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May 17, 2022Comments are off for this post.

Why Your ROAS Might Not Be As Good As You Think

ROAS is essential to determine whether a campaign is producing the revenue you expect it to and whether you should renew the campaign or bring it to a close to avoid wasting more of your ad budget. 

There are several reasons why your ad campaign might not be performing as well as you expected it to; including the use of improper keywords, poor audience targeting, having an unoptimised landing page or low conversion rate as well as only looking at ad spend and how much revenue the ad brought in, rather than keeping other costs in mind on top of this. 

It’s also important to consider any other sources of revenue that your advertising may have contributed to. Taking a more holistic view of your advertising will help you better understand your overall objectives. 

How to improve your ROAS

Remarketing is a good way to get the most out of what is being spent. It allows you to reach users who are already partly invested in your product or service. This is more likely to result in higher conversion rates than if you pushed outbound marketing strategies. 

For example, emailing a customer after they’ve made a purchase to get 10% off their next order increases the customer's lifetime value. Or what’s even better, is if your company uses a subscription model, much like Graze does, you can send out an email where you can refer friends to receive a reward. Graze puts this into practice by encouraging people to refer five friends in order to get a free month of Graze boxes. This way, you’re paying for one conversion but potentially getting five more. 

Using customer lists to improve your ROAS is another good remarketing idea. Customer lists are made up of customers who have been defined based on specific criteria, such as current buyers or buyers who made a purchase during a particular period. This allows you to study your customer’s habits, find out which customers your ad is best suited to and reward them. Customer lists can therefore be used to email targeted customers to introduce new products and services your company has released. 

Conversion rate optimisation can be used to remove friction, optimise landing and product pages and reduce cart abandonment. As a result of this, more people who click on your ads will be converted into paying customers, customers will be encouraged to buy more, and the number of people who complete a purchase on your site will increase.

Sometimes, it pays off to spend more on a conversion, as long as you can reap the rewards afterwards. If your business uses a subscription model, another conversion rate optimisation technique is to honour customers’ first month at a discounted price. Your business will still benefit from this as subscription models provide lifetime value and bring in money every month. However, if you’re not a subscription business, you can upsell. This involves the use of ‘you might also like’ style pop-ups at the checkout. These should be relevant or complementary to what the customer is buying and not too expensive, or an alternative is to offer a minimum spend to qualify for free shipping. This will allow you to increase your average order value while still paying the same amount for a conversion

So, if your digital marketing strategy often uses paid ads, tracking your ROAS can be used to continuously refine your ad spend so that your business can generate the most revenue. Additionally to this, many people may get to know your brand through ads but might not purchase until later. Not everything can be directly tracked to paid ads so more purchases may be down to ads that ROAS doesn't take into account.

May 17, 2022Comments are off for this post.

Importance of KPIs – How to Achieve Your Marketing Goals

Key performance indicators (KPIs) are required to determine and explain how your company can progress to meet both the business and marketing goals. Without clear goals, your business is essentially directionless. Regularly tracking these quantifiable measures, your company will be able to judge how well it’s meeting its operational and strategic goals. It will provide you with the data needed to give you an indication as to how to perform better as a business and ultimately allow you to pivot when a marketing campaign isn’t working. By achieving your digital marketing goals, you’re simultaneously helping to reach your overall business objectives. 

How to set achievable marketing goals

Splitting big business goals into more refined achievable marketing goals provides clear direction, ensures that your goals are relevant to your vision and places great importance on tracking and measuring results. Using the SMART goal framework keeps your business accountable for this. SMART goals are realistic, quantifiable and focused, helping you to clearly define your goals. SMART is an acronym for specific, measurable, aspirational, realistic and time-bound.

Specific: Choose one clearly defined metric you want to improve.

Measurable: Your goals must be quantifiable so that you can measure the content you publish against the metric, for example, achieving an X% increase in web traffic. 

Attainable: Your goals should be based on your own analytics rather than industry benchmarks to avoid either setting your standard too high or underperforming.

Relevant: Your digital marketing goals should relate to your overall business objectives and be achievable with the resources that are available to you.

Time-bound: A clear deadline should be set by which the marketing goal will be achieved. This allows you to measure your results and benchmark these results against previous campaigns. It also helps you to make consistent and significant progress in the long term and avoid procrastination. 

Choosing the right KPIs for your business

In order to choose the most suitable KPIs for your business, you need to determine your goals and then work backwards. For example, if your goal is to develop stronger relationships with stakeholders, then you could start by growing your email list. However, if the metric isn’t something you can act on to improve or effect, then it’s not worth tracking and is more than likely a vanity metric.

Other examples of broader business goals include driving more sales, growing brand awareness and increasing profits. These could then be broken down into more refined marketing tasks such as increasing web traffic, gaining more social media followers and driving more click-throughs on paid ads, each of which can be processed into a SMART goal. In addition to having a detailed plan and set deadlines, regularly reviewing your content and campaigns can help to keep you on track so you can see exactly what’s working and what isn’t. This allows you to make any adjustments throughout the time period to attain your marketing goals.

Setting the right digital marketing KPIs for your company is imperative to the success of your business, especially in such competitive landscapes.

April 21, 2022Comments are off for this post.

How to Start Marketing With a Small Budget

As with every start to marketing, it is important to define your goal and determine what it is that you want out of your paid advertising. When you’re working with a small budget, it is important to get off to the right start and put your money behind the platforms which are tried and tested for your goals; now is not the time to be experimenting with new and outlandish ideas. It is also vital to take into consideration how you are going to measure success. If you want awareness from a campaign, are you going to be looking at reach, CPMs or time-on-page? Ensuring you have the capabilities to track the stats you need will ensure that you are in a position at the end of the campaign to assess the results properly. 

Talk To The Experts

Speaking with an agency or a representative of a company can give you an idea of base budgeting requirements. For example, Facebook advertising has a minimum spend of £1 per day, with Snapchat sitting at £5 and TikTok £20 a day. While these figures can be found with a quick Google search, an ad agency will most likely have prior experience with another business in your industry to provide you with invaluable insight into what has worked for them and where they recommend you putting the budget. 

Consider Your Options

There is more to digital marketing than just Google and Facebook, and a lot can be brought to the table from more niche platforms you may have never thought about before. Looking beyond the demographic of your target audience and thinking, ‘what types of questions are they asking?’, ‘what else are they looking at on the internet?’, delving deeper can help provide insight into where to place yourself as a brand. For example, the knowledge that you have a younger audience doesn’t necessarily mean TikTok will be the best place for advertising. If you know your audience is asking certain questions that your product or service might answer, Quora can be a great place to prove your knowledge of your industry and put yourself at the forefront of the minds of potential customers. 

Equally, while it can be tempting to try out the newest platforms and get on board with the latest trends, you’re never going to see the full potential of a platform or a campaign if you are being overly restrictive. 

Time For Some Maths

The majority of marketing platforms come with them a new form of campaign estimation, each with varying levels of accuracy. Sometimes this may require getting a quote, speaking to a representative, or finding out from the advertising dashboard. 

In this example, we’ll use Google ads as Google Keyword Planner provides a good place to start when it comes to looking for keywords and how much they’re going to cost you. 

Setting a budget of £500 a month on Google advertising may sound realistic and sizeable, but once you start to break down the numbers, it soon becomes clear how far that budget will go. Let's say you want to bid on the keyword “marketing agency”, Keyword Planner shows us the average Cost Per Click (CPC) is £4, meaning you could see 125 clicks per month from your budget. Using your average conversion rate, in this instance, let's say 5% - that would result in 6 conversions at a Cost Per Aquistion (CPA) of £83. 

Depending on your business, these stats may be in line with your targets or could be completely out. However, these are the types of equations that need to be considered when calculating where to put your budget. 

The main difference between having a large or a small marketing budget is that it is vital to focus on what is already working to achieve your goal. Whether this is through the expertise of an agency, previous successful campaigns, or building on organic results, having a small marketing budget doesn’t mean you can’t see great success. 

Want to know more about how we can help with your marketing strategy? Get in touch, and one of our advertising experts will get back to you as soon as they can.

March 28, 2022Comments are off for this post.

Perception and Branding

Fashion is a funny thing. What might be everyone’s cup of tea one week, might be the target of disdain the next. Fashion dictates not only clothing and style, but also marketing. How can you stay ahead of the most changeable zeitgeist there is? Spoiler, you probably can’t!

In marketing, there’s nothing more dangerous than standing still. Doubling down on something while it’s in style is one thing, but to continue pushing a tired or worse, cliched message is death to marketing working. For example, wearing last year’s fashions years later despite it not fitting or fraying at the edges can seem lazy and it's the same in marketing. 

All you need to do is search for past trends on YouTube. Remember the Harlem Shake? Yes, 2013’s trend of getting everyone dancing in an otherwise normal location for the likes. Now considering people are still making that video, who is watching that now? You’d be right in thinking it’s nobody. 

Conversely, there’s value in looking back and borrowing from the past. There’s been a trend over the past few years to decry and devalue the worth of physical or place advertising, billboards or advertising hoardings for example. Now we’ve come full circle and now as creative and bold design is affordable and in demand, we’ve seen endless creative triumphs, meaning physically imposing or clever versions of this. Take the blending of technology with such stunts and you get the now popular 3D billboards that make products or adverts jump out at the general public, it’s all becoming very familiar.

Perception is everything when it comes to celebrities too. Your favourite singer or Netflix star wearing a certain item of clothing or drinking a certain brand of beer can rocket sales and it’s then up to the brand to capitalise on this. It’s not just products, but activities too. See the success of The Queen’s Gambit for example. Chess, a complex and often maligned game saw an upsurge in younger players and sales of chess sets went up in its wake. There’s an often logic-defying perception that comes from seeing things as popular. Who would have thought that the fashions of the mid-90s would make a comeback for example? Fashion designers claim to strive to create something new, but more often than not they are borrowing and cherry picking the best styles from the past. There’s something of that in marketing too. We’ve seen the rise of podcasts, video, gamification and more in recent years, but they all come from a proven track record of similar, less technological successes in the past. 

Podcasts? Radio shows and curated CD or cassette tape giveaways on magazines. 

Video? The long and varied history of television and film. 

Gamification? Gambling, fairgrounds and games arcades.

What is cool now will be again, and that’s what marketing needs to keep up with. Are you part of what’s cool? Don’t hang around until you meet the trend on the way back, it can take decades.

February 28, 2022Comments are off for this post.

Creating exclusivity: using scarcity as marketing

Exclusivity by its very nature will always be a marketing winner. Everyone wants to feel like they are getting something special or have beaten the crowds to the punch. Actual scarcity breeds value, created scarcity instead creates attention, engagement and memorable campaigns.

There’s a certain skill in creating scarcity that determines whether things will take off or not. For example, the recent rise of NFTs creates an exclusivity when it comes to owning a certain, one of a kind subject and many creators are producing limited runs of NFT images or pieces of art that are even more sought after. But what about the average consumer? One good example is the Cadbury’s Creme Egg, only available for a part of the year, from January until the end of Easter, it creates sales by only being around for a short time. The one year the brand forgot to limit supply, sales went down dramatically, it’s that simple.

See also, the McRib, a limited edition sandwich from McDonalds that is talked of in hushed tones. Essentially just another menu item, but one that is different enough to cause a stir and a perception that you are lucky if you grab one. 

Card and sticker collectors have long sought out rare cards, the Pokemon craze of the 90s has returned, with collectors still seeking out foils and special cards that are worth more due to their value and created scarcity. So what’s stopping you from creating a similar buzz about your products?

What lessons then can marketers or SMEs learn from this? It’s truly limitless. Placing something on sale for a limited time or promoting a run on scarcity by giving something away or only operating at a certain time certainly attracts attention.The dating app Thursday also runs entirely on that premise. The app only works on a Thursday for people wanting to meet that day. This creates a rush on that day and therefore a reliable, user loyalty that is essentially built in. This gets people talking and for at least the first few months, the app’s marketing campaigns also kicked in for a single day, collaborating with other companies to create a buzz.

Musicians these days make most of their money not from streams, but merch sales. Creating limited runs of vinyl has always been a tactic, runs of 300 or 500 are the norm, but creating coloured variants, complex packaging and other extras mean fans are willing to pay more. It’s a lesson which can be applied to a lot more industries.

Time-limited offers encourage spikes in use, but also spread the word about what you do. A talking point often means you are in customers’ minds for a long time after the fact. It could be something as simple as a disposable product, a service you can only receive at a certain time or just creating one-off runs of products. 

What can you do to take advantage of this idea?

February 22, 2022Comments are off for this post.

Should You Always Jump On Every Trend?

Non-Fungible Marketing?

In marketing, there’s a real underlying cult-like feel to everyday life. Just look at marketing industry news sites to see what’s trending among professionals at the moment; odds are that there will be some hype around the recent emergence of hip hop at the Superbowl halftime show, a think piece around the latest Netflix must-see show or some more news about the controversial rise of the NFT and what it could mean for marketing.

So do you always need to acknowledge the cultural zeitgeist? Is there mileage in picking your battles? Some would say yes; for example, when it is misjudged and totally at odds with your brand or company’s persona, it can be damaging. 

See long-standing videogames developer Team17, who recently launched a range of NFTs (Non-Fungible Tokens). This release was ill-advised. Many people are becoming more aware of the crypto-based artwork assets, but many fail to see them as anything more than a cash grab. Following protests from its fans and the gaming community, the NFTs they had released were pulled, and a hasty press statement was drafted to apologise for the misjudgment. This is a clear case of jumping on a trend without considering an audience. 

The World Wide Fund For Nature (WWF) also had similar problems, when it was pointed out how cryptocurrency and NFTs were actually harmful to the environment.

Conversely, NFTs have taken off in quarters where collectables and consumerism is the norm, for sports brands for example. Sports giants like the WWE have also jumped on the trend, selling NFTs of its most famous performers in a way that it has similarly sold trading cards, stickers and other merchandise shamelessly in the past. Celebrities have also been talking endlessly about their NFT collections, raising the profile of the medium and providing an ‘in’ to the average consumer. 

When considering piggybacking on a trend, it’s always important to consider your audience and your brand. If it’s at odds or feels awkwardly shoehorned to fit your overall messaging, it could well be a bad idea. If your brand is a historic, well-respected paragon of virtue, cheapening it with something brash and the opposite of your beliefs will no doubt cause problems further down the line. However, some of the most daring campaigns have been when brands have taken a calculated risk and sharp left turns. It can often create surprise, but will only work if the turn still places your brand at an advantage.

NFTs are a controversial statement, but if you have a switched-on audience, then it could be a useful element within your marketing.

January 26, 2022Comments are off for this post.

Selective or all-out marketing? What’s your best option?

Marketing is somewhat of a nuanced discipline. Unlike other professions, there is no right or wrong way to engage in it. For all the university degrees, professional qualifications and expert-led seminars that exist, nobody can truly tell you how to succeed or indeed, truly measure success.

How then, do you negotiate the increasingly complex landscape of marketing? Given the amount of books out there on the subject, clearly there is no one way to do it correctly, rather picking and choosing the parts that work for you.

That doesn’t however mean that you can’t deliver integrated campaigns that take in several platforms and strategies all at once. For example, a time existed up until recently that there were questions raised if you didn’t have a presence on every social media platform, regardless of whether it suited your business or not. Marketing managers were piled on by CEOs and Directors alike, being asked ‘Why aren’t we on X platform?’ 

This may have been through fear, but you can see how this played out, a company that wants to maintain a Twitter, Facebook, Snapchat, Instagram, LinkedIn and other social media platforms is likely to spread itself thin without a dedicated team to tend to the demands of these often time-consuming ways of marketing. 

In recent years, a more strategic method has been arrived at. Rather than exhausting all energies on multiple routes to market, SMEs and even larger corporations have decided to rethink their actions. Finding out where your target audience subsides is key to understanding how to market to them.

But what about integrated campaigns? This is where the truly clever and functional campaigns shine. Rather than ploughing the same content to different audiences, thought and preparation have made it possible to approach several platforms simultaneously, but with an emphasis on content. For example, a campaign to promote accountancy services could encompass a digital PR campaign that looks at excuses given for late tax returns. That same information could spill into video form via YouTube, advert content for targeted social media platforms and long-form blog content for websites and for the likes of LinkedIn for repurposed content. Using the same data or idea, but adapting it into shape for the relevant audience and platform can make it invaluable. The touchpoints many will have with your company are made all the more memorable and effective if they are specifically tailored for their medium. 

Therefore you need to ensure some basic tenets for an ongoing strategy, a unique idea that’s tailored only for one platform will simply not translate into another. It may seem like more effort, but there’s certainly something to be said for seeing a campaign rolled out across physical, digital marketing and PR strands all at once. Blanketing channels is one thing, but having a presence wherever people look is truly special.

January 12, 2022Comments are off for this post.

Starting 2022 Marketing Off Right

It may seem like we are all walking through treacle when it comes to business in 2022. The devastating effects of COVID-19 have not been undersold by any means, but it pays to be optimistic in business and therefore, marketing. 

So how do we make 2022 a year to remember for marketing? How do we escape the sluggish pair of years that were 2021 and 2020 and freshen up for a year where many predict recovery? It may seem obvious, but by ensuring you are on trend and remaining relevant is key. How to do this is a matter of attracting the right customers and speaking to their interests and what they find important. 

One of the trends predicted for 2022 is that social responsibility will become a priority. There’s a lot to be said for improving one’s reputation, but nurturing this is a long-term game and in the case of social responsibility, it becomes even more important to maintain this. Too often corporate social responsibility is initiated to be performative, brief and laid out as a quick win. 

This is a bleak way to approach it.

Consumers are now all the more aware when companies flirt with such concepts for a quick buck. See the lamentable campaign by Pepsi where a single can was handed to an armed soldier and all was right in the world. A tone-deaf move by a global firm was rightly lambasted for being sycophantic with no real meaning. At a corporate level, long-term, but low key manoeuvres are required, but at SME level, where customers are often more discerning, adoption of CSR or meaningful support for causes means you are seen as genuine and passionate about the needs of the world around you.

Young people in particular value these aspects of a business more. Many pick their careers based on altruism, giving and being socially conscious.

But how to go about it? The rise of influencer marketing has seen a peak in recent years, with saturation limits reached as people tire of the same kinds of campaigns, but specifically working with influencers to promote your CSR activities could well be a way to still make this work. For example, a company working towards zero carbon emissions could work with a ‘green’ influencer to hammer home their message.

Despite its lack of true tracking, investing in social responsibility is a great way to build trust among customers old and new, as well as attracting others. Similar to PR, it is a slow-burning, yet highly effective strategy that can easily become second nature and therefore become a part of your overall marketing strategy and business mission. Reputation, perception and influence are all fantastic attributes to be gained, which can’t be bought easily, rather they are gradually strived for and achieved. 

Furthermore, there’s a prediction that messaging will be transmitted in different ways, so investigating these methods will be worth it to further develop your marketing strategy. These include VR and AR, which is gaining traction as the technology becomes more affordable and available. The rise of the metaverse is something that many are already experimenting with. Could an aspect of your business or even just your marketing be rolled out to this fresh new channel?

It’s also predicted that less marketers are aiming to spend on what has been termed ‘ephemeral’ content, the kind that appears for a short period of time and then vanishes. The likes of Snapchat, Instagram and other platforms have adopted the ‘stories’ feature, but many are reporting on its lack of ROI. This means a return to ‘permanent’ posts that sit on platforms and can be viewed multiple times. As ever though, this is a cyclical model and as the ephemeral content medium evolves, so too will its effectiveness in the market. Combining the two seems an effective approach, with more organic content being posted ephemerally perhaps being a better strategy.

The thing to remember this year is to be open minded to change. Marketing can switch tactically on a dime so being prepared to test, rethink and roll out new concepts and strategies in a constant flow is a great skill to have. 

December 21, 2021Comments are off for this post.

Dare to be different? Is Unconventional marketing for you?

Getting a killer campaign out there that will get people talking or thinking about your brand is sometimes a dream that many never execute. But really, do you need to? 

There’s a certain skill in jumping on trends or creating something incredibly on point and timely. Newsjacking is an age-old method of gaining attention in PR. There’s a lot to be said for remaining relevant; many firms will arm themselves with an opinion on the latest stories to make comments and pitch them to mainstream media or their own niche press.

Some will go that bit further. The opportunities that are afforded to those who chase digital PR methods in a new and exciting way are vast. There’s a difference between piggybacking on the back of a trend, but there’s possibly more glory in creating a trend or puncturing the zeitgeist with something wholly original and impressive. 

However, it all depends on what you want to achieve. If your business is suited to the PR stunt and can handle the attention that garners, then go for it. If your brand depends on the whims of a select few that wouldn’t see the alignment with what you’ve built your business to be, is it worth it?

A brash campaign that doesn’t align with your values or seems too ‘out there’ could actually do more damage. There are different ways to execute big campaigns too. For example, a consumer brand that wants to gain more subscribers for their newsletter should have no problem in rolling out a campaign that encourages sign-ups in exchange for the chance to win something or be part of an exclusive group. However, a B2B geared business would rather do something that benefits their reputation. A facts-based campaign, perhaps highlighting something that they have noticed and want to draw attention to, could be the best way of gaining traction, a slow burn rather than a fell swoop.

One example of this would be the use of data. Not all data is useful, but in the day to day of running a business, new trends emerge, and if your firm is at the coal face of this, you could miss out. It can be knowledge you take for granted, but it could be interesting to others who don’t see it every day. Working in a niche industry such as finance, for example, could mean you garner information that many others simply don’t. Notice a trend here and identify the reasons behind it, and you could build a captivating campaign around it.

On the more daring side, creating fantastical stories and campaigns doesn’t have to cost the earth and can land you links on websites worldwide. For example, creating an experience or product that captures something currently popular can work wonders. Companies that are part of our daily lives also offer their data for public consumption, so it’s being clever with it. Take Netflix, for example; their viewing figures and profits are widely available. Suppose you can pair what your business does with something you’ve noticed, then you might be onto a winner. If your company is within finance, a list of the most wealthy fictional characters from that year’s TV output might be something the media are interested in, but it’s having the resources to present this information in a captivating way and whether this fits in with your brand image that is important. The sky and your creativity is really the limit here. Think hard about whether it fits your current branding or whether it might cause problems down the line. There’s a thin line, cross it, and you could cause a need to rethink your entire company image; get it right, and you could be seeing your brand appearing across a range of mediums.

September 4, 2020Comments are off for this post.

Budgeting: be clear on aims

Deciding on a budget can be a real challenge, let’s be honest. What is right for one business won’t simply slot into another’s plans. Here, Search Advertising Manager, Hannah Langton spells out how to keep it focused.

Whenever there’s a budget available to spend for advertising, it must come down to two crucial factors when being used:

Relevancy

Focus

These two attributes are crucial in deciding just how the budget will be used for a business, otherwise the ROI would be so low, some may be hesitant to try the process again.

It always matters when using a budget to make a business shine in its space. Through video, ad copy, or a short audio ad, it just needs to follow those two factors.

For example, having an accountancy firm on TikTok makes no sense; it gives the impression that it’s trying to be a ‘cool’ kid in an irrelevant space. The focus has to depend on the type of industry that your business is in, so look to certain avenues where the audience will be. Even the location for where the advertising will be bought for; focusing on an audience in London when your business is in Lincoln brings no benefit to the aim.

Start small and do the research. Take into account the channels that will benefit your business the most, from Facebook to Google ads, but don’t spread yourself too thin. Focus on a select few that can not only fit in the budget, but also be given enough of the budget to make the impact that’s desired.

Give it the time that it deserves as well. Spending all the budget in a week is counter-intuitive, it needs to be given time to flourish. When spending on Google for example, we recommend giving up to three months for the impressions to become significant. Yet when budget is assigned to SEO, it could take up to six months, but that’s the nature of optimisation to search engines. It takes time for results to become significant. It’s also important to make sure that the ad spend is also relevant to the campaign at hand, otherwise efforts on certain social channels could be a waste to the cause.

If you’re still not sure on where to spend the budget, don’t be afraid to ask someone more-experienced in the field.

Even then, if the campaign still seems to be trailing off, a ‘back to back’ strategy could be the saviour to this. As long as it’s relevant, directing some of it to more visibility in another space such as TikTok or Facebook can help yield more results, and could even give you ideas for a new strategy if more budget is applied for the future.

If this scenario needs to occur, make sure that it’s relevant to the strategy that began when the budget was assigned.

Always keep in mind how much a conversion is worth to the brand; conversion is key, and it can be the ultimate decider in seeing more clicks for conversion.

Again, focus and relevancy will be key here to make sure that the budget is being used to its full potential. It can help spur ideas to the brand while also attracting new audiences, but give it the time that it’s due, and you may find new opportunities for the business that you may previously have been unaware of before.

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