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Basic Tips to Start Running Ads on Facebook – Know Them

Posted May 31, 2018 by Abhishek Pandey @ 3:53 am

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Facebook is one such platform which has robust paid payment platform. Most of the brands and the marketers run brilliant campaigns across the industries with a staggering 93% running ads. Almost everyone, all the influencers and the brands alike want to run ads on Facebook. Facebook makes running ads on it pretty simple through awesome creative features and the ability to target specific demographics. Some creative ads on Facebook like the Carousel tend to get more clicks but apart from all these the ad features on Facebook have some pressing issues as well. With the updated Facebook Algorithm and the GDPR laws in practice, competition in the ad space is only going to continue to ramp up. So, check out the ways in which you can start running ads on Facebook in some simple ways.

Innovative ways to start Running Ads on Facebook

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With such harsh restrictions in place, running ads on Facebook can become a daunting task. Because of this, Brands and Marketers need to make each of their ads spent count. Therefore, the need of the hour is better targeting, compelling creative features, and the fantastic work. The subtlest aspects of the ads will impact the click potential and the visibility of the Ads on Facebook. So, if you are already running ads on Facebook and your ad performance is pretty low, here is what you need to do. Check out some ways in which you can start running ads on Facebook in the best ways. There are some basic rules which have been broken down to get maximum reach and engagement.

Audience Targeting Should be Priority to Start Running Ads on Facebook

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For ad placement and running on Facebook, targeting should be the major priority. Proper targeting and knowing the audience well can reduce your CPC vs Ads that sort of guess at who will be most interested in your content. For that, you must know your target audience and personas in a broader aspect. But “broader” doesn’t mean better in terms of ad clicks. They run the risk of underperformance because of their proximity. Filling in the blanks of your demographics is a solid starting point, but only if you’re filling in the details of people most likely to interact with your business. Of course, the best way to refine your audience is by creating a Custom Audience as they tend to produce best ROI for ads on Facebook.

Power of Remarketing

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For performing better on Facebook, Remarketing is the Key to all. It is because people crave personalized messages if they have interacted with your business in the Past. 63% of consumers noted that they’re “annoyed” by generic marketing and that same percentage gives props to brands that craft messages that speak to them. Couple this with the fact that the more positive impressions you make on your leads, the more likely they are to eventually convert. Through effective remarketing, you can make those impressions count.

Facebook Profile Creation

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For brands, it is very necessary that the brands have a full on the creative platform and profile is awesome. Facebook funnels have become integral to many brands’ overall marketing strategies, but not all ads on Facebook are created equal. In terms of creatives and messaging, consider the following pointers for the types of ads that will encourage people to actually convert when the time comes.

Media and Entertainment Stock 2017: Amazon, Netflix Biggest Winners

Posted January 2, 2018 by Abhishek Pandey @ 2:15 am

The Media and Entertainment Stock for the year 2017 has spoken the minds of the market and its astonishing as to how the stocks have performed over the year. As it shows the traditional media conglomerates can’t even match the momentum which has gotten behind the technologically sound and craftily managed digital media sources such as Amazon Prime, Netflix, and others. These companies have a stronghold driving into the content production and distribution fields. The big winners in the Media and Entertainment Stock for the year 2017 have been Facebook, Apple, Netflix, and Google and that’s not surprising as well because these tech giants and conglomerates have completely overturned the Media industry in the recent years. Netflix emerged as the biggest winners of all but Amazon has not been far behind in the race for stocks.

Who was the winner?

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Netflix was the clear-cut winner and remained a darling of the industry in the year 2017 with a huge surge in its global subscriber base. Its closing price on January 3 was $127.49 billion with its shares tearing into the rooftops. Amazon was closer to its media revenue generation and was an instant hit in the Asian Countries as well.

Disney has once again the highest share price amongst all with a big margin over the Hollywood studio conglomerates. But the mighty owner of Pixar, Marvel, LucasFilm, ESPN, and ABC has been battling high expectations and nervousness about a changing business climate and one that goes beyond the traditional media into a more sophisticated digital media genre as well. The stock in this sector gained 3.2% this year after a flat performance in the year 2016.

21st Century Fox, due to its surprised acquisition by Disney, delivered double-digit gains due to inflationary effect of the acquisition. Sinclair Broadcast Group and Scripps Networks Interactive have also closed out the year with a double-digit bounce on the heels of M&A activity. On the other hand, Comcast which had a shoddy 2017 weathered the storm around the year into its core business such as cable and broadband service and NBC Universal’s content operations. It could then make a 16% gain without any big transactions.

Discovery, the buyer of the Scripps Networks, had the worst of all the year among all the media conglomerates and it dropped with an 18% drop. Concerns about the fate of its pure-play cable programming operations, as consumers embrace lower-cost streaming and skinny bundle options, have been a dark cloud over the shares. John Malone, one the long time’s investor Discovery shelled out more than $6.5 million to scoop up more shares. He thus demonstrated his faith in the company and there is more than one way in which he expects the shares to cut roof.

AMC Networks has been facing the similar conundrum about the investor problems in the same way as Discovery. But the home of ‘The Walking Dead’ managed a slight gain for the year making a big improvement over 2016’s 30% plunge.

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AT&T, CBS Corporations, and Time Warner were all down to a single digit while Time Warner and CBS were the top two gainers in the Big Media in the year 2016. AT&T has been handicapped by the uncertainty surrounding its core wireless business and the effort to scoop up Time Warner following the Justice Department’s lawsuit to block the union. Viacom too had a long year after a whirlwind of restructuring to do under the new CEO Bob Bakish. The company was rocked in the year 2016 due to corporate warfare between Sumner Redstone and former CEO Phillippe Dauman. Viacom did see a late-year bounce on the speculation about Media M&A heating up in the wake of the Disney-Fox merger.

 

 

 

How Has Social Media Influenced Millennial’s purchasing Decisions?

Posted December 25, 2017 by Abhishek Pandey @ 6:46 pm

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It becomes completely understanding the amount of time we spend on the social media pondering over which brand we should buy given the fact that that it shows all the compatibility we need. This is one of the most formidable reasons as to why brands spend so much time and money courting millennials on the social media. In other words, social media optimization has become one of the best modes of selling products online. Digital marketing, though complex and expensive has continued to grow and the reason for such growth is internet oriented purchasing patterns.

Social Media, in the last few years, has evolved more as a powerful influencer when it comes to the purchasing decisions of millennials. More than 70% of the users report buying fashion and beauty products based on the recommendations made on the Instagram posts. Similarly, we can see much influencing going on on Facebook and other social media channels as well. What can be the possible reasons for such an unprecedented growth of reliance on Social Media? Here are some of the possible reasons:

Recommendations of user carry lot of weight

 

 

When we go ahead to buy a product on Amazon, we tend to give more attention to the reviews and ratings given by the users and it similarly makes up our mind towards buying those products. So, peer recommendations can reap a lot of customer conversions. According to a HubSpot data, 71% of the buyers are supposed to make a purchase online if the product or service comes recommended by others with good ratings. This may be driven by the advertisement networks or traditional inherent trust on the brand. They simply tend to believe on the reviews and opinions made by their peers.

However, Mckinsey has a different story to tell. It believes that a small number of influencers are more accountable for driving major shares of referrals received by the Social Media. For products such as shoes and clothing, it was discovered that 5% of the influencers offering product recommendations were driving 45% of social influence.

Fashion Brands have more to lose on Social Media Influencing

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In the recent times, Facebook and Instagram have made different names in the advertisement than in Social Connections. The consumer groups in Fashion niche are influenced more through social media platforms which hold a lot of sway. They start trends, determine what is cool and desirable and curate the must-have items as fashion magazine used to do in earlier times. For example, in the month of August, Nordstrom’s 80% of the mobile traffic came from a single influencer, RewardStyle Network. This same influencer network also drove 21.94% of Sephora’s traffic, 34% of traffic to revolve.com and 30.83% to Net-A-Porter. What does it tell?

It asks the companies to recognize the ear of the millennials like the bloggers, Vloggers, Publishers, and YouTubers etc.  These people drive the sales of any product these days with their voices regarded as the end all for any product.

User Generated Content has more say these days while shopping for general people. According to Gartner Research, 84% of the masses are likely to get influenced to make a purchase based upon user-generated content that is created by a stranger. For example, Covergirl has worked to create relationships with popular beauty vloggers James Charles and Nura Afia.

Engagement and Promotion of Products

Apart from Social Media platforms, Brands do have their own voice to sell themselves. Often they take the form of advertisement through print or electronic media. Having stronger say in their brand advertisement could lift their status quo altogether.

 

 

Filed under: Blogroll,Brand Marketing

NFL In-Ad Revenue Grows Up Amid Concerns in Ratings

Posted December 21, 2017 by Abhishek Pandey @ 3:04 am

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The National Football League (NFL) shows a dominant downsizing as far as the ratings are concerned but it is not affecting the in-game ad revenue over the last few quarters. This was reported by Standard Media Index as according to its new data. If we consider the data which focuses on this season’s NFL revenue, from September to the end of November, is up 2 percent among all networks. However, there was also one additional nationally aired linear TV game than in the same time period in the year 2016.

This is a continuation of the trend from earlier this season when the NFL TV ad spending had jumped 2 percent year over year. This is a growing sign which has lightened the mood of the publishers who are happy to still invest despite NFL showing signs of negative ratings this season. As per the Standard Media Index (SMI) which tracks more than 70% of national Advertisement spending from global and independent agencies, the average cost of a 30-second spot amongst all networks rose slightly from $468, 434 to $473,775 this year. On the other hand, the percentage of the makegoods have fallen slightly this year too, a continuation this season too, to 21 percent in the year 2017 as compared to 22 percent last year.

What does the Stats tell about NFL future?

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If we take a look at the revenues in the month of November, it was up from national NFL games by 5 percent over last November, though that increase was mostly because of an extra Thursday Night Football game that fell in November this year. The average 30-second spot for NFL games in November jumped from $502,809 last year to $513,293, while makegoods declined slightly during the month from 23 percent last year to 22 percent this year. If we consider the time frame, the biggest increase to have been noticed was in category spend for in-game advertising were insurance (41 pc), alcohol (23 pc), quick service restaurants (11 pc) and consumer electronics (4 pc). On the other side of the spectrum, the telecommunications spending was down by 8 percent over last year while the final services fell by 6 percent and automotive spend was off by 4 percent.

While a growing decent in the NFL has forced people to debate about its future in America, media companies have continued to invest heavily in Football. Verizon committed more than $2 billion over five years in its new NFL streaming deal which will help it to stream more games including the Super Bowl, to all Smartphone users and not just its own. Both CBS and NBC have shown that they will continue sharing Thursday Night Football games even after the expiry of the deal after this season.

 

 

Filed under: Blogroll

Social and Media Set to Split!– How Well the Advertisers Do?

Posted December 13, 2017 by Abhishek Pandey @ 3:33 am

 

There was a time when the first phase of social media sites such as Facebook, Twitter and to some sort Instagram helped us connect with our dear ones in an atmosphere more centric on connecting. It was broadcast-focused and open network helping in revolutionizing the medium of communication when there was none to ponder over. It was this time when people received that golden chance to create millions of audience across the world in order to get their voices heard. This was the time when advertisers sensed opportunities to mint through an audience which grew loyal to these sites. With their penetration in the rural areas as well, this seemed like an opportunity of a lifetime.

But is that valid now? Well, the majority of people nowadays believe that Social Media sites have divulged themselves from connections and focused more on playing to a platform of advertisers. In these times the idea of getting a million followers on Instagram or having a look at someone’s activity on Facebook is long gone. What started as an opinion sharing platform has delved into a platform where you bogged down by people and which has made people abandon posting or shying away from these sites. Instead, people have now switched on to more private conversations and lesser affiliations Which now brings in a question, bold enough to be asked, ‘Is Social and Media ready to split? Is the status quo set to change in testing times? Where will the Advertisers go?

Now abandoning the first phase of social sites means less scrolling time through Facebook posts and Instagram feeds and spending more time on posting their thoughts on closed conversations on Facebook Groups and chatting on Messenger. This means that now people have changed their thought process of replying to every confusing chat on Facebook and rather talking to people who actually matter. It means maintaining several small, interest-based Instagram accounts or Fiestas, rather than a single, Public-facing persona.
What does this shifting in the user posting behavior indicate? This indicates that these people are also shifting away from the type of broad-based algorithmic feeds which nowadays are packed with news and media content which they feel is not made for them. However, this behavior has tempted the social media franchises to part ways to separate social and Media paving ways for a split.

What are the trends in the field?

As has been the case with parting audiences, the social sites have also begun to customize their social from social media platforms. Snapchat has announced that it will split the chat function from its media portal. Facebook has also tested a content only news feed with Messenger being the separate chat platform. It also launched ‘Watch’- a video platform much like YouTube which contains highly produced content from publishers and Media partners. Instagram is also bringing in it’s another messaging function called Instagram Direct to direct its user to chat functions.

How will the time change for Publishers and Advertisers?

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With social probably out of social media, publishers and advertisers would have to find their feet and adopt new distribution techniques to take advantage of this shift in user behavior. This means they will have to separate their strategy to be used while publishing on the media platforms as well as on the dedicated social platforms. This doesn’t mean it will be unethical to insert a content-based advertisement in the private chat forums. It means that the publishers would have to be more specific and creative in attracting the user amid changing times in the social 2.0.

How to make your brands valuable in these times?

Posted November 24, 2017 by Abhishek Pandey @ 2:07 am

The current scenario of the market is very flexible given the non-existence of turmoil these days. It is important for brands to clear their ambitions to escalate growth in the coming quarter. For that to happen, the paths to achieve the standard must be set in accordance with the market principles. Recently WPP and Kantar Millward Brown released the report on BrandZ Top 100 Global Brands report 2017 and it is astonishing how some of the businesses have based their growth. Here is how you can make your brands more valuable in these times –

Purpose-Oriented Business

It is important to have a strong purpose oriented business in these times when there is uncertainty and world is unsettling. In these times, what can save your business is an attitude with settled nerves. In the market, people are looking for answers to their questions and security to their business and this makes for interesting yet tough time. if we take reference from the BrandZ report by WPP, businesses with a clear purpose have fared better than the most and purpose, therefore makes difference to the marketers as well as to brands. This is why these businesses have grown three times the rate of other brands over the past 12 years or so. The purpose oriented businesses are grown with keeping the basics clear. Consumers, on the other hand, have a tendency to be attracted to brands who are in more than the money making business.

Different Approach to Business

A difference in approach for businesses can give them an uncanny advantage over their competitors. This was one of the three components along with Meaning and Salience which comprises the Brand Power, the BrandZ measurement of Brand Equity. The difference in business can vary overwhelmingly as the report covers some businesses who grew 258 percent in brand value over 12 years. This is good for technology-oriented businesses whom the consumers deem different than other because of their understanding of business at this level. Brands with long heritage have challenges in achieving difference successfully.

Flexibility in Business

Flexibility is one point which makes any brand grow in its value. To remain in one category is not the destiny of any company. Many brands who particularly venture into the technology ecosystem mostly benefit from this flexibility. To gain market prominence and growth, the companies must extend themselves across and beyond their perceived categories. The focus should entirely be on complementing the needs of the consumer rather than expanding the category itself. The category should be the realm, considered only by consumers.

Responsible and Accountable

The companies ought to be responsible in these times to gain the trust of the consumers. Their authenticity and accountabilities can take them to places in gaining consumer’s trust. As major institutions have continued to disappoint the general consumer, brands have an opportunity to face growing skepticism, even cynicism and with honesty, they can tackle both these things. To make them more realistic, they must address the demands and services of the people.

Always be prepared for consumers

Often the companies and brand invest more to understand the consumer behavior at certain times. These efforts and investments bring the companies move closer to their consumer base and the consumers often start to believe in them as their friends rather than strangers. Now having started a relationship, people often expect more from companies even in the changing times. Amidst these turmoil times like Immigration, inclusion, climate change, and other issues, the consumers expect the brands to take a stand for them. Now, taking tough stands can be fatal for companies given their consumer base and the soil on which they are based. Usually, the businesses should take a stand on principle and not on politics and if they do it, they get even close to what will give them profit –their own consumers. So, be prepared for those who believe in you.

 

Filed under: Blogroll,Company Headlines

Shoppers on Instagram Can Now Shop on a Browser Window Without Interrupting Other Activities

Posted March 29, 2017 by Rashmi D @ 12:14 am

If the user doesn’t like the products on offer, they can easily tap back to their home screen and scroll on to other pages

Instagram recently announced that it is in the process of testing a new shopping application on the platform. With this new application Instagram will be able to map most of the user’s actions right from search to purchase even though the eventual purchase takes place on the website of the advertiser. Users on Instagram can review, understand and look up items of interest across posts of 20 US-based retail brands including Kate Spade, JackThreads and Warby Parker that will offer more depth in terms of information. Brands have very good reasons to add Instagram in their media mix because 32% of all adults who are active online and 28% of all Americans use Instagram. Brands targeting women need to note that 38% women users of internet are active on Instagram.

The user experience on Instagram’s new application is smooth and seamless. On the bottom left of a photo on every post, users can tap an icon to see a tag that will appear on up to five products and their prices. Once the user selects a tag he will see a new detailed view of the product. Importantly, the user won’t have to leave the Instagram app to search product information and this experience right at the beginning of the search makes it worthwhile. Thereafter, if the user chooses a product and taps the Shop Now link, he will land up directly on the advertiser’s website and complete the transaction. James Quarles, VP of monetization at Instagram explained that his company won’t ask for a share of the transactions but would implement plans to bring in ads on the Instagram advertising platform.

At the New York Fashion Week, Instagram became the preferred medium for marketing heads of various fashion brands. This is an acknowledgement of the fact that Instagram is the perfect platform for certain product segments like beauty and fashion. According to Mary Beech, EVP and marketing head at Kate Spade New York, Instagram allows her customers “to seamlessly tap and shop the product—going from inspiration to information to purchase in just a few steps—we’re excited to see where the feature continues to take us.”

Filed under: Blogroll

Bolt from the Blue – Established Brands Facing Disruption by Startups

Posted March 28, 2017 by Rashmi D @ 3:04 am

Old style head on clashes of the titans are over…startups, the new kids in town, play by a different set of rules

Old style brand wars were almost like ancient gladiators going at each other head on. While it made for exciting contest, there was also serious cash involved in playing such high stakes games where millions of dollars need to be pumped into promotion alone. As a result, the price of the products for which these brand wars were fought, always kept going up, apparently to meet the cost of the high stakes brand war games. Such brand wars are now outdated because a new set of players have arrived on the scene – the startups, who play by a different set of rules that resemble modern day guerrilla warfare more than the head on clash of titans, e.g. Coke vs. Pepsi, Crest vs. Colgate or Ford vs. Chevy, etc.

Take the case of Gillette which was the undisputed lord of the shaving segment with 71% of market-share. Not anymore, because it has dropped to 59% and could go further down, thereby ending Gillette’s monopoly of the shaving market. Over the years, Gillette focused intently on product innovation, its strength and leveraged it by launching new and presumably more efficient products at an ever increasing premium price. In a way, Gillette set the agenda and the rest followed because they weren’t able to move out of its shadow and think differently. Then came Dollar Shave Club in 2011 with a new game plan that targeted the only weakness in Gillette’s armory – its high price. This caught Gillette unawares and in just 5 years it lost over 15% of its share of the market.

In July 2016, Dollar Shave Club was acquired by Unilever for $1 billion, which pretty much gives an idea of how startups think and operate. They are driven by determined young entrepreneurs who start from the coffee shop or garage, with no hang ups about big business frills like up-market office, huge ad budgets, hot shot marketing team and so on. They do their research well, identify the gaps in the market where they can step in and then go for the knockout blow that momentarily stuns the biggest of the players in the market. They create assets worth hundreds of millions of dollars in the space of a few years and then sell it to a suitor before moving on to another project. Thanks to Dollar Shave Club, the shaving market has leveled out considerably and new startups will arrive with newer ideas to eat into the 59% market share of Gillette, which is still huge.

Filed under: Blogroll

Google Needs to do Something about Offensive Content say Advertisers

Posted March 27, 2017 by Rashmi D @ 5:15 am

Advertisements running over terrorist videos alarmed brand owners and annoyed them enough to begin avoiding YouTube

No advertiser spending hard earned money to advertise on Google would like his ad to run over terrorist videos on YouTube. There’s simply no scope for any rationalization here; such offensive videos just shouldn’t be on there on YouTube. So, what is Google doing about it? It has done almost next to nothing say the media agencies and the brands they service. The result – advertisers have begun moving away from Google and won’t return until terrorist and other offensive content is shut out. AT&T, Verizon, J&J and GSK are some of the major advertisers that have pulled out of YouTube and although it’s a trickle now, Google can’t afford to overlook their grievance because they have a strong case. Google can’t afford to wait till this trickle turns into a tide.

David Cohen, North American president of IPG’s strategic global media unit Magna, said, “This is not a new topic; I’ve been talking about brand safety in the digital space for 20 years.” Google had it all and it now seems determined to lose a huge slice of it with its bizarre inaction in shutting out terrorist videos. According to Melissa Lea, US managing director at global consultancy, R3, “Developments in advertising technology also played a key role. The programmatic world is evolving so quickly that tech is moving faster than humans can manage it.” And Denise Colella, Sr. Vice president, ads, at NBC Universal, reckons programmatic is “A double-edged sword and there is a lot of efficiency and automation to be had, but then there’s also the danger of open market places.”

While other platforms are tackling the problem as best as they could, considering the seriousness of the situation, Google appears to have adopted a defensive position. The best that Google could do so far is to issue unclear statements to media outlets, a couple of blogs aimed at pacifying advertisers and an email that it sent to industry stakeholders in which it tried to explain some policy changes that it had supposedly planned. Magna’s Cohen says, “Their post was pretty light in terms of details. I think, had they implemented these changes, 90 percent of the placement of ads in non-safe environments over the past month could have been prevented. We are pushing them hard to allow third party companies into the Google ecosystem—not to report after the fact, but as a preventative measure. That is not available today.”

Filed under: Blogroll

Adobe is Embodying Brands and Agencies to Plan and Optimize their Global Advertising under one Umbrella

Posted March 24, 2017 by Rashmi D @ 2:29 am

Adobe acquired TubeMogul and enabled an ad campaign across digital screen, television and other media from one platform

Cloud based services are now in demand as these are independent, transparent and pay-per-use services; so agencies and brands can plan, buy and optimize their global advertising from a single platform. Adobe is moving towards digitization and changing the world through integrating its media optimizer tools with technology and acquired TubeMogul in 2016 for $540 million.

According to Eadie, former CEO of TubeMogul most of the agencies and brands want to be in the association of those companies who offer them more transparent and independent platforms, where they can launch their ad campaign across several media like television, digital screen and out of home channel from one platform. During the annual Adobe Summit conference for customers in 2016, Adobe took the membership of “data co-op.” The idea behind being a part of data cooperative is to have shared data amongst similar retail segment businesses and build campaigns with more accurate content and personalized experience for their target customers.

Adobe marketing cloud is also known as experience cloud; it is a one-stop shop which gives complete marketing solutions to all businesses so that they can make more personalized campaigns and thereby impart amazing digital experiences that propel brand loyalty and growth of the company.

Using artificial intelligence and machine learning along with massive volumes of content and data assets, Adobe Sensei tackles most of the complex experience challenges today. As the intelligence layer in the Adobe Cloud Platform, it provides customers a unified AI and machine learning framework as well as intelligent services to help them work smarter and faster. Adobe Sensei already powers more than 100 intelligent capabilities including Intelligent Alerts, Automated Advertising Insights, Anomaly Detection and Lookalike Modeling, to help brands better understand and meet their customers’ needs.

Filed under: Blogroll
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