Traditional Marketing v/s Digital Marketing

Traditional Marketing v/s Digital Marketing – An introduction

Traditional marketing and digital marketing differ in several key aspects, including the channels used, audience reach, cost-effectiveness, targeting capabilities, measurability, and interactivity.

1. Channels Used
2. Audience Reach
3. Cost-Effectiveness
4. Targeting Capabilities
5. Measurability
6. Interactivity

Each the above points are discussed in detail in the below paragraphs:

Channels Used In Traditional Marketing/Digital Marketing

Traditional marketing primarily relies on offline channels such as television, radio, print media (newspapers, magazines), billboards, direct mail, and telemarketing. Digital marketing, on the other hand, leverages online channels like websites, search engines, social media platforms, email marketing, mobile apps, and online advertising networks.

Digital marketing channels can help you in several ways to achieve your marketing goals and grow your business. Here are some ways in which digital marketing channels can assist you:

1. Increased Reach: Digital marketing channels such as search engines, social media platforms, email marketing, and online advertising enable you to reach a broader audience. These channels have a global reach and can connect you with potential customers from different locations, expanding your market reach.
2. Targeted Advertising: Digital marketing allows you to target specific demographics, interests, and behaviors of your ideal customers. By utilizing tools like audience segmentation and targeting options, you can ensure that your marketing messages reach the right people, increasing the chances of conversion and sales.
3. Cost-Effective: Compared to traditional marketing methods, digital marketing channels often provide a more cost-effective solution. With careful planning and optimization, you can allocate your marketing budget efficiently and reach a larger audience at a lower cost, especially when compared to expensive offline advertising channels.
4. Measurable Results: Digital marketing offers detailed analytics and tracking capabilities, allowing you to measure the effectiveness of your marketing campaigns in real-time. You can analyze key performance indicators (KPIs) such as website traffic, conversion rates, engagement levels, and ROI. This data helps you make data-driven decisions, optimize your marketing efforts, and improve overall campaign performance.
5. Improved Customer Engagement: Through digital marketing channels, you can interact with your target audience directly. Social media platforms, email marketing, and online forums provide opportunities for two-way communication, allowing you to engage with customers, answer queries, provide personalized recommendations, and build stronger relationships.
6. Enhanced Brand Awareness: Digital marketing channels offer various tools and techniques to increase brand visibility and awareness. Through search engine optimization (SEO), content marketing, social media marketing, and influencer partnerships, you can establish a strong online presence, build brand authority, and create a positive perception among your target audience.
7. Flexibility and Adaptability: Digital marketing channels offer flexibility in terms of content creation, campaign scheduling, and targeting options. You can modify your marketing strategies in real-time based on audience responses, market trends, and emerging opportunities. This agility allows you to stay ahead of competitors and adapt to changing consumer behaviors and preferences.

Overall, digital marketing channels provide a wide range of opportunities to promote your products or services, engage with customers, drive traffic to your website, generate leads, and ultimately increase conversions and sales. By leveraging these channels effectively, you can maximize your marketing efforts and achieve your business objectives.

Audience Reach In Traditional Marketing/Digital Marketing

Traditional marketing often has a limited geographical reach and may only target a specific local or regional audience. Digital marketing, however, has a global reach, allowing businesses to connect with a broader audience across different locations, time zones, and demographics.

Audience reach in digital marketing refers to the total number of unique individuals or users who are exposed to your marketing message or content through various digital channels. It represents the potential size of your target audience that can be reached with your marketing efforts.

In digital marketing, audience reach is influenced by several factors:

1. Digital Channels: The choice of digital marketing channels you utilize will determine the extent of your audience reach. Channels such as search engines, social media platforms, email marketing, display advertising, video platforms, and mobile apps all have different user bases and reach capabilities.
2. Targeting Criteria: By defining specific targeting criteria, you can narrow down your audience reach to reach individuals who match your ideal customer profile. Targeting criteria may include demographics (age, gender, location), interests, behaviors, and more. This ensures that your marketing messages are delivered to the most relevant audience.
3. Budget and Ad Spend: The amount of budget allocated to digital marketing activities can influence your audience reach. Higher budgets can potentially reach a larger audience through paid advertising campaigns, while limited budgets may result in a more targeted approach or relying on organic reach.
4. Content and Messaging: The quality and relevance of your content and messaging play a crucial role in attracting and engaging your target audience. Compelling, valuable, and tailored content is more likely to resonate with your audience, increasing the chances of sharing and reaching a wider audience through word-of-mouth or social media amplification.
5. Virality and Social Sharing: When your content or campaigns go viral or are shared extensively on social media platforms, it can significantly expand your audience reach. Viral content has the potential to reach far beyond your initial target audience as it gets shared and exposed to new networks of individuals.
6. Organic Search Visibility: Optimizing your website and content for search engines (SEO) can improve your organic reach. When your website ranks higher in search engine results pages for relevant keywords, it increases the chances of being discovered by a broader audience actively searching for products or services like yours.

It’s important to note that audience reach is just one aspect of digital marketing success. It should be considered alongside other key metrics such as engagement, conversion rates, return on investment (ROI), and overall marketing objectives. A combination of a well-defined target audience, effective channel selection, compelling content, and strategic marketing efforts can help you maximize your audience reach and achieve your marketing goals

Cost-Effectiveness In Traditional Marketing/Digital Marketing

Traditional marketing campaigns, especially through television or print media, tend to be more expensive. Costs can include production, distribution, and placement fees. Digital marketing, on the other hand, offers more cost-effective options with various budget levels, allowing businesses to choose from affordable advertising options and reach a wider audience within their allocated budgets.

Cost-effectiveness in digital marketing refers to the efficiency and value derived from your digital marketing efforts in relation to the costs incurred. It measures the effectiveness of your marketing campaigns in achieving your objectives while optimizing the allocation of your resources.

Here are some key aspects that contribute to cost-effectiveness in digital marketing:

1. Targeted Advertising: Digital marketing allows you to target specific audiences based on demographics, interests, behaviors, and other criteria. By reaching the right audience, you can minimize wasteful spending on irrelevant impressions or clicks, ensuring that your marketing budget is utilized efficiently.
2. Measurable Results: Digital marketing provides detailed analytics and tracking capabilities, allowing you to measure the performance and impact of your campaigns in real-time. By closely monitoring key performance indicators (KPIs) such as click-through rates, conversion rates, cost per acquisition, and return on investment (ROI), you can identify what’s working and optimize your strategies accordingly. This data-driven approach helps you make informed decisions and eliminate ineffective tactics, ultimately maximizing cost-effectiveness.
3. Flexible Budgeting: Digital marketing offers flexibility in budget allocation. You can set budgets at various levels, adjust them based on campaign performance, and allocate resources to the most effective channels and tactics. This adaptability allows you to optimize your spending, directing more resources toward high-performing campaigns and reducing investment in underperforming areas.
4. Cost-efficient Channels: Digital marketing channels often offer cost advantages compared to traditional marketing methods. For instance, pay-per-click (PPC) advertising models allow you to pay only when someone clicks on your ad, ensuring you’re only charged for actual engagement. Social media platforms and email marketing offer relatively low-cost options to reach and engage with your target audience. By leveraging these channels strategically, you can achieve significant cost savings while reaching a wider audience.
5. Automation and Scalability: Digital marketing tools and automation software enable you to streamline and scale your marketing efforts more efficiently. By automating repetitive tasks, such as email campaigns or social media scheduling, you can save time and resources. Additionally, digital marketing allows you to scale campaigns easily based on budget and performance, ensuring that you can expand your reach and results without significant increases in costs.
6. Testing and Optimization: Digital marketing provides opportunities for A/B testing and experimentation. By testing different variations of ads, landing pages, or email campaigns, you can gather insights about what resonates best with your audience. This iterative process allows you to optimize your strategies and tactics continuously, improving performance and cost-effectiveness over time.

Overall, cost-effectiveness in digital marketing is achieved by employing targeted strategies, measuring and analyzing results, making data-driven decisions, and optimizing campaigns to achieve the highest return on investment. By maximizing the efficiency of your marketing spend and focusing on the tactics that deliver the best results, you can achieve your marketing goals while maintaining a cost-effective approach.

Targeting Capabilities In Traditional Marketing/Digital Marketing

Digital marketing offers advanced targeting capabilities. Businesses can precisely target their audience based on demographics, interests, behaviors, and even specific search queries. This level of precision allows for highly targeted and personalized campaigns. In traditional marketing, targeting is often more generic and based on broad demographics, making it less precise.

Targeting capabilities in digital marketing refer to the various options and techniques available to marketers to narrow down and reach specific segments of their target audience. These capabilities allow marketers to deliver their messages to the right people at the right time, increasing the chances of engagement and conversion. Here are some common targeting capabilities in digital marketing:

1. Demographic Targeting: This type of targeting focuses on characteristics such as age, gender, location, language, income level, and education level. It helps marketers tailor their campaigns to specific demographic groups that are most likely to be interested in their products or services.
2. Psychographic Targeting: Psychographic targeting involves segmenting the audience based on their interests, values, attitudes, personality traits, and lifestyle choices. It helps marketers understand the motivations and preferences of their audience, enabling them to create more personalized and relevant campaigns.
3. Behavioral Targeting: Behavioral targeting considers users’ online behaviors, such as websites visited, content consumed, search queries, past purchases, and interactions with ads. By analyzing these behaviors, marketers can identify patterns and deliver targeted messages to individuals who have exhibited specific behaviors relevant to their offerings.
4. Contextual Targeting: Contextual targeting involves displaying ads or content in specific contexts that are relevant to the advertiser’s products or services. It considers factors like keywords, topics, and themes of the webpage or content being viewed by the user. By aligning ads with relevant content, marketers can increase the likelihood of capturing the attention of their target audience.
5. Geotargeting: Geotargeting allows marketers to target users based on their geographic location. It can be as broad as targeting an entire country or as specific as targeting users within a certain radius of a physical store. Geotargeting is particularly useful for local businesses or companies with location-specific campaigns.
6. Remarketing/Retargeting: Remarketing or retargeting enables marketers to reach users who have previously interacted with their website or shown interest in their products or services. By using cookies or other tracking technologies, marketers can deliver targeted ads to these users across various digital channels, reminding them of their offerings and encouraging them to take action.
7. Lookalike Audiences: Lookalike audience targeting involves identifying new potential customers who share similar characteristics or behaviors with your existing customers or engaged audience. Platforms analyze data from your existing audience to identify patterns and find new users who are likely to be interested in your offerings. This allows you to expand your reach to new audiences that are similar to your ideal customers.

These targeting capabilities, often available through digital advertising platforms or customer relationship management (CRM) tools, enable marketers to refine their campaigns, deliver relevant content, and increase the effectiveness of their marketing efforts. By reaching the right audience with tailored messages, marketers can enhance engagement, improve conversion rates, and maximize their return on investment.

Measurability In Traditional Marketing/Digital Marketing

Digital marketing provides extensive measurability and real-time data analysis. Businesses can track metrics such as website traffic, click-through rates, conversion rates, and engagement levels. This data enables businesses to measure the effectiveness of their marketing efforts, make data-driven decisions, and optimize campaigns for better results. Traditional marketing methods are generally harder to measure accurately, with limited data available for analysis.

Measurability is a significant advantage of digital marketing, referring to the ability to track and measure various metrics and key performance indicators (KPIs) to evaluate the effectiveness and impact of marketing campaigns. Unlike traditional marketing methods, digital marketing provides robust analytics and reporting tools that offer real-time data and insights. Here are some key aspects of measurability in digital marketing:

1. Website Analytics: Digital marketing allows you to track and measure website metrics using tools like Google Analytics. You can monitor the number of visitors, page views, bounce rates, average session duration, conversion rates, and more. These metrics help you understand how users interact with your website and identify areas for improvement.
2. Conversion Tracking: Digital marketing enables you to track and measure conversions, which are specific actions you want users to take on your website, such as making a purchase, filling out a form, or subscribing to a newsletter. Conversion tracking allows you to determine the effectiveness of your marketing campaigns in driving desired actions and helps you optimize your strategies accordingly.
3. Click-through Rates (CTRs): In digital advertising, CTR measures the percentage of users who click on your ad after viewing it. It provides insights into the effectiveness of your ad creative, messaging, and targeting. By monitoring and analyzing CTRs, you can assess the performance of your ad campaigns and make adjustments to improve engagement.
4. Social Media Metrics: Social media platforms provide a range of metrics to measure the performance of your social media marketing efforts. You can track metrics such as reach, engagement (likes, comments, shares), follower growth, post impressions, click-through rates, and conversions. These metrics help you evaluate the effectiveness of your social media strategies and optimize your content and campaigns accordingly.
5. Email Marketing Metrics: Email marketing platforms provide metrics such as open rates, click-through rates, bounce rates, and conversion rates. These metrics allow you to assess the performance of your email campaigns, understand subscriber behavior, and refine your email marketing strategies to improve engagement and conversion.
6. Ad Performance Metrics: Digital advertising platforms offer a range of metrics to measure ad performance. These include impressions, click-through rates, conversion rates, cost per click (CPC), cost per acquisition (CPA), and return on ad spend (ROAS). By monitoring these metrics, you can evaluate the effectiveness of your ad campaigns, optimize your targeting and messaging, and maximize the ROI of your advertising budget.
7. A/B Testing: Digital marketing allows you to conduct A/B tests or split tests to compare different versions of your campaigns, such as ad creatives, landing pages, or email subject lines. By measuring the performance of each variation, you can identify which elements resonate best with your audience and make data-driven decisions to optimize your marketing strategies.

The measurability of digital marketing provides valuable insights that help marketers make informed decisions, optimize campaigns, and allocate resources effectively. By analyzing the data and metrics, marketers can identify strengths and weaknesses, refine their strategies, and continuously improve the performance of their digital marketing initiatives

Interactivity In Traditional Marketing/Digital Marketing

Digital marketing offers a higher degree of interactivity and engagement. It allows businesses to interact with their audience through social media engagement, comments, likes, shares, and direct messages. Interactive elements like quizzes, polls, and contests can also be incorporated. Traditional marketing is typically a one-way communication method, with limited opportunities for immediate feedback or engagement from the audience.

Interactivity in digital marketing refers to the ability of marketers to engage and interact with their target audience through various digital channels. It involves creating opportunities for users to actively participate, respond, and engage with marketing content, campaigns, or experiences. Interactivity adds an interactive and engaging element to digital marketing efforts, fostering a two-way communication between the brand and the audience. Here are some examples of interactivity in digital marketing:

1. Social Media Engagement: Social media platforms provide opportunities for brands to interact with their audience through likes, comments, shares, and direct messages. Marketers can respond to user comments, address customer queries, and engage in conversations, creating a sense of community and building stronger relationships with their followers.
2. User-Generated Content (UGC): Encouraging users to create and share content related to the brand or products is a form of interactivity. It involves leveraging user-generated content such as reviews, testimonials, photos, or videos, and showcasing them on digital platforms. UGC not only engages users but also helps build trust and credibility.
3. Quizzes, Polls, and Surveys: Interactive quizzes, polls, and surveys allow users to actively participate and provide their opinions or preferences. They can be used to gather feedback, conduct market research, or generate engagement by offering an interactive and fun experience for users.
4. Contests and Giveaways: Running contests, sweepstakes, or giveaways encourages users to participate actively by submitting entries, sharing content, or completing specific actions. These interactive activities can generate buzz, increase brand awareness, and create a sense of excitement and engagement among participants.
5. Interactive Videos: Interactive videos allow users to engage with the content by making choices, exploring different storylines, or interacting with elements within the video. This interactive format enhances user engagement and provides a more immersive and personalized experience.
6. Augmented Reality (AR) and Virtual Reality (VR): AR and VR technologies offer interactive experiences by overlaying digital elements onto the real world or creating virtual environments. Brands can utilize these technologies to provide interactive product demonstrations, virtual tours, or gamified experiences, enhancing user engagement and creating memorable interactions.
7. Gamification: Incorporating game-like elements, such as challenges, rewards, badges, or leaderboards, into marketing campaigns can increase interactivity and engagement. Gamification motivates users to actively participate, compete, and achieve goals, making the overall experience more enjoyable and interactive.

Interactivity in digital marketing helps brands create deeper connections with their audience, increase engagement, and drive brand loyalty. By providing opportunities for users to actively participate and engage with marketing content, campaigns, or experiences, marketers can create memorable and immersive experiences that resonate with their target audience.

Summary:

In summary, while traditional marketing still holds value in certain contexts, digital marketing offers significant advantages in terms of audience reach, cost-effectiveness, targeting capabilities, measurability, and interactivity. With the rise of the internet and evolving consumer behavior, businesses increasingly rely on digital marketing to effectively connect with their target audience and achieve their marketing goals.

Benefits of Digital Marketing

The advantages and benefits of Digital Marketing

Digital marketing is a dynamic and ever-evolving field that encompasses various strategies and techniques to promote products, services, and brands through digital channels. In today’s digital age, businesses recognize the importance of establishing a strong online presence to reach and engage with their target audience effectively.

One of the key advantages of digital marketing is its ability to leverage the vast reach of the internet. With billions of people using the internet daily, businesses can tap into this expansive audience and connect with potential customers worldwide. Digital marketing offers numerous channels to engage with the target audience, including websites, search engines, social media platforms, email marketing, content marketing, and mobile apps.

Search engine optimization (SEO) is a fundamental aspect of digital marketing that focuses on optimizing a website’s visibility in search engine results. By implementing SEO strategies, businesses can improve their website’s ranking, increase organic traffic, and enhance their online visibility. This helps generate more leads and conversions.

Social media marketing has emerged as a powerful tool in the digital marketing landscape. With billions of active users on platforms like Facebook, Instagram, Twitter, and LinkedIn, businesses can reach a massive audience and engage with them through targeted ads, engaging content, and interactive campaigns. Social media marketing allows brands to build a community, foster brand loyalty, and drive website traffic.

Pay-per-click (PPC) advertising is another essential component of digital marketing. It involves placing paid ads on search engine results pages or social media platforms, where businesses pay a fee each time a user clicks on their ad. PPC advertising allows for precise targeting, immediate visibility, and measurable results, making it an effective method for driving website traffic and generating leads.

Content marketing plays a crucial role in digital marketing as it involves creating and sharing valuable, relevant, and engaging content to attract and retain the target audience. Content can take various forms, including blog posts, articles, videos, infographics, and ebooks. By providing high-quality content that addresses the audience’s needs and interests, businesses can establish themselves as industry leaders and build trust with their customers.

Email marketing remains a popular digital marketing strategy that involves sending targeted emails to prospects and customers. Effective email campaigns can help nurture leads, promote products or services, and drive customer engagement. Personalization, segmentation, and automation are key elements of successful email marketing campaigns.

Furthermore, data analytics and tracking tools are essential for monitoring and measuring the effectiveness of digital marketing efforts. Businesses can analyze metrics such as website traffic, conversion rates, click-through rates, and social media engagement to gain insights into consumer behavior and optimize their marketing strategies accordingly.

In conclusion, digital marketing has revolutionized the way businesses connect with their target audience. By leveraging the power of the internet and utilizing various digital channels and strategies, businesses can enhance their brand visibility, drive website traffic, generate leads, and ultimately achieve their marketing goals. As technology continues to advance, digital marketing will continue to evolve, presenting new opportunities and challenges for businesses to navigate in the digital landscape.

How to enable yourself as a Digital Marketeer

Enabling points to be a Digital Marketeer

To enable yourself as a digital marketer, consider the following steps:

1. Gain Knowledge: Start by learning about the principles and concepts of digital marketing. Educate yourself on various aspects such as search engine optimization (SEO), social media marketing, content marketing, email marketing, pay-per-click (PPC) advertising, analytics, and data-driven decision-making. There are numerous online resources, courses, tutorials, and blogs available to help you acquire knowledge in these areas.
2. Set Clear Goals: Define your career goals as a digital marketer. Determine the specific areas of digital marketing you want to specialize in, whether it’s SEO, social media, content creation, or paid advertising. Having clear goals will guide your learning and professional development.
3. Build a Strong Foundation: Develop a solid foundation in marketing fundamentals. Understand consumer behavior, market research techniques, branding, and communication strategies. This knowledge will provide a strong base upon which to build your digital marketing skills.
4. Gain Practical Experience: Apply your knowledge by working on real-world projects. Seek internships, freelance opportunities, or volunteer work that allow you to gain hands-on experience in digital marketing. Building a portfolio of successful campaigns and projects will demonstrate your capabilities to potential employers or clients.
5. Stay Updated: Stay abreast of the latest trends, tools, and technologies in digital marketing. The field is constantly evolving, so it’s crucial to stay updated with industry news, attend webinars, participate in workshops, and engage in continuous learning.
6. Networking: Network with other digital marketers, join industry forums or communities, and attend digital marketing events. Networking can provide valuable connections, insights, and opportunities for collaboration and professional growth.
7. Obtain Certifications: Earning industry-recognized certifications can enhance your credibility and demonstrate your expertise in specific digital marketing domains. Consider certifications from organizations like Google (Google Ads, Google Analytics), HubSpot, Facebook Blueprint, and Hootsuite.
8. Build Your Personal Brand: Establish yourself as a digital marketing professional by building your personal brand. Create a professional website or blog to showcase your expertise, share valuable content, and engage with your target audience. Leverage social media platforms to network and establish thought leadership in your chosen digital marketing niche.
9. Learn from Others: Follow influential digital marketers, read industry blogs, and join online communities to learn from experienced professionals. Engage in discussions, ask questions, and seek mentorship to accelerate your learning journey.
10. Adapt and Evolve: Digital marketing is a rapidly evolving field, so be adaptable and open to change. Embrace new technologies, tools, and strategies as they emerge. Continuously evaluate and refine your skills to stay ahead in the dynamic digital marketing landscape.

Remember, digital marketing is a blend of theoretical knowledge and practical experience. By continuously learning, gaining hands-on experience, and staying updated, you can enable yourself as a competent and successful digital marketer.

Digital Success Point Mentorship

Mentorship

Mentorship is a relationship between an experienced individual (the mentor) and a less experienced individual (the mentee) aimed at providing guidance, support, and knowledge transfer. It is a dynamic process where the mentor shares their expertise, insights, and wisdom to help the mentee grow personally and professionally.

A mentor serves as a trusted advisor and role model, offering guidance based on their own experiences and expertise in a particular field or area of interest. They provide support, encouragement, and constructive feedback to help the mentee develop their skills, overcome challenges, and achieve their goals.

Mentorship can take various forms, such as one-on-one interactions, regular meetings, email exchanges, or even virtual communication. The mentor and mentee often establish a structured relationship with defined objectives, meeting schedules, and goals to ensure a productive and meaningful mentoring experience.

The benefits of mentorship are manifold. Mentees can gain valuable insights, knowledge, and perspective from someone who has already walked a similar path. They can learn from their mentor’s successes and failures, gaining practical advice and guidance to navigate their own challenges and make informed decisions. Mentors can provide industry-specific knowledge, share best practices, and introduce mentees to relevant networks and opportunities.

In addition to knowledge transfer, mentorship also fosters personal growth and development. Mentors can provide emotional support, help mentees build self-confidence, and encourage them to step out of their comfort zones. They can serve as a sounding board for ideas, offering constructive criticism and helping mentees develop critical thinking and problem-solving skills.

Mentorship is a mutually beneficial relationship. While mentees benefit from the mentor’s guidance, mentors also gain satisfaction from sharing their knowledge, contributing to someone’s growth, and leaving a positive impact on their mentee’s life and career.

Overall, mentorship plays a vital role in personal and professional development by fostering learning, growth, and empowerment. It nurtures talent, builds relationships, and creates a supportive environment for individuals to thrive and reach their full potential

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“Digital Success Point” as your Mentor

“Digital Success Point” implies a specific milestone or indicator of success within the realm of digital marketing. It refers to a key performance indicator (KPI) or a measurable goal that indicates achievement or progress in a digital marketing campaign or strategy. These digital success points could vary depending on the specific objectives and metrics relevant to a particular business or marketing campaign.

The following are the salient points on which “Digital Success Point” focuses on:

• Define your career objectives
• Define your career milestones
• Define your capabilities through a set of matrix
• Define your interest areas 
• Analyse the above with the set of goals and objectives that you have in mind
• Provide a systematic approach to excel in the defined career path
• Analyse, evaluate and provide a method to perform “Continuous Improvement” in that particular area for a specific period of time

Building your bright Digital career and future through Digital Success Point

Please go through the following youtube links for a better understanding of how to achieve profound success through digital marketing:

1. https://youtu.be/tL1qLUlhXj0
2. https://youtu.be/ui7poUNmZr4
3. https://youtu.be/i7NM_OtyhGQ
4. https://youtu.be/EMpIyvrvpWs
5. https://youtu.be/lsN4Ns0cJNA
6. https://youtu.be/C0jUBHKVzto
7. https://youtu.be/C0jUBHKVzto
8. https://youtu.be/HMwTFnqUAjo
9. https://youtu.be/TwkcWNFiEto