branding & industry perspectives


The Top 3 Priorities of Millennial B2B Buyers

3 Jun , 2016 | Mason

millennial b2b buyers

With their growing spending power and their technology-enabled lifestyles, Millennials are comfortably near top of the priority list for retail, entertainment, healthcare, food, and all manner of consumer goods & services marketers. For the very same reasons they’ve captured the attention of B2C marketers, Millennials should be a priority for B2B marketers too.

business-839788_1280Millennials aren’t just consumers, they are buyers. As of 2014, nearly half of all B2B buyers were born between 1980 and 1993, according to a study by Google and Millward Brown. That segment is steadily growing. Most Millennials who are now in the workforce have hardly known a world without instant Internet access, touch-screen devices like smartphones and tablets, email, and social media. ‘Digital’ is virtually their first language.

Whether buying for themselves or on behalf of their employers, Millennials favor B2B vendors that prioritize what they prioritize:


, , , ,


The Modern B2B Buyer’s Journey: Unfolding the Map

7 Mar , 2016 | Mason

The Modern B2B Buyer Journey: Unfolding the Map

The explosion of digital-first marketing hit the consumer sector first, forever changing the way people shop. The resulting shock wave has significantly impacted the B2B sector as well, reshaping the landscape of lead generation, customer relationship marketing. The B2B buyer’s journey is more self-driven than it ever has been, thanks in large part to the opportunities presented by mobile.

B2B marketers must make sure they are working from the same purchase journey map that their customers and prospects are using. Many of the key landmarks are the same ones marketers have been using for years, but the route between them, and the vehicles that move customers from point A to point B, have changed in big ways. More…

, , , , , ,

public relations

Six Signs You Might Benefit from Media Training

24 Sep , 2015 | Mason


The media is a conduit between your brand and your audience, and quality earned media coverage can help brands emerge as leaders in their fields. Sometimes information travels along that conduit smoothly, and sometimes, not so much. Before that happens, it could be time to bring in an expert in media training and brush up those media relations skills.


, , , , , ,


The Mighty Microsite: When, Why, and How to Use One

16 Sep , 2015 | Mason


Microsites can be a creative playground for brands with a specific campaign, message, or call-to-action to showcase. Rather than be limited by the presentation and structure of an existing website, a microsite allows the brand to design a new experience that’s especially well-suited to the desired outcome, whether that’s awareness, advocacy, sharing, purchasing, or some combination of results.

So what is a microsite, and how might it come in handy?


, , , , ,


Where Digital Radio Fits in Your Marketing Mix

21 Aug , 2015 | Nick Koutsopoulos

pandora streaming radio advertising

Pandora is a streaming audio service that provides access beyond terrestrial signals to the always-on, always-connected and always-multi-tasking consumer. Its impact is undeniable, with more than 82M unique listeners monthly, and 80 percent of their traffic originating from mobile or connected devices such as phones, tablets, computers and connected car systems, TVs and gaming consoles.

Pandora is also a very interesting platform because of its robust targeting capabilities — with over 100 targeting features, custom experiences, and the ability to run both audio and display advertising in tandem. Here are a couple of examples of how Mason has incorporated Pandora into our media strategy for clients:


, , , , , , , , , ,

advertising,digital,social media

Metrics & Methodology: Get Social Media Analytics Down to a Science

16 Jun , 2015 | Mason

paid social media measurement is a science

Paid social metrics are where the rubber meets the road on social media marketing. There are plenty of qualitative arguments for including paid social in your digital marketing strategy, but ultimately, its success must be measured and quantified. Content is the art; analytics are the science.


, , , , , , , , , , , , , ,

advertising,digital,social media

Paid Social Do’s, Don’ts, and Key Considerations

30 May , 2015 | Mason

paid social media - icon grid

So, you’re ready to give paid social media a spot on your budget, and you’ve reviewed your options across the major platforms. Now comes the next step: planning your paid social strategy and campaigns.


, , , , , , , , , , , ,

advertising,digital,social media

Paid Social: An Overview of Your Options

27 May , 2015 | Mason

paid social media icon tree

Now that we’ve convinced you that Paid Social deserves a spot in your digital budget, let’s look at what exactly you can do with those dollars. The information below was culled from each site’s own descriptions of its advertising options as of May 2015.


, , , , , , , , , , , ,

advertising,digital,social media

Why Paid Social Media Deserves a Spot on Your Budget

29 Apr , 2015 | Mason

paid social icons

Social media can be a crowded place, especially when you’re trying to get your message to the right audience. You’re not only competing against other brands on social media, you’re contending with each network’s ever-changing algorithms that dictate just how much reach your message has.

In fact, with Facebook’s recent changes to its algorithm, it’s going to be an even tougher space for brands to get their message out. However, there is hope if you have a strategy and the budget to support your social media program.


, , , , , , , , , , , ,

branding,mason,public relations

Aficionados Favor Their Own Flavor of Brand Loyalty

23 Mar , 2015 | Mason


Customer loyalty comes in a variety of flavors.

For instance, there’s legacy loyalty: the brands you grew up with, the ones your family has trusted, are brands you’re likely to remain connected to as an adult and pass on as a household name for the next generation.

There’s habitual loyalty, like always stopping in at the same coffee place before work simply because it’s on your way and has a drive-through window. If a new business opened up with slightly better prices, better coffee, or a shorter wait at the window, you could be tempted away from your mainstay.

And at the far end of the spectrum, there are the brands that court a strong following of niche customers who are not only loyal, but consistently and personally engaged, even advocating for their favorite products out of their own enthusiastic interest.


, , , , , , , , ,