UNIVERSITY OF NIGERIA, ENUGU CAMPUS

FACULTY OF BUSINESS ADMINISTRATION

DEPARTMENT OF MARKETING

(A TERM PAPER ASSIGNMENT PREPARED IN PARTIAL FULFILLMENT OF THE

COURSE E-BUSINESS AND INTERNET MARKETING – MKT 324)

TOPIC:

INTERNET TECHNOLOGY AND E MARKETING PLANNING

GROUP ONE

LECTURER’S NAME:

PROF. S.C. MOGULUWA

NOVEMBER, 2024

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 GROUP MEMBERS NAME
AGBO FAVOUR UDOCHUKWU 2021/248986
CHUKWU ALEX CHIDUBEM 2021/241666
EZE CHINAZA DIVINE FAVOUR 2021/249317
IKEH GABRIEL KENECHUKWU 2021/245573
NWAIGWE OBINNA ISRAEL 2021/241667
OBI CHIBUZO FAVOUR 2021/243323
OGWAI OSINACHI ROSEIMMACULATA 2021/241538
ONWUGUZO PRECIOUS ONYEKACHI 2021/241246
ROBERT GLORY CHIDINMA 2021/247985
UVERE EMMANUEL UCHECHUKWU 2021/241261

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TABLE OF CONTENTS

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 CHAPTER ONE

INTRODUCTION

1.1 Background

In today's digital age, data has emerged as the lifeblood of successful e-marketing strategies. By
harnessing the power of data, businesses can gain valuable insights into consumer behavior,
preferences, and trends. This knowledge empowers marketers to make informed decisions,
optimize campaigns, and ultimately drive business growth. The advent of the internet has
revolutionized the way businesses operate and interact with their customers. E- marketing,
strategic process of planning and executing marketing efforts through digital channels, has
become essential tool for business regardless of their sizes.

Internet technology has fundamentally transformed the landscape of e-marketing. By

understanding the key technologies, following a systematic planning process, and addressing the
associated challenges, businesses can leverage the power of digital marketing to achieve
sustainable growth and success. As technology continues to evolve, businesses must adapt their
e-marketing strategies to stay ahead of the curve and capitalize on emerging opportunities.

1.2 INTERNET TECHNOLOGY

The Internet technology is a vast network of networks that spans the entire globe. Data is
transferred from
computer to computer, and from network to network, using packet-switching technology and a
suite of Internet protocols called TCP/IP, after its two most important protocols.
Although only popularized in the 1990s, the events that were to lead ultimately to the creation of
the Internet started back in the late 1950s. When the Soviet Union launched the first earth-
orbiting
satellite (Sputnik) in 1957, the United States awoke to the fact that they were being overtaken in
the space race. One of the results of this realization was the establishment of the Advanced
Research Projects Agency (ARPA) in 1958. In 1969, ARPA set up a research project called
ARPANET (Advanced Research Projects Agency Network) to create a secure, decentralized
network capable of functioning when parts of the network infrastructure were destroyed or
disabled (for example, in the event of a nuclear war).

The idea behind packet-switching was to break messages down into small blocks of data called
packets that could be sent across a network independently of one another, and if necessary via
different routes. The message would be reassembled by the receiver once all of the packets had
arrived safely. If a packet was lost or damaged, it could be re-transmitted, avoiding the need to
transmit the entire message from the beginning. The protocols used to transfer data across the

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network had to be robust and flexible enough to be able to deal with lost or damaged packets and
adapt to the sudden loss of network links by finding a new route between the two communicating
end points. The protocols also had to work over a number of different underlying network
technologies, and on different operating systems and hardware platforms.

The first standard networking protocol developed for ARPANET was the Network Control
Protocol (NCP), which was deployed in December 1970 and successfully used by a number of
ARPANET sites to communicate with each other in October of the following year. By the end of
1971 there were fifteen sites using NCP. They consisted mainly of universities and scientific
research centers, and included Carnegie Mellon University, Harvard University, MIT, the RAND
Corporation, Stanford University, and UCLA.

According to recent statistics, the Internet had 1.463 billion users worldwide as of June 30th,
2008. This represents a thousand-fold increase in the last fifteen years, largely attributable to the
widespread availability of low-cost computers and Internet access, the almost universal adoption
of computer and networking technology by commerce, industry and mainstream education, and
the phenomenal growth in commercial Internet services and new Internet technologies. All
research councils, universities and FE colleges in the UK are connected to the UK's government
funded national research and education network (NREN). The network is called JANET (Joint
Academic NETwork), and is linked to other NRENs in Europe and around the World via
GEANT, Europe’s main research and education network.

One of the most important usage of the most important usage of internet technology is in the
aspect of Electronic Businesses. Internet can be accessed of computer or any digitally enabled
electronic devices which makes our daily activities easier and stress free, because information
can be accessed from wherever they are in the world as long as they are on the internet. This
significantly changes the ways of conducting business. Internet has brought the total
connectivity, real-time and a unique, simple interface provided by web browsers. Now every
company can instantly interact with customers, suppliers, banks, transporters and other business
stakeholders. This creates a new way of data transfer throughout the company and, on the basis
of that, creates a new environment for conducting business processes and maintaining successful
business relations.

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1.3 IMPACT OF INTERNET TECHNOLOGY ON HUMAN AND HIS IMMEDIATE
ENVIRONMENT

The internet has had a profound impact on society, transforming various aspects of our lives. The
following explains significant impact of technology to humans and his immediate environment.

 COMMUNICATION: The internet has revolutionized communication, making it easier

and faster to connect with people around the world. Social media platforms, email, and
instant messaging have transformed the way we interact with friends, family, and colleagues.
 EDUCATION: The internet has opened up new opportunities for education, providing
access to a wealth of information and online courses. E-learning platforms have made it
possible to learn at one's own pace and from anywhere in the world.
 HEALTHCARE: The internet has improved healthcare by enabling telemedicine, remote
patient monitoring, and online health information resources.
 ECONOMY: The internet has driven economic growth by creating new industries, such as
e-commerce, digital marketing, and software development. It has also facilitated global trade
and investment.
 CULTURE: The internet has influenced culture by shaping our values, beliefs, and
behaviors. It has also led to the emergence of new cultural phenomena, such as online
communities and viral videos.

1.4 CHALLENGES OF INTERNET TECHNOLOGY

While the internet has brought many benefits, it also presents challenges.

 CYBERSECURITY: The increasing reliance on the internet has made cybersecurity a

major concern. Cyberattacks, such as hacking and data breaches, can have serious
consequences for individuals and organizations.
 DIGITAL DIVIDE: Not everyone has equal access to the internet, creating a digital divide
between those who have access and those who do not.

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 MISINFORMATION AND DISINFORMATION: The internet can be a breeding ground
for misinformation and disinformation, which can have negative social and political
consequences.

Despite these challenges, the internet offers immense opportunities for innovation, economic
growth, and social progress. By addressing the challenges and harnessing the potential of the
internet, we can build a better future for all.

1.5 KEY INTERNET TECHNOLOGIES IN E-MARKETING

1. WEBSITES AND WEB APPLICATIONS

 E-commerce Platforms: Platforms like OLX, JUMIA, and KONGA enables businesses to
sell products and services online.
 Content Management Systems (CMS): Systems like WordPress and Drupal facilitate the
creation and management of digital content, such as blog posts and product descriptions.
 Web Analytics Tools: Tools like Google Analytics provide insights into website traffic,
user behavior, and conversion rates.
 Mobile Applications: Apps can enhance customer engagement and provide a seamless
mobile experience.

2. SOCIAL MEDIA PLATFORMS

 Facebook, Instagram, Twitter, LinkedIn, TikTok: These platforms allow businesses to

connect with their audience, share content, and build brand awareness.For instance,
Cocacola company often creates product campaign contents in form of advertising in order
to alert their cutomers about the existence of a new brand or an improvement of already
existing brand using different social media platforms.

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3. SEARCH ENGINE OPTIMIZATION (SEO)

 Keyword Research: Identifying relevant keywords to target specific audiences.

 On-Page and Off-Page Optimization: Optimizing website content and building backlinks
to improve search engine rankings.

4. PAY-PER-CLICK (PPC) ADVERTISING

 Google Ads, Social Media Advertising: Paid advertising to reach a wider audience and
drive traffic to websites.

5. EMAIL MARKETING

 Email Marketing Platforms: Tools like Mailchimp and Constant Contact enable
businesses to send targeted email campaigns.

6. Digital Analytics

 Google Analytics and Other Tools: Measuring the effectiveness of digital marketing
campaigns.

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 CHAPTER TWO

DEFINITION AND NATURE OF E-MARKETING

E-marketing or electronic marketing is the process of promoting products, services, or brands

through digital channels, utilizing internet-based tools to reach customers. This encompasses a
range of activities that use electronic communication technologies such as websites, social
media, email, search engines, and mobile applications to connect with, engage, and convert
target audiences. It leverages the data-driven, interactive capabilities of digital platforms to
create personalized and efficient marketing campaigns.

2.1 SCOPE OF E-MARKETING

The scope of e-marketing is broad and dynamic, as it adapts to new technologies and digital
trends. Key areas include:

1. SEARCH ENGINE MARKETING (SEM): Involves increasing visibility on search engines

through paid advertising (PPC) and optimization strategies (SEO) to rank high in search results,
thus driving traffic to a website.

2. SOCIAL MEDIA MARKETING (SMM): Uses social media platforms (like Facebook,
Instagram, Twitter, LinkedIn) to promote brands, engage audiences, and build communities,
including both organic and paid methods.

3. CONTENT MARKETING: Focuses on creating valuable, relevant content (blogs, videos,

infographics, etc.) to attract, inform, and engage users, ultimately driving them to take desired
actions.

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4. EMAIL MARKETING: Involves sending targeted, personalized emails to customers and
prospects, aiming to nurture leads, maintain customer relationships, and drive sales through
promotions, updates, or newsletters.

5. AFFILIATE MARKETING: A performance-based marketing model where businesses

partner with affiliates who promote their products or services, earning a commission for each
sale or lead generated.

6. INFLUENCER MARKETING: Leverages individuals with a significant online following to

promote products or services, capitalizing on their credibility and reach.

7. MOBILE MARKETING: Targets users on mobile devices through SMS marketing, in-app
ads, or mobile-friendly website optimization, reaching customers on a platform they use
frequently.

8. DISPLAY ADVERTISING: Uses banner ads, video ads, or other visual media on websites,
apps, and social platforms to attract attention and drive traffic.

9. ANALYTICS AND DATA-DRIVEN MARKETING: Involves gathering, analyzing, and

applying user data to optimize campaigns, personalize experiences, and improve customer
targeting.

10. E-COMMERCE MARKETING: Integrates e-marketing directly into online stores, using
digital strategies to drive traffic, conversions, and customer loyalty.

2.2 BENEFITS OF E-MARKETING

 Global Reach: Ability to reach a wide audience beyond geographical boundaries.

 Cost-Effective: Often lower cost compared to traditional marketing, with higher Return on
Investment (ROI).
 Personalization: Allows for targeted, tailored experiences based on user data.

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 Measurable Results: Enables tracking and analysis of performance for continuous
improvement.
 Interactivity: Engages users actively, allowing two-way communication and building
stronger customer relationships.

E-marketing’s evolving landscape makes it essential for businesses to stay updated on

technological advancements and shifting consumer behavior, leveraging these tools strategically
to achieve marketing objectives.

2.3 KEY COMPONENTS OF E-MARKETING

1. Website Optimization: Ensures that a website is user-friendly, fast, and mobile-responsive,

which enhances user experience and improves conversion rates.
2. Search Engine Marketing (SEM): Involves paid advertising strategies like Google Ads to
increase visibility on search engines, driving targeted traffic to the website.
3. E- Marketing utilizes platforms like Facebook, Instagram, and Twitter to engage with
customers, build brand awareness, and promote products or services. For example, Cocacola
often use Facebook, Instagram, Twitter, and other social media platforms to create brand
awareness to their target customers.
4. Content Marketing: This is one of the most vital characteristics of E-business, because it
focuses on creating valuable content (blogs, videos, info graphics) to attract and retain a
clearly defined audience, ultimately driving profitable customer action.
5. Email Marketing: This involves sending targeted emails to nurture leads and communicate
with customers, often resulting in high Return on Investment (ROI).
6. Analytics and Data Analysis: E-Business uses tools like Google Analytics to track user
behavior, measure campaign effectiveness, analyze historical sales data, identifies seasonal
trends and inform future marketing strategies. This ensures that the company maintains
optimal stock levels to meet customer demand while minimizing excess inventory and
associated carrying costs.

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2.4 FUTURE TRENDS IN E-MARKERTING

There are various trend of E-marketing mainly due to the help and assistance of technology.
Some of these trends include:

 AI AND AUTOMATION IN MARKETING

Artificial intelligence, popularly known as AI are used in marketing to provide actionable

recommendations for managing the relationship between the organization and the customers. AI
can generate a profile for each customer, so that the organization can understand what drives
their customers’ choices and guide them to their next best actions.

Automation on the other hand are changing the marketing game by enabling businesses to create
smarter, personalized, and more effective strategies. AI algorithms can analyze large amounts of
data to spot patterns and insights we humans might miss, leading to highly targeted and more
successful campaigns. For example, AI can predict customer ehavior, optimize pricing and
personalize content for each person. By providing real-time analytics, AI can discover actionable
insights into campaign performance that enable agile optimization for better outcomes.

Other AI-powered tools like virtual assistants and chatbots provide instant, personalized service,
improving the customer experience. Automation tools streamline repetitive tasks like emails,
social posts, and ad placements so marketers can focus on strategy and creativity instead.
Ultimately, combining AI and automation is a great way for businesses to improve efficiencies,
increase Return on Investments, boost sales, and most importantly minimize the cost of
production of the organization.

 EXTENDED REALITY

Extended Reality (XR) is becoming an increasingly popular trend in digital marketing. It

presents new opportunities for marketers to engage and build customer relationships by
providing immersive experiences via virtual, augmented, and mixed reality. By leveraging XR
technology, brands can create engaging campaigns to measure customer engagement metrics
such as user engagement, brand recall, and customer satisfaction.

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XR can also enable interactive experiences that allow customers to engage with products
engagingly before making a purchase decision. In addition, XR can provide valuable data
analytics to help marketers better understand their target audience and optimize their campaigns
for maximum results.

With XR technology, marketers can measure key digital marketing metrics such as user
engagement, brand recall, satisfaction levels, click-through rates (CTRs), and conversion rates.
This allows marketers to understand their campaigns’ effectiveness better and optimize them for
maximum performance.

 INFLUENCERS MARKETING

This is the act of using celebrities to promote a brand or product. It is among the trends of E-
marketing because they possess what brands truly require: a sincere relationship with their
followers. While the number of followers these influencers have may not be in the millions,
those who do are active and rely on their advice. They are therefore extremely beneficial to
marketers seeking a reputable means of reaching a wider audience. The emphasis these days is
on developing long-lasting relationships that accurately represent the brand’s values, rather than
just one-time promotions. In influencers marketing, congruence and genuineness are everything.

 PREDICTIVE ANALYTIC

This stands as a cornerstone of AI marketing, offering businesses a window into the future
desires and behaviors of their customers by employing sophisticated AI algorithms to sift
through and analyze extensive datasets. Organizations gain the ability to spot emerging patterns
and preferences that elude the human eye. This foresight enables companies to not only react to
current market trends but also anticipate them, crafting marketing strategies that address
consumer needs before they fully materialize. This forward-looking approach allows for the
delivery of highly targeted messages and offerings, seamlessly aligning with the evolving
expectations of consumers.

The power of predictive analytics lies in its ability to empower businesses to act pre-emptively,
offering solutions and experiences that consumers themselves might not yet realize they desire.
By leveraging predictive analytics, marketers can enhance the precision of their campaigns,
ensuring that every marketing dollar is spent reaching the individuals most likely to engage,
convert, and remain loyal to the brand. This strategic foresight not only elevates the effectiveness
of marketing efforts but also enriches the consumer experience, paving the way for a future
where businesses and customers are more closely connected.

 PERSONALIZATION OF MARKETING CAMPAIGNS

The next development in the trend can be seen through the meticulous analysis of vast amounts
of customer data in real time, AI-powered algorithms are now capable of curating content and

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making recommendations uniquely tailored to everyone’s preferences and behaviors. This
elevated level of personalization enables businesses to not only meet but exceed customer
expectations, creating highly customized experiences that resonate on a personal level. The
transformative power of AI in personalization is a game-changer for businesses seeking to
deepen customer relationships and enhance loyalty. By delivering content that is meticulously
aligned with individual customer preferences, brands can engage with their audience in a more
meaningful and impactful way.

 CHATBOXS AND VIRTUAL ASSISTANTS

The integration of AI-powered chatbots and virtual assistants into customer service strategies
marks a significant leap forward in the realm of digital engagement. These innovative tools are at
the forefront of transforming interactions, offering instant, around the-clock support tailored to
each customer’s unique needs and inquiries. The beauty of such technology lies in its ability to
provide swift, personalized assistance, thereby elevating the customer experience to new heights
of satisfaction and efficiency.

 CONVERSATIONAL MARKETING

Regardless of language or cultural background, a marketer can converse with his/her audience
without any issues/problems and this is the power of voice search technology-driven
conversational marketing. Marketers are adopting conversational marketing to break down
linguistic boundaries and establish deeper connections with a variety of consumers by utilizing
my multilingual communication abilities.

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 CHAPTER THREE

E-MARKETING PLANNING

Marketing Planning is the process of developing strategies and actions to achieve specific
marketing objectives for a business or organization. It also involves analyzing the current market
environment, identifying target audiences, setting clear ane measurable goals through various
marketing activities.

3.1 STEPS IN E-MARKETING PLANNING:

Step 1: Situation Analysis- Conduct market research to understand target audience, industry
trends, and competitors.

 Analyze internal strengths, weaknesses, opportunities, and threats (SWOT analysis).

 Identify market gaps and opportunities.

Step 2: Goal Setting

 Define specific, measurable, achievable, relevant, and time-bound (SMART) marketing

objectives.
 Establish Key Performance Indicators (KPIs) to measure progress.
 Align goals with business objectives.

Step 3: Target Market Identification

 Segment target audience based on demographics, behavior, or firmographics.

 Develop buyer personas to guide marketing efforts.
 Identify customer pain points and needs.

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Step 4: Digital Marketing Mix

 Develop strategies for:

 Product (digital products or services)
 Price (pricing strategies)
 Place (distribution channels)
 Promotion (digital marketing channels)

Step 5: Budget Allocation

 Assign resources to digital channels (e.g., social media, email, SEO).

 Consider budget allocation models (e.g., 50/30/20 rule).
 Prioritize channels based on ROI potential.

Step 6: Tactical Planning- Create action plans for each digital channel.

 Define specific tactics, timelines, and responsible teams.

 Establish metrics for success.

Step 7: Implementation and Execution

 Launch and manage digital marketing campaigns.

 Monitor progress and adjust strategies.
 Ensure consistent branding across channels.

Step 8: Monitoring and Evaluation

 Track performance using metrics (e.g., website traffic, engagement rate).

 Analyze data to inform future strategies.
 Adjust budget allocation based on performance.

3.2 ROLES OF INTERNET TECHNOLGY IN E-MARKETING PLANNING

The advent of the internet has revolutionized the way businesses operate, particularly in the
realm of marketing. E-marketing, the strategic process of planning and executing the marketing
of products or services over the internet, has emerged as a powerful tool for reaching target
audiences and driving sales.

Internet technology has significantly transformed each stages of the e-marketing planning
process through the following ways;

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1. ENHANCED SITUATIONAL ANALYSIS

 Real-time Data: Access to real-time data and analytics tools allows businesses to gain
deeper insights into consumer behavior and market trends.
 Social Listening: Monitoring social media conversations to identify emerging trends,
customer sentiment, and potential crises.

1. PRECISE TARGETING

 Behavioral Targeting: Targeting consumers based on their online browsing and purchasing
history.
 Geo-targeting: Delivering targeted messages to consumers based on their geographic
location.

2. PERSONALIZED MARKETING

 Dynamic Content: Creating personalized content and experiences for individual users.
 Email Marketing: Sending targeted email campaigns based on customer preferences and
behavior.

3. MEASURABLE RESULTS

 Analytics Tools: Utilizing advanced analytics tools to track the performance of digital
marketing campaigns and measure ROI.
 Increased Customer Engagement:

4. Social Media Platforms: Engaging with customers through social media channels to build
relationships and foster brand loyalty.

 Interactive content: Creating interactive content, such as quizzes and polls, to encourage
user participation.

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5. CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

 Customer Data Management: Storing and managing customer data to personalize

marketing efforts.
 Customer Support: Providing online customer support through chatbots, email, and social
media.
 Customer Feedback and Reviews: Monitoring and responding to customer feedback and
reviews.

6. MEASURING AND ANALYZING PERFORMANCE

 Web Analytics: Tracking website traffic, user behavior, and conversion rates.
 Social Media Analytics: Monitoring social media metrics, such as engagement, reach, and
sentiment analysis.
 Email Marketing Analytics: Measuring email open rates, click-through rates, and
conversion rates.

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CONCLUSION

A well-crafted e-marketing strategy, coupled with the strategic utilization of internet technology,
can significantly enhance brand visibility, customer engagement, and sales. As technology
continues to evolve, businesses must adapt their e-marketing approaches to stay ahead of the
curve. By embracing digital innovation and data-driven insights, organizations can unlock the
full potential of the digital age and achieve long-term success.

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Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.

Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence. Routledge.

Ryan, D. L., & Jones, C. (2019). Internet Marketing. Cengage Learning.

Leiner, B. M., Cerf, V. G., Clark, D. D., Kahn, R. E., Kleinrock, L., Lynch, D. C., ... & Wolff, S.
(2009). A brief history of the internet. Communications of the ACM, 52(3), 68-74.

Castells, M. (2001). The Internet Galaxy: Reflections on the Internet and the Web. Oxford
University Press.

Chaffey, D. (2021). "Digital Marketing: Strategy Implementation, and Practice."

Ryan, D. (2016). "Understanding Digital Marketing: Marketing Strategies for Engaging the
Digital Generation." Chat with Tutor

Shirky, C. (2008). Here Comes Everybody: The Power of Organizing Without

Organizations. Penguin Press.

https://marketingplatform.google.com/about/analytics/

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https://www.hubspot.com/products/marketing

https://www.linkedlin.com

https://www.osmoscloud.com

https://assetdigitalcom.com

https://pace.uwinnipegcourses.ca

https://pace.uwinnipegcourses.ca

https://selzy.com

QUESTIONS

1. List and explain five trends of E-marketing

2. “As technology continues to evolve, businesses must adapt their e-marketing approaches to
stay ahead of the curve”. What does the above quoted statement means?

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