Wait Marketing refers to a marketing technique coined by Diana Derval  that consists in interacting with consumers where and when they are available and receptive: while they are waiting. This includes contexts like in the doctor's waiting room, in traffic jams, on social media platforms, at the airport, in the train station, and while standing in a fast-food queue or in stores.
- Auvray-Pagnozzi, Babette (2012): Langue de Pub. Editions Eyrolles.
- Beate Braun, Peter Jablonka, Michael Nicolai (2011): Facetten des Konsumenten- und Käuferverhaltens in Theorie und Praxis. Volume 59 van Wismarer Schriften zu Management und Recht. BoD – Books on Demand
- Derval, Diana & Menti, Mario (2008): Virtual Sofa: Wait marketing in Second Life. ESOMAR. Innovate! Conference, Copenhagen.
- Poynter, Ray (2010): The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers. John Wiley & Sons.
- van Hagen, Mark (2011): Waiting Experience at train stations. Eburon Academic Publishers. Delf t.
- Eastin, M.S., Daugherty t. & Burns, N.M (2010): The Handbook of Research on Digital Media and Advertising: User Generated Content Consumption.
Is It The Right Moment For Wait Marketing? A book by Prof. Diana Derval (Author) , David Gardener (Editor) , and Vlad Kolarov (Illustrator)
Sales professionals always start their phone calls with the question: Is It The Right Moment? They know it is useless to talk to a prospect who is not receptive. So why are the brands pushing commercials without even checking if their target customers are ready to welcome them?
Wait Marketing consists in interacting at the Right Moment while customers are waiting in the doctors waiting room, in traffic jams, while roaming web communities, at the airport boarding area, in the train station, or while standing in a fast-food queue.