Cloudy with a chance of meatballs? Weather based advertising is officially a thing!

Vertis Media have been using weather-based advertising for a while now. This involves targeting consumers based on the local weather (past, current, or future).

Weather based advertising

This means that ads are delivered based on the weather conditions that the user is experiencing. It makes perfect sense, doesn’t it? For example, adverts for particular beachwear could be presented to people during a heatwave, or antihistamines could be promoted to audiences located in areas where there is a high pollen count. An efficient way of doing this is through a weather targeting platforms, which enables users to trigger ads and automate bid adjustments dependent on real-time weather news.

In a world where we are ever more in control of our every day, it is strange to think that weather has a firm grip on nearly all aspects of the consumer purchase experience today.

Starting from what we eat, drink and an array of other activities that are fundamental to us as humans are all influenced by the fluctuations that weather throws at us.

An understanding of this relationship can be extremely fruitful for all parties. Data relating to weather can be used to advertise products at the most profitable time and in the most impactful way.

We broken it down here: this is how weather influences consumers in three different ways.

  1. Purchase method: weather affects how people make purchases. For instance, during a hot day, physical shops often enjoy more footfall, whereas during colder periods of the year, traffic to online portals is likely to increase.
  2. Mood: The second way in which weather influences consumer behaviour is through its influence on mood. Sunlight, in particular, can have a huge impact on a consumer’s mind frame and by consequently the the amount they choose to spend.
  3. Product choice: Weather drives product demand. More pharmaceutical products will most likely be bought on days where the temperatures are at a particular level. Colder temperatures will determine a higher spending on soups, porridge and lip care products for instance.

How will AI change digital marketing and advertising?

Designed to understand consumer preferences and deliver relevant customer experiences, in today’s world, AI (artificial intelligence) influences many aspects of our everyday in the form of smart devices, chatbots, and self-driving cars, for instance.

AI has been a hot topic for a while now, especially when it comes to digital marketing. Why? Because when it comes to improving customer experiences and saving time & money, AI is your technology!

What is Artificial Intelligence?
AI enables machines to “think” about, respond to, and perform tasks in the way that humans would. It also helps machines learn from experience and adjust to new input.

Why is Artificial Intelligence becoming so popular?

  • More work efficiency- lower margin for errors
  • It performs an analysis for high volumes of data without overseeing the most important insights.
  • It is a valuable addition to the capabilities of devices though its algorithms: GPS trackers, voice assistants, and home automation systems are just a few examples.
  • Its constant adaption to new input through progressive learning algorithms.

AI is revolutionizing industries with its astounding ability to adapt and analyse data- exceptionally useful for digital marketing. Let’s take a look at how.

How AI is impacting the landscape of Digital Marketing?
Because of the way AI is able to identify marketing trends and analyse data, the world of digital marketing, in particular is able to save money and time through AI:

  1. It helps understand audiences: AI can use the way it analyses data to predict what users are most likely to buy.
  2. It improves user experience: AI data can help you give your audience what they actually need.
  3. A more impactful type of marketing: AI helps to create a more effective marketing strategy for your company, because of the way it handles data.
  4. It can increase productivity: AI algorithms can increase productivity and this will save your budget and eliminate time wastage.

Artificial intelligence really is a technology that can add value to your brand.
Using AI digital marketing strategies will help brands deliver improved customer experience and do more effective marketing. It will also ensure faster problem-solving for consumers.