Nowadays is not a matter of if you use the internet, but how are you using it!
Users have taken control and companies are being aware of this and trying to make the most of it.
If your product is good, let them spread the message!
Social Media will soon take over traditional marketing. It probably has already... Platforms where the user has control and can input their oppinions or other data inmediatly and by themselves are massively expanding. And even more, they are usually FREE!
Here are some examples:
There are lots more, you just need to see which ones will be best for you!