More on weather and the web

SimonGeneral2 Comments

My post last week on the influence of weather on web traffic attracted the attention of self-confessed weather nut Andrew Bond from Metcheck.

He emailed me to let me know about a service his company provides that allows websites, particularly internet retailers, to customise their website content based on predicted weather in the user’s local area.

So for example, if it’s going to be a sunny weekend ahead then the site could push outdoor furniture or barbeques. Essentially the digital equivalent of remerchandising your prime retail display areas based on the weather – a common practice in retail (how many times did I move that umbrella display unit in my store placement at Boots?).

Andrew emails that his site traffic, not surprisingly, is affected by the weather:

Snow, heat and thunderstorms all affect our traffic, whilst “traditional weather” like sunshine and 22c and light rain have little effect.

Interesting stuff. I wonder how the public relations profession could use weather data?

How about trying to match the content and angle of your news releases to the forecast weather for your targetted publication date?

It could increase relevance and cut-through for your message if the forecast is right, but do exactly the opposite if it’s wrong.

It’d be interesting to know some more about Andrew’s corporate clients, particularly any particularly innovative marketing or PR uses of meteological data.

2 Comments on “More on weather and the web”

  1. Heather Yaxley

    I used to work for a motoring organisation and used the weather tactically in media relations. This involved stories with statistics, advice, case studies, and lots of creative approaches. The British obsession with weather makes it a good topic for opportunistic stories – but you need to still have relevance to whatever the weather trend is or it can look at bit desperate and tangential.

  2. Simon

    Interesting stuff Heather – I can see why the British weather obsession helps make this approach effective. I agree that relevance is key – otherwise it looks like a desperate PR ploy

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