Best Digital Marketing Strategies For Apparel & Fashion Industry
According to research, 90% of marketers were able to quickly raise brand recognition by using social media for just a few hours a week. Social media is becoming the main information source, and businesses take advantage of this by adapting their marketing plans to...
Digital Marketing Case Studies For Apparel & Fashion Industry
Digital marketing, when used effectively, may change the way people see your business, boost sales, and enhance profits. Digital marketing enables companies to make their products and services available to consumers in the easiest way possible. Whether it’s by...
Best Digital Marketing Strategies For Education Industry
There has been a dramatic change in schooling as a result of the growth of the internet. Students nowadays use the internet to learn, which has also played a critical role in transforming the education industry. Most educational institutions are switching to a strong...
Digital Marketing Case Studies for Education Industry
Creating a brand identity in the education market requires selling content in the most straightforward and easy-to-understand way possible. As a result, many educational businesses see LinkedIn, Instagram, and Facebook as excellent marketing platforms. If you want to...
Best Digital Marketing Strategies For Food & Nutrition Industry
The food & nutrition industry as a whole has transitioned majorly from offline to online in recent years. This shift was indeed necessary for the industry to be able to sustain itself. Did you know? Nearly 57% of customers now order their food online, from a...
Digital Marketing Case Studies For Food & Nutrition Industry
The food & nutrition industry has witnessed a major transition from offline to online in recent years, wherein a large chunk of its operations has shifted online. From creating substantial brand awareness for your brand using social media marketing to leveraging...
Best Digital Marketing Strategies For Real Estate Industry
Today many of us use information that’s available on the internet to explore various options before investing in anything. Life has become easy and fast-paced with the use of smartphones, laptops, and computers and the accessibility of the internet. To stay afloat...
Digital Marketing Case Studies For Real Estate Industry
Digital marketing has often proved to be impactful in real estate marketing throughout the years. The tactics have proved successful in recent years and cannot be disregarded. However, you need to have a strong online presence if you want to grow your real estate...
Best Digital Marketing Strategies For BFSI Industry
The Banking, Insurance & Financial sector is one of the biggest drivers of any economy. Being such a major player in the economy, it becomes imperative for the BFSI sector to adopt digital transformation. Nowadays, people look for relevance & simplified...
Digital Marketing Case Studies For BFSI Industry
Today, digital marketing platforms have become a basic ground to connect with prospective customers. Being an ever-evolving field that greatly impacts the economic growth of the country, it’s crucial for the BFSI industry to stay relevant and adopt the digital way of...
Best Digital Marketing Strategies For Automobile Industry
Did you know that in the past two years, the online search for “most reliable car(s)” has grown by 70%? When it comes to making a decision about purchasing a car or auto parts, online search is what the customers first begin with. The internet user base is a huge...
Digital Marketing Case Studies For Automobile Industry
Consumers today are increasingly getting influenced by what they see on digital platforms. The automobile industry has smartly used this trend to its advantage by deploying social media marketing strategies to increase brand awareness, paid ads to grow its sales, and...
Best Digital Marketing Strategies For B2B Industry
The B2B industry is one of the most demanding industries in terms of quality, speed, and accuracy. This is because they must consider many factors while deciding on a product or service. They have to consider the needs of their customers, cost-effectiveness,...
Digital Marketing Case Studies For B2B Industry
Digital marketing is the need of the hour for all B2B businesses in the 21st century. As the world moves online, traditional methods of gaining presence for your B2B company are becoming less effective in providing outcomes. B2B enterprises must be present wherever...
Best Digital Marketing Strategies For Travel & Hospitality Industry
It's no surprise that the digital marketing industry is booming with the rise in the number of internet users. Digital content is constantly consumed by people, which opens an easy portal for every industry to market their products and services to the right audience...
Digital Marketing Case Studies For Travel & Hospitality Industry
The travel and tourism sector is now one of the most impacted by digital advancement. The travel and hospitality sector engages communities and ensures that its customers enjoy the greatest vacations possible. This has been enhanced with the use of digital marketing...
Best Digital Marketing Strategies For Beauty & Skincare Industry
The last 2 years have redefined marketing strategies in the beauty and skincare industry. From traditional media to digital marketing, the shift has been substantially fruitful for the industry. But why was this change crucial? The answer to this is convenience,...
Digital Marketing Case Studies For Beauty & Skincare Brands
Over the last two years, the beauty & skincare industry has witnessed an enormous rise and one of the crucial reasons behind it is the power of digital marketing. From establishing a strong brand presence in the market to using analytics for evaluating...
Learning About Instagram Algorithm & Its Function
Introduction: "There is a growing concern amongst digital marketers regarding the Instagram algorithm. In this digital age, it is imperative to understand how to use it proficiently and effectively". The algorithm's workings are yet to be known. However, there is an...
5 Ways Social Media Listening Strategy can help your Business
Social listening, also known as social media listening, is tracking and identifying platforms where the company, brand, or product is being mentioned and then analyzing them to create opportunities to act on. Social listening goes beyond the numbers to consider the...
5 Tactics to Improve Your eCommerce Business
Launching an online store and succeeding as an entrepreneur takes a strong person. Once you've taken the best website builders for eCommerce to create your store, the next step is to support your ambition with a sound ecommerce strategy. Luckily, learning how to boost...
Achieved 6X ROAS with 62.43% Revenue Increase for a Swiss Healthcare Brand | Sigvaris Novomed
Achieved 6X ROAS with 62.43% Revenue Increase for a Swiss Healthcare Brand | Sigvaris Novomed About the BrandA Swiss family-owned company, Sigvaris has a rich history and more than 150 years of experience in compression solutions.Sigvaris understands both medical and...
Moment Marketing
There are different types of marketing using social media as a platform, one of them is moment marketing. Social media has provided a platform for consumers and brands to generate content and connect with others. It has also played a significant role in expanding...
Why Should You Post Reels?
Nowadays, video content is the best way to tell your brand's story and make it grow. Reels are the new way to create and discover short and entertaining videos on Instagram. Instagram Reels allow users to create videos of up to 90 seconds and share them in an easily...
Tips That Will Help You to Get Spotted on the Instagram Explore Page
It is really important for your brand to be in the eyes of people. When it comes to Instagram, the explore page is such a place where you can be in the eyes of many people who can be your potential audience. This will help you get 2x the engagement and reach on your...
The Best Way To Market By Email
Email promotion predominantly relies on these 3 support points: What sort of clients do you target? What sort of foundation do you send the messages from? What sort of emotions do you utilize? Varying across channels, email promotion has an additional layer of...
Pinterest Marketing Do’s and Don’ts
Are you an entrepreneur, artist, freelancer, or social media manager? So far, Pinterest is the best place to promote what you do, find inspiration, as well as research. Pinterest is a social network, with 450+ million monthly active users worldwide. It has a strong...
Impact of Social Media on Businesses
The word "social media" refers to any website or operation that allows communities to communicate, transact business, share content, and collaborate. It's a way for people to keep in touch with their fellow friends, family, and other community members. Social media...
How To Manage Negative ORM For Your Business?
While you manage your social media accounts, it is very important to pay attention to the comments you receive from your audience on these channels. Negative comments are very common for brands, which actually indicates what you as a brand lack to fully satisfy your...
How Much is Too Much of ‘Moment Marketing’?
Moment Marketing is nothing but the techniques marketers use to promote their products or brands based on trending news, events, or instances. This practice takes place on different social media platforms like Facebook, Instagram, Twitter, etc. The best...
Is SEO a need or want for startups?
While SEO has been around for sometime, many startup founders are worried about do’s & don'ts with respect to the practices of their Digital Marketing Agency. Deep Mehta, Co-founder at DigiChefs shares his thoughts on whether SEO really is...
Artificial Intelligence(AI) In Digital Marketing
What is Artificial Intelligence? AI is the science and engineering of making intelligent machines, especially intelligent computer programs. It is related to the similar task of using computers to understand human intelligence. Artificial intelligence is a field,...
Which one should you choose- Instagram or Facebook Ads?
Do you have a new brand and need to spread awareness for the same? Advertising your products and brand online is a great way to reach more people and create awareness. You need to first figure out where your audience really is, what time they are the most active, what...
Top 5 Things To Ensure Before You Begin Your Startup Journey
Top 5 Things To Ensure Before You Begin Your Startup JourneyDigiChefs’ Co-founder, Deep Mehta, shares his insights through experience in the startup community. Here are some of the key pieces of advice for the upcoming startup founders who are stepping...
5 Things I Wish I Knew At the Age of 15
5 Things I Wish I Knew At the Age of 15I wonder if I knew these 5 things when I was at the age of 15 to make me a lot better at what I do currently. So, hey I am Deep. I am the founder of DigiChefs. We’re a Digital Marketing Agency based in Mumbai.I'm sure...
Social Media In The Year 2023
Billions of people from all over the world use social media every single day- for work, for staying connected with friends & family, for entertainment, and much more. Platforms like Instagram, Facebook, Twitter, and LinkedIn have been here for a while now and...
Working And Power Of Instagram Reels Today !
Instagram, as we all know, is one of the fastest-growing social media platforms today. It's created in such a fun, simple and creative way so that one can share photos, and videos, edit the same, and even message friends and family through the application. Instagram...
Top 3 Tips to Generate Sales For E-commerce Business
Top 3 Tips to Generate Sales For E-commerce Business In the era of online businesses, does generating sales seem like a complicated concept with too many confusing solutions? Deep Mehta, the Co-Founder at DigiChefs explains the Ecommerce marketing strategy to make it...
What is a Marketing Funnel or Funnel Strategy?
What is a Marketing Funnel or Funnel Strategy? Marketing funnels put your brand on the map and nurture users through their entire buyer’s journey so that they’ll hopefully end up purchasing from you. Deep Mehta, the Co-Founder at DigiChefs explains how you can apply...
Tips To Create A High-Converting Landing Page For Your Business
Tips To Create A High-Converting Landing Page For Your Business Conversion Rate Optimisation, is unarguably the most crucial aspect of building a landing page. Simply creating a page that looks appealing isn't enough. It has to serve its purpose too & in a way...
Top Link Building Strategies SEO Agencies Should Follow
Top Link Building Strategies SEO Agencies Should Follow There are many SEO agencies in Mumbai that try to rank for the first position in Google SERP but only a few are successful in doing so. This blog briefs you on how DigiChefs' website ranked up at the first page...
All About The Instagram Link Feature
Instagram had introduced the swipe up feature for stories. However, it was only active for the pages that have or had 10k followers. This was a strategy of Instagram that helped your page get link clicks & also conversions. However, Instagram has recently come up...
Mantras For Effective Content & Copywriting from an Agency expert
What is a good copy? Is it something that should be Witty? Smart? Sharp? Short? Not Necessarily. It should be simple and easy to understand. A good copy is something that serves its purpose. Your purpose can be anything. Does it largely depend on who you are writing...
How to Avoid Common Content & Copywriting Mistakes
The don’ts are as important to know as the dos. Let’s shed some light on copywriting or content writing mistakes that are often made by everyone and learn how to avoid such them. As copywriters or content writers, we often end up drafting the communication keeping...
What is good for your business? Paid Media or SEO
Every businessperson, be it a small shop owner or a large company owner wonders which digital marketing services to pick for growth and engagement of the business. While this is a very tricky question, it depends on a couple of factors. 1. The business that you are in...
200% boost in organic engagement using creative social media style | Revamping the SM identity of PISPL
200% boost in organic engagement using creative social media style | Revamping the SM identity of PISPLAbout the brand Parekh Integrated Services Pvt Ltd is a Leading Logistics and Supply Chain Solutions provider in India with innovative integrated solutions enabling...
How to Effectively Sell on Social Media
In today’s generation, social media has become a norm for brands in order to sustain themselves in the market. The popularity of social media platforms has made it mandatory for brands irrespective of their genre and industry to be present on these social channels. ...
All you Need to Know About Instagram Hashtags in 2023
Hashtags on Instagram are really useful, they have always been. They can assist you with reaching a specific demographic, attracting niche followers, increasing engagement, and developing a more positive and recognizable company image. Hashtags can help your business...
How was our Digital Marketing Agency named “DigiChefs” ?
Our love for creating successful recipes for brands is well known, but do you know why we decided on the name DigiChefs? Here's Deep Mehta, co-founder of DigiChefs sharing the story behind the name DigiChefs!The Insight:This was the time when the partners of our...
Top 5 Fundamental Needs To Satisfy Our Lives
Are you satisfied? Is your life fulfilling? All these questions boil down to 2 words; “fundamental needs”. Accomplishing one's fundamental needs is key to one's happiness!Listen to Deep Mehta what he’s learned through his experiences in life and what are the top 5...
Guide To Increasing Footfall with Local SEO Company in Mumbai
In today’s fast-paced digital landscape, if you don’t have an internet presence you could be missing out on potential business growth.Listen to Deep Mehta, co-founder of DigiChefs share his experienced and in-depth insights on generating footfalls, increasing internet...
SEO for Beginners: An Introduction to SEO Basics
How do you explain SEO to a 10-year-old?While this question seems difficult to explain, an SEO Agency In Andheri like us is here to help! We have tried to simplify the way SEO is understood by any new Start-up founder or small business owner or really 10-year-olds.So...
6 Social Media Updates in 2023 You Don’t Want To Miss
As we approach 2023, businesses need to stay up-to-date with the latest social media updates and trends to remain relevant and competitive. Social media is constantly evolving, and it's essential to keep up with the latest trends to reach your target audience and...
Tips that will help you write good YouTube Descriptions
Youtube is an audio & visual platform where people post tons of videos on a daily basis. These videos can be informative, fun, entertaining, tutorials, etc. When it comes to ranking, YouTube is similar to Google. You can rank here based on the keywords you use....
4X reach & 2.5X engagement: Exploring the journey of a startup through #AdventuresOfStartups campaign for 9Unicorns, India’s leading accelerator fund
4X Reach & 2.5X Engagement: Exploring the Journey of a Startup Through #AdventuresOfStartups Campaign for 9Unicorns, India’s Leading Accelerator FundAbout the Brand 9Unicorns, a leading startup accelerator in India, invests in early-stage companies across diverse...
Tips to Get More Views on Your YouTube Videos
Getting views on YouTube organically is one thing that most brands focus on. Youtube is an important platform and brands should include YouTube in their content strategy. When it comes to creating videos for YouTube, you need to make sure that they are very crisp...
Future Of Augmented Reality for Marketers
AR will be a vital component in the future of marketing — particularly location-based marketing. The potential for marketers here is huge. These are just a few of the ways you can use augmented reality in your next marketing campaign: Sponsored Locations: Games and...
Why you need Paid Promotion on Social Media
Spendings on social media ads has been steadily climbing since 2019, and now, with businesses preparing to spend nearly a fifth of their ad budgets on it, it’s clear that social media ads are becoming a key in marketing strategies across small and large businesses...
Top 3 Instagram Trends To Try For Your Brand
Wondering what the future of Instagram looks like? Social media has changed dramatically in recent years due to the COVID-19 pandemic, increased social activism, and Instagram adding new features (hello Reels!) and to be Precise Instagram for that matter. From a focus...
How Can You Save Time From Planning And Creating Content On Social Media
There's no denying that creating and thinking about content takes up a lot of time. Read ahead to know how to productively use your time in planning and creating content for all media platforms. We can't deny that creating content is time consuming. One has to...
Tips to Write Effective Instagram Captions
Writing good Instagram captions can be really hard. Should your Instagram captions be funny? Serious? Inspirational? Should you use emojis and hashtags? And what about your call-to-action? All of these are some of the few ingredients to stop instagram scrollers in...
How to Identify Popular Hashtags
Hashtags are the most commonly used feature of social media, using relevant and trending hashtags in your content can definitely help you scale up your reach and increase your chances of appearing in the trending section and to your relevant audience. Knowing which...
The Most Important Trends In 2023
Social Media has become an important part of people’s lives and their daily routines, for millennials it’s not just a word, it’s the world for them. More than 85 percent of people who belong to Gen Z learn about new products through social media. It’s not hard to see...
5 Reasons Your Restaurants Should Use Digital Signage In 2023
Savvy marketers have been decoding the importance of digital signage for their business and have been using this visual communication tool for engaging their audiences better, improving their efficiency, and reducing their operating costs. Digital signage...
Top 17 Funniest Digital Marketing Memes For 2023
Everyone in the digital marketing ecosystem is working on a boatload of strategies to face new challenges in the new year. However, the smartest among them are relying on the most powerful strategy of all – good old-fashioned memes. That’s because...
DM Trends In 2023 You Don’t Want To Miss
Digital Marketing is a volatile subject. It keeps updating every minute of the day and as Digital Marketers it becomes a necessity for us to keep ourselves updated. Digital marketing trends here will help you understand what’s a must for your brand or your business. ...
Ways To Increase Engagement Through Instagram Stories In 2023
500 Million People all over the world watch Instagram Stories every day, which is set to grow your followers in 2023. Instagram Stories are fun, free and effective in engaging your followers even if they aren’t constantly seeing your feed. When working on...
Things To Remember While Doing A Social Media Audit In 2023
1. Start browsing the analyticsEach of the platforms you’re on provides you with some pretty good analytics and you’d possibly want to look into it. What’s getting shared a lot? What’s getting liked a lot? What’s getting commented on a lot? That way you’ll...
Predictions on How Organizations Will Approach Online Events in 2023
Online events have now replaced real and physical events for quite a while since the emergence of the COVID-19 pandemic. Therefore, you no longer get surprised by receiving an email telling you about the suspension or cancellation of the events you wanted to...
How To Find Success On Twitter In 2023 And Beyond
Twitter, with 192 million daily active users worldwide, is a place where anything and everything can happen, all you have to do is send out the right message at the right time and in the right way. In recent years, Twitter has seen an exponential user...
Top 10 Tips to Optimise Your LinkedIn Profile in 2023
Let’s face it, the organic reach on Instagram & Facebook has been facing a decline. This could be happening due to multiple reasons. Some of these reasons are, To favour paid content/advertising It is highly competitive as there are lots of users...
How To Use Trending Topics & Social Media Strategy In 2023
Viral is the new virus and it just needs a few symptoms like good content, trending topics to spread. Brands try their best to go viral to maintain brand awareness and to gain a new audience. In today’s date, the new wave the brands are following is rather...
5 Secrets to Launching a Brand in 2023
Here’s a short story that reveals why every entrepreneur must pay attention to branding. Shortly after the lockdowns started, two entrepreneurs started the same company in the same industry. The first entrepreneur, a closed-minded artist, who paid no...
Advantages of Digital Marketing That Will Help Your Business
Discover how efficient digital marketing services can propel your business Digital Marketing has changed people’s perception of the traditional business landscape. The dynamic aspects of Digital Marketing have permeated into the functional core of every business and...
Top 5 Advantages of Social Media Marketing for Business
Social Media is now a significant part of every marketing strategy, and most businesses are using it in an effective way to grow their business. The benefits of social media are so cost-effective that every business should use it to market their product or service. If...
June 2021 Core Update by Google and its Impact
Here is a short brief about the recent June 2021 Core Update from Google. Check it out to find out if why your website was affected by it and what needs to be changed to get back your lost rankings!
The Unpredicted Growth of OTT Platform
With the Covid-19 pandemic hitting businesses drastically, online streaming and gaming are booming during the crisis by changing the way Indian audiences consume digital media. What are over the top services? To put in simple words, Over the top (OTT) refers to any...
Being Security Conscious as a Digital Marketer
Digital marketing is an essential part of modern business today. With the worldwide lockdown of countries due to the outbreak of Covid-19 in 2020, businesses found it essential and more profitable to sell their services online. Any business that is serious about...
How To Manage Negative Social Media Comments
While you manage your social media accounts flawlessly which includes maintaining the overall look and feel of your feed, posting on a daily basis, etc. it is also very important to effectively manage the comments received from your audience. Negative comments or...
How To Promote Brands In Holiday Season ft.Instagram
If you want to boost your ads and stick out from the clutter on social media during festivals and make the most out of the holiday shopping season, the first thing first is to observe what worked the previous season for top brands and learn from them. Today our...
Are You Targeting Your Audience Through The Right Digital Marketing Platform?
Are you sad along with your current digital marketing strategy because you don’t seem to be getting the results that you simply are aiming for? The problem might be due to the very fact that you simply aren't on the proper platform. The avenues of customer interaction...
Which Social Media Platform Should You Use For Your Business?
There’s no denying the fact that social media is a powerhouse when it comes to business growth. We all know that social media marketing is necessary for every business that wants to remain relevant and visible in today’s buzzing online world. In fact, according to a...
Top 7 Things To Keep In Mind While Running A Social Media Contest
There is one thing that you may have definitely tried once in your lifetime and that is engaging in a social media contest. Facebook and Instagram give a great opportunity for the brands to increase engagement and traffic towards your page and website. Indeed, a...
Influencer Marketing 101
Who is an influencer? An influencer is someone who has the power to influence a larger audience and their purchasing decisions of others with their position, authority and relationship with the audience. Why should a brand do influencer marketing? Influencers can...
Importance Of Social Media Reviews
Consumers are now more empowered than before. They do their research before they decide to purchase a product and base their purchase decisions on the same. While it may seem daunting, the truth is that the world of the market is evolving continuously, and hence, we,...
12 Most Important Facebook Features For Every Marketer
About Facebook - Facebook has over 1.4 billion users and over 900 million of those users visiting the site every day, Facebook is undoubtedly the most important social media platform. If you’re a business owner, you simply can’t afford to not have a presence there....
Top 6 UI/UX Best Practices
User experience and user interface principles focus on delivering usability, functionality, and visual design in the best possible way. A big part of understanding quality design is through research. Check out these website templates from Hostinger to help you...
5 Effective Ways To Upgrade Your Email Marketing Campaign
2020 is finally ending, and it’s been wild. Now it’s time to look into the new year and figure out the best ways to adapt your business strategies. Since we can reasonably expect the flow of profit to remain online-based in the coming period, we decided to take a look...
30% increase in page followers & 4X rise in engagement | influencer led store launch campaign for Go Sport
30% increase in page followers & 4X rise in engagement | influencer led store launch campaign for Go SportAbout the Brand GO Sport is a specialist in sports footwear, sports apparel & equipment. The brand houses 70+ legendary international brands like Nike, Asics, New...
4 Easy Content Idea Hacks for Amateur Bloggers
Blogging! What was once a niche hobby of a select few with an affinity towards the written word, is not only one of the most popular personal & commercial trends of today but quite easily an industry worth billions of dollars. While writing has always been...
Top Key Advices For Startup Founders Stepping Into Online Retail
Around 60% of our portfolio at DigiChefs consists of startups. Businesses who’ve just been around for say 2-4 years, but with immense potential, and certain of them are real game-changers. It’s so bloody exciting to partner with these startups and aligns ourselves...
Top Learnings While ‘Working From Home’, That I’ll Use Forever In My Life
The lockdown definitely taught all of us quite a lot. For some, an awful lot of time in hand helped bring in clarity on where they are (in life), for some it meant getting to spend the family time that they never imagined happening otherwise. For some, the scare that...
Growth Of Podcast And Podcast Advertising In India
New technologies like AirPods, smart speakers, and connected cars have seen growth, making it easy for consumers to consume content and incentivizing creators to create high-quality content. In India, there is a rapid growth in Over The Top (OTT) audio platforms. The...
How Instagram Stories Can Level Up Your Product Launch
Social Media is more dynamic than ever, In these rapidly changing times, It's essential to discuss how platforms play a vital role in the launch of your product or services. Let's talk about one of the world's most used and loved social media platforms, Instagram, and...
Find The Creative Thinker in You!
Have you ever wondered why some folks can generate new ideas and think creatively, and others struggle to do so? The answer lies in their ability to use their creative thinking. Creative thinking is a skill that lets you look at things differently & helps you find...
How You Can Start A Career In Social Media Marketing?
Social media marketing has got rapid growth during recent years, and most people want to know how to get started with social media marketing. If you want to learn more about social media marketing then you have come to the right place. This article will give you solid...
Social Media Guide for Small Businesses
Small businesses are more focused on community and individual customers, which makes social media an excellent platform for small business owners to connect with prospects and customers directly. This builds brand awareness and loyalty. If done effectively, it can...
Top 5 Tools That Will Help You Get More Backlinks For SEO
Backlinks are very important for search engine optimization. The SEO optimization of a website is difficult for newbies. The health and strength of websites depend upon the quality of content, domain authority, and backlink of the website. The importance of backlinks...
Top 10 Ways To Use Hashtags On Instagram
Instagram rolled an algorithm update early September 2020, and the world went bonkers. So many handles have spoken about their organic reach going super low overnight. Well, this had to happen, sooner or later. We all knew it, right? We saw that happening with...
How To Become An Expert In Digital Marketing?
I’ve been doing digital marketing for over 8 years now, running an agency for around 5 years and teaching digital marketing for the past 4 years. In all these years, I’ve met hundreds of smart students, clients and professionals, and one question seems to always be a...