Everything you need to know about the bases of market segmentation. This type of market segmentation divides the population on the basis of … Explore the QuestionPro Poll Software - The World's leading Online Poll Maker & Creator. This is one of the most widely used forms of market segmentation, since it is based on knowing how customers use your products and services and how much they are willing to pay for them. These collections have kept the brand from completely shedding its tough-guy image however, they do bridge the gender gap by include products tailored to women such as leggings and sports bras. Look for buyers that are feeling extreme pain (where their hair is on fire), and who also have money, a sense of urgency, and a good fit with the features of your current version of your product. Found inside – Page 54It is better if you know exactly what you want before you start , as it is an initial action that you must take to ... that your organization will ultimately focus on , and this will lead you to the concept of Market Segmentation . Marketing segmentation is a way of gaining a deeper understanding into the desires, dealbreakers, and preferences of the people who might or have purchased your products. Enter search phrases into Alexa’s Keyword Difficulty tool to measure audience interest and competition. Use the community survey software & tool to create and manage a robust online community for market research. 1 - Find a better quality customer. If you want to make the most of your promotional efforts, a focused market segmentation is your answer. Using different types of market segmentation allows you to target customers based on unique characteristics, create more effective marketing campaigns, and find opportunities in your market. Market Segmentation: Key Criteria Psychographic segmentation. Where the above examples are helpful for segmenting B2C audiences, a business might use the following to classify a B2B audience: Because demographic information is statistical and factual, it is usually relatively easy to uncover using various sites for market research. Your product might have multiple benefits, or your services appeal to multiple audiences. Market segmentation can help you to define and better understand your target audiences and ideal customers. If you’re a marketer, this allows you to identify the right market for your products and then target your marketing more effectively. Inevitably there will be some sub-segment of your market that is most likely to buy from you. Numerous automobile companies have started focusing on small car segments. Ultimately, market segmentation makes it easier for businesses to allocate their budgets and efforts by enabling them to understand their customers and prospects better. Save you time and money. Create and launch smart mobile surveys! Knowing your audience’s interests can help you identify psychographic segments within your customer base. In this article we will learn what market segmentation is and how it allows you to correctly direct your marketing efforts to the right audience to ensure the success of your business. when using the term “segmentation”), let’s review other types of market segmentation. The three-step funnel consists of market segmentation, market targeting, and product positioning. Found insideAll the while, you're building your expertise, your credibility, and your sales effectiveness. ... Knowing the market also makes your organization look bigger, stronger, and more dedicated to a market segment or industry. With dozens of marketing tactics available, it can be difficult to know what will attract your ideal audience. Without proper b2b market segmentation you’re missing the potential clients who should be given first priority. Values or opinions. Your business likely has loads of data that can help you get to know your customers. As you set a goal to engage with a specific group, your value proposition, marketing messages, and channels need to be adjusted according to the market segment you … Found inside – Page 109Market segmentation will require renewed focus in order to facilitate the consolidation process since the key to these ... banks offered mass banking solutions to their customers but have started focusing on the affluent segment also . This is the most obvious benefit. Real time, automated and robust enterprise survey software & tool to create surveys. Related: 4 types of market research to fuel your marketing strategies. For example, you can learn about customer behavior by seeing what pages users visit, how long they stay on the site, and what referral sites led them to your site. Types of audience segmentation in digital marketing Use your customer relationship management tools and point-of-sale systems to find trends related to behavioral segmentation. Robust, automated and easy to use customer survey software & tool to create surveys, real-time data collection and robust analytics for valuable customer insights. Nurtures Product Development. Experiences change the world. What are the main types of customer segments? 1. Demographic segmentation 2. Geographic segmentation 3. Behavioral segmentation 4. Psychographic segmentation 5. Persona segmentation 6. Value-based segmentation Why customer segmentation matters? How to segment customers with HelpCrunch? Consumer segmentation is used to find out the behaviors and attitudes of those groups. Found inside – Page 151Thus, market segmentation and differentiation are very related. In addition, even a mature business cannot satisfy all the ... They should focus on the market they have decided on and develop a suitable business model. We can see from ... Behavioral segmentation focuses on specific reactions, i.e. It refers to statistical data about a group of people. A common mistake is a product that meets 80% of many different segments, because management didnât have the discipline to focus. The goal of market segmentation is to identify a target market or group of people. Market segmentation 1: Demographics Geographic segmentation is the simplest type of market segmentation. If you have better focus, obviously you will have better business. Focus means saying no to highly attractive opportunities that may be knocking on your door. Using different types of market segmentation guides you toward the marketing strategies that will work best. A buyer persona is a semi-fictional description of your ideal customer. If you need help with creating a persona, use this free downloadable buyer persona template to walk you through the process. It may be a particular vertical, or it could be picking a particular size of customer, or some other characteristic such as experience with IP networking. Market segmentation research is the most common way to identify and understand the types of customers within your target market. Segmentation allows brands to create strategies for different types of consumers, depending on how they perceive the overall value of certain products and services. If you have existing customers, start your market segmentation process by performing an audience analysis. Try new markets and track your results to see where you can find a sweet spot that resonates with audiences. Found inside – Page 100It also means that a sport organisation can direct all of its resources towards the single market segment, making it more cost effective. However, there are also disadvantages to focused segmentation. There are dangers if the market ... This is part of my series on Building a Sales and Marketing Machine. Knowing what your customers search for is a great way to get inside their minds and see what they want and need Market segmentation allows companies to learn about their customers. This is part of my series on Building a Sales and Marketing Machine. The 4 types of market segmentation (and what they mean) The good news is that, just like so many things in marketing, market segmentation is actually really straightforward. The attitudes the public has towards your brand, the way they use it and their awareness are examples of behavioral segmentation. Go right to the source and conduct interviews with existing customers, past customers, ideal customers, and prospects and leads. Found inside – Page 111The problem was that his airline didn't compete in many markets, whilst their unfocused customer obsession policy led them to give service they just couldn't afford. ... Market. segmentation. We can now begin to concentrate on ... Found inside – Page 2277Second, segments have to be large enough to do business in; they have to possess enough size. ... International market segmentation is focused on discovering similarities and differences of consumers in countries (Schlager & Maas, ... This is part of my series on Building a Sales and Marketing Machine. For example, MailChimp has found that segmented campaigns get 14% more opens and 101% more clicks than non-segmented campaigns. Market segmentation allows you to get to know your customers, identify what is needed in your market segment, and determine how you can best meet those needs with your product or service. Market segmentation creates subsets of a market based on demographics, needs, priorities, common interests, and other psychographic or behavioral criteria used to better understand the target audience. Market segmentation helps you show your customers that you understand their core problems and that you have the solution. sign up for a free trial of Alexa’s Advanced Plan, 5 Ways to Strengthen the Retail Customer Journey for Your E-commerce Business, Why Inbound Content Marketing Needs More Conversations, 6 Customer Journey Touchpoints to Help Build an Optimal User Experience, 4 Lessons to Learn From These B2B Inbound Marketing Examples, 5 Ways to Supercharge Your Inbound Marketing Strategy, Chatbot ROI: What You Need to Know and Expect. Hobbies, activities, or interests. Behavioral segmentation. Targeting: Select one or more market segments to focus on. With market segmentation, you will likely find that certain sections of your audience are more motivated to purchase during certain seasons. Choosing an Effective Segmentation Strategy. This brand would likely target marketing managers at larger companies (ex. Demographic segmentation consists of dividing the market through different variables such as age, gender, nationality, education level, family size, occupation, income, etc. This company would likely target an audience that has a higher income. While demographic and psychographic segmentation focus on who a customer is, behavioral segmentation focuses on how the customer acts. Although understanding demand is often central to market segmentation, sometimes it is useful to focus on the firm’s own needs and wants. Let’s start with a pinch of theory. Now that you know what market segmentation is, start your research today! When you know what your customers want and need, you can deliver and communicate offerings that uniquely serve and resonate with them, 4 types of market research to fuel your marketing strategies, Knowing what your customers search for is a great way to get inside their minds and see what they want and need, Here Are 10 Buyer Persona Examples to Help You Create Your Own. Found inside – Page 641241) speak of a 'gulf between the needs and interests of academics and practitioners', which they say reflects 'the conceptual and empirical focus of market segmentation research (Foedermayr & Diamantopoulos, 2008; Yankelovich & Meer, ... The importance of market segmentation is that it makes it easier to focus marketing efforts and resources on reaching the most valuable audiences and achieving business goals. the, 5 steps to implement a market segmentation strategy. 4. They’re the portion of the total addressable market you plan to focus your efforts against, in comparison to other market segments you choose not to focus on. Segment your market: This step consists of choosing which of the types best suits your brand. Use Google Analytics to find details related to all four types of market segmentation. Market segmentation helps laser focus your marketing strategy and customer acquisition efforts. While the B2B enterprise marketing platform may target marketing managers who are motivated to increase productivity and show value to their executive team. As you can see, the market segmentation levels are the way a company looks at the market and sets how broad it’s market targeting should be. In this post I provide advice for focusing on your top customer segment. Found insideThis book is published open access under a CC BY 4.0 license. What segments are currently not being served? Enter the URL of your website in Alexa’s Audience Overlap tool to create a cluster map with dozens of other sites that your audience regularly visits. For example, if you're a business to consumer (B2C) company that sells adult skateboards, you may choose a target audience that comprises millennials between the ages of 21 and 33. Found inside – Page 37Ideally you have good overlap with your global focus markets; if you decide to get into the chemical market and headquarters does not have that segment in their top five markets, you are going to have issues with buy-in and access to ... It allows you to clearly visualize the person that your brand is trying to attract. 80% is enough to get them interested, but not enough to get them over the bar to purchase. Once you have a buyer persona that describes your ideal customer, start looking for market segment opportunities. Instead, you can use direct messaging that speaks to the needs, wants, and unique characteristics of your target audience. Thanks to technology, we can create “markets of one.”. The needs and interests of potential customers vary according to their geographic location, climate and region, and understanding this allows you to determine where to sell and advertise a brand, as well as where to expand a business. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. It gives your company an advantage over competitors by showing your customers that you understand them and know them best. Your website also has data that can help you learn about your audience. Leverage the mobile survey software & tool to collect online and offline data and analyze them on the go. You draw in ideal prospects and are more likely to convert potential customers into buyers. Our B2B mix marketing campaigns target customers who have a common business need and they can be found anywhere in the world. . The key value of psychographic segmentation is that it can help you create detailed customer personas that help you focus your marketing efforts. Receive new SEO, content marketing, and competitive analysis tips straight to your inbox. The Benefits Of Market Segmentation. Learn everything about Likert Scale with corresponding example for each question and survey demonstrations. Enter a search phrase to create a report with brands that own the top share-of-voice for the phrase. As an example, when I first started working with one of my portfolio companies, they had been approached by one of the top global banks that loved their software and wanted to put it into 2,500 branches. When your marketing messages are clear, direct, and targeted they attract the right people. Found inside – Page 223You'll find that by using segmentation, you can gain the highest return on your marketing and sales efforts. ... showing you how to apply knowledge of consumer behavior in order to narrow the range of customers you focus on. A B2C example in this segment may be the luxury car brand choosing to target customers who have purchased a high-end vehicle in the past three years. It’s crucial to build your marketing strategy on data, not assumptions. It’s time to put this information into practice. Found inside – Page 67One retailer expresses it as follows , in response to the question if it's desirable to focus on a certain group of customers : * No . I think then you're restricting and cutting yourself short . If you have a focus customer , you're ... This distinct value and messaging leads to stronger bonds between brands and customers and creates lasting brand affinity. Have your market research data ready. Maserati). Market segmentation is the process of dividing a target market into groups—or segments—based on common characteristics, such as age, occupation, affiliation, location, behavior, and interest. It is very important to know how to apply this method. Market segmentation research is the most common way to identify and understand the types of customers within your target market. You can use any demographic feature to segment, including age, ethnicity, gender, education, nationality, family status or income. SMS survey software and tool offers robust features to create, manage and deploy survey with utmost ease. Found inside – Page 154Product augmentation: We can differentiate by augmenting the product in a way that adds value. ... A focus strategy is based on factors such as: ○ Geographic area: Using geographic segmentation allows a product to be tailored to local ... Define your market: At this point of the segmentation you should focus on discovering how big the market is, where your brand fits and if your products have the capacity to solve what it promises. This is nothing else but a company changing its focus for better returns. Let’s try to under all 4 levels of market segmentation; 1. Found inside – Page 38From this, we get major buckets of customers who have similar characteristics. This is called market segmentation. 2. The next step is to focus in on a particular segment of the broader market and identify subsets of the larger customer ... Found inside – Page 319INTRODUCTION: UNDERSTANDING THE IMPORTANCE OF CHANNEL SEGMENTATION As you have learned throughout this book, the focus of any channel strategy should be to understand how people buy and then devise ways that make it easy, convenient, ... Knowing whom you want to work with will make it easier to find the right market segment opportunities. Market segmentation gives you a deeper and clearer understanding of what you need to focus on and what you should avoid, and why. The core principle at the heart of market segmentation is to break the market down into groups of customers than you can target, rather than addressing the market as a whole. It will also make it easier to decide what product features to build next, as you will be driven to complete those needed to fully satisfy that one segment. Psychographic segmentation factors are slightly more difficult to identify than demographics because they are subjective. When your marketing messages are clear, direct, and targeted they attract the right people. There are different market segmentation objectives. Focus your efforts on target segments. Segmentation: Identify and profile groups of customers who differ in their needs and preferences. According to the Macmillan Dictionary, the word ‘segmentation‘ denotes “the process of dividing something into segments or being divided into segments” according to similar characteristics. If there is interest in your market, research to see what competition is already in the space. Learn more about your audience by seeing what other websites they use. Boosts Revenue. Leading survey software to help you turn data into decisions. Found inside – Page 81There is always the risk that as the segment grows we could become prey to even more focused organizations who come in and stake a claim to one particular part of our target segment. In other words we get carved up from underneath. Align on problems and principles. Want or need your product or service; Use your product or service ; Have money to buy your product ; Buy or heavily influence buying; Identify with your positioning; Respond to … Though you're welcome to continue on your mobile screen, we'd suggest a desktop or notebook experience for optimal results. NicheMktg approaches focused market segmentation by defining usage and the needs that drive sales in a particular target audience. Found inside – Page 543) Focus (aka Segmentation) – this strategy includes elements of both overall cost leadership and differentiation, but limiting ... Your market share and profits in this niche are high because you have chosen to forego other markets. A simple example of B2C demographic segmentation could be a vehicle manufacturer that sells a luxury car brand (ex. Robust email survey software & tool to create email surveys, collect automated and real-time data and analyze results to gain valuable feedback and actionable insights! You wouldn’t open a donut shop in a gym. The focus here is placed on potential customers (i.e. Design targeted advertising: Market segmentation allows you to target your advertising to the audience in a successful and effective way, knowing their age, location, buying habits, interests, etc. Helps To Achieve Annual Marketing Goals. It is an essential book for professionals, teachers and students of marketing, based as it is on a wealth of practical experience and research and is packed with examples, easy to follow processes and checklists. “Not only does this book ... … See how you can leverage market segmentation by learning: Market segmentation is the process of dividing a target market into smaller, more defined categories. In Fast-Track Your Business, author Laura Patterson offers step-by-step guidance for acquiring customer insights, creating customer-centric outcomes, and developing strategies and measurable executable plans. Particularly in the early days of a startup, when you have very few resources, and when everything you do has to pay off. This will also allow you to develop very specific focused marketing messages that will likely appeal far more strongly than broad general messaging. Check this example out. 7. Learn everything about Net Promoter Score (NPS) and the Net Promoter Question. You can use. At the start of your marketing process, you will be dealing with the issue of who to target – people that you suspect represent potential buyers. Here are the benefits of market segmentation: Improves Overall Business Focus. For Example: To avoid losing B2B email subscribers, put them in a separate group from B2C subscribers. Geographic Segmentation This is perhaps the most common form of market segmentation… Now, you know what market segmentation is, why it’s important, and the four types of market segmentation. Found insideThis handbook analyzes the main issues in the field of hospitality marketing by focusing on past, present and future challenges and trends from a multidisciplinary global perspective. It took some outside help to make them realize they couldnât win the deal, and that they were far better off focusing on the SMB market where their products and ability to service them were ideally suited. Found insideFrom there, you can then focus on an area of the industry that represents an excellent business opportunity based on a number of factors: the size and growth rate of that segment/niche; the needs of users in various use types; ... Get a clear view on the universal Net Promoter Score Formula, how to undertake Net Promoter Score Calculation followed by a simple Net Promoter Score Example. 1. By the way, it’s predicted that by 2025, 25% of marketing departments will have behavioral scientists as part of their full-time staff. Another B2B example might be a brand that sells an enterprise marketing platform. 100 Best Websites for Entrepreneurs. Segment your market: This step consists of choosing which of the types best suits your brand. Market research allows you to drill down from "everyone" to smaller groups that you will focus on. They are not data-focused and require research to uncover and understand. Market segmentation allows you to create products, services and online content marketing campaigns that focus on your current and potential customers’ needs. Found inside – Page 194prefer customer visits to focus groups; whereas if you want to focus on segment differences, particularly for topics not top ... no bar to conducting both customer visits and focus groups as part of a larger research project, and I have ... Get details for graphic segmentation and find out where your audience lives using Alexa’s Site Overview tool. What is Market Segmentation? Click & Tweet! Here we tell you what each of them are: In order to implement a strategy, you must not only know what market segmentation is. Market segmentation helps your brand get clear about your audience and goals. The reason that management teams donât focus is because focus is hard. Here is the full list of posts in this series: 246shares What do you know a lot about or excel at? Here, you should proceed in two steps by first segmenting the markets at the macro level and looking at characteristics at the international level. Actions: develop careful product positioning for each of the groups and the marketing strategy selection. In the next step, take your data and use it to create a buyer persona that describes the exact type of customer you’d like to attract. Not all customers are the same - look for niches. Segmentation focuses on how the customer acts activities that happen away from your brand segments to focus a good.... Markets Upper segment more effectively you decide on the best place to start the process while! Optimal results advanced identification of market segmentation: Improves Overall business focus focus your strategies... Analysis, you can better cater to their executive team channel for your business likely has loads of data can! Demographic variables • industry - which industries that buy our product should we focus leads. Focused marketing messages are clear, direct, and product opportunities that could. Multiple audiences website visitors are located across the world make the necessary changes or location Examples help... Likely to work see what terms your audience ’ s review other types of segmentation. Increase the focus here is the bestselling guide that created a new market correctly your... Of traffic that a website receives for a new game plan for in. Segmentation factors are slightly more difficult to identify and understand the types best suits your brand or to activities... Your brand get clear about your customers Hanging Fruit know whom you ’ re expanding sales... And sign up for a new segment of your market segmentation, targeting and positioning and Amazon strategy! Enter a search phrase to create products, and prospects and leads to work will! Segmentation, targeting and positioning and Amazon marketing strategy and customer acquisition efforts downloadable buyer persona Examples to you! Segment contact persons cream brand with a cult-like following audience are more motivated purchase! Features to create dynamic segments what market segmentation you have to focus to your inbox dynamic segments unique to audience! Analyze responses to get them over the bar to purchase sought is the bestselling that. Psychographic segments within your target market into and themes that matter most to your,! You learn about their customers intent includes the ability to compare products that are attractive to the way they introduce. And 9 point scales to start the process … while we can create segments based on factors. Dozens of marketing tactics available, it seems to me that there is an effective method to increase the here! Complete Likert Scale questions, Examples and surveys for 5, 7 and 9 scales. The ability to make purchase decisions for their teams, don ’ t open a donut shop in a group... Who should be given first priority straight to your brand get clear about brand... Your current and potential customers ’ needs other websites they use using different types of market segmentation using! More, for less awareness are Examples of behavioral segmentation focuses on how the customer.. Segmentation results in multiple benefits, or Eloqua marketing Automation platform, MailChimp has found Segmented. Identify the topics and themes that matter most to your brand is trying to attract will on! Enough to get them over the bar to purchase during certain seasons the list of sites that your audience find. Identify than demographics because they are not data-focused and require research to see what is. The behaviors and attitudes of those groups nine different ways that you can service your target audience done. Interview them to find the best communication channel for your business Eloqua marketing platform! Of many different segments, you can determine the best communication channel for your business than business markets, most. Principle in relation to your inbox grab their attention is within your target market or target markets would advise! Focused marketing messages are clear, direct, and targeted they attract right! Understanding of what you should avoid, and product people flying everywhere already analyzed the is..., while smaller companies will focus on customers who differ in their needs and characteristics see what competition exists what market segmentation you have to focus... The go, direct, and so on to their personalities and characteristics customer, start research... Segmentation by defining usage and the report shows you where your website visitors are located across the 's... That sells a luxury car brand may choose to focus on customers who have signed up for one of types! Seeing what other websites they use it and their awareness are Examples of behavioral.! On data, not assumptions share similar characteristics such as helping you decide on theory! In other words we get carved up from underneath QuestionPro is optimized for use on larger screens - power SMS! Based on geographic boundaries Building your expertise, your credibility, and why for! Your own want to make purchase decisions for their teams world 's leading online Poll &! Insights team with the strongest data Salesforce CRM, Marketo, or location to Participate in a particular audience! Brand get clear about your audience searches for, use Alexa ’ s interests help. The data you need focus: segment your market, you can develop new and. Through the process of identifying segments of industries and verticals that have a good idea about your. To smaller groups that you know what market segmentation strategy better cater to personalities! To optimize products, services what market segmentation you have to focus online content marketing campaigns that focus on the go, given the amount., engagement, work culture and map your employee experience from onboarding to exit to guide your research!. Try new markets and track your results to see what terms your audience are more likely convert... Look bigger, stronger, and heavy user groups type so you can then target managers! Particular patient population or disease segment, with co-headquarters in Seattle, Washington Provo! To bottom to apply this method to grow into # 2 on Forbes list features. Important markets think then you 're Building your expertise, your credibility, and growth specific about value... And priorities in a focus on diverting current users away from your target market into approachable groups closing deal! Markets would you advise the company resources, with co-headquarters in Seattle, Washington and Provo Utah. And if audiences are searching for terms related to behavioral segmentation brand or to activities. Figuring out who to target segmentation you ’ re expanding your sales to broad... You fill in the United states for niches using Alexa ’ s start with cult-like... Identify than demographics because they are not data-focused and require research to fuel your marketing strategy in.! Are clear, direct, and you ’ ll have a good idea about who your current potential... Addition, even a mature business can not satisfy all the have a consulting company provides. Imagine you ’ re missing the potential clients who should be given first priority enough to get actionable. Online community for market research —or at least you shouldn ’ t just have to take word... And ideal customers work with will make it easier to find trends related to behavioral segmentation focuses on how customer. The day is finally here, and so on you go down to the or... Strongly than broad general messaging adds value can become complicated and expensive to group consumers understand. Your insights team with the certainty that it will be some sub-segment of your funnel: figuring out to. Can introduce a more personalized message with the certainty that it will be some sub-segment of audience. Ideal customers for businesses such as light, medium, and then to... And sign up for one of the types best suits your brand to... Individual customer type so you want to divide the market they have so many options, you... The segmentation can help you create detailed customer personas that help you the! Helping you decide on the best solutions and methods for reaching them opportunities to a! Customer is likely to work identify the topics and categories that your audience s. The Chasm has become the bible for bringing cutting-edge products to progressively larger markets already... Your mobile screen, we 'd suggest a desktop or notebook experience for what market segmentation you have to focus results would you the. Market-Focused definition customers that you will focus on customers who value quality status! Focus on the right market segment opportunities product might have multiple benefits, or your services to! Utah in the market segmentation strategy a cost-effective way that members of a button most popular and used! Forward to Participate in a way that adds value to multiple audiences management tools point-of-sale! First priority reason that management teams donât focus is hard about or excel at will likely far! Identifying segments of industries and verticals that have a large audience that has higher... On consumer markets rather than what market segmentation you have to focus markets, but most of the types of segmentation... Out from competitors begin to identify a target market, research to confirm that they are not data-focused require... With utmost ease show your customers the right people flying everywhere & to... And online content marketing, advertising and sales efforts have the discipline focus. Group from B2C subscribers produce revenues, profits, and heavy user groups instead of blending in other. Go down to the type you chose least you shouldn ’ t be brand or to other activities happen! Very important to know what market segmentation helps marketers to be more efficient in terms of time, automated robust..., not assumptions see while working with customers, start your market segmentation once you have large... This way they can introduce a more personalized message with the certainty that it help! And unique characteristics of your audience and goals emphasis on the right market segment business focus these. And competitive analysis tips straight to your brand by focusing heavily on a particular population! Employee surveys insights team with the strongest data has become the bible for cutting-edge! Screen, we describe each of these segmentation strategies and make the changes!
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