Wait Marketing and Contextual Advertising

White Paper: "Wait Marketing Goes Online" by Diana Derval, 24th of January 2007

Download the complete White Paper here : Wait Marketing Goes Online

Communicating with consumers while they are waiting is a powerful and consumer-friendly approach, recommended to start or maintain client relationships.
Online marketers can grab the opportunities offered by this new approach, called wait marketing, to develop affordable and effective marketing campaigns on the Internet.
By understanding their potential and existing clients’ behaviour and interests, brands will make sure they deliver the right message at the right moment on the right online media.

COMMUNICATING WHILE CONSUMERS ARE WAITING IS MORE EFFECTIVE Inspired by the success stories of GoogleAds and Metro, newspaper conveniently placed at the disposal of consumers in public transport, more and more marketers design and implement wait marketing campaigns.

Wait marketing consists in communicating with consumers while they are waiting, a context in which consumers have proved extremely receptive to advertising.

Wait Marketing Is Synonym Of Greater Impact and Major Budget Savings
Marketers achieve greater impact and major budget savings by communicating with their potential and existing clients while they are waiting.
• Interaction is welcome.
• Message has a greater impact.
• Marketers can achieve major budget savings.

The Perfect Opportunity For Online Marketers
Wait marketing gives online marketers, currently facing the Internet media paradoxe, the perfect opportunity to start and maintain client relationships in a very effective and consumer-friendly way.
• The Internet media paradoxe.
• Consumers spend nine minutes per day waiting online.
• A win-win approach.

SUCCESSFUL ONLINE WAIT MARKETING IMPLIES A RIGOROUS MEDIA SELECTION
Best practice in implementing online wait marketing campaigns is communicating at an appropriate moment - while consumers are waiting - on consumers’ favorite media. Consumers’ sociodemographics and their affinity with the brand will help marketers refine the online wait marketing plan:
• An appropriate context increases conversion rates.
• Using consumers’ favorite online media is the key.
• Consumers’ sociodemographics can help pick up the right media.
• Affinity with the brand increases consumers’ response.

RECOMMENDATIONS
COMMUNICATE AT THE RIGHT MOMENT TO MAKE THE MOST OF ONLINE MARKETING
Online wait marketing is powerful - because it goes beyond addressing the right target audience - but implies a good knowledge of consumers’ behaviour and interests in order to identify the best moment to communicate with them.
• Communicating to the right target is not enough!
• Identify the best moment to interact with consumers.
• Deliver the message at the right moment on the right media.

Download FOR FREE the complete White Paper here : Wait Marketing Goes Online