8 Jan , 2017 | Mason
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…
6 Sep , 2016 | Mason
Paid social media is an increasingly-effective strategy for both consumer-focused and B2B brands. Between the established household-name platforms, and the up-and-coming disruptors, staying on the leading edge of social media is no small challenge for marketers. Each platform regularly rolls out algorithmic updates and new ad options.
Last year on this blog, we broke down the paid advertising options across six of the leading social sites. While many of these options are still available, there are many new features to consider in 2016, and your paid social strategy must be responsive to this dynamic environment to ensure you get the most benefit from it.
16 Jun , 2015 | Mason
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, analytics, digital, digital marketing, digital strategy, mason, measurement, methodology, metrics, paid social, roi, social advertising, social media, social media strategy, social strategy
30 May , 2015 | Mason
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.
27 May , 2015 | Mason
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.
29 Apr , 2015 | Mason
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.
30 Jan , 2015 | Mason
Social sharing platforms are a rich source of data and insights for brands, illuminating their audiences’ preferences, behaviors, attitudes, and interests to better inform the brand’s digital strategy. But there’s a layer of activity happening below the surface, unmeasured, that has been described as ‘dark social.’
7 Nov , 2014 | Mason
Apple launch events are much-hyped and have an air of grandiosity to them – so who better to help the company announce the iPhone 6 in September than equally grandiose rockers U2?
But the big news that came next was met less than enthusiastically by fans: U2’s latest album, Songs of Innocence, automatically downloaded itself to millions of iTunes users’ libraries, at no charge.