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Specific Applications of Weather-Based Marketing

Author

Listed:
  • Evgeniya Tonkova

    (University of Economics - Varna)

Abstract

The rapid penetration of new technologies in business and using them largely by consumers is a prerequisite for designing new applications for the purposes of marketing. Binding marketing decisions with big data is already a necessity which provides purposefulness, accuracy and speed of processes and tools. The interdependences between weather and the users that are surveyed and registered on the offline market are considered even more significant in designing the online set of marketing tools. The positive effects of applying weather-based marketing will generate extra interest in implementing and designing innovative applications. It is expected that a step forward will be made by the high-tech companies and those which update their marketing more actively. The article reviews current applications of weather-based marketing, the response to changes in weather and the possibilities for integrating the decisions for off- and online markets. The results of the research of weather-based marketing in Bulgaria will help to explain its condition at the moment and the opportunities for enlarging its scope in the future.

Suggested Citation

  • Evgeniya Tonkova, 2017. "Specific Applications of Weather-Based Marketing," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 204-209, October.
    • Handle: RePEc:aes:jetimm:v:1:y:2017:i:1:p:204-209
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    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2017/ETIMM_V01_2017_108.pdf
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    References listed on IDEAS

    as
    1. Martha Starr-McCluer, 2000. "The effects of weather on retail sales," Finance and Economics Discussion Series 2000-08, Board of Governors of the Federal Reserve System (U.S.).
    2. Murray, Kyle B. & Di Muro, Fabrizio & Finn, Adam & Popkowski Leszczyc, Peter, 2010. "The effect of weather on consumer spending," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 512-520.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Dobromir Stoyanov, 2021. "The role of vending channels in marketing: A systematic review and taxonomy of studies," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 654-679, June.

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    More about this item

    Keywords

    weather based marketing; real time marketing; marketing automation.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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