Among the many factors that impact digital marketing and online advertising strategy, a new study in the INFORMS journal Marketing Science provides insight to a growing trend among firms and big brands … weather-based advertising. According to the study, certain weather conditions are more amenable for consumer responses to mobile marketing efforts, while the tone of your ad content can either help or hurt such response depending on the current local weather.
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Ashley Kilgore
Manager, Public Relations
INFORMS
Catonsville MD
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