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[INFOGRAPHIC] 9 Key Social Media Measurements To Answer 9 Key Strategic Questions - MarketingThink

[INFOGRAPHIC] 9 Key Social Media Measurements To Answer 9 Key Strategic Questions - MarketingThink | The MarTech Digest | Scoop.it

This infographic reviews 9 key strategy questions you need to ask yourself about your social media and content marketing and the 9 back-of-the-envelope measurements that will let you know how you are doing.

marketingIO's insight:
  • See the article at marketingthink.com
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Done4USocialMedia's curator insight, March 12, 2013 8:35 AM

Now this I found very useful. See what you think.

Arturo Nava's curator insight, March 12, 2013 10:52 AM

Take a look of this!

Sara Fiorentino's curator insight, March 13, 2013 4:47 AM

9 Key Social Media Measurements To Answer 9 Key Strategic Questions - #Marketing #smm | @scoopit via @TheMAAlert http://sco.lt/...

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Preventing Hacks: How to keep your B2B Strategy Secure - MarTech Advisors

Preventing Hacks: How to keep your B2B Strategy Secure - MarTech Advisors | The MarTech Digest | Scoop.it

"Overall privacy and security of Marketing Automation is a key area for B2Bs to consider. It is important to not only identify existing threats and the way they corrupt entire networks or systems, but also to have a fair assessment of emerging cyber threats along with secure ways to prevent them. 

 

When choosing automation for various levels of marketing, it is crucial for B2Bs to demand answers to questions regarding:

  • Security of owned data during integration, 
  • Security when using third-party functions, 
  • Levels of foreseen data loss or threat in event of a breach while using automated tools."
marketingIO's insight:

Let's be clear: if you are not attentive to cybersecurity, you run the risk of liability to your company and your customers. Action Item: get IT involved with any MarTech acquisition so that they can sign off on cyber threats.

 

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Why CMOs Need to Become Cybersecurity Experts - AdAge

Why CMOs Need to Become Cybersecurity Experts - AdAge | The MarTech Digest | Scoop.it
You're saying that CMOs really need to make cybersecurity a top priority?
If you're in a business that doesn't have an awareness of cybersecurity overall, when a crisis comes -- and we all know that a crisis is going to come -- it's going to be on the marketing team to be able to explain it. And it's going to look really bad if it was that marketing team that potentially introduced the backdoor in the first place from something that they built. We all want to be transparent and use martech to remove barriers, to enable feedback loops and make purchasing easier. But we also have to keep that data secure, [given that] marketers are collecting massive amounts of data, including personal information.
marketingIO's insight:

It's the irony as to who is being interviewed for this article!

 

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SEO for WordPress: Quick Start Guide - Link-Assistant

SEO for WordPress: Quick Start Guide - Link-Assistant | The MarTech Digest | Scoop.it
All you need to know about optimizing your WordPress website for high Google rankings.
marketingIO's insight:

Specific to WP users, although the principles apply to all.

 

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10 Ways to Ruin an Email Campaign [Infographic] - MarketingProfs

10 Ways to Ruin an Email Campaign [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
Make sure you're not on the sending end of email mistakes with this checklist of 10 things to avoid in email campaigns - from spelling mistakes to broken links, unclear calls to action, and more!
marketingIO's insight:

I can think of a lot more, but this is a good start.

 

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The Three Technologies that Will Define the Thoughtful Marketing Era - MarTech Advisor

The Three Technologies that Will Define the Thoughtful Marketing Era - MarTech Advisor | The MarTech Digest | Scoop.it
Instead, you need technology that is more thoughtful than you are. And in turn, you need to be more thoughtful because of that technology. This requires a tight alignment between three cutting edge technologies—artificial intelligence (AI), natural language processing (NLP), and augmented reality (AR)—and three rising strategic priorities for B2B marketing teams: enablement, account-based marketing, and customer communication platforms.
marketingIO's insight:

Only if it's embedded into applications.

 

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Progressive Web Apps: What They Are and How They Can Outperform Traditional Apps - Marketing Profs

Progressive Web Apps: What They Are and How They Can Outperform Traditional Apps - Marketing Profs | The MarTech Digest | Scoop.it
Progressive Web apps (PWAs) are "experiences that combine the best of the Web and the best of apps," according to Google. No download is required, unlike a traditional mobile app, and the app becomes more powerful "as the user progressively builds a relationship" with it.

marketingIO's insight:

And no need to back-up.

 

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5 Hidden Google Analytics Reporting Features You Should be Using - SEMrush

5 Hidden Google Analytics Reporting Features You Should be Using - SEMrush | The MarTech Digest | Scoop.it
Hidden Feature #1: Sort Type: Sort Type’s best purpose is finding top growth, or drop-offs, in metrics on specific pages, devices, campaigns, sources or other dimensions.

Hidden Feature #2: Plot Rows: The best purpose for using Plot Rows is to quickly visualize time series data for selected dimensions, without filtering or exporting to a data visualization tool.

Hidden Feature #3: Term Clouds: You have probably heard of word clouds, but did you know Google Analytics has a built-in functionality called Term Clouds? This feature takes your current dimension values for a selected metrics and turns them into a word cloud.

Hidden Feature #4: Secondary Dimensions: Use Secondary Dimensions to dig into your metrics with two dimensions instead of one.  Secondary dimensions are an added layer to the primary dimension. Think of these as a way to ask one more question of the data.

Hidden Feature #5: Pivot Tables: Slicing data by two dimensions and rearranging into a new table with up to two metrics shown.
marketingIO's insight:

You'll want to click through to learn how to find them, how to use, etc.

 

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How Links in Headers, Footers, Content, and Navigation Can Impact SEO - Whiteboard Friday - Moz

How Links in Headers, Footers, Content, and Navigation Can Impact SEO - Whiteboard Friday - Moz | The MarTech Digest | Scoop.it
This week's Whiteboard Friday covers links in headers and footers, in navigation versus content, and how that can affect internal and external links, link equity, and link value between your site and others.
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When to Use a Proof of Concept in Marketing Software Selection -- And When Not - Customer Experience Matrix

When to Use a Proof of Concept in Marketing Software Selection -- And When Not - Customer Experience Matrix | The MarTech Digest | Scoop.it
Proof of Concept is a demonstration that something is possible. In the context of marketing systems, though, a POC is usually not so much an experiment as a partial implementation of an existing product.  What's being proven is the system's ability to execute key functions on the buyer's own data and/or systems. 

The cost of loading client data was the reason most vendors disliked POCs. Today this is much easier because source systems are usually more accessible and marketing systems – at least if they’re Customer Data Platforms – have features that make transformation and mapping much more efficient.  The ultimate example of easier data loads is the one-click connection between many marketing automation and CRM “platforms” and applications that are pre-integrated with those platforms. The simplicity is possible because the platforms and the apps are cloud-based, Software as a Service products.  This means there are no custom implementations or client-run systems to connect. Effortless connections let many vendors to offer free trials, since little or no vendor labor is involved in loading a client’s data. 

POCs are not quite the same as free trials because they require more effort from the vendor to set up.  In return, most vendors will require a corresponding effort from the buyer to test the POC system.  On balance that’s a good thing since it ensures that both parties will learn from the project.
marketingIO's insight:

Requesting a POC should be a standard ask from every vendor, if applicable.

 

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5 Real-Life Popup A/B Tests That Will Help Boost Your Conversion Rate - Crazy Egg

5 Real-Life Popup A/B Tests That Will Help Boost Your Conversion Rate - Crazy Egg | The MarTech Digest | Scoop.it
I’ll share 5 popup AB tests which can make a difference for your future and existing campaigns (spoiler: one of our customers almost tripled the number of emails they collected with a simple test).
marketingIO's insight:

Your results will vary, but this is a great place to start.

 

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LinkedIn for Business: The Ultimate LinkedIn Marketing Guide - Social Media Examiner

LinkedIn for Business: The Ultimate LinkedIn Marketing Guide - Social Media Examiner | The MarTech Digest | Scoop.it
Here, you’ll find articles and resources to help beginner, intermediate, and advanced marketers use LinkedIn profiles, video, ads, analysis, and more for business.

marketingIO's insight:

A complete collection! Start here.

 

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Marketing Spending Recedes As CMOs Are Challenged To Deliver Results - Gartner

Marketing Spending Recedes As CMOs Are Challenged To Deliver Results - Gartner | The MarTech Digest | Scoop.it
And these challenges are reflected in the findings of this year’s CMO Spend Survey:

CMOs have pulled-back on the proportion of budget allocated to martech, falling from 27% of the marketing budget in 2016 to 22% in 2017.
Marketing analytics investments represent the single biggest area of investment, taking 9.2% of budget in 2017, but questions abound regarding how well aligned analytics efforts are to delivering strategic measures to CMOs.
CMO’s relationships with CFOs are uneasy, not surprising when half CMOs still use basic techniques to build their budgets, rather than modelling the returns that their budget will deliver.
marketingIO's insight:

I've been warning about this for years: without attribution, without ROI, the CMO is standing on thin ice.

 

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The future of the marketing platform ecosystem is now - Diginomica

The future of the marketing platform ecosystem is now - Diginomica | The MarTech Digest | Scoop.it
What does a successful platform company look like?

You want to create a lovable platform, said Brinker. One that developers and customers alike love working with. Your business vision might be to build a platform that helps you grow your customer base, or grow revenues, but if the right foundation isn’t put in place, then Brinker said all those things are difficult to achieve.

There are a few ingredients that go into a lovable platform according to Brinker. The first is that it’s the platform’s responsibility to create an attractive market for third-party developers. It must be a large market, and it must have unmet needs. Here he noted that HubSpot is in this position. It has 34,000+ installs and a large expanding base. It also has unmet needs, one of which is video.
marketingIO's insight:

It has to be integrated: no other choice. So what path do you take?: the all-in-one, the platform, or the Zapier/IFTTT based stack?

 

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How Common Is Account-Based Marketing Among B2B Organizations? - eMarketer

How Common Is Account-Based Marketing Among B2B Organizations? - eMarketer | The MarTech Digest | Scoop.it
Other surveys conclude that although a minority have implemented an ABM approach so far, a bigger percentage of respondents intend to use it in the immediate future.  More recent findings from Econsultancy and Act-On show that while just 20% of global B2B marketers polled in May 2017 reported using ABM as a marketing automation method, another 53% had plans to use it soon.

However, two other studies reveal more conservative figures: A Q4 2016 Marketo survey found that just 34% of marketers in North America said they have adopted ABM; a March 2017 Leadspace survey, commissioned by the Martech Industry Council, found only 25.5% of US B2B marketers using ABM as a marketing technology.
marketingIO's insight:

Bottom-line: ABM is a shift in SALES strategy, and like an oil tanker, it takes a while to turn in a different direction. Just think of the comp plan change that needs to take place.

 

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Debunking the US Tech Talent Shortage · Forrester

Debunking the US Tech Talent Shortage · Forrester | The MarTech Digest | Scoop.it
1) US businesses are adding tech jobs at a fast pace. Coveted professions, such as application developer and security specialist, have seen impressive annual average job growth rates above 7% over the last five years. Professions related to the management and analysis of tech systems have grown at CAGRs above 3%. Both rates are well above the national average of 1.9%.

2) Tech wage growth has been lackluster—indicating that competition for talent is reasonable. Despite the large number of tech jobs added to the US economy, the average annual growth of mean wages for most high-demand tech professions has been below 3%. This is not too far off the national average of 2.0%, and considerably less than other non-tech professions that are in high demand, such as credit analyst (4%), pharmacy aides (4.9%), and personal financial advisor (7.9%).

3) The growth of tech graduates has been outpacing that of tech jobs. Graduation data from the US Department of Education indicate that the number of individuals graduating with tech-related degree and diplomas has been growing faster than the number of new US tech jobs.
marketingIO's insight:

Overall, yes. But delve into specific regions, and you may find a different story.

 

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Why Inbound Marketing Alone Likely Won’t Work Anymore - Relevance

Why Inbound Marketing Alone Likely Won’t Work Anymore - Relevance | The MarTech Digest | Scoop.it
The ideal scenario for a company is having maximum domain authority with little to no content surplus within its industry. The worst-case scenario for a company is having minimal domain authority and maximum content surplus within its industry. In this scenario marketers can’t just rely on inbound marketing, but must use earned and paid media, too. Thus, increasing the amount of time, energy, effort and budget required to gain the visibility necessary to be successful online.

In this scenario it’s much more likely that a company’s industry is in a state of content surplus. This is where the amount of content on the internet for the industry exceeds the average domain authority for said industry. It also means that there is more content on the internet than people looking for that content to solve their problems.

Industries come and go every day in this world. As a result, there will always be industries in a state of content deficit or surplus. We must have a strategy that taps into owned, earned and paid media – combining both inbound and outbound. Since most of inbound marketing content is considered top-funnel, helpful and “non-salesy,” our efforts should rely on those channels and methodologies that help drive visibility to said content.
marketingIO's insight:

In other words, too much content. Agreed! Way too much content floating out there, some of it incredibly crappy. Everyone has a megaphone and they're using it.

 

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Marketers failing at personalization - Advertising - BizReport

Marketers failing at personalization - Advertising - BizReport | The MarTech Digest | Scoop.it
Despite the wealth of customer data available - or perhaps because of it - marketers continue to struggle with personalization. That's the word from Sitecore; their global study finds that while most (79%) marketers believe personalization is a priority, they continue to struggle in analyzing data and putting it to use.
Perhaps more dangerous - consumers already believe there is bad personalization out there. They believe brands are using out-dated information (59%) or that brands 'make assumptions' about what customers want (54%).
marketingIO's insight:

Without the tools, you just can't personalize. Now, if you have the tools, or you have an ABM-centric strategy, then it's on you.

 

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Should You Share Social Media Posts Multiple Times? - CoSchedule Blog

Should You Share Social Media Posts Multiple Times? - CoSchedule Blog | The MarTech Digest | Scoop.it
Should you share the same social media content multiple times? We're here to settle this debate once and for all with real data and actionable advice.
marketingIO's insight:

Obviously, your degree of success is a function of your tweet's relevancy to your followers.

 

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Marketo® Delivers New AI-Powered Personalization and Account-Based Insights to Fuel Marketing and Sales Success

Marketo® Delivers New AI-Powered Personalization and Account-Based Insights to Fuel Marketing and Sales Success | The MarTech Digest | Scoop.it

"Marketo, Inc., the leading provider of engagement marketing software and solutions, today unveiled a suite of new and enhanced solutions that give marketers and sellers cross-channel personalization, enhanced email analytics, and account-based insights to engage more effectively with their customers. This latest product release reinforces the company's commitment to delivering the best solutions for marketers and sellers to win in the Engagement Economy.

Marketo's new analytics and insights offerings include the following:

  • Account Insight is designed to strengthen the partnership between sales and marketing teams around account-based marketing (ABM) strategies by focusing sellers on the best accounts to target and giving them real-time insights into how and when a prospect is engaging with their brand in order to tailor follow-up interactions.
  • Email Insights Enhancements allow marketers to drive greater value from Marketo's Email Insights solution through new ways to prepare, analyze, and share email campaign performance with marketing leaders.
  • Integration with Facebook Offline Conversions Enhancements allows marketers to map additional Marketo customer journey stages to Facebook offline conversion stages, so marketers can further optimize their ad spend based on more meaningful actions and insights into the customer journey."
marketingIO's insight:

FYI...

 

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5 Ways Collaboration Can Boost Your Martech Stack Performance - MarTech Advisor

5 Ways Collaboration Can Boost Your Martech Stack Performance - MarTech Advisor | The MarTech Digest | Scoop.it
Having a great set of martech tools alone doesn’t guarantee marketing success. It’s about how you’re able to weave the spirit of collaboration through all the stakeholders in the team so that they can use the tools and its outputs meaningfully, for better decision making, better innovation, and better outcomes. The first requirement is the development of ‘the collaborative culture’ and second is having the enabling collaborative tools to actually support the culture. This combination of intent and tools can differentiate how one organization leverages their martech stack over another as well as create value around the outcomes and the team.
5 ways collaboration impacts martech stack effectiveness, competitiveness, and RoI
1. Takes data and conversations out of silos
2. Omni-channel marketing
3. Meaningful stakeholder alignment
4. Marketing ops and contextual decision making
5. Project management and Agility
marketingIO's insight:

Put it another way: there needs to be an alignment with Sales, Tech, Marketing Resources.

 

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How to Use Personalization to Shorten the B2B Sales Cycle - Marketing Profs

How to Use Personalization to Shorten the B2B Sales Cycle - Marketing Profs | The MarTech Digest | Scoop.it
Here are five tips.

1. Talk to the customer and listen

Ask how they do things to achieve a goal, and look for gaps. Listen more than you speak. If you can't talk to the customer, listen in on sales calls.

2. Lean on your sales team

They are closest to the customers, and no one knows customers better. Work with Sales to understand customer pain points, challenges, and other information you can use to personalize content and marketing programs.

3. Send third-party content

It's not just about you: If you want to build a relationship, don't just send stuff about yourself—especially during the trust-building phase. You want to appear helpful and resourceful, so the more content you send that's not about you, the better.

4. Treat everyone like a buyer

Companies doing account-based marketing (ABM) are identifying these people through back channels and networking. Thus, everyone has to be treated like a potential buyer. If you think someone is in a large account you're targeting, you have to lay out the red carpet and make them feel like everything is there just for them—the content you're sending, the messages on the website, etc.

5. Use technology to support personalization

The ability to interact with people in a personalized way at scale is driven by tech, and there are tools that can help with many pieces of the job.
marketingIO's insight:

Especially #3. Yes, utilize the right technology to personalize, but the thing to personalize is the curated content you're sending.

 

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3 Facebook Ad Tools for Better Targeting - Social Media Examiner

3 Facebook Ad Tools for Better Targeting - Social Media Examiner | The MarTech Digest | Scoop.it
#1: Reveal the Employers and Quality of Leads Who Click Your Facebook Ads

Leadfeeder links up with your website data to show you two key things that Facebook Analytics don’t. First, after people click through from your Facebook ads, Leadfeeder can show you the companies where those people work.

#2: Analyze Facebook User Behavior on Landing Pages

To measure scroll depth, you can use Crazy Egg’s scroll-depth measurement tool. Crazy Egg offers a free 30-day trial and plans start at $9 per month. Alternatively, build scroll-depth tracking into your Google Analytics if you have some coding experience.

#3: Determine the Most Lucrative Facebook Customer Segment

To figure out Customer Lifetime Value with Salesforce, first use Zapier to integrate your Facebook lead ads with Salesforce. (Zapier offers a free version for personal use, as well as paid plans.) With this integration, Salesforce automatically updates with any lead information captured on Facebook.
marketingIO's insight:

I use Leadfeeder, and as most tracking apps, it gives you the company. It's then on you to identify contacts within the company and then reach out individually.

 

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Top Data-Driven Marketing Trends We're Keeping An Eye On - Act-On Blog

Top Data-Driven Marketing Trends We're Keeping An Eye On - Act-On Blog | The MarTech Digest | Scoop.it
Focus on the Customer Journey

Hyper-Personalization and Account-Based Marketing

A Greater Focus on Predictive Analytics
marketingIO's insight:

DMPs should be number 1.

 

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The four habits of successful data-driven marketers - Econsultancy

The four habits of successful data-driven marketers - Econsultancy | The MarTech Digest | Scoop.it
So what do successful data-driven marketers do that others may not?  

1) They obsess about data management

2) They test hypotheses to get insights

3) They stick to one attribution model

4) They insist on transparent agency relationships
marketingIO's insight:

Science! (where's Thomas Dolby when we need him?)

 

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[Chart] Why haven’t marketers started using marketing automation? - Marketing Interactive

[Chart] Why haven’t marketers started using marketing automation? - Marketing Interactive | The MarTech Digest | Scoop.it
The survey was conducted in May 2017 by Liana Technologies.
marketingIO's insight:

Choice not offered: fear of failure.

 

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