Meanwhile, Facebook has gone from cool collegiate exclusivity to the most ubiquitous social channel in the world.  Recently, Facebook revealed that it would amplify its existing e-commerce ads to account for showcase shopping ads.  Just like Google, Facebook is taking advantage of their online resources to help advertisers push more merchandise just in time for holiday shopping.  The new ad format allows advertisers to display one main picture with several product images that would, ostensibly, have their own unique landing pages.  This gives the potential consumer a broader understanding of what the retailer may be selling and what's specially priced.

Pandora's box is open and there's no going back. Linking a bank account to everyone's personal Facebook page isn't far off and this may raise security concerns all over the world, but for now, social media will undoubtedly see a rise in sell-through, especially with reasonably priced impulse buys.  It will continue to command an ever-increasing amount of your advertising budget as their ads evolve in terms of what can be done with them creatively and who can be targeted strategically.  Currently, only a few heavy hitters are testing out the new format, but look for a wider roll-out soon with other companies following suit in 2017.  Admittedly, I laughed derisively when some people claimed that Facebook was coming for Google.  Well, it appears that not only do they want to compete with Google, but with Amazon and Alibaba as well.  What's more is that they seem to have the golden touch right now and I wouldn't put anything past them.

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Because many companies see the World Cup as an opportunity to showcase their business on a global scale, the creative is top-notch.  This may be one of the reasons that the ads resonate with women more than with men, although the viewership skews more male than female.  

In an event that showcases superstars like Messi, Suarez, Neymar, and Ronaldo…this is your opportunity to make your business the hero.  YOU'RE the superstar.  Now is not the time to do a human interest piece that tugs at your heart strings.  Promote the brand early.  

Unexpected ads that work within the context of the World Cup seem to gain traction among viewers.  The popular ” I believe that we will win” chant that the USA has adopted, might be a good example of how a business might pair nationalism, fanaticism, and product placement if it fits with the brand.  

Celebrity endorsements are hit and miss.  It would take a global superstar with incredible recognition for this to work they way people are accustomed.

Finally, clarity of vision is paramount.

So, there you have it!  Take these tips and corner kick them to your best play-maker for a game-winning header and enjoy the fruits of your labor!

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Typically, when this topic is discussed, proponents of net neutrality mention how consumers will not be given equal access to internet content such as streaming services unless the website or the consumer pays for it. They argue that smaller websites who cannot pay outrageous fees to keep their content accessible will fail. Freedom of internet speech will be given only to large corporations with enough money to pay for it. This is true, but not the only problem. All small businesses, not only those in entertainment, will be hurt if the internet is not kept open and accessible.

Smaller marketing firms, and by extension other small businesses, will be hurt tremendously if net neutrality ceases to exist. Small businesses often rely on the internet as a cost-effective form of advertising. The internet allows small businesses to reach people around the world at a much cheaper rate than traditional media. If net neutrality is abolished, small businesses will no longer be able to compete against large corporations for cheap ad-space on the internet. Large corporations will have the money to advertise on sites that are more accessible to consumers. 

In short, this is a very big deal.  Just ask Netflix…who had a brief fallout with Comcast…their streaming content was streaming noticeably slower until they reached a compromise with the internet service provider.  Lo and behold, in February, they began to see an immediate improvement (or perhaps just restoration of where it once was) in streaming speed.  Netflix was literally held hostage by Comcast until its demands were met.  It's naive to think they playing field will ever be completely level, but steps should definitely be taken to ensure that we're doing all we can.

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The World Cup trumps even the Olympics.  It is a month-long event that takes place in the summer and televises the world's most popular game to an international audience.  Corporate sponsorships are priced ~$75 million per sponsorship.  That's nearly 20 times the cost of a Super Bowl ad, BUT this includes a lot of bonus spots and a confirmed number of spots that eclipses 400.  This puts increased pressure on agencies and corporations to keep their message fresh because no one wants to be diluted with the same commercial over 400 times for a month.  

The Olympics offers more competitive rates over a sustained period, but ratings will likely diminish based on time of day, event, and so forth…Figure skating may not appeal to a younger audience, whereas snowboard superpipe may not appeal to an old crowd.  

The trick to determining whether or not to advertise during one of these highly visible sporting events is to do some thorough cost analysis and opportunity cost analysis and decide which suits your target demographic best.  Will the impression you get with a Super Bowl ad give you the frequency you want?  Will the frequency you get with a World Cup or Olympics ad reach the number of people you want it to reach (think Croatia vs Cameroon in the WC or Curling for the Olympics)?  

Regardless of what happens, the CPM will continue to rise and so will the price for a single spot (as high as $10 million/ 30 seconds for the Super Bowl by 2040).  Why does this happen?  It's not just because of the VOLUME of people reached, but the quality of ads increases on the world's biggest stages.  During the Super Bowl, people don't turn the channel, the viewership of advertisements actually EXCEEDS that of the game itself!  Exciting times indeed….

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These cost-cutting measures and outsourcing are GOOD.  It allows American entrepreneurs to thrive where they would otherwise flounder by keeping production costs low.  It also allows small businesses and corporations to build international relationships and share their product on a global scale simply by exposing the people who create your product to something that isn't often seen abroad.  If all labor was granted to American employees, we would be hindering market equilibrium and trying to control something that's beyond our means.

 We have become a service industry and a country of innovators.  We're the idea people.  We have reached for the next rung of the ladder of the economic hierarchy, and it's strange to hear people crave regression.  We must not get complacent, and we mustn't falsely assert that protectionist measures will liberate us from the shackles of the free market.  

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You could be strolling down the beach, basking in sunshine while ordering a new grill for Labor Day.  Even GM is rolling out a new application that would allow savvy consumers to trade-in their car, and take delivery or test drive a new car, all without bothering to get dressed in the morning.

 I already order all of my take-out online when I used to phone it in.  Further innovation will herald the dawning of a new Kondratiev Cycle that could yield innovations in every single industry on a global scale, and this would represent a huge boom for the logistics industry, with higher levels of import/export and international shipping business.  It would also mean smaller businesses could level the playing field a bit.  For instance, I love the asadero cheese from the Licon Dairy in San Elizario, Texas.  I encourage everyone to find a niche product that you absolutely love, and see if it's available for international shipping.  What an industrious age in which we live!!!

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In the recent past, Greece was in financial jeopardy and although a relatively insignificant player in the global economy when you consider heavy hitters like the U.S., France, India, Brazil, China, etc…, it had immediate ramifications that resounded across the world due to the interconnectivity of economic interests and Greece's proclivity toward nationalistic pride and threats to break with the Euro.  

I would expect AT LEAST that kind of impact on the world market as resources are re-allocated to quell the disturbance in Syria.  These are uncertain times and uncertainty can lead to panic, especially by those who are expected to lead us economically because they tend to protect their own interests first.  So in the best interest of fear-mongering, strap on your kevlar vest, continue to go to work, and just act like nothing is happening because chances are your day-to-day will not change.  

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There IS a grey economy which some people will recognize as being paid under the table in cash without having to pay state, local, or federal taxes and various social welfare programs.  This is not what a lot of people would call “illegal” so much as it's frowned upon, and THAT is where the grey part comes in.  There are no clear cut lines as to whether or not something is permissable so it goes on unchecked.  This generally isn't a problem with small sums of money, but if a CEO who made 7 million dollars per annum were to get paid entirely in cash, there would be one more corporate casualty.  

Believe it or not, many foreign economies thrive on the grey economy because they don't have NASDAQ, or the DOW, or the HSI telling them what their product is worth, but leaves it to the consumer.  Think of it like going to a market or bazaar and the price can be negotiated upon, or like a person to person auction.  This can maximize profits, but the price isn't always even across the board, but allows for fluctuation.

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