Recent blog posts

Everyone is Not Your Customer

Posted by on in Digital Capabilities

Seth Godin, the best-selling author, marketer, entrepreneur, and public speaker has a quote that I love: “The key to failure is trying to please everyone.” As a marketer, I’m constantly annoying my clients with questions about their ideal customer. Sometimes I get a well thought out and researched response. Other times I get a vague answer. While it might be true that all adults over 30 years of age could potentially be your customer, those are not well-defined parameters for marketing purposes.

There’s a temptation to think as broadly as possible about your target audience. Even seasoned marketers make this mistake. It might seem logical, after all, why wouldn’t you want to sell to as many customers as possible?


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Why Am I Not Seeing My Search Ad?

Posted by on in Search Engine Marketing (SEM)

As an employee of a digital marketing agency that’s responsible for running many digital marketing campaigns, I get this question a lot. Unlike traditional media, like a TV spot or a gigantic billboard, your paid search ads are not designed to always be front and center. In the simplest form, your ad should answer a person’s question. Answering that question is a powerful way for you to attract more customers by reaching the right people at the right time. Unless you’re that person (which you probably are not) it’s possible that you will not see your own ad. Which is a good thing! 

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Poor Data Interpretation Can Result in Bad Business Decisions

Posted by on in Analytics / Data Analysis

Don’t let the numerous articles written about “big data” fool you, data is not exciting. In its raw form, data is quite boring. In fact, if data were a movie, it would be “Ishtar.” Data by itself is confusing and lacks a compelling narrative.

Data is only useful when it tells a story and provides insights that can lead to action. Raw data does not provide actionable insights.

One of the reasons I’ve staked my career in digital marketing is its ability to track results. There isn’t a service that Mason Digital provides that doesn’t include some form of measurement. But measuring something just because you can is not a useful exercise. It should be used for the sole purpose of improving performance over time.

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Using Strategy to Define Tactics

Posted by on in Media Strategy

The terms “strategy” and “strategic” are thrown around quite a bit in today’s business culture. In the realm of marketing, and more specifically digital marketing, it’s practically a meme. Every now and then I hear someone use one of these terms correctly. Usually though, the more someone uses the word “strategy” in a conversation, the less they understand the word’s meaning.

Strategy can be defined in a number of ways. One of my favorite definitions is credited to Michael Porter, a professor at the Harvard Business School and noted author in the fields of business and economics, who wrote “The essence of strategy is choosing what not to do.”

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Don’t Fall for SPAM Promising SEO Improvement

Posted by on in Search Engine Marketing (SEM)

People use search engines a lot. According to Google there are more than 2.3 million searches performed on their search engine every minute. Surprisingly, not all of these searches are performed by people who are trying to prove their friend wrong to win a bet. In some cases these searches are performed by consumers looking for products and services.

Consumers now rely on Google and other search engines as their main source for information. It’s vital that your company appear high on the search engine results page for search queries related to your products and services.

At our agency, we work with dozens of clients to help improve their organic search engine rankings, a practice known as search engine optimization (SEO). This has become a huge industry spawning thousands of companies and freelancers that claim to specialize in SEO services. How do I know there are thousands of companies and freelancers that claim this? Because most of them email each of my clients every day.

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