pizzas at home, which links a greater number of online campaigns when it is raining or cold, and the user is more interested to stay at home. There are many studies of neuromarketing that show the relationship between climate and purchase intention, even so, it is clear that there are products / services that are more subject to climatic influences than others. Collecting and analyzing weather data allows us to have 3 macro categories of data available:
- Historical data: are useful for an analysis of sales and seasonality of climate over time
- Real-time data: are the most used to activate campaigns and personalized ads
- Predictive data: allow us to have a short-term forecast and, therefore, plan our campaigns in the most opportune way for the user
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