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.

1. Identify and discuss at least one emerging technologies and one alternate (social) media tools used in engaging with consumers. Give example in each instance.

2. Discuss why effective use of alternative marketing practices can be especially advantageous for smaller to medium sized firms in the consumer products and services industry.

Please post your initial response to the TD and at least one response to another student's post. Make sure you cite your source(s).