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The marketing game has changed. Long gone are the days when ad program were created for free-to-air TV advertisers. People spend most of their day on the phone, so advertising must be online. Not only that, but the "early bird gets the worm". If you have a new marketing idea and put it on the Internet first then you win with rising sales. The new marketing concept that leads to sales is spread quickly through social media. Marketers must not only be in the game: they need to be ahead of the game. New ideas win out. Replicating the old ways of doing things no longer works. Any perceived barriers are avoided by buyers and you lose out on sales. Economics used to presume that consumers were all knowing about prices. Today, they really do know the price of things. They may look in the big stores. However, they usually buy online. Buyers really analyze the advertisers message now. They look for "catches" in ads and ignore them moving on to buy elsewh