Brief: How Marketers Should Use The Weather

The weather has always had a major impact on the way people behave and how they experience their surroundings — from how they wake up and plan their days to how they feel when they engage with your brand on a sunny afternoon in Seattle or monsoon morning in Mumbai. The use of weather for brands is horizontal, cutting across the business — from product and service design to logistics, inventory, marketing, and staffing. Until now, marketers have used the weather for broad seasonal planning, but new real-time weather data is supporting the next generation of relevant, contextual experiences for consumers. This report will outline the potential for marketers to exploit weather data and build on existing location intelligence to paint a more effective picture of context.