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Advertising is – and always has been – an ever-changing and evolving way to market goods and services.  As new types of media have developed over time, advertisers have had to make the leap from newspapers to television to websites as marketing platforms.  Yet, there is a new type of advertising that is proving extremely useful to companies: social media influencers.

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This Sunday the New England Patriots will be facing the Los Angeles Rams in Superbowl LIII in Atlanta, GA. For the uninitiated, the Superbowl is the championship game of the National Football League (NFL), which is the highest level of professional American football in the United States. In addition to being the biggest day of the year for die-hard football fans, the Superbowl is also a peak time for advertisers around the globe.

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This is the fifth post in a five-part blog series focused on future trends in business.

Advertising has evolved from traditional print, television, and radio ads to today's multi-channel mobile and online media campaigns. With more data being collected and analyzed than ever before, many aspects of advertising have become integrated and therefore more apt at addressing consumer needs. The future of advertising lies in the connectivity of our devices and in the data derived from our activity. This post will explore the effect these advancements have on consumers and highlight opportunities for businesses.

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In the United States this weekend, the country’s biggest event on television, the National Football League’s Super Bowl, will take place. The Super Bowl has become known not only for the play on the field, but also for the advertisements that accompany the television broadcast. For just 30 seconds of air time, a company must pay $5 million for their advertisement, an incredible price that is justified by the huge television audience and the Super Bowl’s unique focus on commercials. In today’s blog post, we will take a look at how and through what channels companies try to engage the general population.

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Do you ever wonder how, or to what extent, your online activity is being tracked? While browsing the internet, ads often pop up on the sides of webpages that are suspiciously similar to recent searches or website visits; this happens because internet activity is tracked and gathered through cookies placed by first or third-party trackers. Third-party trackers first appeared in 1998, and their presence has been steadily increasing ever since. Are cookies placed by trackers something we should be worrying about?

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The Internet’s impact on international business has been incredible. Nowadays, companies invest large sums of money to grow their business through the internet, and it is normal for a business to be based solely on the web. The Internet has allowed companies to market their products to consumers halfway across the world and has helped connect employees situated around the globe. One of the major features of the internet has been its openness and free content, a business model mainly made possible by advertising revenue. The recent rise in popularity of ad blocking software is threatening to change this model, potentially impacting businesses operating around the world.

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In an increasingly competitive business world, continuous technological advancements are providing businesses with more opportunities to get ahead of the curve. Specifically, geo-location is starting to become a big asset in helping businesses grow by giving them greater market reach. Successful businesses can only grow if they strategize to meet consumer demands that require services to be fast, reliable and relevant. Geo-location is able to fulfill this criterion because of the wide use of phones, tablets, and computers, but the collection of this sensitive data also pressures businesses to be cautious in their approach.

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Advertising strategies have greatly changed in the past 10 years as globalization spreads to every corner of the world. Companies with high local prestige now attach large importance on expanding their overseas markets with the hope of receiving great returns. Problems often arise in advertising when cultural differences are disregarded. Often culture is overlooked as simply expanding the brand name in foreign markets becomes the major obsession of the manager. This blog will briefly discuss major issues associated with international advertising and will also provide possible solutions.

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With the recent December announcement of music streaming service Spotify launching a free and ad-supported version for mobile device users, it is inevitable that the music industry will begin to see some changes in the near future. In recent years, the revenue accumulated from the purchase of physical music albums has decreased rapidly, but its competitor of digital downloads is also being impacted negatively with the rising popularity of music streaming. As a consequence of this, US digital track sales decreased for the first time ever last year.

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With millions of people using the Internet each day, the World Wide Web has been a very important place for companies looking to market their products. Online advertising has followed a fairly standard path as Internet uses evolved over the years. Marketers first bought digital ads and then went even further by building their own Web sites to promote their products. These marketing tools are still being used but a new factor is beginning to change the way companies advertise online. That factor is social media.

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Do you ever wonder why Facebook and websites always manage to have ads that seem very specific to you? Originally it was the cookie that tracked what you did, where you went, and how you used your internet. After that big scare many people started deleting their cookies every time they surfed the internet. Now? Facebook had the novel idea of the “like” button. Every time a person “likes” something, “magically” they will start seeing more ads geared towards that interest. The next step you ask? The digital fingerprint.

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At a large annual conference of marketing, the words “tweet”, “fans” and “like” were used almost as often as “touch points”, “benchmark” and “prioritize.” Why? The reason for this is rather simple: The importance of social media is expanding considerably in today’s modern business world. Holding its 100th anniversary meeting, the Association of National Advertising discussed marketing gains by companies that are using social media to amplify their brand name and advertise more effectively.

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India, being known as a country inclined to new technology, has added yet another innovation to its inventory—a talking newspaper advertisement. When readers opened to the last page of a popular Indian newspaper, a voice began to talk resembling a radio commercial. The source for this surprising advertisement was a light-sensitive, voice activated chip that encouraged readers and listeners alike to buy a new Volkswagen sedan. Weighing only one ounce, this paper-thin chip is a groundbreaking design. This “talking newspaper” can change the way print media is viewed and provides businesses a new way to communicate their messages with customers.

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With 32 different countries represented, and almost the whole world watching, the World Cup is a hot spot for advertisers across the globe. While FIFA is exclusive with who is officially sponsoring the tournament, other companies are still trying to get a piece of the action. The six main sponsors of the World Cup are Adidas, Coca-Cola, Emirates Airlines, Hyundai Cars, Sony, and Visa. There are also several other sponsors that are not as prominently featured at the tournament. 

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We live in a world full of advertising. We see it on billboards, on TV, in the newspapers and online. The last time I went to the grocery store there were even LED advertisement screens hawking goods at the end of every checkout lane. Is there no place sacred anymore?!