Marketing Land - Posts from October 2015

  • Right To Be Forgotten 2.0: Better Privacy Rules Or Operational Nightmare?

    Europe is effectively becoming internet’s privacy cop, with implications for any company doing business in Europe and many outside Europe. We’ve seen the beginnings of this in the attempted global enforcement of the Right to Be Forgotten (RTBF) through Google.com. Now RTBF is being subsumed under a more sweeping set of rules in the form of the General Data Protection Regulation (GDPR).

    Greg Sterling/ Marketing Land- 46 readers -
  • Yahoo Announces 2015 Q3 Earnings: Revenue Up 7% YoY At $1.22 Billion

    Yahoo has released its Q3 2015 earnings report, showing revenue at $1.22 billion – a seven-percent year-over-year increase. The announcement included a statement from CEO Marissa Mayer confirming this quarter’s earnings were what they expected. “Our Q3 results were largely within our forecasted expectations – our GAAP revenue grew 7% year-over-year and our Mavens revenue gr ...

    Amy Gesenhues/ Marketing Land- 24 readers -
  • 500 Startups At MarTech: 10 Tools You Need For Your Marketing Stack

    Are you looking for free or low-cost tools that will dramatically change how you market online? This week at MarTech Europe, Matt Lerner, Distro partner for 500 Startups in London, shared 10 of the best tools that his organization’s growth hackers use for marketing. 500 Startups is a Silicon Valley-based venture firm and accelerator for technology startups.

    Ian Cleary/ Marketing Land- 22 readers -
  • Live Blog: The Microsoft Windows 10 Device Event

    Windows 10 has been out for weeks — how about some nice new devices from Microsoft to run it? That’s what we’re expecting today in Microsoft’s big Windows 10 device event. We’ll have all the news as it comes, in our live blog below. What’s expected? The Verge has a good rundown that’s been echoed by other publications: new Lumia phones, the Surface Pro 4 and the Microsoft B ...

    Danny Sullivan/ Marketing Land- 24 readers -
  • 10 Steps To Target And Connect With Potential Customers Effectively

    Brainstorming an effective marketing strategy is never easy work — you have to make decisions on who you think your target customers are, then spend an enormous amount of time gathering and analyzing data about their consumer habits. It’s either time-consuming or expensive, and often it’s both. However, this time and monetary investment could yield game-changing results for your company.

    Steve Olenski/ Marketing Land- 33 readers -
  • 21 News Feed Updates That Have Changed How Pages Use Facebook

    It would be difficult to overstate the importance of Facebook’s News Feed to marketers. You can think of it as an epic quest to gain access to Facebook’s multitudes — a search for the holy grail of social media visibility. And Facebook is continually shifting the path — some would say adding roadblocks — by making adjustments to its News Feed algorithm, the complicated set o ...

    Martin Beck/ Marketing Landin Social Facebook How To's- 75 readers -
  • Why The MQL Is A Shackle

    Let me start by saying that measuring MQLs (marketing qualified leads) is important, and, assuming you’re a savvy marketer, I’ll assume you know why. But nothing would please me more than killing the MQL. MQLs are a shackle. They are holding marketing back in ways that only someone at “the table” can fully understand, or at least that’s my opinion.

    Marketing Land- 17 readers -
  • Mix It Up: 75 Content Ideas To Keep Visitors Engaged

    I just did a search for “content is king,” and Google produced more than 300 million results. If you have not heard this phrase by now, well, you might just qualify as the person hidden under the biggest rock for the past 10 years! Regardless of whether you agree with the sentiment, content is undeniably an important part of any well-rounded Web marketing campaign.

    Stoney Degeyter/ Marketing Landin Content- 33 readers -
  • Stealing Your Competitor’s Customer: A Step-By-Step Guide

    Turning your competitor’s customer into your own is a game of love, war and strategy. To do it effectively, you need to capture their attention and then prove you’re a worthwhile investment. Here are the steps you should take to effectively grow your client base by capturing users who are already familiar with similar services.

    Marketing Landin EMail Content- 23 readers -
  • How To Get Your Content Amplified By Influencers

    Creating content can be relatively simple and straightforward, but successfully getting it out there in front of the right audience is much more difficult. To get noticed on a scale as large as the internet, you need help with the amplification of your content. A great way to reach your target audience is through entities that already exist and matter within your sphere.

    Marketing Landin Social Content How To's- 38 readers -
  • Behaviorally-Triggered Email Marketing: It’s Easier Than You Think

    It’s right there, glowing on the horizon: the promise of delivering behaviorally triggered messages to consumers — contextually aware engagement that’s tailored and relevant to each and every individual. Yet, as we’ve discussed in a previous post, 70 percent of brands have admitted they’ve failed to personalize email messages at all, let alone used behavioral data for triggering.

    Steve Dille/ Marketing Landin EMail Retargeting- 17 readers -
  • What CMOs Need To Know About Demand Side Platforms (DSPs)

    The programmatic display space is full of technological acronyms these days. In this column, I’ll explain the role of one of them — the Demand Side Platform or DSP — to help CMOs make critical decisions about their strategies. A DSP’s place in the tech landscape is to respond on behalf of advertisers to bid requests from Supply Side Platforms. Here’s how it works.

    Marketing Landin Display- 15 readers -
  • 3 Attention Metrics That Put Online Engagement In The Spotlight

    We talk a lot about user “experience” in marketing, but what does it really mean? And how do you measure it? In an earlier piece titled “CMOs: Are You Paying Attention to Attention?,” I argued that marketers should use attention metrics to hold themselves accountable. This focus will help ensure they are delivering the types of experiences that capture people’s interest.

    Marketing Land- 16 readers -
  • The Messy, Mappable World Of Influence

    US Supreme Court Justice Potter Stewart famously declared (about pornography): “I know it when I see it” — and you could say the same about influence, except that it’s much harder to actually define. Dr. Robert Cialdini, the author of the book, “Influence,” defines it as “change,” or the ability of a given person to affect the views, beliefs or behaviors of another person.

    Marketing Landin Social Content Blogging- 10 readers -
  • Yelp Beats Expectations With $143.6 Million, Transactions Revenue Way Up

    Yelp announced Q3 2015 earnings this afternoon. The company had better than expected quarterly revenues of $143.6 million versus analyst consensus estimates of $141.42 million. Earnings per share were ($0.03), which was considerably better than the anticipated ($0.09). Yelp also offered better Q4 and full year guidance than analyst expectations. The company said it should see between $545.

    Greg Sterling/ Marketing Land- 9 readers -
  • Make Better Connections With Facebook’s New Message Features

    Imagine walking into a retail business to make a purchase just to be completely ignored. No one responds to your “Good morning!” greeting or answers the question you ask about their products; they just continue doing whatever they were doing when you walked in. Imagine if that happened 88 percent of the time. Surely, you’d no longer be a customer of that establishment.

    Alison Zeringue/ Marketing Landin Social Facebook- 22 readers -
  • What Apple’s iOS 9 Means To Marketers (Hint: Search And UX In Particular)

    Over the last couple of years, I have railed against marketers creating mobile applications unless absolutely necessary. And while some like Starbucks and Walmart have done them well, there are thousands of others that go unused on millions of phone screens across the world. The biggest hurdle is the fact that most people don’t use mobile apps unless one of three use cases i ...

    Aaron Strout/ Marketing Land- 20 readers -
  • Look Back To Look Ahead: Tips For A Lucrative Holiday Shopping Season

    The holiday shopping season has begun. If you’re an e-commerce marketer like me, this is likely the quarter you’ve been planning for all year long, and after last year’s record-breaking season, the bar has been raised. You’ve pored over this year’s holiday predictions, planned your marketing calendar, dotted your i’s and crossed your t’s.

    Marketing Landin Affiliate Display- 20 readers -
  • 15 Digital Marketing Myths CMOs Need To Stop Believing

    If you’re in client services or sales, you’ve most definitely heard a few prevailing myths about one or another facet of digital marketing. Instead of using a phone call to review numbers or talk case studies, you go down the rabbit hole of gently explaining (often to CMOs who don’t have their ear to the ground on all things digital) why old assumptions need to be put to rest.

    Marketing Land- 35 readers -
  • How Do Your Calls Rate?

    You may already be measuring the success of your marketing programs by tracking offline phone leads and using the data as proof of ad performance. If so, you rock! But do you really know how many of those calls are viable leads? Were the callers interested in more information? Were they calling to set up an appointment? Did they leave a voice mail? And which of these actions ...

    Marketing Landin How To's- 11 readers -
  • The Importance Of Diversity In An Agency Team

    Are you still choosing your agency of record or performing an annual agency review the way you’ve always done it? Given the change in consumer behavior and people’s increased focus on authenticity and relevance, it is crucial to consider factors beyond the standard markers — such as years of experience in your vertical, agency leads, quality of its dog-and-pony show and so on.

    Benjamin Spiegel/ Marketing Land- 13 readers -
  • How To Execute Account-Based Marketing At Scale

    It used to be that Account-Based Marketing (ABM) was an analog tactic and could really only be executed to a few key accounts. The idea of scaling up ABM strategies to reach 500 or (gasp!) 5,000 target accounts was enough to make marketers break out in a cold sweat. Fortunately for us, that isn’t the case anymore.

    Marketing Landin How To's- 19 readers -
  • iOS 9 Content Blocking Reports For Google Analytics

    Last month, Apple launched the new iOS 9 — and with it, support for content blocking applications (e.g., ad blockers) for Apple mobile devices. Many saw this move as escalating the ongoing conflict surrounding ad blockers. Seth Godin put it most elegantly in a recent post (emphases mine): [I]n the face of a relentless race to the bottom, users are taking control, using a sle ...

    Ben Goodsell/ Marketing Landin Display Content Google- 28 readers -
  • 3 Key Strategies To Quickly Build An Email List By Blogging

    Successful email marketing campaigns are incredibly effective in reaching out to prospects and providing customers valuable content that can ensure a lasting relationship with them. In fact, email actually has one of the highest ROIs when compared with other styles of online marketing. This holds true especially when email is used congruently with social media.

    Daniel Faggella/ Marketing Landin EMail- 53 readers -
  • 4 Reasons Broadcast Emails May Be Quietly Breaking Your Email Program

    Mainly driven by increases in broadcast messages, per-subscriber email volume has grown tremendously over the past decade. When I tracked per-subscriber email volume sent by retailers from 2007 to 2012, I found that it more than doubled — from an average of 95 emails during 2007 to 210 emails during 2012. That’s a 17 percent compound annual growth rate, on average.

    Marketing Landin EMail- 13 readers -
  • So You Want To “Market On Reddit”

    A memo hit your desk, an email dropped into your inbox, or the idea popped into your head: We need to market our company, product, etc. on Reddit. It seems so easy — post something cool about our company, get to the top of the dubbed “front page of the internet,” and bathe in a pool of karma, upvotes, site visitors and conversions.

    Marketing Landin Social- 22 readers -
  • Don’t Let “Mobile First” Steer You “Mobile Wrong”

    The decade of mobile is finally upon us, and that’s leading many to conclude that companies and marketers must make mobile their top priority for communicating with customers. Unfortunately, that’s mobile wrong. Let me explain. In an effort to be more nimble in this theoretical mobile-first world, many marketers have created tiger teams to focus on mobile and mobile development work.

    Marketing Land- 6 readers -
  • The Ad-Blocking Holiday Diet

    These past few weeks, there has been much controversy and commentary on ad blocking, and a good majority think it’s unethical. It’s reasonable to expect that mass ad-blocking adoption will cause a slow, painful death for many small publishers, so the concerns are valid. On the other hand, some (myself included) think that everyone should stop complaining and focus on the next steps.

    James Green/ Marketing Landin Display- 22 readers -
  • Cash In! Charitable Donors On Facebook: Psychographic Targeting Hot House

    A powerful factor affecting communities across the world is the work of non-profit organizations. The services they provide can be a vital source of support in their communities. However, most non-profit professionals will tell you that one of the largest struggles is getting their message in front of people willing to support services with actual money.

    Marketing Landin Social- 14 readers -
  • The Problem With Google Analytics E-Commerce Tracking

    Many companies don’t understand why visitor data and e-commerce sales are underreported in Google Analytics, and this tends to cause confusion. In his article, I’ll explain why what you see in Google Analytics doesn’t jibe with what you view in server logs and sales data. Google Analytics doesn’t have access to the actual sales data, only the data that is reported to it.

    Marketing Landin Google- 16 readers -
  • A Proposed Protocol For Ethical Ad Blocking

    In 1994, the Robot Exclusion Protocol was established as a voluntary system for webmasters to control which robots could access which pages of a website. In a nutshell, under the system, robots such as Googlebot announce themselves to Web servers and download a file, robots.txt, that says which pages are allowed and not allowed to be crawled.

    Marketing Landin Display- 14 readers -
  • Make Love Not War Say Microsoft And Google As They End Patent Suits

    Yesterday Google and Microsoft agreed to dismiss multiple patent lawsuits against one another. While the settlement terms were not disclosed, the agreement ends as many as 20 cases in the US and Europe that touch a range of technologies including mobile, video and gaming. Most provocatively Microsoft and Google say they will “collaborate on certain patent matters and anticip ...

    Greg Sterling/ Marketing Landin Google- 17 readers -
  • 5 Ways Just About Anyone Should Be Leveraging Predictive Analytics

    If you’re a marketer, then you know the power of data. Never before have we had more access to more data than we do right now; and for many organizations, the struggle to collect it, integrate it and store it is challenge enough. But for those who can shift their focus to using that data to enable better decisions, it is an incredible competitive advantage.

    David Booth/ Marketing Land- 32 readers -
  • Why The Perfect Attribution Model Doesn’t Exist

    As the marketing director at an e-commerce agency, I’ve met more than a few e-commerce analysts who are caught in an endless pursuit for the perfect multi-touch attribution model. I’m here to let them — and you — in on a little secret: It doesn’t exist. Read on for four reasons chasing a perfect attribution model is a waste of resources, as well as four ways that time could ...

    David Rekuc/ Marketing Land- 28 readers -
  • The Right Tools Are Critical, But You Can’t Forget The Content!

    There are three “greats” that are needed for any digital marketing campaign: great technology, great data and great content. A lot of emphasis today is placed on the first two, and often the content gets lost in the shuffle. It’s completely understandable why this happens. The technology is what allows marketers to get their message out on a scale once thought to be impossib ...

    Marketing Landin Display Content- 17 readers -
  • Attribution Beyond The Last Click: A SMX East Session Recap

    With the rise of mobile device activity, the always-elusive path to full attribution of online marketing spends seems to be slipping through our fingers, even as marketers’ sophistication grows. As more than one panelist at the recently-concluded SMX East conference mentioned, your device is two things: a computer and a phone.

    Andrew Goodman/ Marketing Land- 17 readers -
  • Pinterest Extends Buyable Pins To More E-Commerce Platforms & Merchants

    Pinterest is giving Buyable Pins to more businesses. The company announced today that is it partnering with three more e-commerce platforms — Bigcommerce, Magento and IBM Commerce — to offer merchants access to sell directly on Pinterest. Pinterest also has switched the feature on for Bloomingdale’s, Wayfair, DVF, Steven Alan and thousands of new merchants from Shopify and D ...

    Martin Beck/ Marketing Landin Social- 23 readers -
  • Snapchat Will Charge Brands To Make Their Mark On Your Silly Selfies

    Snapchat’s unique approach to social media advertising continues. Its latest wrinkle? “Sponsored lenses” that give brands the opportunity to insert themselves into people’s selfies on the ephemeral messaging network. Snapchat lenses launched two weeks ago and give Snapchatters the ability to overlay photos and videos with animated special effects, including crazy eyeballs an ...

    Martin Beck/ Marketing Landin Social- 39 readers -
  • Amazon Announces End Of Text Ads Program Two Months After Its Launch

    Less than two months after rolling out its Text Ads Program as an alternative to Product Ads, Amazon is already alerting advertisers that it will be discontinuing the Text Ads as of October 31, 2015. According to a report from RKG’s blog, the e-commerce giant sent out the following email to advertisers, confirming performance reports for the Text Ads would be available up un ...

    Amy Gesenhues/ Marketing Land- 19 readers -
  • How Intel Optimizes Pinterest For Maximum Engagement

    With 100 million monthly active users, Pinterest is a powerful and rapidly growing platform for marketers. A session presented at last week’s SMX East by Intel’s Laura Ann Mitchell and Scott Jaworski, titled, “Why Intel Investments in SEO Paid Dividends on Pinterest,” discussed the following: The company’s data-driven approach to a Pinterest strategy.

    Benjamin Spiegel/ Marketing Landin Social How To's- 20 readers -
  • The New Customer Journey: Think Local, Act Mobile – October 15 Webcast

    For national brands targeting consumers at the local level, things have certainly changed. Consumers no longer move down a straight ‘buying path’; rather, they zig-zag across channels, between devices and locations. The good news is that advertisers can now combine location, search, and behavior targeting to deliver mobile ads to consumers on-the-go.

    Marketing Land- 10 readers -
  • Can The Timehop Concept Work For Email Marketing?

    With more than six million daily users, the Timehop app has clearly resonated with consumers. It’s a fun app, but it can also feel a little daunting because it forces you to face moments from your past by automatically retrieving old photos and posts from Facebook, Twitter, Instagram and other social media sites.

    Jason Warnock/ Marketing Landin EMail- 12 readers -
  • Act Now: MarTech Europe Is Just Two Weeks Away!

    “Digital” is fundamentally transforming marketing. Consider: The adaptability of content when A/B testing and personalisation are applied; The increased adjacency of marketing and other departments, such as IT and sales; The scale at which successful web campaigns can blossom in social media if we’re operationally ready for them; And the precision that data affords us in our ...

    Marketing Land- 9 readers -
  • Don’t Waste Marketing Leads: Achieve Revenue Goals With Sales Enablement

    Driven by the internet and mobile device proliferation, buyers are now in control of knowledge consumption. They are self-educating — gobbling mass amounts of content that’s helping them make their decisions. As a result, salespeople are no longer the sole providers of information for buyers. In fact, they’re now the second provider of information within a company.

    Marketing Land- 20 readers -
  • Apple Pay Not Yet Paying Dividends To Apple Says Research Report

    A new report from researcher Aite Group is getting a lot of play on the one-year anniversary of the introduction of Apple Pay. The firm says so far Apple Pay has been slow to take off and asserted that its use impacts just 1 percent of retail transactions in the US. There are various explanations offered for the slow uptake: Limited availability of NFC terminals in retail st ...

    Greg Sterling/ Marketing Land- 17 readers -
  • Site-Optimizing Moovweb Launches Suite Of Shopping Cart-Optimization Tools

    Shopping cart checkouts are the Heartbreak Hill of marketing. It’s where potential buyers hit a wall of indecision and leave their chosen products, unbought. This week, website optimizer Moovweb is launching MoovCheckout, a mobile web toolset to help marketers fight back. It’s a big fight. The San Francisco-based company reports that more than 80 percent of users who put so ...

    Marketing Land- 17 readers -
  • Twitter Will Start Testing Promoted “Moments” Soon

    Twitter launched its long awaited curated news product Moments today without any advertising component, but that lack of commercial messaging won’t last long. A Twitter spokesperson told us that the company is talking to brand partners about Promoted Moments and that it would start testing them soon, in “weeks, not months.

    Martin Beck/ Marketing Landin Social Twitter- 150 readers -
  • Neuromarketing For Small Business Owners

    Growing up in a family that ran an HVAC business and watching my father at work, I observed his uncanny ability to understand, time and time again, the core of what each customer really wanted. The business succeeded due to his knack for reading each customer, asking the right questions and knowing how they made their decisions.

    Chris Marentis/ Marketing Land- 20 readers -
  • Snapchat Bounced From comScore Top 15 Apps Chart By Google Drive

    The comScore August smartphone marketshare figures are out. Smartphone penetration remains at just over 77 percent in the US. Sequentially almost all the numbers are flat. Google/Android had a 51.7 percent OS share, while Apple/iOS was hovering just above 44 percent, where they were last month. Compared with a year ago, however, Apple’s share is up about two points and Andro ...

    Greg Sterling/ Marketing Landin SEO Google- 20 readers -
  • Medical Professional Targeting Diagnosis: Psychographic Hot House

    Doctors and nurses are similar to air in that they’re vital and you don’t miss them, until you need them. If you’re in the pharma industry or manage a medical supply store that offers medical equipment to professionals (scrubs/uniforms, shoes, stethoscopes, otoscopes, blood pressure cuffs, pulse oximeters, etc.), medical professionals are the air you breathe and your organization’s lifeblood.

    Marketing Landin Social- 14 readers -
  • Live Blog: Google’s Mobile Web Event

    Wouldn’t you like to have stuff you read on mobile devices seem to load instantly? Facebook and Apple sure think so. Now so does Google, which appears likely today to announce plans for what will be positioned as an open standard solution, probably with Twitter’s backing. And we’re live blogging it all. Google is holding a press breakfast in New York City today.

    Danny Sullivan/ Marketing Landin Twitter- 65 readers -
  • Ad Blockers & Analytics: What Webmasters Should Know And Do

    Ad blockers have been around for some time now and are widely used. The question around the end of the “free internet” and the impact on sales is not a new topic, and I won’t discuss it here. But as of September 16, 2015, ad blockers entered the world of iOS devices when Apple announced they would allow third-party development of “content blocking” apps in its new operating system, iOS 9.

    Marketing Landin Display- 21 readers -
  • Facebook Simplifies Mobile Lead Collection, Rolls Out Lead Ads

    No one likes filling out forms on mobile devices. But Facebook is aiming to make that clunky process easier — and more likely to help businesses pull in the customer information they crave — with a new ad product that automatically fills out forms based on Facebook user data. Called “lead ads” and in testing since June, the ad unit is now available to all advertisers, Facebo ...

    Martin Beck/ Marketing Landin Social Facebook- 18 readers -
  • Jet.com Pulls Annual Membership Fee, Says Smart Carts Strategy Is Catching On

    Jet.com, the massively-funded Amazon-challenger, has opted to drop its annual membership fee just as many users’ three-month paid trials are nearing their end. The site launched at the end of July with the promise of giving consumers the lowest prices anywhere by selling products at nearly cost. The company’s initial revenue strategy largely relied on the $49.99 annual membership fees.

    Ginny Marvin/ Marketing Land- 15 readers -
  • Talk Human To Me: Why It’s Time For Brands To Get Real

    How many times have you been at a party, stuck talking to that one person who won’t shut up? The narcissistic, self-centered bore who flips every conversation back to their favorite topic: themselves. My guess would be too many. I know those are the people I want to stay as far away from as possible.

    Marketing Landin Content- 8 readers -
  • Discover Unprecedented Social Media Tactics At SocialPro. Rates Increase Next Week!

    Join hard-core practitioners at Marketing Land’s SocialPro, the conference designed to empower you with razor sharp social media marketing tactics. Hear why you shouldn’t miss SocialPro, from Marketing Land’s founding editor Danny Sullivan: The 20+ session agenda provides unrivaled social media tactics that drive business growth, engagement and competitive advantage.

    Marketing Landin Social- 9 readers -
  • Four Reasons The Mobile Web Will Force Us To Become Better Content Marketers

    Are you noticing that you’re reading more on your phone than ever before? I’ve noticed that I’ve graduated from mindlessly scanning 140-character tweets and flipping through Instagram photos to tackling full-on #longreads during my (non-driving) commute, while standing in line at the grocery store, while eating lunch, during commercial breaks, and at any other moment to distract me from my ow.

    Marketing Landin Social Content- 15 readers -
  • Pinterest Localizes Search For Its Large International Audience

    Focusing on international growth, Pinterest has updated its search to improve the experience for Pinners abroad. Last month, the visual discovery network announced that it has 100 million active users, and now says that nearly half are outside the US. The growth rate is higher internationally, and CEO Ben Silbermann recently said that improving the experience for internation ...

    Martin Beck/ Marketing Landin Social- 11 readers -
  • PebblePost’s New Platform Brings Direct Mail Into The Age Of Quick Retargeting

    You select blue pants and a red shirt on an e-commerce website. But, wary of being too flashy, you abandon them in your shopping cart when you leave the site. A few days later, you get a color, 4.5 x 6-inch printed card via postal mail. It offers a 10 percent discount to you, by name, for the same blue pants and red shirt. That’s the scenario startup PebblePost is making possible.

    Marketing Landin Retargeting- 13 readers -
  • Twitter Now Lets You Upload Video Via The Desktop

    Uploading video to Twitter is no longer a mobile-only process. Starting today, users can upload video from the desktop. Your phone shouldn't have all the fun. Videos can now be uploaded to Twitter via web! 🎬 https://t.co/4Q4rpzUmPh pic.twitter.com/AdqK2U9SRQ — Twitter (@twitter) October 8, 2015 To tweet a video within twitter.

    Martin Beck/ Marketing Landin Social Twitter- 15 readers -

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