5. Conclusions
Weber puts it that the benefits of marketing to the social web should
be apparent. With the advent of the social web, the new marketing
means segmenting by what people do and feel. Vollmer and Precourt
note that the old marketing models are rapidly declining in value.
Refinements in marketing efforts can be made in real time on digital
media. Woerndl et al. say that viral marketing communication aims
to create an environment where customers and consumers transmit
messages without the involvement of the original source. Lindgreen
et al. maintain that companies should choose carefully which customers
should first pass on a viral marketing message. For viral marketing
to work there must be something uniquely powerful about the
message.