As companies begin to realize the value of the Internet as a primary component of their
communications platform, they are correspondingly beginning to leverage alternative marketing practices
that are more cost-effective and more efficient at actively engaging with consumers, than traditional
advertising channels. While the use of social media, guerilla tactics, and experiential campaigns are
becoming more prevalent, best practices surrounding the strategic execution of these ever-evolving
marketing tools and their incorporation into an integrated marketing communications (IMC) approach has
not yet been robustly identified.
The effective use of alternative marketing practices can be especially advantageous for smaller to
medium sized firms in the consumer products and services industry, which oftentimes lack the resources
that are necessary for employing traditional forms of advertising. When integrated through a social media
platform, viral, guerilla, and events-based marketing are cost-effective promotional options that can also
deliver measurable business results. When developed in accordance with a company’s overall strategic
objectives, a smaller firm not only has the ability to communicate its message to its target audience, but
also the ability to begin to cultivate meaningful relationships with its consumers.
The purpose of this paper is two-fold: firstly, it will provide insight into the current best practices for
the formation and execution of alternative marketing strategies, specifically in terms of word-of-mouth
(WOM) marketing strategy, marketing communications, and social media marketing. Secondly, it will
develop a managerial model for alternative marketing, geared toward small to medium sized
entrepreneurial firms in the consumer products and services industry.