When I think of brands that really have their app strategy nailed, The Weather Channel is among the first that come to mind. They may have started on all-access TV nearly 35 years ago, but the company has evolved into The Weather Company, an IBM Business, with a digital and technology focus. The Weather Channel brand places mobile at the front line of their business. They now boast the #1 downloaded weather app in the App Store. In fact, our Mobile Marketing Scorecard ranks them in the top 3 percentile for visibility and reach.
So what’s their secret? We caught up with Allison Guidetti, Director of Product Marketing for The Weather Channel and asked her to share their learnings.
Unify Your Email and Push Strategies:
To Build Amazing, Seamless Customer Experiences ➤
We have another product that just launched called the GoRun forecast. It lets you actually personalize based on how you like to run and what conditions you like to run in. You know, 10K runners have different needs than 5K runners, so it uses data science to predict the best time of day for your workout.
I don’t just want to be the “world’s most downloaded weather app.” I want to be the app that people in the U.K. go to. I want to be the app that the U.S. goes to. I want to be the app that Germans go to. So I think by each market, what are those customer need states? What is the competitive landscape like? What’s the right product to focus on in each market? Maybe it’s not our app, but it could be our mobile website. So, when it comes to scaling globally, it’s really about starting at the beginning and understanding the competitive landscape in each marketplace, then understanding how your brand can fit in and solve problems for those customers.
Curious how your app can be a leader in your industry? Schedule a free consultation with our Mobile Marketing and Engagement experts to outline your path to success.