Focus On Digital Marketing Types
The focus of this page is to attempt to explain the different digital marketing types and to give a brief explanation of each of these. This is a broad and ever-changing topic so I will try to make updates as changes occur in the future.
Many things have changed over the past 28+ years and they continue to change at a rapid rate. Ever since the invention of the World Wide Web in 1990 we have gone from only 15% of households in North America having a computer in the home to 90% with at least one computer and many having 2 or more computers. Today, since the advent of the mobile phone the world has truly become connected. It is hard to go anywhere in the world without seeing a mobile phone.
Digital marketing is simply getting a message about a product or service in front of a targeted audience using digital technologies which includes the internet, mobile devices and mobile phones. This can also include other mediums used in display marketing such as television advertising and electronic display boards. Digital marketing has become the most cost-efficient and best way for businesses to get their messages to the right audience. When looking at all the different Digital Marketing Types it is easy to see why digital marketing is so effective.
EXPLAINING DIGITAL MARKETING
I explain marketing like this – think of the world as the ocean, and when you look in that ocean there are all kinds of fish. Now when it comes to catching those fish you need to come up with some ideas on how to catch the fish. In this scenario the fish you want to catch are the target audience and the marketer is the fishermen. Some fishermen are going to use large nets that try to catch everything while others are the sports fishermen who use specialized equipment and bait to attract a specific type of fish. Just as we can divide fish into many categories so it is with marketing. Some may categorize fish based on their size while others may divide them by how they taste and yet others by how they look. In marketing, we may categorize based on how the message is delivered while another may be based on how the message is received by the target audience.
The point is there are many ways to approach this subject but we will be using the technology used to deliver our marketing message as the method to categorize digital marketing types (or forms).
Based on the technology used there are 3 main types of Digital Marketing. These categories are broad and they do not have well defined boundaries.
- Offline (digital) Marketing
- Mobile Marketing
- Online Marketing
Offline (digital) Marketing
Simply define Offline Marketing that is advertising a product or service not using the internet but still in digital form or media.
- Electronic Billboards & signs
- Television Ads
- Radio Ads
Mobile Marketing
This is the marketing strategy of reaching our target audience as they are living in their day to day activities. Since these devices are with people as they move about and are with them constantly, they are conditioned to receiving messages and interacting with these devices. It makes them the perfect technology to market services and products and makes our audience much more accessible. The different methods for Mobile Marketing are:
- SMS Marketing
- Marketing with SMS (short message service) is a permission-based text messaging promotion to a targeted audience to spread messages about special deals on products or services. Customers are usually required to opt in before receiving any promotional text
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MMS
- Marketing MMS (Multimedia Messaging Services) marketing allows messaging through timed slideshow, images, text and video. With new smart phones most mobile subscribes are capable of receiving these multimedia messages.
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Push Notifications
- This is a message that can pop up on a mobile device. It is delivered by means of an app that has been downloaded onto a persons’ mobile device. It appears like an SMS message when in fact it is being sent through the installed app.
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App-Based Marketing
- With the strong growth of the smart phone so the growth of customized apps which help promote businesses products and/or services.
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QR codes
- By scanning a QR code it allows an action to be easily taken by a mobile device. The action may be any type of promotional material from discount codes to dialed phone numbers for ordering products. Any number of actions are possible by use of this technology.
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Proximity Marketing
- Allows the broadcast to all mobile users” in a specified geographical area. By using this technology a business can send a text to all their customers in the area of a special promotion they are having.
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Location-based Services
- The cell-phone provider gets the location from the GPS chip built into the phone. From knowing the users’ location the special promotions for businesses in the area can be seen by the potential customer.
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Ringless Voicemail
- Businesses are now able to leave voice mail to a mobile phone without ringing the line – When the Phone user checks messages they are delivered special offers by the business through a voice message in their voice mailbox.
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In-game Mobile Marketing
- Businesses and brands are delivering promotional messages within mobile games to drive consumer engagement. Advertisers pay to have their products and brand featured in the mobile games.
- Businesses and brands are delivering promotional messages within mobile games to drive consumer engagement. Advertisers pay to have their products and brand featured in the mobile games.
Online Marketing
The vast majority of innovations in marketing has been driven by the advent of new technologies. Where Mobile makes everything accessible from our current location so the internet has given us access to all kinds of information and has interconnected our lives.
There are new forms of marketing being tried daily, here are some of those being used on the internet.
The following is a list of the broadest categories in which most marketing efforts on the internet will fall into. This list may not be complete, but these five categories will encompass 90% of the marketing being done on the internet today.
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Affiliate Marketing
- This a marketing strategy where marketers are paid a commission based on a sale or action by a customer. The way it normally works is a merchant will list a set of products with an affiliate network -This network will attract both merchants and affiliates to their network -The affiliate will choose the items to promote and will then market them to potential consumers – Once a consumer purchases a product or takes a desired action the affiliate marketer will receive a commission. This scenario can vary as some merchants run their own affiliate programs, but the end result is the same.
Merchant >>> Affiliate Network >>> Affiliate >>>Audience
(product or service) (Marketer) (Customer)
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Brand Marketing
- The focus of this marketing strategy is to promote a name, term, design or some other feature that distinguishes a business, product or person in the eyes of their target audience. In this case many of the marketing methods are employed listed below but again the focus is always to enhance the brand.
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E commerce Marketing
- Many online businesses are creating online stores and many of these have no physical presence. The focus of these online stores is to bring online traffic to their store with the hopes that the audience they have captured will be interested in the products or services that they are selling. In order to do this better these online stores use many marketing strategies including brand marketing and affiliate marketing.
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Local Business Marketing
- These are businesses that normally are established with a physical location or locations. This can vary from our local plumber to large retail chains such as Walmart or Best Buy. These businesses often employ marketers to carry out online marketing strategies to enhance sales and promote their brand across the internet. In many cases these strategies must be concentrated in local area(s) where the businesses are located.
This marketing strategy is a multi-level process. On the first level the marketer must market
their services and or products to the businesses. Once the business accepts the services of a marketer, the 2nd level of marketing can begin. On the 2nd level the marketer will bring the businesses products or services to a targeted audience within a defined area
Level 1- Marketer >>> Local Business
(marketing services)- Level 2 (marketing for business)
Marketing Services >>> Target Audience
- Level 2 (marketing for business)
- Marketer >>> Local Business
- These are businesses that normally are established with a physical location or locations. This can vary from our local plumber to large retail chains such as Walmart or Best Buy. These businesses often employ marketers to carry out online marketing strategies to enhance sales and promote their brand across the internet. In many cases these strategies must be concentrated in local area(s) where the businesses are located.
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Multi-Level Marketing (MLM)
- This is Affiliate marketing with a twist. This type of marketing produces revenue off of two main income streams instead of one. The first is produced off the commissions from the products that
are sold through their own marketing efforts just as it is in affiliate marketing. The second is from a compensation plan devised to compensate the marketer off the sales made from the participants that have signed up for the program under their “down line”.These MLM strategies do not do well statistically as only the top earning 5% stay with the program while over 50% of participants drop out after the first year. They normally instruct participants to sell and recruit participants from relationships they currently have such as family
members.
Studies by independent consumer watchdog agencies have shown that between 990 and 999 of every 1000 participants (i.e. between 99.0% and 99.9% of all participants) in MLMs in fact lose money – Wikipedia
3 reasons MLMs may not work well- 1 – The commitment level of participants is low
- 2 – Methods of recruitment make for unrealistic expectations.
- 3 – Making revenue off the efforts of others in this manner leaves participants with a feeling of unfairness.
- This is Affiliate marketing with a twist. This type of marketing produces revenue off of two main income streams instead of one. The first is produced off the commissions from the products that
Methods Used For Marketing Strategies
.To accomplish the above marketing strategies the marketer may employ any number of the following marketing methods to reach their audience. Again some of these methods overlap or encompass other marketing methods but are all important terms that are worth understanding.
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Article Marketing
- This is the distribution of articles to a range of article directories, forums, and newsletter publishers to get exposure for a brand, product or service.
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Blogging
- A blog is an informational website used to establish a business, brand or person in an informal and personal manner. Normally blogs are used like a diary and new information is posted to the site on a regular basis. This is often considered the Hub of a person, brand or business where others can come to find the latest promotions or messages. Blog posts can be shared on social
networks to allow an even greater reach of our message and content. The comments section under the post can be used for meaningful conversations with our audience.
- A blog is an informational website used to establish a business, brand or person in an informal and personal manner. Normally blogs are used like a diary and new information is posted to the site on a regular basis. This is often considered the Hub of a person, brand or business where others can come to find the latest promotions or messages. Blog posts can be shared on social
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Content Marketing
- Content Marketing is a broad term for sharing material and content used to
generate interest in a product, service or create brand loyalty. The content needs to be valuable or interesting information and can be delivered in a wide variety of formats. This form of marketing is used to build trust and a rapport with our audience while delivering our message. Many types of marketing methods can be used in this type of marketing….. Note in this method you are NOT direct selling to our audience instead you are creating interest that will influence them to visit and later become a customer.- Article Marketing
- Blogging
- Email Marketing
- Social Media Marketing
- Video Marketing
- Image Marketing
- Press Releases
- Infographic Marketing
- Web Conferencing – Presentations
- Content Marketing is a broad term for sharing material and content used to
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Email Marketing
- Email marketing began back in 1978 before the inception of the internet and has been used to create some of the marketers best results. Even today it is considered an indispensable tool by marketers to stay in close touch to their target audience. It is probably the oldest and cheapest forms of digital marketing. With the use of Mobile devices becoming the primary choice for communication, emails can be triggered based on location and user behavior.
- The downside of using email is the heavy regulations that have been placed upon it. Due to overuse and misuse by marketers governments have set forth stiff penalties for people who misuse emails and produce spam.
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Info-graphic Marketing
- To create images that help convey our message, add our message with the images and post to our favorite social network. Info-graphics should always be made with the intention to GIVE value and not about a specific brand, product or service. Instead, it is used as a means to build interest and relationships with our audience.
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Press Releases
- A Press Release is a newsworthy story written for the news media for the purpose of announcing something newsworthy. It needs to be written in a way that will cause interest and be informational and will be carried by the news media. The press release can be very
effective in raising awareness of our brand, products or services. It can also be a very effective tool in doing SEO for our website.
- A Press Release is a newsworthy story written for the news media for the purpose of announcing something newsworthy. It needs to be written in a way that will cause interest and be informational and will be carried by the news media. The press release can be very
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Relationship Marketing
- This is type of marketing is used to build trust and build long term relationships with the customers. The focus of this type of marketing is customer retention and satisfaction allowing them to have a long term relationship with the business or brand. Many of the same marketing methods will be used as in other marketing methods.
- Blogging – responding to comments
- Email Marketing
- Social Media Marketing
- Video Marketing
- Review – Reputation Marketing
- Web Conferencing – Presentations
- ……
- This is type of marketing is used to build trust and build long term relationships with the customers. The focus of this type of marketing is customer retention and satisfaction allowing them to have a long term relationship with the business or brand. Many of the same marketing methods will be used as in other marketing methods.
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Transactional Marketing
- This is marketing that focuses on building connections and bonds geared more towards making a sale. This includes many of the more aggressive sales tactics of using scarcity – “Limited Time Offer” or “Limited Number Can Be Sold at This Price”, or the”Mega-Bonus sale” or the “You will Miss Out if you Don’t Buy Now”. The goal here is to build relationships that target the audience in a transactional sense to encourage them to make a purchase and spend money. Again many of the same marketing methods can be used for doing this but the best methods are:
- Email Marketing
- Re targeting
- SEM
- Web Conferencing – Presentations
- This is marketing that focuses on building connections and bonds geared more towards making a sale. This includes many of the more aggressive sales tactics of using scarcity – “Limited Time Offer” or “Limited Number Can Be Sold at This Price”, or the”Mega-Bonus sale” or the “You will Miss Out if you Don’t Buy Now”. The goal here is to build relationships that target the audience in a transactional sense to encourage them to make a purchase and spend money. Again many of the same marketing methods can be used for doing this but the best methods are:
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Re marketing and Re targeting
- Re marketing is the process of re-engaging and reminding our audience about promotions and offers that they may have turned down when they were first presented the offer. This is a multi-touch method where it often takes several attempts to remind our audience of the offer. Different tactics are used such as scarcity as it is a limited time offer, or the limited quantity and the items will all be gone. Multiple email messages is the normal process of re marketing to our potential customers.
- Re targeting relies on cookies placed on the visitors’ computer while visiting our website. When the person leaves our site and are surfing the web our ads will appear as display ads reminding these visitors’ of our special offers and promotions. You have control of the platforms and sites that will show our ads such as Facebook.
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Reputation and Review Marketing
- This is the process of ensuring that a business, brand or person has a positive reputation built across the internet. This will include having positive reviews on review sites such as Yelp and social media platforms like Facebook and LinkedIn. Building a strong positive reputation online is an essential part of building a strong brand and helping to promote new business online.
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SEM (Search Engine Marketing)
- This is the promotion of websites through the combination of SEO and paid advertising. The goal is the same as SEO which is the visibility of websites in the search engine results and to ultimately reach page one of the search engine results. In this method you are adding an extra powerful tool to our marketing efforts and that is the addition of paid advertising. The term SEM
in recent years has gradually been used as the equivalent term for paid advertising.- PPC (pay per click advertising)
- CPC (cost per click)
- CPA (cost per acquisition)
- CPM (cost per thousand impressions)
- Re targeting
- Geo targeting
- Mobile
Search Advertising - Adwords
- Bing Ads
- … and more
- This is the promotion of websites through the combination of SEO and paid advertising. The goal is the same as SEO which is the visibility of websites in the search engine results and to ultimately reach page one of the search engine results. In this method you are adding an extra powerful tool to our marketing efforts and that is the addition of paid advertising. The term SEM
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SEO (Search Engine Optimization)
- website visible to the search engines. Using SEO as an effective tool for bringing our brand, products or services to our desired audience can give great rewards in the number of visitors to a website.
- This is the process of properly building websites to effectively make them more visible with the search engines. The goal of SEO is to have our website listed on the first page of the search engine. By being on the first page the website will become much more visible and will gain many more visitors’ to the website. There are many methods used for doing this but many are no longer effective as the search engines main goal is to serve the end user with the best content when a search is being done. It takes skill and knowledge of the latest SEO trends to keep a
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Social Media Marketing
- This is making use of social media platforms and websites to build a presence for a business brand or person that helps them to interact with their target audience in a more personal and relational manner. By building rapport with the target audience a relationship and trust is built making it easier to promote products and services to our audience.
- There are many social networking platforms that can be used.
- YouTube
- Google
Plus - Tumblr
- Delicious
- Digg
- Quora
- SlideShare
- StumbleUpon
- …… and many more
- Every social networking platform has its’ own set of rules and specialty for interacting with their members and how they help members to interact with one another. To use these social media
platforms properly our need to become a member and begin using these networking platforms.- LinkedIn – Specialty is towards business and building business relationships
- Facebook – Tries to be the social site that has something for everyone. From sharing images and videos to helping businesses to share their message.
- Google My Business – is used establish a presence for our business on Google Maps and allows you to have a business presence with Google.
- Google Plus Personal – Establishes an individual identity with Google and helps build communities called “Circles” allowing individuals to share ideas through hangouts, videos and discussions with one another.
- Twitter is to allow quick and immediate interaction with members that are connected.
- Pinterest – Specializes in sharing interests through images and videos by what is called “pinning”. Pinterest is used for curating visual content of others.
- Instagram – Is a photo and image sharing platform used for sharing our own content. This a more personal experience with a person, business or brand.
- YouTube – Focus on sharing of content through video.
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Video Marketing
- Video marketing is the incorporation of videos into our marketing campaigns to promote products, services or to build a brand. As it is important to engage and entertain our audience while getting our message across, video is the perfect medium for doing this. By adding video you increase our audience attention and can thereby increase our chances of them taking you up on our promotional offers. Video marketing is especially effective in building a brand and conveying a message. Popular video sharing sites are:
- YouTube is the most well-known video sharing platform.
- VIMEO
- Dailymotion
- Metacafe
- Veoh
- Video marketing is the incorporation of videos into our marketing campaigns to promote products, services or to build a brand. As it is important to engage and entertain our audience while getting our message across, video is the perfect medium for doing this. By adding video you increase our audience attention and can thereby increase our chances of them taking you up on our promotional offers. Video marketing is especially effective in building a brand and conveying a message. Popular video sharing sites are:
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Web Conferencing – Presentations
- Web conferencing is a powerful tool that allows a marketer to bring an interactive presentation directly to their target audience. Using this method a product, brand, business or person can promote their message live to a captured audience. This tool can easily promote the presenter into a position of authority and allow them to build a relationship with their audience.
As new platforms are formed and grow in popularity so the marketing channels grow with these changes. With these changes comes new opportunities and so the digital
marketing types and methods are ever growing and evolving.
PAID ADVERTISING
We briefly touched on paid advertising when we looked at SEM and it’s meaning. Below is a list of popular paid advertising methods. There are many platforms on which to buy ads from Google’s Search engine to Facebook advertising. All can be hugely beneficial but can be very expensive to run larg
e or long marketing campaigns.
TYPES OF PAID ADVERTISING
- Video Ads
- Video ads are simply online display ads that have video in them. They can be presented before, during or after a video stream on the internet. There are 4 types of Video Ads:
- Linear Video Ads – presented before, in the middle or after the video content that take over the full video player space.
- Interactive Ads – this type of ad takes over the entire video player space and pauses the video content while they play. They allow the viewer to interact by taking some type of action, like clicking for more information, downloading a coupon, or signing up for a newsletter. They are similar to native ads and can be presented before, in the middle or after the video content.
- Overlay Video Ads – text, display ads or rich media that runs simultaneously with the video content in the form of an interactive banner ad in an overlay.
- Companion Ads – text, display ads or rich media that play alongside the video. They are shown on the page in the form of display ads around the video being watched.
- Popular platforms for running video advertising are:
- YouTube Ads
- Google Video Ads
- Facebook Video Ads
- Video ads are simply online display ads that have video in them. They can be presented before, during or after a video stream on the internet. There are 4 types of Video Ads:
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Text Ads
These are the most common ads and are simple text ads that appear on the networks of our choice. On the search networks these appear above and below the search results and can also be displayed on the side.
They normally consist of three parts:- The Title or Headline text
- The display URL
- The description text
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Display Ads = Banner Ads
- It is a form of online advertising that entails embedding an image-based advertisement onto a web page intended to attract visitors’ to the website of the advertiser.
Three types of Banner Ads- Static Banners – Contain a simple graphic and texts.
- Flash Banners – These are banner ads that use flash technology and employs animation giving a more realistic and interactive feel to the advertisement.
- Animated GIF Banners – Simple GIF file format and easy to upload.
- It is a form of online advertising that entails embedding an image-based advertisement onto a web page intended to attract visitors’ to the website of the advertiser.
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- Places to Purchase Banner Ads
- Google Adwords
- taboola.com
- marketing360
- ….. and many more
- Places to Purchase Banner Ads
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Mobile Ads
- SMS messages
- MMS messages
- Ringless voice messages
- Click to download Ads
- Click to Call Ads
- Image text and Banner Ads
- Push notifications
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Re targeting Ads
- As we discussed earlier re targeting ads are only served to those who have already visited our website and already have a relationship with you. The way this can work is to use the multi-touch method of marketing. When a visitor comes to our site and leaves without purchasing a cookie is placed on their computer, then later the platform re targeting the visitor will show them our promotional material in hopes that they will return and make a purchase.
3 types of re targeting Ads- 1 – Content Re targeting – push viewers to helpful articles on our site
- 2 – Lead Genteration Re targeting Ads – new content for leads
- 3 – Direct Purchase Re targeting Ads – Goal is to make a sale
- Popular platforms to purchase re targeting ads:
- Facebook Re targeting
- Google Display Network re marketing
- Twitter Tailored Audiences
- As we discussed earlier re targeting ads are only served to those who have already visited our website and already have a relationship with you. The way this can work is to use the multi-touch method of marketing. When a visitor comes to our site and leaves without purchasing a cookie is placed on their computer, then later the platform re targeting the visitor will show them our promotional material in hopes that they will return and make a purchase.
Popular Platforms for Paid Ads
The most popular online networks have their own types of advertising platform. This is small list of the popular networks that can drive large numbers of visitors’ to our website through our ads.
- Bing
- YouTube
Forms of Paid Advertising
This is a list of the most common ways online advertising costs are calculated.
- PPC (pay per click)
- Each time a viewer clicks on our ad a charge will be made to the advertiser. Search engines such as Google and Bing use this form of advertising.
- CPA (Cost per Action) or PPA (pay per acquisition
- In this model the advertiser pays for a specified action or acquisition. An example is to pay only when the visitor signs up for a newsletter or fills out a form and submits it.
- CPM (Cost per Mille) = CPT (Cost per thousand impressions)
- Each time a viewer is shown our ad – whether they take any notice or action on the ad – each time our ad is displayed it is called an impression. CPI = cost per impression while CPM refers to the cost or expense for every thousand views of our advertisement. (Mille is Latin for thousand). This advertising model is offered by the search engines, Facebook and may of the networks.
- CPL (Cost per Lead)
- In this model the advertiser pays for an explicit lead that either fills out a sign-up form or makes a phone call that can be tracked by the business.
- CPC (cost per conversion)
- The advertiser is only charged when the viewer has successfully followed the ad and completed the desired result of the advertisement.
- CPS (cost per sale)
- Here the advertiser pays on the basis of the number of sales made from the ad displayed.
- CPV (cost per View)
- This is the model most often used when displaying video ads. The advertiser pays for the video views and interactions that are received.
For more information on specific marketing techniques please follow along or leave a comments and we will try to answer our questions.
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