The virtual sofa – wait marketing in Second Life
Diana DervalMarketing and Innovation at the University of Wales MBA/Robert Kennedy College, ESSEC Paris-Singapore Business School and Derval Research, Netherlands
Mario MentiSolutions Architect, Global Market Insite, Inc. (GMI), United Kingdom
INTRODUCTION
Research conducted in the United States and Europe confirms that consumers are twice as receptive to communications while they are waiting (Derval, 2007). This approach is called wait marketing, because consumers consider advertising in that specific context as entertaining. A TV commercial, for instance, will be remembered by 17% of consumers when viewed at...