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How to Increase Advertising ROI using Weather

The Challenges Facing Marketers

One of the greatest challenges facing marketers today is that consumers are becoming immune to traditional marketing methods. In our current environment, the average person is exposed to approximately 5,000 ads a day between web, mobile, television, radio, print, out of home and social media advertising. Statistics show that a person is more likely to survive a plane crash than click on a website banner ad.

With the proliferation of devices and the explosion in new advertising channels - such as native, in-app, and push advertising - there is even steeper competition for eyeballs, along with much higher stakes to engage and convert consumers.

All this means that whilst content remains king, context becomes key. Blanket broadcasts and ‘spray and pray’ marketing tactics don’t work like they used to. At best they don’t deliver high ROI. At worst, ham-fisted marketing can actively harm the reputation of a brand.

Experienced marketers know in order to effectively engage consumers (whether to subscribe them, produce purchase intent, or simply increase brand awareness) they need to address the right consumer, at the right moment, through the right channel.

So how do marketers make their voice heard over the digital noise? The answer is to use actionable insights to create more personalised 1:1 customer experiences. “The key… is adapting to consumer behaviour and their environment” claims Tristan Summerscale, client services director at AdMaxim. “The most impactful creative will adapt to the specific user. This might include the content they are consuming, their location, their device, the weather outside...”


how weather affects the open rates of email marketing campaigns



The graph shows how weather affects the open rates of email marketing campaigns. In all 4 examples, weather had a huge effect on open rates of at least two-fold. However, different industries relied on very different types of weather to increase campaign effectiveness.