Digital Marketing Automation Versus Personalization

We are now in the age of artificial intelligence and machine learning. Augmented reality and virtual reality have both become an integral part of social media platforms. Facebook spearheaded AR glasses in partnership with Ray-Ban. The visual search engine, Pinterest, enabled AR try-ons for online makeup shopping. While Snapchat patented bitmoji fashion. Even chatbots are now dominant in messaging apps and significantly replacing shop assistants.

digital marketing speaker Hong Kong raises the question of whether digital marketing automation is much better than personalization. This is because automated shop assistants and chatbots are designed for a general audience persona and most common queries handling. They may very well provide efficient and fast ad targeting and customer service. But they may sometimes fail to identify the target audiences with complex concerns and high buying intentions. Below, let us discuss digital marketing automation versus personalization.

WHAT IS DIGITAL MARKETING AUTOMATION?

A social media agency Hong Kong defines digital marketing automation as software platforms using AI or machine learning to manage marketing tasks. These include email sending, messenger chatbots, social media posting, website management, etc. Using a single tool, advertisers and marketers can simplify ad targeting and client communication through digital marketing automation tools. The use of technology makes it easier for them to manage repetitive tasks. As such, they give advertisers and marketers more time for creative planning and operational efficiency. The key focus of digital marketing automation is efficiency, speed, and revenue. 

Some of the most famous digital marketing automation tools today are:

  • Customer.io
  • Exponea
  • Hubspot
  • Lead Squared
  • Marketo
  • Ontraport
  • Oracle Eloqua
  • Pardot
  • Sales Fusion
  • Sendinblue

WHAT IS DIGITAL MARKETING PERSONALIZATION?

Digital Marketing Personalization is addressing the unique needs and preferences of an individual consumer. It means tailoring a positive buying experience based on the online user’s browsing behavior, demographics, previous actions, and purchase history. It is also called one-on-one marketing. This is because digital marketing personalization analyzes ad and campaign targeting through individual online activities. The process largely depends on analytics and insights. It is about showing the right ads to the right person at the right moment. If the key focus of automated digital marketing is efficiency, speed, and revenue, digital marketing personalization focuses on the audience, suggestion, and timing. 

Digital marketing personalization is about building connections. It is not a straightforward marketing technique. Instead, it educates the audience first before promoting products and services. This makes digital marketing personalization very challenging. Advertisers and marketers need to spend time researching the pain points of their buyer’s persona. Afterward, they need to formulate the problem and highlight a brand as the best solution for the problem. By bringing the audience to the buying journey through authentic stories and testimonials, such a process converts the audience into loyal customers of a brand or business.

DIGITAL MARKETING AUTOMATION VERSUS PERSONALIZATION

Today 9 out of 10 marketers use one or more digital marketing automation tools. They were able to decrease marketing spend by 12.2% and increase sales productivity by 14.5%. These tools have also resulted to boost lead qualifications by 451%. The main challenge with digital marketing automation is delivering personalized content. They perform best when it comes to general and repetitive tasks. But they cannot appeal to unique customers as salespeople do. The integration of data, lack of technological skills, and technology shortfall also serve as barriers to digital marketing automation.

Modern consumers are very smart and a lot of choices are available to them because of the stiff market competition. Social media platforms pave the way to discovering new brands, products, and services through personalized ad targeting. Personalized emails increase transaction rates by 600%. Digital marketing personalization reduces acquisition costs by 50%. They have also facilitated sales conversion among 44% of a targeted audience group and other CTAs by 202%. These are the reasons why big corporations like Coca-Cola, Netflix, Sephora, and Wells Fargo, together with 89% of global digital businesses, prefer digital marketing personalization. 

THE BOTTOM LINE

Both digital marketing automation and personalization have proven to work among brands and businesses today. The key to a successful digital marketing strategy is to use both automation and personalization to complement each other. Automation makes it easier for businesses to manage repetitive marketing tasks. They have also allowed brands to provide 24/7 online customer support. 

But no technology can ever replace the human touch. As modern consumers seek self-service tools, they also crave special and unique interactions. Personalization is the answer to such a need. By evoking customer emotions through personalized ads and campaigns, marketing can most likely result in higher conversions. 

If you are called to choose between building communities and selling, we recommend choosing digital marketing personalization over automation. Efficiency and speed can greatly result in revenues. But focusing on the audience builds brand loyalty and trust, which, moving forward, can greatly sustain a business.

Reference: https://increasily.com/choose-marketing-personalisation-over-automation/

How to Generate Leads and Inquiries Online

More than half of global marketers allocate a budget for lead generation. There are 3 major strategies that they use to generate leads. These are through email, events, and content marketing. Around 82% believed that content marketing is the most important tactic. But the major question is – how do you generate leads and inquiries online? Here’s how!

According to a social media agency Hong Kong, it only takes 6 hours daily to reap the benefits of lead generation in social media. Having a content calendar for Facebook, Instagram, LinkedIn, and Twitter can even shorten up the time. The process also includes tracking inbound leads from Google and YouTube. Below are some techniques every brand or business should use to generate leads and inquiries online.

Email Nurture Campaign

If you want to sustainably generate leads and inquiries online, an email nurture campaign can get you closer to making people say “maybe” and then “yes” to your products and services. They can also keep your brand on top of their minds. 

There are 8 types of emails that you should include in your campaign. 

  • Welcome email to start a partnership.
  • Dedicated email for one-time offers.
  • Email newsletters for your brand’s updates.
  • Promotional emails to recommend blog posts, discounted offerings, eBooks, webinars, etc.
  • Re-engagement email to establish connection and goodwill among inactive followers or subscribers.
  • Review requests from happy customers to build up user-generated content (UGC).
  • Sponsorship email to display paid ads.
  • Transactional emails to complete a customer’s action. These may include a welcome email after someone registered on your site, a thank you email after making a purchase, etc.

Some pro-tips for an email nurture campaign are to ask what you want your customers to feel, direct your customers to a clear call to action (CTA), and use templates to speed up delivery.

Explainer Videos

As the attention span of modern consumers dwindles, people no longer have the patience to read long blog posts. People are more likely to engage with a brand’s product or service if there is an explainer video on how it works and the benefits they give. Reports showed that 66% of people prefer short videos in learning more about products and services. Around 84% of them were convinced to make a purchase after watching. 

To make explainer videos more effective, a video marketing agency Hong Kong recommends trying to keep them as short as 60 seconds. Putting a clear call to action in the middle of the roll results in the highest conversions. Brands and businesses should also repurpose and reuse videos creatively in different forms.

How-To Guides

How-To Guides are outlines of a step-by-step process that someone has to follow to complete a task. They help earn repeat business and a sense of trust with your customers. Before creating how-to guides, search the web to see if they already exist. Duplicating content may be confusing to searchers. They can also affect the SEO of your website. Ensure that you use eye-catching designs that are easy to download and understand.

Landing Pages

A landing page is a dedicated page on a website where customers touch down after clicking an email or paid ads. They are also designed to be SEO-friendly and to capture organic traffic. Thus, landing pages are all about conversions and destinations. To generate leads and inquiries through landing pages, here are the basic elements that it should include:

  • An attention-grabbing headline
  • At least 2 compelling CTAs positioned in a prominent space
  • Compelling design through a combination of colors, fonts, and imagery
  • Hyperlinks in the body copy for backlinking
  • Subheadings for ease of reading
  • Targeted contact forms
  • White spaces to promote clear messaging

Long-Tail Search Queries

Long-tail search queries are great SEO tactics. They work both for text and voice searches. A digital marketing speaker Hong Kong defines them as keywords or key phrases of very specific searches among online users. They do not generate much traffic, but they usually have higher conversion rates. This is because the more targeted your content marketing is, the greater is the chance to find your desired customers. Long-tail keywords and key phrases tend to be problem-based. They offer solutions that customers are more likely to buy in the future. Some pro-tips to creating long-tail search queries are building trust through helpful and well-researched content, creating a blog post that responds to long-tail keyword searches, and showcasing the solutions offered by your products and services.

Social Media Competitions

There is no better way to increase brand loyalty, engagement, and followers on social media than running competitions or contests. They can also boost generating leads and inquiries online. Such promotions are aimed at the follower and target audience of a brand or business in social media. As they offer prestige and prizes, it is a great opportunity to capture helpful information from the participants. To drive leads, make sure you capture the data of entrants for future targeting. Keep the mechanics accurate and simple. Offer relevant prizes to further promote the branding of your niche.

Webinar

The word webinar is a blend of two words – “web” and “seminar.” It means a virtual event discussing topics among a small group of online audiences. Hosting purchase-driven webinars can greatly help generate leads and inquiries online. As you educate your target audiences, they add value to your products and services. The key is to capture their data by including important contact details all throughout. Ensure that your slides are branded and make it easy for participants to ask questions.

Reference: https://www.socialmediatoday.com/news/marketing-for-winners-7-powerful-ways-to-generate-leads-inquiries-online/603204/

The How and Why of Speeding Up Your Social Media Response

Modern consumers have changed a lot since the discovery of the Internet. The availability of a lot of information online made them more connected, more educated, more informed, smart, and socially responsible. According to a digital marketing speaker Hong Kong, a great marketing strategy is to consistently interact with the consumers. This is to gain new customers and retain the existing ones. 

A social media agency Hong Kong, social media has become the best way to connect with your customers in real time. By interacting with them and responding to their queries, brands and businesses can discover what they are feeling, saying, and thinking about them in just a matter of seconds. Around 80% of consumers expect to get a response to their social media comments and messages within 24 hours. Below, let us tackle the how and why of speeding up your social media response.

THE NEED TO SPEED UP YOUR SOCIAL MEDIA RESPONSE

It’s a no-brainer. Nobody wants to be purposely ignored. Imagine yourself going to a store. You’ve seen a new model of your favorite sneaker brand. You are very much excited and willing to buy it, but you have just one last question. You go to the front desk and ask your query. But you’ve got no response. You have then waited for hours and even days to get an answer, so it made you frustrated. This is exactly how consumers in social media feel when they get a delayed or no response from their comments and messages. 

Social media is a platform to foster connections and build communities. As such, taking a traditional approach in broadcasting your messages to the public may not work well to grow a brand or business on social media. Under this old-fashioned approach, most brands do not reply at all or struggle to reply in a timely manner. Such negligence leads to loss of business and customers. Around 39% of social media consumers will no longer engage with a brand or business that has a delayed reply or never replied to them. Neglecting to respond timely to an angry customer is pivotal for them to stick to your brand or not. 

Speeding up your social media response makes you more competitive. There are 44% of social media consumers who distinguish a brand or business from its peers through their response rate. If you never reply fast enough to customer queries, competitors are just a DM or tweet away. If you reply timely to their queries, you can most likely close a sale, increase revenue, and promote brand loyalty.

HOW TO SPEED UP YOUR SOCIAL MEDIA RESPONSE

More than 39% of social media consumers expect a response from their comments and messages within 1 hour or 60 minutes, while the average social media response rate among brands today is 5 hours. So, how do brands and businesses bridge the gap? Here are some tips on how to speed up your social media responses.

Automate Your Inbox

Automating your inbox in social media means gathering conversations on your social media pages all in one unified inbox. As such, it helps brands and businesses manage their messages faster. An automated inbox features tools such as auto-replies, comments filtering, spam combatting, etc. You can also assign conversations automatically to the right members of your team to handle them. Through an automated inbox, brands and businesses can also use saved replies such as business locations, pricing information, product specifications, etc. But for complex user queries, a personalized response is needed. So, there is still a need to balance quantity over quality. There are also times when the customer may need to know that help is on the way. This is to let them know that you never ignore them. An email or message auto-responder may also help. This may seem to be old technology. But it sets proper expectations among customers. 

Classify and Organize Incoming Messages

Classifying and organizing your incoming messages can also help speed up your social media response time. Through the use of subject or topic tags, brands and businesses can filter messages easily and forward them to the concerned team. For example, you can label sales inquiries as a priority list. While you can label shipping-related messages to forward them to your logistic team for faster transactions. Brands and businesses should create a triage system to label messages according to different levels of priorities and tags. As such, designated teams can efficiently and quickly respond to them. 

Use a Social Media Dashboard

The best way to speed up your social media response is by using a social media dashboard. It is a piece of software that allows brands and businesses to manage their social media presence across multiple channels using a single interface. A social media dashboard is like customer service software. It stores every single communication and interaction that a brand or business has with the customers. As such, an admin can look back to better understand the customers. Using a unified social media dashboard helps you respond to comments, mentions, questions, and reviews in one place. It saves you time from logging in and out to different sites. 

THE BOTTOM LINE

According to modern consumers, the most important attribute of a great business in social media is their fast response time. Thus, brands and businesses should speed them up to make their customers happy. Always remember that your customers are your source of revenue!

Reference: https://sproutsocial.com/insights/social-media-response-time/

Visual Analytics – The New Black in Marketing

A majority of the posts among social media platforms are photos and videos. In general, social media posts with images get 2x more engagement than those without images. Videos get 5x more engagement, and live broadcasts get 24x more engagement. This is because images and videos make content engaging and fun. They also convey messages that the human brain can quickly remember. 

A digital marketing speaker Hong Kong states that visual analytics is the new black in marketing. Images uncover hidden information. These pieces of information help brands and businesses uncover what is beyond the customer’s eye. To a social media agency Hong Kong, visual insights help AI and machine learning identify important user signals. These include demographic data like age, gender, and group. They also include logos, online user activities, scenes, settings, surrounding objects, and many more. Let us dive deeper into how visual analytics become the new black in marketing

Find New Brand Ambassadors

Through social media, visual content can help businesses find new brand ambassadors. Most social media users post photos of their favorite brands and latest finds. They share their exciting experiences with new products and services. They also make a review or testimonials among brands, products, and services. Through logo recognition functions, businesses can collect images in social media identifying their brand assets. Brands and businesses should also watch out for any mentions or tags of their brand name on image captions. As such, they will be able to find new ambassadors to promote them. To expand the reach of potential ambassadors and promoters, brands and businesses should be proactive in reaching out to them. Create a program on your social media pages, and look for potential participants. These can be a contest, giveaway, or invitation to be a brand ambassador.

video marketing agency Hong Kong showed how visual analytics became the new black marketing on Starbucks. In the summer of 2020, there was an increase of posts among baristas showing TikTok drinks. These are off-the-menu items that their baristas made to bring Starbucks in during the pandemic. As such, there was a spike in the engagement metrics of the popular coffee shop brand. That’s when Starbucks realized that their baristas are one hell of a good brand ambassador.

Identify the Most Engaging Social Media Posts

Most often, brands ride on celebrity tags, crises, new trends, and viral posts to gain reach and traction on their social media posts. Sometimes, it might be an image of a trending product. Other times, it may be popular news relevant to a brand or business. Through social media graphs, it will be easy to detect activities, objects, people, and scenes having the most engagement. These images can help brands segment their audience through demographics like age, gender, and location. As such, visual analytics simplify how brands and businesses generate more appealing content. By spotlighting their target audience through age, gender, and location, their posts can more likely boost awareness, conversion, and engagement on their posts. 

The soap brand “Dove” commonly uses ordinary people to promote their products. Last April 2020, their “Courage is Beautiful” campaign touched the hearts of many audiences by featuring images of front-line heroes. The campaign has successfully raised $2 million for Direct Relief assistance for COVID patients. By addressing the needs of the current crisis, Dove was able to help an important cause and sustained its business operations despite the pandemic.

Power-Up Marketing with Local Culture

Visual analytics is universal. If a brand or business is planning to expand its product reach and services, they can be very useful from the marketing point of view. Social media content with visuals shows how people in a certain country or region dress, interact with others, learn, party, and work. Using geotags on images, brands and businesses can access data on the consumption situations between consumers in different locations.

A great example of using visual analytics is Nike’s recent “Nothing beats a Londoner” campaign. The campaign resulted in a series of ads showing the importance of the younger generation in UK sports – specifically in London. By using less popular areas in London, Nike has successfully conveyed the message that talents come from all corners of the city. Such a campaign received outstanding awards, recognitions, and shortlists. Searches for Nike products also rose by 93% and so did Nike’s sales in the UK.

See New Brand Ideas Through Real-World Consumptions

Through visual analytics, brands and businesses can find out how consumers are using different products and services. These can be a helpful guide to find new ideas for their marketing strategies. The key is to creatively innovate when examining visual content.

Stationary Xpress uses visual analytics to offer their clients real-time product personalization. By observing their potential clients’ visual content on social media, they have come up with a change in their marketing plan. Instead of offering warranties, they offer a “Build A Preview” functionality on their website instead. Here, their clients can have an accurate preview of what they can expect in different colors, fonts, motifs, and styles. They can also have a LIVE preview of any changes they want to make. Such results in customers raving in their offerings a week after the launch.

The Bottom Line

Visual analytics is the new black in marketing. As it uncovers hidden insights through the customer’s eye, brands and businesses can find real-world cases for a successful marketing strategy.

Reference: https://www.socialmediatoday.com/spons/what-is-hidden-behind-social-media-images-and-why-are-brands-hunting-for-i/601010/

Writing to Sell on Instagram

Do you know that Instagram has surpassed the 1 billion global mark last 2020? This is a milestone that Facebook has once achieved. It also shows Instagram staying power. No wonder it is one of the top 5 most downloaded apps today in both the App Store and Google Play. A video marketing agency Hong Kong even notes that Instagram is among the top 3 best platforms for video marketing. Now, do you want more sales on your Instagram ads? In this article, learn about writing to sell on Instagram.

Be Consistent in Your Brand Voice

According to a social media agency Hong Kong, consistency is important for your audience to recognize your brand. It is the key to grow audience engagement and reach, not only on social media platforms but also on digital marketing as a whole. That is why it is important to maintain a consistent brand voice. It should be the same in all your content including blogs, emails, social media pages, social media posts, and websites. On Instagram, writing content with different brand voices loses a brand’s authenticity among its audiences. So, spend time writing with a consistent brand voice to sell on Instagram. As a pro tip, use simple terms, and make your content casual as Instagram is a relaxed space.

Create Catchy Headlines

The first 2 lines of your Instagram ad copies make or break the reach of your content. Most Instagram users scan the headline or first 2 lines of an Instagram post. If they are not that interesting, they ignore clicking the link and proceed to swiping on other content. That’s the importance of creating catchy headlines. Writing to sell on Instagram means knowing your target audience well. Try to discover any vacuum space they want to fill, and put those words in your headlines. A headline that leaves the reader too long for more has done a good job of catching their attention. 

Customize Your Instagram Stories

The best ad copies according to a digital marketing speaker Hong Kong are those that speak to a person’s mind. They make the audience feel like you were listening to them or reading their minds. This is one challenge of writing to sell on Instagram. Added to the challenge are Facebook’s stricter rules in using words that imply personal attributes. For example, a Facebook or Instagram ad that says, “Do you have trouble sleeping?” will most likely be rejected because it implies that you are assuming about a specific person. The best way to customize your Instagram Stories is by using the “If this… then that” format. For example, you can write, “If you’re having trouble sleeping, then look no further…” The key to writing customized stories to sell on Instagram is to bring the audience on a journey. Make sure that such a journey guides the reader to the next steps on how a brand can make his or her life better. Use numbers on your headline as people love them. Use other content to find inspiration.

Give People a Reason to Take Action Now

Most Instagrammers visit the platform to connect with the world and find inspiration. It is a rare intention for them to look for products and shop. They may commonly spot products and services that they are interested in. But they may not end up purchasing because there is no urgency to do so. Writing to sell on Instagram means creating scarcity or urgency on your ad copy. The best way to do this is to retarget warm leads through limited-edition showcases and time-limited promotional offerings. These Instagrammers who have shown interest in your products and services may not be necessarily looking for the best deals. But offering a discount for a limited time may influence their buying decisions. Exclusive products with a limited number can also push them to make a purchase. This works effectively among millennial audiences with the FOMO behavior.

Help People Self-Qualify

Writing to sell on Instagram means giving your audience a straightforward solution to their problems. The best way to do this is to help people self-qualify. Spell out the problem first. People who see the ad can relate if they are experiencing the same pain points. Then, take them into a journey of the possible solutions, and highlight the brand as the best choice. It is also important to rephrase what you write into yes or no questions. It is a good way to help the reader self-qualify. Once they self-qualify, it makes them more ready to buy. This can most likely boost conversions in your Instagram ads.

Tell Customers How to Complete a Purchase

Even if you have successfully convinced your audience to buy your products and services, there is a need to guide them to complete the process. Writing to sell on Instagram means telling your customers the next steps until they have successfully completed a purchase. Facebook and Instagram Shops now enable shopping stickers that lead users to the checkout cart when tapped. For some people who are not savvy enough, guide them by putting “Swipe Up to Shop” or “Tap to Shop Now” on your Instagram copy ads.

Reference: https://www.socialmediaexaminer.com/persuasive-ads-on-instagram-writing-to-sell/

How to Get More Exposure and Sales Through Instagram Shopping

People are indeed social nowadays. On the beach, whether it’s brunch or business, most people take a snap and turn it into Instagrammable content. Such a photo-sharing app has been a favorite during holidays and vacations. Advertisers, brands, influencers, and marketers all include Instagram as part of their digital marketing strategy. It is because at this point, the target audiences and customers are on Instagram. Even a brand’s competitors are Instagrammers, too. Now, the question is, how can a brand get more exposure and sales through Instagram Shopping? 

Today, there are 1.704 billion Instagram users worldwide. This tremendous number of users is a clear indication of the platform’s power. Instagram is a social network that allows people to edit and share images and videos. Once, they are a hit among millennials and teens. But now, it continues to grow as one of the top social media platforms. In fact, Instagram generates 4x more interaction than Facebook. Instagram also has a strong impact on a buyer’s shopping journey. Around 80% of online shoppers decide whether to buy a product or service after seeing an Instagram post. Below are some tips on how a brand can get more exposure and sales through Instagram Shopping according to a digital marketing speaker Hong Kong.

Curate Product-Tagged Content into Instagram Guides

Instagram guides are digital catalogs of a brand’s products and services. Such a feature allows curation of content into groups and listings. There are 3 types of Instagram guides for product-tagged content.

  • FAQ guides answer the users’ most commonly asked questions. This can help them make their buying actions easier and quicker.
  • Gift guides collate products and services about gift ideas for Christmas, Mother’s Day, New Year’s Day, Valentines, and other special occasions. A unique feature of this tool is being able to tap into the audiences of tagged products and services.
  • Topic Guides allow grouping complementary products based on categories or niches. It can influence a reader’s buying decision by knowing which products complement the main product they are looking for. Through topic guides, brands can also group products and services according to the user’s interests. Some examples of topic guides are “What to Wear on a Summer Wedding,” “What to Wear on a Winter Wedding,” etc.

Optimize Product Tagging

social media agency Hong Kong recommends getting more exposure and sales on Instagram Shopping by optimizing product tags. A well-defined strategy of creating valuable content can build connections and drive engagement. Instagrammers are time-poor, so, encourage them to take quick actions by adding product tags on valuable content. Tag featured products for people to find more information about them. If a brand is not using in-app checkout, link the product directly to an eCommerce website. The key is to highlight your products and services by overlaying them on an Instagram post, but don’t overdo it. Too many product tags can ruin your strategy. 

Prioritize Product-Tagged Video Content to Improve Discoverability

According to a video marketing agency Hong Kong, the benefits of video marketing on Instagram today are unparalleled. Short-form video clips like Instagram Reels and Instagram Stories are a great way to tell a brand’s message and offer products and services to viewers. Brands can use them to answer FAQs, create explainers and how-tos, show the benefits of products and services, and take them on a behind-the-scenes journey. By using relevant hashtags, they can increase the discoverability of your products and services. Instagram Stories have seen 58% of Instagrammers become more interested in a product or service. They are a great place to drive traffic on your Instagram Shops. IGTV is also one thing to reconsider for video marketing on Instagram. They are 4x more visible on Instagram’s Explore feed than feed posts and 2x more visibility than Reels. Another form of video marketing on Instagram is through live broadcasts. Instagram Live allows brands to stream through Instagram Stories. They are a great way to connect to the audiences in real-time.

Remind Instagrammers About Instagram Wishlist

Another way to get more exposure and sales through Instagram Shopping is by highlighting the “Wishlist” feature on the platform. An Instagram Wishlist allows users to save products and services into a shopping collection. As such, they can easily come back, find the post, and make a purchase. Every time they visit their Wishlist, they will be reminded about the product or service. As a pro tip, brands should always include a call to action (CTA) for users to save products and services on a Wishlist.

The Bottom Line

People don’t go to Instagram for shopping. Their initial motive is to find ideas and inspirations. Yet, if brands have provided them with valuable content and creatively tapped product tags to influence their buying decisions, Instagram Shopping will be a success. Therefore, the key to getting more exposure and sales through Instagram Shops is to let the consumers “See, Tap, and Shop.”

Reference: https://www.socialmediaexaminer.com/instagram-shopping-how-to-get-more-exposure-and-sales/