FOCUSE ON 2014 BUSINESS YEAR

Why Focus on 2014 Now?

Share on facebookShare on twitterShare on emailShare on linkedinShare on google_plusone_shareMore Sharing Services

By John Healy

We all know that for the majority of ecommerce businesses, the back-to-school season starts around June, while everything for the holiday season must be in place by Labor Day.

And while ecommerce sales, according to Forrester Research, will continue to grow nicely for the next several years, but at a decreasing rate, I don’t think there are going to be many retailers who can afford to not start working on next year’s initiatives now. Leadership and finance teams are not going to let their marketers and merchandisers grow their businesses at slower rates than this year―at least that is not what they are going to tell you.

So what can you do?

First, take a look at what you have planned for 2014 and see what you can start doing now.

Next, my guess is that the demand generation tools you have used are not going to work for you as well as they have in the past, especially paid search. Shop.org reported in a recent survey that ecommerce brands are spending 40% of their marketing budget on paid search (the number one demand generation channel), but 27% of responders said pay-per-click advertising has become less effective than it was last year. This is an issue that you want to get in front of, especially with ecommerce growth rates expected to decline in 2014.

With demand generation softening, you need to adopt new marketing technologies that include more revenue generation solutions, more specifically browser-side solutions that allow you to monetize the visitors you receive from demand generation vendors likes Google, Facebook, affiliates, ad networks, email service providers, and more.

And the results speak for themselves. According to an Econsultancy survey done earlier this year, ecommerce companies focusing on site revenue generation (not site analytics) are growing at a year-over-year rate of 19% compared to the rest of the market growing at around 15%.

Make your 2014 number… today!

2014 New-School B2B Marketing: Communicating to the Individual

New-School B2B Marketing: Communicating to the Individual

Share on facebookShare on twitterShare on emailShare on linkedinShare on google_plusone_shareMore Sharing Services

Feb 6, 2014 at 2:27 pm | By David Moore

Leading business-to-business marketers are moving away from their spray and pray acquisition strategies, opting instead to create more personalized experiences for each buyer. And it’s no wonder: a recent Corporate Executive Board Marketing Leadership Council study found that only 14 percent of B2B buyers believe that feature differences and unique selling propositions alone justify paying more for that product.

Instead, B2B marketers are reaching their online buyers with three new school tactics:

• Creating a visitor-centric strategy
• Reaching visitors with personalized messaging, from the right organization
• Re-targeting that visitor across the web, to drive them back

Creating visitor-centric strategy

Last October, McKinsey and Company did a survey to gauge how marketers perceived the impact of their B2B marketing efforts compared to how their B2B customers actually felt. The three things customers cared most about were that the company:

• Engages in honest, open dialogue with its customers and society
• Acts responsibly across its supply chain
• Has a high level of specialist expertise

The fascinating thing is that B2B marketers surveyed placed these three crucial characteristics well outside of their top five. What this means is that many B2B marketers are missing their target audience.

The Executive Board studied B2B customers and they found “Customers who believe a brand will provide business value are 4x more likely to consider that brand.” And, the same study concluded, “when [potential-customers] don’t see personal value, they are over three times less likely to purchase, and over seven times less likely to pay a premium.”

Many B2B marketers understand this paradigm and are marketing with personalized messaging to their site visitors. Alterra Group recently reported that Account-Based Marketing (ABM) tactics are continuing to grow in popularity, with 87 percent of B2B marketers using this approach.

This underlines the key value of messaging to the individual and leads us to the message itself.

Reaching visitors with personalized messaging

Your buyers aren’t interested in your market share; they want to understand how you’re committed to building business solutions that can help them do their jobs more effectively.

Thought leadership and content is one way to get that message across, but it has to be highly targeted, highly relevant and highly engaging to resonate with your audiences.

Some B2B marketers have been making efforts to create that content. According to research firm Forrester, content generation in B2B marketing in 2013 was up from 22 percent over the prior year. That content, though was “product information that fails to pique buyer interest and raises eyebrows over quality.”

Without creating content that is highly targeted, highly relevant and highly engaging, however, B2B marketers can create the unforeseen effect of driving potential buyers away from their brand and their content.

So what can you do to more effectively get your message to your buyers?

• Start with your business value proposition
• Speak to your visitor’s organizational context
• Take  your targeted experiences cross-channel

Visitors are immediately looking to understand whether your product is relevant to them personally and professionally and then whether it applies to their company. Marketers now can  segment these visitors by their context, their organization’s firmographics—company size, industry and the individual’s role.

By understanding their role and their organization context, marketers in the B2B space can now truly speak to their customers and position the best business value proposition to the right individual, creating a closer relationship.

Companies like Cisco have leveraged that data to better identify the business demographics of their website visitors and have changed their their web experiences accordingly. These changes help the companies better cater their messaging directly to these needs of those demographics—CXOs, CIOs and CMOs in Cisco’s case. Cisco believes this relevant messaging lead to more than $18 million in incremental revenue and an increase in engagement rate from 13 percent to 18 percent, driving true bottom-line value.

Message to visitors’ context, on and off-site

Finally, we’re seeing new marketing innovation happening offsite. B2B lead-to-conversion timeframes can be lengthy, in some cases upwards of a year. This involves many interactions before a client may even engage on a form conversion or reach out to sales.

Zendesk.com, a customer support platform targeting Fortune 500 businesses, leveraged 3rd party providers to identify anonymous visitors, segment them, qualify them and finally re-target visitors coming from the right industry and/or from pre-selected target organizations. Combining this strategy with sophisticated behavioral on-site tracking, Zendesk.com was able to retarget visitors who visited and left in the last two days—focusing on recency. They saw more than 2,000 new conversations in two months due to this effort.

As B2B marketers are learning about their clients, they’re putting this into action at every encounter, never forgetting what they’ve learned. Marketers now have the tools to employ new strategies that bring message context to the user, across channels. I think we’ll begin to see exciting and new creative strategies in 2014.

This is the new-school B2B marketing approach: Align with your customers’ needs through messaging and put a premium on the customer relationship on site and off.

2014 EBOOK Three Reasons to Love Lists

Three Reasons to Love Lists (No, Really!)

by michelle w. on February 12, 2014

Yes, I know the internet is awash with lists.  Yes, I know that many of them are terrible. No, that does not mean lists are do be avoided at all costs. Do we impugn all comedians because of Pauly Shore? I certainly hope not. There’s a reason list-style posts are perennially popular, and there’s a lot you can take from them to enhance your own (non-list) posts.

At the risk of causing a list-based meta-implosion that sucks the entire internet into the wormhole of Top Ten Celebrity Baby Names, here’s my list of three reasons to love lists.

1. LISTS HELP YOU ORGANIZE YOUR OWN THOUGHTS.

As a writer, lists are helpful organizational tools — if your thoughts are a-jumble and a post isn’t coming together the way you’d hoped, breaking your ideas down into a list of bite-sized chunks can be a useful way to bring order to the chaos. You can easily move list items around and group related thoughts, and since you’ve spewed all your ideas onto the list, no important bits get unintentionally left by the editorial wayside.

Once you’re done writing, remove the list elements if you’d like; they’ve served their purpose. Toss in an intro, a conclusion, and a few segues, and boom: a perfectly proportioned post. Or keep the list formatting, to walk your readers through a complex argument or highlight your important points.

Lists are also satisfying for you and your readers. It feels good to cross something off a list.* Working your way through a list post taps into a little bit of that satisfaction, as does reading one.

*I’m not going to say that I sometimes add already-completed items to lists just so I can cross them off, but I’m not going to say that I don’t, either.

2. LISTS ARE HIGHLY SHAREABLE.

One of the first publicly recorded lists, the “King List” was carved into walls all over lower Egypt in an early but slow-moving display of virality.

Go to Facebook. Or Twitter. Or Google+. Scroll for a minute. Count the number of list posts you see. We’ll wait here.

Why? Posts that can be consumed quickly, are easily skimmed, and have clear highlights make the rounds — they’re useful, either as education or entertainment, and it’s simple to pull out the important bits.

Should you publish all your posts in list format to increase your odds of viral superstardom? Please don’t.  But do be aware of what makes list posts such regulars on the social sharing scene, and think about how you can inject those elements into your own.

3. LISTS ARE COMEDY GOLD.

Things that subvert our expectations of a list — that lists display reason and order, that each item on the list is important, that the list contains complete information — are funny.

To go meta on our meta post, here is a sub-list of my four favorite ways to write chuckle-worthy lists:

PUTTING SILLY ITEMS ON A LIST GIVES THEM FAKE GRAVITAS, AND THAT’S FUNNY.

Look at Stephen Colbert: being serious about decidedly not-serious things can be hilarious. When you put something on a list, you’re saying “This thing is important and your attention should be drawn to it.” When the thing itself is actually totally insignificant, the juxtapostion creates humor. It’s like atoms colliding, but with less potential for nuclear fallout.

Consider:

Four excuses for my tardiness to today’s meeting:

1. Traffic accident on the Turnpike.
2. Over-steeped morning tea; had to start over with fresh cup.
3. Forced to wait through commercial break after Today Show cliffhanger for emotional closure re: Hoda Kotb’s preferred white wine to serve with shellfish.
4. Reasons.

If there is anything less important that Hoda Kotb’s Pinot/shrimp scampi-matching preference, I don’t what to know what it is. But if you know, put it on a list! It’ll be funny.

ODD NUMBERS ARE FUNNY.

I’m using “odd” as in “strange,” not mathematically odd. Lists with nonstandard collections are always more amusing than lists with round numbers of items. The top 14 or 22 reasons for something is always funnier than the top ten.

The top 37 is the funniest, but use that one sparingly.

LISTING THE STEPS OF A TASK IN EXCRUCIATING DETAIL IS FUNNY.

Going overkill on details and listing each one of those details as a list item is another great list-subversion tactic — now, readers can no longer assume that each item on the list is actually significant.

If you try this technique, you earn Bonus Komedy Points for steps that aren’t really steps at all, and an extra gold star if you combine a detailed list with an odd number of steps and some mundane items.

To wit:

How to file your taxes in nine simple steps!

1. Open a TurboTax account.
2. Begin inputting your financial data.
3. Remember you need to change the password for your online banking.
4. Change it.
5. Finish inputting your financial data.
6. Forget to hit “save” before closing your browser.
7. Repeat steps one through six.
8. See amount owed; panic.
9. Call accountant to do your taxes.

Does “remembering you need to change your password” need to be separated from “change your password”? Do either of those things actually help you do your taxes at all? No, and that’s why it’s funny.

REPEATING ITEMS ON A LIST IS FUNNY.

Repetitious lists help you really drive a point home while also being funny: a win-win!

I could write, “My dog really loves chicken.” Or, I could write:

Seven things my dog wishes he had right now:

1. Chicken
2. A bathtub full of dog biscuits.
3. Chicken.
4. A discarded pair of my socks.
5. A bacon cheeseburger.
6. Chicken.
7. Chicken.

(By the way, that is a completely accurate list.)

The takeaway is the same for both — you could rob me blind if you broke in and threw my dog a chicken wing — but one is way funnier.

As with the first two points, this doesn’t mean you need to write everything as a list. You can pull these concepts out and use them in regular narrative. Repetition and emphasizing minor details are not exclusive to lists.

The next time someone sends you a link to Top 30 Signs Your Relationship Is So Cute It Makes Your Friends Nauseous, feel free to shake your head sadly as you delete it — but remember that there are legitimate reasons that post is engaging, and you can adapt them in your own work.

IMPORTANT EBOOKS CONTENT MARKETING FOR 2014 ONLINE

EBOOKS CONTENT MARKETING FOR 2014 ONLINE 

Over the past 12 months there have been a wide variety of eBooks published about every topic in the digital marketing mix from the newest mobile marketing strategies to better use of big data to the standards like content marketing, social media, online advertising, email marketing and digital public relations.

As 2013 winds down, it can be really useful to review some of the better in-depth resources on best practices and thought leadership. This post will highlight 11 of the eBooks and reports that I’ve been involved with that I think you’ll find useful.  As ourcontent marketing business continues to grow, the body of resources and projects we get to work with is growing as well – why not share?

The theme for most of these eBooks is decidedly “content marketing” with some social media mixed in, because how can content really ever achieve optimal reach and engagement without social media?   For some of the eBooks I’ve pulled out excerpts of my contributions so you can read without having to download.

Content Marketing: The Road Ahead for 2013

Produced by the folks at Content 4 Demand, this B2B marketing focused eBook outlines the key challenges, presents important opportunities and where marketers should be prioritizing for the year. Contributions to this eBook come from an incredible list of B2B content marketing thought leaders including: Ardath Albee, Joe Chernov, Andrew Gaffney, Joe Pulizzi, Rob Yoegel and more.

>>  Get “Content Marketing: The Road Ahead for 2013″ here.

Re-think Your Content Marketing

Linkdex has been experiencing an evolution over the past year with a focus on integrating search, content marketing and digital PR. This mad daddy eBook is the size of a proper print book covering all aspects of content marketing from an international cast of subject matter experts. I like the diversity of voices and perspectives in this eBook and it wins the prize in terms of depth of content.

Subject matter experts contributing include: Ann Handley, Joe Pulizzi, Matt Roberts, Bas van den Beld, Melissa Rach, Rob Garner, Kevin Gibbons, Michael Brito, Robert Rose, Avinash Kaushik, Gerry McGovern, Simon Penson and many more.

>> Get “Re-think Your Content Marketing” here.

2013 Social Media Predictions

Sure social media has been on our marketing plates for several years now, but who wouldn’t want to know the future from social media smarties like Geoff Livingston, Philip Sheldrake, Anita Campbell, Ann Handley, Michael Brito, Rohit Bhargava, Shel Israel, Toby Bloomberg and more. This particular eBook was put together by TopRank for our client Dell and has had over 150,000 views on Slideshare and counting.

Here’s an excerpt from my part of the predictions eBook: Can you share your best advice for a brand to connect with their audience on a one-on-one level? Eg.: create a real, lasting and meaningful connection.

Do brands actually need to connect on a one to one level in a real, lasting and meaningful way to be successful? As a consumer, the idea of a real, lasting and meaningful connection with a box of soap kind of scares me. But I get where you’re going.

The best advice about how brands can connect with people in a meaningful way is to have a great product or service and to be genuine when talking about it. To be liked, you need to be likable, so figure out what that means for your customers. Find out what they really care about and what their goals are. Then find a way for your product and company to be the best answer and resource for those things. Tell stories about how your brand makes those connections. Be meaningful, not mechanical. Your audience will love your for it. Unless you’re a box of soap

>> Get “2013 Social Media Predictions” here. 

36 Content Marketers Who Rock

For the past two years TopRank has partnered with Content Marketing World conference to create a conference eBook featuring thought leader speakers. With the conference in Cleveland, the home of the Rock and Roll Hall of Fame, the theme for this year was a gimme.  Practical content marketing tips for this eBook came from 36 top brand marketers and consultants ranging from Jonathan Mildenhall at Coca-Cola to Jay Baer, Sarah Skerik, Brian Clark, Heather Meza, Ann Handley, Adele Revella, Todd Wheatland, Tom Webster, Marcus Sheridan, Pam Didner and many more. With over 60,000 views on Slideshare this eBook has been cross posted to over 50 other websites.

Here’s an excerpt of my contribution to this rock and roll masterpiece of an eBook:   Turn it Up and Drive Fans Wild!

Gone are the days for getting a hit just from radio play. And, so it is with content marketing “hits”.

Modern music distribution channels extend to wherever consumers are eager to discovery, consume and share or buy.

That lesson of understanding and proactively diversifying content distribution, formats and messaging across platforms is essential for content reach and engagement.

What good is a great song if no one knows about it? Create great content and plan for amplification so your next hit will top the charts and drive fans wild.

>> Get “36 Content Marketers Who Rock” here. 

The Future of Digital Engagement

Retail Touchpoints and LivePerson put together this eBook to give digital marketers some insights into how technology and consumer behaviors are evolving and how brands can expect to engage with digital savvy customers. Each of 10 thought leaders from Jason Goldberg of Razorfish, Jim Lenskold of the Lenskold Group, Larry Freed of ForeSee, Andrew Boyd of Harte-Hanks and several others provided their predictions into future of digital engagement for the coming year and beyond.

Here’s an excerpt of my contribution:

Extending Conversations from Search Engines: How will search evolve in 2014?
“Optimizing search for mobile devices and the multi-channel or omnichannel experience will be very important. While multi-channel is just marketing to a variety of touch points, omnichannel is creating a congruent experience. The future is integrated search regardless of the device the customer is using so your brand can be “the best answer” when and where it matters most.”

>> Get “The Future of Digital Engagement” here. 

Organizing for Content

My friend Rebecca Lieb, who is the author of “Content Marketing: Think Like A Publisher” and several of her associates from Altimeter Group conducted interviews with 78 corporate practitioners, content service providers, and domain experts in the field of content marketing to produce this very insightful report. From strategy to staffing, technology, measurement, and training, this report explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic program.

>> Get “Organizing for Content” here. 

The Ultimate Guide to Content Marketing & Influencer Strategy

Content Marketing and influencers go together like the ingredients in your favorite dish and ironically, eBooks are one of the more successful formats for this combination.  Evy Wilkins is the VP of Marketing at Traackr, an influencer marketing platform, interviewed multiple content marketing and influencer marketing professionals to produce this excellent guide on the value of relationships and content to drive business results.

Here’s an excerpt of the forward I wrote for this eBook:
As a vehicle for influence, contents one of the most powerful tools in a marketer’s mix to attract, engage and inspire action. Content is the currency for building relationships that can boost credibility, influence and commerce.

Investing in a content and influencer marketing strategy can be one of the most impactful actions a business can make. Incorporating influencers that can also inspire relevant action with your content marketing efforts facilitates reaching new audiences with brand messages that are credible and trusted.

>> Get the “Ultimate Guide to Content Marketing & Influencer Strategy” here. 

Marketo Big Marketing Activity Coloring Book

I don’t know who said it first, but there’s an expression in B2B Marketing, “The B’s in B2B are people too.” Marketo adeptly understands this and while they produce a plethora of serious business content for their community and customers, they’re also insightful about the need for some fun. This eBook is a brilliant piece of work by Jason Miller with collaboration from Maria Pergolino that includes fun, marketing themed activities as well as industry thought leaders. From match the author with the book to crossword puzzles, this eBook serves as a fun departure from the business of marketing automation software.

Get the “Marketo Big  Marketing Activity Coloring Book” here. 

How to Kick-Start Your Content Marketing

Marketers on the early end of the content marketing maturity model realize they need to employ a robust content marketing strategy but often need reassurance of where to start. The folks at Skyword, a content marketing platform, has a 7 step approach to do just that. To support their model, Skyword interviewed multiple content marketing practitioners and thought leaders such as Dave Kerpen, Ekatarina Walter, Doug Haslam, Brian Clark, Erik Qualman, C.C. Chapman, Joe Pulizzi, Connie Bensen and several others to gain insight for the formulation of the model and the report.

>> Get “How To Kick Start Your Content Marketing” here. 

The Science of Presentations

While some would argue that presentations are not content marketing, I would disagree. The actual giving of the presentation is an experience often captured by livebloggers and on video, which is later published online. The presentation itself may be posted to Slideshare and deconstructed into component parts like a series of blog posts or an eBook. In this eBook, which is a complement to a webinar, Dan conducted a survey to explore how presentations motivate people to share. He also connected with multiple experienced public speakers like Jason Falls, Chris Brogan, Laura Fitton, Seth Godin, Nancy Duarte, Guy Kawasaki, Brett Tabke and a few more to surface some really insightful ways you can optimize the performance and reach of your presentations.

When Dan asked me how I get audience members to Tweet my presentations, here’s an excerpt of what I shared:
There are 3 pieces to getting audiences talking about your presen- tation on the social web.
1. Promote the presentation with a blog post be- fore the event on the social channels where you’re active, whether it’s Linke- ?dIn, Facebook, Twitter, Forum or Blog.
2. Include compelling and provocative quotes (Tweet friendly) in your presentation.
3. Show your Twitter handle and a hashtag clear- ly on the slides in your presentation.

>> Get “The Science of Presentations” here. 

The Engagers: 2013 Edition

Traacker was busy with eBooks this year and finished things off with The Engagers, which is based on an interview series with 16 marketers, public relations professionals, community managers and digital strategists including Danny Brown, Sam Fiorella, Dierdre Breakenridge, Shonali Burke, Amy Higgins from Concur (a TopRank client), Jason Miller from LinkedIn (also a TopRank client) and several more that are experts at creating and maintaining relationships with online influencers in a way the creates business impact.

Here’s an excerpt from my interview:  As an influencer in online marketing yourself, what is the most creative request you’ve ever received from a marketer?

The most creative thing I think someone has done is really a tie. First, chocolate covered crickets from Grasshopper, a virtual phone system got my attention. Another effort came from Darren Barefoot and Julie Szabo who created a custom video pitch as well as hand written letter promoting their Social Media Marketing eBook, which we then wrote about on our blog.

I think the takeaway is that no matter how creative you are, the creativity is not a substitute for the relevance of your message. The message still needs to deliver. That same lesson applies to online or content marketing. A combination of creativity and incredibly useful content is needed for the win. Clever graphics or useful tips alone are no longer enough.

>> Get “The Engagers” here. 

As you can tell, I’m a fan of creatively repurposing content and I hope you find these eBooks a useful and a source of inspiration for your approach to content marketing in 2014. Another resource worth checking out is Optimize (of course) which is as much about content planning, marketing and measurement as it is about social media and SEO.

What are some of the digital marketing eBooks that made your “favorites” list this year?

Top photo: Shutterstock

The Love Diet (Paperback)

See JESUS Price at infibeam.com

The Love Diet Book Description

About the Book :

Can foods really affect your moods?
Can they also boost your sex life?
From the author of The Beauty Diet comes a unique book designed to cultivate love and improve health and vitality for a happy and blissful life. In The Love Diet, Shonali Sabherwal, Indias leading nutritionist, presents a refreshing approach to eating by sharing:

Food secrets that can make you more caring, loving, and giving
Tips to enhance sexual appetite in men and women
Five magical food and lifestyle factors needed for better sex

specific food plans and recipes With insightful notes from celebrity clients and expert practitioners, The Love Diet is your go-to book for advice and solutions on how to feel happy and sexy.

Interesting Facts :

Shonali is the author of the hugely popular book The Beauty Diet which has sold over 20,000 copies so far
She is one of Indias leading nutritionists and the only macrobiotics chef, counsellor and instructor in India
Her clients include Katrina Kaif, Neha Dhupia, Raima Sen, Esha Deol, Jacqueline Fernandes, Tabu, Kabir Bedi, and Shekhar Kapur, among others
The book offers specific diets and recipes for boosting ones sex life
Will appeal to a wide range of people
Shonali Sabherwal is redefining the way people eat and cookDecaan Herald
Shonalis food is healthy and gives you a lot of energyKatrina Kaif
Just five years down the line, she is a hitThe Tribune
Shonali...tells you how you can stay slim by making some smart and safe changes in your dietHindustan Times


About the Author :

Shonali Sabherwal is Indias only practising Counsellor/Chef and Instructor in Macrobiotics and that is her USP. She is a celebrity counsellor and chef to some of the hottest and fittest Bollywood beauties. Her clients include Hema Malini, Neha Dhupia, Esha Deol, Ahana Deol, Jacqueline Fernandez, Katrina Kaif, Tabu, Shekhar Kapur, Kabir Bedi, and Dalip Tahil.

Book Details

Title:	The Love Diet
Publisher:	Ebury Press
Author:	Shonali Sabherwal
Edition:	Paperback
Language:	English
ISBN:	8184003773
EAN:	9788184003772
No. of Pages:	2,856

Deliverable Countries: This product ships to India, Sri Lanka.

An Atlas Of Love The Rupa Romance Anthology, Edited By Anuja Chauhan (Paperback)

An Atlas Of Love The Rupa Romance Anthology, Edited By Anuja Chauhan

See JESUS Price at infibeam.com

An Atlas Of Love The Rupa Romance Anthology, Edited By Anuja Chauhan Book Description

About the Book :

Sixteen romantic stories which will want to make you fall in love and celebrate romance in its myriad forms

About the Author :

AnujAChAuhAn is an author and advertiser. Having worked in advertising for over seventeen years, she left the industry in 2010 to pursue a full-time literary career. As a writer, she is best known for her bestselling, contemporary rom-com novels, The Zoya Factor(2008), Battle For Bittora(October 2010) and Those Pricey Thakur Girls(January 2013).

Book Details

Title:	An Atlas Of Love The Rupa Romance Anthology, Edited By Anuja Chauhan
Publisher:	Rupa Publications India
Author:	Several
Edition:	Paperback
Language:	English
ISBN:

8129130009

EAN:

9788129130006

No. of Pages:	224

Deliverable Countries: This product ships to India, Sri Lanka.