{"id":7445,"date":"2016-09-30T18:26:03","date_gmt":"2016-09-30T18:26:03","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/masterybusiness2xngcxmasterspring2016\/?post_type=chapter&#038;p=7445"},"modified":"2019-01-05T01:41:54","modified_gmt":"2019-01-05T01:41:54","slug":"reading-direct-marketing","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/chapter\/reading-direct-marketing\/","title":{"raw":"Reading: Direct Marketing","rendered":"Reading: Direct Marketing"},"content":{"raw":"<h2>Direct Marketing: Going\u00a0Straight\u00a0to\u00a0the Customer<\/h2>\r\n<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230456\/9162677329_ce2228febd_o-1.jpg\" rel=\"attachment wp-att-6034\"><img class=\"alignleft wp-image-6034\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185511\/9162677329_ce2228febd_o-1.jpg\" alt=\"Email symbol on a row of colorful envelopes\" width=\"175\" height=\"175\" \/><\/a>\r\n\r\nDirect marketing activities bypass any intermediaries and communicate directly with the individual consumer. Direct mail is personalized to the individual consumer, based on whatever a company knows about that person's needs, interests, behaviors, and preferences. Traditional direct marketing activities include mail, catalogs, and telemarketing. The thousands of \"junk mail\" offers from credit card companies, bankers, and charitable organizations that flood mailboxes every year are artifacts of direct marketing. Telemarketing contacts prospective customers via the telephone to pitch offers and collect information. Today, direct marketing overlaps heavily with digital marketing, as marketers rely on email and, increasingly, mobile communications to reach and interact with consumers.\r\n<h2>The Purpose and Uses of Direct Marketing<\/h2>\r\nThe purpose of direct marketing is to reach and appeal directly to individual consumers and to use information about them to offer products, services and offers that are most relevant to them and their needs. Direct marketing can be designed to support any stage of the AIDA model, from building awareness to generating interest, desire, and action. Direct marketing, particularly email, also plays a strong role in post-purchase interaction. Email is commonly used to confirm orders, send receipts or warrantees, solicit feedback through surveys, ask customers to post a social media recommendation, and propose new offers.\r\n\r\nDirect marketing is an optimal method\u00a0for marketing communication in the\u00a0following situations:\r\n<ul>\r\n \t<li>A company's primary distribution channel is to sell products or services directly to customers<\/li>\r\n \t<li>A company's primary distribution method is through the mail or other shipping services to send directly to the customer<\/li>\r\n \t<li>A company relies heavily on sales promotions or discounts, and it is important to spread the word about these offers to consumers<\/li>\r\n \t<li>An advertisement cannot\u00a0sufficiently convey the many benefits of a company's product or service, and so a longer marketing piece is required to express the value proposition effectively<\/li>\r\n \t<li>A company finds that standard advertising is not reaching its target segments, and so better-targeted marketing communications are required to reach the right individuals; for example, using direct mail to reach wealthier people according to their\u00a0affluent zip code<\/li>\r\n \t<li>A company sells expensive products that require more information and interaction to make the sale<\/li>\r\n \t<li>A company has a known \"universe\" of potential customers and access to contact information and other data about these customers<\/li>\r\n \t<li>A company is heavily dependent on customer retention, reorders and\/or repurchasing, making it worthwhile to maintain \"permissioned\" marketing interaction with known customers<\/li>\r\n<\/ul>\r\n<h2>Data: The Key to Effective Direct Marketing<\/h2>\r\nThe effectiveness of direct marketing activity depends on marketers using databases to capture the information of target customers and the use of this information to extend\u00a0ever-more-personalized offers and information to consumers. Databases record an individual's residence, geography, family status, and credit history. When a person moves or makes a significant purchase like a car or a home, these details become part of the criteria marketers use to identify who will be a good target for their products or services. With electronic media, the information flow about consumers opens the floodgates: marketing databases capture when a consumer opens an email message and clicks on a link. They track which links piqued consumers' interests, what they view and visit, so that the\u00a0next email offer is informed by what a person\u00a0found interesting the last time around. These databases also collect credit card information, so marketers can link a person's purchasing history to shopping patterns to\u00a0further tailor communications and offers.\r\n\r\nMobile marketing adds another dimension of personalization in direct-to-consumer communications. It allows marketers to incorporate location-sensitive and even activity-specific information into marketing communications and offers. When marketers know you are playing a video game at a mall, thanks to your helpful smart phone, they can send you timing-, location- and activity-specific offers and messages.\r\n\r\n<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230449\/Mobile-Advertisement_png__618%C3%97450_.jpg\" rel=\"attachment wp-att-6007\"><img class=\"aligncenter wp-image-6007\" style=\"display: none !important;\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185514\/Mobile-Advertisement_png__618%C3%97450_.jpg\" alt=\"A smartphone screen with a banner ad at the top. The ad appears to be popping out of the screen. It reads Family to Feed? Short on cash? Enroll in WIC and save food dollars at the supermarket! Click here!\" width=\"500\" height=\"365\" \/><\/a>\r\n<h2>Direct Marketing in Action<\/h2>\r\nHow does this work in practice? If you've ever paid off an auto loan, you may have noticed a torrent of mail offers from car dealerships right around the five-year mark. They know, from your credit history, that you're nearly done paying off your car and you've had the vehicle for several years, so you might be interested in trading up for a newer model. Based on your geography and any voter registration information, you may be targeted during election season to participate via telephone in political polls and to receive\u00a0\"robocalls\" from candidates and parties stomping for your vote.\r\n\r\nMoving into the digital world, virtually any time you share an email address with an organization, it becomes part of a database to be used for future marketing. Although most organizations that engage in email marketing give\u00a0the option of opting out,\u00a0once you become a customer, it is easy for companies to justify continuing to contact you via email or text as part of the customer relationship you've established. As you continue to engage with the company, your behavior and any other information you share becomes part of the database record the company uses to segment and target you with offers it thinks\u00a0will interest you.\r\n\r\nSimilarly, marketers use SMS (text) for marketing purposes, and direct marketing activity takes place in mobile\u00a0apps, games, and Web sites. All of these tools use\u00a0the data-rich mobile environment to capture information about consumers and turn it into productive marketing opportunities. QR codes, another direct-to-consumer mobile marketing tool, enable\u00a0consumers to scan an image with a mobile phone that takes them to a Web site where they receive special information or offers.\r\n\r\n<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230453\/Baby_Registry___Target.jpg\" rel=\"attachment wp-att-6030\"><img class=\"aligncenter wp-image-6030\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185517\/Baby_Registry___Target.jpg\" alt=\"Screenshot of Target's baby registry page. At the bottom of the screen is an offer to download the Target Registry app for iPhone and Android.\" width=\"851\" height=\"444\" \/><\/a>\r\n\r\n&nbsp;\r\n<h2>Advantages and Disadvantages of Direct Marketing<\/h2>\r\nAll this data-driven direct marketing might seem a little creepy or even nefarious, and certainly it can be when marketers are insensitive or unethical in their use of consumer data. However, direct marketing also offers significant value to consumers by tailoring their experience in the market to things that most align with their needs and interests. If you're going to have a baby (and you don't mind people knowing about it), wouldn't you rather have\u00a0Target send you special offers on baby products than on men's shoes or home improvement goods?\r\n\r\nDirect marketing can be a powerful tool for anticipating and predicting customer needs and behaviors. Over time, as companies use consumer data to understand their target audiences and market dynamics, they can develop more effective campaigns and offers. Organizations can create offers that are more personalized to consumer needs and preferences, and they can reach these consumers more efficiently through direct contact. Because it is so data intensive, it is relatively easy to measure the effectiveness of direct marketing by linking it to outcomes: did a customer request additional information or use the coupons sent?\u00a0Did he open the email message containing the discount offer?\u00a0How many items were purchased and when? And so forth. Although the cost of database and information infrastructure is not insignificant, mobile and email marketing tend to be inexpensive to produce once the underlying infrastructure is in place. As a rule, direct marketing tactics can be designed to fit marketing budgets.\r\n\r\nAmong the leading disadvantages of direct marketing are, not surprisingly, concerns about privacy and information security. Target's massive data breach in 2013 took a hefty toll on customer confidence, company revenue, and profitability\u00a0at the time. Direct marketing also takes place in a crowded, saturated market in which people are only too willing to toss junk mail and unsolicited email into trash bins without a second glance. Electronic spam filters screen out many email messages, so people may never even see email messages from many of the organizations that send them. Heavy reliance on data also leads to the challenge of keeping databases and contact information up to date and complete, a perennial problem for many organizations.\u00a0Finally, direct marketing implies a direct-to-customer business model that inevitably requires companies to provide an acceptable level of customer service and interaction to win new customers and retain their business.\r\n<h2><\/h2>","rendered":"<h2>Direct Marketing: Going\u00a0Straight\u00a0to\u00a0the Customer<\/h2>\n<p><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230456\/9162677329_ce2228febd_o-1.jpg\" rel=\"attachment wp-att-6034\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-6034\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185511\/9162677329_ce2228febd_o-1.jpg\" alt=\"Email symbol on a row of colorful envelopes\" width=\"175\" height=\"175\" \/><\/a><\/p>\n<p>Direct marketing activities bypass any intermediaries and communicate directly with the individual consumer. Direct mail is personalized to the individual consumer, based on whatever a company knows about that person&#8217;s needs, interests, behaviors, and preferences. Traditional direct marketing activities include mail, catalogs, and telemarketing. The thousands of &#8220;junk mail&#8221; offers from credit card companies, bankers, and charitable organizations that flood mailboxes every year are artifacts of direct marketing. Telemarketing contacts prospective customers via the telephone to pitch offers and collect information. Today, direct marketing overlaps heavily with digital marketing, as marketers rely on email and, increasingly, mobile communications to reach and interact with consumers.<\/p>\n<h2>The Purpose and Uses of Direct Marketing<\/h2>\n<p>The purpose of direct marketing is to reach and appeal directly to individual consumers and to use information about them to offer products, services and offers that are most relevant to them and their needs. Direct marketing can be designed to support any stage of the AIDA model, from building awareness to generating interest, desire, and action. Direct marketing, particularly email, also plays a strong role in post-purchase interaction. Email is commonly used to confirm orders, send receipts or warrantees, solicit feedback through surveys, ask customers to post a social media recommendation, and propose new offers.<\/p>\n<p>Direct marketing is an optimal method\u00a0for marketing communication in the\u00a0following situations:<\/p>\n<ul>\n<li>A company&#8217;s primary distribution channel is to sell products or services directly to customers<\/li>\n<li>A company&#8217;s primary distribution method is through the mail or other shipping services to send directly to the customer<\/li>\n<li>A company relies heavily on sales promotions or discounts, and it is important to spread the word about these offers to consumers<\/li>\n<li>An advertisement cannot\u00a0sufficiently convey the many benefits of a company&#8217;s product or service, and so a longer marketing piece is required to express the value proposition effectively<\/li>\n<li>A company finds that standard advertising is not reaching its target segments, and so better-targeted marketing communications are required to reach the right individuals; for example, using direct mail to reach wealthier people according to their\u00a0affluent zip code<\/li>\n<li>A company sells expensive products that require more information and interaction to make the sale<\/li>\n<li>A company has a known &#8220;universe&#8221; of potential customers and access to contact information and other data about these customers<\/li>\n<li>A company is heavily dependent on customer retention, reorders and\/or repurchasing, making it worthwhile to maintain &#8220;permissioned&#8221; marketing interaction with known customers<\/li>\n<\/ul>\n<h2>Data: The Key to Effective Direct Marketing<\/h2>\n<p>The effectiveness of direct marketing activity depends on marketers using databases to capture the information of target customers and the use of this information to extend\u00a0ever-more-personalized offers and information to consumers. Databases record an individual&#8217;s residence, geography, family status, and credit history. When a person moves or makes a significant purchase like a car or a home, these details become part of the criteria marketers use to identify who will be a good target for their products or services. With electronic media, the information flow about consumers opens the floodgates: marketing databases capture when a consumer opens an email message and clicks on a link. They track which links piqued consumers&#8217; interests, what they view and visit, so that the\u00a0next email offer is informed by what a person\u00a0found interesting the last time around. These databases also collect credit card information, so marketers can link a person&#8217;s purchasing history to shopping patterns to\u00a0further tailor communications and offers.<\/p>\n<p>Mobile marketing adds another dimension of personalization in direct-to-consumer communications. It allows marketers to incorporate location-sensitive and even activity-specific information into marketing communications and offers. When marketers know you are playing a video game at a mall, thanks to your helpful smart phone, they can send you timing-, location- and activity-specific offers and messages.<\/p>\n<p><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230449\/Mobile-Advertisement_png__618%C3%97450_.jpg\" rel=\"attachment wp-att-6007\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6007\" style=\"display: none !important;\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185514\/Mobile-Advertisement_png__618%C3%97450_.jpg\" alt=\"A smartphone screen with a banner ad at the top. The ad appears to be popping out of the screen. It reads Family to Feed? Short on cash? Enroll in WIC and save food dollars at the supermarket! Click here!\" width=\"500\" height=\"365\" \/><\/a><\/p>\n<h2>Direct Marketing in Action<\/h2>\n<p>How does this work in practice? If you&#8217;ve ever paid off an auto loan, you may have noticed a torrent of mail offers from car dealerships right around the five-year mark. They know, from your credit history, that you&#8217;re nearly done paying off your car and you&#8217;ve had the vehicle for several years, so you might be interested in trading up for a newer model. Based on your geography and any voter registration information, you may be targeted during election season to participate via telephone in political polls and to receive\u00a0&#8220;robocalls&#8221; from candidates and parties stomping for your vote.<\/p>\n<p>Moving into the digital world, virtually any time you share an email address with an organization, it becomes part of a database to be used for future marketing. Although most organizations that engage in email marketing give\u00a0the option of opting out,\u00a0once you become a customer, it is easy for companies to justify continuing to contact you via email or text as part of the customer relationship you&#8217;ve established. As you continue to engage with the company, your behavior and any other information you share becomes part of the database record the company uses to segment and target you with offers it thinks\u00a0will interest you.<\/p>\n<p>Similarly, marketers use SMS (text) for marketing purposes, and direct marketing activity takes place in mobile\u00a0apps, games, and Web sites. All of these tools use\u00a0the data-rich mobile environment to capture information about consumers and turn it into productive marketing opportunities. QR codes, another direct-to-consumer mobile marketing tool, enable\u00a0consumers to scan an image with a mobile phone that takes them to a Web site where they receive special information or offers.<\/p>\n<p><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/02\/23230453\/Baby_Registry___Target.jpg\" rel=\"attachment wp-att-6030\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6030\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185517\/Baby_Registry___Target.jpg\" alt=\"Screenshot of Target's baby registry page. At the bottom of the screen is an offer to download the Target Registry app for iPhone and Android.\" width=\"851\" height=\"444\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2>Advantages and Disadvantages of Direct Marketing<\/h2>\n<p>All this data-driven direct marketing might seem a little creepy or even nefarious, and certainly it can be when marketers are insensitive or unethical in their use of consumer data. However, direct marketing also offers significant value to consumers by tailoring their experience in the market to things that most align with their needs and interests. If you&#8217;re going to have a baby (and you don&#8217;t mind people knowing about it), wouldn&#8217;t you rather have\u00a0Target send you special offers on baby products than on men&#8217;s shoes or home improvement goods?<\/p>\n<p>Direct marketing can be a powerful tool for anticipating and predicting customer needs and behaviors. Over time, as companies use consumer data to understand their target audiences and market dynamics, they can develop more effective campaigns and offers. Organizations can create offers that are more personalized to consumer needs and preferences, and they can reach these consumers more efficiently through direct contact. Because it is so data intensive, it is relatively easy to measure the effectiveness of direct marketing by linking it to outcomes: did a customer request additional information or use the coupons sent?\u00a0Did he open the email message containing the discount offer?\u00a0How many items were purchased and when? And so forth. Although the cost of database and information infrastructure is not insignificant, mobile and email marketing tend to be inexpensive to produce once the underlying infrastructure is in place. As a rule, direct marketing tactics can be designed to fit marketing budgets.<\/p>\n<p>Among the leading disadvantages of direct marketing are, not surprisingly, concerns about privacy and information security. Target&#8217;s massive data breach in 2013 took a hefty toll on customer confidence, company revenue, and profitability\u00a0at the time. Direct marketing also takes place in a crowded, saturated market in which people are only too willing to toss junk mail and unsolicited email into trash bins without a second glance. Electronic spam filters screen out many email messages, so people may never even see email messages from many of the organizations that send them. Heavy reliance on data also leads to the challenge of keeping databases and contact information up to date and complete, a perennial problem for many organizations.\u00a0Finally, direct marketing implies a direct-to-customer business model that inevitably requires companies to provide an acceptable level of customer service and interaction to win new customers and retain their business.<\/p>\n<h2><\/h2>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-7445\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Direct Marketing. <strong>Authored by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Mobile Advertisement. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Target Baby Registry. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Email Marketing. <strong>Authored by<\/strong>: RaHuL Rodriguez. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.flickr.com\/photos\/rahulrodriguez\/9162677329\/\">https:\/\/www.flickr.com\/photos\/rahulrodriguez\/9162677329\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":26,"menu_order":29,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Direct Marketing\",\"author\":\"Lumen Learning\",\"organization\":\"\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screenshot Mobile Advertisement\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screenshot Target Baby Registry\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Email Marketing\",\"author\":\"RaHuL Rodriguez\",\"organization\":\"\",\"url\":\"https:\/\/www.flickr.com\/photos\/rahulrodriguez\/9162677329\/\",\"project\":\"\",\"license\":\"cc-by-sa\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-7445","chapter","type-chapter","status-publish","hentry"],"part":10800,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/wp-json\/pressbooks\/v2\/chapters\/7445","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/wp-json\/wp\/v2\/users\/26"}],"version-history":[{"count":2,"href":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/wp-json\/pressbooks\/v2\/chapters\/7445\/revisions"}],"predecessor-version":[{"id":7652,"href":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/wp-json\/pressbooks\/v2\/chapters\/7445\/revisions\/7652"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/wp-json\/pressbooks\/v2\/parts\/10800"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/wp-json\/pressbooks\/v2\/chapters\/7445\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/wp-json\/wp\/v2\/media?parent=7445"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/wp-json\/pressbooks\/v2\/chapter-type?post=7445"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/wp-json\/wp\/v2\/contributor?post=7445"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/wp-json\/wp\/v2\/license?post=7445"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}