{"id":7580,"date":"2023-03-08T22:06:28","date_gmt":"2023-03-09T03:06:28","guid":{"rendered":"https:\/\/www.cadena.com.co\/?p=7580"},"modified":"2023-03-08T22:06:28","modified_gmt":"2023-03-09T03:06:28","slug":"technology-and-marketing-in-business-today","status":"publish","type":"post","link":"https:\/\/www.cadena.com.co\/en\/technology-and-marketing-in-business-today\/","title":{"rendered":"Technology and Marketing in business today"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"7580\" class=\"elementor elementor-7580\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4ee8765f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4ee8765f\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5b49fd2\" data-id=\"5b49fd2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7870cdf3 elementor-widget elementor-widget-text-editor\" data-id=\"7870cdf3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><\/p><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column entradillasBlog\"><div class=\"wpb_wrapper\"><p><span style=\"vertical-align: inherit;\">When technology is at the service of marketing, businesses benefit from better consumer knowledge and the capture of their data to manage, analyze and use it to respond to their needs with timely information.<\/span><\/p><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p><span style=\"vertical-align: inherit;\">Industries today are challenged to\u00a0 <\/span><strong><span style=\"vertical-align: inherit;\">move from data capture to:<\/span><\/strong><\/p><ul><li><span style=\"vertical-align: inherit;\">Manage what they know about their customers and potential consumers.<\/span><\/li><li><span style=\"vertical-align: inherit;\">Classify the information.<\/span><\/li><li><span style=\"vertical-align: inherit;\">See the qualities of the records and transform them.<\/span><\/li><li><span style=\"vertical-align: inherit;\">Go from figures to interpretation.<\/span><\/li><li><span style=\"vertical-align: inherit;\">Segment your audiences.<\/span><\/li><li><span style=\"vertical-align: inherit;\">Create differentiated value propositions and communicate them effectively.<\/span><\/li><li><span style=\"vertical-align: inherit;\">Implement more targeted plans that create experiences, motivate and facilitate their actions.<\/span><\/li><\/ul><p><span style=\"vertical-align: inherit;\">For this reason, according to Eva Patricia Fern\u00e1ndez, producer at Creta Producciones and trainer in big data and digital strategy, beyond knowing how many people see, follow or like a brand, it is valuable to know how the people\u00a0 <\/span><strong><span style=\"vertical-align: inherit;\">who are behind these actions, who is in their immediate circle, what is their lifestyle, how they behave in other scenarios, what they believe in, what they talk about, what they need, among other factors that will lead to a new relationship in<\/span><\/strong><span style=\"vertical-align: inherit;\"> \u00a0which consumers are no longer as loyal, but they do recommend the products and services they like to other people.<\/span><\/p><\/div><\/div><h2 class=\"vc_custom_heading\"><span style=\"vertical-align: inherit;\">This way you can transcend to new interactions with your audiences<\/span><\/h2><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><div class=\"contDrop\"><div class=\"dropcap bgtecnologia\"><span style=\"vertical-align: inherit;\">1<\/span><\/div><p><strong><span style=\"vertical-align: inherit;\">Have a business goal. <\/span><\/strong><span style=\"vertical-align: inherit;\">\u00a0The world says \u201cno\u201d to marketing strategies atomized in technologies and to channels without clarity in the indicators that must be impacted; on the contrary, it says \u201cyes\u201d to\u00a0 <\/span><strong><span style=\"vertical-align: inherit;\">well-defined challenges and executed in an omnichannel manner. <\/span><\/strong><span style=\"vertical-align: inherit;\">\u00a0This can be done for one or several customer groups based on segmentation criteria and other business rules.<\/span><\/p><\/div><div class=\"contDrop\"><div class=\"dropcap bgtecnologia\"><span style=\"vertical-align: inherit;\">2<\/span><\/div><div><p><strong><span style=\"vertical-align: inherit;\">Define data sources.\u00a0<\/span><\/strong><span style=\"vertical-align: inherit;\">They may be:<\/span><\/p><ul><li><span style=\"vertical-align: inherit;\">Filling out physical and digital forms.<\/span><\/li><li><span style=\"vertical-align: inherit;\">Visual registration through sensors, labels, cameras.<\/span><\/li><li><span style=\"vertical-align: inherit;\">Behavior maps.<\/span><\/li><li><span style=\"vertical-align: inherit;\">Social media analytics.<\/span><\/li><li><span style=\"vertical-align: inherit;\">Geolocation such as IP records, access data and information consumption.<\/span><\/li><li><span style=\"vertical-align: inherit;\">Maps of value relationships (friends, followers, groups).<\/span><\/li><li><span style=\"vertical-align: inherit;\">Wareables that capture data through clothing, glasses, watches, tattoos or bracelets.<\/span><\/li><li><span style=\"vertical-align: inherit;\">Cookies to know, for example, screen times, reading habits.<\/span><\/li><li><span style=\"vertical-align: inherit;\">Records of consumption of applications and networks, among others.<\/span><\/li><\/ul><p><span style=\"vertical-align: inherit;\">The best example of the staging of technology for data capture and the memorable experience is the\u00a0 <\/span><a href=\"https:\/\/www.amazon.com\/b?ie=UTF8&amp;node=16008589011\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"vertical-align: inherit;\">Amazon Go<\/span><\/a><span style=\"vertical-align: inherit;\"> store in New York, where the user, simply by scanning his mobile at the entrance, purchases the products without going to the store. checkout, or interact with a human being.\u00a0<\/span><strong><span style=\"vertical-align: inherit;\">Your purchases are recorded and charged through cameras, sensors and artificial intelligence.<\/span><\/strong><\/p><\/div><\/div><\/div><\/div><div class=\"g-cols wpb_row type_default valign_top vc_inner\"><div class=\"vc_col-sm-3 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\u00a0<\/div><\/div><\/div><div class=\"vc_col-sm-6 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-video ratio_16x9 align_left\"><div class=\"w-video-h\"><iframe src=\"https:\/\/www.youtube.com\/embed\/NrmMk1Myrxc\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-3 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\u00a0<\/div><\/div><\/div><\/div><div class=\"w-separator size_small\">\u00a0<\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><div class=\"contDrop\"><div class=\"dropcap bgtecnologia\"><span style=\"vertical-align: inherit;\">3<\/span><\/div><p><strong><span style=\"vertical-align: inherit;\">Manage the data.\u00a0<\/span><\/strong><span style=\"vertical-align: inherit;\">You can extract, load, merge, transform, save, retrieve, traverse, and most importantly\u00a0 <\/span><strong><span style=\"vertical-align: inherit;\">use them to target actual and potential audiences. <\/span><\/strong><span style=\"vertical-align: inherit;\">\u00a0This was done, for example, by the Spanish soccer team Getafe which, given the low attendance of spectators at its stadium, created the Getafinder application to find a partner. The app allowed it to capture a large database, increase attendance at matches by 32% and renew 92% of its subscribers to 11,500 people.\u00a0<\/span><strong><span style=\"vertical-align: inherit;\">Individualized communications, chip cards, 3D visualization of the view of the game from stadium chairs<\/span><\/strong><span style=\"vertical-align: inherit;\"> \u00a0and mobile season ticket sales also had an impact on the results.<\/span><\/p><\/div><div class=\"contDrop\"><div class=\"dropcap bgtecnologia\"><span style=\"vertical-align: inherit;\">4<\/span><\/div><p><strong><span style=\"vertical-align: inherit;\">Store. <\/span><\/strong><span style=\"vertical-align: inherit;\">\u00a0Identify where to take the information so that it is secure and accessible. For this, there are\u00a0 <\/span><em><span style=\"vertical-align: inherit;\">data warehouses<\/span><\/em><span style=\"vertical-align: inherit;\"> , data lakes and other tools with different capacities, processing, support, agility and assurance. The key here is being able to access the information in a comprehensive and timely manner to enable the strategy in real time.<\/span><\/p><\/div><div class=\"contDrop\"><div class=\"dropcap bgtecnologia\"><span style=\"vertical-align: inherit;\">5<\/span><\/div><p><strong><span style=\"vertical-align: inherit;\">Data strategy, the next step. <\/span><\/strong><span style=\"vertical-align: inherit;\">\u00a0It consists of activating the data in a business sense. For this reason, companies such as BBVA and Telef\u00f3nica created the\u00a0 <\/span><strong><span style=\"vertical-align: inherit;\">position Chef Data Officer to support the strategic, operational and tactical decisions of senior management. <\/span><\/strong><span style=\"vertical-align: inherit;\">\u00a0It is not just defining a plan, it is also having the necessary tools and architecture to execute it.<\/span><\/p><\/div><div class=\"contDrop\"><div class=\"dropcap bgtecnologia\"><span style=\"vertical-align: inherit;\">6<\/span><\/div><p><strong><span style=\"vertical-align: inherit;\">Develop content, stories, and media for each segment, or even for each individual. <\/span><\/strong><span style=\"vertical-align: inherit;\">\u00a0For Heineken, a communication must be created with a central message that is delivered in different ways to various audiences. It suggests the formula 80% \u2013 20%, in which\u00a0 <\/span><strong><span style=\"vertical-align: inherit;\">the highest percentage is the common message and the rest is dynamic content according to the preferences of each segment or person. <\/span><\/strong><strong><span style=\"vertical-align: inherit;\">It recently did so with a precision marketing<\/span><\/strong><span style=\"vertical-align: inherit;\"> \u00a0strategy\u00a0 , in which travelers to Amsterdam were identified and offered a beer that was made 30 days prior to their arrival, information was sent to them on the artisan process of the drink and, upon arrival, a guide map of the city built according to the preferences obtained from your data and social networks.<\/span><\/p><\/div><\/div><\/div><div class=\"g-cols wpb_row type_default valign_top vc_inner\"><div class=\"vc_col-sm-3 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\u00a0<\/div><\/div><\/div><div class=\"vc_col-sm-6 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-video ratio_16x9 align_left\"><div class=\"w-video-h\"><iframe src=\"https:\/\/www.youtube.com\/embed\/I67aOPfoL2k\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-3 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\u00a0<\/div><\/div><\/div><\/div><div class=\"w-separator size_small\">\u00a0<\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><div class=\"contDrop\"><div class=\"dropcap bgtecnologia\"><span style=\"vertical-align: inherit;\">7<\/span><\/div><p><strong><span style=\"vertical-align: inherit;\">Implement technologies at the service of marketing and e-commerce. <\/span><\/strong><span style=\"vertical-align: inherit;\">\u00a0Sell \u200b\u200bmore and better by taking advantage of that value relationship that is created with the public. Totto, considered one of the best virtual retailers in Colombia, created a digital sales strategy that involved renewing its web platform so that it had greater capacity, design, usability, and\u00a0 <\/span><em><span style=\"vertical-align: inherit;\">checkout<\/span><\/em><span style=\"vertical-align: inherit;\"> .<\/span><\/p><\/div><p><span style=\"vertical-align: inherit;\">\u201cThe digital revolution today ranges from social networks, mobile devices, analytics and the\u00a0 <\/span><em><span style=\"vertical-align: inherit;\">cloud<\/span><\/em><span style=\"vertical-align: inherit;\"> , to DARQ technologies \u2014for its acronym in English\u2014 that integrate four new trends: distributed ledgers, artificial intelligence, augmented reality and quantum computing\u201d , emphasizes Eva Fern\u00e1ndez.<\/span><\/p><p><span style=\"vertical-align: inherit;\">As these tools reach the necessary maturity and convergence,\u00a0 <\/span><strong><span style=\"vertical-align: inherit;\">companies will need to expand their capabilities to create intelligent, highly personalized experiences<\/span><\/strong><span style=\"vertical-align: inherit;\"> \u00a0that help shape the lives of their customers, business partners, and employees.<\/span><\/p><\/div><\/div><h2 class=\"vc_custom_heading\"><span style=\"vertical-align: inherit;\">Three technologies that you can implement in your business<\/span><\/h2><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><div class=\"contDrop\"><div class=\"dropcap bgtecnologia\"><span style=\"vertical-align: inherit;\">1<\/span><\/div><p><strong><span style=\"vertical-align: inherit;\">Automated Marketing:\u00a0<\/span><\/strong><span style=\"vertical-align: inherit;\"> Software\u00a0 that integrates databases, email strategies, and measurement <\/span><em><span style=\"vertical-align: inherit;\">and<\/span><\/em><span style=\"vertical-align: inherit;\"> \u00a0personalization tools with greater agility and increased ROI.<\/span><\/p><\/div><div class=\"contDrop\"><div class=\"dropcap bgtecnologia\"><span style=\"vertical-align: inherit;\">2<\/span><\/div><p><strong><span style=\"vertical-align: inherit;\">Precision marketing:\u00a0<\/span><\/strong><span style=\"vertical-align: inherit;\"> capture information from contacts based on their\u00a0 <\/span><em><span style=\"vertical-align: inherit;\">online<\/span><\/em><span style=\"vertical-align: inherit;\"> behavior , to segment and impact them with content and personalized campaigns automatically.<\/span><\/p><\/div><div class=\"contDrop\"><div class=\"dropcap bgtecnologia\"><span style=\"vertical-align: inherit;\">3<\/span><\/div><p><strong><span style=\"vertical-align: inherit;\">Artificial intelligence:\u00a0<\/span><\/strong><span style=\"vertical-align: inherit;\"> tools that adapt in real time to the behavior of users with data interpretation, process improvement, personalized attention and data management.<\/span><\/p><\/div><\/div><\/div><div class=\"wpb_text_column recuadros brtecnologia\"><div class=\"wpb_wrapper\"><h4><span style=\"vertical-align: inherit;\">In Chain we transcend<\/span><\/h4><p><span style=\"vertical-align: inherit;\">We accompany organizations so that their technological transformation and their marketing processes impact the interaction with their audiences and thus reach more and better clients.<\/span><\/p><h4><span style=\"vertical-align: inherit;\">How do we do it?<\/span><\/h4><ul><li><span style=\"vertical-align: inherit;\">We enable marketing strategies with solutions that provide a superior experience with a good cost-effectiveness in communication and strengthening relationships.<\/span><\/li><li><span style=\"vertical-align: inherit;\">We develop services that, based on customer knowledge and the intensive use of data, allow you to communicate effectively and achieve the results set for your company.<\/span><\/li><li><span style=\"vertical-align: inherit;\">We improve the effectiveness rates in communications to retain, recover and increase customer purchases.<\/span><\/li><li><span style=\"vertical-align: inherit;\">We have technological and operational capabilities to perform data analytics, enable corporate strategies and turn them into effective communication actions.<\/span><\/li><li><span style=\"vertical-align: inherit;\">We understand consumer actions through individualization and\u00a0 <\/span><em><span style=\"vertical-align: inherit;\">customer journeys<\/span><\/em><span style=\"vertical-align: inherit;\"> to measure and execute impact actions.<\/span><\/li><\/ul><h4><span style=\"vertical-align: inherit;\">Main achievements<\/span><\/h4><ul><li><span style=\"vertical-align: inherit;\">Eight million Colombians contacted month by month in omnical strategies.<\/span><\/li><li><span style=\"vertical-align: inherit;\">The ability to design and execute campaigns and communications with more than 256 variations or segmentations that individually impact our clients&#8217; clients.<\/span><\/li><\/ul><h4><span style=\"vertical-align: inherit;\">Contact<\/span><\/h4><p><strong><span style=\"vertical-align: inherit;\">Manuel del Corral Restrepo<\/span><\/strong><br \/><span style=\"vertical-align: inherit;\"> Market Business Development Manager <\/span><br \/><a href=\"mailto:manuel.delcorral@cadena.com.co\"><span style=\"vertical-align: inherit;\">manuel.delcorral@cadena.com.co<\/span><\/a><\/p><\/div><\/div><\/div><\/div><div class=\"wpb_text_column recuadros brtecnologia\"><div class=\"wpb_wrapper\">\u00a0<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><p><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>When technology is at the service of marketing, businesses benefit from better consumer knowledge and the capture of their data to manage, analyze and use it to respond to their needs with timely information. Industries today are challenged to\u00a0 move from data capture to: Manage what they know about their customers and potential consumers. Classify [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":4125,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[72],"tags":[],"class_list":["post-7580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tecnologia-en"],"_links":{"self":[{"href":"https:\/\/www.cadena.com.co\/en\/wp-json\/wp\/v2\/posts\/7580","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cadena.com.co\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cadena.com.co\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cadena.com.co\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cadena.com.co\/en\/wp-json\/wp\/v2\/comments?post=7580"}],"version-history":[{"count":0,"href":"https:\/\/www.cadena.com.co\/en\/wp-json\/wp\/v2\/posts\/7580\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cadena.com.co\/en\/wp-json\/wp\/v2\/media\/4125"}],"wp:attachment":[{"href":"https:\/\/www.cadena.com.co\/en\/wp-json\/wp\/v2\/media?parent=7580"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cadena.com.co\/en\/wp-json\/wp\/v2\/categories?post=7580"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cadena.com.co\/en\/wp-json\/wp\/v2\/tags?post=7580"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}