Digital Marketing Strategy

Digital marketing and advertising services are now offered by a wide variety of companies. The local newspaper, cable company, yellow pages, and numerous other media and marketing firms have invested heavily in tactical digital capabilities. We believe these companies lack the resources, know-how, and objectivity needed to develop an effective digital marketing strategy focused on achieving your company’s objectives.

Our team has developed and executed successful digital marketing strategies for regional, national, ecommerce, non-profit, government, healthcare, B2B, and B2C clients. Our proven track record includes the utilization of search engine marketing, display advertising, video and rich media, social media consultation and advertising, content and inbound marketing, as well as email marketing and marketing automation.

Search Engine Marketing

Mason Digital’s team has developed numerous search engine marketing campaigns for B2C and B2B clients. Utilizing the latest tools and best practices for search engine optimization (SEO) and pay-per-click (PPC) paid search advertising we’re able to achieve optimal results for our clients.

Search engine marketing is becoming a crucial component of any company’s marketing strategy. According to Pew Research, every day 59% of Internet users use search engines. This provides an opportunity for marketers to reach their audience in the right place, at the right time, with the right message. Without a successful search engine marketing campaign, these searchers are far more likely find your competitors.

Mason Digital uses sophisticated tools to develop, execute, and measure search engine marketing initiatives. We treat search engine marketing as a direct response tactic and develop customized processes for measuring ROI. Data collection and analysis is a central component in executing successful campaigns. We continuously measure, analyze, learn, and optimize both paid search, as well as the search engine optimization initiatives, for our clients based on their business objectives. Our process is transparent and collaborative, providing value for all stakeholders.

Search Engine Optimization

Display Advertising

Our in-house staff of digital marketing technologists use demand-side platforms (DSPs) to purchase ads across multiple ad exchanges and YouTube. The Mason Trading Desk enables our clients’ advertising dollars to work harder for them, with lower costs and higher efficiencies. Simply put, it provides sophisticated targeting and reach that eliminates the middle man.

YouTube Viewership

Our programmatic buying professionals have experience purchasing banner, mobile, rich media, native and video advertising for many of our clients. We’ve had success utilizing behavioral (audience) targeting, site targeting, mobile app targeting, contextual targeting, retargeting (remarketing), and demographic targeting. On top of these techniques that use technology to reach a specific audience, we can geo-target (down to the zip code level) as well as target days and day-parts.

As behavior shifts from watching video on the big screen in the living room to the small screen in your pocket, powerful advertising opportunities are emerging. Almost 5 billion videos are watched on YouTube every single day. Every company should consider taking advantage the powerful opportunity this platform presents.

Social / Native Advertising

Social networks provide an opportunity for marketers to achieve mass reach, engagement, and viral dissemination of content and offers. According to recent Pew Research, over 80% of US adults aged 18-49 use social networks.

In today’s social media landscape, marketers need to balance paid, earned, and owned media. Unfortunately, earned media is more difficult to obtain in today’s social media landscape. Facebook continues to tweak their algorithm so that posts reach fewer and fewer fans organically. In order to achieve the reach and engagement needed to have successful social marketing campaigns, many of our clients are using paid opportunities.

Facebook, LinkedIn, Instagram, and other major social networks are now offering extremely effective ways to engage with targeted audiences through native advertising. These ads seamlessly integrate into a user’s feed and are nearly indistinguishable from organic content. Because of this, native ads are often more effective than traditional ad formats.

Advertising on social networks provides some unique opportunities for marketers. One important characteristic of social media advertising is the ability to target audiences based not only on demographic data, but psychographic as well. In addition to great targeting capabilities, social networks provide multiple ways to engage with potential customers. Interactive advertising started with the “click”. In social networks, it has expanded to numerous interactions such as commenting, sharing, liking, reacting, and more. These multiple engagement opportunities provide more effective advertising communications and give brand advocates the opportunity to help disseminate your message and content.

Social Media Usage

Reporting

Analytics and data analysis are at the core of everything we do at Mason Digital. We believe data should teach you something. We use data to consistently analyze and improve the performance of our clients’ digital marketing initiatives. Whether it’s paid search advertising, inbound marketing, or a new website project, robust reports are used to inform every decision along the way.

Our data-centric approach ensures that we remain focused on achieving our clients’ business objectives by consistently measuring each campaign’s key performance indicators. We combine qualitative and quantitative measurements to provide our clients with a comprehensive and informative presentation of each campaign’s results. We’re transparent and collaborative, developing customized reports that provide value to our clients and each stakeholder for every initiative.

Every website we develop is equipped with Google Analytics. We provide our clients access and we also offer training opportunities. We have Google Analytics certified professionals on staff to help our clients understand how their website or app is performing and how to use Google Analytics to measure the results of their overall marketing efforts, both online and offline.

Data Interpretation

Ready to start working with the agency alternative? Let’s talk.

If you’re ready to move beyond data tables without analysis and metrics that don’t translate to your company’s marketing objectives, Mason Digital might be the right alternative for your company. Our passionate team of digital marketers has only one objective, our clients’ success.

 

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Digital Advertising Solutions

  • Research and strategy development
  • Paid search advertising
  • Programmatic display, native and video
  • Social media advertising
  • Robust reporting and analysis
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Articles on Digital Advertising

Karl Heberger

Everyone Is Not Your Customer

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 […]

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Karl Heberger

Using Strategy To Define Tactics

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 […]

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