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Today's Forecast: Marketing Clouds

15th March 2019

Author Marketing Automation Team

Making small talk about the weather is our national obsession, we’re aware that weather affects consumer behaviour, however marketing communications rarely take this into account.   

Email Marketing in 2018 came to a close with many creative and outright impressive, applications for consumer data. With 2019 in full swing people are beginning to understand the full potential of driving personalization through integrations with third party applications.  

Towards the end of last year the Salesforce Marketing Cloud team at Davanti started exploring the possibilities of integrating Weather Data into Marketing Cloud to deliver things like weather forecast widgets, weather driven automation, dynamic content based on weather and more.  

The potential was recognized almost instantly. 

In this proof of concept, we’ve used OpenWeatherMap’s Start up Licence to obtain a daily forecast for use in automated communications. With a touch of magic, we’re now able to pull the weather forecast for the next 5 days for the top 20 city centres in New Zealand into Marketing Cloud. 

The real power comes in with Marketing Cloud’s Automation Studio. The potential of weather data in email comes into view when you begin to consider the possibilities of automating sends, delivering dynamic personalized messages based on local weather at the time. For example, triggering an email before a spell of weather to encourage them to engage with the brand. If it’s going to rain – buy an umbrella from us; if it’s going to be blazing hot – look at our latest portable aircon units… you get the idea. 

Data is at the heart of this automation, so you’ll need to have customer data available. A customer location (city or region) is a good place to start.  If you’re looking to explore the depths of data personalization have a chat to us about how we can help you to harness the power of Weather Driven Automations in your Marketing Campaigns. It’s worth noting that Salesforce recently released Live Weather  which is their take on weather based dynamic content, but talk to us about unlocking the full potential.