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The Complete Guide to Weather Based Marketing

Why Weather Matters


Weather is the most primal and universal factor in consumer decision-making. It affects where we go, what we wear, what we eat, what we buy – and crucially, how we feel.

This makes weather data the perfect tool for contextual targeting. It is virtually the only real-time data-set available to marketers which provides an insight into a consumer’s mood, desires, and purchase intent at any given moment.
By utilizing weather targeting to deliver customized creative, marketers can drive higher campaign returns through more meaningful consumer interactions.

  • Weather is the 2nd biggest influence on consumer behavior after the state of the economy

 

  • Weather affects around $3 trillion worth of business in the private sector alone in the US.

 

  • 70% of British people check the weather forecast at least once every day