Each season brings with it new temperatures and general changes. Is there a better natural backdrop for personalized targeting?
“Weather targeting is empowering organizations to tap into the moods, needs and purchase intentions of their customers.” (See the full article on the DY Blog).
Some of our customers have increased revenues by over 13% and conversions over 10% by running targeting users by the weather conditions they are experiencing. Let’s see some successful examples of weather targeting, and how you can go about setting this up for the rainy/ snowy/ cold/ sunny/ cloudy/ thunderstorm days coming our way.
What is Weather Targeting
“Weather targeting is the practice of tailoring influential messages to visitors based on local temperatures or weather conditions and is accomplished by integrating a real-time weather forecast data stream into your existing marketing platform.” (See the full article on the DY Blog).
For example, enticing users in cold or hot regions to get away from their extreme weather conditions and find solace in a winter wonderland, or a beach getaway, respectively.
Using Weather Targeting Conditions
See this 80 second tutorial below about using the conditions and setting up a campaign.
We also have an out-of-the-box template designed for using this targeting condition, making the process of setting up a campaign easier than ever!
Examples of Successful Use Cases
- Tottenham Football Club provided contextually relevant recommendations based on the weather the user is experiencing. This was part of a site-wide personalization plan, driving a 40% increase in Conversion rate on their mobile homepage.
- Read more here
- An apparel brand saw a 13.3% increase in Revenue per Session and 10.3% increase in Conversions when it replaced its existing static banner with a dynamic banner and created conditions to display cold weather apparel when the visitor’s local temperature was below 40°F and warm weather apparel when it was above 40°F
- Read more here
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