Wait Marketing and Contextual Advertising

At the end of this post, you will be able to design and implement an effective Wait Marketing campaign with a clear objective, a well-defined target and an adapted message delivered at the right moment at the right place.

The 6Ms of Contextual Advertising—Mission, Means, Message, Moment, Media, and Measurement—will guide you throughout this challenging task, from the definition of the objectives to the measurement of the results.

Prof. Diana Derval, MBA
Author of the book Wait Marketing
President, Research Director of DervalResearch

Source: Diana Derval, Wait Marketing, DervalResearch, 2007. 5Ms of advertising, enriched by the missing M: the Moment.

Saab can't stop innovating! The swedish car manufactur just presented the 9-X Air BioHybrid - brilliant concept car - at the 2008 Mondial de l'Automobile in Paris.

The 9-X Air BioHybrid proposes a soundproof passengers compartment and a smart retractable top that easily folds and disappears into the trunk.

Saab's ingeniousness has recently also been demonstrated in the promotion field. The brand simply called the businessmen and women on their way to Arlanda airport (in Stockholm) to offer them a ride in a Saab instead of having to pay a taxi.

This is an awesome example of Wait Marketing :)

Regards,

Prof. Diana Derval
Author of Wait Marketing
President, Research Director of DervalResearch