Physical Meets Digital in the Future of Retail

Direct Marketing News - Mobile Marketing - Fri, 08/18/2017 - 08:25
Insights from Bazaarvoice, Emarsys, Inmobi, and Pebblepost, fresh from eTail East in Boston

Opinion: Stop Blaming Consumers For Terrible Ads

Mobile Marketing Watch - Fri, 08/18/2017 - 06:55

The following is a guest contributed post from Daniel Meehan, Founder & CEO at PadSquad

The internet is made for advertisers. Unfortunately, most brands are not taking advantage of this. For example, the majority of ads are still in the same format as they were 10 years ago: squares and rectangles.

It’s no secret that there has been a serious investment on the technological, tactical elements of how ads are delivered (DSPs, SSPs etc…), but this should never come at the expense of the actual creative.

Sure, you need DSPs and SSPs to serve up ads programmatically, and collecting data is imperative to deliver more relevant advertisements. But these elements of the industry’s back-end have now taken center stage. As a result, the idea of advertising — at least, modern advertising — has lost the appeal it once had.

We’re not waxing poetic about the bygone era of Don Draper and Mad Men. The old (10 years ago) emphasis of ads used to be about the actual content and how it resonated with consumers in a meaningful way.

Today’s advertising, which is mainly focused on the infrastructure, is full of bad actors spraying and praying terrible user experiences all over the web. Millennials don’t respond to ads? Maybe it’s not their fault. Perhaps, it’s the product of an ad ecosystem overrun with terrible creative. It’s time to blame the brands for not understanding how consumers want to be communicated with, versus forcing consumers to simply suck down the message, regardless of delivery method.

Programmatic delivery makes things easier for advertisers and publishers, but only if the inventory and formats are easily digested. It was never okay to slingshot banner ads, whether transacted programmatically or not. The same goes for takeover ads and other disruptive formats like full screen interstitials. You can’t blame users for hating their reading/viewing experience being interrupted by full pages of distracting, harmful (to the brand) messes.

Creative work IS advertising. So the process must start there in order to be successful. Then, marry those ads with engaging experiences and innovative formats that appear politely in-line. Once you’ve checked those two boxes, the delivery method can be whatever you choose in order to target the best consumer fit. Programmatic is the means to an end: a successful ad experience for the end-user. Just delivering programmatically is not the end of a brand’s work.

Advertising as we once knew it, is on its deathbed. But it’s not too late to resuscitate an industry that once thrived on challenges beyond the data it collected and the pipes through which ads were delivered. Brands can use ads to embrace their respective stories, their customers, their audiences — and in doing so, be cognizant of how users interact with those ads.

By collecting data from respectful brand creative (versus disruptive, poor advertisements), it’s likely advertisers get more valuable data. And since you’re not pissing off consumers, you’re probably getting more sales out of the deal, too. Isn’t that one of the main goals of advertising anyway?

The post Opinion: Stop Blaming Consumers For Terrible Ads appeared first on Mobile Marketing Watch.

Report: Half of Americans Delete Apps Without Good Customer Support

Mobile Marketing Watch - Fri, 08/18/2017 - 06:33

It’s the effective kiss of death for mobile apps — poor customer service.

Helpshift, a company focused on the customer support industry through enterprise-level, in-app customer experiences, today announced the results of a survey conducted by Radius Global Market Research June 12-13, 2017, among adults ages 18+, that explored Americans’ feelings about email, messaging and proactive customer support.

The big takeaway? Customer support is critical for app success.

More than three-quarters of Americans (81 percent) use mobile apps—to check social media (66 percent), read the news (44 percent), play games (44 percent), order food (35 percent) and handle work-related tasks (22 percent).

However, the vast majority of mobile app users (69 percent) report having problems with apps—27 percent on a daily or weekly basis.

Apps that don’t provide good customer support are more at risk of being deleted or ignored: nearly half (47 percent) of app users say they just delete apps that are frustrating and don’t provide any customer support. Others will:

● Give the app a bad review – 24 percent

● Trash the app to friends – 19 percent

● Complain about the app on social media – 18 percent

“Mobile apps that provide more sophisticated in-app support are more likely to enjoy stronger customer engagement and loyalty,” said Abinash Tripathy, Founder and CEO of Helpshift. “These survey results underscore the point that people want to communicate with customer service agents the way they communicate with everyone else—through messaging and apps. That’s why in-app messaging is the superior form of customer support.”

The post Report: Half of Americans Delete Apps Without Good Customer Support appeared first on Mobile Marketing Watch.

Mobile Marketing: Here’s What Happened This Week

Mobile Marketing Watch - Fri, 08/18/2017 - 06:02

In case you missed it, here are some of the top stories in mobile marketing and advertising we’ve been following this week.

Mobile Advertising Fraud Meets its Match in Merger of Tapcore and Airpush
By some estimates, annual losses totaling upwards of $16 billion can now be attributed to ad fraud. But with the industry focused on scrubbing this scourge from the modern advertising landscape, greater steps are being taken to combat this rampant epidemic.

RetailMeNot Reveals Retailers’ Hits and Misses in Mobile Marketing
On Wednesday, RetailMeNot, Inc., a leading digital savings destination connecting consumers with retailers, restaurants and brands, both online and in-store, shared with MMW the findings of a new study titled “How Retailers Are Adapting to New and Evolving Mobile Marketing.”

The Trust Icon That’s Even More Valuable for Your Mobile Customers
The following is a guest contributed post from Andrew Schydlowsky, CEO of TrackStreet, an Internet brand protection platform. Imagine: A woman in a café performs a web search on her smartphone for one of your products.

Netsertive Aims to ‘Revolutionize’ Brand-to-Local Marketing with Acquisition of Mixpo
Netsertive, a marketing technology company announced Tuesday the acquisition of Mixpo, a Seattle-based creative management platform that enables publishers and marketers to easily build, manage and measure compelling video and rich media ad campaigns.

Vpon Releases 2017 H1 APAC Mobile Advertising Statistics & Trends Report
On Friday, Vpon Big Data Group — Asia’s leading big data ad technology company — shared with MMW the findings of its 2017 H1 APAC Mobile Advertising Statistics and Trends report.

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The post Mobile Marketing: Here’s What Happened This Week appeared first on Mobile Marketing Watch.

Strike Social Among Fastest-Growing Advertising & Marketing Companies

Mobile Marketing Watch - Fri, 08/18/2017 - 05:45

Strike Social — now the world’s largest YouTube ad optimization firm and partner in paid social media management for 500+ agencies and brands — ranks No. 17 on Inc. Magazine’s annual list of the 500 fastest-growing private companies in the U.S.

With revenue growth of 12,423.4 percent over the past three years, Strike Social also represents the No. 3 advertising and marketing company in the U.S. and the No. 1 fastest-growing company across all sectors in Illinois.

Published each year since 1982, the Inc. 500 highlights America’s fastest-growing privately owned companies. Strike Social’s top position in Illinois and top 20 position nationwide validates the firm’s unique application of artificial intelligence to YouTube and social media advertising.

This was the first year that Strike Social could be eligible for the list.

“It’s an honor to be listed among these impressive companies that are setting the pace for growth and innovation,” said Patrick McKenna, Strike Social’s chairman and co-founder. “Our inclusion in the Inc. 500 proves that our hard work for our clients, dedication to AI and expansion into new markets have been the right choices for us. As we grow our global team and roll out new advertising platforms for our clients, we will continue to honor the entrepreneurial spirit that has brought us this far.”

The post Strike Social Among Fastest-Growing Advertising & Marketing Companies appeared first on Mobile Marketing Watch.

INFOGRAPHIC: Millionaire’s Index Reveals Healthy, Maturing App Economy

Mobile Marketing Watch - Fri, 08/18/2017 - 05:15

A new report from Pollen and its partners at Priori Data dishes details about what is now deemed to be a “very healthy and maturing app economy.”

For the first time, the report also calls out the clear emergence of the “torso” of revenues made on the app stores.

The traditional L-curve of revenue distribution has changed. No longer do the top 100 publishers dominate the marketplace. Today, the trend is “an emergence of developers starting to make meaningful revenues by breaking out of the long tail and creating this emerging torso, or middle-class of app developers.”

The following infographic provides some nitty gritty details, but highlights include the facts that thousands of developers are now making more than $1 million in the app stores and that games still make up “the lion’s share of earnings.”

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RetailMeNot Reveals Retailers’ Hits and Misses in Mobile Marketing

Mobile Marketing Watch - Thu, 08/17/2017 - 06:55

On Wednesday, RetailMeNot, Inc., a leading digital savings destination connecting consumers with retailers, restaurants and brands, both online and in-store, shared with MMW the findings of a new study titled “How Retailers Are Adapting to New and Evolving Mobile Marketing.”

Two hundred marketing decision-makers in retail organizations participated in the study, showcasing what the company calls a continued increased investment in mobile marketing and, often, the challenge to quickly adapt to changing consumer demand.

And what did we learn?

The vast majority of retailers surveyed said they are increasing their investments in mobile (92 percent) or social media (89 percent) advertising this year, while simultaneously indicating they experience challenges in executing or successfully tracking ROI on these efforts. As consumers continue their adaption of mobile into every facet of the shopping journey, marketers are challenged to adapt strategies to better fit the mobile-minded consumer.

“Marketers should not underestimate the influence mobile marketing has on purchases made in all channels—in-store, online and on mobile devices,” said Marissa Tarleton, chief marketing officer for RetailMeNot, Inc. “Equally as important is the ability to attribute sales back to mobile marketing efforts. Because 90 percent of retail sales still occur in-store, mobile is the key to understanding digital attribution from online to offline.”

To review the study and its findings in full, click here.

The post RetailMeNot Reveals Retailers’ Hits and Misses in Mobile Marketing appeared first on Mobile Marketing Watch.

Understanding The Power of Geolocation in Marketing

Mobile Marketing Watch - Thu, 08/17/2017 - 06:33

The following is a guest contributed post by Antonio Tomarchio, CEO of Cuebiq.

Today, more and more app publishers are harnessing the power of location data. Location data alone is valuable, but when analyzing the location patterns of users overtime, app publishers are given real-world insights into geo-behavior, which pairs users’ consumer behaviors and trends with location. Geo-behavior benefits app publishers twofold. First, it allows them to increase users’ app engagement and extend their lifetime with the app. Second, it helps publishers to better serve their advertisers through more customized solutions like geo-targeting, location based campaign optimization and footfall attribution measurement.

How does it work? When analyzing anonymous users’ visitation patterns over time, publishers can identify trends and glean actionable insights into users’ offline behaviors like frequency of store visits, purchase patterns, how long they spend at a location and brand loyalty – marketers’ holy grail to create powerful and relevant connections with their target audiences.

Here are the top five insights publishers gain for their apps from analyzing their users’ geo-behavior:

  1. Make advertising relevant so that it does not negatively impact the in-app experience

Rather than bombarding users with irrelevant and obtrusive advertising, publishers can tap geo-behavior to let advertisers offer better targeted ads based on users’ consumer behavior. Since geo-behavior data allows you to understand your users’ interests, you can serve ads that match those interests, which ultimately improves the user experience instead of negatively disrupting it. Taking this concept a step further, publishers can also strategically promote personalized offers based on users’ offline behavior and visitation patterns. For example, consumers who spend more than five to 10 minutes at Dunkin Donuts every morning are more likely willing to receive an ad from them, giving the user a beneficial experience with your app.

  1. Leverage location data to derive valuable user analytics

Knowing where consumers spend their time can also help improve the app user experience. For example, let’s say you run the New York Times app and noticed several of your users have increasingly visited bookstores in the past month. This would be a good time to suggest book reviews of current New York Times’ Best Sellers. Similarly, if you saw that several of your users visit wine stores once a week you could suggest reviews of popular wineries closest to them, or offer recommended recipes to complement certain wines. Offering personalized content goes beyond the in-app experience and can bring you further CRM enrichment.

  1. Validate your advertising partners’ spend

By harnessing geo-behavior, publishers can up the ante on consumer targeting and audience insights, giving advertisers better ways to reach audiences on their path to purchase. By analyzing consumers’ geo-behavioral characteristics, purchase intent and visit patterns overtime, publishers can help advertisers create audience segments based on consumer behaviors, allowing them to better reach the right users at the right point in time to drive them to a store. For example, GasBuddy, a mobile app that helps consumers find, purchase and save money on gasoline, uses location data to gain insights into its consumers’ offline behavior such as frequency of station visits, fueling patterns, how long they spend at a location and brand loyalty. This information enables GasBuddy to deliver a more relevant user experience, and quantify the impact of GasBuddy advertising campaigns for its brand partners by proving the effectiveness of in-app campaigns through footfall attribution measurement.

  1. Understand users’ interests

By examining users’ footfall patterns over time, app publishers can get a real sense of users’ passions and interests. For example, if a consumer spends at least 90 minutes at a movie theater every week, that’s a good indicator that they’re a movie buff and thus likely to buy movie tickets. Geo-behavioral data can also help find what users prefer. For instance, if a consumer makes more visits to a Dunkin Donuts than a Starbucks each month, they’re most likely a regular Dunkin Donuts patron and would be open to receiving Dunkin Donuts promotions. If you understand what your users are passionate about and what they are not interested in, you can tailor your app experience for each user to drive engagement. This can go from serving customized content and notifications to fit the users’ interests.

  1. Prove advertisers that you are the right hub to reach their target audience

Since geo-behavioral data identifies offline interests and brand affinity, publishers can provide their advertising clients accurate compositions of their users, which brands they’re most loyal to by comparing foot traffic against competitors, and prove that their users are loyal to a certain category and/or brand. For example, say you’d like to attract Starbucks to advertise on your app. You can show the company insights like 70 percent of your app users are coffee lovers and 50 percent already go to Starbucks. Similarly, say that Burger King wants to target McDonald’s consumers, you can show that your app users are fast food lovers and mostly McDonald’s consumers, opening the door of opportunity for Burger King deliver their brand messages at scale to customers within your app.

Employing geo-behavioral data can take app performance to new heights. By bringing real-world insights into consumers’ behaviors and trends front and center, publishers can create better, personalized experiences for their end-users, and simultaneously give ad partners an accurate composition of their target audience.

The post Understanding The Power of Geolocation in Marketing appeared first on Mobile Marketing Watch.

ironSource Launches Industry-First Ad LTV Prediction Tool

Mobile Marketing Watch - Thu, 08/17/2017 - 06:05

Leading mobile monetization and marketing company ironSource has just announced the launch of Ad LTV Prediction, a feature which enables developers to quantify the ad-based revenue generated by their users.

The feature is available to developers using ironSource’s leading mobile ad mediation platform, and provides ad LTV metrics across a range of user segments, from daily active users (DAUs), to engaged users and regular users.

“Only a tiny fraction of users make IAPs, meaning that the majority of developers today rely on ad-based monetization as their primary source of revenue,” said Tal Shoham, VP International Business Development, Developer Solutions at ironSource. “Yet until now there has been no way for them to identify and quantify the revenue they are generating solely from ads. Without proper measurement that is real-time and reflects dynamic app changes, developers who rely on ad-based revenue will be fundamentally handicapped, and that’s what our tool is designed to change.”

With the industry’s largest in-app video SSP, ironSource is able to draw from 8B impressions a month, and data from 20+ integrated partner networks to automatically analyze and process global eCPM data per user cohort, country and network. This saves developers hours of manual calculation, enabling them to make better informed, strategic decisions about monetization and marketing in near real-time.

“Our position as a mediation technology provider gives us a unique, bird’s eye view of ad data as it breaks down across all the major networks in the industry,” continued Shoham. “Predicting ad-based LTV would normally mean access to an enormous amount of data, hours of manual work and ultimately a lot of guesswork. This tool is a game changer for both app monetization and marketing, eliminating all that work and connecting both sides of the business to allow developers to stay focused on creating great apps.”

To learn more, check out ironSource here.

The post ironSource Launches Industry-First Ad LTV Prediction Tool appeared first on Mobile Marketing Watch.

Moosylvania Announces the Top 100 Millennial Brands Over Five Years

Mobile Marketing Watch - Thu, 08/17/2017 - 05:15

Brand Building Agency Moosylvania has just released its 2017 top 100 Millennial Brands report, by averaging 15,000 responses from 2013-2017–top categories include electronics, gadgets, gaming, soft drinks, clothing and cars.

According to a statement emailed to MMW, Moosylvania has advocated that the most effective marketing for millennial consumer acceptance must “make millennials, look good, feel good and keep them entertained.”

This year’s list, as a five-year average, underscores that top advertisers don’t necessarily rank. And as millennial consumers are getting older – they’re now 17-37, the almost 40 crowd leads in digital connectivity more often than not.

“One of the insights that we worked on this year was separating millennials into two ten year segments,” says Norty Cohen, CEO of Moosylvania. Once we split it at 17-27 and 28-37 – we could pick apart the myth that only young people thrive on connectivity. In many cases, the older demographic showed more loyalty and more connectivity.”

The top brands report highlights the release, with Apple, Nike, Samsung, Target, Amazon, Sony, Wal-Mart, Microsoft, Coke and Google leading the top 10.

Next were Adidas, Nintendo, Pepsi, Starbucks, Victoria’s Secret, Ford, Forever 21, Jordan, American Eagle and Disney.

By the time the list gets a little deeper, retailers start taking over. In fact, nearly 1/3 of the top 100 are retail or clothing brands. And it’s not all about big advertisers. Brands with very small budgets can dominate the list – for example Vans comes in at number 34, while Super Bowl advertiser Anheuser Busch came in at 94.

“It’s all about what you do for them,” and making them look good is a key,” Cohen says.

Want to know more? Check out the full list here.

The post Moosylvania Announces the Top 100 Millennial Brands Over Five Years appeared first on Mobile Marketing Watch.

Pushing Away Paper is the Latest Mobile Move, Vodafone Proves

Mobile Marketing Watch - Thu, 08/17/2017 - 05:15

MMW can now confirm that Vodafone Group, one of the world’s largest telecommunications companies, has selected Haystack for the deployment of digital business cards across Vodafone’s global workforce.

The effort, we’re told, effectively reduces the company’s reliance on paper cards.

Following an extensive internal assessment and selection process, including two pilots and dozens of Vodafone employees across several geographies, Vodafone had selected Australian startup Haystack as its exclusive digital business card provider for the global rollout.

“After trialing a number of alternatives, Haystack was found to be a solution which struck a balance between embracing the new capabilities of smart devices, while staying true to the classic ‘paper card exchange’ experience” says Virginie Vast, Head of the Cognitive Procurement and Digital Sourcing team at Vodafone.

“90% of all traditional business cards end up being thrown away immediately by the recipient”, said Ran Heimann, Founder & CEO of Haystack. “In contrast, Haystack Cards are seeing an engagement level that is more than 10 times greater, which means recipients prefer the digital cards too.”

After considering other alternatives like plastic QR codes and digital card providers, the group ran a test pilot which saw Haystack chosen as the leading provider both in terms of functionality and ease of use.

According to a provided press release, Vodafone Group is expected to complete the rollout of digital business cards by September 2017.

The post Pushing Away Paper is the Latest Mobile Move, Vodafone Proves appeared first on Mobile Marketing Watch.

Ting Reduces Customer Churn with Payment Plans

Direct Marketing News - Mobile Marketing - Wed, 08/16/2017 - 16:30
The mobile network and service provider introduced a financial solution after listening to customer feedback

Cartoon: And Mama Bear Said...

Direct Marketing News - Mobile Marketing - Fri, 08/11/2017 - 06:00
Where's that Goldilocks?

Facebook Launches Messenger 2.1

Direct Marketing News - Mobile Marketing - Thu, 07/27/2017 - 13:00
New features roll out to marketers on Facebook's popular chat app

One on One: Daniel Kahtan and the Role of Apps in an Omnichannel World

Direct Marketing News - Mobile Marketing - Thu, 07/27/2017 - 11:32
The senior director of agency alliances at AppsFlyer discusses why marketers can't treat mobile like web and why having the right technology stack is crucial

New leaked photo shows Pixel 2 might have a major gimmick

Mashable | The Social Media Guide Mobile - Tue, 07/11/2017 - 17:35

We just got what is likely our first good look at Google's next Pixel XL and it could have one big gimmicky feature. 

The new image, which comes to us via Android Police, shows a handset that looks pretty similar to what Google launched last year. 

SEE ALSO: What the actual hell is going on with Google's newly redesigned Android emoji

There are a couple noticeable changes, though, including a larger rear-facing camera (notice how it's not a dual-lens setup) and a much slimmer bezel on the front of the display.  

Exclusive: This is the 2017 Google Pixel "XL," with low-bezel AMOLED display and squeezable frame

— Android Police (@AndroidPolice) July 11, 2017

More about Tech, Mobile, Gadgets, Google, and Android

One on One: Mahi de Silva on Building Conversational Experiences

Direct Marketing News - Mobile Marketing - Tue, 07/11/2017 - 14:00
Mahi de Silva, veteran of mobile advertising, talks about the marketing potential of AI-powered textbots

Facebook Messenger Ads Beta Opens Globally

Direct Marketing News - Mobile Marketing - Tue, 07/11/2017 - 12:30
Marketers can now serve ads to Messenger's 1.2 billion monthly users

Researchers create a 'battery-free' mobile phone

Mashable | The Social Media Guide Mobile - Sat, 07/08/2017 - 15:23

Your future phone may never need to be charged. 

That's the exciting implication of new research out of the University of Washington, where researchers have created a mobile phone prototype that doesn't require a battery to operate.

SEE ALSO: Elon Musk sticks to Twitter bet to build world's biggest lithium-ion battery

The astonishingly efficient prototype requires just 3.5 microwatts of juice, and it employs an innovative approach to avoid the need for a battery cell. Instead, it uses ambient power from radio signals and light — its onboard solar cell is "roughly the size of a grain of rice" — to transmit a signal back to a base station 50 feet away.  Read more...

More about Tech, Mobile, Gadgets, Dev And Design, and Battery Life

Building an App Could Reduce Your Marketing Costs

Mobile Marketing Watch - Mon, 07/03/2017 - 06:55

The following is a guest contributed post from Andreas Hassellöf, Founder and CEO of Ombori Group.

A recent report by the Palo Alto-based mobile app marketing and retargeting firm Liftoff highlights one of the reasons why brands are often reluctant to invest in developing m-commerce apps: the high cost of customer acquisition.

When I talk about customer acquisition in this context, I’m not simply looking at getting people to download the app. That’s just the start of the full acquisition process. The bigger challenge is converting those initial app downloads into paying customers. On average, only 5.9% of users who install an m-commerce app will ever use it to make a purchase. Although it’s relatively inexpensive to persuade someone to install the app – around $4.45 per install – the cost to complete the conversion process and turn them into to a paying customer is much higher. Typically that final stage costs between $61 and $104, with the average somewhere around $75. That’s around 28% lower than it was a year ago, but it’s still not viable unless they’re going to become a high-value, long-term customer. It’s also worth noting that those costs simply cover marketing and advertising, and don’t include the cost of actually developing and maintaining the app.

Faced with figures like that, retailers are understandably concerned about whether it’s worth spending the money on developing and promoting apps. It can be an expensive investment, often yielding very few actual paying customers and direct revenue. However, there are several other factors to take into consideration: purchasing isn’t the only significant metric of the value of an app. For example, many app users will use your app to browse or comparison shop, and then complete their purchase in-store or via the Web. Others will use your app to track their purchases or find out about deals. They may not be buying through the app, but they’re still using it to engage with you and enhance their user experience.

But there’s another little-known factor that most marketers don’t take into consideration. If you’re using mobile ads to reach your customers, your costs will be reduced if you have an app, especially in smaller markets such as Sweden. The cost savings on your ad buys can then be used to offset both your app development costs and the acquisition cost of new mobile customers. Even if your conversion rate is low, you can still reduce your overall marketing expenditure.

This creates a win/win situation for brands.

Admittedly, for brands relying on traditional app development methodologies, this may not be a cost-effective strategy. App development can be slow and expensive, often running into hundreds of thousands of dollars, and you’re unlikely to be able to recoup that much just by getting lower prices on your mobile ads.

But these days you don’t have to spend anything like that much to create an app. The latest generation of solutions such as React Native makes it much more cost-effective to build an app. Another approach is to use something like Ombori Grid, that allow you to quickly convert your mobile Web site into a native app. Better still, there’s no upfront cost for either development or maintenance: you only pay a percentage of your mobile sales. This makes it an even more attractive and low-risk option. If mobile sales take off, that’s great. And even if they don’t, you’re still getting the SEO benefits and cost savings just from having an app in the app stores.

The post Building an App Could Reduce Your Marketing Costs appeared first on Mobile Marketing Watch.

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