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One roadside hotel installed a 6-meters high diplodocus (a dinosaur) to attract passing drivers. We admit that it's quite an unusual way to advertise, but not all types of local businesses need to apply such radical marketing to get customers. If you are not into dinosaurs, then this essential guide to local business marketing will instruct you on 17 key channels to become the king of the mountain. Here is an infographic that will give you a general idea about the content of the article. The content below applies to any kind of local business – find the perfect combination of both strategy and tactics to outperform your competitors and make your company a local star. Let's delve into it! Tactic #1: Offline Advertising Signboards, city lights, and billboards are the most obvious ways to promote your local business. Well, don't do them. We mean no half-hearted efforts like most businesses do! If you're going to do it, do it right! Try to remember at least five offline ads you saw yesterday. That'll not be easy – we humans developed something called "ad blindness" quite a while ago. Most ads we see are quite banal, repetitive, and dumb, so our brain filters this visual noise. If you've decided to promote your local business with offline ads, it's better to brainstorm some creative ideas and hire a good specialist in this field. The main goal of offline ads is to invoke interest and push a person to learn more and come to your location. So instead of direct selling, take an artistic approach – think about how to make your ad symbolic to awaken interest. Here are some ways to do it: . Take a look at the locations you expect to place your ads. What do ads for other businesses and competitors look like? What are their prevalent colors, messages, and formats? Develop your ads in a way that catches attention and differs from your surroundings. . For example, you could adapt some famous quotes for your text. Or showcase well-known pictures and sculptures in a new way, as a vintage clothing brand did: a) Stand out from your surroundings b) Use recognizable art objects When people see something familiar in an unusual perspective – it catches their attention and evokes interest, so they become interested in learning more about your business. . To get bold ideas for your local business marketing you can explore , , or this . . Create a branded photo area that people will use to take a photo and share it on social media. You can find some examples . We collected some more examples of creative offline advertising to give you food for thought. c) Derive inspiration from the best ads in the world Rich Media Gallery IADDB Pinterest d) Make your location the ad itself here It's vital to choose the right placement in offline advertising. Ads will not bring you any clients if you put them in the wrong locations, so choose them carefully. No need to buy a lot of ad spots – work as a sniper and choose a few spots in the most important locations. Here are some options: Placements just near your business locations. In public transport stops near you. Where your target audience spends time. For example, if you target office workers, you could buy ad placements near office centers, business lunch spots, and traffic lights on the way to work. Combining the artistic and sniper approaches for ad creation and placements, you will have good chances to get more clients just with offline advertising. But don't limit yourself with analog channels — let's see how you could leverage digital. Tactic #2: Website You have an offline location, but to leverage most of the modern marketing tools you also need to have an "online location" – your website. It will help you to achieve such goals: Increase audience awareness of your business by leveraging digital channels; Decrease the load of your call center – potential visitors could just obtain basic information online; Engage your potential customers enough so they leave their contact information; Convert online visitors to offline visitors, so you could sell them goods or services If you think that website creation is a long and expensive process, then relax – it could be dirt cheap. Of course, a fancy website would cost you a small fortune, but for starters, some simple landing page constructed in two days on Unbounce or Wix will be enough. If you don't have experience in their creation, it's better to hire a freelancer from UpWork that could help you. We have developed an effective structure for local business websites. Adhere to this screen sequence to create a converting website that will get you more visitors: . A silver bullet for getting attention – the ultimate reason why customers should come to you and how you are different from competitors. It should be a catchy text combined with an engaging image. Two-three sentences are enough. Value proposition . Explain what your business does, how you can help your customers, and what are the main benefits they receive should they come to you. Description . The next thing a user wants to know about you is whether your location is convenient for him. Write your addresses and working hours, and insert a Google Maps snippet to customer journeys to your location. Service area and your locations . Describe the benefits of your services to customers. Don't talk a lot about yourself, instead concentrate on the customer, one's pains, needs, and desires. Think of it as an empathy exercise – the better you show website visitors you understand them, the more will come. Benefits . Your first hook. Put a button that urges a visitor to leave a phone number, call you or get directions to your area. Call to Action #1 . Social proof is a major league way to persuade potential customers to come to your location, so put them on your website. The best way to do it is to integrate them from review platforms, like Google Reviews for Business, Facebook, or Trustpilot. Testimonials . Scatter some delicious "content breadcrumbs" to lure visitors for further interaction with your website. Put links to the most engaging posts you published or integrate your Instagram/Facebook newsfeed. This way visitors will stay on the website longer and become more engaged with your brand. Blog posts or integrated Instagram page . Repeat your call to action, provide the needed info to contact your business. Studies show that if a call to action is repeated at least two times, the chance of conversion is higher. Contacts and Call To Action #2 This structure is not mandatory, experiment and apply your vision. Here are that can give you some inspiration for creating your own. 15 local business websites Tactic #3: Reputation management and review platforms Let's imagine you are looking for a clinic and found several ones. What will you do next? We bet you will go read reviews about them. That's the right thing to do – nobody buys a pig in a poke, especially when it concerns health. The same thing works for your local business – it's important to receive a lot of good reviews if you want to have a steady flow of clients. Reviews improve your local SEO, get more traffic to your locations, and help sales managers to persuade visitors. So it's especially important to have your Google My Business, Facebook Reviews, and Yelp profiles nice and shiny. How to get it done properly and leave your competitors in the dust? The old way is to ask for reviews in person. That's ok – the personal approach always works. But people could easily forget about your request. Or your receptionist is too shy to ask. Or… there are a lot of barriers that decrease the potential number of reviews. But there is one bulletproof way to increase them – use reputation management software ( , , or ). A modern reputation management platform can help you in the following ways: Podium Reputation.com Pluspoint . Via SMS, emails, or both. Using this way, you can receive up to 3x more reviews than usual. Remind customers to leave a review after their visit . Just put them on your main public spots – and it will be easy to leave a review instantly on the location. Get more reviews from customers on locations, with the help of QR codes Well, you don't want to spoil your rating, right? The platforms allow you to learn from negative reviews but avoid them becoming public. Intercept negative reviews. . See a big picture of your local business reputation by analyzing review trends, lifecycle, and key insights. Manage and analyze feedback from several locations and platforms Positive reviews usually are the main factor that influences a customer's buying decision at the consideration stage. Vice versa, negative reviews are a stumbling block for visiting your business. On average, our customers see 3x times increase in positive reviews. Tactic #4: Google, Youtube, and Facebook microtargeting for local businesses Google, Youtube, and Facebook advertising could drastically increase awareness about your local business. These channels could be quite expensive, but if you leverage their main advantage – the ability to target ads locally, you will achieve impressive results without spending bags of money. Think of yourself as a sniper, who works precisely and doesn't make a lot of moves. First, you need people from a certain location, so use the location targeting option which will show ads to people only in a certain area or even by postcodes. Second – use demographic and interest filters to target people who could benefit from your business's services. For example, you own a restaurant and want to increase the number of orders from IT developers – there are a lot of such offices in your area. You can create an ad that appeals just to this audience and target it to IT developers within a one-kilometer radius. Creating such ad campaigns requires some skill, so maybe it's a good idea to find a freelancer who could get it done for you. Tactic #5: Search Engine Optimization What is the second-highest mountain in the world? It's hard to answer this question, right? Because we remember only the firsts. The same with search results – companies from the first results page receive 95% of the whole traffic and the first position has 33% of all clicks! To make your local business successful you have put your flag on that Everest. Here are some tips to get it done: Phrases like "home services London", "clinic nearby" increase your positions in a local search, so make sure you include them in the headings of your website. Also, make sure to include keywords in the blog articles you publish. can help you to find relevant keywords. Include local keywords into your website. Keyword Planner Search engines take reviews into account and put local businesses with a big number of reviews first. Increase the number of reviews on Google Maps, Facebook, and other platforms. Search engines don't like slow websites – use to evaluate your load speed. Make sure your website speed is optimized. PageSpeed Insights If any media or blogs publish information about you – make sure they link to your website. Also, you can ask an SEO specialist to buy links for you. Get external links to your website. Tactic #6: PR and media Any media platform is a good way to bring both short and long-term traffic to your location. You can have a boost in awareness after publication, and if people search for your business on the internet later, they trust you more if they find a story about you. First of all, we talk about free publications. Media publications can be quite expensive, but there are ways to publish a story for free. Usually, journalists agree to publish such materials for free: People are always interested in success stories, so if you share how exactly you hit a home run, there is a big possibility that the media will gladly publish it. Your business story. If you are engaged in some local activities that help your city – share your experience about it. Why did you start it? What was the reaction from your clients? What results did you achieve? How your business helps local causes. Industry media often write about big changes in companies. For example, if you received an award or opened a new location – most probably, the media will publish a piece about it. Major news about your business. Write an article about an interesting topic in which you are an expert. For example, an automotive business owner can provide a checklist on how to prolong the life of a vehicle, a restaurant owner can share some holiday recipes, etc. Your expert opinion or advice. Choose some local media, not national media – it will be easier to have a piece there. Also, try to move in the same circles with journalists and editors beforehand – at least connect with them on social media and start to engage with the content they publish. Let's pause here for a moment: in this part, we’ve covered the most common tactics for local business marketing like offline advertising, website, reputation management, online ads, SEO, and PR. Those strategies have been proven time and time again and most likely would already give you significant market exposure in your local area. In the next article, we will continue to explore other modern ways to grow your business and build a sustainable competitive advantage. Originally published . here

Why A Dinosaur Statue Might Be Good For Local Business Marketing-Part 1

Advertising on the internet, as we know it, is dead. Long live advertising! That may sound like hyperbole, but it is in fact where we are headed, and some, like myself, will argue that we are already there. I will lay out, what I believe, is sound reasoning for my thinking over the next few paragraphs. I would also like to talk about a few new technologies, blockchain and cryptocurrency, that will usher in a new wave of decentralization that can get brands closer to the consumer than ever before. Digital programmable money, with no middlemen, is poised to change eCommerce and online advertising forever. As an engineer who has spent the last few years building technology to grow an eCommerce shop, I have had that “aha moment” where one realizes how deeply important online advertising is to eCommerce. It is important not just because of the most obvious reason: growth, but also because eCommerce is a vastly different animal than a traditional store. A store that has nice isles, limited inventory, is generally a well understood thing. We’ve been doing that for a few thousand years. The tale-end of eCommerce with the millions of SKUs available for sale and the discovery of those SKUs has its fate very much intertwined with advertising. Advertising aids eCommerce in discovery, helps with personalization, and obviously with growth. There are so many other areas where eCommerce and online advertising intersect, so much so, that it’s hard to tell the difference. For example Amazon is en route to become the biggest advertising platform on the internet, which I firmly believe will surpass both Google and Facebook in this regard. Advertising is one of the main reasons Amazon had a 25% jump in their stock price recently; their advertising money is going to quintuple in the next few years. . People advertise all manner of stuff on the internet, but eCommerce is the best kind, arguably most useful, and least divisive type of advertising. With the staggering growth over the next ten years, to trillions, eCommerce is poised to become online advertising most important patron. So in essence this is not a one way street, online advertising needs eCommerce just as badly as the other way around; in order to pay those bills. Quintuple Why is advertising dead? Let’s take a look at the facts. There are only a few huge players doing well with powerful ad-tech on the internet. Those players are all monopolies in their respective areas; Google in search, Amazon in eCommerce, and Facebook in social. These giants have become the De facto in the modern age. That in of itself is problematic but this article isn’t just about that. It’s about the fact that consumers hate ads on the internet and rightly so. The largest growing demographic that every brand covets and wants to attract, the millennial, has the highest usage of ad blockers of any generation. This group thinks advertising is badly broken, as someone of that group I agree with that thinking. gate keepers of all growth for any company Who can blame us? User data is brokered without the users knowledge, often consented by vague terms of use and privacy policy documents that no one reads. There is zero accountability on data hoarding and subsequently data is hacked left and right with no consequences. Literally everything is collected by these walled gardens because, why not. Zero accountability and cheap data means you can afford to hoard it all. The truth is no one needs this much data to run their business. With the recent , where over a hundred million users lost their personal data to criminals, and with the that type of data collection, without any rules, is coming back to haunt us and it will only get worse. Equifax hack recent election If the fact that the ad-blocking arms race is only and advertisers are upsetting and alienating their biggest growing audience isn’t scary, keep on reading. that allow for the targeting of emotional teenagers, such as the ones Facebook allowed and got in trouble for . The liability brought on by all this data hoarding is insane, this model is broken for the tech giants too but they just refuse to accept it. getting worse Targeting models here The real value-add from data that advertisers covet, which by the way, isn’t everything, is never shared by the gate keepers, Google and Facebook. They let advertisers get a taste of it on their platforms but they can never take it out, hotel California. They can use it for targeting on those platforms, but have to . In essence this only enriches one group at the expense of everyone else. Users don’t benefit from this, brands don’t benefit from this, and publishers don’t benefit from this. This is a broken model and not to beat a dead horse but . keep it in the garden silicone valley is not an advertisers friend or the users friend for that matter anymore Advertising is broken for users, publishers, and advertisers. It’s only not broken for the walled gardens. More reasons why Ads suck. Outside of the giants the technology behind most advertising today is terrible and full of fraud. Ads that hijack and crash your browser, suck out your data plan, and drain your battery are also , they to perpetuate ad fraud. Ads that are using your browser to , large giants putting their . Anti competitive ads on the . If all of that does not convince you that advertising on the internet is broken, I don’t know what will. very wrong download gigabytes of data mine computer code thumb on the scale front page on the internet How do we fix it? Blockchain technology, the backbone of cryptocurrencies, has properties that can transform the advertising industry. In fact, I will go as far as to say that a new ad-tech renascence will be upon us very soon. As an engineering leader, and a doer, I don’t like to make claims that can’t possibly be accomplished. So this opinion of mine is in large part from evidence of what is happening on this space and from my little experience and exposure to this technology so far. As evidence, a few of the largest Initial Coin Offerings to date, and some of the most promising, have been focused on the ad-space and some will deliver, although plenty will also fail. For those readers who don’t know, An initial coin offering is when a company issues tokens for sale, much like a kick-starter capaign, that they then plan to use in some novel way as a core part of their product. This piece of innovation was brought to us thanks to blockchain technology, for better or worse. There will be so many unforeseen uses of this technology and that is one of the biggest reasons why I am so optimistic. One of the most successful tokens that will have massive impact on the advertising industry is the . The BATs token is something brands, merchants, and really any advertiser can use in the BATs Brave browser in order to reward users for seeing their ads, users won’t want to block ads that pay them. The folks behind this ICO will help advertisers push ads that users do not want to block. If you use an ad-blocker with BATs you won’t be rewarded for seeing the ad. This is very different from having middlemen like Google or Facebook get paid for an Ad which gives zero of those dollars to the consumer and which ultimately has led us down to this ad-blocking arms race. Basic Attention Token (BATs) ICO Right from the BATs homepage. I don’t own any BATs coins, nor do I believe that this will be the only innovation to hit online advertising out of blockchain technology. In fact, I believe it’s only a matter of time before someone figures out a way to use blockchain to do this across every browser, every device, and not limit it in the ways that BATs is limited. The ad-blockers can become an advertisers best friend on a blockchain ads platform, not their enemy. Tame the data collection beast. The massive data collection beast can also be tamed. If data costs money and that money goes to the user and the user has the power to decide how much to share, how much to sell, and how much to sell it for, that is a transparent and fair advertising model that does not alienate anyone. It will get real expensive real fast to hoard data. Blockchain technology and cryptocurrency can help make this a reality. Again, I like to think I am a realist, one could also create this sort of thing without those technologies but there is massive frictions in place right now. Don’t get me wrong Google, Facebook, and Amazon are useful in spite of ads and they will continue to hoard your data and not give you a dime long after this tech becomes a success. This article is not to say that blockchain will eliminate the usefulness of search on the internet, it won’t, nor will it stop these giants from collecting everything. It will, however, create new channels and refine the vast majority of the existing channels for advertisers to connect with their users. It will give power back to the open internet. Most importantly it will divert ad dollars, from these middlemen that are now more focused than ever on milking everyone on their platforms, to more useful and interesting programs that eCommerce can benefit from. These technologies make it so programmable money means not sharing your bank account for a few ad dollars, or waiting months for a little cashback like millions of folks do with EBates. Not to mention the fees in place with the current financial system, the trust model needed to execute this and the list of friction goes on and on. On the blockchain users can opt into sharing their data willingly and collecting cryptocurrency every time it is bought and sold. Now that is a great model that will benefit the brands and advertisers on the internet as well as users. It is a flip on the current model where it is bought and sold anyway and user does not see a dime of it. Imagine sitting back and getting paid for your browsing history and what products you looked at on Amazon rather than having that valuable info stolen and leased out by walled gardens for their own enrichment. The blockchain through smart contracts can also punish those that don’t use the data for the intended reasons. The fraud can be managed through the blockchain too and believe me as someone in this space . there is a lot of fraud For the advertisers, brands and startups looking to grow in this new age of decentralized advertising, that promise of direct to consumer will finally be real again. With micro payments and friction-less programmable money that can reward users in real-time all kinds of marketing programs become possible. Blockchain and Cryptocurrency will do for commerce and advertising just as much as the early internet did for it. We have a long way to go for sure but this is one of our best chances to turn the tide and get there. The shear amount of excitement alone can propel this to places few other technologies have gone in the past. In conclusion. Online advertising is struggling right now but cryptocurrency and blockchain technology is poised to create a reshuffling of the middlemen that has not been seen for a long time. The decentralized early internet brought with it that direct to consumer promise for many small brands and startups; no more big chain retailers blocking a great brand from selling their stuff, they could put it online and bypass all of that. It brought with it the promise of the removal of the gatekeepers to growth. The old media, television and radio companies, used to control whose commercials show and whose don’t. They controlled this for nearly a hundred years and with that the fates of many companies and ideas rested in their hands. The internet ripped that apart in less than ten years. I that the difference between this new technology and the existing is subtle but massive. Just like an ordinary dial tone from an ordinary phone is subtly different from one that can connect you to a digital interconnected network. wrote before

eCommerce and Advertising on the Blockchain

Initial Coin Offerings in 2017. Here is a short list of recent ICOs, and their fundraising results: have raised $200 million dollars Basic Attention Token — $35 million USD Storj — $30 million USD Waves — $16 million USD Qtum — $15.7 million USD Gnosis $12.5 million USD Iconomi — $10.5 million USD Golem — $8.6 million USD So what is an ICO? ICO’s are an old phenomenon in the blockchain space with a new brand name. The word ICO is merely a synonym for an ‘unlicensed security’. ICOs are released to investors under a pretense of venture equity, but with the specific purpose of circumventing SEC authority and control. ICO fundraisers leverage the confusion around ‘blockchain technology’ to swindle uninformed consumers with false promises, dubious claims, and dishonest terms related to their ‘high yield’ investment opportunities. Here’s the state of the ICO/Token industry today: Token-based fundraising and company valuations are 5x-10x higher than incumbent fundraising mechanisms, with no investor protection Retail Investors are left holding these worthless securities , unable to comprehend what risk they’ve agreed to in lieu of real world assets are operating these schemes unscathed, and without even so much as reputational damage to their name in exchange for dumping these securities onto victims Previously fined offenders Elaborate schemes are undertaken to project scarcity, where no scarcity exists, for the promotion of ‘tokens’ Inventory of these so-called ‘decentralized’ ICO tokens sit on exchanges where they are actively traded, and rarely (if ever) withdrawn for use To date, there has never been a ‘consumption’ of a token that offers an efficiency over incumbent online solutions. In many cases, it is unclear how these tokens are anything more than unsecured and poorly structured liabilities issued by the ICO team. It is unclear why ‘blockchain’ is needed for any of these projects, other than as a mere label, in which to dodge regulatory enforcement. ‘Tokens’ have preexisted blockchain by decades, and are in widespread use in incumbent data systems. The only new ‘development’ that is causing the rise in these platforms, is the lack of SEC action in response to increasingly aggressive fundraiser claims. How did we get here? Clearly Bitcoin was the precursor. Bitcoin’s success was an unplanned experiment which culminated in a massive bubble during 2013. But as Bitcoin’s market cap growth stalled in 2014, Venture capitalists began early attempts at recreating the manic euphoria of the Bitcoin movement in the years prior. David Johnston (Factom) and Ethereum promoters led much of that discussion, with many of today’s fundraising buzzwords coined in that they promoted. Over time, more established, and vocal . various papers and guides Venture Capitalists began to chime in Fast forward to today, and these ICOs are effectively pitching the security as to Silicon Valley success. the common man’s ticket If the ICO term sounds eerily similar to “IPO” well, that’s no coincidence. In the minds of , an ICO is an IPO. ICO proponents will of course state otherwise, but the difference between these terms is increasingly cosmetic. impressionable and inexperienced Here’s what IPOs and ICOs have in common Both are sold at the onset of a venture, to fund a team of corporate officers for deployment of a venture Both are marketed by teams of promoters for sale on exchanges (though ICO promoters are far more aggressive operations) boiler rooms Both ICO and security exchanges are nearly identical (or strive to be) in their design, and trade features Here’s what’s different ICO has ‘blockchain’ in it. Though what that means? Well, no one really knows, or cares. There are no regulations, constraints, or pretense of investor guarantees on ICO offerings There is very little due diligence being performed on these offerings, and it is for to launch these offerings without restraint routine practice convicted offenders The ‘rights’ offered to shareholders are shockingly limited. There is generally no pretense of signing legally valid documentation for profit sharing, voting, auditing, or corporate rights of any kind - despite the fact that promoters often promise that their schemes will permit these things Members of the ICO promoters and marketers are generally given inventory, alongside insider information in the venture, and use this position to exit their risk onto investors immediately after ‘going public’ (and before building a product) What’s the Problem? When ICO’s deliver 100% of the company’s expected receivables at launch, founders are incentivized to leave their project immediately thereafter As such, these projects are increasingly resembling classical ponzis, with the losses borne by ordinary blue-collar Americans No pretense of accuracy or responsibility for claims have led to ornate perpetual motion schemes receiving funding, at expense to humbler better-grounded offerings. Incumbent and regulated VC models are no longer sustainable fundraising options, as the returns from ICO ponzis are starving out capital and perverting investor expectations The common narrative amongst investors is surprisingly simple: Great fortunes were made in Bitcoin, this is your chance to get in on Bitcoin riches. And this narrative is so ingrained in the minds of investors that . websites exist to strengthen and quantify the claim For the ICOs that have already run their course, victims will not speak out. , or that they would not be able to exit their meager positions by doing so. They believe that either they themselves are fully responsible for their loss There is no ICO success story. Like all ponzis, ICOs are nearly guaranteed to be profitable until the time at which capital inflow has ceased. The success stories merely exist amongst the lucky, or those with insider information on when to pull out of the schemes. Where’s it going? Left unabated, ICOs will completely displace any pretense or recognition of security regulation law Boiler rooms will continue to grow more aggressive in finding ignorant and unaware Americans to prey on Facebook, Youtube, and other social media ads will grow more brazen with their claims, and less scrupulous with their demographic targeting Self-help coach, Youtube, and Celebrity endorsement schemes will continue to grow into organized affinity fraud Unrepentant and serial offenders will continue to run subsequent and larger rounds of ICO schemes space will use the moniker “ICO/Token/blockchain”, to raise capital without the cost or liability associated with traditional securities regulation Companies completely outside the blockchain ICO claims will grow increasingly detached from the limits of science and meaningful progress designed to indemnify operators, and promote these practices Industry representatives will sponsor bills and advocate legislation So what’s next from here? The ICO industry will get as big as the SEC decides it should be. Though I’m sure that recent were a fine use of its resources, such scandals have now been dwarfed by the growth of the ICO market. My assumption is that reputational damage to the SEC will grow commensurate with this market. high profile actions Ridicule of the SEC’s authority is already common amongst investors, and will spread to fundraisers themselves. Such disdain is already at so great a level that , but with the word ‘blockchain’ in their prospectus. this Texas company would appear to be recreating the original Howey Test So-called ‘Blockchain’ securities have become , the fallout for which will eventually become a burden to American citizens and taxpayers. An ‘ICO’ is merely a label that’s been assigned to the current state of a securities regulation vacuum. There’s nothing ‘blockchain’ about tokens. a return of the South Seas Bubble Dear SEC: ICO’s and Tokens are killing innovation. Special thanks to the silent contributors to this letter. For supplemental audio version of these concerns take a listen to this interview with Izabellla Kaminska of the Financial Times (and Junseth) summarizing the state of the ICO industry well. is how hackers start their afternoons. We’re a part of the family. We are now and happy to opportunities. Hacker Noon @AMI accepting submissions discuss advertising & sponsorship To learn more, , , or simply, read our about page like/message us on Facebook tweet/DM @HackerNoon. If you enjoyed this story, we recommend reading our and . Until next time, don’t take the realities of the world for granted! latest tech stories trending tech stories

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