Weather warnings for digital marketing

Storm Goretti is arriving Thursday afternoon and it’s one of those winter storms where the northern and western edges of it will pull in colder air and turn the rain to snow. Very hard to predict, even with all the computing advancements since I took my first proper job at the Met Office 30 years ago.

On the southern side of the storm though it will be very wet and very windy. 

Either way, it’s a storm, people should be alert and ready for bad weather, even if unlike me they don’t care about the dynamics of the atmosphere - and that’s why a weather warning has been issued.

The Met Office started issuing weather warnings in 1988, after the Great Storm of 1987 - they realised that people didn’t care about whether there was going to be 34mm of rain or 45mm of rain - it’s just going to be bloody wet and there might be some flooding, so bring your wellies.

The same is needed in digital marketing - advertisers are often not aware that there’s a storm at all, they need a weather warning:
Amber alert: you’re wasting money in the wrong markets
Yellow alert: Pmax is cannibalising all your Search ads

You get the idea.

That’s why I love what we do at Percept - we alert our clients to the issues in their campaigns - but we don’t just alert them, we show them how to fix them, and we get into all of the details that I also still keep my eye on in the world of weather, 30 years on.