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A Special Throwback Thursday

Most days at BCN we are focused on the latest and greatest technologies and strategies we can use to best optimize our clients’ digital footprint. However, there are times when conversation takes a more historical tone and we find ourselves discussing something completely different. Take for instance, the Detroit Grand Prix. Detroit has a great racing history, hosting the most illustrious racers from around the world over the years. As part of that, many Detroit businesses took part in the excitement of the races. One in particular, Jacoby’s German Biergarten...

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Why I Skipped Work…

It wasn’t because I hate it here, I promise. Over the long weekend of June 4th till the 7th, I was out of the office attending the 2015 NCAA Career in Sports Forum. Ten students from each Division I, II, and III institution were invited to apply, and through some stroke of luck I was one of 215 student-athletes chosen to attend.About the Conference:·      This four-day conference was held at the NCAA National Office in Indianapolis, Indiana. It was held to educate student athletes about the potential careers in sports, as...

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How Do We Create All That Content?

It is no secret that content marketing has become one of the hottest topics in marketing with brands across industries racing to find ways to capitalize. With ever increasing competition for consumer's attention and disposable income, the need to connect on a personal level has become an important factor in marketing strategy. Content marketing combines traditional principles of lead nurturing with a level of personalization by utilizing advanced data and sophisticated online channels and tactics for delivery. When planned and executed properly, it is both effective and cost-efficient. However, content marketing often has a major stumbling block ...

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My Summer at Branch Creative Network

Allan Dunlap spent the summer working as an intern at Branch Creative Network, a digital marketing agency and subsidiary of Jackson Dawson. Allan shares his story in his own words:Not many freshmen know what they want to do when they finish college, but before I even began my college journey, I knew I wanted to pursue a career in marketing. When I told my friend Lance about my plans to go into marketing after college, he told me to talk to his father who had worked for a marketing firm...

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Consumer Trust Declining, Advertisers Must Look Beyond Data Alone

In an interesting interview posted in advance of Cannes, Sir Martin Sorrell, Founder and CEO of WPP, elaborated on the "Mad Men vs. Math Men" dynamic affecting the field of advertising today. Asked directly "What is the role of creativity in the increasingly data-driven advertising industry," Sorrell said something interesting:"There's about three quarters of our business in digital media planning and buying and data - so of our 18 billion projected, 19 billion in revenues for this year, three quarters of it is stuff that Don Draper in the '60s...

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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 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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