Wait-Marketing and Contextual Advertising

Lacking of adapted measurement tools, companies often consider communication as a cost center instead of an investment.
Marketing & Communications Integration proposes a tool enabling companies to measure the impact of their communication strategy for all communication channels. This method, called Market ContactAuditTM, has already been adopted by many top agencies like Mediaedge :cia, TBWA or Starcom MediaVest Group.
Each contact has a marginal contribution, that may be positive or negative, on the overall consumer experience with the brand.
The objective is then to optimize the contacts portfolio and by doing this to refine the communication strategy in 2 easy steps:
1. Ranking the opportunities of contact depending on their contribution to the overall consumer brand experience
2. Improve the contact portfolio vis-à-vis competitors' ones
Companies can compare at last the return on investment of their communication campaigns with a cross-channel tool, embracing media, promotion, direct marketing and public relations activities.
That's exactly what Procter&Gamble did in Europe for one of its beauty&care product by focusing on the most effective channel: advertising in doctor's waiting rooms!

Diana Derval
Wait Marketing guru