Marketing Mix Extended:building a competitive scenario from Web 2.0

1) The document proposes a marketing mix approach that extends traditional direct marketing to incorporate word-of-mouth (WOM) initiatives leveraging social networking. 2) It recommends identifying influential customers to target in a WOM campaign and measuring the resulting buzz, advocacy, and conversations generated through amplification over multiple generations of influencers. 3) The proposal estimates that targeting 10,000 influencers in a 6-week WOM campaign could generate nearly 50,000 conversations and nearly 5,000 new customers through trial conversions and amplification effects.