Table of Contents
Executive Summary 3
1.0 Research Methodologies 4
1.1 Research Objectives 4
1.2 Primary research 4
Reasons for the selection of questionnaires 4
Reasons for the selection of interviews 5
1.3 Secondary Research 5
Reasons for the selection of secondary research methods 5
2.0 Target audience 5
2.1 Persona 1 5
2.2 Persona 2 6
2.3 Persona 3 7
3.0 Effects of Technology on Targeted Audience 8
3.1 Technology Evolvement Relevant to the Target Audience 8
The proliferation of mobile phones and smartphones 8
E-commerce and digital payment systems 8
Digital and social networking 9
Growth in Internet access and availability 9
3.2 Impacts of Technologies Relevant to the Targeted Audience 10
4.0 Impacts of Digital Technology on Local and Global Industry 11
4.1 Industry Overview 11
4.2 Impacts of Digital Technology on the Marketing Sector 11
Social networks 11
5.0 Future Trends that Will Impact Target Audience and the Industry 13
5.1 Smart Robots 13
5.2 Blockchain Technology 13
5.3 Social Media 13
5.4 Internet of Things (IoT) 14
6.0 Conclusion 14
8.0 Appendix 17
Buzz Digital Marketing was an organisation that had its operational bases in Perth and
Mandurah. Failures in maintaining its market sustainability and competitiveness led to its
significant decline. In the past two years, however, the company has shown signs of re-emerging
into the market. Some of the services that the firm has capitalized on include search engine
optimization, web design, digital and social media marketing. Other services for the firm include
email marketing, social media management and blogging. Due to its ability to provide services
online, the company is slowly expanding its market in Perth. Buzz Digital Marketing has
capitalized on technological advancements in the past five years to ensure that the quality of its
services is top-notch. Currently, the company has four marketing staff.
Some of the research methods to be employed in the research paper will include interviews and
questionnaires. Secondary research instruments such as journals, books and magazines will also
be employed. The targeted audiences for the research include small business enterprises,
consumers and government and learning institutions. Over the years, technology has evolved and
its impacts are evident in the modern day. The popularity of ecommerce and online payment
systems, for instance, has increased significantly. Currently, the number of small business
enterprises that rely on social media marketing are also on the rise and this is due to
improvements in technology. In the future, blockchain technology, Internet of Things and the
social media are some of the mediums that will have a major impact on the performance of firms
around the world.
1.0 Research Methodologies
1.1 Research Objectives
1. To identify the challenges faced by Buzz Digital Marketing during the collection of client
2. To identify the evolution and impacts of digital technologies on the targeted market
3. To identify impacts of digital technologies locally and globally
4. To identify the future technological trends that will directly impact the targeted audience
and marketing sector
1.2 Primary research
Questionnaires were used by the researcher for collecting vital information from consumers in
various regions. In most research papers, questionnaires are applied because of their costefficiency
(Ford and Andersson, 2017). Rather than relying on paper, the researcher preferred
online platform for giving the target audience an opportunity to access the questionnaires and
answer them appropriately (Saloner, Shepard and Podolny, 2017). The researcher selected a
sample size of 50 respondents from various market segments. Some of the factors for
consideration during the selection of the respondents included their age, gender and the number
of times that they have been influenced by Internet marketing to purchase products. The
respondents were given guidelines by the researcher on the steps that they were supposed to
follow in accessing the questionnaires on the Internet. Some of the questions that the respondents
were supposed to answer included their age and gender, any relationship whether direct or
indirect that they have ever had with Buzz Digital Marketing and the impacts of digital
technologies globally, among others. A fixed timeframe of 1 week was given to all the
respondents after which they were to upload the completed questionnaires. All those
questionnaires that were uploaded after the agreed time were rejected. The researcher preferred
relying on close-ended research questions.
Reasons for the selection of questionnaires
There are various reasons that led the researcher to select questionnaires as one of the primary
research methods for the study. Firstly, questionnaires are cost-efficient and this means that the
researcher found it affordable to collect information from the respondents. Gathering of
information by relying on questionnaires is quick and allows the researcher to gather information
from a large audience (Jeannet and Hennessey, 2011). Dependence on online questionnaires
allows for complete invisibility and this is suitable for the audience in that their privacy is
assured (Vandenberg, 2013). The primary research method is also designed in such a way that it
gives the researcher an opportunity to create questions that cover all the topics that he or she is
interested in asking (Regan, 2016). Finally, questionnaires are reliable and it places less pressure
on the subjects for immediate response.
Interviews were another form of primary research techniques that were adopted by the
researcher. The researcher relied on both close-ended and open-ended questions for the
interviews. Preparation for the data collection started with the selection of the population size
that was to be used for the research (Brigham, 2018). Just like in the case of questionnaires, the
researcher preferred a sample size of 50 respondents. The participants were supposed to be
majorly individuals from Perth and a smaller section (10 respondents) from various other parts of
the globe but with knowledge of online marketing. Some of the factors of consideration during
the selection of the respondents included the age of the participants, their gender, knowledge on
technology and more specifically online marketing and availability. For the participants that live
in Perth, a venue was selected where they were interviewed. As for the respondents that hail
from various parts of the globe, the researcher relied on Skype for interviewing them. Cases of
bias were warned against before the interview began.
Reasons for the selection of interviews
One of the reasons for the selection of interviews for the research is that they provide the
researcher with an opportunity to collect extra information from the respondents (Mandal, 2017).
Interviews are reliable when it comes to collection of data (Kothari & Garg, 2016). The primary
research technique is also designed in such a way that it makes it hard for the participants to
provide vague information or embrace biasness during the answering of questions (Amason,
2018). Interviews are less costly and this implies that the researcher can comfortably collect
adequate information without incurring challenges of budget constraints (Toma & Marinescu,
1.3 Secondary Research
The researcher also relied on secondary research methods for the study. Some of the tools for
research included scholarly journals and articles, books covering topics on Internet marketing,
technology magazines, and the Internet.
Reasons for the selection of secondary research methods
There are various reasons that led the researcher to rely on secondary research methods. Firstly,
they are easily accessible and this makes them time-saving (Johnson, Whittington, Scholes and
Pyle, 2017). They are cost effective and provide the researcher with an opportunity to gather
extra information that is vital for the research (Motohashi, 2016).
2.0 Target audience
2.1 Persona 1
Title Marketing – (Small Business Enterprise)
Estimated market size 10 companies
Location Perth, Australia
Demographic profile Male
Sales and marketing teams and middle-level
Knowledge of Internet and online marketing
Age: 45 years
High quality data
The small business enterprises are located in
Motivation Reliance on online marketing for enhanced
Confidentiality in the data provided to the
Increased consumer satisfaction
Online behavior Relies on various search engines when
searching for information
Depends on various online marketing
techniques in advertising and marketing
Digital channels used Sites used: Buzz Digital Marketing, Ebay
Social media: Facebook, Twitter, Instagram
Devices: Smartphones, Desktops and
Mobiles: Websites and Webpages
Search engine: bing, Yahoo, Ask.com
The business enterprises rely on social media
platforms such as Facebook and Twitter in the
marketing of their products.
Reasons for their inclusion The head of Marketing was included because
he relies on social media on a regular basis.
2.2 Persona 2
Size Relies on various e-commerce sites
Location Sydney, Perth and various parts of the world
Demographics Gender: Female
Age: 35 years
Income: Middle income level
The consumers prefer high quality products
that meet their needs.
The consumers are well versed with
Motivation High quality products that meet their tastes and
Affordable product and service prices
Convenience and flexibility
Online behaviours The target audience occasionally purchase her
products via e-commerce sites such as Ebay
The consumer interacts with companies that
rely on the Internet in marketing their products
Digital channels used Search engines: Google, Yahoo and Bing
Sites used: Ebay, Amazon and Alibaba
Social media: Facebook, Instagram, LinkedIn
Devices: Smartphones, Laptops and Mobile
Mobile: Websites and applications
The consumers regularly visit social media
platforms such as Facebook and Twitter to get
updates on current events and services and
products that are sold by various consumers.
Reason for inclusion The consumer was included because she relies
on the online platform in the purchase of some
of their products.
2.3 Persona 3
Title Head of Procurement: Government Agency
Estimated market size Government institutions in Australia
Demographics Institution: Government
Motivation High job satisfaction levels within the
Training of workers about the essence of
technology in marketing and advertising.
Increased relationship with the consumers.
Expansion in the consumer segments
Online behavior The targeted audience depends on online
platforms such Facebook and Instagram in the
marketing their products and services.
Digital channels used Sites used: Amazon, Institutions websites and
Social media: Instagram, Facebook, LinkedIn
Updating information on a regular basis on the
social media platforms and websites
Devices: Mobile phones, Laptops and
Reason for inclusion Government and learning institutions have an
in-depth understanding of online marketing
and impacts of technology (Huczynski and
Buchanan, 2010). The head of procurement
regularly relies on digital channels for
3.0 Effects of Technology on Targeted Audience
3.1 Technology Evolvement Relevant to the Target Audience
The proliferation of mobile phones and smartphones
Mobile phones as communication gadgets have, in the past eight years, undergone significant
evolution and proliferation. Mobile phones that were used by various consumers around the
world eight years ago, are different to the devices that are applicable today. Small business
enterprises, consumers, and government institutions rely on mobile phones for communication
due to their efficiency.
The evolution of mobile phones to smartphones has been instrumental to the targeted audience.
Consumers, small business enterprises, government and learning institutions can now use their
smartphones in gathering information and updating themselves on current events via the Internet.
Customers hardly have to waste their energy visiting physical stores with the aim of purchasing
products. All that consumers have to do is to download e-commerce apps on their smartphones
where they will be able to order products from various companies (Park and Lee, 2016). The
phones have also evolved in the form of their memories. Smartphones now have a large storage
memory compared to the mobile phones that were in the market seven to eight years ago. With
this large memory capacity, consumers and small business enterprises have the ability to store
large data on their mobile phones pertaining to products and other business-related items. The
targeted audience can also utilise videos and pictures that they take using their phones in either
marketing products or services or storing the information for future reference.
E-commerce and digital payment systems
The e-commerce system has, in the past eight years, evolved and this is majorly attributed to the
advancements in technology. Companies such as Amazon, Ebay, and Alibaba have continually
increased their presence around the world and are currently being dependent on by various
consumers around the world. Modes of payment via e-commerce have also undergone
transformation (Booker, 2016). Eight years ago, it was challenging for customers to order
products and have them delivered on time. Currently, the e-commerce has evolved in such a way
that a consumer can purchase products from various products and have the goods delivered
promptly (Coccia, 2016).
Small business enterprises and consumers are among the targeted audience for this research that
has benefited directly from the evolution of e-commerce and the payment systems. Eight years
ago, the reliance on e-commerce by the small business enterprises was significantly low and this
was attributed to minimal knowledge and exposure. With the advancement in technology, the ecommerce
has undergone evolution and so has the small enterprises gained more knowledge on
the essence of the online payments systems (Park and Lee, 2016). The number of consumers and
small enterprises that utilise e-commerce systems on a daily basis has increased significantly. In
Perth, for instance, small business enterprises currently prefer online payment systems in the
purchase of products from other countries to any other payment system (Green and Basher,
2017). Reliance of e-commerce and digital payment systems is expected to increase significantly
in the future (Carpenter, Bauer and Erdogan, 2012).
Digital and social networking
The marketing techniques that are embraced by firms have undergone transformation throughout
the years. Companies and individuals rely on multi-platform communications more than ever
before. Eight years ago, for instance, most companies around the world majorly relied on TV
commercials as modes for communicating their products and services. Internet marketing was
applied as an alternative for TV and billboard marketing. Evolution of technology over the
previous five to eight years has led to the development of more sophisticated communication
channels whose use has increased immensely. Currently, websites and social media platforms are
used with great prevalence by firms.
With the growth in popularity of social media, many companies now rely on Skype, Facebook
and Twitter for marketing and advertisements. Initially, social media tools such as Facebook and
Twitter were used by targeted audiences in the research paper only for social networking. Over
the years, more features have been added on the social media platforms and this has made it
easier for small business enterprises to use them in marketing their products and services (Bejan
and Errera, 2014). Government and learning institutions currently depend on Skype in carrying
out interviews and this is unlike eight years ago where they had to conduct physical interviews.
Currently, consumers have the ability to rely on the communication platforms such as Instagram
and Twitter in getting information pertaining to various products that are on sale. Channels such
as YouTube and Hangouts are also used by small business enterprises in the marketing and
advertising of their products to various consumer segments.
Growth in Internet access and availability
The Internet is one of the vital components in modern houses and organisations. Over the years,
Internet access has been on the rise and this is majorly attributed to technological advancements.
Currently, almost all companies around the world understand the essence of the Internet in their
daily operations. Eight years ago, an estimated 40% of the organisations across the globe ran a
large portion of their operations manually and this by extension included the marketing
techniques that they embraced (Gifford, 2016). However, this has over the years changed
significantly with most of these firms integrating Internet as a part of their systems.
Subsequently, this has not only led to an enhancement in their operational efficiencies but also an
increase in their revenue generations. Moreover, it has led to enhanced competitiveness of firms
Targeted audiences in this research paper such as small business enterprises, consumers and
government and learning institutions are key beneficiaries of the growth in Internet access and
availability. Compared to eight years ago, currently, several consumers have Internet access at
the comfort of their homes and this implies that they can easily access information on current
events in the markets or new products and services that are launched by firms. Small business
enterprises have also increased their dependence on the Internet and they are currently using it to
market their products and services (Booker, 2016). Most government and learning institutions,
eight years ago, had little access to the Internet but this has over the years changed significantly.
In the modern day, government institutions use the Internet in marketing and advertisements and
at the same time gathering information. However, growth in Internet access is also expected to
increase levels of competition in various industries around the world (Aspers, 2013).
3.2 Impacts of Technologies Relevant to the Targeted Audience
Advancement in technology has come along with both benefits and drawbacks. Companies that
have incorporated the Internet as a part of their systems, for instance, have benefited from a
significant increase in their operational efficiencies and this has in return led to an enhancement
in their revenue generation (Green and Basher, 2017). In this section, an assessment of the
impacts of technologies on the targeted audience will be highlighted.
Benefits: Smartphone have strengthened Internet access and this implies that consumers, small
business enterprises and government institutions can easily acquire information on a daily basis.
Smartphones have modernized communication (Munoz, 2018). Using smartphones, interaction
between consumers and other targeted audiences such as small business enterprises and
government institutions has improved significantly.
Small business enterprises and government institutions also benefit regarding to an increase in
their performance by relying on smartphones in handling tasks and operations (Green and
The devices are equipped with Global Positioning System (GPS) and this technology allows
consumers and small business enterprises to trace various locations around the world. Using GPS
technology on the mobile phones, for instance, a consumer can trace the location of a given firm
or government institution.
Drawbacks: smartphones are expensive and this makes it difficult for some consumers to acquire
them. Some of these gadgets are also costly when it comes to their maintenances (Yukl, 2014).
Despite an increase in organisational productivity; Smartphones cause distractions in the
workplace and this makes it challenging for employees to concentrate when handling tasks.
Consumer Smartphone users have an easy access to the web, and this means that they have high
exposure to uncensored content that may have psychological effects.
Benefits: one of the benefits of Internet technology is that it contributes to an increase in
operational efficiencies in government institutions, learning institutions and small business
enterprises. Using the Internet, small business enterprises and government institutions can easily
market their products and services. Consumers on the other hand, rely on the technology in
gaining access to information on products and services. Dependence on Internet marketing and
advertising has led to an expansion in the consumer segments of most of the small business
enterprises (Munoz, 2018). Subsequently, this has contributed to an increase in their revenue
generations. Internet technology has led to the strengthening of e-commerce systems and this
has, in return, been beneficial not only to the small business enterprises, but also consumers.
Consumers, by relying on the Internet, can currently access information on current events in the
comfort of their homes.
Drawbacks: The Internet has led to an increase in distractions in the workplace, and this has had
a negative impact on the performance of employees in small business enterprises and
government organisations. In some workplaces, it results in a significant decline in the ability of
workers to perform (Kotler, 2012).
4.0 Impacts of Digital Technology on Local and Global Industry
4.1 Industry Overview
The marketing sector has over the years, undergone massive growth and this is majorly attributed
to the advancement in the levels of technology. Individual firms such as Buzz Digital Marketing
fall under this industry. Some of the technological techniques that are applicable in the industry
include social media, websites, and smartphones among others. Digital technologies have
provided the marketing sector with an opportunity to enjoy growth and this has by extension
contributed to an expansion in the individual firm’s consumer segments.
4.2 Impacts of Digital Technology on the Marketing Sector
The Internet use is fast gaining popularity around the world. One of the sectors that have majorly
benefited from the Internet is the marketing industry. Both 4G and 3G networks are currently
applicable in various parts of the world and this has in return strengthened Internet access.
Impacts of the Internet on marketing sector
Internet application by firms that have specialized in marketing and advertisements has had
several positive impacts. The industry has in the past three years experienced an enhancement in
its revenue generation and net profits. By relying on the Internet, small business enterprises in
the sector have had an opportunity to pay their attention to Internet marketing. Subsequently, this
has contributed to an increase in their sales (Doyle, 2013). Moreover, the industry relies on the
Internet in strengthening communication not only with local consumers but also those that are
located in various parts around the world. The use of 4G network by individual firms in the
marketing industry has been essential in strengthening their operational efficiencies.
Internet application in the marketing industry has in the recent past increased significantly.
Amazon is one of those companies in the sector that have witnessed a significant enhancement in
their financial performance as a result of the dependence on Internet technology. Currently, the
company has a turnover of $135 billion and this is expected to continue increasing in the future
(Chaffey, 2018). The decision by the firm to increase its reliance on Internet marketing has in the
past five years paid off, and this is evidenced by a significant improvement in its market share
and financial performance.
The number of companies and individuals relying on social networks has increased over the
previous five to eight years. Platforms such as Facebook, Twitter, Instagram, and LinkedIn are
currently used by various industries in the marketing and advertising of their products and
services (Mandal, 2017). The marketing sector relies on the digital technology and it has proven
beneficial regarding an improvement in the revenue generation of individual firms in the
Impacts of social networks on the industry
Social networks are essential to the growth in the marketing industry in terms of its market
segments and financial performance. Dependence of the industry on social media platforms such
as Facebook and Instagram has provided it with an opportunity to capture the attention of several
potentials and existing consumers (Faisal, 2016). Subsequently, this has led to an increase in its
sales and average net profits. Moreover, it results in an expansion in a firm’s market segment
(Kerin, 2015). The digital technologies are also used by the industry in attracting investors that in
return bolster capital structures for the companies operating in the sector.
Toyota Corporation relies on the social media platform in the marketing of its products. As a part
of its social media marketing, the company produces short-branded videos and circulates them
via Snapchat, Vine and Twitter (Wang, 2018). The company also posts the videos of its newlylaunched
products on its Facebook page (Wang, 2018). The firm also performs social media
monitoring by analysing conversations on Facebook and Twitter on keywords such as “buy” and
“Vehicle brands” among others. Regular monitoring of the social media allows for the company
to identify the needs of various consumers around the globe and the level of demand in the
market (Wang, 2018). Moreover, the company has a Pinterest account that it uses in
strengthening its brand appeal and portray itself as a leading carmaker around the world. Social
media marketing is vital in that it has led to an improvement in Toyota’s sustainability.
Evolution of mobile phones has also been essential in the enhancement in the productivity of
industries around the world. The marketing industry depends on smartphones in marketing and
advertisement of products and services. Smartphones are essential in that they allow for users to
access information on products, current events and markets in any location or any time. The
marketing sector prefers smartphones because of its ability to view its performance in the market
Red Bull is a giant in global marketing and one of those gadgets that its sales and marketing team
relies on are smartphones. The company has in the past five years relied on the devices in
monitoring its market performance (Fleishman, 2018). Employees use smartphones at the
comfort of their homes in performing tasks and interacting with Red Bull’s consumer around the
The advancement in technology has witnessed an increase in the industry’s reliance on websites
in the marketing and advertising of their products and services. Currently, the number of
consumers that purchase their goods and products via the online platform has increased. The
marketing sector depends on websites in the marketing of products and services and this has
been essential for the enhancement of its revenue generations (Ramahi, 2011). The industry also
uses the digital platform in gathering information on consumer needs.
Impacts of the websites on the industry
The dependence on website by the marketing sector strengthens the relationship between the
consumers and the organisations and this in return results to an increase in sales. Most of the
individual firms in the sector utilise websites in communicating with their consumers locally and
around the world. Subsequently, this contributes to an expansion in the sector’s market segment.
HubSpot is an organisation that utilises various marketing techniques in helping small businesses
to attract consumers and converts to leads. The firm’s dependence on websites is essential in that
has contributed to an enhancement of its revenues and financial performance (Single Grain,
2018). HubSpot’s potential customers rely on search engines such as Google and Yahoo in
accessing vital information on products and services and the type of companies selling them.
5.0 Future Trends that Will Impact Target Audience and the Industry
There are various technological devices and platforms that will be essential in impacting the
targeted audience and marketing sector industry. In this section, the focus will be directed on the
future trends that will directly impact the targeted audience and the industry.
5.1 Smart Robots
The smart robots are a part of the future trends that will immensely impact the target audience
and industries. Reliance of the smart robots, for instance, will be essential in the enhancement of
organisational sales through advertisements and marketing. Robots are quick and efficient and
this implies that they will contribute to a boost in the operations of those firms that will adopt
them (Gaol, 2014). The smart robots will also be designed in such a way that they will be able to
communicate with employees and consumers and such interactions will be essential for
organisational growth. Moreover, small business enterprises will benefit from an increase in their
financial performance (Kaminow and Griffith, 2014). Employees in various departments will
have to be trained on how to operate the smart robots. Small business enterprises, government
agencies and consumers are expected to fully benefit from this future technological instrument
once it is fully integrated in firms.
5.2 Blockchain Technology
Blockchain technology is the future of marketing and enhanced performance for companies. The
technology operates like the Internet but has the ability to allow users to store and access large
components of information and its speeds are high (Garcia-Alfaro, et al., 2017). Small business
enterprises and government institutions that will integrate blockchain technology are likely to
benefit in various ways. Firstly, their exposure to Cyber security issues will reduce significantly
and this implies that they will be assured of the safety of their information and data (Garcia-
Alfaro, et al., 2017). The technology will also provide the targeted audience with a platform
where they will be able to market and advertise their products to different consumer segments
around the world (Morrison and Sinha, 2018). Consumers, on the other hand, will freely interact
with the firms and this form of relationship by relying on blockchain technology will result to an
increase in the sustainability of the companies (Bambara and Allen, 2018). Blockchain
technology is expected to contribute to a significant enhancement in the revenues generated by
firms around the world (Cocco, Pinna and Marchesi, 2017).
5.3 Social Media
Social media is a part of the future trends that will impact the targeted audience and the
marketing industry. In the past five years, social media tools such as Facebook and Twitter have
gained popularity and this is expected to continue into the future. Experts in the Information and
Technology believe that more social networking platforms will continue to be designed and
created in the next five years (Westwood, 2014). Small business enterprises and government and
learning institutions will in the future increase their reliance on platforms such as Facebook,
Instagram, and LinkedIn in the marketing of their products and services. The targeted audience
will be impacted in terms of an increase in their brand awareness and customer loyalty by
utilizing on social media platforms. Consumers will regularly visit social media pages for the
companies that sell products and services that meet their needs to get updates on any new
updates (Ahmad and Usmani, 2014). They will also depend on social media in gathering
information pertaining to the new products that are launched by small business enterprises. The
platform will provide companies with an enhancement in their market shares (Hitt, Ireland, and
5.4 Internet of Things (IoT)
The IoT is a network of computing devices that are interconnected to ensure that there is an
exchange of data and improvement in operational efficiencies (I-Scoop, 2018). Using devices
such as Smartphones and laptops, Internet users will effectively share data and information with
end users in various parts of the globe (Mahalle and Railkar, 2015). The Internet of Things is
designed in such a way that it will allow for the marketing sector to capture the attention of a
large consumer segment (I-Scoop, 2018). Smartphone users will have the ability to access
information on products and services that are marketed by the small business enterprises through
the Internet of Things (Teich, 2013). Consumers will thus be influenced by information that they
derive on the Internet in making choices on the types of products to purchase. Small business
enterprises will also use IOT in ensuring that the virtual reality techniques that they embrace for
the marketing of their products and services are also a success (Mahalle and Railkar, 2015).
Subsequently, this will be essential for the enhancement of their financial positions and
competitiveness compared to the rival firms.
In the past two decades, marketing has undergone immense evolution and one of the factors
behind this is advancement in technology. Currently, various organisations around the world rely
on Internet platforms such as social media and websites in the marketing of their products and
services and this is essential in that it results to an increase in their financial performance. In the
future, the Internet of Things, Blockchain technology and social media are among the platforms
that will be important in enhancing the revenues generated by companies.
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