...wouldn't you rather know who your customers are rooting for?

...wouldn't you rather be able to address your customers by name?

...wouldn't you rather hear what your customers have to say?

...wouldn't you rather reach people near the store, at the store or while they are checking out?

...wouldn't you rather know exactly how effective your ad was in real-time?

...wouldn't you rather be able to target your customer's friends as well?

...wouldn't you rather go to sleep at night knowing you didn't just drop $3 million on a :30-second question mark?

Just something to think about, now that the Super Bowl is set. On Feb. 6, all eyes will be on the Green Bay Packers and Pittsburgh Steelers...and those precious, precious commercials. But today's best ads don't need to be bigger, splashier or filled with talking babies or monkeys. Ads can be smaller, scalable and filled with personalization and unique offers.

Super Bowl ads are far from dead, but idea that a Super Bowl ad is the end-all, be-all is. The game has changed. The most effective ads are just a part of a more interactive (read as "two-way") campaign.

Don't be a cheerleader, shouting into the void. Be a fan in the stands, talking among the people.