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Branch Creative Network

What’s That Online Review Worth? An Average of $3,700 for New Car Purchases

The importance of social sharing and online recommendations won't come as any surprise to digital marketers, but a new study co-sponsored by social data platform ShareThis and the Paley Center for Media sheds some new light on peer-to-peer reviews' impact on buying propensity and bottom-line revenue. The results are impressive - particularly for automakers.Social Sharing Influences Purchase BehaviorSurveying more than 6,000 consumers within the automotive, technology and consumer packaged goods (CPG) industries, the study determined that "positive social sharing" - an enthusiastic online review by a trusted connection,...

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Apr 23 2014

Digital Marketing for Automotive: More Than Button-Pushing

The true value of digital marketing by an agency lies in providing strategy, analysis and insight - particularly in the automotive industry, where the sales cycle is lengthy, complex and often emotional.[/caption] I ran across a blog post recently that raised an interesting question: what is the real value of agency-managed digital marketing, particularly within the automotive industry? The post centered on PPC management fees, the author questioning the appropriateness of firms charging as much as 20-25% of media spend to manage clients' PPC campaigns. It's a...

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Apr 21 2014

3 Tips for Customer-Centric Social Marketing

Today’s brands face an interesting dilemma in social media marketing. While business opportunity in social media is at an all-time high, consumer interest in brands is lower than ever. Today, social networks like Facebook and review services like Yelp make it easier than ever for consumers to find information on businesses from the source that matters most to them: other customers. Beyond that, integration by search engines like Google and Bing means that this crowd-sourced data is at the center of the user experience.Social media marketing isn’t going...

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Apr 16 2014

3 Tips for Goal Setting in Digital Marketing

If there’s anything more plentiful than buzzwords in digital marketing, it’s options for measuring success. And if there’s one way to kill a campaign quickly, it’s with unclear goals and KPIs. Responsibility for goal-setting is shared by whomever has a stake in the outcome of the campaign — corporate leadership, the marketing team, the agency, etc. I’ve worked with a lot of brands on a lot of campaigns. There are many reasons why goals might not be established at the outset, but not a single one of them...

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Apr 14 2014

Know Your Audience: Automotive Training Tips for Europe (Part 2)

Chris Harbowy, Instructional Designer/Writer at Jackson Dawson, offers additional tips for writing automotive educational content for the European market in this continued blog post. For more information, check out Part 1 of this two-part series.European ConsumersThis second installment takes a look at the European consumers who purchase the vehicles you create training for.Differences in the MarketGermans will pay more for a larger, more-powerful engine, whereas Italians prefer smaller, more fuel-efficient powertrains. Europeans in general prefer small station wagons much more than we do here in the U.S. In...

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Apr 11 2014

Know Your Audience: Automotive Training Tips for Europe (Part 1 of 2)

Writing training materials for the European automotive market requires additional steps compared to writing for the U.S. domestic auto market. Listed below are some issues that may need to be addressed.ProductThis first installment takes a look the physical differences between European vehicles and those sold domestically.Vehicle ContentFirst off, you’ll need to reference the appropriate ordering guide for the chosen country. You must also make sure you take into consideration localization. Localization (spelled localisation in Europe) is the term for unique equipment configurations for...

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Mar 20 2014

So, What Do You Do?

When asked, sometimes I find it difficult to explain to friends what we do at the place where I work. It's not that what we do is so complicated or difficult to describe; it's that our company offers a wide range of services and the people employed here cover many diverse areas of expertise.A company cannot stay in business for 34 years if it's not made up of diversely talented people. No one person can take sole credit for the creative solutions that we produce. They are the result...

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