social media use agencies

8/2/2019 Social Media Use Agencies

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Social Media Use

in the Industrial Sector

I N D U S T R Y T R E N D S & R E S E A R C H R E P O R T S

F O R I N D U S T R I A L M A R K E T E R S



2

I N D U S T R Y T R E N D S A N D R E S E A R C H R E P O R T S F O R I N D U S T R I A L M A R K E T E R S» » »

SO CI AL ME DI A U SE I N T HE I NDU ST RI AL SE CT O R ©2011 G LO BALSP E C, I NC.

Contents

Executive Summary ...................................................................................................................3

An Introduction to Social Media ...............................................................................................4

Social Media in the Industrial Sector ........................................................................................5

Internet Access ......................................................................................................................................................................6

LinkedIn Usage .....................................................................................................................................................................7

Twitter Usage .................. ................... .................... .................... ................... .................... .................... ................... ..............8

Facebook Usage ...................................................................................................................................................................9

Social Media Tools and RSS Feeds ............................................................................................................................... 10

Frequency o Social Media Participation ..................................................................................................................11

Top Resources or Researching Work-Related Purchases ................. .................... ................... .................... ....... 12

Reasons or Using Social Media Web Sites ...............................................................................................................13

How Industrial Companies Participate in Social Media.......................................................................................14

Social Media Recommendations for Industrial Suppliers ....................................................15

Don’t Replace Established Online Marketing with Social Media .....................................................................15

Develop a Vision and Deine Goals or Social Media ............................................................................................15

Begin to Explore Social Media Tools ...........................................................................................................................16

Integrate Social Media Into Your Overall Marketing Strategy ................... ................... .................... ................. 17

Conclusion.................................................................................................................................18

About GlobalSpec ....................................................................................................................19

Graphs

What type of Internet access do you have at work? ...............................................................6

Which sites are you restricted from accessing at work? .........................................................6

Do you have a LinkedIn account?..............................................................................................7

How many groups do you belong to in LinkedIn? ...................................................................7

Do you have a Twitter account? ................................................................................................. 8

Do you have a Facebook account? ............................................................................................9

Which social media tools and RSS feeds have you used for work? .....................................10

Frequency of social media participation ................................................................................ 11

Value of resources for researching work-related purchases .................................................12

Reasons for using social media web sites .............................................................................13

Company participation in social media ..................................................................................14



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S O C I A L M E D I A U S E I N T H E I N D U S T R I A L S E C T O R © 2 0 1 1 G L O B A L S P EC , I N C .

Executive Summary

Social media is a business asset that can help your organization get ound by and

engage with your target audiences online. Research shows that overall, the use o

social media in the B2B sector is growing.

When integrated into your overall marketing eorts, social media oers another

opportunity or businesses to engage in conversations with their audiences:customers, prospects, industry ollowers and others. Companies can take

advantage o social media to discover what people are saying about their

company—both good and bad—and use those discoveries to improve their

company image, positioning, products and policies, and to generate more

momentum and brand awareness or their company.

As a marketing proessional working in the industrial sector, you ace a number

o challenges in inding out how social media its into your overall marketing

strategy. You must answer questions such as: how is our target audience using

social media? When should we get involved in social media, and to what extent?

How can social media support or complement our existing marketing eorts?

GlobalSpec recently conducted its second annual Social Media Survey o engineering, technical, manuacturing and industrial proessionals. Although the

survey shows that use o social media or work-related purposes is limited among

this audience, there is some adoption. For work-related purposes, however, this

audience still relies more on other online media such as general search engines

(Google, Yahoo!, etc.), GlobalSpec, online catalogs, and supplier Web sites.

Additionally, use o social media among this audience is still largely passive—they

preer to read and watch content, versus creating content.

Thereore, even though it may be time to explore social media tools, marketers

must keep their ocus on investing in their existing online marketing programs

and only deploy marketing resources to social media as appropriate. You also

must develop a vision and deine goals or social media beore investing in it.

And you should understand that social media is not “instead o” other marketing;it’s always “in addition to” other marketing eorts—integrated with your overall

marketing strategy.



4



An Introduction to Social Media

Look around on the Internet—you’ll ind plenty o deinitions o social media.

They have in common the concept that social media consists o a group o online

technologies allowing users to create, share and discuss inormation, and to

connect with each other over common interests.

At the core o social media is the idea that people learn rom each other byengaging in online conversations. Through social media conversations, users

express and listen to opinions, teach and learn rom one another, and energize each

other.

According to Forrester Research, “these inexpensive [social media] tools can quickly get

marketing messages out through interactive discussion and rapid word o mouth and, properly

managed, can deliver measurable results.”1

Because social media content is oten user-generated by those who participate,

companies cannot maintain control over the conversation or the message being

delivered. However, through its own intelligent and judicious participation, through

careul listening and response, and by providing useul inormation to its audience,

a company can guide the narrative to the beneit o the organization.One o the business beneits o social media is something called “likeability.” Using

social media, your business can showcase its personality and people, in addition to

its products or services. And in any business, people preer to buy rom people they

like. I you use social media to help oster positive relationships, and your ans and

ollowers begin to like you, they will be more inclined to do business with you and

recommend others to do the same.

1“Social Media Playtime is Over,” Jeremiah K. Owyang, Forrester Research, Inc., March 16, 2009.



5



Social Media in the Industrial Sector

As a marketing proessional working in the industrial sector, you should nd out where social

media ts into your specic marketing strategy. You must ask whether your target audience is

using social media and i it can be helpul in your company’s marketing eorts.

Here are some examples o social media use in the industrial sector:

• A blog about interesting applications or your product line or industry news,

trends and technologies in a specic industry.

• A product expert at your company creating a LinkedIn group and networking with

users o those products, or joining and commenting within relevant groups.

• A company Facebook page that inorms ans about your company’s involvement

in community projects or organizations.

• A YouTube video that explains how to use or repair a product, or oers an

interview with a top executive.

• A customer-only online discussion orum where your customers can interact with

each other and internal product managers.

• A Twitter account you use to send your ollowers links that will be o interest to

them: articles, events, industry news and more.

To dig deeper into social media usage in the industrial sector, GlobalSpec conducted

a survey o its registered user base o engineering, technical, manuacturing and

industrial proessionals. 38 percent o the survey respondents hold engineering

positions, including design, consulting and process/production, 13 percent work in

technical support/services, and 7 percent work in research/development. 89 percent

o survey respondents are involved in the purchase o components and services.

The survey results provide details on current social media usage or work-related

purposes and uture plans or using social media. GlobalSpec analyzed the results

and developed recommendations or industrial marketers to help you use social

media resources eectively across your integrated marketing eorts.



6



0% 10% 20% 30% 40% 50% 60% 70% 80%

Other

LinkedIn

Twitter

YouTube

Facebook 70%

66%

66%

35%

19%

Which of the following are you restricted fromusing through your work PC?

© GlobalSpec, Inc.

63%

35%

No access to the Internet

Internet access with some restrictions

Unlimited access to the internet

2%

What type of access do you have to the Internetthrough your work PC?

© GlobalSpec, Inc.

Internet Access

The survey asked industrial proessionals about the type o access they have to the Internet

on their work computers. While nearly all respondents (98 percent) indicated that they have

access to the Internet at work, 35 percent are restricted rom visiting certain sites and accessing

dierent types o content.

Many o the proessionals aced with Internet restrictions are inding themselves unable

to access social media web sites rom work. 70 percent o respondents state that they are

restricted rom using Facebook, and 66 percent are unable to visit YouTube and Twitter.

Suppliers interested in incorporating these social media channels into their marketing mix

should keep in mind that their presence may not be visible to their target audience



7



LinkedIn Usage

37 percent o industrial sector proessionals surveyed have an account on the

proessional networking site LinkedIn, which oers individuals the opportunity

to create proessional proiles. This represents a slight increase over 2009 (32

percent).

Do you have a LinkedIn account?

No

Yes

37%

63%

© GlobalSpec, Inc.

How many groups do you belong to in LinkedIn?

0%

5%

10%

15%

20%

25%

30%

>54–52–310

22%

15%

26%

12%

25%

© GlobalSpec, Inc.

In addition, anyone can orm or join a group on LinkedIn. Groups are comprised o members

who share common interests, such as industrial design, or automation control & engineering.

They provide a orum or discussions, asking and answering questions, providing relevant

content, networking, and more. Note however, that many proessionals who belong to

groups are passive members—they do not necessarily participate in the groups they belong

to regularly, and when they do, it is more to read content versus contribute to content. 78

percent o survey respondents belong to at least one group, with 37 percent belonging to

our or more groups. Many B2B participants are evaluating the chat and commentary and

assessing its potential value.



8



No

Yes15%

85%

Twitter Usage

Twitter is still in its early use stage among industrial proessionals. Currently, only

15 percent have a Twitter account, up rom 12 percent in 2009. Additionally, 53

percent o engineers ranked their likelihood o signing up or Twitter in the uture as

only a 1 on a scale o 1–7, with 1 being “Not at all likely” and 7 being “Highly likely”.

From a business perspective, Twitter is not a strong marketing vehicle or reaching

this audience.

Part o the reason or low adoption rates among this audience is the challenge

in understanding how Twitter might be useul. Because it is a micro-blogging

service that limits users to 140-character posts, Twitter can appear insignicant or

irrelevant. However, it does oer the opportunity to engage in conversations, ask

and answer questions, and promote content and events.

Do you have a Twitter account?

© GlobalSpec, Inc.

15 percent of respondents indicate that they have a Twitter account,up from 12 percent in 2009.



9



Facebook Usage

Facebook oers accounts or individuals and the ability to connect with “riends,”

as well as accounts associated with a company or brand and the ability to connect

with “ans”—which are the business equivalent o riends. 59 percent o industrial

proessionals have a Facebook account, an increase rom 42 percent in 2009.

More than two-thirds o these proessionals indicate that less than 20 percent o

the content on their Facebook page is work related. Thereore, while over hal o

proessionals surveyed use this social media tool, it is not generally being utilized

or work-related purposes—something that companies planning to implement

Facebook as part o their social media strategy need to consider. However, based

solely on numbers, there is likely a greater percentage o your prospects and clients

using Facebook versus other social media.

No

Y es

59%

41%

Do you have a Facebook account?

© GlobalSpec, Inc.



1 0



Social Media Tools and RSS Feeds

RSS stands or Real Simple Syndication. People use RSS to subscribe to web content; RSS tools

aggregate and deliver updated web content to your computer or mobile device. This saves the

time and hassle o having to visit web sites individually. Many web publishers syndicate their

web content as an RSS eed to anyone who wants it.

When asked which social media tools and RSS eeds they use or work, the majorityo respondents (74 percent) stated they use Google Reader. No other tool or RSS

reader was cited by more than 18 percent o users.

Which social media tools and RSS feeds have you used for work?

© GlobalSpec, Inc.

0% 10% 20% 30% 40% 50% 60% 70% 80%

Sharp Reader

Newsvine

FeedDemon

Reddit

Feedburner

Blog Navigator

NewsGator

Delicious

Technorati

StumbleUpon

Plaxo

Digg

Other

Blogger

Flickr

Google Reader 74%

18%

13%

10%

9%

9%

6%

5%

4%

4%

3%

2%

2%

1%

1%

1%



1 1



1=Never, 2=Few times a year, 3=Few times a month, 4=Few times a week, 5=Almost daily

0 1 2 3 4 5

Created a video to share

Added a supplier rating

Submitted a productreview/recommendation

Shared an article

Tagged a Web site/article

Posted a comment

Answered a question

Watched a video 2.8

2.4

2.3

2.1

2.1

1.8

1.8

1.4

Frequency of Social Media Participation

The survey also asked industrial proessionals how oten they participate in specic

types o social media. For each type o social media, engineers were asked to

choose rom a scale oering the ollowing requency options: Never, Few times a

year, Few times a month, Few times a week, or Almost daily.

The results indicate that a majority o this audience is passive about socialmedia—they read and watch content, versus commenting or posting and creating

content. Respondents stated that they use most o the represented social media

a “Few Times a Year.” For the second consecutive year, creating a video to share

ranked the lowest in terms o social media participation, while watching a video

ranked the highest.

Frequency of social media participation

© GlobalSpec, Inc.

Watching videos was ranked by respondents as highest in termsof social media participation; creating a video was ranked lowest.



1 2



Top Resources for Researching Work-Related Purchases

The survey asked the ollowing question: When researching a potential work-

related purchase, how valuable do you nd each o the ollowing resources?

The results show that social media is not as valuable as other top online resources,

such as general search engines (Google, Yahoo!, etc.), GlobalSpec, online catalogs,

and supplier Web sites.

Value of resources for researching work-related purchases

© GlobalSpec, Inc.

Scale 1–7, with 7 most valuable

0 1 2 3 4 5 6

Twitter

Facebook

Podcasts

Networking sites

Blogs

RSS Feeds - Newsfeeds

Video

Online communities

Webcasts/Webinars

Other B2B search engines

Supplier ratings

Print advertising

Direct mail

Case studies/white papers

Industry conferences/events

Product reviews/recommendations

Industry trade publications

Word of mouth/peer/colleagues

GlobalSpec.com

Supplier Web sites

Online catalogs

General search engines 5.8

5.3

5.1

5.1

4.9

4.7

4.5

4.3

4.2

4.0

3.8

3.8

3.7

3.6

3.4

3.4

2.9

2.6

2.4

2.4

2.3

1.6

7



1 3



0% 10% 20% 30% 40% 50% 60%

Other

To nd new jobs/employers

To nd new suppliers

To nd expertise

To nd peer reviews/recommendations

To keep abreast of latest company/productnews/technologies

To reach additionalcontacts/network

Reasons for Using Social Media Web Sites

As its name implies, social media is seen as a valuable tool to interact with like-

minded proessionals. 52 percent o respondents indicate that they use social

media to reach additional contacts and network.

Survey results indicate that many proessionals are also using social media to keep

abreast o the latest company and product news and technologies (48 percent)and nd peer reviews and recommendations (41 percent) and related expertise

(40 percent). Social media is also used by industrial proessionals or nding new

suppliers, jobs and employers, though on a smaller scale.

© GlobalSpec, Inc.

For which of the following have you used social media sites(Twitter, LinkedIn, Facebook, Blogs, Forums, YouTube, etc.)?

52%

48%

41%

40%

39%

25%

9%

More than half of respondents indicate that they use social mediato reach additional contacts and network.



1 4



How Industrial Companies Participate in Social Media

The primary ways industrial companies participate in social media today are through

community/discussion sites or customers as well as similar internal sites or employees. 33

percent provide an online discussion community or customers, and 32 percent provide one

internally or employees. 23 percent are using video and 25 percent now have a company

blog. The only signicant year-over-year increase comes rom Facebook participation, which

increased rom 21 percent in 2009 to 33 percent in 2010. At this point, only 13 percent are using Twitter.

Company participation in social media

0% 5% 10% 15% 20% 25% 30% 35%

Twitter

Company sponsoredLinkedin Group

Other

Video

Company blog

Community/discussion site for

internal employees

Facebook

Community/discussion site

for customers33%

33%

32%

25%

23%

16%

13%

13%

© GlobalSpec, Inc.



1 5



Social Media Recommendations for Industrial Suppliers

While engineering, technical and industrial proessionals are adopting social

media slowly, these new social technologies may have a role in your uture

marketing strategy. The noise and buzz around social media cannot go unnoticed or

completely ignored. Yet you need to cut through the clutter and answer a number o

challenging questions around social media and how it really relates to your overall

marketing strategy:

• When should my company get involved in social media, and to what extent?

• What social media tools should we use? Which are the most important?

• What resources are required to launch a social media program?

• How do I educate others in the company—in particular, executives—about the

role social media should or shouldn’t have in our marketing eorts?

To help you answer these questions, GlobalSpec has developed a list o social

media recommendations or industrial suppliers.

Don’t Replace Established Online Marketing with Social MediaGlobalSpec’s survey shows that current adoption o social media in the industrial

sector is low, yet social media is being used in business-to-business marketing

today. Any new technology or paradigm has an adoption curve: there are early

adopters, mainstream adopters and laggards. Every business has its own place

on the adoption curve, and it’s oten determined by available resources, skills

and most o all your audience’s behavior: i your customers and prospects are

enthusiastically adopting social media or work-related purposes, then you will be

motivated to move aster into that realm.

But or now, more established online resources—search engines (both general and specialized),

online catalogs, and your web site—are the key places an industrial audience looks or

suppliers, products and other work-related inormation. Your established online programs are

still your best tactics or building awareness and generating qualied sales leads. Thereore, youshould continue to invest in these online resources and not radically shit a signicant portion

o your marketing resources or budget to social media.

And remember, social media is always “in addition to” other marketing eorts,

never “instead o” more established best practices. You will want to integrate your

social media program into your overall marketing strategy, considering it another

tool in your marketing toolkit.

Develop a Vision and Define Goals for Social Media

Trying to make use o all the available social media tools can be overwhelming.

It will be easier i you approach social media with a vision and deined goals. For

example, consider how you want to present your company via social media. What

message and tone are right or your business? An established industry expert? An

up and coming innovator? An advice provider?

Decide: what are your social media goals? Maintaining or growing your brand

awareness? Building relationships with the community? Conducting product research

and gaining eedback rom your customers and prospects?

In the same vein, think about how you will communicate value to your audience.

You must be prepared to provide useul, relevant contributions to the social

media conversation i you have hopes o building a loyal ollowing. Where will

these contributions come rom? What is your content strategy? Who will be

Tip: Remember that

social media is always

“in addition to” other

marketing efforts,

never “instead of”

more established best

practices.



1 6



responsible or developing your company’s social media content? One person

devoted to social media is probably not enough. Try recruiting a team o people

so you can share the responsibility and tap into a greater knowledge base.

As you work through these questions, your vision and reasons or engaging in

social media will become clearer, which will help guide your choices o social media

tools and how to best use them.

Begin to Explore Social Media Tools

While you shouldn’t rush resources into social media, you should begin to explore

social media tools. Devote some time to gain an understanding o how they work,

what they can contribute to and how they can complement your existing marketing

eorts. This way, as participation in social media grows in the industrial sector, you

will be in a strong position to grow your social media presence.

I you’ve already begun using social media tools, make sure you balance the

resources you put into social media with the return you are getting rom your

eorts. As the research indicates, adoption among many platorms is still very low

within the industrial sector. So you will want to make sure that you aren’t taking

resources away rom channels that will give you a greater return and make a biggerimpact on your eorts.

Here are some ideas to get you started on social media. Beore determining

what channels you should use, understand to what extent your target audience

participates in social media and the platorms they use, and choose your channels

accordingly. You also need to consider resource requirements—you don’t want to

invest signiicant people and time resources at the expense o more established

programs. Instead o adopting them all at once, start with the ones that seem most

applicable to your business and target audience.

• Create a LinkedIn account. Search or and join groups in your market space.

Follow the conversations and begin participating when you have something

useul to add to the dialogue.

• Create your own Twitter account and search or relevant businesses, thought

leaders, or competitors to ollow within your market space. You can also

post your own “tweets.” Try commenting and linking to interesting articles,

announcing an event or new white paper, or putting in a customer quote or

interesting use o your products.

• Third on your social media list, ater setting up with Twitter and LinkedIn, is

Facebook. Find other businesses similar to yours or market leaders and see

how they are using Facebook. I you have a personal Facebook account, you’ll

discover that Facebook or business is not that dierent. Instead o “riends”

you have “ans.” But it’s still all about conversations and providing relevant

inormation.

• With the widespread use o broadband Internet, video has become a major

business communication tool, and more aordable. The widespread popularity o

YouTube has also lowered the bar or production quality. It’s acceptable—almost

chic—or business videos to have a homemade quality. Try posting videos o an

interview with an executive, a customer testimonial or a product demonstration.

• Consider starting a blog. Just make sure you dene an intended audience or

the blog and line up resources to write blog posts on a regular basis. It could

be a single writer, such as an executive, or a team o writers. Types o content

you could post include applications or your products, customer case studies,

Tip: Gain an

understanding of how

social media tools

work, what they can

contribute to and how

they can complement

your existing marketing

efforts. As participation

in social media grows

in the industrial sector,

you will be in a strong

position to grow your

social media presence.



1 7



industry news, requently asked customer questions, white papers and Webinars,

and other content relevant to your audience.

• You may consider developing an online community to interact with your customers and

prospects. A third o industrial companies are already doing this. I you do want to establish

an online community, keep in mind it requires a signicant time commitment to stay

regularly involved and technical resources to build, maintain and grow the unctionality o

the online system.

Another way to ease into social media is to listen to and understand the conversations taking

place among various channels. There are many no-cost tools out there that can help you

monitor mentions on social media sites. Put a plan in place to determine who is responsible or

monitoring —and even responding to comments and inquiries.

Integrate Social Media Into Your Overall Marketing Strategy

Whatever steps you take in social media, you must take them hand-in-hand with your other

marketing eorts. Your social media goals should support your overall marketing goals.

Another way to integrate social media into your overall marketing eorts is to promote your

social media presence within in your established marketing programs. For example, GlobalSpec

now oers suppliers the ability to include their social media links, such as Twitter, LinkedIn andFacebook, within their company prole pages, helping to build awareness and relevancy or

their social media eorts. Suppliers can also add video content to their GlobalSpec product

announcements and within their company prole. You should employ the same strategy on

your company web site and cross-promote your presence across the dierent social media

platorms you are using.

In addition, just as you measure the perormance o established marketing programs, you

should understand the measurement aspects o social media. It’s important to look at

traditional benchmarks such as reach (total number o ans/ollowers) and activity (page views,

discussion threads, etc.), and also to analyze how social media helps increase trafc to your web

site and online catalog, as well as generate any new sales leads.

Tip: Use social media

hand-in-hand with your

other marketing efforts.

Your social media goals

should support your

overall marketing goals.



1 8



Conclusion

While social media participation in the industrial sector remains low, its use is

beginning to slowly increase. Suppliers should start to become amiliar with social

media tools and begin to determine where social media ts into their overall

marketing strategy.

Beore beginning or expanding your company’s social media eorts, answer theseve questions to help ensure success with social media.

1. To what extent does your target audience participate in social media and which

social media platorms do they use most oten?

2. What are your organization’s goals in implementing a social media initiative?

3. What resources (people, time, budget) do you have available to invest in social

media without taking resources away rom other online marketing eorts?

4. How will you integrate social media into your overall marketing strategy?

5. How will you deine success and measure ROI on your social media

investments?

You don’t want to take budget, time and resources away rom existing marketing

eorts that are perorming or you and put them toward social media. Although

social media tools are ree in terms o establishing accounts, there is a learning

curve and they do require time and eort. It’s important to remember that social

media is never an “instead o” other marketing; it’s always “in addition to” other

marketing eorts and must be integrated with your overall marketing strategy.

I you’re seeking an easy way to be introduced to and become amiliar with social

media, GlobalSpec invites you to ollow and join our own social media activities.

You can nd GlobalSpec in these social media outlets:

• GlobalSpec Industrial Marketing Mavens Group on LinkedIn

•

GlobalSpec on Twitter @GlobalSpecInc• Industrial Marketing Mavens on Twitter @MktgMavens

• GlobalSpec on Facebook

• Industrial Marketing Mavens on Facebook

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© 2011 GlobalSpec, Inc. All rights reserved. GlobalSpec, the GlobalSpec logo, DirectU2 and SpecSearch

are registered trademarks o GlobalSpec, Inc.

You are ree to copy, distribute and display and create derivative works rom this paper provided that

you give GlobalSpec, Inc. proper credit as the source.

About GlobalSpec

GlobalSpec.com is used regularly by engineering, technical, manuacturing and

industrial proessionals worldwide to search or components, products, technical

inormation and services. GlobalSpec users beneit rom domain-expert search

engines, a broad range o proprietary and aggregated Web-based content, 60+

e-newsletters, and online events—helping them search or and locate products

and services, learn about suppliers and access comprehensive technical content.

SpecSearch®, GlobalSpec’s trademarked search technology, allows users to search

by speciication rom more than 40,000 supplier catalogs.

For manuacturers, distributors and service providers, GlobalSpec oers tailored

marketing solutions that put you in control and expert online marketing advice to

help you ind new customers. We provide highly iltered sales leads and marketing

opportunities, qualiied Web traic to your site, product promotion and brand

advertising platorms, and a wide range o e-media advertising and marketing

solutions including keyword ads, e-mail marketing, banner ad networks, online

events and industry-leading e-newsletter advertisements—allowing you to choose

the options that it your unique business needs.

The ability to ind customers…to tap into new markets or new regions that

are actively seeking your products…to understand what prospects are looking

or…to gain an integrated marketing program and a wealth o practical advice

about online marketing—this is the GlobalSpec approach. And it’s why many

manuacturers and suppliers choose GlobalSpec to help their businesses grow.

For more inormation on GlobalSpec’s comprehensive marketing solutions please

call 800.261.2052 or visit http://www.globalspec.com/advertising.



































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