LinkedIn Conversation Ads Best Practices GuideBart Spiessens
This document provides best practices for creating effective Conversation Ads on LinkedIn. It recommends preparing necessary assets like banner images and call-to-action buttons. For ad creation, it suggests targeting the right audience, choosing an appropriate daily or total budget, selecting a relevant sender, and crafting short, conversational messages. The document also reviews helpful reporting on click-through rates and demographics for optimization.
Sony: Scaling Big Data for Stronger Marketing CampaignsAMASanDiego
Track: Insights & Analytics
Topic: CRM
Title: Data-Driven Digital Marketing: Making Big Data Practical at Sony Electronics
Speakers: JENNIFER GEDDY, Director of Marketing Operations, Sony & MICHAELA ION, Senior Manager of Marketing and CRM, Sony
Big data is alluring to everyone; however, its power is difficult to harness by most marketers. In this session, we’ll learn how Sony is leveraging big data to generate revenue from its existing customers and find new customers in innovative ways. The session content will enable participants to optimize campaigns before they even start and to adjust strategy on the spot using new technologies.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
How to Qualify, Score and Nurture Leads for Optimal ROIReadyTalk
B2B buyers have a growing tendency and capacity to research their purchase decisions online long before they engage with Sales. As marketers, we now need to assess which leads are ready to engage, and which are still in the independent research phase. By sending leads to Sales too early, we jeopardize the deal by scaring them off, therefore putting our marketing dollars and company revenues at great risk.
So, how do you know when your leads are ready to engage, and how do you nurture those that aren't there yet?
Both of these questions and more will be answered during this 60-minute webinar, which will cover lead qualification, scoring and nurturing strategies for optimal lead generation ROI. We will also highlight MarketingSherpa's FUEL methodology for B2B marketing effectiveness from lead generation to sales conversion.
Digital marketing planning involves several key phases: planning, creation, actualization, and evaluation. The planning phase involves defining business objectives and audiences. Creation develops tactical solutions aligned with strategy. Actualization implements campaigns and interacts with audiences. Evaluation compares performance to objectives using key performance indicators to learn lessons that improve future efforts. Common digital tactics include search engine optimization, paid search advertising, content marketing, social media, and email.
This document provides instructions for creating a profitable video product. It discusses choosing a target market and subject, visualizing the complete product, writing a script and obtaining graphics. It also covers choosing and learning video editing software, recording audio, assembling the video, supplying samples to make it viral, and launching the final product. The overall aim is to provide guidance on developing a video product to promote a business and generate sales or awareness.
Digital Marketing Mistakes that Killed Profitability in 2018Tinuiti
What were the top advertising mistakes that drained budget and ROAS last year? Let’s address common ad mismanagement by reviewing data across multiple advertising channels: display, Google Ads, Facebook and Instagram.
Let’s also review how to combine these advertising platforms to maximize profit. Having a presence on social media is one thing—but being able to drive traffic to your website is another. Let’s unpack how.
This document discusses digital media buying and how artificial intelligence (AI) can optimize the process. It explains that AI can analyze user behavior at an individual level in real-time, optimizing decisions across many variables simultaneously for maximum return on investment. The approach presented uses AI and big data to identify high-value opportunities and apply learnings at the impression level through predictive modeling to automatically optimize campaigns toward high-performing audiences, messaging, and contexts. Harnessing AI and continuous integration of insights allows for improved marketing ROI across web, mobile, video and social channels.
Partner marketing is a specialization within the overall discipline of marketing, focused on communicating value to, with, through, and for partners.
Partners are companies outside of your organization. They might be distributors, resellers, agents, alliance partners, or many other types of third-party companies. Understand that each of these companies deal with the same types of problems every other business faces: not enough time, people, or money to solve all the problems that are in front of them. As a partner marketer you are in a unique position to help them.
Many organizations engage partners as a route to market, for addressing a need, or an opportunity they cannot satisfy alone.
For example, if you don’t have the resources to manage dozens or hundreds of resellers directly, you can choose to establish a distribution partner. You can pay for the service they provide, typically by sharing the margin you would have kept for yourself in a direct sales model. The distributor can help make up for the expense, with the growth and scale they offer.
Just because someone agrees to be your partner, it doesn’t mean they’re going to proactively bring your product or service to the market. Sometimes they need some stimulation and that’s where partner marketing can help.
LinkedIn Conversation Ads Best Practices GuideBart Spiessens
This document provides best practices for creating effective Conversation Ads on LinkedIn. It recommends preparing necessary assets like banner images and call-to-action buttons. For ad creation, it suggests targeting the right audience, choosing an appropriate daily or total budget, selecting a relevant sender, and crafting short, conversational messages. The document also reviews helpful reporting on click-through rates and demographics for optimization.
Sony: Scaling Big Data for Stronger Marketing CampaignsAMASanDiego
Track: Insights & Analytics
Topic: CRM
Title: Data-Driven Digital Marketing: Making Big Data Practical at Sony Electronics
Speakers: JENNIFER GEDDY, Director of Marketing Operations, Sony & MICHAELA ION, Senior Manager of Marketing and CRM, Sony
Big data is alluring to everyone; however, its power is difficult to harness by most marketers. In this session, we’ll learn how Sony is leveraging big data to generate revenue from its existing customers and find new customers in innovative ways. The session content will enable participants to optimize campaigns before they even start and to adjust strategy on the spot using new technologies.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
How to Qualify, Score and Nurture Leads for Optimal ROIReadyTalk
B2B buyers have a growing tendency and capacity to research their purchase decisions online long before they engage with Sales. As marketers, we now need to assess which leads are ready to engage, and which are still in the independent research phase. By sending leads to Sales too early, we jeopardize the deal by scaring them off, therefore putting our marketing dollars and company revenues at great risk.
So, how do you know when your leads are ready to engage, and how do you nurture those that aren't there yet?
Both of these questions and more will be answered during this 60-minute webinar, which will cover lead qualification, scoring and nurturing strategies for optimal lead generation ROI. We will also highlight MarketingSherpa's FUEL methodology for B2B marketing effectiveness from lead generation to sales conversion.
Digital marketing planning involves several key phases: planning, creation, actualization, and evaluation. The planning phase involves defining business objectives and audiences. Creation develops tactical solutions aligned with strategy. Actualization implements campaigns and interacts with audiences. Evaluation compares performance to objectives using key performance indicators to learn lessons that improve future efforts. Common digital tactics include search engine optimization, paid search advertising, content marketing, social media, and email.
This document provides instructions for creating a profitable video product. It discusses choosing a target market and subject, visualizing the complete product, writing a script and obtaining graphics. It also covers choosing and learning video editing software, recording audio, assembling the video, supplying samples to make it viral, and launching the final product. The overall aim is to provide guidance on developing a video product to promote a business and generate sales or awareness.
Digital Marketing Mistakes that Killed Profitability in 2018Tinuiti
What were the top advertising mistakes that drained budget and ROAS last year? Let’s address common ad mismanagement by reviewing data across multiple advertising channels: display, Google Ads, Facebook and Instagram.
Let’s also review how to combine these advertising platforms to maximize profit. Having a presence on social media is one thing—but being able to drive traffic to your website is another. Let’s unpack how.
This document discusses digital media buying and how artificial intelligence (AI) can optimize the process. It explains that AI can analyze user behavior at an individual level in real-time, optimizing decisions across many variables simultaneously for maximum return on investment. The approach presented uses AI and big data to identify high-value opportunities and apply learnings at the impression level through predictive modeling to automatically optimize campaigns toward high-performing audiences, messaging, and contexts. Harnessing AI and continuous integration of insights allows for improved marketing ROI across web, mobile, video and social channels.
Partner marketing is a specialization within the overall discipline of marketing, focused on communicating value to, with, through, and for partners.
Partners are companies outside of your organization. They might be distributors, resellers, agents, alliance partners, or many other types of third-party companies. Understand that each of these companies deal with the same types of problems every other business faces: not enough time, people, or money to solve all the problems that are in front of them. As a partner marketer you are in a unique position to help them.
Many organizations engage partners as a route to market, for addressing a need, or an opportunity they cannot satisfy alone.
For example, if you don’t have the resources to manage dozens or hundreds of resellers directly, you can choose to establish a distribution partner. You can pay for the service they provide, typically by sharing the margin you would have kept for yourself in a direct sales model. The distributor can help make up for the expense, with the growth and scale they offer.
Just because someone agrees to be your partner, it doesn’t mean they’re going to proactively bring your product or service to the market. Sometimes they need some stimulation and that’s where partner marketing can help.
Translating Customer Engagement From Strategy To ActionMarcus Tewksbury
This document discusses translating customer engagement strategies into actionable campaigns. It begins by introducing Customer Engagement Marketing (CEM) as an approach for employing strategic engagement practices and translating them into measurable campaigns. It then presents a customer engagement cycle and framework for understanding how customers progress through different stages. It discusses developing strategies to mature relationships through the different stages. Finally, it provides guidance on how to operationalize the engagement cycle by developing nurturing campaigns, including choosing an audience, theme, envisioning outcomes, and laying out a plan.
The New Requirements for Building a Modern B2B Customer ExperienceAcquia
People are picky. They are hard to please. They can be indifferent to your brand. It's your job to make sure they aren't.
To compete, all marketers know they need to deliver the right content, at the right time, on the right channel. But unifying data across sources and delivering personalized experiences across multiple channels is far easier said than done. Meanwhile, the marketers that do manage to collect actionable data for personlization run the risk of scaring away prospects when “personalized” misses the mark, or worse, turns into “creepy.”
Join our webinar on Wednesday, 8/28 @ 10:00AM ET to hear how Acquia, Mautic & Sirius Decisions define personalization and detail what it takes to successfully execute campaigns that actually deliver business results.
In this webinar, we'll cover:
-The essential elements of B2B personalization
-Best practices for building programs that map to the buyer's journey
-Why a strong digital foundation is critical for scaling customized experiences with prospects and customers
-How you can leverage technology to meet your personalization and multichannel marketing demands
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
Digital marketing channels like websites, search engines, social media, email and video can be used for business growth. Successful businesses achieve profit, positive cash flow and growth through factors like maintaining proper budgets, cash reserves and incentives for customers. Marketing models and frameworks help businesses strategize their digital marketing approach and measure results through key performance indicators. Constant monitoring and updating of content is needed to achieve search engine optimization goals.
This document outlines the key components of developing a digital marketing plan including defining objectives, audiences, and content strategy. It discusses developing a media mix across different tactics like SEO, PPC, social media, email marketing and measuring success through KPIs. The planning process is iterative with phases for planning, creation, implementation, and evaluation to continuously improve performance.
This document provides definitions for common modern marketing terms. It defines terms like A/B testing, big data, blogging, bootstrapping, cohort analysis, conversion rate, growth hacking, earned vs owned vs paid media, pivot, programming languages, product-market fit, viral coefficient, search engine optimization, paid search, email marketing, inbound marketing, lead magnets, content marketing, lead management, premium content development, social media management, and social advertising management. The definitions cover concepts and strategies relevant to digital marketing, content creation, analytics, and business growth.
Verified Lead Generation provides a full-service lead generation process with four key steps:
1. They understand the client's brand and target audience through research to develop messaging and campaigns tailored to audience behaviors and preferences.
2. They create marketing plans, landing pages, ads, and creative content to attract and engage the target audience across multiple digital channels.
3. Campaigns are executed and optimized based on performance metrics like lead volume and conversion rates.
4. All leads are verified by calling prospects to confirm identity and intent before being passed to clients, ensuring only qualified leads are delivered.
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...AMASanDiego
Track: Brand Management & Integrated Communications
Topic: PERSONAS
Title: Transforming Marketing Through Buyer Profiles and Personas
Speakers: JACQUES PAVLENYI, Portfolio Marketing Director, IBM & RACHEL YOUNG, Research Director, Sirius Decisions
The convergence of social and data technologies continues to cause disruption in many industries and professions. Marketing is certainly not immune. Customers have very different expectations now, including strong personalization and customization. If the message and offers aren’t tailored specifically to me, the message is tuned out or ignored. This is increasingly true in B2B as well as B2C marketing. And that’s where personas can help.
IBM and Sirius Decisions will discuss practical rationales and methods for applying buyer profiles and personas, and how IBM is transforming not just Marketing, but also Sales, Product Management, and other functions with data-driven, robust buyer profiles.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
This document provides an overview and summary of key aspects of digital marketing planning and strategy. It discusses components of a digital marketing program such as content marketing, social media, search engine optimization, and email marketing. It also outlines several frameworks for digital strategy planning including SOSTAC and RACE. The document concludes with examples of case studies and questions.
This document provides guidance on setting up and optimizing a LinkedIn Text Ad campaign. It covers defining campaign goals, naming the campaign, targeting the right audience, setting a budget and time period, and designing ad creative. For targeting, it recommends starting broadly and then testing more specific options like job title, company, location. It also suggests testing different targeting combinations. For budgeting, it defines key terms and recommends focusing spend on weekdays when traffic is highest.
Manager's Guide to Social Media Marketing Growth Hack!Pallab Kakoty
Create write up to define content marketing strategy based on objective of online audience, what site they are visiting currently and what material they are offering to readers on their website. Identify keywords related to business and respective rankings on SERP.
Create responsive landing page to outline for index prefaces of business brochures. Define how to interact with web visitors & subscribers and what we plan to show with clarity by citing clients expectations from conversions.
Outline conversion strategy to collate leads from centralized digital user interfaces like landing pages, micro sites, social campaigns, hashtag campaigns, email campaigns and strategic advanced SEO techniques like holistic & barnacle SEO all in native contextual format.
The document discusses the benefits and best practices for implementing a vertical go-to-market (GTM) strategy. Some key points include:
1. More companies are adopting vertical GTM approaches to better address the specific needs of different industries and gain competitive advantages like increased trust and loyalty.
2. There are varying levels of verticalization from generic content to fully dedicated plans and resources for each industry. Companies must determine the right approach for their business.
3. Success requires cross-functional alignment, prioritizing key verticals, developing industry insights, compelling stories and messaging, and enabling sales and marketing teams with sector-specific training and materials. Measurement of KPIs is also important.
BrandSpeakAsia's Digital Marketing Boot Camp was created to equip people in using Digital Marketing tools to their advantage. The topics consist of strategies for brand awareness campaign creations, social engagement, direct to business transactions, and more.
How to Build an End-to-End Digital Marketing PlanAuthentia
Are you looking to increase sales? Do you want to implement the lowest-cost, highest-ROI strategies to do so? Then you need an end-to-end digital marketing plan.
In this webinar, you'll learn:
You'll see how we build roadmaps to get you from point A to point B.
You'll also understand the technologies that are required for implementation.
You'll learn how to launch and sustain ongoing digital marketing campaigns.
The document outlines a 7-step process for rebranding on LinkedIn: 1) Conduct a brand and content audit, 2) Construct brand guidelines, 3) Create brand content, 4) Plan a campaign strategy, 5) Re-launch the brand using LinkedIn products, 6) Elevate the rebrand's impact with employee activation, 7) Measure results and track ROI. It emphasizes creating an "always-on" content presence to keep the brand top-of-mind at each stage of the buyer's journey. Planning campaigns should balance long-term brand-building with short-term sales activation.
How to create a Digital Marketing PlanEder Holguin
Step by step process to creating your digital marketing plan. Research, create, distribute, analyze and optimize. For more info or help with your digital marketing projects visit www.ederholguin.com
The document provides 21 ideas for planning, creating, and leveraging webinars to fit into content marketing and audience-building efforts. It discusses focusing on delivering value rather than selling, identifying the right target audience by creating buyer personas, and promoting webinars through various pre-event tactics. The post-webinar section covers turning viewers into customers and reusing webinar content.
This document provides a guide to creating an effective demand generation strategy with four key parts: 1) Defining the target audience through research of past customers and new prospects. 2) Setting goals and key performance indicators. 3) Structuring the marketing and sales funnels to move leads through stages. 4) Choosing appropriate tactics like paid search, social media ads, and content marketing for the top, middle, and bottom of the funnel. The document emphasizes optimizing the strategy over time by reviewing goals, lead scoring, funnel efficiency, and customer feedback.
Translating Customer Engagement From Strategy To ActionMarcus Tewksbury
This document discusses translating customer engagement strategies into actionable campaigns. It begins by introducing Customer Engagement Marketing (CEM) as an approach for employing strategic engagement practices and translating them into measurable campaigns. It then presents a customer engagement cycle and framework for understanding how customers progress through different stages. It discusses developing strategies to mature relationships through the different stages. Finally, it provides guidance on how to operationalize the engagement cycle by developing nurturing campaigns, including choosing an audience, theme, envisioning outcomes, and laying out a plan.
The New Requirements for Building a Modern B2B Customer ExperienceAcquia
People are picky. They are hard to please. They can be indifferent to your brand. It's your job to make sure they aren't.
To compete, all marketers know they need to deliver the right content, at the right time, on the right channel. But unifying data across sources and delivering personalized experiences across multiple channels is far easier said than done. Meanwhile, the marketers that do manage to collect actionable data for personlization run the risk of scaring away prospects when “personalized” misses the mark, or worse, turns into “creepy.”
Join our webinar on Wednesday, 8/28 @ 10:00AM ET to hear how Acquia, Mautic & Sirius Decisions define personalization and detail what it takes to successfully execute campaigns that actually deliver business results.
In this webinar, we'll cover:
-The essential elements of B2B personalization
-Best practices for building programs that map to the buyer's journey
-Why a strong digital foundation is critical for scaling customized experiences with prospects and customers
-How you can leverage technology to meet your personalization and multichannel marketing demands
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
Digital marketing channels like websites, search engines, social media, email and video can be used for business growth. Successful businesses achieve profit, positive cash flow and growth through factors like maintaining proper budgets, cash reserves and incentives for customers. Marketing models and frameworks help businesses strategize their digital marketing approach and measure results through key performance indicators. Constant monitoring and updating of content is needed to achieve search engine optimization goals.
This document outlines the key components of developing a digital marketing plan including defining objectives, audiences, and content strategy. It discusses developing a media mix across different tactics like SEO, PPC, social media, email marketing and measuring success through KPIs. The planning process is iterative with phases for planning, creation, implementation, and evaluation to continuously improve performance.
This document provides definitions for common modern marketing terms. It defines terms like A/B testing, big data, blogging, bootstrapping, cohort analysis, conversion rate, growth hacking, earned vs owned vs paid media, pivot, programming languages, product-market fit, viral coefficient, search engine optimization, paid search, email marketing, inbound marketing, lead magnets, content marketing, lead management, premium content development, social media management, and social advertising management. The definitions cover concepts and strategies relevant to digital marketing, content creation, analytics, and business growth.
Verified Lead Generation provides a full-service lead generation process with four key steps:
1. They understand the client's brand and target audience through research to develop messaging and campaigns tailored to audience behaviors and preferences.
2. They create marketing plans, landing pages, ads, and creative content to attract and engage the target audience across multiple digital channels.
3. Campaigns are executed and optimized based on performance metrics like lead volume and conversion rates.
4. All leads are verified by calling prospects to confirm identity and intent before being passed to clients, ensuring only qualified leads are delivered.
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...AMASanDiego
Track: Brand Management & Integrated Communications
Topic: PERSONAS
Title: Transforming Marketing Through Buyer Profiles and Personas
Speakers: JACQUES PAVLENYI, Portfolio Marketing Director, IBM & RACHEL YOUNG, Research Director, Sirius Decisions
The convergence of social and data technologies continues to cause disruption in many industries and professions. Marketing is certainly not immune. Customers have very different expectations now, including strong personalization and customization. If the message and offers aren’t tailored specifically to me, the message is tuned out or ignored. This is increasingly true in B2B as well as B2C marketing. And that’s where personas can help.
IBM and Sirius Decisions will discuss practical rationales and methods for applying buyer profiles and personas, and how IBM is transforming not just Marketing, but also Sales, Product Management, and other functions with data-driven, robust buyer profiles.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
This document provides an overview and summary of key aspects of digital marketing planning and strategy. It discusses components of a digital marketing program such as content marketing, social media, search engine optimization, and email marketing. It also outlines several frameworks for digital strategy planning including SOSTAC and RACE. The document concludes with examples of case studies and questions.
This document provides guidance on setting up and optimizing a LinkedIn Text Ad campaign. It covers defining campaign goals, naming the campaign, targeting the right audience, setting a budget and time period, and designing ad creative. For targeting, it recommends starting broadly and then testing more specific options like job title, company, location. It also suggests testing different targeting combinations. For budgeting, it defines key terms and recommends focusing spend on weekdays when traffic is highest.
Manager's Guide to Social Media Marketing Growth Hack!Pallab Kakoty
Create write up to define content marketing strategy based on objective of online audience, what site they are visiting currently and what material they are offering to readers on their website. Identify keywords related to business and respective rankings on SERP.
Create responsive landing page to outline for index prefaces of business brochures. Define how to interact with web visitors & subscribers and what we plan to show with clarity by citing clients expectations from conversions.
Outline conversion strategy to collate leads from centralized digital user interfaces like landing pages, micro sites, social campaigns, hashtag campaigns, email campaigns and strategic advanced SEO techniques like holistic & barnacle SEO all in native contextual format.
The document discusses the benefits and best practices for implementing a vertical go-to-market (GTM) strategy. Some key points include:
1. More companies are adopting vertical GTM approaches to better address the specific needs of different industries and gain competitive advantages like increased trust and loyalty.
2. There are varying levels of verticalization from generic content to fully dedicated plans and resources for each industry. Companies must determine the right approach for their business.
3. Success requires cross-functional alignment, prioritizing key verticals, developing industry insights, compelling stories and messaging, and enabling sales and marketing teams with sector-specific training and materials. Measurement of KPIs is also important.
BrandSpeakAsia's Digital Marketing Boot Camp was created to equip people in using Digital Marketing tools to their advantage. The topics consist of strategies for brand awareness campaign creations, social engagement, direct to business transactions, and more.
How to Build an End-to-End Digital Marketing PlanAuthentia
Are you looking to increase sales? Do you want to implement the lowest-cost, highest-ROI strategies to do so? Then you need an end-to-end digital marketing plan.
In this webinar, you'll learn:
You'll see how we build roadmaps to get you from point A to point B.
You'll also understand the technologies that are required for implementation.
You'll learn how to launch and sustain ongoing digital marketing campaigns.
The document outlines a 7-step process for rebranding on LinkedIn: 1) Conduct a brand and content audit, 2) Construct brand guidelines, 3) Create brand content, 4) Plan a campaign strategy, 5) Re-launch the brand using LinkedIn products, 6) Elevate the rebrand's impact with employee activation, 7) Measure results and track ROI. It emphasizes creating an "always-on" content presence to keep the brand top-of-mind at each stage of the buyer's journey. Planning campaigns should balance long-term brand-building with short-term sales activation.
How to create a Digital Marketing PlanEder Holguin
Step by step process to creating your digital marketing plan. Research, create, distribute, analyze and optimize. For more info or help with your digital marketing projects visit www.ederholguin.com
The document provides 21 ideas for planning, creating, and leveraging webinars to fit into content marketing and audience-building efforts. It discusses focusing on delivering value rather than selling, identifying the right target audience by creating buyer personas, and promoting webinars through various pre-event tactics. The post-webinar section covers turning viewers into customers and reusing webinar content.
This document provides a guide to creating an effective demand generation strategy with four key parts: 1) Defining the target audience through research of past customers and new prospects. 2) Setting goals and key performance indicators. 3) Structuring the marketing and sales funnels to move leads through stages. 4) Choosing appropriate tactics like paid search, social media ads, and content marketing for the top, middle, and bottom of the funnel. The document emphasizes optimizing the strategy over time by reviewing goals, lead scoring, funnel efficiency, and customer feedback.
This document outlines a 5-step digital marketing plan: 1) Plan, 2) Reach, 3) Act, 4) Convert, and 5) Engage. The plan details strategies and key performance indicators (KPIs) to build an online audience, encourage brand interactions, increase conversion rates, and improve customer loyalty through content marketing, social media, and other digital channels. The overall goal is to optimize the digital marketing process to boost metrics like sales, customer satisfaction, and advocacy.
This document provides an overview of digital marketing best practices. It discusses understanding the customer journey, focusing on various media types including owned, paid and earned media. It also covers best practices for content marketing, marketing automation, information architecture and developing a mobile content strategy. The key recommendations are to understand the customer, focus on compelling content across owned channels, and integrate paid and earned media to drive engagement throughout the customer journey.
This document discusses various traction channels that can be used to grow a startup. It begins by explaining key startup stages from ideation to establishing. It then provides details on 20 different traction channels, including viral marketing, PR, search engine marketing, social ads, content marketing, and engineering as marketing. The document emphasizes measuring channel performance and learning through testing different options. It presents the Bullseye Framework for choosing channels - brainstorming all options, ranking them, prioritizing the top 3 highest potential channels to test initially, and then focusing on the most promising one found through testing.
An introduction to Account-Based Marketing including an analysis of benefits and criticisms, statistics, implementation suggestions and ideas, Importance of content and Lead-to-Account, challenges, and software considerations.
Contact me on LinkedIn if you have questions: https://www.linkedin.com/in/anantdas
This document discusses developing a strategic B2B digital marketing approach for modern marketers. It emphasizes using a full spectrum marketing approach to build cohesion across all phases of the marketing funnel and engage target audiences more effectively online. This involves redefining the digital marketing funnel, understanding customers, focusing marketing efforts on target markets, and taking a strategic approach to online visibility and performance measurement. Metrics like website traffic, social influence, engagement and conversions should be used to evaluate success.
This document provides a template for planning a digital marketing campaign. It includes sections for defining campaign goals and metrics, targeting audiences, key messages and offers, strategy, media mix and budget, and a media schedule. The template is intended to help marketers integrate digital tactics into broader campaigns and prompt consideration of new digital approaches. It was created by Dave Chaffey and Danyl Bosomworth of the consultancy Smart Insights to provide a structured framework for campaign planning.
This document discusses understanding consumer intent to create better digital advertising and experiences. It explains that intent is the largest marketing variable and shapes consumer interactions. Understanding intent allows creating relevant, personalized experiences. The document outlines how Planalytics uses data analysis to understand intent through identifying trends, audiences, and consumer journeys. It also describes an intent feedback loop of continuous analytics to optimize campaigns through audience segmentation, media valuation, measuring success, and quantitative testing. The goal is to leverage intent insights to improve brand engagement and drive performance.
The document discusses strategies for marketing to online users in India. It notes that people have increased internet access through various devices like smartphones. It then discusses different types of online shoppers in India and how to target them through location-based advertising or by understanding their decision factors when shopping online. The document also covers developing personas, account-based marketing strategies, creating a customer journey map, and planning promotion strategies using various digital channels. It emphasizes measuring the effectiveness of different marketing tactics.
By aligning Marketing & Sales, increased ROI is show. This presentation describes how to nurture stale leads into sales-ready leads through marketing automation and lead nurturing.
1) The document provides strategies for keeping customers coming back through cross-selling and upselling efforts. It discusses designing customer programs around goals, understanding customer personas, segmenting customers, mapping products to segments, developing content and programs, measuring results, and aligning marketing and sales teams.
2) A key point is that retaining and cross-selling existing customers is much more profitable than acquiring new customers. The document provides steps and examples for cross-sell email nurturing programs, retention programs, and multi-channel customer engagement.
3) Metrics for programs range from initial engagement metrics to later revenue metrics. Attribution models can help determine which touchpoints contribute to opportunities and sales. The final section stresses aligning marketing and sales
DMW Direct is a marketing agency that uses an omnichannel approach to connect with customers and motivate them to take action. The agency provides digital services including web strategy, user experience design, web development, digital marketing programs like paid search, email, and analytics to help clients achieve their goals. DMW Direct's methodology includes assessing clients' objectives, analyzing audiences, and developing strategies and tactics to optimize engagement and drive results across channels.
Planning B2B Lead Generation Marketing ProgramsPardot
The document discusses planning and improving B2B lead generation marketing programs. It recommends taking a buyer-focused approach by understanding objectives, offering relevant content tailored to buyer needs, and identifying any gaps in programs. Examples are provided of implementing resource publishing, segmented email nurturing, optimized landing pages, and website redesigns. Performance should be measured using metrics related to traffic, lead generation, and revenue to evaluate programs and identify opportunities. Resources are offered to further assess marketing content, websites, and programs.
Digital marketing course in Chandigarh.pptxasmeerana605
Digital marketing encompasses various strategies and tactics aimed at promoting products or services through digital channels to reach and engage target audiences.Establishing a strong online presence is essential for digital marketing success. This includes creating and optimizing a website, as well as leveraging social media platforms, search engines, and other digital channels.
From the B2B Content2Conversion Conference, with:
Paul Burgess, Director, Online Marketing, Time Warner Cable Business Class
Heather Berggren, Global Demand Generation Manager, Enterprise Solutions Group, Dell
The document discusses inbound marketing and provides examples of inbound strategies that can be used in the pharmaceutical industry. It defines inbound marketing as creating and sharing valuable content to attract qualified prospects. It outlines content marketing, SEO, and social media marketing as key inbound tactics. It then describes how inbound uses this content across the buyer's journey from awareness to consideration to decision. Specific inbound tactics for different stages are suggested. The document concludes by noting the importance of creating SMART inbound strategies for pharmaceutical companies to connect with doctors and scientists on social media.
How to launch successful advertising campaign _mujeeb riazMujeeb Riaz
How to launch successful advertising campaign by using design thinking framework?
how to run successful marketing campaign?
components of advertising campaign
360 Advertising Campaign
360 advertising campaign and execution
Marketing Automation: The Future of Sales & MarketingRoom 214
Although marketing automation has been around for 6+ years, many companies (B2B AND B2C) are just now in the consideration phase.
This presentation offers an explanation of marketing automation in the context of modern digital marketing models (Paid, Owned, Earned in addition to the Digital Path to Success Model).
We look at the relevant history leading up to marketing automation ("the missing platform"), in addition to how it works, it's core elements and some top-line stats regarding the reasons companies choose to use it.
The document provides an overview of digital marketing planning from ITAA. It discusses key components of a digital strategy including objectives, audience, and content strategy. It covers digital tactics like content marketing, social media, SEO, PPC and email. The planning process involves defining goals and audiences, creation of tactics, implementation, and evaluation. Case studies are also presented on topics like social media, PPC and local search.
Similar to IPL- Bring your own Idea, Product lab pitch deck (20)
Strategy implementation for E-types.pptxNanda Kumar
This is a Coursera capstone project for Strategic management by Copenhagen Business School. The goal is to provide recommendations and on a Team Denmark project for E-Types and recommend long, mid and Short term actions.
PawTrace is a smart collar and app that allows pet owners to track, monitor, and prevent issues with their pets. It notifies owners if their pet leaves a designated safe area and allows them to see where their pet has been and what they have been doing. PawTrace aims to help pet owners in India better care for their pets by providing visibility into their activities and catching potential health issues early through behavior monitoring. The pet population in India is expected to grow 31% by 2023, showing that now is the right time for PawTrace to launch and address the need for improved pet parenting tools in India.
This document outlines plans for a mobile banking app to teach kids the value of money and encourage saving habits. The key points are:
1) The app aims to make saving money fun for kids by allowing them to save up to purchase desired items and earn extra money through activities and learning.
2) It recognizes that most parents feel responsible for teaching their kids about money but few require kids to save their allowance. The app seeks to increase the percentage of kids who save wisely.
3) The document discusses product features like creating a wishlist, earning money from activities, and allowing kids to speak with parents through the app. It also addresses challenges like keeping the app fun and accessible only to kids.
User experience design and_prototyping ExcerciseNanda Kumar
This document discusses the development of a personal banking app for kids to teach them financial literacy and savings habits. It includes user stories, wireframes, and prototypes of the app. The goal is to motivate kids to save money by making it fun and tracking their expenses. Parents want a way to monitor their kids' spending and ensure money is being saved for the future. The app aims to inculcate financial discipline in kids at a young age through gamification and incentives.
Perspective is key for product managers to understand how users view features and products. Different people can have varying perspectives due to factors like background, experiences, and preferences that shape how they see the world. A product manager must take many perspectives into account to build products that meet user needs.
This document discusses biomimetic architecture and adaptive compliant wings. It defines biomimetic architecture as seeking sustainability solutions from nature by understanding natural forms' governing rules, not replicating them. An adaptive compliant wing is defined as a flexible wing that can change aspects of its shape in flight. The document introduces principles behind adaptive compliant wings, including morphing wings that can sense their environment and adapt their shape for optimal performance. It discusses requirements for morphing wings like actuation systems, structural characteristics, and aerodynamic characteristics. Examples of wing morphing technologies using electric actuators and compliant designs are provided. The document notes adaptive compliant wings could save 10% of jet fuel consumption and have applications in wind turbines and submarines.
Leveraging Generative AI to Drive Nonprofit InnovationTechSoup
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Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
Chapter wise All Notes of First year Basic Civil Engineering.pptxDenish Jangid
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
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A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
How to Make a Field Mandatory in Odoo 17Celine George
In Odoo, making a field required can be done through both Python code and XML views. When you set the required attribute to True in Python code, it makes the field required across all views where it's used. Conversely, when you set the required attribute in XML views, it makes the field required only in the context of that particular view.
Temple of Asclepius in Thrace. Excavation resultsKrassimira Luka
The temple and the sanctuary around were dedicated to Asklepios Zmidrenus. This name has been known since 1875 when an inscription dedicated to him was discovered in Rome. The inscription is dated in 227 AD and was left by soldiers originating from the city of Philippopolis (modern Plovdiv).
हिंदी वर्णमाला पीपीटी, hindi alphabet PPT presentation, hindi varnamala PPT, Hindi Varnamala pdf, हिंदी स्वर, हिंदी व्यंजन, sikhiye hindi varnmala, dr. mulla adam ali, hindi language and literature, hindi alphabet with drawing, hindi alphabet pdf, hindi varnamala for childrens, hindi language, hindi varnamala practice for kids, https://www.drmullaadamali.com
2. PROBLEM
-According to Nielsen, 47% of
sales through Ads is
attributed to Creative
Yet, there is no simple way of
measuring the effectiveness
of creatives in linear
marketing online today:
• The current methods for
copy-testing is expensive
and time consuming.
• companies rely on gut-
feeling without scientific
methods.
3. Platform to on
board user
groups to
evaluate the
messaging &
creative elements
of brands
Enrich with 3rd
Party marketing
research data
Better
measurement of
AD creative in
terms of
consumer
acceptance
A two-sided online platform that replicates traditional ad-creative
measuring methods online.
Solution
4. Problem Validation
• Marketing Leader of CPG
• Growth Marketing
Entrepreneur
• Digital Marketing &
Product marketing experts
• Category Lead,
ecommerce website
• Marketing Lead, ITES
Customer
interviews
• Discovering the right
context/story for right
Audience, Medium for
Campaign.
• Lot of time wasted in Ad-
Creative testing before
campaign roll-out.
• Measuring campaign
performance, specifically in
Print/TV Media
Problem
Expressed
• Unwillingness to share past
campaign data
• Confidence on possible
solution less
Customer
participation
challenges
5. 0
10,000
20,000
30,000
40,000
50,000
2014 2015 2016 2017 2018 2019
Indian AD Sepnd in CRs
TV Print Digital Outdoor Radio Cinema
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
2014 2015 2016 2017 2018 2019
Share of Ad Spend
TV
Digital
Cinema
Outdoor
Print
Radio
Market Size & Trends
• *FMCG, Auto, Digital Economy & Retail (Ecommerce, Tech/ Telco, Retails) drives 2/3rd of the Spends
• **Note: As Per Customer Inputs (GMI and Britannia), assuming the same percentage for across Industries
• Source: https://www.groupm.com/news/groupm-indias-2019-ad-forecast
$11B USD $8.25B USD $400M USD
5% is spent on
Ad creative testing**
TV, Print & Outdoor corresponds to 75%Indian Ad spend across mediums*
6. Competition
Consumer behavior and research companies.
Many More ad-tech companies testing the impact of Ad-
Creative using their Machine Learning/AI based
projections.
In terms of AD
Creative testing cost
For Digital Mediums
Expensive
Offline
Online
Measureyourads.com
In-Expensive
7. Product
Customer(Brands
or Marketing
Agency)
Target Audience
Select Target
Audience
Properties
Upload
Creatives &
messaging
Platform will push the
creative and messaging to
the target audience
Evaluate creative ,provide
feedback
Platform collate customer feedback
+ 3rd party data to provide measures
& insights about creative
Assign a
Moderater
Incentives from
Platform
Pay per creative &
TG
Receive payments
from Customer & Pay
to target audience
Register
Register
Measure Your Ads
Community discussions
Upload Creative–> Get Evaluated by TA – >Get Measures & Insights
8. Business Model Canvas
Key
Partners
Key
Activities
Value
Propositions
Customer
Relationships
Customer
Segments
Key
Resources
Channels
Cost
Structure
Revenue
Streams
• Marketing managers
B2B and B2C
Organizations
• Ad Agencies (TBD)
• User Researcher
(TBD)
• Linked In
• Twitter
• Marketers Community
• Web-site forms
• Email / Chat Bot
• Web-Site
• Customer Testimonials
• Direct access to relevant
/validated target audience
online hence reducing
time & effort in
arranging F2F focus
groups
• TA validates & gives
feedback on the creative
along with third party data
to provide insights &
effectiveness of
creative on target
audience.
• Software Dev & Support
• Periodic Enhancement
• Customer Service
• Negotiations with Partners
• Data Mining & Build base
• Cloud Infrastructure
• Open Source/Software
licenses, Consumer Data
• Third party market
research data
• Evaluated and
targeted consumers
forming target
audience
• Research and Development
• People Developing & Maintaining software
• Licensed Software
• Marketing (Customer Acquisition) expenses
• Data Acquisition
• Incentivizing target audience
• Charging $X per creative and per X
no of consumers in TG
• Only customer feedback based
measures & insights
• Customer Feedback + 3rd party data
based measures & insights
9. Next Steps
Assumptions Hypothesis Experiment
Creative teams are willing to use an
online platform to measure creatives
including video ads, print and media
ads, and for a cost.
If a platform can replicate traditional ad-
creative measuring methods online,
then creative, user, teams will be
interested in giving it a try.
SEM AD Word Campaign focused on
Creative managers and leads
User research teams are willing to
use an online platform to gather
insights and behavior data necessary
to create new creatives for
advertising campaigns
If a platform can replicate traditional ad-
creative measuring methods online,
then creative, user, teams will be
interested in giving it a try.
SEM AD Word Campaign focused on
User research teams.
• Perform below experiment to validate the solution
13. Market Adoption
Creating Awareness
Landing page with
explainer video to gauge
customer awareness of
the problem
Showcase basic MVP
demo on sample data to
interested customer
Participate various
marketing events to
demonstrate MVP
Creating Interest
Running openly
available Ad-
Creatives as a
sample model
And demonstrate the
outcome
Evaluation
Partner with Ad-
Agency and Run
existing actual
campaign creatives
along with the
Message, and
publish through
Customer Channels
(Prospects)
Trial & Adoption
Free Trial for one of
the completed
campaign, if the
Advertiser/Ad-Agency
is subscribed for at
least one campaign,
with minimum
threshold range of
scores match
14. Persona Marketing Manager
Aspirations:
• Increase Market Share
• Growth Hacking for Brand
• Aspire to become a Portfolio
Head
Behaviors:
• Career focused and outspoken and
affluent communicator.
• Communicate with empathy
• Connect with people easily
• Great influencer
Goals:
• Effective Campaign Roll on time
• Reduce CPL and increase SQL
• Increase customer base
• Demographics:
• Age : 30 to 55
• Gender : Male
• Location: Metro City, India
• Employed in B2B/B2C/Marketing
companies
15. Empathy Map – Marketing Manager
• What is the campaign objective?
• Who are my target audience?
• What content I need to execute?
• What creative I need to have a touchpoint?
• How long I can run the campaign
• How do I test my Creative
• Do my target Audience are relevant
• How does a creative get audience attention
• How mass market will respond?
• How do I meet my OKR’s if the campaign is
not giving enough responses?
• Work with Agency or creative teams in
agency get the Creative sample
• Campaign Components research & validate
with the Brand Team
• Tweaks the campaign parameters through
automated AB testing to determine the
optimal response
• Excited to launch a new campaign for a
product or service
• Skeptical about the acceptance by TA
• Worried to about creative effectiveness
and whether the content is right
Says Thinks
Does Feels
16. Value Map – Marketing Manager
Gain Creators
Pain Killers
Gains
Pains
Jobs
• Identifying the Right
set of Audience
• Getting Optimal
response
• Selecting the best
creative for the
selected audience
• Channel and Touch
Point selection
• Get the maximum
response by selecting
the right audience
• Grab attention from
the Consumers for the
attractive and
meaningful creative
• Increase Brand
Penetration
• Define Campaign
objectives, Targeting
Audience, Message
Content and select
the best ad-creative
• Identify the
Campaign Channel
based on the context
• Roll-out campaign
for optimal time
period
An online collaborative
platform where brands
meet focus groups to
get feedback on the
AD creative
• Direct access to relevant /validated
target audience online
• TA validates & gives feedback on
the creative along with third party
data to provide insights &
effectiveness of creative on target
audience.
FI
T
🔛
Measure Your Ads
• Direct access to right set of target
audience who give the right feedback
and ratings to creative
• Measure creative effectiveness at
their desk and no need of arranging
F2F sessions
17. Assumptions
Customer Product Market
• Marketing Managers are
willing to pay for virtual
evaluation of the creatives
• Marketing Managers trust
the availability of target
audience in the platform
• Third Party Data Providers
share the consumer
behavior data
• Target audience sign up
for evaluating the creative
• Target audience provide
honest feedback on the
creative
• BFSI, CPG, Retail will
continue to spend in
Advertising and also in
Ad-Creating Testing
• Digital Advertising spend
will increase and Print
Media spend will remain
due to cultural reasons
18. Customer Interviews
Questions during the discussion:
• Roles and Responsibilities
• Preferred Marketing Channels
• How do you measure effectiveness of an
Campaign
• Other biggest challenges in Campaigning
• Does Creative effectiveness matters
• How to you chose best creative for the Ad
• If any AI based solution helps in Optimal
Selection of the Ad-Creative, will your Brand
team consider to practice
• How much time it will take and money for your
team to decide on creative
Customers Interviewed:
• Marketing Leader, General Mills India
• Marketing Leader, Britannia Foods
• Growth Marketing Entrepreneur
• Managing Director, Ad-Agency
• Digital Marketing, Google
• Category Lead, Shopclues.com
• Marketing Lead, ITES
19. Customer Interaction – Problem summary
Problems Expressed:
• Discovering the right context/story for right
Audience, Medium for Campaign.
• Lot of time wasted in Ad-Creative testing
before campaign roll-out.
• Measuring campaign performance,
specifically in Print/TV Media
• Attributing Campaign performance.
• Optimizing the response rate(leads) which
will increase sales penetration
• Increased cost Per Impression, and click
Through Rate
• Digital Ad-Testing is too expensive
Creative
Message
Targeting
Audience
CHANNEL
20. Competitive Advantage
For Linear Medium Advertising (TV, Print etc.); Nielsen, Kantar and Many more Research/Ad
Agency organizations helping Advertisers in Testing the Ad-Creatives
• The Ad-Creative Testing methods are Traditional
• Recruiting the Consumers (they may not belongs to the same product category)
• Interviewing, choice based decision in selecting the Ad-Creative
For Digital Mediums; Facebook and Many More ad-tech companies testing the impact of Ad-
Creative using their Machine Learning/AI based projections.
• Ad-Creative is served on FB platform as a viewable impression
• For a sample of Target Audience, for sample number of days
• Choice made based on the Click Through Rate and % Viewable Impressions
Measure Your Ads
• Quick and Accurate based on actual human feedback
• Third party data integration
• Behavior of the Target Audience,External Drivers
Given, Growth of Tech
Editor's Notes
1.2019, while global adexgrowing at 3.6%, Indian adexestimated to grow at a strong 14%.
2.Growing at a higher pace than last 4 years CAGR growth. Expected Growth across all media.
3.Adexgrowth approx. 2x of estimated GDP growth
4.Digital at 20% media mix. It takes 37% of incremental adexin 2019
5.India 10thlargest market in ad spends, 3rdhighest contributor to incremental ad spends, the fastest growing major ad market in the world.
6.FMCG, Auto, Digital Economy & Retail (Ecommerce, Tech/ Telco, Retails) drives 2/3rd of the Spends.
https://economictimes.indiatimes.com/industry/services/advertising/india-ad-spend-likely-to-be-rs-697-billion-in-2019-report/articleshow/69773462.cms?from=mdr
https://www.livemint.com/industry/advertising/advertising-spend-will-grow-11-4-to-rs-69-690-crore-in-2019-dentsu-1560408905362.html