Turning conditions into context
How smart brands are powering relevance with real-time weather signals
As seasons blur, Mother Nature is shifting traditional marketing calendars. With $13.5bn US sales impacted annually by the weather, successful brands are using real-time weather signals to predict moods, stay relevant and drive action. Here’s how.
We live in an age of urgency, agility, relevance and personalization. Of deciphering signals, and data and connectivity from every consumer click and interaction. One signal shapes everything we do, but its massive potential remains largely untapped: the weather.
The Weather Company reaches over 300 million people across the globe each month through its digital properties, including weather.com and The Weather Channel app.
Weather is the original influencer. Rain or shine, the weather shapes how we feel, what we do, and what we buy – helping us plan our days, stay safe, and make the most of moments that matter. In fact, it’s scientifically proven that weather rewires our brains, making it the ultimate contextual signal that impacts our lives everyday. Its pervasive influence makes weather an incredibly powerful signal for marketers. And that’s truer than ever as weather patterns change, consumer loyalty wanes, and brands look for new, predictive and privacy-forward ways to tap into attitudes, behaviors and purchasing habits.
$13.5bn sales
in US ecommerce influenced by weather – more than Cyber Monday
20% ROI
uplift when aligning campaigns with weather-driven mindsets
78% CMOs
say advanced weather analytics sharpen marketing foresight
71% consumers
expect personalized interactions from brands
“It’s time to stop marketing just by the calendar and start thinking in real time,” says D.J Reali, chief revenue officer of The Weather Company – the world’s most accurate weather forecaster, whose real-time weather data and insights help leading brands turn shifting conditions into personalized, privacy-first marketing.
“Weather influences how people think, feel and spend to a tremendous degree. It’s a powerful, always-on signal with proven impact on ROI. The brands winning today – and those who will win in the future – are the ones turning this signal into precise, performant campaigns. ”
Check out how three winning brands have turned nature’s power into opportunity – and the five steps that will help you transform weather into a meaningful business driver.
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