{"id":36501,"date":"2020-04-20T15:40:05","date_gmt":"2020-04-20T15:40:05","guid":{"rendered":"https:\/\/www.spotonvision.com\/messenger-marketing-in-b2b\/"},"modified":"2024-03-15T09:01:16","modified_gmt":"2024-03-15T09:01:16","slug":"messenger-marketing-in-b2b","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/messenger-marketing-in-b2b\/","title":{"rendered":"Messenger Marketing inzetten binnen B2B-marketing"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aeb59920417d {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aeb59920417d {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aeb59920417d {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aeb59920417d {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aeb59920417d\">\n        <div class=\"dw_single_header_block_background\" style=\"background-color: #FFF8F7\">\n            <div class=\"container center dw_single_header_block_container\">\n                <div class=\"dw_single_header_block_columns\">\n                    <div class=\"dw_single_header_block_column left\">\n                        <div class=\"dw_single_header_block_breadcrumb\"><div class=\"breadcrumbs\"><\/div><\/div>\n                        <div class=\"dw_single_header_block_content title\"><h1>Messenger Marketing inzetten binnen B2B-marketing<\/h1><\/div>\n                                                                    <\/div>\n                                        <div class=\"dw_single_header_block_column right\">\n                        <div class=\"dw_single_header_block_image\">\n                            <img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/messenger-marketing-892x477.jpg\" alt=\"\" \/>\n                        <\/div>\n                    <\/div>\n                                                    <\/div>\n            <\/div>\n        <\/div>\n                <div class=\"container center dw_single_header_block_author\">\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/shimon\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/389a8471d04bbe25826231003a0b683d54c544e057bb39fb822704732b06e67e?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/shimon\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Shimon Ben-Ayoun &#8211; Published:&nbsp;April 20, 2020            <\/a>\n        <\/div>\n            <\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Communiceren met je vrienden, familie of collega\u2019s doe je voor een groot deel via Whatsapp&nbsp;of&nbsp;Facebook Messenger, zogeheten&nbsp;messenger&nbsp;platformen. Deze platformen worden ook steeds meer&nbsp;ingezet&nbsp;door bedrijven om te communiceren met consumenten. Maar kun je&nbsp;het&nbsp;als B2B organisatie&nbsp;ook&nbsp;inzetten voor marketing&nbsp;doeleinden?&nbsp;Of moet je kiezen voor een chat op je eigen website?&nbsp;In&nbsp;deze&nbsp;blog&nbsp;gaan&nbsp;we&nbsp;hier&nbsp;dieper&nbsp;op in.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#1\">Wat is messenger marketing?<\/a><br><a href=\"#2\">Hoe werkt messenger marketing?<\/a><br><a href=\"#3\">Messenger marketing en B2B<\/a><br><a href=\"#4\">Facebook Messenger<\/a><br><a href=\"#5\">Whatsapp<\/a><br><a href=\"#6\">Messenger platform of chat op je eigen website?<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"1\">Wat is messenger marketing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Messenger marketing is het gebruik van mobiele chat-apps zoals Whatsapp en Facebook Messenger voor zakelijke doeleinden om te communiceren met&nbsp;prospects&nbsp;en klanten.&nbsp;Deze&nbsp;platformen zijn een van de&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/nl-nl.facebook.com\/business\/news\/insights\/why-messaging-businesses-is-the-new-normal\" target=\"_blank\">belangrijkste communicatiekanalen<\/a>&nbsp;met&nbsp;12&nbsp;miljoen&nbsp;Whatsapp&nbsp;gebruikers&nbsp;en 10&nbsp;miljoen&nbsp;Facebook&nbsp;gebruikers&nbsp;in Nederland.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2020\/04\/messenger-marketing-gebruik-platformen-in-nl.png\" alt=\"\" class=\"wp-image-27676\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Gebruikers versturen en openen meer chatberichten op een dag dan e-mails.&nbsp;En weet dat een&nbsp;chatbericht een gemiddelde open ratio&nbsp;heeft&nbsp;van 90%! Met zulke cijfers is het essentieel om de inzet van&nbsp;messenger&nbsp;marketing door uw organisatie te onderzoeken.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2020\/04\/messenger-marketing-email-vs-chatbericht.png\" alt=\"\" class=\"wp-image-27677\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"2\">Hoe werkt messenger marketing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De kern van&nbsp;messenger&nbsp;marketing is communicatie met je doelgroep via een&nbsp;messenger&nbsp;platform. Communicatie in de vorm van een 1:1 gesprek, tussen jou en je klant of prospect. Een gesprek waarin je vragen beantwoord over je product\/&nbsp;dienst of informatie deelt. Dit kan zijn via een live gesprek met een medewerker van je bedrijf&nbsp;of in de&nbsp;vorm van een&nbsp;chatbot.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chatbots zijn geprogrammeerd om vragen te begrijpen, antwoorden te geven en taken uit te voeren.&nbsp;Door het automatiseren van de berichten met een&nbsp;chatbot&nbsp;zorg je ervoor dat je altijd 24\/7 uur een antwoord kan geven.&nbsp;Ze kunnen leads werven, vragen beantwoorden en content versturen.&nbsp;&nbsp;<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16aeb59921055a {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb59921055a {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb59921055a {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16aeb59921055a {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb59921055a {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb59921055a {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16aeb59921055a dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16aeb59921055a .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16aeb59921055a.dw_cta_section_block_wrapper { \n                background-color: rgb(108,212,255);\n                background-image: url(https:\/\/www.spotonvision.com\/wp-content\/uploads\/2023\/12\/light_background_repeat.png) !important; \n            }\n\n            .dw_cta_section_block_wrapper_16aeb59921055a .dw_cta_section_block_gradient {\n                background: rgb(108,212,255);\n                background: radial-gradient(circle, rgba(108,212,255,1) 40%, rgba(108,212,255,0) 100%) !important;\n            }\n            @media only screen and (max-width: 768px) {\n                .dw_cta_section_block_wrapper_16aeb59921055a .dw_cta_section_block_gradient {\n                    background: rgb(108,212,255);\n                    background: radial-gradient(circle, rgba(108,212,255,1) 60%, rgba(108,212,255,0) 100%) !important;\n                }\n            }\n        \n        \n    <\/style>\n    <div class=\"dw_cta_section_block_gradient\"><\/div>\n    <div class=\"container dw_cta_section_block_container\">\n        <div class=\"dw_cta_section_block_columns\">\n            \n            <div class=\"dw_cta_section_block_column left\">\n                <div class=\"dw_cta_section_block_content cutline dw_font_firasans s16 w400 h26\"><\/div>\n                <div class=\"dw_cta_section_block_content title\"><h2>E-book Conversational Marketing in B2B<\/h2><\/div>\n                <div class=\"dw_cta_section_block_content description dw_font_firasans s16 w300 h26\"><div class=\"entry-content\">\r\n<div class=\"entry-content\">\r\n\r\nWat als prospects geen formulieren meer invullen?\r\n\r\n<\/div>\r\n<\/div><\/div>\n                <div class=\"dw_cta_section_block_content buttons\">\n                                            <a href=\"https:\/\/www.spotonvision.com\/nl\/resources\/ebook-conversational-marketing\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Ontvang het gratis e-book<\/a>\n                                                        <\/div>\n            <\/div>\n            <div class=\"dw_cta_section_block_column right\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">Het grote voordeel voor je klant of prospect?&nbsp;Tijdswinst, de consument van vandaag geeft de voorkeur aan snelheid en gemak. Via 1 kanaal kunnen&nbsp;vragen gesteld worden zonder lang te hoeven wachten.&nbsp;Geen gezoek, formulieren invullen en wachten. Met een&nbsp;chatbot&nbsp;kan een lead dit allemaal in 1x doorlopen met als resultaat een ingeplande afspraak in de agenda van sales.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3\">Messenger marketing en B2B&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Binnen B2B-marketing zijn e-mail, events, website en&nbsp;social&nbsp;media&nbsp;vaak&nbsp;de belangrijkste kanalen voor&nbsp;demand&nbsp;generation.&nbsp;Chat op de website zie je steeds meer maar&nbsp;messenger&nbsp;platformen komen hier nog weinig in voor, want is je B2B prospect wel via dit kanaal te bereiken? En als dat zo is, staan ze dan open voor communicatie? Het antwoord is ja, zolang je niet te&nbsp;opdringerig&nbsp;bent en het als je taak ziet om je leads echt te helpen.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In de basis is het niet anders dan&nbsp;je conversaties via e-mail (nurture&nbsp;e-mails, nieuwsbrieven)&nbsp;alleen nu is er sprake van&nbsp;realtime&nbsp;1:1 gesprekken.&nbsp;En door gebruik te maken van chatbots&nbsp;binnen&nbsp;messenger&nbsp;marketing&nbsp;heb je ook de mogelijkheid, om net zoals bij e-mail, meerdere mensen tegelijk te woord te staan&nbsp;vergelijkbaar met&nbsp;<a href=\"https:\/\/www.spotonvision.com\/conversational-marketing-meer-conversies-betere-conversaties\/\">conversational&nbsp;marketing<\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Laten we beginnen met de twee&nbsp;eerdergenoemde&nbsp;platformen nader onder de loep te nemen: Facebook Messenger en Whatsapp.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"4\">Facebook Messenger<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Facebook Messenger is een dienst voor instant messaging, verbonden aan Facebook. Met de functionaliteit van Facebook is het mogelijk via de website berichten uit te wisselen met andere Facebookgebruikers. Daarnaast is er een app voor smartphones en tablets. Het is uitgegroeid tot een groot (chat)netwerk van zo&#8217;n 900 miljoen actieve gebruikers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Als bedrijf kan je Facebook Messenger gebruiken om te chatten met je klanten of&nbsp;prospects.&nbsp;Facebook biedt verschillende&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/developers.facebook.com\/docs\/messenger-platform\/introduction\/entry-points\" target=\"_blank\">mogelijkheden<\/a>&nbsp;om&nbsp;deze&nbsp;conversaties te starten.&nbsp;De bekendste is de chat functie op je&nbsp;Facebook Company page.&nbsp;Of&nbsp;je&nbsp;kan Facebook&nbsp;Ads&nbsp;inzetten om met je doelgroep in gesprek te gaan in.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Naast live chat met een medewerker kan je ook een&nbsp;chatbot&nbsp;inzetten. Met tools zoals&nbsp;<a href=\"https:\/\/manychat.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">ManyChat&nbsp;<\/a>of&nbsp;<a href=\"https:\/\/mobilemonkey.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">MobileMonkey<\/a>&nbsp;bouw&nbsp;je gemakkelijk je eigen Facebook&nbsp;chatbot. Je&nbsp;bent&nbsp;dan&nbsp;24\/7 bereikbaar voor het beantwoorden van vragen&nbsp;van&nbsp;prospects&nbsp;om&nbsp;ze&nbsp;te helpen in hun aankoopproces.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ben je in gesprek met iemand dan kan je berichten sturen aan gebruikers voor een periode van 24 uur na het laatste bericht van je chatpartner. Wil je na de 24 uur een bericht sturen&nbsp;moet&nbsp;dit&nbsp;betaald&nbsp;via&nbsp;<em>sponsored&nbsp;messages<\/em>. Met&nbsp;<em>sponsored&nbsp;message<\/em>s kan je&nbsp;ook&nbsp;in 1 keer een&nbsp;bericht&nbsp;sturen aan al je abonnees.&nbsp;Voorheen was dit&nbsp;gratis mogelijk via <em>broadcast&nbsp;messages<\/em>&nbsp;alleen is dit per maart 2020 stopgezet.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bevindt een flink deel van je doelgroep zich op Facebook?&nbsp;Dan is de inzet van Facebook Messenger een welkome uitbreiding. Je klanten en&nbsp;prospects&nbsp;kunnen nu direct met je communiceren zonder&nbsp;gedoe. Door gebruik te maken van de&nbsp;<em>sponsored&nbsp;messages<\/em>&nbsp;of&nbsp;de&nbsp;Ads&nbsp;functie heb je ook de mogelijkheid om het gesprek te starten. Zo maak je het onderdeel van je&nbsp;demand generation&nbsp;aanpak.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Is Facebook niet de plek waar je doelgroep zich bevindt?&nbsp;Dan is Facebook Messenger ook niet je platform.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"5\">Whatsapp<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De mogelijkheden voor bedrijven om Whatsapp in te zetten voor marketing doeleinden zijn&nbsp;vergelijkbaar met&nbsp;Facebook Messenger.&nbsp;Ook bij WhatsApp geldt dat je alleen een gratis bericht kan sturen voor een periode van 24 uur na het laatste bericht van je chatpartner.&nbsp;Wil je als bedrijf daarna een bericht sturen dan zijn er kosten aan verbonden.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whatsapp biedt 2 oplossingen voor bedrijven:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De gratis&nbsp;<strong>Whatsapp&nbsp;for&nbsp;Business&nbsp;<\/strong>app voor op je smartphone.&nbsp;Je hebt de mogelijkheid tot:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Het versturen van een (marketing)bericht aan maximaal 256 contacten.&nbsp;&nbsp;<\/li>\n\n\n\n<li>Automatisch beantwoorden van berichten, maar geen&nbsp;chatbot&nbsp;mogelijkheden.&nbsp;<\/li>\n\n\n\n<li>Labelen van contacten.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Versturen van berichten is gratis. Je hebt&nbsp;wel een aparte smartphone nodig met simkaart.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2020\/04\/messenger-marketing-whatsapp-business-app.png\" alt=\"\" class=\"wp-image-27679\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">De&nbsp;<strong>Whatsapp&nbsp;for Business API<\/strong>.&nbsp;Deze&nbsp;oplossing&nbsp;biedt uitgebreidere&nbsp;functionaliteiten zoals&nbsp;koppelen van&nbsp;een&nbsp;chatbot.&nbsp;Wel&nbsp;zijn er kosten per verstuurd bericht. Toegang is alleen mogelijk na goedkeuring van Whatsapp.&nbsp;Primair&nbsp;is het bestemd&nbsp;voor klantenservice, zo wordt het&nbsp;als&nbsp;servicekanaal ingezet door Uber, Booking.com en KLM.&nbsp;Het is niet bruikbaar voor marketingdoeleinden.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bekijk de&nbsp;<a href=\"https:\/\/rocketbots.io\/blog\/whatsapp-business\/#c3nj\" target=\"_blank\" rel=\"noreferrer noopener\">infographic&nbsp;<\/a>voor&nbsp;de belangrijkste verschillen&nbsp;tussen deze twee oplossingen.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wil je als bedrijf starten met&nbsp;messenger&nbsp;marketing via Whatsapp?&nbsp;Dan is de gratis app het beste startpunt. Met een simkaart en een smartphone kan je het gesprek aangaan met je klanten of&nbsp;prospects. Plaats het 06-nummer op je website en in&nbsp;al je&nbsp;overige&nbsp;communicatie.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"6\">Messenger platform of&nbsp;chat op&nbsp;je eigen&nbsp;website?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bevindt je doelgroep of&nbsp;gaat&nbsp;een deel van de huidige gesprekken al via Messenger of Whatsapps dat zijn de aangeboden oplossingen een welkome aanvulling.&nbsp;Maar&nbsp;alleen&nbsp;als&nbsp;een servicekanaal met een vleugje marketing. Denk hierbij aan&nbsp;onboarding, status updates, bevestigingen van aanmeldingen&nbsp;en&nbsp;beantwoorden van vragen.&nbsp;De&nbsp;Messenger&nbsp;platformen&nbsp;inzetten als een&nbsp;marketingkanaal&nbsp;vergelijkbaar met e-mail is alleen mogelijk tegen betaling.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gesprekken worden altijd gestart door je gebruikers. Facebook biedt wel talloze mogelijkheden om het aangaan van gesprekken te promoten. Een belangrijk verschil met een chat op je website&nbsp;en e-mail&nbsp;waar je wel de mogelijkheid hebt om het gesprek zelf te&nbsp;starten.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zowel voor de inzet van&nbsp;messenger&nbsp;marketing als chat op je eigen website is ons advies gebruik altijd een&nbsp;chatbot&nbsp;om het schaalbaar te maken.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Denk je over de inzet van&nbsp;messenger&nbsp;platformen? Wees&nbsp;je&nbsp;dan&nbsp;bewust dat je&nbsp;alle&nbsp;data&nbsp;deelt met Facebook&nbsp;over je gebruikers. Chatberichten in WhatsApp zijn&nbsp;end-to-end&nbsp;encrypted, chatberichten in Facebook&nbsp;Messenger niet.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Meet weten over de inzet van chat in B2B-marketing? Check&nbsp;ons artikel&nbsp;over&nbsp;<a href=\"https:\/\/www.spotonvision.com\/conversational-marketing-meer-conversies-betere-conversaties\/\" target=\"_blank\" rel=\"noreferrer noopener\">conversational&nbsp;marketing<\/a>.&nbsp;<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Messenger marketing: Hoe gebruik je Whatsapp of Facebook Messenger in je B2B-marketing mix? Lees onze ervaringen en tips en tricks.<\/p>\n","protected":false},"author":10,"featured_media":40435,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[80,30,96],"tags":[],"class_list":["post-36501","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contentmarketing","category-conversational-marketing","category-digital-marketing-nl"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Messenger Marketing inzetten binnen B2B-marketing - SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Messenger marketing: Hoe gebruik je Whatsapp of Facebook Messenger in je B2B-marketing mix? 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