Connie Cermak, Author at Social Nectar Marketing

Marketing Meme Trends in 2025

by Connie Cermak | Feb 7, 2025 | Content Marketing, Memes

Top Meme Trends for 2025 in B2C Marketing Campaigns

You’d have to be totally off the grid to have not seen a clever meme or two over the past few years. These bite-sized nuggets of humor and relatability allow brands to build cultural relevance, engage consumers, and stand out in an oversaturated market. As we step into 2025, the meme game is evolving, blending nostalgia, technology, and hyper-specific humor. Memes continue to reign supreme as one of the most effective tools for connecting with audiences. Here are the top meme trends we believe will dominate B2C marketing campaigns this year.

Retro Tech Nostalgia Memes

As we embrace the digital future, many consumers including myself are craving a touch of the past. Memes that celebrate retro tech, such as old-school flip phones, CRT monitors, and Windows 95 aesthetics, are on the rise.

This trend taps into millennials’ and Gen Z’s collective nostalgia while serving as a playful contrast to today’s ultra-connected lifestyle. Brands can use these memes to sell products that evoke simpler times or highlight their timeless appeal.

AI-Generated Memes

Artificial intelligence has entered the chat—literally. With tools like DALL-E and ChatGPT capable of generating text and images, brands are leaning into AI to create hyper-customized memes. These memes allow for rapid responses to cultural moments, with humor that feels fresh and innovative. Bonus points if the meme plays off the meta-awareness of being AI-generated—self-referential humor continues to resonate.

Text-Heavy Memes

Minimalist imagery paired with maximalist text is gaining traction. These memes read almost like short-form storytelling, often recounting exaggerated scenarios or spiraling tangents that land with a punchline.

The approachable and DIY feel makes them shareable, and their longer format ensures higher engagement—perfect for brands wanting to communicate more nuanced messages. X has a plethra of these types of memes.

Humor and Self-Awareness

Consumers are more media-savvy than ever, and they love brands that are in on the joke. Memes that play with the absurdity of corporate marketing or poke fun at themselves tend to build trust and authenticity. Think Wendy’s roasting its own menu or a brand’s Twitter page sharing a meme about the difficulty of writing clever tweets. Meta-humor helps humanize brands in an age where audiences value transparency.

Memes as Merch

Some memes transcend the digital space and become physical. Whether it’s a viral catchphrase printed on tote bags or an iconic image turned into a sticker, memes-as-merch is a creative way to extend a campaign’s lifespan. This trend also ties into consumers’ love for tangible experiences, creating opportunities for brands to build loyalty through limited-edition products.

Interactive Memes

Memes that invite user participation—polls, “tag a friend” prompts, or remixable templates—are a hit for boosting engagement. In 2025, expect brands to experiment with formats that blur the lines between memes and interactive content. For example, a “choose your own adventure” meme carousel on Instagram or a TikTok meme challenge that ties back to a campaign theme.

Crossover Memes

Collaboration is key. Expect to see more brands teaming up to create crossover memes that combine their audiences’ interests. Picture a fast-food chain partnering with a gaming brand for a meme that pokes fun at late-night cravings during marathon sessions. These partnerships allow brands to tap into new demographics while keeping the content fun and surprising.

Low-Fi, High-Impact Content

In an age of often overly polished content, deliberately low-fi memes that look like they were made in MS Paint or on a decades-old meme generator stand out. This trend signals a return to the roots of meme culture and reinforces a brand’s relatability. Low-fi doesn’t mean low effort, though—clever messaging is crucial for making this style work.

Memes: the New Cultural Currency!

Memes are more than just a quick laugh—they’re a cultural currency that can drive real engagement and brand loyalty. In 2025, successful B2C marketing campaigns will be those that embrace memes not just as content but as a conversation with their audience. By staying ahead of trends and tapping into the zeitgeist, your brand can turn humor into a powerful marketing tool.

So, what’s your meme strategy for 2025? We would love to help you brainstorm on something creative and fitting for your brand.

SEO in 2025

by Connie Cermak | Jan 2, 2025 | Search Engine Optimization (SEO)

SEO in 2025: Still Crucial, Yet Evolving

In the ever-changing world of digital marketing, Search Engine Optimization (SEO) remains a foundational strategy. Even in 2025, when social media and paid ads dominate headlines, SEO continues to drive organic traffic and long-term visibility. Some folks may claim it’s outdated. I say: not even close.

Why SEO Still Deserves a Seat at the Table in 2025

Organic Search Is Still a Heavy Hitter

Yes, social media is noisy. Yes, paid ads have their place. But organic search is still one of the top traffic drivers to websites across industries. Over 50% of web traffic still starts with a search. So if your SEO isn’t pulling its weight, you’re likely missing a big slice of the pie.

Trust Starts at the Top (of Google)

Ranking well in search results isn’t just about clicks—it builds trust. Users are more likely to engage with and buy from brands they find at the top of search pages. SEO helps you show up consistently and credibly, which is half the battle in today’s attention economy.

It’s Cost-Effective (in the Long Run)

Unlike ads that stop working the moment your budget runs dry, good SEO keeps working long after you hit publish. Once you’re ranking, maintaining that spot is far more budget-friendly than a never-ending ad campaign.

User Experience = SEO Gold

Search engines have gotten smart. They reward sites that are clear, fast, easy to navigate, and actually helpful. Great SEO and great UX now go hand-in-hand. If your site delivers a smooth, engaging experience, your bounce rate goes down—and your rankings go up.

What’s Changed in SEO in 2025? A Lot.

AI Is Running the SEO Show (Sort Of)

With AI and machine learning more deeply integrated into algorithms, Google can now better understand user intent. That means content needs to be relevant, useful, and written like a human (not a keyword-stuffing robot). This is a good thing. It pushes us to write better, think smarter, and focus on actual value.

Core Web Vitals Are Non-Negotiable

Google’s Core Web Vitals—LCP, FID, and CLS—measure how fast your page loads, how quickly it responds to clicks, and how stable it is visually. Basically: if your site feels clunky, your rankings will suffer. Technical SEO isn’t optional anymore—it’s foundational.

E-A-T Is the New Standard

Expertise, Authoritativeness, and Trustworthiness (E-A-T) are critical, especially if you’re sharing information that affects someone’s health, finances, or well-being. This isn’t fluff. It’s Google’s way of rewarding credibility. If you’re the real deal, show it. Credentials, bios, clear sourcing—these details matter.

Voice Search is Growing Up

With the rise of smart speakers and digital assistants, more people are searching with their voices. That means your SEO strategy should include natural, conversational language and long-tail keywords. Think less “best skincare serum” and more “what’s the best anti-aging serum for sensitive skin?”

Local SEO Is Having a Moment

Local search has exploded—especially for small and service-based businesses. Features like Google Business Profile, customer reviews, and accurate local listings have major influence. Want to show up in “near me” searches? Local SEO needs your attention.

Content Still Reigns, But the Bar Is Higher

Thin, generic content doesn’t cut it anymore. Google wants content that’s thorough, engaging, and actually answers the user’s question. It’s not about publishing more—it’s about publishing better. So yes, content is still king, but now it needs a crown and a strategy.

Mobile-First SEO Is the Default in 2025

Mobile-first indexing is officially the norm. If your mobile experience isn’t dialed in—think fast load times, easy navigation, and clear calls to action—Google will notice. So will your visitors.

So, Is SEO Still Worth It in 2025?

Absolutely. But only if you’re doing it right.

SEO is evolving, but it’s not going anywhere. It’s still the best way to build long-term visibility, authority, and trust—without throwing your entire budget into ads. Staying ahead of SEO trends (and staying human while doing it) is what separates forgettable content from high-performing strategy.

Great Resources for More SEO Info for 2025

Google Search Central – Search Engine Optimization (SEO) Starter Guide
This is Google’s own guide, and linking to it shows you’re offering value backed by the source itself. Great for readers who want to go deeper into technical best practices. Read it here.

Moz – What is SEO?
Moz remains a trusted authority in the SEO space. Their beginner-friendly content breaks down complex topics in a way that’s accessible and reputable. This would be a perfect complement to your post’s friendly tone and smart strategy. Read it here.

If you’re not sure how your website measures up, let’s talk. I’ll help you uncover opportunities, clarify your content, and create an SEO plan that actually converts. Click here to email me. I’d love to hear from you.

Want to go deeper? Explore these next:

🐝 What’s AEO and how does it fit with SEO?

🐝 Evergreen Content & Featured Snippets: Long-Term Wins

🐝 Quick-Start Guide: Master Your SEO

🐝 Understanding Keywords (Without the Overwhelm)

Understanding the Customer Journey

by Connie Cermak | Dec 17, 2024 | Email Marketing, Funnel Marketing, Social Media Marketing

The Customer Journey From Awareness to Advocacy

In today’s competitive marketplace, understanding the customer journey is more important than ever. Why? Because it gives you insight into how your customers experience your brand—from the moment they first hear about you to becoming loyal advocates telling their friends about you.

If you’re a business looking to grow, mastering the customer journey can be the key to standing out and building long-term relationships. Let’s take a few minutes to explore the concept, share a real-world example, and provide actionable tips to enhance your customer journey and build loyal fans of your brand.

What is the Customer Journey?

At its core, the customer journey is the path a customer takes when interacting with your brand. It covers every touchpoint—from discovery to purchase and beyond. This journey isn’t always linear, but understanding its stages helps you better meet your customers’ needs and create a seamless experience.

5 Typical Stages of the Customer Journey:

Awareness: When customers first learn about your brand. This is where first impressions count. Through ads, social media, or word-of-mouth, you need to spark curiosity and create a memorable introduction to your business.

Consideration: When they’re weighing their options. At this stage, customers are comparing you to competitors, so providing helpful content like case studies, reviews, and free resources can position you as the best choice.

Decision: When they choose to buy from you. Here, you need to simplify the buying process. Clear calls-to-action, limited-time offers, and exceptional customer support can help seal the deal.

Retention: When you focus on keeping them happy. A happy customer is a returning customer. Focus on personalized follow-ups, loyalty programs, and ongoing value to maintain strong relationships.

Advocacy: When satisfied customers become your biggest cheerleaders. Encourage reviews, referrals, and testimonials. When customers love your brand, they’ll naturally spread the word and bring in new business.

Why Does the Customer Journey Matter So Much?

Imagine walking into a store where no one greets you, the shelves are unorganized, and no one helps you find what you need. Frustrating, right? Your customers feel the same way when their experience with your brand isn’t intentional or consistent.

Optimizing the customer journey ensures that every interaction builds trust, meets expectations, and leaves customers feeling valued. This creates loyal customers who return to you time and time again.

Forbes wrote a great article with a slightly different approach (or verbiage), including a good visual map which is highlighted here. It breaks down how businesses can visualize the path their customers take, making it easier to identify pain points and opportunities for improvement.

The Customer Journey in Action

Awareness:
Let’s say a mid-sized company invests in SEO-driven content (like blogs and case studies) and launches targeted social media ads to attract potential clients searching for their services.

Consideration:
Once leads arrive on their website, The company offers free downloadable resources and live webinars. They also implemented a chatbot to provide real-time answers to customer inquiries.

Decision:
To support leads in the decision phase, The business provides personalized consultations and showcases detailed case studies of their previous successes.

Retention:
After a project is complete, they send a follow-up survey, offering discounts on future services and personalized thank-you notes.

Advocacy:
The mid-sized company encourages happy clients to leave reviews and refer friends through a referral program—rewarding them with exclusive perks,

By optimizing its customer journey, the company sees somewhere between a 20% to 35% increase in customer retention and gains several new leads through word-of-mouth referrals within an average of a month or two! Sometimes it takes less time, sometimes it takes more. There’s no magic wond. But if you’ve optimized your site, written content using keywords, keep your content fresh by providing useful information or great product photos and descriptions, by the time you get to the customer journey, you’re set up for success!

3 Tips to Optimize Your Customer Journey

Ready to level up your customer journey? Start with these actionable steps:

Map It Out:
Take time to visualize every step of your customer’s experience. Identify key touchpoints and ask yourself: Where can we make this better?

Gather Feedback:
Your customers are your best resource. Use surveys, reviews, and interviews to understand what’s working and what’s not.

Be Consistent:
Consistency is key. Whether it’s your website, social media, or customer service, every interaction and everything you do should reflect your brand values and brand voice; and naturally, meet customer expectations.

Final Thoughts

The customer journey isn’t just a buzzword—it’s the foundation for building a thriving, customer-centric business. By understanding and optimizing every stage, you’re not just winning sales; you’re building relationships that drive loyalty and growth.

Start by mapping out your customer journey and identifying ways to improve. Your customers (and your bottom line) will thank you.

Need help refining your customer journey? Let’s connect and make sure your customers have an experience worth raving about!.

Next Up:

If you’re interested in learning more about branding and the art of creating an emotional connection, read my aritlce here.

Do you like to write as much as I do? Read about blogging to build your brand right here.

And if you’d like to learn about the importance of using the right keywords to create brand awareness and site optimization, click here.

Branding: The Art of Emotional Connection

by Connie Cermak | Dec 16, 2024 | Branding and Positioning

Branding: The Art and Process of Creating an Emotional Connection with Your Audience

Branding is a process. It’s deep, intentional work that transcends logos, taglines and trendy fonts—it’s about crafting a meaningful, emotional connection between your brand and your audience. For me, working with my clients on branding is not just a profession; it’s a passion. The journey of discovering a brand’s essence and shaping its identity feels like uncovering a treasure chest, filled with the dreams, values, and goals of the people behind the brand. While sometimes exhausting, it’s always exhilarating and deeply rewarding. And it makes everything else slip into place moving forward. From writing newsletters to placing ads, once you’ve gone through the branding exercise, everything from that point forward becomes simpler.

The vital steps to branding include uncovering your brand essence, positioning your brand, and building your brand identity. Read on to learn how you can do this, too!

Uncovering Your Brand Essence

The process begins with uncovering your brand essence, the heart and soul of your organization. This is where Simon Sinek’s Start with Why is indispensable. He explains that great brands thrive because they understand and communicate their “why”—the core purpose that drives them. It’s not just what you do or how you do it; it’s why you do it. Purpose is the foundation of trust and loyalty, and that’s where we start, digging deep to discover the values, vision, and mission that define your brand and ultimately connect with people who want what you have.

Positioning Your Brand to Connect

From there, we move to brand positioning—the strategic work of carving out your place in the market. Seth Godin’s Purple Cow reminds us that being remarkable isn’t optional in today’s saturated world. But standing out doesn’t just mean being loud or flashy; it means aligning your brand with your audience’s needs and desires in a way that feels authentic and irresistible. What promises do you make? How do you want your brand to be perceived compared to others? This is where we create your positioning map and statement, always keeping your audience at the center.

Building Your Brand Identity

Then comes the magic: building your brand identity. This is where your brand comes to life, taking everything we’ve uncovered about your purpose and positioning and translating it into tangible elements that your audience can see, hear, and feel. Brand identity isn’t just about aesthetics—it’s about experience.

Your identity encompasses your visual elements (logo, color palette, typography), your communication style, and your sensory identity (yes, even how your brand might sound or feel!). It’s the cultural and historical roots of your organization, your tone of voice, and the personality that shines through every touchpoint. As Marty Neumeier explains in The Brand Gap, branding is about the total experience—it’s how your audience perceives you, remembers you, and connects with you.

How Much of Your Own Voice Should Go Into Your Brand?

As far as how much of YOU should be incorporated into your brand voice, it depends entirely on what you’re selling. We all have a variety of voices we use depending on who we’re connecting with. I talk to my dog WAY differently than I talk to my clients, but they’re both equally authentic. That said, my clients probably don’t want to hear the same enthusiasm I use when I talk to my dog. Unless we’re selling pet products, it would hardly build a connection. So feel assured in this: once you determine the authenticity of your brand voice, you’ll be able to determine how much of YOU is in your BRAND.

Storytelling for the Ultimate Brand Connection

Branding isn’t a one-sided affair. It’s not just about you. Branding is, at its core, a form of storytelling. Your story must intersect with your audience’s story. They have a problem, a pain point, or a dream, and your brand’s job is to demonstrate how you can help them overcome that problem or achieve that dream.

Marketing versus Branding

This is why branding differs from marketing. Marketing is the tactical execution of your brand strategy—it’s how you get your message out into the world. Branding, however, is the foundation that gives that message weight. Branding is the reason your audience remembers you. Marketing may get their attention, but branding earns their trust. And trust leads to loyal customers.

The beauty of this process is how deeply personal it is. It’s not just about creating something beautiful; it’s about creating something meaningful. When we work together to shape a brand, we’re not just building a business—we’re building a relationship with your audience.

Stories that Solve Problems

By the time we’ve created your brand’s essence, positioning, and identity, we’re ready to tell stories that resonate. Stories that don’t just inform but inspire. Stories that show your audience how your product or service can solve their problem, meet their need, or fulfill their inner desire. It’s about creating a bond so strong that your audience doesn’t just choose your brand—they believe in it.

Branding isn’t quick or easy, but it’s worth every ounce of effort. It’s the difference between being just another option and becoming the obvious choice. It’s the spark that turns a transaction into a relationship. And it all starts with discovering your “why,” understanding your audience and building a brand that connects on the deepest level.

Questions to Help Guide Your Branding Process

If you’re looking to freshen up your brand and position yourself more effectively, or you want to make a stronger connection with your prospects, here are some thoughtful questions to help guide your process:

About Your Brand Essence

What is the heart and soul of my brand?
- What purpose, vision, and mission truly drive my work?
- Are my values reflected in everything I do?
Does my brand still align with my personal and professional goals?
What emotional connection do I want to create with my audience?

About Your Audience

Who is my target audience, and have their needs changed?
- Are there new pain points or desires I can address?
- Am I reaching the right demographic, or should I expand or refine my focus?
What emotional experience do I want my audience to have with my brand?

About Positioning

How does my brand stand out in comparison to competitors?
- Is there something fresh or unique I can emphasize?
- Have new competitors entered my space, and how does that shift my position?
What is my brand promise, and does it remain relevant and compelling?

About Identity and Voice

Does my visual identity feel current and aligned with my brand values?
- Are my logo, colors, typography, and design elements resonating with my audience?
Is my tone of voice consistent and reflective of who I am now?
- Does it convey the right mix of professionalism, approachability, and personality?
Are my storytelling efforts connecting emotionally and building trust?

About Messaging and Perception

What stories do I want my brand to tell, and are they solving problems for my audience?
How do people perceive my brand, and does that perception align with my intentions?

About Channels and Engagement

Are the platforms and methods I’m using to communicate still effective?

Should I consider new channels or shift my focus?

How am I nurturing relationships with my audience and building trust?

About Growth and Vision

Where do I want my brand to go in the next year, five years, and beyond?
What’s the one thing I want to be known for?
How does my brand contribute to my audience’s lives and solve their challenges?

By diving into these questions, we can collaboratively uncover insights, identify areas for improvement, and infuse your brand with fresh energy. If you’d like to work together, I’d love to hear from you. Send me an email.

Would you like to download this list? Click on the link below and enjoy!

Download Questions

Want More DIY Branding Help?

Interested in learning more about how to build your brand? Enjoy this quick-to-read article about the power of blogging to build your brand.

Here’s another article about featured snippets and evergreen content to optimize your blogs and increase awareness of your brand.

What is AEO (Answer Engine Optimization) and How it Differs From SEO

by Connie Cermak | Dec 14, 2024 | Answer Engine Optimization, Most Read, Search Engine Optimization (SEO)

Is AEO, Answer Engine Optimization, the Future of Search?

The digital marketing world is constantly evolving, and just as we’ve mastered SEO (Search Engine Optimization), a new contender enters the arena: AEO (Answer Engine Optimization). But what is AEO, and how does it differ from SEO? Does it replace SEO, complement it, or carve its niche in search engine strategies? Let’s dive into what AEO is, how it works, and how you can incorporate it into your website to stay ahead in the optimization game.

Answer Engine Optimization in a Nutshell

AEO, or Answer Engine Optimization, focuses on optimizing your content to provide direct and concise answers to user queries. While SEO aims to drive traffic to your website by improving visibility on search engine results pages (SERPs), AEO takes it a step further, positioning your content as the direct answer to questions users type—or speak—into search engines.

Think about the “Featured Snippets” or voice search results you see and hear when asking Google or Alexa a question. AEO is about capturing these top spots, ensuring your content is the answer.

Don’t know what featured snippets are? This sentence links to a quick-to-read article I wrote about snippets and evergreen content.

How Does AEO Differ from SEO?

While SEO and AEO share similar goals of improving visibility, their approaches and end objectives differ:

SEO vs AEO

SEO/Search Engine Optimization

Focuses on ranking high in SERPs.\
Optimized for user behavior and keywords.
Optimized for question-based queries and structured data.
Targets organic traffic.
Broader scope of optimization.

🐝 Tip: If you’d like to learn about SEO, read the article I wrote, “Mastering Website Optimization, your Ultimate Guide to SEO,” by clicking here.

AEO/Answer Engine Optimization

Focuses on providing direct answers.
Optimized for question-based queries and structured data.
Targets voice search and answer boxes.
Specific focus on micro-moments and concise answers.

Does AEO Replace SEO or Complement It?

AEO does not replace SEO; instead, it complements it. SEO ensures your content is discoverable, while AEO ensures your content is actionable as a direct answer. As the use of voice search and AI-driven assistants grows, AEO’s importance will continue to rise, but both strategies work hand-in-hand.

How Does AEO Work?

AEO works by targeting the intent behind user searches, particularly queries beginning with “who,” “what,” “when,” “where,” “why,” or “how.” It leverages:

Structured Data (Schema Markup): Helps search engines understand your content’s context and structure.

Concise, Clear Content: Answers questions directly in the first 40-60 words of a paragraph.

Optimized Headlines: Uses headlines that mirror the exact question users ask.

Authority Signals: Ensures your site is credible and authoritative on the topic.

How Does Content Matter in AEO?

Content remains king, but for AEO, the crown rests on clarity and precision. Here’s how to tailor content for AEO:

Answer First: Address the question immediately at the start of the content.

Use Clear Headlines: Formulate headlines as questions (e.g., “What is AEO?”) or answers.

Support Answers with Depth: While the initial response should be concise, provide additional context, examples, or insights below.

Leverage Lists and Tables: These formats are easy for search engines to parse and often appear in featured snippets.

Are You Optimizing for Search Engines or Direct Answers?

With AEO, you’re optimizing for both. While traditional SEO helps your content get indexed and ranked, AEO ensures your content is structured to meet user intent instantly. For example, an AEO-optimized article might rank in the “People Also Ask” section or as a Featured Snippet.

How Structured Data Plays a Role in AEO

Structured data is essential for AEO. By using schema markup, you tell search engines how your content is organized. This makes it easier for them to extract the specific answer to a user query. Here are some common schema types for AEO:

FAQ Schema: Helps your answers appear in “Frequently Asked Questions” sections.
How-To Schema: Guides users through processes step by step.
Article Schema: Highlights your content as a reliable source.

With AEO Clear Headlines Are Key

Clear headlines are a cornerstone of AEO. Why? Because headlines often match the exact phrasing of user queries. By mirroring how users ask questions, your content is more likely to be selected as a direct answer.

Step-by-Step Actions to Incorporate AEO Into Your Website

Identify User Questions: Use tools like Google’s “People Also Ask,” AnswerThePublic, or SEMrush to find common queries related to your niche.

Structure Content for Answers: Start with a concise answer (40-60 words) then follow with detailed explanations, examples, or visuals.

Optimize Headlines: Use question-based or specific answer-oriented headlines and include keywords directly in the headline.

Implement Structured Data: Add schema markup to your site using Google’s Structured Data Markup Helper or a plugin like Yoast SEO Premium, which is what I use and highly recommend.

Focus on Voice Search: Optimize for conversational language, as voice search queries tend to be more natural and long-form.

Prioritize Mobile Usability: Ensure your site is mobile-friendly, as many voice searches happen on mobile devices.

Build Domain Authority: Publish high-quality, authoritative content regularly and earn backlinks from credible sources.

Monitor Results: Use Google Search Console to track performance in featured snippets and answer boxes, then start refining your content based on data.

🐝 Tip: to learn about the importance of data, read my article called “The Power of Analytics and How Data Shapes Your Marketing Strategy,” by clicking here.

AEO is not just a buzzword

AEO is the next evolution of optimization in a world dominated by voice search and AI-driven interactions. By integrating AEO into your website strategy, you enhance your chances of capturing direct answers, voice search results, and coveted featured snippets.

While SEO sets the foundation, AEO sharpens the focus, ensuring your content speaks directly to user needs. Ready to make your website the go-to answer engine? Start optimizing with AEO today! Your team at Social Nectar is ready to help! Contact us and let’s get started.

More Resources to Help You Optimize Your Brand

Learn about Alt-Tags and how to use them to optimize your brand and your website here.

Learn about the power of keywords to optimize your web copy and website here.

Read how blogging helps build your brand here.

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