Remember the Polar Vortex that hit in January? Well grab your warmest coat, because forecasters are predicting another bout of frigid temperatures across much of the United States later this week. As the mercury drops and the arctic blast sweeps the country, consumers will be cozying up inside… which has some very real implications for digital marketers.
Let’s take a look at the data from the last Polar Vortex. Marin found that search impression volumes were 1500% higher than historic trends, whereas click volume and spend only increased 268% and 79% respectively. This indicates that consumers weathered out the storm by shopping online, but it also shows that advertisers missed out on a captive audience and failed to fully optimize for the dramatic shift in purchase behavior.
So as people across the country brace for the cold, marketers should be busy preparing too. This is an excellent opportunity to reach holiday shoppers who will be staying indoors. To make sure your online marketing strategy is ready, consider boosting bids for retail and seasonal items. And if you’re using Marin, we recommend leveraging Dynamic Actions or Context Connect to adjust audiences, creative, and bidding across relevant campaigns.