Mass marketing , the basic definition is:
An attempt to pull the entire market with a basic marketing strategy utilizing mass distribution and mass media. It is opposite of niche marketing. 

After basic definitions mentioned, then I will try to explain a little about the mass marketing. Maximum spread of mass marketing is advertising your product or service to all consumers or potential consumers. Mass marketing is the reverse of niche marketing. As you know, niche marketing is the activity of advertise and market the product to the particular market or a specific target. A niche is a segment of consumers who were identified through research whom most likely to buy your product or service. I have explained in an article identifying a niche market.

In mass marketing, a product that many people want or need is a mass of fast moving products such as soap, toothpaste, bread, soft drinks and other household items that are advertised to an mass audience.

Things which are very important for achieving success in reaching more consumers are mass communication. 

Origin of mass marketing is at the end of the 20th century when new technologies such as television and radio became very common in the community. At that time, advertisers can reach potential customers at large. Broadcast technology is a channel used by the mass marketing, for example at this time is the mass email marketing.

Summary:
The core of the mass marketing is a mass communication.

To achieve all the different audiences need different forms of media, hence the focus on the needs of consumers and potential consumers.

Example:
Newspapers need strong communication through written words and supporters such as photos.

Radio needs a strong communication through aggresive speech.

TV needs strong communication through images and visuals.

In conclusion, beside niche marketing, you can implement mass marketing for your alternative marketing strategy.