Optimize Your B2B Website To Be SEO-Friendly.

Your website is the equivalent of an always-on store, where visitors can view your products and learn more about your business anytime. Not optimizing your website for search engines like Google or Bing is like opening a physical store in an empty city: no one knows it exists, so no one can benefit from your products or services, no matter how good they are. 

Getting your website optimized for SEO is like giving your store a privileged location on the Internet, allowing it to give the best of itself.  

Some tips to help the SEO of your website:

• Identify the keywords your ideal customers/buyers are using, and then make sure those keywords are strategically placed on your web page, including page titles, H1 titles, meta descriptions, and even image alt text. 
• Ensure your page loads quickly ( you can do a speed test here ), and remove or adjust any components that slow down page load time. Site speed is an important factor in the ranking and positioning of web pages. More importantly, a slow-loading site can negatively affect your conversion rate.
• Avoid duplicate content on your pages. It isn’t good for search engines but for the user to read the same thing on multiple pages. Tailor your content to your audience and provide value through your website. 

Create Content For Customers And Prospects In Your Industry or B2B Company.

Content creation is a great way to position your industry company as a thought leader. With regular content posting, your current and potential customers can interact with your website regularly and consider your team as thought leaders in the industry.
Here are some tips for creating great content for manufacturers in the industrial sector :
Content ideas include creating a blog, publishing online guides, developing infographics, or producing short videos. Find out what topics are important to your customers by consulting your sales and customer service team or speaking with your most important customers.
Remember those SEO-friendly keywords I mentioned earlier? Be sure to incorporate them into your content.

Interact On Social Networks.

Social media platforms are, for many companies, very valuable places to make valuable contacts, including for companies in the industrial sector. An effective social media strategy requires dedication to posting the right content on the right channels. You can also use social media to connect directly with your customers and answer their questions. 

Some tips for managing your social media accounts:

• If you will use social media as a support or customer service option, make sure you have one person (or more) on your team dedicated to monitoring social media. Customer expectations for response time are high: most people expect a response within the first 24 hours. Slow response times or, worse, no response at all can drive customers away from your business.
• Just like your website must be optimized for search engines, social media posts must be optimized for distribution. Use appropriate (but not too many!) hashtags related to your business.

Launch Personalized Email Campaigns.

Email marketing is a valuable tool in any digital marketing strategy: it can convert subscribers to the company’s content into satisfied customers. It is one of the digital marketing tools with which you will obtain the best ROI. 

You must be careful with the recipients you are addressing, the subject lines, and the content you are writing, even when you launch the campaigns.  

Some tips for writing successful email marketing campaigns :

• Try to match the content of the email with your Buyer Persona. What type of content are your buyers interested in? Product promotions? Advice on the use of the product? Videos? Email personalization isn’t just about including the recipient’s name in the body. Incorporate the type of content they want to see, and they will be more likely to open emails.
• Don’t forget to include a call to action or the next step you’d like the recipient to take. Whether that means clicking through to your web page, purchasing a product, or subscribing to your blog, you must ensure you provide value on the other side of the click. 

Explore Paid Media Campaigns.

Digital advertising opportunities can also add value to your business, helping you reach potential customers where they already are: on search engines or social media. In a competitive industry, you can use Google Search Ads to get ahead of your competition so that your product or business appears at the top of search results. Or you can advertise on social networks to reach customers who spend part of their time on them. 

Tips to get started with your Paid Media campaigns

• More money doesn’t automatically mean more leads or sales for search ads. You will need to carefully select the keywords to bid on to target the right audiences. Don’t forget negative keywords; They can help exclude you from appearing in searches that don’t match your services. 
• Regarding Social ads, you have to know your buyers well. The finer the targeting of your ads, the better conversions you will get with them. These filters can include your customer demographics, interests, and behaviors. 

Take Advantage of Existing Tools To Optimize Your Company’s Digital Marketing In The Industrial Sector.

The right marketing technology often backs a strong digital industry marketing strategy. You don’t need all the tools in the world, but you will need some tools to help you create, launch, and track your campaigns. Evaluate the needs and objectives of your campaigns and combine them with the tools that best suit your team. 

Tips for finding the right marketing tools:

• The tools can help you manage customer relationships and data, automate marketing activities, send emails, post on social media, and much more.
• Sometimes you need a platform that can combine multiple tools into one, whether you need to collect contact information, nurture customers after a purchase, or track your sales pipeline. HubSpot, for example, offers CRM, marketing, sales, and customer service capabilities. Mailchimp can serve as your CRM tool and email marketing platform. 
• If you are a manufacturer looking to stand out in your industry, digital marketing can be the tool to differentiate yourself from your competitors. These tactics can help you reach potential buyers, make them aware of your services, and convert them into satisfied customers.

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To Overcome The Obstacles To Digital Transformation, You Must First Identify Them.

There are many obstacles to digitization. They can have organizational or financial origins.

The Lack Of Skills

Digitalization is synonymous with innovation. Digital transformation requires using specific tools, such as a digital workspace, a CRM or an ERP. Added to this is the implementation of new work processes. Skills seem necessary, touching on various fields.

The Financial Cost of Digital Transformation

The cost of digitization is high, between purchasing software licenses or new equipment, white label web development services, recruiting new talent, training, etc. The lack of financial resources can then constitute an obstacle to the digitization of companies.

Today, publishers like our partner Microsoft are developing complete Cloud solutions that combine all business applications, with Dynamics 365 and Office 365 in particular. These tools can help companies overcome the obstacles of digital transformation.

The Complexity Of a Digitization Project

Digitization is about more than just using new technologies. It is only enough to adapt existing models to obtain web formats.

The digital transition gives rise to new uses and requires you to rethink your organization and working methods. The corporate culture will necessarily be impacted.

The Refusal To Change in The Face of The Digital Transition

Some business leaders fear their employees’ reactions since digitalization can disrupt their habits. But in other cases, resistance to change may come from the leaders themselves.

They need to gain knowledge to avoid getting involved in the project. It raises many questions, such as those related to data security.

What Solutions Overcome The Obstacles of Digital Transformation?

Faced with these numerous obstacles, the company must develop a suitable organization to overcome them and complete its digital transition.

Raise Awareness, Train And Inform Your Employees. 

Communication and transparency are essential to overcome the fear of change. Your employees must have a better understanding of the project to be able to join it.

Training internal or external training is also necessary to help them improve their skills. In this way, the company acquires human resources to overcome digital transformation obstacles.

Analyze Your Problem And Set Clear Objectives.

Carrying out a digital business transformation in haste can cause you to incur unnecessary expenses. You risk investing in solutions that ultimately are poorly suited to your organization.

For a successful digital transition, taking stock of your objectives is essential. You can then prioritize them and plan your budget. You will also have time to study your needs and resources. Indeed, an internal restructuring can sometimes be enough to fill a lack of skills.

Get Support From Digital Professionals.

The help of a specialized service provider is essential to overcome the obstacles of digital transformation. The company can identify the solutions adapted to your structure and your organization. In particular, it can configure an efficient security system to remove all fears on this subject and assist your teams. The aim is to help them develop their skills.

What Are The Benefits of Digitization?

Digitalization must be seen as an opportunity for the transition to succeed, especially since the advantages are numerous.

A Digital Solution To Gain Agility

Reactivity and proactivity are more than ever required in the face of demanding and inconstant customers. Digitization is an asset for adapting to these new behaviours.

Indeed, it facilitates communication, whether internally or with customers. It also simplifies tedious and time-consuming tasks such as invoicing.

The Key To Productive Collaboration

Project management software, a messaging application, an online data storage platform… digitization gives access to various tools. These facilitate collaboration and remote work.

It is, therefore, essential in the face of the development of teleworking and for professions that require excellent mobility, such as commercial functions.

Increased Competitiveness Thanks To Digital

Thanks to digital tools, it is now possible to collect and process mass data. You can learn more about your customers and the impact of your marketing actions.

You can use this customer knowledge to refine your marketing and sales strategies and thus generate qualified leads.

The post How To Overcome The Obstacles Of Digital Transformation? appeared first on TechReviewsCorner.

Resilience In The Wind of Change

Digitization is a fundamental part of today’s and tomorrow’s systems, something we also saw during the pandemic. Companies that focus on digitization are doing much better. And the journey continues. The opportunities presented by digitization are too great, and the risks too high to approach the issue opportunistically or inconsistently. Here, it helps to formulate a digitization strategy with a vision of your goal that addresses the relevant areas. Digitization champions consistently cover the following areas:

• Configuration and development of digital products and services to entirely new business models and digital ecosystems
• Digitization of communication and customer retention
• Optimize core processes through operational efficiency/excellence
• Organizational and cultural transformation, including skills development
• The use of new technologies and infrastructures, such as data analysis, AI or cybersecurity, is a crucial enabler of digitization.

Value Creation Thanks To The Centrality of Data

The winners of today and tomorrow are companies with a data-centric culture and way of thinking. But what does it mean in practice? Data is at the core of the digitization strategy and is firmly embedded in the business: all processes, decisions and products must be based on a solid foundation of data. For a long time now, data is no longer “nice to have” but the basis of all business activities, from developing new market strategies, through process optimization, to recruitment. But data alone is not enough: data centrality requires the democratization of the tools that turn data into information critical to a company’s ability to compete in the marketplace.

Innovations Create An Advantage

Digitization is how companies constantly connect their processes to obtain information on data flows in real-time and open new value chains. While manufacturing companies optimize their production processes using the Internet of Things and predictive analytics and design new products using digital twins, cities and municipalities carry out innovative smart city projects with the same technologies.

The Path To An Optimal Customer Experience

Sailing in the wind of change is the intelligent thing to do. As much as charting the right course. While ancient sailors oriented themselves on the high seas using the position of the sun in the sky, the fixed point for companies trying to navigate various challenges must be the needs of their customers. In practical terms, it means constantly digitizing customer processes and analyzing touchpoints to anticipate their problems and wishes better. With this information, highly personalized customer experiences are possible at all touchpoints, providing customers and users with genuine added value. Daimler shows what this looks like in the auto industry with its networked vehicles. Many companies are turning to advanced analytics solutions with AI capabilities to create new business models and gain insights from the customer data they have collected.

Bringing All Partners On Board

Why do 70% of transformation projects fail to meet their goals? In addition to a non-existent or unsustainable digitization strategy, 93% of employees report skill gaps among their own IT staff. This makes it even more important to bring in partners who have industry knowledge, a broad portfolio, proven experience in transformation and security, and who know how to combine the advantages of digital technologies and sustainability strategies. There are also other essential factors here. As products and services are developed in partner ecosystems and dominate platform business models, co-innovation methods help bring different capabilities together. In addition, competitors can also be considered partners. Instead of working against each other, they must often cooperate to ensure their success and defend their markets. With a robust framework for co-innovation and cooperation,

What Is Beyond The Horizon?

Digitization has long helped open the doors to a better quality of life. For example, doctors can have more time for their patients because, in the future, AI will take care of all administrative tasks. Service technicians can reclaim valuable family time by being able to support machines remotely. The quality of life in cities can also be raised to a new level with holistic IoT and imaginative city concepts in terms of intelligent traffic control or intelligent energy concepts. And with fast mobile communication standards and secure IoT solutions, the quality of urban space is increasing and care in hospitals.

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What is Digital Marketing?

In simple terms, Digital Marketing is promoting your business using various digital channels to reach your target audience. You can use multiple digital channels like search engines, social media, emails, applications, etc. Digital marketing can be a very interactive way of marketing your products/services.

7 Reasons You Need To Adopt Digital Marketing Strategies in 2022

Times are changing and to run your business in such a competitive environment, you need to adopt new ways of reaching your audience. That’s where Digital marketing can change the way you are marketing your products/services. These 7 strategies are the reasons why you should also look at promoting your business through different digital channels. A digital marketing course in Vadodara can help you learn everything about it.

1. Campaign Flexibility

When you create your Digital marketing campaigns, you will be able to do trial and error, change plans in between, or take another approach to your campaign. Whereas traditional marketing is not so flexible and you do not have the freedom to make such changes. This campaign flexibility also allows you to come up with a new approach and personalize your campaigns to your target audience.

2. Budget Manageability

One of the most important reasons digital marketing is being adopted. You can easily manage your budget when it comes to digital marketing. Whereas traditional marketing does not allow you such freedom. You can easily strategize how much budget you would like to make for a single campaign or set up any restrictions within the campaign. You do not have to commit to the running period of a campaign. Stop when you feel you have achieved your goal. On a plus point, all your budget strategies and numbers are already digitally recorded.

3. Personalisation

The possibility is endless with digital marketing personalization. Traditional marketing does not allow you to personalize within your target group. Whereas digital marketing does allow you to personalize to a greater limit even within your target audience. You can target them with specific ads and analyze their behaviour. You can also use Google Analytics to understand your customer base and make changes. Personalisation gives a sense of importance to your audience and builds loyalty.

4. Multiple media channels

Texts alone will not make your content engaging, you must use a variety of media channel options that can be enabled through digital marketing. For example, you can use social media to make your content more engaging with a mixture of text, images, and videos. This will increase customer engagement.

5. Mobile audience

As we know, today mobile accessibility has increased by some margin. Now, imagine how beneficial it would be for your business if you are able to connect with these audiences. Your ads reach these mobile audiences through emails, text messages, or engaging content on social media. This can easily create an online presence for your business and keep you in the competition. Ignoring such a huge base may slowly run you out of business.

6. Affordability

As we discussed earlier about budget manageability, connecting to that, digital marketing can prove to be more affordable than traditional marketing. The cost may differ on different marketing platforms but they prove to be cheaper in the long run and if your approach is right. You can also manage your ad spending according to your results and make your budget much more flexible. After a while, you will be able to make the most out of your money and make your campaign not just effective but efficient as well.

7. Brand Awareness

As everyone today is online, creating your brand’s presence online has become that important. You could easily use digital marketing strategies to spread awareness of your brand among your target audience. This is also connected to your customer engagement strategies that will allow you to measure your progress. In the end, know how well your brand is known within your target audience.

8. Performance Tracking

It can be such a useful feature of digital marketing. Tracking, there are various applications or websites, that lets you track your performance online. The most popularly used is Google Analytics. You can track your audience’s activity on your website, what they like, what part or page of your website is not working, etc. Using a call to action also allows you to measure specific kinds of goals. This allows you to improve and be innovative with your approach.

9. Convenience of E-retail

The popularity of e-commerce is increasing day by day. It is much more convenient for customers to shop from e-commerce while sitting at home. It also saves you from the effort of creating a physical place that could take up so much time to just commence your business. Instead, e-commerce takes up so much less time and you can instantly innovate to attract more and more customers.

10. Integrated Strategy

It is not seen as an important factor but digital marketing run in silos can prove to lack a sense of growth in the long run. It is best utilized when integrated with all marketing and media departments. When you are using your digital marketing strategies in an integrated manner, you will be able to increase your day to day efficiency as well.

MIP Academy can help you learn everything related to digital marketing with certification.

In Conclusion

Coping up with change is crucial in such a competitive business environment. Therefore we would recommend forming a plan and committing to going digital with your business. It will show you your business growth potential and allow you to take subsequent steps to take your business to another level.

Also Read: Five Digital Marketing Strategies To Launch Your Product

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Digital Marketing Strategies to apply these discounts

In this post, we are going to explain three digital marketing strategies that will help you in your sales campaign to conquer as many potential customers as possible and get real results.

Prices against the clock

The old one, oh they take it from my hands! There’s nothing like feeling like it’s our last chance to get it to want to have it. And how to get this feeling?

A good strategy is to create a digital catalog that shows the units that are left and how long that super-discounted-and-super-attractive price will last. Surely if you think there is an eCommerce giant that comes to mind because he does that one week a year …

So now you know, create an intuitive, clean and attractive catalog to put on sale and on sale all those products that you want to get rid of. Now you just need to indicate the units that you have left in stock and how long that promotion will last. Let the battle begin!

Discounts for clients

We must never forget that there is nothing like a loyal customer for them to buy from us again. In addition, it is much easier to re-sell to a customer who already knows your brand/product and who has had a good experience (never forget to cause the best customer experience), than to find a new customer who does not know you at all.

Therefore, put the focus on your customers and offer something exclusive for them. You can use an email marketing campaign to tell them about that promotion or unique discount code for them, have access to the sales a few days before the others or even more days than the rest, loyalty coupons if they invite their friends …

Focus on your current clients and you will surely get many more results than if you dedicate all your efforts to finding new clients.

Retargeting

Surely more than once you have been looking for information about a product and then you do not stop leaving for weeks in all places: in google ads, in email, on Facebook, on Instagram … Do you know why?

Yes, retargeting. The important thing about using this digital marketing technique in times of sales is that when designing the ads, the discount rate or the price already discounted appears.

The post Digital Marketing Strategies To Get Succeed In Sales appeared first on TechReviewsCorner.

Working Methods and Digital Technology

Machine learning

Data structures Buzzword Machine Learning means an artificial system that acquires knowledge from experience. The system collects data and builds a model from algorithms. This allows the system not only to memorize the information but can also assess and classify previously unknown data. To explain it a little easier: A computer is constantly being fed with data. From this previous information, he can generate calculations and recognize repeatable decisions and events. In everyday life, we ​​often encounter machine learning. Recommendations from Amazon, Zalando, or Netflix are based on this system. You record previously viewed series or products and use them to calculate what might be of interest to the user. More and more companies are using this technology.make it more customer-centric.

Agile work

The word “agile” actually comes from the Latin and means something like “agile”. And that’s exactly what it’s about. Agile work describes the ability of a company or team to adapt to an ever-changing environment. The team grows and always changes according to the environment. It is important to always have a fixed goal in mind. Because even with the changes that digitization brings, the goal must not be lost sight of. If a team manages to adapt to new circumstances, such as a much more digital environment, and still pursue the same goal, it can lead to competitive advantages.

Crowdfunding

This is about getting projects, products, companies, real estate, or much more financed by a large number of people. A person turns to the public and asks them to fund money in the person’s project. What the donors get in return can always be different. Perhaps people can take a percentage stake in companies, get the money back with interest at some point, or much more. However, investors do not have to receive anything in return. It can also be simply investors who want to do something good or find the project interesting. There are no limits to the system here.

New work

Man with laptop at the garden table with coffee work means new ways of working in the new and digital age. The point here is that our previous work system is simply too outdated and that a more modern, flexible, and creative work model is required. These are also the core values ​​of New Work together with independence and freedom. Employees can and should always act more freely and can determine and decide much more themselves. New Work wants to differentiate itself from the established concept of work and to develop a new way of working. In 2020, more and more employees will go in a new direction and work as freelancers. This way of working is a good example of New Work. The freedom of the workers is much greater. Working hours, projects, and places of work can be freely decided. More and more people are taking this step and are moving into a new and more modern working world. This also means a change for companies, they will have to plan their employees more flexibly for projects in the future and work more with external specialists.

Customer centricity

Advertising does not always have to be aimed at the product. Customer centricity is about aligning a marketing concept with the customer. It is about the needs, interests, and desires of each customer. Digitization and networking with the customer make it easy to find out what the customer wants. A marketing strategy is then developed based on these factors. For example, the customer can provide the company with certain data, which they then work with and with which the appropriate marketing is developed for them. An attempt is made to create added value for the customer with marketing and not simply to advertise the customer.

Digital twin

This involves creating digital copies of real objects so that they can be tested for different purposes. For example, if a company wants to launch a new product, a digital twin is created beforehand. This means that the product is virtually replicated. The product can then be put through its paces in this simulation. In this way, weak points or susceptibility to errors can be discovered before the product is fully developed or produced. This is of course very practical in the production of technical products such as cars or various machines. Because if the object is produced in large quantities and errors are only noticed then it can become very expensive. To avoid such problems, the digital twins are created.

Edge computing

Edge computing is the exact opposite of cloud computing. Here, the data transfer does not work purely via a cloud or via the Internet. Edge computing, as the name suggests, is on the edge of a network. Computer applications are moved to the very edge of a network. The data is processed directly on the end device and does not have to be transferred to a cloud-first. One advantage of this is that it saves resources. There is a shorter transmission path, shorter transmission times, and lower costs. The quality of the transmissions also improves.

Social media

The social media area has grown incredibly strongly in recent years. Many companies only focus on marketing in this area. In this very diverse area, there are of course some terms that are not known to everyone. We are now listing four terms so that you are even more familiar with the area!

Omni-channel

Social media There are numerous platforms that can be used for customer contact and marketing. If not just one channel, but several channels are used directly, this is called “omnichannel management”. So it’s about connecting different sales channels and using them professionally. It’s about the interaction between channels, brands, and customers. But this doesn’t just have to include social platforms. TV, radio, and print products can also be included. The term is broad and affects all ways of getting in touch with customers. Since the customer places increasing value on quick and direct contact, this is of course very practical for the customer.

Influencer marketing

In order to explain this term, it should first be explained what influencers are. Influencers are people who influence people through social media. They are people who have a large number of followers, get in touch with them, inform them about various things, and can thus influence their opinion. Influencers are often hired by companies to advertise for them. They publish pictures, videos or texts on products, advertise them, and try to bring them closer to their followers. There are also influencers who only focus on one particular company and only advertise for them. However, it is normal for influencers to advertise different products and companies. Initially, a small market Influencer marketing has become an established marketing tool. However, influencers are now not only moving on their social media, but they are also increasingly being seen on television or even in the cinema. So if you want to market a new product and have the right change ready, you shouldn’t neglect the option of influencer marketing.

Retargeting

Users on the Internet show their interest in products by liking certain things or by following companies that offer this product. This information is used in retargeting. Because here, users are given advertising based on previous contacts with companies or products. For example, You often like pictures on Instagram with specific shoes. Then you will suddenly see advertisements where you can buy this shoe. Previous interests are used to personalize the advertisements for you.

Geotargeting

geo targetingGeotargeting is also about advertisements. However, this is not about previous interests, but about the location of the user. Appropriate advertisements for companies that are in the vicinity are created via the user’s IP address, which is used for the location.

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What is Digital Culture

When we talk about the Digital Culture concept, we are referring to a term that goes far beyond its cultural aspect and refers us to a new way of relating in an increasingly digital world and in which new technologies have become protagonists. indisputable of our day today.

In this way, Digital Culture refers to everything that has to do with new technologies and their impact on our daily life. In this regard, when we refer to Digital Culture, we can establish a parallel with digital transformation from the point of view of companies: A change of mentality that implies thinking “digital” when facing the processes and mechanisms of making decisions. decisions and, of course, in the relationship with the outside world (clients, suppliers, new business, and communication channels …).

What changes in an increasingly digital world? To answer this question, it is necessary to look back and ask ourselves what our day-to-day life was like before the arrival of new technologies: how we looked for and accessed information, how we learned, related, bought, or what was a typical working day? remember?

All these behaviors have changed and, what is more important, they will continue to do so in the coming years as our relationship with technology continues to evolve and increasingly plays a leading role in our lives and in our way of finding solutions to tasks. more every day.

Digital Culture: How our world is changing

In this context, what changes are taking place, and which sectors are already beginning to develop the postulates of this Digital Culture? The list is extensive, since it refers to all aspects of our society, although schematically we can point out:

Education and training: Without a doubt one of the cornerstones of what we already understand as Digital Culture. New learning models that bet on the presence of social networks, methodologies based on the integration of audiovisual elements ( Flipped Classroom ), the presence of technologies such as 3-D printing, programming, robotics … In short, the promotion of STEM careers and knowledge marks the presence of millions of schoolchildren and make a new Digital Education more necessary than ever for both students and teachers.

Companies: The digital transformation processes that are taking place in our society focus directly on the structures and internal organization of companies: new leadership models in the digital age, a new profile of eminently digital employees, the need and the commitment For the digital disruption or the adaptation of the mechanisms and technologies present in the organizations, they will take a 180-degree turn in the coming years towards the digital transformation that goes far beyond digitization and is committed to a change of mentality towards that Culture. Digital of which we are all part.

Economy: Everything that has to do with Digital Culture also has its effect on the Economy: new consumer models, a substantial change in communication both from the point of view of the channels and the attention and satisfaction of a new demand model that requires new products and applications that are going to change our industry in an unstoppable way and that, each time are going to have much more weight in the GDP of the countries. 

Entrepreneurs: Relations with companies, training, and opportunities of this new economy change for entrepreneurs who, as has happened with other revolutions, adapt to new models and acquire new skills and new work habits and, in the face of, All in all, they bet on specialization as an indispensable way to access new professional opportunities. 

Cities and relations with the Administration: To speak of Digital Culture is to refer to everything that surrounds our life and that includes, of course, our society that, thanks to the impulse of ICT, advances unstoppably towards new models of Smart Cities that will change permanently the day to day of workers and relations with the Administration both from the point of view of communication, as well as internal processes and the requirements to access a job in it. 

These are just a few examples that show a profound change in our society, economy, and our professional and personal relationships that, in the coming years, will compose a new social model that will lay the foundations for this Digital Culture that will transform our world.

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