Blog | Mason Digital

Attention Content Marketers: It’s Not About You

Written by Karl Heberger on April 30, 2019 in Inbound Marketing

Content marketing is a form of marketing focused on creating, publishing, and distributing relevant and informative content to current and prospective customers. Content marketing is not a new phenomenon, but it has exploded in recent years thanks to the relative ease of distribution provided by the internet. Early adopters of content marketing include John Deere […]

APIs & Developer Things: A Day Spent at Google HQ

Written by Jeff Commaroto on April 15, 2019 in

The duopoly is real, Facebook and Google combined dominate online advertising. If you work in digital marketing you touch their technology every day. Meanwhile their product offerings, software and APIs are constantly changing. Keeping up-to-date with everything they throw at us through a hodgepodge of blog posts, YouTube videos and often outdated documentation is a […]

Stop Talking About CTR, Start Measuring Marketing KPIs That Matter

Written by Jeff Commaroto on April 3, 2019 in Analytics

Too often marketing “analysis” takes the form of scorecards or giant tables filled with impressions, clicks, cost and cost per click (CPC) metrics with maybe some social shares thrown in. At Mason Digital we preach marketers should only measure what matters. Sounds good, right? You might ask, “What actually matters?” Simple, all the things that […]

4 Limitations of Google Analytics

Written by Karl Heberger on March 6, 2019 in Analytics

Google Analytics is a free service that allows marketers and website owners to track users’ behavior on their website. It can tell the story that is so critical to understanding how to improve the performance of a site. Specifically, who is visiting, how they got there, and what they did. When I say “who” I […]

Data is Not Insight

Written by Jeff Commaroto on March 4, 2019 in Analytics

For decades we marketers have promised a response to the almost centuries old observation by John Wanamaker, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Advanced user tracking and mass data collection was supposed to transform our industry and provide new accountability. We became convinced data […]

Digital Marketers Should Only Measure What Matters

Written by Karl Heberger on December 31, 2018 in Analytics

About twenty years ago I graduated from college with a degree in marketing and not a clue on what to do with it. It was the period of early transition from traditional marketing to the new world of digital. Side note: I feel old when I tell people that I took a direct marketing course […]

For Digital Marketing Support, Deeper is Better than Wider

Written by Karl Heberger on November 9, 2018 in

We’ve all heard the saying, “jack of all trades, master of none.” This might be used to describe your neighborhood handyman who is often helping people out with various home improvement projects. When you have a serious home renovation, however, you don’t call Bill from next door. You need specialists who can get the job […]

Proceed with Caution: Self-serve Advertising Platforms

Written by Karl Heberger on September 12, 2018 in Digital Advertising

In recent years, the largest digital advertising companies have made a push to attract more small businesses. If you’re a business owner, you’ve probably received postcards in the mail with a twenty-five-dollar credit for Google advertising or been advised to “boost” your Facebook post to maximize performance. The adtech giants have made advertising on their […]

Marketing Intelligence is More Than a Dashboard

Written by Jeff Commaroto on September 6, 2018 in Analytics

Extracting, Transforming and Activating Data Takes Skill Modern marketing campaigns produce vast amounts of data. This data is valuable only after it is transformed into actionable insight. For years marketers and business leaders have chased promises that software could replace the time and labor needed to produce these insights. Despite their availability and adoption professionals […]

Google and Facebook – The Digital Advertising Duopoly

Written by Karl Heberger on July 17, 2018 in

If you have used digital advertising to promote a product or service lately, chances are you handed money over to either Google, Facebook, or both. These two companies, Google (owned by parent company Alphabet) and Facebook, have been dominating the digital marketing universe for a few years now. Last year US advertisers spent $35B with […]