# Mason Interactive > [gt3-gallery id="6168"] [gt3-gallery id="6169"] --- ## Pages - [ROAS Is Killing Your Growth](https://masoninteractive.com/roas-is-killing-your-growth/): - [21stcentury](https://masoninteractive.com/21stcentury/): - [Ted](https://masoninteractive.com/ted/): - [DMJ](https://masoninteractive.com/dmj/): - [Institutional Growth](https://masoninteractive.com/institutional-growth/): - [Billboards](https://masoninteractive.com/billboards/): - [Fashion](https://masoninteractive.com/work-with-fashion/): Mason delivers data-driven marketing, strategic insights, and cutting-edge design for fashion brands. - [UGC Content](https://masoninteractive.com/ugc-content/): - [Amazon](https://masoninteractive.com/amazon-management/): - [Work With Us](https://masoninteractive.com/work-with-us/): - [Home](https://masoninteractive.com/): - [Day+West Portfolio](https://masoninteractive.com/our-offerings/daywest-portfolio/): - [Truffle Portfolio](https://masoninteractive.com/our-offerings/truffle-portfolio/): - [Creative Portfolio](https://masoninteractive.com/our-offerings/creative-portfolio/): - [Kick Off](https://masoninteractive.com/kick-off/): hbspt. forms. create({ region: "na1", portalId: "4076178", formId: "e14a6c3b-c3da-4d2f-a70c-37ce0384bbe5" }); - [SEO Kick-Off](https://masoninteractive.com/kick-off-seo/): hbspt. forms. create({ region: "na1", portalId: "4076178", formId: "12983e9b-8348-4360-b024-75c89594d1ac" }); - [Terms of Service](https://masoninteractive.com/terms-of-service/): - [Privacy Policy](https://masoninteractive.com/privacy-policy/): - [E-commerce](https://masoninteractive.com/our-offerings/e-commerce/): - [B2B](https://masoninteractive.com/b2b/): - [CPG](https://masoninteractive.com/cpg/): - [Beauty](https://masoninteractive.com/beauty/): - [Lifestyle](https://masoninteractive.com/lifestyle/): - [Fashion](https://masoninteractive.com/fashion/): - [Education](https://masoninteractive.com/education/): - [Owned Media](https://masoninteractive.com/our-offerings/owned-media/): - [Webinars](https://masoninteractive.com/webinars/): - [Case Studies](https://masoninteractive.com/case-studies/): - [Blog](https://masoninteractive.com/blog/): - [Events](https://masoninteractive.com/events/): - [Strategy & Creative](https://masoninteractive.com/our-offerings/strategy-creative/): - [Lifecycle Marketing](https://masoninteractive.com/our-offerings/lifecycle-marketing/): - [Paid Media](https://masoninteractive.com/our-offerings/paid-media/): - [Lead Generation](https://masoninteractive.com/our-offerings/lead-generation/): - [E-commerce](https://masoninteractive.com/our-offerings/ecommerce/): - [Our Clients](https://masoninteractive.com/our-clients/): - [Our Team](https://masoninteractive.com/our-team/): - [Our Mission](https://masoninteractive.com/our-mission/): - [Resources](https://masoninteractive.com/resources/): - [Our Offerings](https://masoninteractive.com/our-offerings/): - [Our Approach](https://masoninteractive.com/our-approach/): - [Home OLD](https://masoninteractive.com/home/): --- ## Posts - [The New SEO Era: Competing in a Search Landscape Ruled by AI](https://masoninteractive.com/2025/05/29/the-new-seo-era-competing-in-a-search-landscape-ruled-by-ai/): AI tools like ChatGPT, Perplexity, and Google Overviews are reshaping what shows up in search and who gets visibility. At... - [Why Economic Instability Breeds Successful Businesses](https://masoninteractive.com/2025/03/07/why-economic-instability-breeds-successful-businesses/): In times of economic uncertainty, it’s easy to retreat and wait for sunnier days. However, history shows us that recessions... - [How Beauty Brands Can Stay Ahead in 2025](https://masoninteractive.com/2025/01/22/how-beauty-brands-can-stay-ahead-in-2025/): The beauty industry is constantly evolving, and 2025 promises even greater shifts in how consumers discover, experience, and purchase their... - [Maximizing ROI Through Scientific Ad Testing](https://masoninteractive.com/2025/01/06/maximizing-roi-through-scientific-ad-testing/): Summary Mason quadrupled Tayst Coffee Roasters’s bottom-of-the-funnel sales at no increase in cost, with our rigorous, methodical, ad-testing strategy. Our... - [Cyber Monday - 2024 Paid Search Reflections and 2025 Outlook.](https://masoninteractive.com/2024/12/18/cyber-monday-2024-paid-search-reflections-and-2025-outlook/): Yesterday I was part of a roundtable discussion hosted by BWGStrategy. The topic was Paid Search & Google – a... - [Forward-Thinking Fashion: A Day with Marimekko at Mason Interactive](https://masoninteractive.com/2024/12/13/forward-thinking-fashion-a-day-with-marimekko-at-mason-interactive/): At Mason Interactive, we believe great partnerships are built on shared vision and collaboration. We had the privilege of hosting... - [Strategies Fashion Brands Need to Thrive in 2025](https://masoninteractive.com/2024/12/09/strategies-fashion-brands-need-to-thrive-in-2025/): As consumer expectations shift, fashion brands must innovate and adapt to meet their needs. Here are three strategies to help... - [2025 Trends for CTV Ads: How Brands Can Plan for Success](https://masoninteractive.com/2024/12/09/2025-trends-for-ctv-ads-how-brands-can-plan-for-success/): Connected TV (CTV) advertising is poised for a transformative year in 2025. With falling CPMs (cost per thousand impressions), improved... - [Rebranding Eastern Connecticut State University: A Fresh Visual Identity for the Warriors](https://masoninteractive.com/2024/11/13/rebranding-eastern-connecticut-state-university-a-fresh-visual-identity-for-the-warriors/): We led a comprehensive rebranding initiative for Eastern Connecticut State University (ECSU), revamping their logo, website, and entire visual identity... - [New Client Alert: MiraCosta Community College](https://masoninteractive.com/2024/11/11/new-client-alert-miracosta-community-college/): Community colleges play a crucial role in providing accessible, life-changing education, and we couldn’t be more excited to add MiraCosta... - [New Client Alert: Hate Ends Now](https://masoninteractive.com/2024/11/08/new-client-alert-hate-ends-now/): We are honored to welcome Hate Ends Now to the Mason Interactive family. This remarkable organization is dedicated to Holocaust... - [New Client Alert: Mrs. Alice](https://masoninteractive.com/2024/11/05/new-client-alert-mrs-alice/): Mrs. Alice, the curated tablescape and tableware brand by Alice Naylor-Leyland, has chosen Mason Interactive to manage their advertising in... - [Facing the Enrollment Challenge: Why College Enrollment Is Declining and How Schools Can Adapt](https://masoninteractive.com/2024/09/30/facing-the-enrollment-challenge-why-college-enrollment-is-declining-and-how-schools-can-adapt/): Colleges and universities across the U. S. are grappling with declining enrollment, a trend fueled by demographic shifts, rising costs,... - [The Future Of Digital Advertising in 2024](https://masoninteractive.com/2024/09/11/the-future-of-digital-advertising-in-2024/): As we move through 2024 into 2025, digital advertising is rapidly evolving, bringing new opportunities and challenges for businesses looking... - [Takeaways from Google’s Think Retail NYC: Navigating the Holiday Season](https://masoninteractive.com/2024/09/04/takeaways-from-googles-think-retail-nyc-navigating-the-holiday-season/): Earlier this week, we had the pleasure of attending Google’s Think Retail NYC, a major annual event held at the... - [Summer Internship Experience 2024](https://masoninteractive.com/2024/08/28/summer-internship-experience-2024/): This summer, I have been working as a Digital Marketing intern for Mason and it has been an amazing experience.... - [New Client Alert: Mila](https://masoninteractive.com/2024/08/26/new-client-alert-mila/): We’re thrilled to announce that Mason is partnering with Mila to develop a refined cross-channel advertising strategy for the smart... - [New Client Alert: Brody’s](https://masoninteractive.com/2024/08/23/new-client-alert-brodys/): We’re excited to welcome Brody’s Crafted Cocktails, an award-winning premium spirits company, to our portfolio of CPG brands! Brody’s offers... - [New Client Alert: Lyrically Correct](https://masoninteractive.com/2024/08/21/new-client-alert-lyrically-correct/): We are ecstatic to announce our partnership with Lyrically Correct, an up and coming card game that bridges iconic music,... - [New Client Alert: Popstar](https://masoninteractive.com/2024/08/19/new-client-alert-popstar/): Mason Interactive is excited to partner with Popstar Labs to implement a comprehensive advertising campaign for the men’s health supplement... - [New Client Alert: The Ness](https://masoninteractive.com/2024/08/16/new-client-alert-the-ness/): Mason Interactive is joining forces with The Ness to improve online search visibility of the dance-based fitness brand. The Ness... - [New Client Alert: Everydae](https://masoninteractive.com/2024/08/14/new-client-alert-everydae/): Mason Interactive is excited to partner with Everydae on paid media advertising strategy for the woman-created and owned vitamin company.... - [New Client Alert: SOL LABS](https://masoninteractive.com/2024/08/12/new-client-alert-sol-labs/): We’re excited to announce that Mason Interactive is partnering with SOL LABS! SOL LABS is on a mission to revolutionize... - [March 2024 Google Core Algorithm Update: What Happened?](https://masoninteractive.com/2024/05/15/march-2024-google-core-algorithm-update-what-happened/): Google often keeps details of its algorithm updates under wraps. However, the two significant Google Core Algorithm Updates in March... - [Navigating Third-Party Cookie Deprecation: What You Need to Know](https://masoninteractive.com/2024/04/30/navigating-third-party-cookie-deprecation-what-you-need-to-know/): In the ever-evolving landscape of online privacy, staying ahead of the curve is essential for businesses aiming to connect meaningfully... - [New Client Alert: Eastern Connecticut State University](https://masoninteractive.com/2024/04/30/new-client-alert-eastern-connecticut-state-university/): We are delighted to announce our newest partnership with Eastern Connecticut State University (ECSU), marking a significant addition to our... - [New Client Alert: Pryor Learning](https://masoninteractive.com/2024/03/15/new-client-alert-pryor-learning/): We are excited to share our new partnership with Pryor Learning, a renowned name in corporate training and professional development.... - [New Client Alert: Edward Sexton](https://masoninteractive.com/2024/03/10/new-client-alert-edward-sexton/): Exciting News! Edward Sexton, a key player in the rich history of Savile Row, brings an unparalleled legacy of craftsmanship... - [New Client Alert: Marimekko](https://masoninteractive.com/2024/03/09/new-client-alert-marimekko/): Did you know? Marimekko has a fascinating history and is known for crafting numerous dresses for the wife of President... - [New Client Alert: Bennett Winch](https://masoninteractive.com/2024/03/07/new-client-alert-bennett-winch-2/): We are pleased to announce our partnership with Bennett Winch, a brand synonymous with exceptional craftsmanship, timeless design, and unwavering... - [Mason Interactive Recognized as a 2024 Google Premier Partner](https://masoninteractive.com/2024/02/28/mason-interactive-recognized-as-a-2024-google-premier-partner/): We are honored to be recognized as a 2024 Google Premier Partner. This achievement reflects our unwavering commitment to delivering... - [New Client Alert: University of Florida](https://masoninteractive.com/2024/02/27/new-client-alert-university-of-florida/): We are excited to join forces with the University of Florida (UF), a prestigious institution recognized for its commitment to... - [Mason Interactive: 2024 AVA Digital Awards Winners](https://masoninteractive.com/2024/01/16/2024-ava-digital-awards-winners/): HONORING EXCELLENCE IN DIGITAL CREATIVITY, BRANDING + STRATEGY Mason Interactive has been recognized at the 2024 AVA Digital Awards, an... - [Unpacking BFCM Trends: Insights and Actionable Takeaways](https://masoninteractive.com/2023/12/07/unpacking-bfcm-trends-insights-and-actionable-takeaways/): As we bid farewell to yet another exciting Black Friday and Cyber Monday (BFCM) shopping frenzy, it's imperative to reflect... - [Don’t Get It Twisted: Optimizing vs. True A/B Testing](https://masoninteractive.com/2023/09/14/dont-get-it-twisted-optimizing-vs-true-a-b-testing/): In the realm of digital advertising, the strategies employed to maximize ROI are as diverse as the platforms themselves. When... - [Unlocking Q4 Success: Insights from Meta’s Agency Accelerator Event](https://masoninteractive.com/2023/09/05/unlocking-q4-success-insights-from-metas-agency-accelerator-event/): On August 7th, Mason’s team of experts attended Meta’s Agency Accelerator Event in New York City to learn about executable... - [CPG Brands: Riding the Wave of Latest Trends](https://masoninteractive.com/2023/07/25/cpg-brands-riding-the-wave-of-latest-trends/): Consumer Packaged Goods (CPG) brands are continuously evolving to meet the changing needs and preferences of consumers. The pandemic made... - [Mason Interactive x The Trade Desk](https://masoninteractive.com/2023/03/22/mason-interactive-the-trade-desk/): Mason Interactive is proud to announce that we are expanding our programmatic advertising capabilities with a seat at The Trade... - [What To Do If TikTok Gets Banned](https://masoninteractive.com/2023/03/08/what-to-do-if-tiktok-gets-banned/): Social media platform, TikTok, has taken the world by storm, with millions of users logging onto the app every day... - [Search Engine Trends in the face of AI](https://masoninteractive.com/2023/03/07/how-will-chat-gpt-effect-search-engine-marketing/): It’s been a few months since ChatGPT entered the national consciousness, and I wanted to take a few words to... - [Recap: GROW LA Retail Conference](https://masoninteractive.com/2023/03/02/recap-grow-la-retail-conference/): There’s nothing like connecting with like minded people, discovering new brands, and learning about unique success stories IRL. In a... - [Mason Interactive Recognized as a 2023 Google Premier Partner](https://masoninteractive.com/2023/02/28/mason-interacitive-2023-google-premier-partner/): We’re excited to share that Mason Interactive has achieved 2023 Premier Partner status in the Google Partners program. This designation... - [New Client Alert: Hampden Clothing](https://masoninteractive.com/2023/02/16/new-client-alert-hampden-clothing/): We’re thrilled to announce that Mason Interactive added Hampden Clothing, a designer clothing boutique, to our growing portfolio of Fashion... - [The Future of Analytics: Google Analytics 4](https://masoninteractive.com/2023/02/16/future-of-analytics-ga4/): What is Google Analytics 4? Google Analytics 4 (GA4) is the latest version of Google’s web analytics platform. It replaces... - [New Client Alert: Needed](https://masoninteractive.com/2023/02/06/new-client-needed-perinatal/): We’re excited to announce that Mason Interactive has added perinatal brand, Needed, to our portfolio of health, lifestyle, and wellness... - [Communication is Key (Holiday is here!, part II)](https://masoninteractive.com/2022/11/17/communication-is-key/): Yesterday we wrote about the challenges and solutions we’er seeing in real time. Today I want to share something that’s... - [Holiday is here!](https://masoninteractive.com/2022/11/16/holiday-is-here/): Holiday is here. We’ve frozen PTO, we have twice a day check-ins with most clients, and most of those, seven... - [New Client Alert: SOSHE Beauty](https://masoninteractive.com/2022/11/08/new-client-alert-soshe-beauty/): We’re excited to announce that Mason Interactive added sustainable beauty brand, SOSHE Beauty, to our growing portfolio of cosmetic brands.... - [Recap: Education Marketing Seminar at Google NY](https://masoninteractive.com/2022/10/15/education-seminar-google-october-2022/): On Oct 13th, Mason Interactive welcomed colleges, K-12’s, and more, to Google’s NYC HQ. We shared insights into changes in the... - [Holiday Planning 101: E-Commerce](https://masoninteractive.com/2022/09/28/holiday-planning-101-ecommerce/): Holiday planning for e-commerce brands is underway, and every year we proactively take this time to position our clients for... - [New Client Alert: Robert Louis Stevenson School](https://masoninteractive.com/2022/09/27/new-client-alert-stevenson-school/): We’re thrilled to announce that Mason Interactive has won an RFP from Robert Louis Stevenson School to deliver a best-in-class... - [New Client Alert: Bennett Winch](https://masoninteractive.com/2022/09/20/new-client-alert-bennett-winch/): We’re excited to announce that Mason Interactive recently added UK-based luxury luggage and travel brand, Bennett Winch, to our roster... - [New Client Alert: Two Blind Brothers](https://masoninteractive.com/2022/09/02/two-blind-brothers-new-client/): We’re excited to announce that Mason Interactive has added mission-driven brand, Two Blind Brothers, to our growing portfolio of fashion... - [The Evolution of Shopping Ads on Meta](https://masoninteractive.com/2022/08/31/advantage-shopping-campaigns-meta/): Introducing Advantage+ Shopping Campaigns It’s no secret that Meta platforms’ performance is impacted by Apple’s iOS 14. 5. Apple’s relentless... - [Summer Internship Experience 2022](https://masoninteractive.com/2022/08/12/summer-agency-internship-nyc/): I spent about a month and a half as a summer intern for Mason Interactive. Mason Interactive is a digital... - [3 Winning Tactics to Consider in the Face of Rising CPMs + a Recessionary Environment](https://masoninteractive.com/2022/08/02/3-winning-tactics-we-see-across-clients-in-the-face-of-rising-cpms-a-recessionary-environment/): The economy is slowing, and it costs more to advertise online, but we do have clients who are successfully navigating... - [New Client Alert: Bask & Lather](https://masoninteractive.com/2022/07/26/new-client-alert-bask-lather/): We’re excited to announce that Mason Interactive recently added revolutionary hair growth and grooming brand, Bask & Lather, to our... - [New Client Alert – Vosges](https://masoninteractive.com/2022/07/14/new-client-alert-vosges/): We’re excited to announce that Mason Interactive recently added Chicago-based luxury chocolate maker, Vosges Haut-Chocolat, to our portfolio of CPG... - [Client Only Seminar at Google on 29th of June, 2022.](https://masoninteractive.com/2022/07/06/client-only-seminar-at-google-on-29th-of-june-2022/): Mason Interactive was pleased to present at Google’s Hudson Street offices, with our AWESOME Google crew, about OCI and the... - [New Client Alert - BLUME](https://masoninteractive.com/2022/07/05/new-client-alert-blume/): We’re excited to announce that Mason Interactive added Vancouver-based skincare brand, Blume, to our growing portfolio of beauty brands. Setting... - [Performance Max Campaigns: An Introduction](https://masoninteractive.com/2022/07/05/performance-max-campaigns-an-introduction/): Google is constantly rolling out new capabilities to make ad targeting more accurate and efficient. Performance max campaigns are a... - [New Client Alert - ALALA](https://masoninteractive.com/2022/06/23/new-client-alert-alala/): We’re excited to announce that Mason Interactive recently added Minority Female-Founded + 100% Women-Run brand, ALALA, to our portfolio of... - [Meta Webinar Recap: Strengthening Your Brand's Ad Performance](https://masoninteractive.com/2022/06/09/meta-webinar-recap-strengthening-your-brands-ad-performance/): Mason recently hosted an interactive webinar with Meta to talk about how Conversions API can help to strengthen ad performance... - [Google Analytics 4: An Introduction](https://masoninteractive.com/2022/05/12/google-analytics-4-an-introduction/): The 4th generation of Google Analytics is already out, and there’s finally a hard deadline for when you have to... - [The Future of Marketing Calls for Diversifying Advertising Platforms](https://masoninteractive.com/2022/04/20/the-future-of-marketing-calls-for-diversifying-advertising-platforms/): 2021’s Spring iOS 14 update (that we discussed last year) disrupted the Facebook advertising ecosystem, and put the need for... - [Mason Interactive Hires Kelly Stancil](https://masoninteractive.com/2022/04/05/mason-interactive-hires-kelly-stancil/): We’re thrilled to announce that Kelly Stancil has joined a brand new team at Mason Interactive as our first Data... - [First Party Data: The Key to a Successful Growth Strategy](https://masoninteractive.com/2022/04/04/first-party-data-the-key-to-a-successful-growth-strategy/): First party data refers to user information collected from direct interactions with your brand (email, site, app etc). Owning this... - [Your Retailers Are Your Competitors, Too](https://masoninteractive.com/2022/03/21/your-retailers-are-your-competitors-too/): Picture your eCommerce site as a physical store. Now, imagine your wholesale retail buyers as the businesses next door. Sure... - [Enhanced Conversion Tracking: Everything You Need to Know](https://masoninteractive.com/2022/03/02/enhanced-conversion-tracking-everything-you-need-to-know/): It has never been more important to understand who your potential customers are. As the industry shifts towards focusing more... - [New Client Alert — International Center of Photography](https://masoninteractive.com/2022/02/23/new-client-alert-international-center-of-photography/): We’re excited to announce that Mason Interactive recently added the International Center of Photography, a world renowned institution dedicated to... - [New Client Alert — Sweetie Pie Organics](https://masoninteractive.com/2022/02/23/new-client-alert-sweetie-pie-organics/): We are excited to announce that we’ve added Sweetie Pie Organics, a new CPG brand under Handi-Craft Company, to our... - [Mason Interactive Recognized as a 2022 Google Premier Partner](https://masoninteractive.com/2022/02/17/mason-interactive-recognized-as-a-2022-google-premier-partner/): We’re excited to share that our agency has achieved 2022 Premier Partner status in the Google Partners program. This designation... - [3 Keys to Performance Marketing in 2022 [Report]](https://masoninteractive.com/2022/02/07/3-keys-to-performance-marketing-in-2022-report/): Many brands depend on Cyber Five, the days between Black Friday & Cyber Monday, to put them into the black... - [New Client Alert — Marcella](https://masoninteractive.com/2022/02/07/new-client-alert-marcella/): We’re thrilled to announce that Mason Interactive is partnering to deliver a best-in-class owned media (SEO) strategy for New York... - [New Client Alert – Gussi](https://masoninteractive.com/2022/02/07/new-client-alert-gussi/): We are excited to announce that we’ve added Gussi, a salon-quality haircare/beauty brand, to our growing portfolio of CPG/Beauty brands.... - [Mason Interactive Hires David Grigg](https://masoninteractive.com/2021/11/17/mason-interactive-hires-david-grigg/): We are excited to announce that David Grigg has joined Team Hawk at Mason Interactive as a Performance Marketing Manager. - [Marketing Best Practices for Alcohol Brands](https://masoninteractive.com/2021/10/07/marketing-best-practices-for-alcohol-brands/): When the first lockdowns of Covid-19 hit early in 2020, we began to see a paradigm shift of the entire... - [7 Tips for Effective Video Advertising](https://masoninteractive.com/2021/10/04/7-tips-for-effective-video-advertising/): When it comes to marketing, video content reigns supreme. While there's always a place for text and images, humans are... - [Our Partnership with St. Augustine College is Growing!](https://masoninteractive.com/2021/10/01/our-partnership-with-st-augustine-college-is-growing/): We’re happy to announce that our existing client St. Augustine College has extended the scope of work with us to... - [Owning the Consumer: How to Transition From B2B to D2C](https://masoninteractive.com/2021/09/27/owning-the-consumer-how-to-transition-from-b2b-to-d2c/): Are you transitioning from B2B to D2C and joining the eCommerce revolution? Fitting the direct-to-consumer roadmap into your wholesale model... - [SEO in Higher Education Marketing - 6 Tips for Colleges and Universities](https://masoninteractive.com/2021/09/22/seo-in-higher-education-6-tips-for-colleges-and-universities/): SEO can yield an ongoing, free source of high-converting organic traffic for colleges and universities. We listed 6 tips to... - [Apple iOS 15 & the New Era of Email Marketing](https://masoninteractive.com/2021/09/02/apple-ios-15-the-new-era-of-email-marketing/): Apple’s new Mail Privacy Protection doesn't need to complicate your email marketing efforts. Instead, shift focus to what matters most:... - [How to Use Social Media in Higher Education: 4 Useful Tips](https://masoninteractive.com/2021/08/26/how-to-use-social-media-in-higher-education-4-useful-tips/): Reach new prospective students and meet your enrollment goals with these higher education social media tips. Be aware of your... - [New Client Alert - The GelBottle](https://masoninteractive.com/2021/08/23/new-client-alert-the-gelbottle/): Mason Interactive will manage SEO, Google, and Bing paid media advertising for The GelBottle US to drive website traffic, increase... - [2021 Holiday Guide: Creative Best Practices for Holiday Marketing](https://masoninteractive.com/2021/08/18/creative-best-practices-for-holiday-marketing/): Outperform your competition this holiday season with these creative best practices for holiday marketing! Creative strategy, including tone of voice... - [Mason Interactive Continues to Grow: New Office, New Services](https://masoninteractive.com/2021/08/11/mason-interactive-continues-to-grow-new-office-new-services/): Mason Interactive announces a new, second office opening and an expansion of the service portfolio. These additions empower our clients... - [2021 Holiday Guide: 8 Holiday Marketing KPIs to Track](https://masoninteractive.com/2021/08/04/8-holiday-marketing-kpis-to-track-in-2021/): Check out these holiday marketing KPIs. Ensure you've implement ways to track and measure success before tapping into the joy... - [How to Do Influencer Marketing Right with Facebook Branded Content](https://masoninteractive.com/2021/07/27/how-to-do-influencer-marketing-right-with-facebook-branded-content/): Facebook branded content tools combine the art of creator voices with the science of targeting, ads and paid media, testing... - [Marketing Tips for Emerging D2C Brands: Paid Media](https://masoninteractive.com/2021/07/14/marketing-tips-for-emerging-d2c-brands-paid-media/): Our digital marketing experts share their best paid media tips for emerging D2C brands to drive online sales with Facebook,... - [Mason Interactive Amplifies the Age of Holistic Digital Marketing in Happi Magazine](https://masoninteractive.com/2021/07/13/amplifying-the-age-of-holistic-digital-marketing-in-happi-magazine/): Mason Interactive’s recent feature in Happi magazine discusses how brands can meet the expectations of today’s shoppers by reimagining the... - [5 Important Questions to Ask When Hiring a Digital Marketing Agency](https://masoninteractive.com/2021/07/08/5-important-questions-to-ask-when-hiring-a-digital-marketing-agency/): Ask these 5 important questions when hiring an agency and move forward with confidence in your future digital marketing partnership. - [5 Marketing Tactics to Boost Holiday Sales in 2021](https://masoninteractive.com/2021/07/06/5-marketing-tactics-to-boost-holiday-sales-in-2021/): It's time to start planning for a successful Holiday season. Implement these 5 marketing tactics to boost Holiday sales in... - [New Client Alert - Michael Vincent Academy](https://masoninteractive.com/2021/06/30/new-client-alert-michael-vincent-academy/): Our newest client, Michael Vincent Academy, the #1 accredited beauty school in LA, fits effortlessly into Mason’s roster sitting between... - [Marketing Tips for Emerging D2C Brands: Email & SMS](https://masoninteractive.com/2021/06/29/marketing-tips-for-emerging-d2c-brands-email-sms/): Leveraging the power duo of email and SMS marketing, emerging D2C brands have the potential to double the sales figures... - [Marketing Tips for Emerging D2C Brands: SEO](https://masoninteractive.com/2021/06/17/marketing-tips-for-emerging-d2c-brands-seo/): Search engines generate a big chunk of eCommerce sales. We listed the top SEO tips for emerging D2C brands who... - [How to Create a Modern Shopping Journey with Facebook Discovery Commerce](https://masoninteractive.com/2021/06/16/create-a-modern-shopping-journey-with-facebook-discovery-commerce/): Mason Interactive recently partnered with Facebook to host a webinar on Facebook Discovery Commerce. The goal of the webinar was... - [New Client Alert - Oars and Alps](https://masoninteractive.com/2021/06/10/new-client-alert-oars-and-alps/): Oars and Alps, men’s natural skincare brand, selects Mason Interactive as their strategic partner to grow awareness and reach through... - [7 Effective B2B Marketing Strategies](https://masoninteractive.com/2021/06/08/7-effective-b2b-marketing-strategies/): Discover seven highly effective B2B marketing strategies that help you strengthen your sales pipeline. Combine content, email marketing, SEO, and... - [Marketing Tips for Emerging D2C Brands: Creative Strategy](https://masoninteractive.com/2021/06/03/marketing-tips-for-emerging-d2c-brands-creative-strategy/): Mason’s Director of Creative, Shannon Gallaher, speaks about brand identity, customer journey, and the hottest trends in creative this Summer. - [June 2021 Google Algorithm Update: Core Web Vitals](https://masoninteractive.com/2021/06/02/june-2021-google-algorithm-update-core-web-vitals/): For a few months now, Google has had the Core Web Vitals algorithm update looming over us. What are core... - [5 Best Practices for Creative Assets in Digital Marketing](https://masoninteractive.com/2021/05/26/5-best-practices-for-creative-assets-in-digital-marketing/): Thoughtful creative assets help you sustain a cohesive message across all digital marketing channels. Use creative best practices to create... - [New Client Alert - St. Augustine College](https://masoninteractive.com/2021/05/20/new-client-alert-st-augustine-college/): We’re joining forces with St. Augustine College, our newest education client, and we couldn’t be more thrilled! - [Agency vs. In-House Marketing Team: 8 Reasons Why You Should Hire an Agency](https://masoninteractive.com/2021/05/13/agency-vs-in-house-marketing-team-8-reasons-why-you-should-hire-an-agency-2/): Should you outsource or keep your marketing in-house? Partnering with an agency comes with benefits such as low cost, better... - [New Client Alert - Adit](https://masoninteractive.com/2021/05/11/new-client-alert-adit/): New client alert! Adit, a virtual buying team for helping retailers and indie beauty brands find their perfect match. - [Apple iOS 14.5 Privacy Policy is Here. Now What?](https://masoninteractive.com/2021/05/05/apple-ios14-5-privacy-policy-is-here-now-what/): Apple iOS 14. 5 rolled out on April 26th. How has it impacted advertisers this far? What can you do... - [New Client Alert – The Spare Food Co.](https://masoninteractive.com/2021/05/04/new-client-alert-the-spare-food-co/): We are thrilled to announce that we recently added revolutionary, sustainable food company, The Spare Food co. , to our... - [Unlock New Audiences and Drive Growth with Alternative Creative Routes](https://masoninteractive.com/2021/05/03/unlock-new-audiences-and-drive-growth-with-alternative-creative-routes/): What is Facebook’s “Create for Growth” framework? Drive growth and reach new audiences through motivation-led creative, testing, and using broader... - [New Client Alert - Joy Creative Shop](https://masoninteractive.com/2021/04/25/new-client-alert-joy-creative-shop/): Mason Interactive will manage paid media and email marketing for Joy Creative Shop to delight their new and existing customers. - [Attract High-Quality Leads With Google Offline Conversion Tracking](https://masoninteractive.com/2021/04/22/attract-high-quality-leads-with-google-offline-conversion-tracking/): How to combine data from online and offline sources? Google Offline Conversion Tracking helps merge the two for a unified... - [New Client Alert - Emilie Heathe](https://masoninteractive.com/2021/04/16/new-client-alert-emilie-heathe/): The focus of this exciting D2C partnership is to build a long-term digital marketing strategy that will drive brand awareness... - [5 Things to Know About YouTube Advertising for Higher Education](https://masoninteractive.com/2021/04/09/5-things-to-know-about-youtube-advertising-for-higher-education/): In this article we listed the top five tactics higher ed marketers must know when advertising their college or university... - [New Client Alert - OTIS Dental](https://masoninteractive.com/2021/04/06/new-client-alert-otis-dental/): We are thrilled to announce a new partnership with OTIS Dental, an emerging brand in the dental and oral care... - [What Marketers Need to Know About OTT Advertising](https://masoninteractive.com/2021/04/01/what-is-ott-advertising/): Get your ads seen on TV screens with OTT advertising. Manage full-funnel, cross-device campaigns and use smart consumer insights for... - [New Client Alert - MICROBE-LIFT](https://masoninteractive.com/2021/03/26/new-client-alert-microbe-lift/): Mason's team will manage Amazon advertising and creative design for MICROBE-LIFT to increase sales and build brand awareness for their... - [The Best Amazon Advertising Guide for Growing Brands [2021]](https://masoninteractive.com/2021/03/24/the-best-amazon-advertising-guide-for-growing-brands-2021/): This step-by-step guide dives into Amazon seller and Amazon advertising best practices, the different types of ads and how they... - [Mason Interactive Founder & CEO Interviewed by Beauty Independent](https://masoninteractive.com/2021/03/19/mason-interactive-founder-ceo-interviewed-by-beauty-independent/): Interviewed by Beauty Independent, Mason Interactive Founder and CEO Brook Llewelyn Shepard shared his tips on building a successful direct-to-consumer... - [What is Performance Marketing? (And, is it magic?)](https://masoninteractive.com/2021/03/18/what-is-performance-marketing-and-is-it-magic/): Performance marketing is a type of digital marketing that involves statistics and math to generate measurable results like leads, sales,... - [New Client Alert - RGNY Winery](https://masoninteractive.com/2021/03/17/new-client-alert-rgny-winery/): Mason Interactive will manage paid media for RGNY to build brand awareness for the winery, and to increase sales. - [We Made the List of 2021 Inc. 5000 Regionals: N.Y. Metro!](https://masoninteractive.com/2021/03/16/we-made-the-list-of-2021-inc-5000-regionals-n-y-metro/): Inc. magazine today revealed that Mason Interactive is No. 114 on its second annual Inc. 5000 Regionals: New York City... - [Apple iOS 14 Privacy Policy Is Reshaping The World of Advertising](https://masoninteractive.com/2021/03/07/apple-ios-14-privacy-policy-is-reshaping-the-world-of-advertising/): Apple iOS 14 privacy update will be one of the most dramatic changes to the advertising industry. How is it... - [New Client Alert – Nepal Tea](https://masoninteractive.com/2021/03/01/new-client-alert-nepal-tea/): Nepal Tea partners with Mason Interactive to build a long-term digital marketing strategy that will drive brand awareness and increased... - [How to Boost Sales When an Influencer Regrams your Brand](https://masoninteractive.com/2021/02/25/how-to-boost-sales-when-an-influencer-regrams-your-brand/): When an influencer regrams your brand on Instagram, how can you leverage the brand recognition to boost sales and drive... - [Webinar Recap: YouTube Advertising 101 with Google](https://masoninteractive.com/2021/02/22/webinar-recap-youtube-advertising-101-with-google/): Missed our YouTube Advertising Webinar? Read the highlights to find out everything you need to know about advertising on YouTube... - [New Client Alert - Great Oaks Legacy Charter School](https://masoninteractive.com/2021/02/18/new-client-alert-great-oaks-legacy-charter-school/): We are excited to announce our new partnership with Great Oaks Legacy Charter School, a college prep school in Newark,... - [Black History Month 2021: 5 Influential Black People in the History of Advertising](https://masoninteractive.com/2021/02/10/5-influential-black-people-in-the-history-of-advertising/): In honor of Black History Month, let’s recognize ways black people have shaped the advertising industry in history . - [New Client Alert - Vapour Beauty](https://masoninteractive.com/2021/02/09/new-client-alert-vapour-beauty/): We are thrilled to announce our new partnership with the natural beauty brand Vapour Beauty. Vapour Beauty founders, Krysia and... - [New Client Alert – Hella Cocktail Co.](https://masoninteractive.com/2021/02/03/new-client-alert-hella-cocktail-co/): We are thrilled to announce that we recently added a leading beverage brand, Hella Cocktail Co. , to our growing... - [Digital or Sink: Life-Saving Digital Marketing Strategies for Emerging Brands](https://masoninteractive.com/2021/02/02/digital-or-sink-life-saving-digital-marketing-strategies-for-emerging-brands/): Life-saving digital marketing strategies for emerging brands with a limited budget, less historical data, or an incomplete marketing strategy. - [Apple's iOS 14 Privacy Update and Advertising](https://masoninteractive.com/2021/01/14/apple-ios-14-privacy-update-and-advertising/): Apple’s new iOS14 privacy features will impact how advertisers and agencies receive and process data and conversion events, from partners... - [Best Free Digital Marketing Tools 2021](https://masoninteractive.com/2021/01/07/best-free-digital-marketing-tools-2021/): Want to build your marketing stack without breaking the bank? Be sure to check out our recommendations for the best... - [What is a Competitive Marketing Audit and Why You Need One?](https://masoninteractive.com/2020/12/28/what-is-a-competitive-marketing-audit-and-why-you-need-one/): If you’re launching a new product or a service, or want to evaluate your strategy for the new year, you... - [What You Need to Know About Google's December Core Update 2020](https://masoninteractive.com/2020/12/14/what-you-need-to-know-about-googles-december-core-update-2020/): We saw another Google core algorithm update in December 2020, which would make that the third (and hopefully final) major... - [2020 in Review: Navigating the Crisis with Digital-First Marketing](https://masoninteractive.com/2020/12/09/2020-in-review-navigating-the-crisis-with-digital-first-marketing/): 2020 has been an unpredictable year, full of challenges, pivots, and unfathomable shifts toward digital firsts. As a result, digital... - [Smart Marketing Hacks for Post-Holiday Campaigns](https://masoninteractive.com/2020/12/01/smart-marketing-hacks-for-post-holiday-campaigns/): Stand out with post-holiday marketing campaigns. When your competitors go quiet, continue your sales success long after the new year... - [3 Ways to Overcome Higher Education Marketing Challenges in 2021](https://masoninteractive.com/2020/11/19/3-ways-to-overcome-higher-education-marketing-challenges-in-2021/): Resolve higher education marketing challenges in 2021 by strengthening your recruitment programs, communicating value, and generating high-intent leads. - [Day in the life: Account Strategist Dasia](https://masoninteractive.com/2020/11/11/day-in-the-life-account-strategist-dasia/): While our team of digital marketing experts continues to grow, we want to introduce you to our new Digital Account... - [Facebook Launches New Shopping Capabilities](https://masoninteractive.com/2020/10/30/facebook-launches-new-shopping-capabilities/): Facebook has launched new custom audience targeting over the last week specifically for retargeting users who have interacted on the... - [7 Crucial Enrollment Marketing Mistakes to Avoid](https://masoninteractive.com/2020/10/29/the-scariest-enrollment-marketing-mistakes/): What is preventing you from reaching your enrollment goals? These are the most crucial enrollment marketing mistakes higher education marketing... - [Email Tips & Tricks to Win Holiday Sales](https://masoninteractive.com/2020/10/27/email-tips-tricks-to-win-holiday-sales/): Why Email Marketing? Email marketing is one of the most effective forms of marketing around. Not only is it effective... - [Facebook is Limiting Ads: Everything You Need to Know](https://masoninteractive.com/2020/10/19/facebook-is-limiting-ads-everything-you-need-to-know/): Are you currently running ads on Facebook? Did you know that running too many ads at the same time can... - [7 Creative Ideas to Stand out This Holiday Season](https://masoninteractive.com/2020/10/16/7-creative-ideas-to-stand-out-this-holiday-season/): Enhance the digital holiday shopping experience with these creative ideas. Microsites, email drip campaigns, and authentic content can significantly boost... - [Mason Team Continues to Grow](https://masoninteractive.com/2020/10/09/mason-team-continues-to-grow/): With the holiday season fast approaching, the team at Mason Interactive is getting ready for the busiest quarter of the... - [Facebook Attribution: When the Partner Listens to Feedback](https://masoninteractive.com/2020/10/08/facebook-attribution-when-the-partner-listens-to-feedback/): Unlike previously announced, Facebook's default attribution window will remain unchanged for the rest of 2020, and the changes are expected... - [New Client Alert - Kalista Beauty](https://masoninteractive.com/2020/10/05/new-client-alert-kalista-beauty/): Mason Interactive’s team will manage SEO & Paid Media for Kalista Beauty. The two channels will create a powerful funnel... - [Facebook Attribution: Goodbye 28 Day, Hello 7 Day Click](https://masoninteractive.com/2020/10/02/facebook-attribution-goodbye-28-day-hello-7-day-click/): As of October 12th, Facebook (and Instagram) are moving from a default 28 day click, to a 7 day click. - [Top 5 Most Common SEO Mistakes](https://masoninteractive.com/2020/10/01/top-5-most-common-seo-mistakes/): Keeping up with the ever-changing search engine algorithms and SEO best practices can be overwhelming. We listed five of the... - [5 Key Performance Indicators for Higher Education Marketing Professionals](https://masoninteractive.com/2020/09/28/5-key-performance-indicators-for-higher-education-marketing-professionals/): Knowing your marketing metrics will help you make better informed decisions with your enrollment strategy. Align the higher education marketing... - [New Client Alert - The King's College](https://masoninteractive.com/2020/09/21/new-client-announcement-the-kings-college/): We are excited to begin a new partnership with The King’s College, a Christian liberal arts college located in New... - [Big Announcement: Mason Interactive Expands to North Carolina](https://masoninteractive.com/2020/09/21/big-announcement-mason-interactive-expands-to-north-carolina/): Mason Interactive is setting new roots in North Carolina and plans to open an office location in Charlotte, in addition... - [TikTok Downloads Will Be Banned - What it Means for Advertisers?](https://masoninteractive.com/2020/09/18/tiktok-downloads-will-be-banned-what-it-means-for-advertisers/): The new TikTok restrictions do not set limitations on advertising on TikTok, and the campaigns can run as usual. - [New Client Alert - Drew University](https://masoninteractive.com/2020/09/18/new-client-alert-drew-university/): We are excited to welcome Drew University, a liberal arts college located in Madison, New Jersey, to our roster of... - [Day in the Life of: SEO Manager Marissa](https://masoninteractive.com/2020/09/15/day-in-the-life-of-seo-manager-marissa/): Here at Mason Interactive, we embrace close collaboration between our team of digital marketing specialists. Even virtually, we host regular... - [Agency vs. In-House Marketing Team: 8 Reasons Why You Should Hire an Agency](https://masoninteractive.com/2020/09/15/agency-vs-in-house-marketing-team-8-reasons-why-you-should-hire-an-agency/): Should you outsource or keep your marketing in-house? Partnering with an agency comes with benefits such as low cost, better... - [New Client Alert - Aya Paper Co.](https://masoninteractive.com/2020/09/14/new-client-alert-aya-paper-co/): We are happy to announce that we have recently begun a new partnership with Aya Paper Co. – a sustainable... - [New Client Alert - Rucker Roots](https://masoninteractive.com/2020/09/09/new-client-alert-rucker-roots/): We are happy to announce that we have recently begun a new partnership in the beauty space, an all natural... - [Webinar Recap: The Secrets of SEO for eCommerce](https://masoninteractive.com/2020/08/26/webinar-recap-the-secrets-of-seo-for-ecommerce/): Mason Interactive’s digital marketing webinar series continued with a webinar titled: The Secrets of SEO for eCommerce. Webinar hosts Jenna... - [Day in the Life of: SEO Account Manager Molly](https://masoninteractive.com/2020/08/24/day-in-the-life-of-seo-account-manager-molly/): At Mason Interactive, we pride ourselves on our company culture, and on our close-knit team of digital marketing specialists who... - [5 Ways COVID-19 Has Changed The Way We Work (so far)](https://masoninteractive.com/2020/08/19/5-ways-covid-19-has-changed-the-way-we-work-so-far/): We have adopted new ways of working, communicating, and maintaining company culture. These are the five work routines we look... - [New Client Alert - Georgia Louise](https://masoninteractive.com/2020/08/17/new-client-alert-georgia-louise/): Mason’s team will be responsible for managing all advertising for Georgia Louise skincare devices and tools, with an emphasis on... - [Mason Interactive Recognized on Inc. 5000 list of America’s Most Successful Companies](https://masoninteractive.com/2020/08/12/mason-interactive-recognized-on-inc-5000-list-of-americas-most-successful-companies/): Inc. magazine revealed today that Mason Interactive is included on its annual Inc. 5000 list, the most prestigious ranking of... - [Paid Media vs. SEO: Which is Better for Your Business?](https://masoninteractive.com/2020/08/10/paid-media-vs-seo-which-is-better-for-your-business/): One of the most common questions we get from prospective clients is “What is the difference between Paid Media and... - [New Client Alert - Fire Cider](https://masoninteractive.com/2020/08/06/new-client-alert-fire-cider/): Our team will be develop a paid media strategy that aims to boost brand awareness and bring the amazing products... - [2020 Holiday Preparation Starts Now](https://masoninteractive.com/2020/08/06/2020-holiday-preparation-starts-now/): We spoke with Mason’s Director of Media, Adrian Padron, about Holiday trends and why this year is shaping to be... - [Webinar Recap: TikTok Ads 101](https://masoninteractive.com/2020/08/05/webinar-recap-tiktok-ads/): Our digital marketing webinar series continued with a TikTok Advertising masterclass to explore the true potential of TikTok as a... - [Google Drops Commission Fees for "Buy on Google"](https://masoninteractive.com/2020/07/31/google-drops-commission-fees-for-buy-on-google/): Google has introduced series of changes to make eCommerce more accessible to retailers of all sizes. Biggest benefit being zero... - [New Client Alert - Wholesome Crave](https://masoninteractive.com/2020/07/30/new-client-alert-wholesome-crave/): The Wholesome Crave partnered with Mason Interactive to go direct-to-consumer in a big way with a new SEO strategy that... - [Mason Team is Growing](https://masoninteractive.com/2020/07/28/mason-team-is-growing/): We are growing our team of digital experts and are excited to introduce the newest team members; Marissa (SEO team)... - [SEO 101: What is Essential?](https://masoninteractive.com/2020/07/27/seo-101-what-is-essential/): SEO, or Search Engine Optimization, is the organic practice of increasing both the quality of traffic to your website as... - [New Client Alert - Olive + M](https://masoninteractive.com/2020/07/13/new-client-alert-olive-m/): Skincare brand Olive + M partners with Mason Interactive with a goal to drive online sales through a strategic mix... - [New Client Alert - MilkMoney](https://masoninteractive.com/2020/07/10/new-client-alert-milkmoney/): The online fashion retailer partners with Mason Interactive to increase site traffic, conversions rates and brand exposure through digital advertising. - [Update from CEO: July Boycott](https://masoninteractive.com/2020/07/08/update-from-ceo-july-boycott/): We appreciate the July Boycott initiative. None of Mason Interactive's clients, majority Direct-to-Consumer brands, are pulling July media spend on... - [Industry Update: Latest Trends in Advertising Spend](https://masoninteractive.com/2020/06/25/industry-update-latest-trends-in-advertising-spend/): The cost of advertising online for our direct-to-consumer clients is now higher than it was in March, and is approaching... - [Build your Digital Storefront Effortlessly with Shops on Instagram](https://masoninteractive.com/2020/06/24/build-your-digital-storefront-effortlessly-with-shops-on-instagram/): Shops on Instagram brings users an immersive experience and a full-screen storefront, enabling businesses to introduce their brand and products... - [Webinar Highlights: Measuring Enrollment Marketing Success](https://masoninteractive.com/2020/06/23/google-mason-webinar-highlights-measuring-enrollment-marketing-success/): In our education webinar with Google we discussed the latest marketing trends and tactics in the higher education marketing landscape. - [Advertising on TikTok: What You Need to Know](https://masoninteractive.com/2020/06/18/advertising-on-tiktok-what-you-need-to-know/): Is TikTok advertising the right fit for your business? Here's an overview of the platform and what advertising options are... - [New Client Alert - Kelley Cawley](https://masoninteractive.com/2020/06/09/new-client-alert-kelley-cawley/): We are pleased to announce that a fashion retailer Kelley Cawley has selected Mason Interactive as their digital advertising partner. - [The Most Recent Google Algorithm Update Explained](https://masoninteractive.com/2020/05/22/the-most-recent-google-algorithm-update-explained/): It should come to no surprise that search engines and platforms like Google are constantly evolving and making changes to... - [Webinar Highlights: Stay in the Market with a Reduced Marketing Budget](https://masoninteractive.com/2020/05/15/webinar-highlights-stay-in-the-market-with-a-reduced-marketing-budget/): Pivot your objectives and positioning, while controlling the overall advertising cost, and drive good quality traffic to your website. - [Demand for Higher Education Continues to Grow](https://masoninteractive.com/2020/05/13/demand-is-booming-for-higher-education/): Low advertising costs and increased demand has created a huge opportunity for higher education. Capitalize on increased demand and exceed... - [Email Marketing Best Practices to Increase Results](https://masoninteractive.com/2020/05/11/email-marketing-best-practices-to-increase-results/): Email open rates are going up. We gathered our best tips to capture this increasing audience and drive better results... - [New Client Alert - Veerah](https://masoninteractive.com/2020/05/07/new-client-alert-veerah/): A luxury shoe brand VEERAH, is the latest addition to Mason Interactive’s roster of fashion clients. - [Now is the Time to Build Brand EQUITY](https://masoninteractive.com/2020/05/07/now-is-the-time-to-build-brand-equity/): Connect authentically with consumers and build up your authority cross channels and within the consumer space. - [Mason Interactive Welcomes Auto Approve and Strong Roots](https://masoninteractive.com/2020/05/06/mason-interactive-welcomes-auto-approve-and-strong-roots/): We are excited to welcome two new brands to our roster of clientele; Auto Approve and Strong Roots. - [New Client Alert - Lash Star Beauty](https://masoninteractive.com/2020/05/05/new-client-alert-lash-star-beauty/): We are excited to welcome make-up brand Lash Star Beauty to our roster of clientele. Lash Star Beauty’s revolutionary make-up... - [Google Makes Its Shopping Service Free for Merchants](https://masoninteractive.com/2020/04/22/google-makes-its-shopping-service-free-for-merchants/): Google introduced free product listings on the Google Shopping Tab and Shopping Property in order to provide better search results... - [Prepare your Marketing for the Upcoming Surge in Demand](https://masoninteractive.com/2020/04/13/prepare-your-marketing-for-the-upcoming-surge-in-demand/): After the pandemic we will see a surge in demand for goods and services. Brands must be ready to flip... - [COVID-19 Brand Success Story: How Tayst Coffee scaled with Amazon](https://masoninteractive.com/2020/04/07/covid-19-brand-success-story-how-tayst-coffee-scaled-with-amazon/): Tayst Coffee Roaster successfully shifted from B2B to D2C in light of the current COVID-19 pandemic. - [Today's landscape: Digital Advertising for Ecommerce & Higher Education](https://masoninteractive.com/2020/03/30/todays-landscape-digital-advertising-for-ecommerce-higher-education/): Advertising space has become less competitive in a post COVID-19 environment. Brands can get in front of their target audience... - [New Client Alert - CanvasPeople](https://masoninteractive.com/2020/03/23/new-client-alert-canvaspeople/): We are pleased to restart our partnership with CanvasPeople and grow their sales through digital marketing. - [Marketer's Guide: Advertising in the face of COVID-19](https://masoninteractive.com/2020/03/18/marketers-guide-advertising-in-the-face-of-covid-19/): Outside-the-box thinking can help marketers navigate through this new landscape. We shared some ideas how. - [New Client Alert - Onviant Insurance Agency](https://masoninteractive.com/2020/03/12/new-client-alert-onviant-insurance-agency/): Onviant Insurance Agency joins our client roster. The new advertising strategy will drive sales and brand awareness for the agency. - [Webinar recap: Facebook Messenger for Higher Education](https://masoninteractive.com/2020/02/12/webinar-recap-facebook-messenger-for-higher-education/): In partnership with Facebook, we hosted a webinar exploring how higher education marketing professionals can utilize Facebook Messenger. - [Working with a Google Premier Partner](https://masoninteractive.com/2020/01/30/working-with-a-google-premier-partner/): Being a Google Premier Partner means we are knowledgeable, experienced and fully equipped to build our clients exceptional Google Ads... - [2020: Social Media Marketing is Changing](https://masoninteractive.com/2020/01/10/social-media-marketing-is-changing/): Social media is changing for advertisers and users - knowing what’s to come and how it will affect the digital... - [New Client Alert - Eredi Pisanò](https://masoninteractive.com/2019/12/05/new-client-alert-eredi-pisano/): Today we are excited to announce the latest addition to our client family; an italian menswear brand Eredi Pisanò. - [Holiday Sales Tactics Discovered at the Fashion Marketing Summit](https://masoninteractive.com/2019/11/22/holiday-sales-tactics-discovered-at-the-fashion-marketing-summit/): Mason’s third fashion marketing event in 2019, in partnership with Google, brought together fashion marketing professionals at the Soho Grand... - [New Client Alert - DEMARSON](https://masoninteractive.com/2019/11/19/new-client-alert-demarson/): A luxury accessories and statement jewelry brand DEMARSON joins our roster of fashion clients. - [New Client Alert - Gitman Bros.](https://masoninteractive.com/2019/11/13/new-client-alert-gitman-bros/): We are thrilled to welcome two additional Gitman brands, Gitman Bros. and Gitman Vintage, to our client family. - [Higher Education professionals came together in Milwaukee](https://masoninteractive.com/2019/10/21/highedweb-2019/): 2019 HighEdWeb Conference gathered over 700 developers, marketers, programmers, designers, writers and digital professionals to learn the latest in EDU... - [What we learned at the Unbounce Call to Action Conference](https://masoninteractive.com/2019/10/10/what-we-learnt-at-the-unbounce-call-to-action-conference/): Some of the greatest minds in digital marketing came together last month in Vancouver. Check out what’s trending in the... - [Meet the New Faces of Mason](https://masoninteractive.com/2019/09/13/meet-the-new-faces-of-mason-interactive/): We couldn’t be happier to welcome three new additions to our growing team of digital experts. Meet Ashley, Jessica and... - [Why Stella Valle chose Mason Interactive](https://masoninteractive.com/2019/09/12/why-stella-valle-chose-mason-interactive/): Check out this testimonial video to see how our data-driven paid search strategy drove growth for the jewelry brand Stella... - [New Client Alert - RiseWell](https://masoninteractive.com/2019/09/10/new-client-alert-risewell/): Mason’s team will be responsible for managing all online media and advertising for natural oral care brand RiseWell. - [New Client Alert - Mignonne Gavigan](https://masoninteractive.com/2019/09/05/new-client-alert-mignonne-gavigan/): Jewelry brand Mignonne Gavigan, has selected Mason Interactive as their digital marketing agency. - [New Client Alert - Milemark](https://masoninteractive.com/2019/08/05/new-client-alert-milemark/): Mason’s roster of Fashion clients grows with Milemark. , a boutique brand that offers made-to-order clothing for younger consumers. - [7 Digital Marketing Tips from Mason's Gurus](https://masoninteractive.com/2019/08/05/digital-marketing-tips/): These tips will help you win the heart of the consumer and turn your website into a lead magnet. - [New Client Alert - USATestprep](https://masoninteractive.com/2019/08/02/new-client-alert-usatestprep/): USATestprep, a leader in curriculum resources and test prep for high schools, has selected Mason Interactive as their Digital Marketing... - [New Client Alert - Zaxie](https://masoninteractive.com/2019/08/02/new-client-alert-zaxie/): Mason’s team welcomes Zaxie, a fashion jewelry brand, to our client family! - [New Client Alert - French Institute Alliance Française](https://masoninteractive.com/2019/07/17/new-client-alert-french-institute-alliance-franaise/): French Institute Alliance Française joins Mason’s diverse client roster. - [CIA at Google](https://masoninteractive.com/2019/07/12/cia-at-google/): We had an insightful meeting with Culinary Institute of America at the Google HQ planning new strategies. - [New Client Alert - Indie Lee](https://masoninteractive.com/2019/07/03/new-client-alert-indie-lee/): We are very happy to add Indie Lee, an organic skincare brand, to Mason’s growing portfolio of Beauty & Lifestyle... - [Consumer Goods Pioneers Came Together at CDS 2019](https://masoninteractive.com/2019/06/28/consumer-goods-pioneers-came-together-at-cds-2019/): Foundermade’s Consumer Discovery Show is a gathering for founders, retailers and influencers from the most innovative beauty, fashion, wellness and... - [What is Calibra?](https://masoninteractive.com/2019/06/24/what-is-calibra/): Calibra is a new digital wallet that you’ll be able to use to save, send and spend cryptocurrency Libra. - [New Client Alert - Cinq à Sept](https://masoninteractive.com/2019/06/10/new-client-alert-cinc-sept/): A fashion label Cinc à Sept has selected Mason Interactive as their digital marketing partner. - [Exciting insights from Google Marketing Live ‘19](https://masoninteractive.com/2019/05/24/exciting-insights-from-google-marketing-live-19/): Google Marketing Live ‘19 in San Fransisco was a blast! Read what we learnt about Google’s new ad products. - [Email Revenue Calculator](https://masoninteractive.com/2019/05/01/email-revenue-calculator/): We often get asked some version of “how many emails do I need to send, to hit my revenue targets.... - [Staffing Changes at Mason](https://masoninteractive.com/2019/04/24/staffing-changes-at-mason/): We are growing! As part of the growth, we are proud to announce a restructuring of our teams to better... - [How do I define success?](https://masoninteractive.com/2019/04/10/how-do-i-define-success/): New clients often ask us "What will success look like? " That is a very hard question to answer, because it... - [New Client Alert - G-Shock Watches](https://masoninteractive.com/2019/04/08/new-client-alert-g-shock-watches/): We're excited to welcome G-SHOCK to the Mason family! - [Mailchimp and Shopify integration](https://masoninteractive.com/2019/04/03/mailchimp-and-shopify-integration/): It’s been a messy breakup between Mailchimp and Shopify. - [Reasons to Hire An Agency](https://masoninteractive.com/2019/03/29/reasons-to-hire-an-agency/): One reason to hire an agency, is to have someone on call to tell you hard truths you don’t want... - [Fashion and Lifestyle Marketing Lunch and Learn](https://masoninteractive.com/2019/03/28/fashion-and-lifestyle-lunch-and-learn-at-the-princeton-club-march-27th-2019/): Our 4th event was a success! Huge thanks for all attendees! - [A Thought on Conversion Rates](https://masoninteractive.com/2019/03/26/a-thought-on-conversion-rates/): Audit your competition and have a hard conversation about what those competitors are doing that you are not. - [New Client Alert - New Jersey Institute of Technology](https://masoninteractive.com/2019/03/24/new-client-alert-new-jersey-institute-of-technology/): We’ve added another fantastic school to our client roll! - [On-Site Visits Promote Superior Understanding](https://masoninteractive.com/2019/03/14/on-site-visits-promote-superior-understanding/): Our team visits TCS Education Systems in their office in Chicago monthly. - [Social Media for B2B?](https://masoninteractive.com/2019/02/20/social-media-for-b2b/): Lots of our B2B clients ask me “why would I use social? I mean, I can see using LinkedIn, but... - [Review of our Fashion and Lifestyle event at Google on January 31st, 2019](https://masoninteractive.com/2019/02/18/review-of-our-fashion-and-lifestyle-event-at-google-on-january-31st-2018/): Over 100 attendees braved the 2° weather to attend our quarterly event here in NYC. - [Simple Landing Copy Changes can Make a Big Difference](https://masoninteractive.com/2019/02/14/simple-landing-copy-changes-can-make-a-big-difference/): What did we learn from A/B/C/D testing taglines on our client’s landing page? - [Human Intervention in Google Accounts](https://masoninteractive.com/2019/02/10/human-intervention-in-adwords-accounts/): Google Ads reps are about to start making changes to advertiser accounts. - [Fashion and Lifestyle Summit at Google NYC HQ](https://masoninteractive.com/2019/02/01/fashion-and-lifestyle-summit-at-google-nyc-hq/): At our third Google Summit, we were lucky to have Deepa Gandhi, COO and Co-founder of Dagne Dover, on stage... - [New Client Alert - Walgreens Boots Alliance](https://masoninteractive.com/2019/01/08/new-client-alert-walgreens-boots-alliance/): We are excited to be handling a Direct to Consumer product for Walgreens Boots Alliance. - [Clients in the Wild: dude. be nice](https://masoninteractive.com/2018/07/30/clients-in-the-wild-dude-be-nice/): dude. be nice, who strive to create what they call "Conscious Culture," is a blast to work with. - [Monthly Trip to Chicago, #72, in the books](https://masoninteractive.com/2018/07/27/monthly-trip-to-chicago-72-in-the-books/): We had great time, as usual, in Chicago! - [Changes to Gainful Employment laws affecting our business](https://masoninteractive.com/2018/07/26/changes-to-gainful-employment-laws-affecting-our-business/): The Education Department plans to eliminate regulations forcing for-profit colleges to prove that they provide gainful employment to the students... - [Bad Targeting](https://masoninteractive.com/2018/07/25/bad-targeting/): Our job is to be an ally for our clients, Tactically and Strategically. - [Van de Velde Quarterly Business Review](https://masoninteractive.com/2018/07/18/van-de-velde-quarterly-business-review/): Quarterly Business Reviews are super valuable for all and helps us plan future strategies better. - [Mission Statement](https://masoninteractive.com/2018/07/12/mission-statement/): Mason Interactive's mission Statement is: Be an ally for our clients to grow their business. That's it. Simple. We succeed... - [Google Marketing Live at the San Jose Convention Center](https://masoninteractive.com/2018/07/10/2018-7-10-google-marketing-live-at-the-san-jose-convention-center/): We are in beautiful San Jose California for Google Marketing Live. It’s nice to see old friends & make new... - [New Client Alert: Jondo](https://masoninteractive.com/2018/06/15/new-client-alert-jondo/): Jondo is a global, end-to-end printing behemoth, and we are happy to be handling their worldwide SEO. They were looking... - [TCS Ed System in our new conference room](https://masoninteractive.com/2018/06/15/tcs-ed-system-in-our-new-conference-room/): We had the pleasure of hosting Hamza today as our very first client face-to-face in our new office. Hamza, many... - [New Client Alert: Choosy](https://masoninteractive.com/2018/05/23/new-client-alert-choosy/): We are Capital-T thrilled to have Choosy as our newest client. They are redefining fast fashion, and we are thrilled... - [Meeting at Shiseido in Paris](https://masoninteractive.com/2018/04/25/meeting-at-shiseido-in-paris/): Thank you Team Shiseido for taking care of us at your Paris offices. We had a great time, and look... - [Seeing clients at The Igluu in The Netherlands](https://masoninteractive.com/2018/04/24/seeing-clients-at-the-igluu-in-the-netherlands/): We had the immense pleasure of seeing Van de Velde on their home turf in Eindhoven, Holland. Their office is... - [GDPR Compliance](https://masoninteractive.com/2018/04/22/gdpr-compliance/): At Mason, our worldwide client base means that we’re up to date on the latest trends not just in the... - [Face-to-Face at TCS Ed System](https://masoninteractive.com/2018/03/28/face-to-face-at-tcs-ed-system/): Another great couple of Days at TCS in Chicago. Thank you Joel, Hamza, Andrew and Colin, for hosting us. - [Goodbye to Ms. Eydman](https://masoninteractive.com/2018/02/15/goodbye-to-ms-eydman/): After 8 years, four offices, 20 accounts and an equal number of employees, my Second in Command, Julie Eydman, is... - [New Client Alert - Improv Traffic School](https://masoninteractive.com/2018/01/29/new-client-alert-improv-traffic-school/): Super-happy to be working with the My Improv team, out of L. A. , for SEO, Social Media, and Paid... - [New Client Alert - Dome Beauty](https://masoninteractive.com/2018/01/26/new-client-alert-dome-beauty/): We met the Dome team at Founder Made, and we could not be more-excited to work with them and take... - [Guava Pass Sit-down](https://masoninteractive.com/2018/01/24/guava-pass-sit-down/): Guava Pass, one of our premier clients, had us dial-in and present to their entire management structure. The team was... - [Talking 2018 Planning at TCS Ed System](https://masoninteractive.com/2017/12/13/talking-2018-planning-at-tcs-ed-system/): - [Founder Made CDS VIP After Party](https://masoninteractive.com/2017/11/20/founder-made-cds-vip-after-party/): Mason was lucky enough to sponsor a VIP After Party on the first night of the Founder Made Consumer Discovery... - [Google Talent Event, COOP Fall 2017](https://masoninteractive.com/2017/11/16/google-talent-event-coop-fall-2017/): Everybody here knows how much we love the COOP Talent Event. 2 of our 20 employees are COOPer’s, and we... - [New Client Alert - GRS Academy](https://masoninteractive.com/2017/11/16/new-client-alert-grs-academy/): We are super-excited to be working with an old friend, but in a new space. GRS Academy just engaged us... - [Weekly Meeting with 525 America](https://masoninteractive.com/2017/11/10/weekly-meeting-with-525-america/): 525 America (and NYC Alliance, DesigNow, and Love Scarlett, who are all part of the same corporate family) are right... - [Rigby & Peller Quarterly Business Review](https://masoninteractive.com/2017/10/26/2017-10-26-rigby-peller-quarterly-business-review/): We haven’t been working with Rigby very long, but they’ve got a great portfolio of upscale lingerie brands, and we... - [New Client Alert - Freyrs Eyewear](https://masoninteractive.com/2017/10/25/new-client-alert-freyrs-eyewear/): We are super excited to welcome Freyrs to the family. Mike Reichman, VP of Growth Strategy here at Mason says... - [The Bigger Picture of the Smaller Screen](https://masoninteractive.com/2017/10/24/the-bigger-picture-of-the-smaller-screen/): Thank you Facebook for hosting us (and a few dozen other agencies) to talk about new video product offerings. - [In New Hampshire at Nashua Nutrition](https://masoninteractive.com/2017/10/21/in-new-hampshire-at-nashua-nutrition/): Today we returned from a meeting with Nashua Nutrition. They’re one of our oldest clients, and we handle SEO, SEM,... - [Strategy Sessions at Google](https://masoninteractive.com/2017/10/19/strategy-sessions-at-google/): Another week, another meeting at Google. This time the topic was top-of-the-funnel strategies for Dagne Dover. Thank you Aurora Vintilescu... - [Dagne Dover Quarterly Business Review](https://masoninteractive.com/2017/10/12/dagne-dover-quarterly-business-review/): All of our clients get Quarterly Business Reviews, in addition to weekly calls. The QBR’s are a time for CEO’s... - [The State of Digital Marketing in Higher Education](https://masoninteractive.com/2017/10/11/the-state-of-digital-marketing-in-higher-education/): On Tuesday Oct 10th, at the Princeton Club on 43rd Street, we spoke (along with Sparkroom and Google) to the... - [Speaking at Google](https://masoninteractive.com/2017/07/27/speaking-at-google/): As a Google premier partner, we were invited to speak on camera about Adwords, our experience, and how our Fashion... - [Google Talent Event](https://masoninteractive.com/2017/06/02/google-talent-event/): We were privileged to attend an awesome Google talent event yesterday. The COOP gives city kids a chance at advertising... - [Client Success Story](https://masoninteractive.com/2017/05/23/client-success-story/): Today, Facebook published a case study about us and our client, Wander Beauty. 4. 4X increase in sales, 59% decrease... - [Purdue buying Kaplan](https://masoninteractive.com/2017/04/30/purdue-buying-kaplan/): The Wall Street Journal reported that Purdue University is buying Kaplan, hoping to reap the benefits of the Kaplan brand,... - [Native Ad Or News](https://masoninteractive.com/2016/05/13/native-ad-or-news/): About the blurring between native advertising and content: Here’s a screenshot of the New York Daily News from this AM.... - [Top 5 Reasons To Use Online Influencer Marketing Brand](https://masoninteractive.com/2016/04/29/top-5-reasons-to-use-online-influencer-marketing-brand/): One of the most exciting new paid media marketing avenues is online influencer marketing. Put simply, it’s connecting consumer brands... - [New Client Spotlight- Dry Dock Electric Co.](https://masoninteractive.com/2016/04/15/new-client-spotlight-dry-dock-electric-co/): We’re building a website for one of our newest clients, the Dry Dock Electric Co. They will sell LED Filament... - [Don’t Charge Enough For Reputation Management](https://masoninteractive.com/2016/04/14/dont-charge-enough-for-reputation-management/): “According to contracts unearthed through a Freedom of Information Act request, the Bee shows that the school administration actually, naively... - [Agency Fires Client](https://masoninteractive.com/2016/04/13/agency-fires-client/): We fired a client this week. This is unusual, so I thought I‘d spell out why we did so. “The... - [Unrealistic Expectations](https://masoninteractive.com/2016/02/25/unrealistic-expectations/): Our two cents on the Yelp employee who got fired after publishing a piece on how hard working at Yelp... - [Mason Interactive Hiring](https://masoninteractive.com/2016/02/08/mason-interactive-hiring/): We’re hiring at least three positions; we’re lucky to be doing well enough to need new staff ASAP. (If you’re... - [One Grand Books](https://masoninteractive.com/2015/09/10/one-grand-books/): We were lucky to attend a cocktail party for one of our clients, One Grand Books. Their Summer Installation at... - [Paid Social Media In Higher Education Part One: Facebook Vs. Google Higher Education Marketing](https://masoninteractive.com/2015/08/11/paid-social-media-in-higher-education-part-one-facebook-vs-google-higher-education-marketing/): Today we’re launching the first in a series of articles about Paid Social Media Marketing, specifically as it affects higher... - [Summer Internships In NYC Coming To An End](https://masoninteractive.com/2015/08/11/summer-internships-in-nyc-coming-to-an-end/): As our summer internships in nyc come to an end, we say goodbye. One intern, Vivian, has worked here off... - [Twitter Search Results On Google](https://masoninteractive.com/2015/07/28/twitter-search-results-on-google/): So that’s how Google is indexing Twitter searches? It’s weird to see Google essentially outsource search engine results to someone... - [Influencer Marketing](https://masoninteractive.com/2015/05/18/influencer-marketing/): Public Relations Influencer Marketing is a new hybrid offline/online marketing strategy, necessitated by changes in the way Google looks at... - [Backlink](https://masoninteractive.com/2015/04/28/backlink/): A backlink is a link back to another online page/post/picture. Backlinks are important because they are key signals in telling... - [Google Family Feud Auto Suggest (2)](https://masoninteractive.com/2015/03/05/google-family-feud-auto-suggest-2/): It’s snowing heavily, and so we’re again at 1/2 staff ... Which makes it a perfect time to play the... - [Google Family Feud Auto Suggest](https://masoninteractive.com/2015/03/02/google-family-feud-auto-suggest/): Killing time here towards the end of a long Monday, playing our newest game. Here’s how it works: 1 –... - [Actual Wun Wun Review](https://masoninteractive.com/2015/02/24/actual-wun-wun-review/): An introduction to Wun Wun, AKA “the Uber of Urban Fetch. ” Sell your Friendster stock and log out of... - [Meet The Team- 10 Questions With Julie Eydman](https://masoninteractive.com/2015/01/23/meet-the-team-10-questions-with-julie-eydman/): Meet The Team is where we feature one member of our team a month, so you can get to know... - [Interactive Account Manager](https://masoninteractive.com/2015/01/13/interactive-account-manager/): Interactive Account Manager, Paid Search & Media Schedule: Full-time salaried position. Pay: 37. 5K to 42. 5K annually. Hi. We’re... - [Peak Google](https://masoninteractive.com/2014/11/06/peak-google/): Are we at Peak Google? What is “peak Google,” are we there, what does this mean for you, and what... - [Hiring Interactive Media Jobs](https://masoninteractive.com/2014/10/02/hiring-interactive-media-jobs/): We’re Hiring for Interactive Media Jobs: Hi. We’re seeking applicants for several Interactive Media jobs. If interested, please send a... - [Mason Interactive- Office Moved](https://masoninteractive.com/2014/09/22/mason-interactive-office-moved/): Hi. We’ve settled into our new long-term home at 20 West 38th St. It’s right off of Fifth Ave. It... - [Twitter Agency Accounts, Please.](https://masoninteractive.com/2014/08/21/twitter-agency-accounts-please/): Our agency is steadily porting our edu clients over to Twitter’s advertising platform. We love it. Here’s the issue: There’s... - [Case Study: Email Marketing for Technical School Lead Generation](https://masoninteractive.com/2014/07/07/case-study-email-marketing-for-technical-school-lead-generation/): The Task: Increase lead-to-conversion rates from high-volume, low-cost sources. The Results: 2x Increase in Lead-to-Enrollee Conversation Rate. The Process: To... - [Jonathan Lister, VP Sales at LinkedIn](https://masoninteractive.com/2014/07/07/jonathan-lister-vp-sales-at-linkedin/): - [How To Buy Ads On Social Media 2014: 5 Top Tips For Facebook Advertising](https://masoninteractive.com/2014/07/07/how-to-buy-ads-on-social-media-2014-5-top-tips-for-facebook-advertising/): Facebook remarketing 2013 was a big year for Facebook’s advertising business. The company revamped the ads platform and their Power... - [Meet the Mason Team: New Summer Staff](https://masoninteractive.com/2014/07/07/meet-the-mason-team-new-summer-staff/): Yitzy Marcus Account Coordinator, SEO From: Efrat, Israel Favorite Part of Your Job: I love getting to see and explore... - [Google Complying with "Right To Be Forgotten"](https://masoninteractive.com/2014/07/03/google-complying-with-right-to-be-forgotten/): Google Headquarters California: The New York Times today reported on how Google is complying with the EU’s “Right to Be... - [Social Media As Digitial Stylist: How Luxury Fashion Brands Use Social Media in 2014](https://masoninteractive.com/2014/07/01/social-media-as-digitial-stylist-how-luxury-fashion-brands-use-social-media-in-2014/): The History of the Luxury Fashion vs. Social Media Walk-Off: In 2013, Rag & Bone used Google Hangouts to launch... - [The Changing EDU Marketing Landscape](https://masoninteractive.com/2014/06/27/the-changing-edu-marketing-landscape/): We just got back from a week in Chicago, where we were lucky enough to speak to TCS Ed System’s... - [Happy Hour at The Kensington Roof Garden and Lounge](https://masoninteractive.com/2014/06/26/happy-hour-at-the-kensington-roof-garden-and-lounge/): On Tuesday the 24th, we sponsored a Happy Hour at the great Chicago Rooftop bar, the Kensington – Heather Hogden... - [5 Tips To Get You Started on Pinterest](https://masoninteractive.com/2014/06/25/5-tips-to-get-you-started-on-pinterest/): You finally did it. You jumped on the Pinterest bandwagon, and you made yourself a profile. Good for you. It... - [10 Questions with SEO Account Manager Nate Kugel](https://masoninteractive.com/2014/06/16/questions-with-seo-account-manager-nate-kugel/): When your friends ask what you do, what do you tell them? I make people show up higher on Google.... - [5 Ways To Optimize Your Pinterest Profile for SEO Right Now](https://masoninteractive.com/2014/06/04/ways-to-optimize-your-pinterest-profile-for-seo-right-now/): Leverage Your Pinterest profile for SEO in 5 Easy Steps. Excerpt from free e-book. Below are the Top 5 things... - [Content Marketing 101: Social Media is the vehicle for Engaged Storytelling](https://masoninteractive.com/2014/05/19/content-marketing-101-social-media-is-the-vehicle-for-engaged-storytelling/): - [On The Internet: News You May Have Missed (12)](https://masoninteractive.com/2014/05/15/on-the-internet-news-you-may-have-missed-12/): Heartbleed Gets Worse, Google Goes All Minority Report-y On Consumers, The Fins Pro-Hall&Oates, and Finally Social Media Marketers Get A... - [Education Marketing: Three New Low-Cost Lead Sources](https://masoninteractive.com/2014/05/14/education-marketing-three-new-low-cost-lead-sources/): Lead Sources: At Mason, we’re lucky enough to work with our education marketing clients. It’s an exciting mix of for-profit,... - [Branding: Not About Just Looking Better Than Your Competition](https://masoninteractive.com/2014/05/12/branding-not-about-just-looking-better-than-your-competition/): - [Meet the *MOST* Unique Digital Marketer Around](https://masoninteractive.com/2014/05/09/meet-the-most-unique-digital-marketer-around/): 10 Questions with Brook Shepard I would like to preface this post with the following disclaimer: BROOK SHEPARD DID NOT... - [The Value of Big Data Capture](https://masoninteractive.com/2014/05/05/the-value-of-big-data-capture/): Mason Interactive Market Smart Big Data Quote #MarketSmart: “Data is important, but an idea rooted in INSIGHT is worth it’s... - [News In Wearable/Smart Tech, New Social Platform Updates for Pinterest, Google+ and more](https://masoninteractive.com/2014/04/30/news-in-wearablesmart-tech-new-social-platform-updates-for-pinterest-google-and-more/): Most Effective Channel for Content Sharing? It’s not what you think, Smart Bikes? Make News In Wearable/Smart Tech, Plus New... - [Branding According to Mean Girls](https://masoninteractive.com/2014/04/28/branding-according-to-mean-girls/): #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics... - [Content Marketing: How Content Creates Innate Brand Value](https://masoninteractive.com/2014/04/21/content-marketing-how-content-creates-innate-brand-value/): #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics... - [Marketing Alignment: Improve Your Marketing Performance by 50%](https://masoninteractive.com/2014/04/16/marketing-alignment-improve-your-marketing-performance-by-50/): Audience Touchpoints for Digital Marketers – Learn How To Improve Your Marketing Performance by 50% in Two Steps: It’s 2014... - [Mad Men: Talking To Clients According To Don Draper](https://masoninteractive.com/2014/04/14/mad-men-talking-to-clients-according-to-don-draper/): #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics... - [On the Internet: News You May Have Missed (11)](https://masoninteractive.com/2014/04/08/internet-news-you-may-have-missed-11/): Twitter Redesign Copies Facebook, Comic Sans Is Trying To Make A Comeback, Brands Tap Into Popularity of Game of Thrones... - [Mad Men: Happiness According to Don Draper](https://masoninteractive.com/2014/04/07/mad-men-happiness-according-to-don-draper/): #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics... - [Carini Lang's Art Exhibition "Back Against The Wall"](https://masoninteractive.com/2014/04/02/carini-langs-art-exhibition-back-against-the-wall/): We’re excited to start working with CariniLang. com to (among other things) get the word out about their “Back Against... - [Mad Men Landing A New Client](https://masoninteractive.com/2014/03/31/mad-men-landing-a-new-client/): #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics... - [On the Internet: News You May Have Missed (10)](https://masoninteractive.com/2014/03/25/internet-news-you-may-have-missed-10/): On the Internet: News You May Have Missed Google Glass Fashion Makeover, LinkedIn Influencer Posts For Everyone, Ads on Your... - [Mad Men Market Smart Quote- Change The Conversation](https://masoninteractive.com/2014/03/24/mad-men-market-smart-quote-change-the-conversation/): #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics... - [Want To Improve SEO Practices? 2014 Hints Mobile Optimization](https://masoninteractive.com/2014/03/19/want-to-improve-seo-practices-2014-hints-mobile-optimization/): Your Business Needs Mobile Optimization for It’s Website: So you’re an SEO Manager? Um, That’s Cool... Quick Question: What’s SEO?... - [On the Internet: News You May Have Missed (9)](https://masoninteractive.com/2014/03/18/internet-news-you-may-have-missed-9/): Nail Art from Instagram, TED Exclusive Content Collab w Facebook Paper, Plastic Surgery Gets A Boost from Selfies, Twitter Adds... - [Go The Extra Mile For Clients](https://masoninteractive.com/2014/03/17/go-the-extra-mile-for-clients/): #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics... - [On the Internet: News You May Have Missed (8)](https://masoninteractive.com/2014/03/11/internet-news-you-may-have-missed-8/): Facebook Advertising Just Got More Expensive, Twitter Reacts to Bad 1st Quarter, Bergdorfs Social Media Manager Uses SXSW to Become... - [Go Viral](https://masoninteractive.com/2014/03/10/go-viral/): #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics... - [Case Study Online Marketing For Fashion Brands](https://masoninteractive.com/2014/03/06/case-study-online-marketing-for-fashion-brands/): An Integrated and Customized Approach to E-commerce Marketing Yields Best Results in Online Marketing for Fashion Brands: The Task Tortoise... - [Oru Kayak Review](https://masoninteractive.com/2014/03/06/oru-kayak-review/): Let’s file this under “people we wish were clients. ” The Oru Kayak is a stylish, foldable kayak. We sponsored... - [On the Internet: News You May Have Missed (7)](https://masoninteractive.com/2014/03/04/internet-news-you-may-have-missed-7/): Facebook McGruff’s Google: Takes A Bite Out of Google As Top Traffic Source, A Smart Speaker To Replace iPod DJs... - [How Page Position Affects Click Through Rates On Paid Search Ads](https://masoninteractive.com/2014/02/27/how-page-position-affects-click-through-rates-on-paid-search-ads/): Are you ready to increase CTR (Click Through Rates) on your Paid Search Ad campaigns right now? What I’m about... - [On the Internet: News You May Have Missed (6)](https://masoninteractive.com/2014/02/25/internet-news-you-may-have-missed-6/): Saks Taps Vine for Beauty Tutorials, NYTimes Reports What Every Digital Marketer Already Knows, Facebook Follows Users In Ditching Email... - [Managing Reputation Social Media Double-Edged Sword](https://masoninteractive.com/2014/02/24/managing-reputation-social-media-double-edged-sword/): #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics... - [Yahoo Gemini Agency’s Perspective](https://masoninteractive.com/2014/02/19/yahoo-gemini-agencys-perspective/): I’ve got a soft spot for Yahoo. Seeing their billboard on Elizabeth and Houston St. ’s in 2000 felt like... - [On the Internet: News You May Have Missed (5)](https://masoninteractive.com/2014/02/18/internet-news-you-may-havissed/): Facebook Can Predict Your Dating Future, STD Free? Now You Can Prove It plus Mobile Ads in 2014 Go Native.... - [On the Internet: News You May Have Missed (4)](https://masoninteractive.com/2014/02/11/internet-news-you-may-have-missed-4/): Sephora Launching Social Network ‘Beauty Board’, New Apps: Ken Burns, the Closet We All Want, Plus Now There’s Seamless for... - [The Difference Between Good And Great Digital Marketing Strategies](https://masoninteractive.com/2014/02/10/whats-difference-good-great-digital-marketing-strategies/): #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics... - [Meet The Team- 10 Questions With Brian Poole](https://masoninteractive.com/2014/02/06/meet-the-team-10-questions-with-brian-poole/): Meet The Team is where we feature one member of our team a month, so you can get to know... - [On the Internet: News You May Have Missed (3)](https://masoninteractive.com/2014/02/04/internet-news-you-may-have-missed-3/): JC Penney Pretends To Be Totally Wasted at SuperBowl, Marc Jacobs Shop Accepts Cash, Credit and TWEETS, Facebook Helps Us... - [New Facebook IOS App Paper](https://masoninteractive.com/2014/02/04/new-facebook-ios-app-paper/): After downloading, and poking around Paper, I can definitely say with confidence that once you try this app, you wont... - [Platforms Come And Go, Storytelling Is Forever](https://masoninteractive.com/2014/02/03/platforms-come-go-storytelling-forever/): #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics... - [Cultivating Customer Base](https://masoninteractive.com/2014/02/03/cultivating-customer-base/): #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics... - [SEO Incredibly Credible](https://masoninteractive.com/2014/01/29/seo-incredibly-credible/): A look at SEO through the last 4 years, and the tactics that still work today SEO Myths Busted by... - [On the Internet: News You May Have Missed (2)](https://masoninteractive.com/2014/01/28/on-the-internet-news-you-may-have-missed-2/): Pinterest Reads Our Minds, Historians Weigh In On the Selfie Phenom, Gamers Prove Stereotype... What You Missed On the Internet... - [Social Shopping Site Polyvore.com Leads In Social Commerce Retail Conversion](https://masoninteractive.com/2014/01/22/social-shopping-site-polyvorecom-leads-in-social-commerce-retail-conversion/): 4 History Long before there was Pinterest, there was Polyvore. Launched in 2007, Polyvore didn’t set out to cater to... - [On the Internet: News You May Have Missed](https://masoninteractive.com/2014/01/21/internet-news-you-may-have-missed/): FB Adds Trending Topics, HBO Go Is OK With You Borrowing A Friend’s Login, Teens Jumping Ship on Facebook totally... - [Mason 2014 Makeover- New Website Logo, Shiny New Services](https://masoninteractive.com/2014/01/05/blog-mason-2014-makeover-new-website-logo-shiny-new-services/): Mason Interactive News & Big Plans for 2014. We’re excited about 2014! We’re excited to help our existing clients mitigate... - [What Is The Bad News About Googles Enhanced Campaigns](https://masoninteractive.com/2013/02/10/blog-what-is-the-bad-news-about-googles-enhanced-campaigns/): On February 6th, Google announced the forthcoming “Enhanced campaigns. “ This post takes a look at what an enhanced campaign... - [Google Authorship Is More Than Just Cool It’s An Increase In CTR](https://masoninteractive.com/2013/01/16/google-authorship-is-more-than-just-cool-its-an-increase-in-ctr/): Have you noticed the images that are showing up next to search results in Google lately? These images belong to... - [LinkedIn Company Pages Get A Social Makeover](https://masoninteractive.com/2012/10/03/linkedin-company-pages-get-a-social-makeover/): Linkedin company pages get upgrade: Linkedin recently updated their website and added new features that focus on engagement. The changes... - [Google Search Engine Results Pages](https://masoninteractive.com/2012/01/10/google-google-search-engine-results-pages/): Google announced today that Google+ results are going to start showing up in regular ‘ol Google search results. The basis... - [How Can Video Content Help Seo Results](https://masoninteractive.com/2011/11/15/how-can-video-content-help-seo-results/): Mason Interactive Launches YouTube Video Marketing- Google is constantly updating and fine tuning it’s search algorithm – and agencies scramble to... - [How Can You Take Advantage Of Your Competition Sleeping On The Job](https://masoninteractive.com/2011/09/09/how-can-you-take-advantage-of-your-competition-sleeping-on-the-job/): Take Advantage of Your Sleeping Competitors: Search Engine Optimization (SEO) is a marathon, a constant battle to get to and... --- ## Case Studies - [Lushful Aesthetics](https://masoninteractive.com/case-studies/lushful-aesthetics/): - [Cracking the Code on Winter Classes for 3X Enrollment Growth](https://masoninteractive.com/case-studies/rowan-college-enrollment-growth/): - [5X’ing an Apparel Business](https://masoninteractive.com/case-studies/5xing-an-apparel-business/): - [Accelerating Growth with Programmatic](https://masoninteractive.com/case-studies/accelerating-growth-with-programmatic/): TANGIBLE RESULTS: - [FLOOF](https://masoninteractive.com/case-studies/floof/): Revenue Growth: ROAS Improvement: +47% to 3X - [Tayst Coffee Roasters](https://masoninteractive.com/case-studies/tayst-coffee-roasters/): Implementation The process followed five distinct phases: Phase 1: Base Ad Testing Phase 2: Image Optimization Phase 3: Copy Testing... - [Sweat Tent](https://masoninteractive.com/case-studies/sweat-tent/): - [Indosole](https://masoninteractive.com/case-studies/indosole/): - [Portland Leather Goods](https://masoninteractive.com/case-studies/portland-leather-goods/): - [Woolly Clothing](https://masoninteractive.com/case-studies/woolly-clothing/): - [Else Nutrition](https://masoninteractive.com/case-studies/else-nutrition/): - [Fig.1](https://masoninteractive.com/case-studies/fig-1/): - [Cusa Tea](https://masoninteractive.com/case-studies/cusa-tea/): - [Omnichannel CPG](https://masoninteractive.com/case-studies/omnichannel-cpg/): - [Amazon Subscription Growth](https://masoninteractive.com/case-studies/amazon-tech-subscription-growth/): - [Needed](https://masoninteractive.com/case-studies/needed/): - [Hampden Clothing](https://masoninteractive.com/case-studies/hampden-clothing/): - [Dagne Dover](https://masoninteractive.com/case-studies/dagne-dover/): - [Strong Roots](https://masoninteractive.com/case-studies/strong-roots/): - [B2B Printing Company](https://masoninteractive.com/case-studies/b2b-printing-company/): - [Pioneer Academy](https://masoninteractive.com/case-studies/pioneer-academy/): - [TCS Education System](https://masoninteractive.com/case-studies/tcs-education-system/): - [CIA](https://masoninteractive.com/case-studies/cia/): - [Joy Creative Shop](https://masoninteractive.com/case-studies/joy-creative-shop/): - [Zamzows](https://masoninteractive.com/case-studies/zamzows/): - [Hella Cocktail](https://masoninteractive.com/case-studies/hella-cocktail/): - [Dagne Dover (MNTN Collab)](https://masoninteractive.com/case-studies/dagne-dover-mntn-collab/): - [RiseWell](https://masoninteractive.com/case-studies/risewell/): - [G-SHOCK](https://masoninteractive.com/case-studies/g-shock/): - [Wander Beauty](https://masoninteractive.com/case-studies/wander-beauty/): - [TRUFFLE](https://masoninteractive.com/case-studies/truffle/): --- ## Webinars - [The Secrets of SEO for ECommerce](https://masoninteractive.com/?webinar=the-secrets-of-seo-for-ecommerce): - [Everything You Need to Know About TikTok Ads](https://masoninteractive.com/?webinar=everything-you-need-to-know-about-tiktok-ads): - [Grow Your Organic Traffic With the Right Keywords](https://masoninteractive.com/?webinar=grow-your-organic-traffic-with-the-right-keywords): - [How to Measure & Track SEO Performance](https://masoninteractive.com/?webinar=how-to-measure-track-seo-performance): - [Beyond Blog Posts: An SEO-Driven Content Strategy](https://masoninteractive.com/?webinar=beyond-blog-posts-an-seo-driven-content-strategy): - [How to Use OTT Advertising to Grow Your Sales & Leads](https://masoninteractive.com/?webinar=how-to-use-ott-advertising-to-grow-your-sales-leads): - [Create Seamless Shopping Experiences from Discovery to Purchase](https://masoninteractive.com/?webinar=create-seamless-shopping-experiences-from-discovery-to-purchase): - [Unlock New Audiences With Alternative Creative Routes](https://masoninteractive.com/?webinar=unlock-new-audiences-with-alternative-creative-routes): - [How to Do Influencer Marketing Right with Facebook Branded Content](https://masoninteractive.com/?webinar=how-to-do-influencer-marketing-right-with-facebook-branded-content): --- # # Detailed Content ## Pages ### ROAS Is Killing Your Growth - Published: 2025-03-01 - Modified: 2025-04-28 - URL: https://masoninteractive.com/roas-is-killing-your-growth/ --- ### 21stcentury - Published: 2025-02-20 - Modified: 2025-02-20 - URL: https://masoninteractive.com/21stcentury/ --- ### Ted - Published: 2025-01-07 - Modified: 2025-01-07 - URL: https://masoninteractive.com/ted/ --- ### DMJ - Published: 2025-01-07 - Modified: 2025-01-07 - URL: https://masoninteractive.com/dmj/ --- ### Institutional Growth - Published: 2024-12-10 - Modified: 2024-12-10 - URL: https://masoninteractive.com/institutional-growth/ --- ### Billboards - Published: 2024-12-03 - Modified: 2024-12-10 - URL: https://masoninteractive.com/billboards/ --- ### Fashion - Published: 2024-12-02 - Modified: 2024-12-03 - URL: https://masoninteractive.com/work-with-fashion/ Mason delivers data-driven marketing, strategic insights, and cutting-edge design for fashion brands. --- ### UGC Content - Published: 2024-10-29 - Modified: 2024-10-29 - URL: https://masoninteractive.com/ugc-content/ --- ### Amazon - Published: 2024-08-23 - Modified: 2024-08-23 - URL: https://masoninteractive.com/amazon-management/ --- ### Work With Us - Published: 2024-08-20 - Modified: 2024-08-20 - URL: https://masoninteractive.com/work-with-us/ --- ### Home - Published: 2024-08-14 - Modified: 2025-05-08 - URL: https://masoninteractive.com/ --- ### Day+West Portfolio - Published: 2023-12-20 - Modified: 2023-12-20 - URL: https://masoninteractive.com/our-offerings/daywest-portfolio/ --- ### Truffle Portfolio - Published: 2023-12-20 - Modified: 2023-12-20 - URL: https://masoninteractive.com/our-offerings/truffle-portfolio/ --- ### Creative Portfolio - Published: 2023-08-15 - Modified: 2025-01-07 - URL: https://masoninteractive.com/our-offerings/creative-portfolio/ --- ### Kick Off - Published: 2023-07-19 - Modified: 2024-07-02 - URL: https://masoninteractive.com/kick-off/ hbspt. forms. create({ region: "na1", portalId: "4076178", formId: "e14a6c3b-c3da-4d2f-a70c-37ce0384bbe5" }); --- ### SEO Kick-Off - Published: 2023-07-18 - Modified: 2025-01-02 - URL: https://masoninteractive.com/kick-off-seo/ hbspt. forms. create({ region: "na1", portalId: "4076178", formId: "12983e9b-8348-4360-b024-75c89594d1ac" }); --- ### Terms of Service - Published: 2023-06-28 - Modified: 2023-06-28 - URL: https://masoninteractive.com/terms-of-service/ --- ### Privacy Policy - Published: 2023-06-28 - Modified: 2023-06-29 - URL: https://masoninteractive.com/privacy-policy/ --- ### E-commerce - Published: 2023-06-28 - Modified: 2023-07-05 - URL: https://masoninteractive.com/our-offerings/e-commerce/ --- ### B2B - Published: 2023-06-18 - Modified: 2023-07-05 - URL: https://masoninteractive.com/b2b/ --- ### CPG - Published: 2023-06-18 - Modified: 2023-10-11 - URL: https://masoninteractive.com/cpg/ --- ### Beauty - Published: 2023-06-18 - Modified: 2023-07-06 - URL: https://masoninteractive.com/beauty/ --- ### Lifestyle - Published: 2023-06-18 - Modified: 2023-07-06 - URL: https://masoninteractive.com/lifestyle/ --- ### Fashion - Published: 2023-06-18 - Modified: 2023-07-06 - URL: https://masoninteractive.com/fashion/ --- ### Education - Published: 2023-06-12 - Modified: 2023-07-06 - URL: https://masoninteractive.com/education/ --- ### Owned Media - Published: 2023-06-12 - Modified: 2023-07-06 - URL: https://masoninteractive.com/our-offerings/owned-media/ --- ### Webinars - Published: 2023-06-11 - Modified: 2023-06-23 - URL: https://masoninteractive.com/webinars/ --- ### Case Studies - Published: 2023-06-11 - Modified: 2023-12-11 - URL: https://masoninteractive.com/case-studies/ --- ### Blog - Published: 2023-06-11 - Modified: 2023-07-05 - URL: https://masoninteractive.com/blog/ --- ### Events - Published: 2023-06-11 - Modified: 2023-06-20 - URL: https://masoninteractive.com/events/ --- ### Strategy & Creative - Published: 2023-06-04 - Modified: 2023-07-05 - URL: https://masoninteractive.com/our-offerings/strategy-creative/ --- ### Lifecycle Marketing - Published: 2023-06-04 - Modified: 2023-07-05 - URL: https://masoninteractive.com/our-offerings/lifecycle-marketing/ --- ### Paid Media - Published: 2023-06-04 - Modified: 2023-07-05 - URL: https://masoninteractive.com/our-offerings/paid-media/ --- ### Lead Generation - Published: 2023-06-04 - Modified: 2023-07-05 - URL: https://masoninteractive.com/our-offerings/lead-generation/ --- ### E-commerce - Published: 2023-06-04 - Modified: 2023-07-05 - URL: https://masoninteractive.com/our-offerings/ecommerce/ --- ### Our Clients - Published: 2023-06-01 - Modified: 2025-02-05 - URL: https://masoninteractive.com/our-clients/ --- ### Our Team - Published: 2023-06-01 - Modified: 2023-07-05 - URL: https://masoninteractive.com/our-team/ --- ### Our Mission - Published: 2023-06-01 - Modified: 2023-07-18 - URL: https://masoninteractive.com/our-mission/ --- ### Resources - Published: 2023-06-01 - Modified: 2023-07-05 - URL: https://masoninteractive.com/resources/ --- ### Our Offerings - Published: 2023-05-27 - Modified: 2023-10-10 - URL: https://masoninteractive.com/our-offerings/ --- ### Our Approach - Published: 2023-05-27 - Modified: 2025-01-29 - URL: https://masoninteractive.com/our-approach/ --- ### Home OLD - Published: 2023-05-13 - Modified: 2024-08-14 - URL: https://masoninteractive.com/home/ --- --- ## Posts ### The New SEO Era: Competing in a Search Landscape Ruled by AI - Published: 2025-05-29 - Modified: 2025-05-29 - URL: https://masoninteractive.com/2025/05/29/the-new-seo-era-competing-in-a-search-landscape-ruled-by-ai/ - Categories: SEO AI tools like ChatGPT, Perplexity, and Google Overviews are reshaping what shows up in search and who gets visibility. At Mason, we’ve been tracking this shift closely and evolving how we build content, structure pages, and measure performance. The result? More traffic from AI sources, more leads, and more clarity about what’s actually working. Search is undergoing a significant shift, driven by AI tools that are altering what people see, where they look, and which sources they trust. Tools like ChatGPT, Perplexity, and Google’s AI Overviews give users quick, summarized answers directly in the search results. Many people never click through to a website, and this shift is already affecting organic traffic and engagement, even when rankings appear steady. Here at Mason, we’ve been tracking this shift for over a year. We began evolving our SEO strategy as soon as the early signs started showing up in our client performance data. How we build, structure, and measure content now reflects the reality of AI-powered search. Here’s what we’re seeing, how we’re adapting, and what businesses need to consider right now. What’s Changing in SEO Organic Search behavior looks different from what it did a year ago. These are the key shifts reshaping visibility and performance: AI summaries are taking over prime real estateGoogle’s Overviews now appear above standard results and are powered by AI. SimilarWeb reports that even when websites are cited in those summaries, they receive fewer clicks than they would from a traditional organic listing. Search is happening across more platformsUsers are going directly to Perplexity, ChatGPT, Bing, and other AI software to ask questions, explore topics, and compare options. These platforms display sources and responses differently, using their own criteria to determine which content gets pulled. Fewer people are clicking throughThe majority of searches already end without a click. That number... --- ### Why Economic Instability Breeds Successful Businesses - Published: 2025-03-07 - Modified: 2025-03-07 - URL: https://masoninteractive.com/2025/03/07/why-economic-instability-breeds-successful-businesses/ - Categories: Industry Updates - Tags: Brand Building In times of economic uncertainty, it's easy to retreat and wait for sunnier days. However, history shows us that recessions can be fertile ground for innovative businesses that go on to become industry leaders. Let's explore some remarkable companies born during economic downturns and why scaling during today's uncertainty might be your best move forward. Recession-Born Success Stories Warby Parker (2010) emerged during the aftermath of the Great Recession when four founders identified a critical problem: glasses were simply too expensive. The eyewear industry was dominated by a single company dictating high prices, leaving many unable to afford necessary eyewear. By 2015, this revolutionary direct-to-consumer model had grown into a $1. 2 billion company. Rent the Runway (2009) transformed how people access designer fashion during a time when consumer spending was tight. Their subscription model allowed customers to rent rather than purchase expensive designer clothes, creating a "closet in the cloud" that made luxury accessible without the prohibitive costs. Everlane (2010) disrupted retail with transparent pricing, allowing customers to see exactly how much each item costs to produce and the company's markup. Starting with just 1,500 T-shirts, they quickly gained 60,000 subscribers in just five days through their referral system. Dollar Shave Club (2011) tackled the frustration of expensive razor blades with a subscription model that delivered affordable razors directly to customers. What began as a small operation in January 2011 eventually sold to Unilever for $1 billion in 2016. Even more recent success stories like Brez have scaled during... --- ### How Beauty Brands Can Stay Ahead in 2025 - Published: 2025-01-22 - Modified: 2025-01-22 - URL: https://masoninteractive.com/2025/01/22/how-beauty-brands-can-stay-ahead-in-2025/ - Categories: Industry Updates, Marketing Strategy - Tags: Digital Marketing The beauty industry is constantly evolving, and 2025 promises even greater shifts in how consumers discover, experience, and purchase their favorite products. From leveraging emerging platforms to rethinking personalization, the brands that embrace innovation will lead the pack. Here are three strategies beauty brands should prioritize in 2025 —and how we can help. 1. Go Big with Programmatic Advertising Why it matters: Programmatic advertising allows brands to target beauty consumers with precision, serving tailored ads across websites, social media, and video platforms. It’s a cost-effective way to scale your reach while staying relevant. A November 2024 study conducted by LG Ad Solutions found that:  Beauty/grooming shoppers are also CTV users. 90% of female beauty shoppers and 95% of male shoppers are CTV users, making CTV an ideal channel for brands to reach these audiences. TV is an effective medium for beauty brands introducing new products. 43% of beauty shoppers learn about new products from TV ads, solidifying TV’s role in upper-funnel product discovery for beauty brands launching new products. High spending beauty shoppers (who spend $250+ per month on beauty/grooming products) are highly likely to take action after seeing a beauty TV ad, making CTV an ideal platform to drive sales. How we can help: Our programmatic advertising services ensure your beauty brand reaches the right audience at the right time. Using real-time data, we optimize campaigns for maximum performance and ROI. 2. Harness the Power of Video Why it matters: Video content drives 85% of all internet traffic, and... --- ### Maximizing ROI Through Scientific Ad Testing - Published: 2025-01-06 - Modified: 2025-01-06 - URL: https://masoninteractive.com/2025/01/06/maximizing-roi-through-scientific-ad-testing/ - Categories: Brand Strategy, Clients - Tags: Client Alert, Digital Marketing, eCommerce, Marketing Strategy Summary Mason quadrupled Tayst Coffee Roasters’s bottom-of-the-funnel sales at no increase in cost, with our rigorous, methodical, ad-testing strategy. Our scientific methodology for digital advertising isolates and tests individual variables can dramatically improve campaign performance when marketing to finite remarketing audiences. Challenge The bottom of anyone’s sales funnel has a fixed, finite audience. In Tayst’s Case, it was defined as the last 90 days of website visitors + any who “added to cart” over the last year + engaged email subscribers. Working with fixed audiences, advertisers face a critical efficiency challenge: Meta charges on a CPM based on reach and frequency, which are products of the finite audience size. Said another way, Meta charges for impressions regardless of performance, so every click is crucial to ROI. Tayst Coffee Roasters needed to maximize the value of their remarketing budget by generating the highest possible engagement from their existing audience. Solution Mason implemented a methodical, scientific testing process that isolated individual variables to measure their specific impact on ad performance. This approach included: Baseline Testing: Created three distinct ad variations to establish performance benchmarks Variable Isolation: Systematically tested one variable at a time: Image variations Copy variations Color schemes Call-to-action buttons Implementation The process followed five distinct phases: Phase 1: Base Ad Testing Developed three initial variations Tested different combinations of imagery, copy, and CTAs Identified winning ad with 0. 5% CTR as a baseline Phase 2: Image Optimization Created variations of winning ads with different product imagery Maintained consistent copy and... --- ### Cyber Monday - 2024 Paid Search Reflections and 2025 Outlook. - Published: 2024-12-18 - Modified: 2024-12-18 - URL: https://masoninteractive.com/2024/12/18/cyber-monday-2024-paid-search-reflections-and-2025-outlook/ - Categories: Brand Strategy, Clients, eCommerce - Tags: Client Alert, Digital Marketing, eCommerce, Marketing Strategy Yesterday I was part of a roundtable discussion hosted by BWGStrategy. The topic was Paid Search & Google - a 2025 Outlook. I look forward to BWG’s roundtables because they are invite-only, curated, highly directed to one topic, and with no clients from the agencies, I think you get a look behind the curtain - at least inasmuch as competitors are willing to share. Here’s the data we see from our front row seat regarding current trends and what they might mean for 2025. My biggest trends in Google ads from 20024 The Shift from Google to Meta in Q4 2024 over HolidayOur data tells an interesting story: while our Meta CPMs increased by 26% year over year, Google CPMs decreased by 25-26%. This correlates to a portfolio-wide shift of advertising dollars from Google to Meta, particularly across our e-commerce portfolio during the Black Friday/Cyber Monday period. The Performance Max DilemmaOne of the most significant challenges we're facing is the growing dominance of Performance Max (P-max) campaigns. While I'm a strong advocate for P-max's place in the advertising ecosystem, our luxury clients - those selling $4,000 handbags or $6,000 Savile Row suits - are particularly resistant. Their concern? They don't want P-max messing with their highly art-directed product presentations, and I agree with them. However, I believe P-max will inevitably become the default campaign type. There's a real possibility that traditional search campaigns might disappear entirely. The question that remains is how this will affect lead generation clients, particularly in... --- ### Forward-Thinking Fashion: A Day with Marimekko at Mason Interactive - Published: 2024-12-13 - Modified: 2024-12-13 - URL: https://masoninteractive.com/2024/12/13/forward-thinking-fashion-a-day-with-marimekko-at-mason-interactive/ - Categories: Brand Strategy, Clients, eCommerce - Tags: Client Alert, Digital Marketing, eCommerce, Marketing Strategy At Mason Interactive, we believe great partnerships are built on shared vision and collaboration. We had the privilege of hosting our Finland-based fashion client, Marimekko, for a dynamic strategy session in our New York office. The purpose of this meeting was clear: to align innovative strategies and establish a forward-looking framework for success. While refining plans for the 2024 holiday season was a key focus, the session underscored Marimekko’s dedication to long-term growth. Together, we initiated planning for 2025, setting the stage for a bold and strategic approach to the evolving fashion and marketing landscape. This collaboration exemplified the synergy between Marimekko’s visionary leadership and our commitment to delivering creative, data-driven strategies. Face-to-face discussions with their talented team brought new energy to our partnership and reinforced the power of shared goals. A special thank you to the Marimekko team for their time, insights, and passion, as well as to our New York-based team for their enthusiasm and expertise throughout the session. As we move forward, we’re excited to bring these ideas to life and continue driving innovation together. Here’s to bold visions and a creative future! Ready to position your fashion brand for success? Connect with us to craft a strategy tailored to your goals. --- ### Strategies Fashion Brands Need to Thrive in 2025 - Published: 2024-12-09 - Modified: 2024-12-09 - URL: https://masoninteractive.com/2024/12/09/strategies-fashion-brands-need-to-thrive-in-2025/ - Categories: Industry Updates, Marketing Strategy - Tags: Digital Marketing As consumer expectations shift, fashion brands must innovate and adapt to meet their needs. Here are three strategies to help your brand stand out. 1. Redefine the Omnichannel Experience Why it matters: Customers are shopping across more platforms than ever before—social media, eCommerce sites, physical stores, and even emerging channels. To thrive, fashion brands must diversify and expand their visibility. How we can help: Performance Tracking: With our robust analytics tools, we can measure performance across channels and optimize campaigns to maximize reach and ROI. Channel Diversification: We help brands build a comprehensive marketing strategy that includes a mix of paid, organic, and owned media channels. This approach reduces reliance on any single channel, ensuring long-term growth. Integrated Campaign Management: Our expertise in multi-platform campaigns ensures your brand maintains a consistent voice and presence, whether on Instagram, Google Ads, or your website. How we helped Hampden achieve a 5. 8X increase in revenue with Meta Shops 2. Embrace Personalization through Creative Excellence Why it matters: Consumers expect brands to speak directly to them—offering tailored messaging and creative that resonates on a personal level. Personalization fosters loyalty and sets your brand apart in an oversaturated market. How we can help: Dynamic Creatives: Our in-house creative team can craft personalized, data-driven content that resonates with your audience, from dynamic ad designs to tailored email campaigns and landing pages. Audience Segmentation: By analyzing your audience data, we craft targeted messaging and creative assets that connect with specific customer segments. Testing and Refinement: Through... --- ### 2025 Trends for CTV Ads: How Brands Can Plan for Success - Published: 2024-12-09 - Modified: 2024-12-09 - URL: https://masoninteractive.com/2024/12/09/2025-trends-for-ctv-ads-how-brands-can-plan-for-success/ - Categories: Industry Updates - Tags: Digital Marketing Connected TV (CTV) advertising is poised for a transformative year in 2025. With falling CPMs (cost per thousand impressions), improved targeting, and enhanced measurement capabilities, it’s an ideal time for brands to rethink their approach. As more viewers migrate to ad-supported streaming platforms, savvy marketers have an unprecedented opportunity to connect with audiences in meaningful ways. Why CTV Is the Hot Topic for 2025 Amazon Prime Video’s introduction of its ad-supported tier in 2024 has created a ripple effect across the industry. The influx of ad inventory has driven down costs, with most platforms offering CPMs under $30 by mid-2025—except Netflix and Max, which maintain premium pricing. Simultaneously, CTV ad spend is expected to reach $33. 35 billion in 2025. As more users opt for ad-supported plans to save money, brands can reach a growing, engaged audience at a lower cost compared to rising social media CPMs. Key Takeaway: Lower ad costs mean brands can allocate budgets more strategically, doubling down on CTV as a high-value channel. Source: EMARKTER Trend #1: CTV Viewership Is Growing Faster Than Ad Spend Time spent on CTV platforms is growing rapidly. By 2026, U. S. adults will spend 20% of their daily media time on streaming platforms, up from just 11. 5% in 2020. However, CTV will still account for only 8% of total ad spend. This imbalance presents an opportunity for brands to maximize their investments while competition in the space is still manageable. What This Means for You: If you’ve been hesitant... --- ### Rebranding Eastern Connecticut State University: A Fresh Visual Identity for the Warriors - Published: 2024-11-13 - Modified: 2024-11-05 - URL: https://masoninteractive.com/2024/11/13/rebranding-eastern-connecticut-state-university-a-fresh-visual-identity-for-the-warriors/ - Categories: Clients, Creative and Brand, Education Marketing - Tags: Content Strategy, higher ed We led a comprehensive rebranding initiative for Eastern Connecticut State University (ECSU), revamping their logo, website, and entire visual identity to authentically represent their unique position in the educational landscape. Working closely with ECSU's team, we crafted a refreshed brand that captures the university's distinctive character and vibrant community. At the core of ECSU’s new identity is its mascot, the Warrior, symbolizing strength and resilience. We integrated the Warrior’s shield into updated visual elements, establishing a cohesive emblem that reflects school pride across both digital and physical platforms. To further this concept on campus, we designed and fabricated a series of Warrior Shield cutouts. These installations—some freestanding and others handheld—encourage student engagement, offering interactive opportunities for students to showcase their ECSU pride. This approach has added a dynamic, memorable layer to the rebranding, reinforcing a connection with the Warrior identity. This project was a collaborative effort that merged creativity with strategic vision, and we’re proud to see ECSU’s community embracing their refreshed visual identity. You can view some of our educational institutions' creative works here.   Are you ready to elevate your institution’s look and feel? Reach out to Mason Interactive to learn how we can bring your vision to life with a rebranding strategy that resonates! --- ### New Client Alert: MiraCosta Community College - Published: 2024-11-11 - Modified: 2025-02-05 - URL: https://masoninteractive.com/2024/11/11/new-client-alert-miracosta-community-college/ - Categories: Clients - Tags: Client Alert, Digital Marketing Community colleges play a crucial role in providing accessible, life-changing education, and we couldn’t be more excited to add MiraCosta Community College to our roster of higher education partners. Located in beautiful Southern California, MiraCosta Community College is known for its commitment to empowering students from all backgrounds with the skills and knowledge to achieve their academic and career goals. Our collaboration will focus on implementing a comprehensive enrollment strategy that will amplify MiraCosta’s online presence, drive prospective students to engage with the college, and showcase MiraCosta’s innovative programs and resources. We look forward to supporting MiraCosta’s mission, broadening awareness, and helping future students discover what this outstanding community college offers. Interested in elevating your institution’s digital recruitment strategy? Contact us today to schedule a free consultation with our digital marketing experts! --- ### New Client Alert: Hate Ends Now - Published: 2024-11-08 - Modified: 2024-11-05 - URL: https://masoninteractive.com/2024/11/08/new-client-alert-hate-ends-now/ - Categories: Clients - Tags: Client Alert, Digital Marketing We are honored to welcome Hate Ends Now to the Mason Interactive family. This remarkable organization is dedicated to Holocaust education and remembrance, using powerful exhibits to bring history to life. Their traveling exhibit includes an immersive, life-sized replica of the cattle cars used to deport Jews during the Holocaust—creating a profound, unforgettable experience for visitors. Through these exhibits, Hate Ends Now sparks essential conversations about the devastating consequences of hate and the importance of compassion. For many of us, the impact of Holocaust education is deeply personal. “At Synagogue as a child, I heard firsthand from survivors and saw the numbers tattooed on their arms—a memory that drives my commitment to education and remembrance,” says Brook Shepard, Founder and CEO of Mason Interactive. This partnership with Hate Ends Now allows us to support a mission we hold close to our hearts. Thank you, Hate Ends Now, for trusting us with this important work. Together, we are committed to creating awareness, fostering dialogue, and expanding Hate Ends Now’s reach so their message can inspire change and remembrance in every corner of the nation. Connect with us to learn how our partnership can make a meaningful difference for your brand. --- ### New Client Alert: Mrs. Alice - Published: 2024-11-05 - Modified: 2024-11-05 - URL: https://masoninteractive.com/2024/11/05/new-client-alert-mrs-alice/ - Categories: Clients - Tags: Client Alert, Digital Marketing Mrs. Alice, the curated tablescape and tableware brand by Alice Naylor-Leyland, has chosen Mason Interactive to manage their advertising in the U. S. Known for enchanting, elegant homeware collections that make hosting a breeze, Mrs. Alice is a perfect addition to our roster of global clients. Why we love working with them: Mrs. Alice brings a distinctly British charm to tables worldwide, adding a touch of magic to special moments. Their curated tablescapes allow hosts to create unforgettable dining experiences with ease. This partnership is a key step toward Mason's broader global expansion. With Mrs. Alice joining our client list, we now work with four UK-based brands, solidifying London as one of Mason’s top international markets, alongside New York and Chicago. As we grow our global presence, partnerships like this enable us to bring Mason’s expertise to new audiences and strengthen our position in leading cities worldwide. We will focus on elevating Mrs. Alice’s brand presence in the U. S. market, driving customer acquisition, and expanding digital reach. Are you a UK-based business looking to scale in the US market? Contact us to schedule a free consultation with our digital experts! --- ### Facing the Enrollment Challenge: Why College Enrollment Is Declining and How Schools Can Adapt - Published: 2024-09-30 - Modified: 2024-09-30 - URL: https://masoninteractive.com/2024/09/30/facing-the-enrollment-challenge-why-college-enrollment-is-declining-and-how-schools-can-adapt/ - Categories: Education Marketing, Industry Updates - Tags: higher ed Colleges and universities across the U. S. are grappling with declining enrollment, a trend fueled by demographic shifts, rising costs, and changing perceptions of higher education’s value. Here’s a look at the main factors driving this shift and what institutions can do to reverse it. 1. Shifting Demographics High school graduates are projected to decline in the coming years, particularly in the Northeast and Midwest. This shrinking pool of traditional college-aged students is intensifying competition among institutions. What Schools Can Do: Colleges should target non-traditional students, such as adult learners and career switchers, who often prefer part-time or online programs. Partnering with community colleges and recruiting international students can help fill enrollment gaps. 2. Changing Perceptions of Degree Value With rising tuition and student debt, many prospective students are questioning whether a degree is worth the investment. A Gallup-Lumina survey found only 46% of U. S. adults now believe college degrees are worth the cost. What Schools Can Do: To address this, schools need to clearly demonstrate the return on investment of their degrees by highlighting job placement rates, internships, and partnerships with employers. Offering hands-on training and “stackable credentials” that allow students to earn credits over time will also help. 3. Financial Barriers and FAFSA Delays The simplification of the FAFSA process has caused delays, affecting many low-income and first-generation students who rely on timely financial aid to make college affordable. Rising tuition and student debt also contribute to hesitation about enrolling. What Schools Can Do: Colleges should streamline... --- ### The Future Of Digital Advertising in 2024 - Published: 2024-09-11 - Modified: 2024-09-25 - URL: https://masoninteractive.com/2024/09/11/the-future-of-digital-advertising-in-2024/ - Categories: Industry Updates - Tags: Digital Marketing As we move through 2024 into 2025, digital advertising is rapidly evolving, bringing new opportunities and challenges for businesses looking to connect with audiences. One key trend is programmatic advertising—an automated way of buying and selling ads online. Let’s explore how this is reshaping digital marketing and what it means for the future. 1. What is Programmatic Advertising? Programmatic advertising uses technology to automatically buy and sell digital ads in real-time, making the process more efficient and targeted. Unlike platforms like Google or Meta, where ads are displayed within their ecosystems, programmatic advertising allows businesses to place ads across a wide range of websites, apps, and platforms, such as: News Sites: Ads on sites like CNN or BBC. Niche Blogs: Ads on specialized websites like fashion blogs or tech forums. Streaming Services: Ads on platforms like Hulu or YouTube. This broad reach helps brands optimize their campaigns and ensure their ads are seen by the right people, wherever they spend time online. 2. The Rise of Connected TV (CTV) Ads Connected TV (CTV) ads are growing rapidly as more viewers stream content from services like Netflix or Hulu. These ads allow brands to reach audiences in a more personalized and engaging way. For example, while watching a cooking show, you might see ads for kitchen gadgets or meal kits tailored to your interests, making CTV ads an effective tool for connecting with specific audiences. 3. Privacy Concerns and Data Protection As privacy concerns increase, the way companies use your data... --- ### Takeaways from Google’s Think Retail NYC: Navigating the Holiday Season - Published: 2024-09-04 - Modified: 2024-09-04 - URL: https://masoninteractive.com/2024/09/04/takeaways-from-googles-think-retail-nyc-navigating-the-holiday-season/ - Categories: Industry Updates Earlier this week, we had the pleasure of attending Google’s Think Retail NYC, a major annual event held at the iconic St. John’s Terminal. As one of Google’s premier events, alongside Think Lead Gen and Google Marketing Live, it was packed with valuable insights to help retailers and marketers alike navigate the upcoming holiday season. “Make Every Holiday Connection Count” Jochen Heck, Vice President of Sales at Google, kicked off the event with a powerful keynote, emphasizing the importance of making every holiday connection count. This set the stage for a day full of strategic insights. Session Highlights: “State of Retail: What to Expect This Holiday Season” One of the most insightful sessions was the “State of Retail,” where economists discussed consumer sentiment and emerging trends. It was eye-opening to see how consumer behaviors are evolving, and these were the key takeaways: Shifting Holiday Timelines: In 2023, the breakdown of Q4 sales revealed some surprising shifts: 29% of sales occurred in the pre-holiday period (October). 22% of sales happened during the “Early Holiday” phase (November 1st through the day before Thanksgiving). Only 7% of sales were made during Cyber 5 (Thanksgiving through Cyber Monday). 36% of sales took place during the “Peak Holiday” period (Cyber Monday through Christmas Eve). 6% of sales happened in the “Post-Holiday” phase (Christmas through December 31st). Looking ahead to 2024, three factors are likely to impact these trends: The Presidential Election: The U. S. election will likely lead to elevated media consumption and potentially distracted... --- ### Summer Internship Experience 2024 - Published: 2024-08-28 - Modified: 2024-08-28 - URL: https://masoninteractive.com/2024/08/28/summer-internship-experience-2024/ - Categories: Mason Culture - Tags: Digital Marketing, Marketing Strategy, Mason Culture, summer internship This summer, I have been working as a Digital Marketing intern for Mason and it has been an amazing experience. Before this internship, I never thought I would be able to experience the professional world as a high school student. Working at Mason has been a journey filled with valuable lessons that have shaped my approach towards working creatively.   Projects During my time at Mason, I’ve had the opportunity to engage in tasks I’ve never done before, such as analyzing data, creating TikTok videos, and writing blogs. Some of the most fun and interesting projects were doing creative gap analyses for brands like Marimekko and filming videos using our soundproof booth. I found it fascinating to analyze companies that sell similar products and uncover what makes some more successful than others. I also enjoyed pulling in creatives from companies that I love when they were direct competitors of our clients. Making TikToks for Mason was a lot of fun as well. The whole process of making them was very fulfilling because it was a creative way to get work done and by the end, you have a fun memorable experience to share with the world. Takeaways One of the most important lessons I’ve learned is to not overthink. Creativity thrives when you allow thoughts to flow freely, without letting that over-critical voice in your head hold you back. Instead of perfecting an idea before acting on it, I’ve discovered the power of simply throwing ideas at the wall to... --- ### New Client Alert: Mila - Published: 2024-08-26 - Modified: 2024-08-12 - URL: https://masoninteractive.com/2024/08/26/new-client-alert-mila/ - Categories: Clients - Tags: Client Alert, Digital Marketing We're thrilled to announce that Mason is partnering with Mila to develop a refined cross-channel advertising strategy for the smart air purifier brand. Mila was created by three fathers, Grant, Dave, and Charles, who were determined to find a solution to the urban air pollution they experienced while living in Shanghai. Witnessing the detrimental effects of smog on their families' health and well-being, they embarked on a mission to design the best air purifier on the market. “Everyone has the right to clean air. And now with Mila, everyone has the opportunity to breathe it. ” - CEO and Head of Product Design, Co-Founder, and Director, Grant Prigge Their innovative approach prioritized people’s needs, resulting in a product that is smart, simple, quiet, affordable, and aesthetically pleasing. Mila was launched through a successful Kickstarter campaign, incorporating user feedback to ensure it met diverse needs. The founders committed to transparency, affordability, and environmental sustainability, creating an air purifier that stands out in a market often filled with misleading claims. Named after one of their children, Mila serves as a constant reminder of their dedication to providing clean air for families worldwide. This exciting new partnership is aimed at growing the brand's awareness and reach. The Mason team will lead efforts to increase annual revenue while partnering with the Mila team to discover new channel opportunities. Together, we will focus on acquiring new customers, boosting loyalty, and enhancing retention. Contact us to schedule a free consultation with our digital experts, and take... --- ### New Client Alert: Brody’s - Published: 2024-08-23 - Modified: 2024-08-12 - URL: https://masoninteractive.com/2024/08/23/new-client-alert-brodys/ - Categories: Clients - Tags: Client Alert, Digital Marketing We’re excited to welcome Brody’s Crafted Cocktails, an award-winning premium spirits company, to our portfolio of CPG brands! Brody’s offers an unparalleled drinking experience, transforming every sip into a journey of taste and sophistication. Each cocktail is crafted with premium spirits and fresh, natural ingredients, ensuring top-notch quality without artificial flavors or preservatives. Why we love working with them: Brody's is proud to partner with Monty's Fund, a non-profit organization, and is dedicated to contributing up to 5% of their net proceeds to support worthy causes in canine care. Through this partnership, every purchase helps improve the lives of dogs in need, ensuring they receive the care and support they deserve. “Brody’s offers an authentic craft cocktail experience that encourages people to celebrate the everyday. ” - Co-Founder, Cristy Neunson Our strategic collaboration is designed to propel revenue growth, drive new customer acquisition, expand their retail footprint, and fortify brand reach and loyalty in key markets. Together, we are committed to evaluating new opportunities to drive awareness, while utilizing consumer feedback to drive lasting customer connections and expand market presence. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey! --- ### New Client Alert: Lyrically Correct - Published: 2024-08-21 - Modified: 2024-08-12 - URL: https://masoninteractive.com/2024/08/21/new-client-alert-lyrically-correct/ - Categories: Clients - Tags: Client Alert, Digital Marketing We are ecstatic to announce our partnership with Lyrically Correct, an up and coming card game that bridges iconic music, community, and memory. From their deep love of music, creators Juelz, Tiff, Dee, and Nikki came together to make the ultimate game that tests one’s knowledge of classic Hip Hop and R&B music. From solo decks to bundles, and expansion packs, players can put their knowledge of '60s and '70s (Oldies but Goodies Edition), '80s (Hip-Hop, R&B, Funk, and Pop Edition) and '90s & 2000s to the test. Why we love working with them: Lyrically Correct strives to create representation for the black community while maintaining high standards of integrity and quality for its products and employees. They believe in full transparency to their vendors and customers and welcome everyone into the ‘Fam’. Mason will work alongside the Lyrically Correct team as they expand across additional retailers, and advertise their growing product offering to consumers through an omnichannel lens. Mason will work to identify new audiences and creative opportunities for Lyrically Correct, while leaning into data to acquire new customers across channels. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey! --- ### New Client Alert: Popstar - Published: 2024-08-19 - Modified: 2024-08-12 - URL: https://masoninteractive.com/2024/08/19/new-client-alert-popstar/ - Categories: Clients - Tags: Client Alert, Digital Marketing Mason Interactive is excited to partner with Popstar Labs to implement a comprehensive advertising campaign for the men’s health supplement company. Popstar was born with a simple but frequent question: how can men improve their sperm volume, health, and taste? Founders Joshua Gonzalez and Brian L. Steixner, both board-certified urologists and experts in men’s sexual medicine, noticed that many of their patients struggled with issues like retrograde ejaculation and the low semen side effects of medications like Tamsulosin. With no effective solution available, they decided to create one. “We are thrilled to offer a real option to men who want to improve their sex lives and shoot their best shot. ” - Co-founder, Brian L. Steixner M. D. With Popstar, they've made a real difference, not just for their patients, but for thousands of happy customers who rave about the results. Popstar is the first supplement developed by physicians using top-quality ingredients that really work, with ingredients from non-GMO organic sources. The Mason team will join forces with Popstar to drive revenue and reach across industry-leading platforms, prioritizing customer acquisition and retention as they continue to expand their lines of business. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey! --- ### New Client Alert: The Ness - Published: 2024-08-16 - Modified: 2024-08-12 - URL: https://masoninteractive.com/2024/08/16/new-client-alert-the-ness/ - Categories: Clients - Tags: Client Alert, Digital Marketing Mason Interactive is joining forces with The Ness to improve online search visibility of the dance-based fitness brand. The Ness was founded with a unique approach to movement, challenging outdated fitness and weight loss ideologies. They focus on making people feel good and helping them achieve their personal goals, all while having fun on and off the trampoline. The Ness Method immerses participants in a supportive community of movers, offering a distinctive experience that connects mind and body while bringing joy. It might take a few classes to get the hang of the trampoline, but the method is designed to be both challenging and rewarding. “Incorporating strength training into your regular movement routine can improve everything from muscle and bone health to mental health” - Founder, Aly Giampolo The signature trampoline cardio class, Bounce, is a beat-based, low-impact, high-adrenaline workout. Off the trampoline, classes focus on full-body sculpting using various props like skimmers, free weights, resistance bands, and body weight. These classes build mental, emotional, and physical stamina, enhancing focus, memory, coordination, and endurance. The trampoline workouts are low impact, making them gentle on the joints, and they also promote lymphatic drainage, helping the body remove toxins and waste. The Ness is for anyone who wants to join their community and experience the benefits of this innovative fitness method. The Mason team will work with The Ness to boost qualified traffic across leading search engines and platforms while exploring new channel opportunities in today’s ever-evolving multi-platform digital space. Contact us... --- ### New Client Alert: Everydae - Published: 2024-08-14 - Modified: 2024-08-12 - URL: https://masoninteractive.com/2024/08/14/new-client-alert-everydae/ - Categories: Clients - Tags: Client Alert, Digital Marketing Mason Interactive is excited to partner with Everydae on paid media advertising strategy for the woman-created and owned vitamin company. After giving birth to her son and finding herself in an endless struggle to balance the health of her newborn and her personal health, Tiana Kelly founded Everydae. She quickly discovered that the postpartum difficulties she and thousands of other new moms across the country could be fixed with diet, but wasn’t able to find clean supplements that would be safe for her newborn as well. “We know that motherhood can be both beautiful and challenging, and we want to provide support at every stage” - Founder and CEO, Tiana Kelly Why we love working with them: Working with naturopathic doctors, nutritionists, and scientists, Kelly has created pre- and post-natal supplements, free of junk ingredients. Her community-first approach started with a blog to connect new and expectant mothers to the resources they need to keep themselves and their babies happy and healthy. The Mason team will work closely with the Everydae team to explore new opportunities and drive growth through net new customer acquisition and retention (subscription). Our joint efforts will emphasize brand awareness, creative testing, loyalty, and expanding reach across new channels. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey! --- ### New Client Alert: SOL LABS - Published: 2024-08-12 - Modified: 2024-08-12 - URL: https://masoninteractive.com/2024/08/12/new-client-alert-sol-labs/ - Categories: Clients - Tags: Client Alert, Digital Marketing We’re excited to announce that Mason Interactive is partnering with SOL LABS!   SOL LABS is on a mission to revolutionize everyday sun care by combining innovative science and the natural wellness of Korean skincare. The brand prioritizes proactive care to prevent skin damage rather than reactive care to treat your skin. They have designed SPF products that feel light and airy on your skin while maintaining top-notch skin protection made with natural and clean ingredients. “By selectively incorporating natural ingredients renowned for their therapeutic benefits, SOL LABS products offer a unique fusion of tradition and modern science, ensuring unparalleled effectiveness and purity. ” - Co-founder, Seth Nelson This new partnership will focus on go-to-market strategies, striving to grow awareness and reach through a long-term strategy that will support eCommerce sales. The Mason team will work with SOL LABS on new channel opportunities, with an emphasis on new customer acquisition, loyalty, and retention. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey! --- ### March 2024 Google Core Algorithm Update: What Happened? - Published: 2024-05-15 - Modified: 2024-05-22 - URL: https://masoninteractive.com/2024/05/15/march-2024-google-core-algorithm-update-what-happened/ - Categories: Industry Updates - Tags: Digital Marketing Google often keeps details of its algorithm updates under wraps. However, the two significant Google Core Algorithm Updates in March 2024 caused considerable volatility in the organic search results, prompting the search industry to closely analyze Google's announcements and monitor the SERPs for insights. These updates have sparked much discussion in the SEO community. This article will explore these pivotal updates and Mason's response to them. '24 Algorithm Update At the beginning of March, Google announced its first core algorithm update of 2024, and it was major. Over the years, the process for rolling out algorithm updates has evolved and in this update, Google decided to roll out two core updates in one. One was the March 2024 Spam Update and the other was the March 2024 Core Update. '24 Spam Update This update rolled out on March 5th and completed on March 20th. As it suggests in the name, this update was aimed toward spammy websites with three new spam policies: expired domain abuse, scaled content abuse, and site reputation abuse. All three of these policies target websites that have a sole purpose of manipulating the search results by hosting content that “provides little to no value to users” -Google. Examples of content banned in recent policies: Expired Domain Abuse: Someone might purchase a domain previously used by a medical site and repurpose that to host low-quality casino-related content, hoping to be successful in Search based on the domain's reputation from previous ownership. Scaled Content Abuse: Websites with AI-generated... --- ### Navigating Third-Party Cookie Deprecation: What You Need to Know - Published: 2024-04-30 - Modified: 2024-04-30 - URL: https://masoninteractive.com/2024/04/30/navigating-third-party-cookie-deprecation-what-you-need-to-know/ - Categories: Google, Industry Updates - Tags: Google In the ever-evolving landscape of online privacy, staying ahead of the curve is essential for businesses aiming to connect meaningfully with customers while respecting their privacy concerns. Recently, Google announced updates regarding the phase-out of third-party cookies, a move that will significantly impact digital advertising and user tracking practices across the web. As your trusted partners in digital marketing, Mason is here to provide insights and guidance on what these changes mean for you and how you can prepare for a cookieless future. Understanding the Update Google's announcement regarding the Privacy Sandbox outlines a revised plan for the deprecation of third-party cookies on Chrome. The decision stems from the need to address feedback from various stakeholders, including industry players, regulators, and developers. Additionally, to ensure a thorough review process, Google is collaborating closely with regulatory bodies like the Competition and Markets Authority (CMA). Consequently, the completion of third-party cookie deprecation has been postponed from the second half of Q4, with plans now set for an early start in 2025, pending resolution of concerns with the CMA. Implications for Businesses While this extension provides more time for preparation, it underscores the importance for businesses to adapt their strategies for a cookieless future. Whether you're leveraging Google ads products or managing your own website, proactive measures are crucial for maintaining seamless user experiences and effective marketing campaigns. For advertisers and publishers utilizing Google ads products, adherence to recommended best practices remains paramount. Take advantage of this additional time to ensure your readiness... --- ### New Client Alert: Eastern Connecticut State University - Published: 2024-04-30 - Modified: 2024-03-15 - URL: https://masoninteractive.com/2024/04/30/new-client-alert-eastern-connecticut-state-university/ - Categories: Clients - Tags: Client Alert, Digital Marketing We are delighted to announce our newest partnership with Eastern Connecticut State University (ECSU), marking a significant addition to our growing portfolio within the education sector. ECSU is a vibrant institution dedicated to providing students with a rich and fulfilling educational experience. We are thrilled to align our digital marketing capabilities with the University’s vision, contributing to the success in attracting and engaging prospective students. Our work will center around a comprehensive enrollment strategy to amplify ECSU's online presence. “I will leave behind an exceptional institution committed to a quality public liberal arts education. Perhaps my proudest moments were the evenings each May when I watched our students walk across the stage and become graduates with the knowledge that they were well-prepared to be successful in life and as contributors in the workplace, in their communities and beyond. ” - Vice President for Institutional Advancement, Kenneth J. DeLisa We look forward to delivering strategies to drive prospective students to visit the campus, increase the number of prospective students, and advertise new majors or programs of interest. Are you ready to embark on a journey towards digital success in the education sector? Contact us to schedule a free consultation with our digital experts! --- ### New Client Alert: Pryor Learning - Published: 2024-03-15 - Modified: 2024-03-15 - URL: https://masoninteractive.com/2024/03/15/new-client-alert-pryor-learning/ - Categories: Clients - Tags: Client Alert, Digital Marketing We are excited to share our new partnership with Pryor Learning, a renowned name in corporate training and professional development. “Why does continuing career education require so much time and money? What if people could access efficient, affordable business training right when they needed it? ” - Fred Pryor With its 50+ years of innovation and impact, Pryor Learning has provided timely and affordable solutions for individuals, teams, and organizations. Offering a vast array of training options—live and online—across over 20 categories, including management, leadership, Excel, HR, and finance, the company stands as a beacon of knowledge, consistently adapting to evolving education and development needs. We will craft a comprehensive performance marketing strategy tailored to Pryor's unique goals. Our dedicated paid media, programmatic, and data analytics teams will work to improve audience quality, implement best practices and improved workflows, and implement strategies rooted in meeting B2B and B2C customers where they are. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. Learn more about Pryor Learning and get started on your training today! --- ### New Client Alert: Edward Sexton - Published: 2024-03-10 - Modified: 2024-03-08 - URL: https://masoninteractive.com/2024/03/10/new-client-alert-edward-sexton/ - Categories: Clients, eCommerce - Tags: Client Alert, Digital Marketing Exciting News! Edward Sexton, a key player in the rich history of Savile Row, brings an unparalleled legacy of craftsmanship and timeless design to our distinguished roster of fashion clients.   Edward Sexton's journey in the realm of music, fashion, film, art, and design began in 1969. Since then, the brand’s tailored suits have graced landmark album covers, adorned rock-aristocratic weddings, and made memorable appearances in remarkable films and live performances. Rooted in art deco elegance and fueled by the swagger of the 1970s, Edward Sexton creates suits for individuals who value creativity above all else. In contrast to prevailing modern tailoring trends, Edward Sexton's approach is a celebration of structure and shape. He accentuates natural strengths and skillfully disguises imperfections. Jackets gently flare over the hips, seamlessly merging into tapered trouser legs, while high armholes provide comfort and freedom of movement. The high trouser fork allows ample light through the legs, elongating the figure. Edward Sexton's commitment goes beyond trends; it's about crafting suits that transcend time. As he aptly puts it, "A suit is about so much more than dressing a person. It’s about romance, and presenting an image. " Our strategic collaboration is designed to propel revenue growth, drive new customer acquisition, expand channels, and fortify brand reach and loyalty in key markets. Together, we are committed to not only elevating revenue streams but also fostering lasting customer connections and expanding market presence. Contact us to schedule a free consultation with our digital experts, and visit Edward... --- ### New Client Alert: Marimekko - Published: 2024-03-09 - Modified: 2024-03-08 - URL: https://masoninteractive.com/2024/03/09/new-client-alert-marimekko/ - Categories: Clients, eCommerce - Tags: Client Alert, Digital Marketing Did you know? Marimekko has a fascinating history and is known for crafting numerous dresses for the wife of President John F. Kennedy during the election—an embodiment of timeless elegance and design excellence. We are delighted to share the exciting news of our collaboration with Marimekko, the iconic Finnish lifestyle design company celebrated worldwide for its original prints and vibrant colors. Creativity knows no bounds as the brand celebrates 60 years of the iconic Unikko print. Their rich history, deeply rooted in crafting high-quality clothing, bags, accessories, and home décor items, inspires us to elevate the brand's presence through data-driven paid media activation. Our joint venture is set to revolutionize the landscape by concentrating on key objectives: revenue growth, new customer acquisition, channel expansion, and driving brand reach and loyalty in strategic markets. We are committed to accentuating Marimekko's originality, bringing its unique designs to the forefront of the digital landscape, and complimenting its digital retail approach as we learn more about its audience. Contact us to schedule a free consultation with our digital experts, and stay tuned for an exciting journey ahead as we blend innovation, design, and digital expertise to propel Marimekko to new heights. --- ### New Client Alert: Bennett Winch - Published: 2024-03-07 - Modified: 2024-03-07 - URL: https://masoninteractive.com/2024/03/07/new-client-alert-bennett-winch-2/ - Categories: Clients, eCommerce - Tags: Client Alert, Digital Marketing We are pleased to announce our partnership with Bennett Winch, a brand synonymous with exceptional craftsmanship, timeless design, and unwavering quality. With every product meticulously handmade in England, Bennett Winch engineers accessories tailored for the contemporary world, embracing traditional skills and materials. “For me, a product either has a soul or it doesn’t, it’s a binary one or zero, dead or alive. ” Rupert Shreeve, Design Director, Bennett Winch Their commitment to crafting products for the discerning minimalists, who seek true quality by shedding surplus, aligns seamlessly with our shared vision for digital excellence. Our collective focus will be on driving revenue growth, new customer acquisition, channel expansion, and fostering brand reach and loyalty in key markets. If price is no object, let us introduce you to Bennett Winch, a line of handmade-in-England travel accessories that feature exquisite craftsmanship and luxe materials. The Holdall is innovative in that it includes both a lie-flat garment compartment and a detachable cylindrical bag, which the garments wrap around — and the units can be used together or separately. The Holdall is oozing with fancy details like waterproof canvas, Italian leather and solid brass hardware. ICYMI: Never worry about wrinkled clothes again with these 17 travel garment bags (CNN) Stay tuned for an exciting journey ahead as we blend tradition, innovation, and digital prowess to elevate Bennett Winch's brand presence in the United Kingdom, United States, and globally. Contact us to schedule a free consultation with our digital experts, and visit Bennett Winch to... --- ### Mason Interactive Recognized as a 2024 Google Premier Partner - Published: 2024-02-28 - Modified: 2024-02-28 - URL: https://masoninteractive.com/2024/02/28/mason-interactive-recognized-as-a-2024-google-premier-partner/ - Categories: B2B Marketing, Google, News & Events - Tags: Google ads We are honored to be recognized as a 2024 Google Premier Partner. This achievement reflects our unwavering commitment to delivering exceptional digital marketing solutions, and it solidifies our position as a top-tier agency in the industry. Being a Premier Partner means we are part of an elite group, and we are dedicated to leveraging this distinction to provide even greater value to our clients. In February, Google acknowledged the outstanding accomplishments of digital marketing partners worldwide, awarding Premier Partner status as part of the Google Partners program. Mason has been named a 2024 Premier Partner, signifying: We’re among the top 3% of Google Partners participants in the United States, showcasing unparalleled expertise in Google Ads, along with their capability to establish new client relationships and support clients' growth. We’re also listed on the Google Partners directory, offering potential clients easy access to top Premier Partners like us.   Mason receives exclusive benefits that actively contribute to client growth and success with Google Ads. "Being named a 2024 Google Premier Partner is a testament to our agency's dedication to excellence and innovation. We are proud to continue our strong partnership with Google, leveraging their best-in-class solutions to empower our clients and drive unparalleled success. At Mason Interactive, we remain steadfast in our commitment to delivering results and helping our clients achieve their goals in the dynamic digital landscape. " - Adrian Padron, VP of Operations at Mason Interactive About Google Premier Partners: The Google Partners program is tailored for advertising agencies... --- ### New Client Alert: University of Florida - Published: 2024-02-27 - Modified: 2024-02-27 - URL: https://masoninteractive.com/2024/02/27/new-client-alert-university-of-florida/ - Categories: Clients, Education Marketing - Tags: Client Alert, Digital Marketing, Higher Education We are excited to join forces with the University of Florida (UF), a prestigious institution recognized for its commitment to excellence in education, to enhance their digital presence and elevate their academic mission. Through comprehensive branding, marketing, advertising, and related services, Mason is dedicated to crafting tailored strategies that showcase UF's diverse offerings and effectively promote new majors or programs of interest. "I’ve always believed that giving our students an amazing education and sending them out into the world with the tools they need to succeed is our No. 1 job. Now we’ve been recognized as being No. 1 for doing that. The people of the great state of Florida can take great pride in knowing that their tax dollars are well spent at the University of Florida. The best is yet to come. " - UF Board of Trustees Chair, Mori Hosseini UF continues to evolve with UF Online, offering nationally acclaimed online bachelor's degree programs, including business administration, computer science, nursing, and sport management. Ranked as the #1 online bachelor's degree program by U. S. News and World Report in 2022 and 2023, UF Online is poised for further expansion and transformation in the dynamic landscape of higher education. We look forward to a meaningful partnership that aligns with UF's vision and contributes to their continued success in higher education. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. --- ### Mason Interactive: 2024 AVA Digital Awards Winners - Published: 2024-01-16 - Modified: 2024-01-17 - URL: https://masoninteractive.com/2024/01/16/2024-ava-digital-awards-winners/ - Categories: News & Events HONORING EXCELLENCE IN DIGITAL CREATIVITY, BRANDING + STRATEGY Mason Interactive has been recognized at the 2024 AVA Digital Awards, an international competition celebrating excellence in digital communication. This acknowledgment underscores our commitment to quality and innovation in the digital landscape. AVA Digital Awards: Celebrating Digital Excellence The AVA Digital Awards highlight outstanding work in digital communication, from web development to social media engagement. These awards are a benchmark for excellence in our industry, recognizing the best in various digital creative fields. Gold Award: Arccos Golf Shot Sensors Gold Award: Truffle Holiday Campaign Another Gold Award was achieved in the Video Production | Creativity | Special Effects/Animation category for the "Truffle Holiday Campaign," featuring luxury TSA-approved travel bags. This campaign demonstrated our expertise in blending creative direction, concept development, and production. Platinum Award: Digital Marketing for Truffle Holiday Campaign Our highest accolade was the Platinum Award in Digital Marketing | Social Campaign, again for the Truffle Holiday Campaign. This award reflects our proficiency in crafting effective social media campaigns and digital marketing strategies. The recognition at the AVA Digital Awards is a testament to our team's hard work and dedication. These awards validate our efforts in delivering high-quality, innovative digital solutions. We invite you to visit our website or follow us on social media to view our award-winning projects. For inquiries about our services and how we can contribute to your next digital project, please contact us. --- ### Unpacking BFCM Trends: Insights and Actionable Takeaways - Published: 2023-12-07 - Modified: 2023-12-07 - URL: https://masoninteractive.com/2023/12/07/unpacking-bfcm-trends-insights-and-actionable-takeaways/ - Categories: eCommerce, Industry Updates, Marketing Strategy - Tags: BFCM, eCommerce As we bid farewell to yet another exciting Black Friday and Cyber Monday (BFCM) shopping frenzy, it's imperative to reflect on the performance metrics that shaped this year's Cyber Week landscape. As we bid farewell to yet another exciting Black Friday and Cyber Monday (BFCM) shopping frenzy, it's imperative to reflect on the performance metrics that shaped this year's Cyber Week landscape. CPMs were up. Clients hit their goals. Our most successful clients diversified their media mix to reach customers where they are, thus achieving a lower blended CPM. The data speaks volumes, providing valuable insights to guide your brand's future strategies. Here's a snapshot of key trends and takeaways from the BFCM advertising landscape: Meta (formerly Facebook) Dominates, but at a Cost: Black Friday: Year-over-year (YoY) CPMs surged by +15. 1% to $29. 30. Cyber Monday: The upward trend continued, with CPMs rising by +14. 4% to $32. 29. Takeaway: Unsurprisingly, advertising costs on Meta are on an upward trajectory. While the platform remains a powerhouse for reaching customers, brands need to factor in the rising expenses and optimize their platform strategies accordingly. TikTok: Affordable Authenticity Shines: Black Friday: YoY CPMs took a nosedive, decreasing by -33. 6% to a cost-effective $10. 91. Cyber Monday: The trend continued, with a -7. 5% decrease, bringing CPMs to $11. 54. Takeaway: TikTok emerges as a beacon of affordability, providing brands with a dynamic and authentic platform to engage shoppers. The significant drop in CPMs signifies an opportunity for brands to leverage TikTok for a cost-effective, diversified advertising strategy. The Trade Desk: Efficiency Personified: Black Friday: The Trade Desk stole the show with an impressive average CPM of $3. 74. Cyber Monday: Efficiency... --- ### Don’t Get It Twisted: Optimizing vs. True A/B Testing - Published: 2023-09-14 - Modified: 2023-09-14 - URL: https://masoninteractive.com/2023/09/14/dont-get-it-twisted-optimizing-vs-true-a-b-testing/ - Categories: Brand Strategy, eCommerce, Industry Updates - Tags: eCommerce, Paid Media In the realm of digital advertising, the strategies employed to maximize ROI are as diverse as the platforms themselves. When it comes to paid social media advertising on platforms like Facebook and Instagram, two primary approaches stand out: optimization and true A/B testing. While both aim to improve campaign performance, they differ significantly in their methodologies and long-term impact. Optimization: The Art of Continuous Refinement Optimization involves the constant refinement of ad elements based on ongoing performance data. Marketers leverage machine learning algorithms and platform insights to adjust variables like audience targeting, ad creative, and bidding strategies. This approach is akin to fine-tuning a musical instrument to produce the best possible sound. By utilizing optimization, advertisers can swiftly respond to changing trends and audience behaviors. For instance, if a particular ad resonates more with a specific demographic, the platform will allocate more resources to display that ad to a broader audience within that demographic. This iterative approach ensures that your campaign maintains relevance and efficiency, driving better results over time. Continuous monitoring of campaign performance metrics, such as click-through rates, conversion rates, and cost per acquisition. Adjusting bidding strategies based on real-time data to optimize ad delivery and budget allocation. Refining audience targeting parameters to ensure ads reach the most relevant and engaged users. Tweaking ad creatives, headlines, and descriptions to maximize engagement and conversion rates. Testing different ad formats (e. g. , carousel ads, video ads) to identify the most effective format for your audience. Adapting campaign elements based... --- ### Unlocking Q4 Success: Insights from Meta’s Agency Accelerator Event - Published: 2023-09-05 - Modified: 2025-02-05 - URL: https://masoninteractive.com/2023/09/05/unlocking-q4-success-insights-from-metas-agency-accelerator-event/ - Categories: Industry Updates On August 7th, Mason's team of experts attended Meta’s Agency Accelerator Event in New York City to learn about executable strategies to maximize performance for the upcoming Q4 - and Q5-season. As a Meta Business Partner, we learned valuable insights and results-driven marketing solutions. Navigating Friction for Seamless Experiences Friction in online experiences interferes with the path to purchase, with statistics revealing the significant impact of site structure and errors on consumer behavior. 61% of U. S. digital shoppers have abandoned an online shopping cart because the site had errors or crashes. 21% of shoppers abandoned their shopping cart due to long checkout flows, and 63% of users abandoned a site due to poor user experience.   Some common friction points that could lead to a frustrating user experience include: Slow page load times Poor site navigation Insufficient product information Poor mobile experience No guest checkout To ensure optimal campaign performance, swift load times, streamlined site navigation, and mobile optimization are vital for effective landing pages, and conversion rate optimization. Committing to a smooth checkout flow, providing informative product details, and implementing a guest checkout can help mitigate these challenges. The Full Funnel Approach It’s no secret that we encourage brands to invest in a full-funnel strategy. Brands that focus solely on the lower funnel see diminishing returns and long-term growth. In the months leading up to BFCM, brands will achieve long-term efficiency by building audiences, introducing their products to new potential customers, and generating consistent awareness. The funnel process,... --- ### CPG Brands: Riding the Wave of Latest Trends - Published: 2023-07-25 - Modified: 2023-07-25 - URL: https://masoninteractive.com/2023/07/25/cpg-brands-riding-the-wave-of-latest-trends/ - Categories: Brand Strategy, Industry Updates - Tags: CPG, Sustainability Consumer Packaged Goods (CPG) brands are continuously evolving to meet the changing needs and preferences of consumers. The pandemic made consumers focus more on products that align with their lifestyle choices and sustainability efforts. The shift towards convenience and extensive product selection is changing how CPG brands engage with customers in the digital era. To stay ahead in this competitive landscape, brands need to be aware of the latest trends.   Embracing Sustainability Sustainability has become a central focus for CPG brands, driven by consumer demand for environmentally conscious products. Sustainable packaging is gaining momentum, with a report by Research and Markets projecting a 5. 6% annual growth rate for eco-friendly packaging materials through 2026.   Furthermore, a survey conducted by Accenture stated that 83% of consumers in North America and Europe believe it's important for brands to design environmentally friendly and sustainable products. Seed is a company that offers a line of probiotic supplements and products. They offer recyclable and biodegradable shipping boxes constructed from ecological paper made from algae. Seed also offers refillable containers for travel purposes. Brands need to adopt environmentally conscious practices to meet consumer expectations and drive business growth. Seed’s eco-friendly packaging with a free travel vial. Health and Wellness  With an increasing emphasis on personal well-being after the pandemic, health-conscious consumers are seeking CPG products that align with their healthy lifestyle choices. Statistics show significant growth in sales of functional foods and beverages, with a projected annual growth rate of 7. 9% through 2026.... --- ### Mason Interactive x The Trade Desk - Published: 2023-03-22 - Modified: 2023-03-22 - URL: https://masoninteractive.com/2023/03/22/mason-interactive-the-trade-desk/ - Categories: Paid Media - Tags: Digital Marketing, Marketing Strategy, The Trade Desk Mason Interactive is proud to announce that we are expanding our programmatic advertising capabilities with a seat at The Trade Desk, and that we've a new media team to manage our clients advertising on the Trade Desk. The Trade Desk is the leading demand-side platform (DSP), a platform for advertisers to purchase and manage digital advertising campaigns across various channels and devices, including display, mobile, video, audio, and connected TV. It provides access to the world’s largest inventory of digital media, and integrates with various data providers, while offering advanced targeting capabilities, audience segmentation, and contextual targeting. With this new partnership, Mason Interactive is proud to offer clients a comprehensive suite of services to help them reach their goals. The Trade Desk’s advanced technology will enable our teams to make data-driven decisions and measure the performance of campaigns in real-time. As we continue to stress the importance of diversifying spend across alternative platforms - and ultimately becoming less reliant on Meta and Google - here are a few reasons why The Trade Desk could be right for you: Reach a broader audience Diversifying the media mix allows brands to reach a broader audience by utilizing different channels and tactics to engage with customers. Reduce risk Relying on a single marketing channel or tactic can be risky because changes in the market or industry could have a significant impact on the effectiveness of that channel. By diversifying your overall media mix, brands can reduce their risk by spreading their marketing efforts... --- ### What To Do If TikTok Gets Banned - Published: 2023-03-08 - Modified: 2023-03-08 - URL: https://masoninteractive.com/2023/03/08/what-to-do-if-tiktok-gets-banned/ - Categories: Marketing Strategy - Tags: Digital Marketing, Marketing Strategy, TikTok Social media platform, TikTok, has taken the world by storm, with millions of users logging onto the app every day to watch short-form videos. However, the app has also faced scrutiny from various governments over concerns about privacy and security. Recently, there have been talks of banning the app altogether, which could have significant implications for businesses that rely on TikTok for their marketing and advertising strategy. If you're a brand or business that has invested time and energy into the platform, it's important to ensure you're diversified, and start planning for the possibility of a TikTok ban. Here are some steps you can take to prepare for the reallocation of ad spend, content, and resources if TikTok gets banned: Stay Informed Keep yourself informed about any updates regarding the potential ban of TikTok in your country. This will help you make informed decisions about how you allocate your advertising budget, internal resources, and content strategy. Explore Alternative Platforms Start exploring other social media platforms that may be able to fill the void left by TikTok. Depending on your target audience, platforms like Instagram Reels, YouTube Shorts, or Snapchat may be viable alternatives. Hint: You should probably be across these platforms, too! Review Your Content Strategy If TikTok is banned, you'll need to adjust your content strategy to ensure you're still able to reach your target audience. You may need to produce different types of content or focus on different messaging. If you are working with influencers or content creators... --- ### Search Engine Trends in the face of AI - Published: 2023-03-07 - Modified: 2023-03-07 - URL: https://masoninteractive.com/2023/03/07/how-will-chat-gpt-effect-search-engine-marketing/ - Categories: Industry Updates - Tags: ChatGPT, Generative AI It’s been a few months since ChatGPT entered the national consciousness, and I wanted to take a few words to describe how it - and AI in general - is affecting Search Engine Marketing. I’m going to start with what I know to be true, proceed to what I believe to be true, move on to informed speculation, and then draw some conclusions. Executive Summary Increasing Automation is a fact of life; anyone who resists it should get ready to enjoy their retirement; the front door to the internet is wide open; our clients are well-positioned to take advantage of these opportunities.   Bing is trying for piece of Google’s lunch, by integrating Chat GPT into their platform, and Google is rolling out their own version soon. As an illustration, here are four searches for the same thing, on Google, YouTube, Bing, and Chat GPT. Google, YouTube, and Bing are three versions of the same dish, while Chat GPT’s is totally unique. A Search for "best book to learn guitar" on Google A Search for "best book to learn guitar" on YouTube A Search for "best book to learn guitar" on Bing A Search for "best book to learn guitar" on Chat GPT To us, this comes down to platform diversification. We don’t get to decide where our customers are, the customers get to decide. We have to be in front of them, regardless of whether they are on Bing, Google TikTok, or Chat GPT.   Things I know to... --- ### Recap: GROW LA Retail Conference - Published: 2023-03-02 - Modified: 2023-03-02 - URL: https://masoninteractive.com/2023/03/02/recap-grow-la-retail-conference/ - Categories: Brand Strategy, Industry Updates, Marketing Strategy, News & Events - Tags: Conference, Digital Marketing, Networking There’s nothing like connecting with like minded people, discovering new brands, and learning about unique success stories IRL. In a post-pandemic world, the days of congregating in musky hotel lounges are kind of over. We came across GROW a few years back, and sponsored one of their in-person events in 2021. It’s safe to say that their events have come a long way. Fast forward to 2023, their small but mighty team has set the stage for the future of retail conferences. The curated - and highly vetted - experience is created with the new era of founders and marketers in mind. I recently attended their Spring conference in Los Angeles. Here are my top five takeaways for e-commerce brands looking to stay ahead of the game in 2023. Storytelling Is The Future Of Marketing Whether your brand is big or small, you're competing for the same eyeballs as Nike or Sephora. Consumers are overwhelmed with content, and brands that develop engaging ways for their customers to identify with their story or products are much more likely to stand out. Storytelling humanizes the brand and allows people to relate to it on a deeper level. By creating a compelling narrative, a brand can differentiate itself from competitors, build trust and loyalty with customers, and ultimately increase sales. Jake Karls, co-founder of Mid-Day Squares highlighted that “storytelling is the vehicle to grab the consumer’s attention today”. Brands need people to opt in, and ultimately want to be a part of the... --- ### Mason Interactive Recognized as a 2023 Google Premier Partner - Published: 2023-02-28 - Modified: 2023-02-28 - URL: https://masoninteractive.com/2023/02/28/mason-interacitive-2023-google-premier-partner/ - Categories: B2B Marketing, Google, News & Events - Tags: Google ads We're excited to share that Mason Interactive has achieved 2023 Premier Partner status in the Google Partners program. This designation recognizes us as one of the top 3% of agencies in the United States. This month, Google recognized the achievements of top-performing digital marketing partners across the globe by awarding Premier Partner status as a part of the new Google Partners program. The Google Partners program has undergone significant changes for 2022, including redefining what it means to be a Premier Partner through new, advanced program requirements and offering new Premier Partner benefits to support growth and success with Google Ads. “Congratulations to our Premier Partners for 2023. These companies are among the top 3% of Google Partners in the United States. It’s a true accomplishment, one that signals their leading expertise in Google Ads, in forging new client relationships, and in helping clients grow. We look forward to supporting them as they help their customers build smart online strategies and drive long-term success. ” –Marcin Karnowski, Senior Director of Ads Marketing Grow With Us As a recognized partner of Google, Mason Interactive leverages an exclusive toolbox of platform solutions that we use to help our clients grow their businesses. To find out more about how you can benefit from our partnerships, send us a message at hello@masoninteractive. com, or book a meeting with our team of experts, here. https://www. youtube. com/watch? v=wRqmHtf79OA --- ### New Client Alert: Hampden Clothing - Published: 2023-02-16 - Modified: 2023-02-16 - URL: https://masoninteractive.com/2023/02/16/new-client-alert-hampden-clothing/ - Categories: Clients - Tags: Client Alert, Digital Marketing We’re thrilled to announce that Mason Interactive added Hampden Clothing, a designer clothing boutique, to our growing portfolio of Fashion clients. Founder Stacy Smallwood hand picks pieces she knows her clients will love, and never neglects details or current trends. The collections reflect her personable and bubbly personality, and items are hand-selected during New York Fashion Week, Paris Fashion Week, and Milan Fashion Week, guaranteeing the latest trends from leading designers. Whether you go into the bright high end boutique or purchase your pieces online, the Charleston based boutique features iconic brands like Ulla Johnson, Isabel Marant, Yves Saloman, and many more. " The most important question I ask myself are: does this designer have a unique point of view that fills a gap in my product assortment and will my customer connect with this product? There are so many great designers out there, but if I don’t think we can sell it, then it won’t work. " Fashion Week Daily This exciting new partnership will focus on growing awareness through a long-term digital marketing strategy that will support direct-to-consumer eCommerce sales. The Mason paid media strategy team will be responsible for increasing YoY revenue, and working with the Hampden team on creative performance insights, with an emphasis on profitable customer acquisition and retention. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. Learn more about Hampden Clothing and shop their stunning collections now! --- ### The Future of Analytics: Google Analytics 4 - Published: 2023-02-16 - Modified: 2023-02-16 - URL: https://masoninteractive.com/2023/02/16/future-of-analytics-ga4/ - Categories: Google, Industry Updates, SEO - Tags: Digital Marketing, GA4, Google Analytics, SEO What is Google Analytics 4? Google Analytics 4 (GA4) is the latest version of Google’s web analytics platform. It replaces Google’s previous Universal Analytics (UA) tracking code and offers many new features that are designed to help you better understand user behavior on your website. In this article we’re going to discuss the differences between both versions, how measurement looks a bit different this time around, and some resources for how and when to migrate. What are the main differences between UA and GA4? In contrast to Universal Analytics which relied solely on pageviews for understanding how visitors interacted with websites, GA4 uses what Google refers to as “Events” – user interactions such as clicking a link or watching a video that are tracked individually rather than collectively under one pageview metric. This helps marketers understand each individual user journey through the site in much more granular detail.   Measuring Users: GA4 vs. UA GA4 is a significant shift from UA, with its architecture based on events rather than pageviews or sessions, as well as its introduction of AI-driven insights and predictive models designed to give users deeper insight into their data and enable actionable decision making. UA: Session-Based Universal Analytics uses a session-based data model to track user activity on a website. A ‘session’ is defined as a group of user interactions with your website that take place within a given time frame. Universal Analytics collects information about the activities users have performed in that session, such as page... --- ### New Client Alert: Needed - Published: 2023-02-06 - Modified: 2023-02-06 - URL: https://masoninteractive.com/2023/02/06/new-client-needed-perinatal/ - Categories: Clients - Tags: Client Alert, Digital Marketing, Needed We’re excited to announce that Mason Interactive has added perinatal brand, Needed, to our portfolio of health, lifestyle, and wellness brands. While navigating their own fertility and nutrition journeys, founders Julie Sawaya and Ryan Woodbury realized that most prenatal nutrition information and products fall far short of empowering real nourishment for mamas-to-be. They started Needed to meet their needs, and the needs of the thousands of women and health practitioners they have met along their journey. Most prenatal vitamins don’t include all the nutrients a woman needs for optimal nourishment. realized it was time to make a stand and change the type of pre and post natal vitamins women were taking. Needed empowers women to meet their biochemical nutritional needs, and to find nourishment beyond nutrition through better products, better identification of nutrition needs, education and community. This exciting new partnership will focus on profitable new customer acquisition through a long-term digital marketing strategy that will support direct-to-consumer eCommerce sales. The Mason paid media strategy team will be responsible for increasing YoY revenue, and working with the Needed team on creative performance insights, with an emphasis on subscription and customer LTV. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey.   Learn more about Needed, and discover nutrition education for men and women before, during, and after pregnancy, on their blog. --- ### Communication is Key (Holiday is here!, part II) - Published: 2022-11-17 - Modified: 2022-11-17 - URL: https://masoninteractive.com/2022/11/17/communication-is-key/ - Categories: Brand Strategy, eCommerce, Industry Updates - Tags: Digital Marketing, eCommerce, Paid Media Yesterday we wrote about the challenges and solutions we'er seeing in real time. Today I want to share something that's part of our internal mantra. Communicating Bad News. I have never been fired fired for missing a client's goals. I have been fired by many clients for not telling them that we were going to miss a goal. I've been fired by many more clients, for not suggesting ways to hit the goals we're forecasting to miss. Meaning, If you're going to miss you goals by 30%, and we have clearly articulated this bad news, and we've clearly articulated fall-back positions, including but not limited to... Forecasting for a client "well, we're behind on revenue, but we can get there. It's going to cost X dollars. , and ROAS will suffer, but we can do it. "Saying to a client, "well, we can preserve ROAS/CAC/CPL, but we're going to have to reduce our topline goals by Y%, and here are the six places we recommend actioning to really chase these pockets of efficiency" ... then the client will generally appreciate that advice, and trust us more in the future. Nothing solidifies a relationship like going through bad times with transparency and sincerely. Some more tactical - but still good! - ideas could be:Reducing targetsOffering a deeper discountStarting the sale earlierSend more emails - for real, send more emails. Don't be precious about it. So that's my advice... ... to anyone starting out in this industry. Your managers are looking at... --- ### Holiday is here! - Published: 2022-11-16 - Modified: 2022-11-16 - URL: https://masoninteractive.com/2022/11/16/holiday-is-here/ - Categories: Brand Strategy, eCommerce, Industry Updates - Tags: Digital Marketing, eCommerce, Paid Media Holiday is here. We've frozen PTO, we have twice a day check-ins with most clients, and most of those, seven days a week. Challenges We have tons of data showing that "holiday" is actually a 2. 5 month event, from mid-Oct. , through the end of December. We've counseled our clients to start their sales earlier, and we track each client's actual daily revenue against their target daily revenue. Meaning, if you want to make $1,000,000 in November, you need to make $33,333 a day. If you're actually making an average of, say, $25,000 a day, that's a delta of $8,333 a day. That seems like it might be small enough hill to climb, if you've got a 35% off sale starting Saturday the 19thBut if you want to make $1,000,000 in November, and you're actually making an average of, $10,000 a day, that's a delta of $23,333 a day. That is a big hill to climb. Solutions Be Proactive - We’re recommending that partners supply creative with an increased discount (20% vs 25%) in the event that we need to swap in order to be more aggressive in marketBe Flexible - Base and stretch goals are going to be key to winning your Holiday pushBe Nimble - ROAS floors are a great way to strike while the iron is hot. Confirm ROAS bands with your team to speed up decision making in the moment Results We do have clients who exceeding their goals. In that same hypothetical example, imagine... --- ### New Client Alert: SOSHE Beauty - Published: 2022-11-08 - Modified: 2022-11-08 - URL: https://masoninteractive.com/2022/11/08/new-client-alert-soshe-beauty/ - Categories: Clients - Tags: Client Alert, Digital Marketing We’re excited to announce that Mason Interactive added sustainable beauty brand, SOSHE Beauty, to our growing portfolio of cosmetic brands. Co-founders Sahar, Junyi and Aidan met by chance as participants in a startup competition as undergraduates at USC. They set out on a mission to create a product that would bridge the gap between beauty and sustainability through innovation. Their hero product, G. L. A. M. Mascara, is specifically designed to follow the FDA-recommended mascara replacement schedule to keep your eyes clean all while reducing your single-use plastic waste per Refill. With a focus on developing refillable, easy to use, and affordable products, SOSHE Beauty recently launched a collection of refillable lip silks in 7 unique shades. SOSHE continues to prioritize sustainability in all our business practices. This begins with plastic. We are a certified plastic negative business. For every product we sell, our partners remove 2x its weight in plastic. This exciting new partnership will focus on growing awareness through a long-term digital marketing strategy that will support direct-to-consumer eCommerce sales. The Mason paid media strategy team will be responsible for increasing YoY revenue, and working with the SOSHE team on creative performance insights, with an emphasis on customer acquisition and retention through subscription strategies. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey.  Learn more about SOSHE, and discover how you can recycle your empties with the SOSHE x Pact’s Mail-Back Collection Program. --- ### Recap: Education Marketing Seminar at Google NY - Published: 2022-10-15 - Modified: 2022-10-15 - URL: https://masoninteractive.com/2022/10/15/education-seminar-google-october-2022/ - Categories: Education Marketing, Google, News & Events - Tags: Digital Marketing, eCommerce, Paid Media On Oct 13th, Mason Interactive welcomed colleges, K-12’s, and more, to Google’s NYC HQ. We shared insights into changes in the Education industry since the pandemic, and talked about how schools can “future proof” against changing demographics. Side note: It’s three years - to the day! - since we presented at the annual HighEdWed conference in Milwaukee, Wisconsin; we are thrilled to be back to hosting in-person events with industry leading brands and digital experts. Even with the rise in important new platforms like TikTok, it is our perspective that the first marketing dollar should always go to Google.  Google Search is where the search for a school begins, and it pays to be there, at the start of a prospective student’s journey. Key Challenges & Observations Demographic Trends:Due to declining birth rates post 2008’s “Great Recession,” there are fewer students in market. This decline is causing a looming “enrollment cliff. ” There is an expected 15% decline in college-going students over the 4-year period between 2025 and 2029. Changing Behavior: Students are looking at investing in themselves, and see education as a cost/benefit analysis. They’re asking themselves “is the cost of this degree worth the money I’ll make from it? ” This is reflected in changing search patterns. Specific Brand Searches are down. People are not searching for specific schools as much as they were. Traditional Schools: -3%Community Schools: -7%Career Educators: -11%General Category Searches are flat/down. Interest in specific degrees are flat/neutral. Programs: +12%Degrees: +13%Searches that reflect a student’s interest... --- ### Holiday Planning 101: E-Commerce - Published: 2022-09-28 - Modified: 2022-09-28 - URL: https://masoninteractive.com/2022/09/28/holiday-planning-101-ecommerce/ - Categories: Brand Strategy, eCommerce, Industry Updates - Tags: Digital Marketing, eCommerce, Paid Media Holiday planning for e-commerce brands is underway, and every year we proactively take this time to position our clients for success in preparation for the busy Q4 holiday shopping season. Historically, Cyber Five was the key revenue driving period for brands, but YoY data indicates that consumers are starting their shopping earlier, and many have already made a purchase. In the current macroeconomic climate, we are preparing for another year of uncertainty. As your agency partner, we want to be transparent about the market trends and data we are gathering from our partners at Google and Meta. Key Challenges & Observations Consumer purchasing is split making each month criticalOctober = 32%, November = 32%, and December = 36%One miss = ⅓ of holidayConsumers are shifting away from branded searchesAggregate total:Branded: -3%Generic: +1%Consumers are on the lookout for deals and open-minded about who they buy from36% said they purchased a brand different from their preferred brand to get a better price30% shopped at a store that was not their preferred store56% will hold off on buying gifts until they are on saleFree shipping options and fast delivery have become table stakes for retailers during HolidayBesides price, the top factor that determines where holiday gifts are purchased from:Free Shipping/Shipping SpeedConvenience/Proximity to Store Location Source: Google Internal Data, 2020-2022. Ways to Win Your Holiday Be Proactive - We’re recommending that partners supply creative with an increased discount (20% vs 25%) in the event that we need to swap in order to be more... --- ### New Client Alert: Robert Louis Stevenson School - Published: 2022-09-27 - Modified: 2022-09-27 - URL: https://masoninteractive.com/2022/09/27/new-client-alert-stevenson-school/ - Categories: Clients, Education Marketing - Tags: Client Alert, Digital Marketing, Stevenson School We’re thrilled to announce that Mason Interactive has won an RFP from Robert Louis Stevenson School to deliver a best-in-class paid media and email marketing strategy for the New York City-based independent private school. Stevenson is an independent college preparatory school with therapeutic components designed to promote academic engagement and social-emotional connections. "Stevenson’s small, specialized learning environment resonates with students of varied backgrounds, and, time and time again, students have demonstrated a proclivity for finding and valuing commonalities in each other’s life experience. "Chris Ongaro, EdD - Head of School The Robert Louis Stevenson School was founded in 1908 with a mission to promote the emotional mastery needed for learning and living. By bringing students into a strong academic and therapeutic environment, Stevenson works to propel them towards postsecondary independence and success. This exciting new partnership will focus on building the foundation for a long-term digital marketing strategy that will support lead generation and family nurturing. The Mason paid media and email strategy teams will be responsible for increasing brand awareness, and working with the Stevenson team on audience insights, with an emphasis on profitable new student acquisition and retention. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. Read more about Stevenson, and learn about this post-secondary success, here. https://vimeo. com/355420058 --- ### New Client Alert: Bennett Winch - Published: 2022-09-20 - Modified: 2022-09-20 - URL: https://masoninteractive.com/2022/09/20/new-client-alert-bennett-winch/ - Categories: Clients - Tags: Bennett Winch, Client Alert, Digital Marketing We’re excited to announce that Mason Interactive recently added UK-based luxury luggage and travel brand, Bennett Winch, to our roster of clients. Robin Winch and Robin Bennett launched the company with a singular focus, “to create the products we need but can't find”. They believe true quality is timeless; if you buy well, you need only buy once. Every Bennett Winch product is handmade in England.  From Italian leathers to solid British brass hardware, they engineer accessories using traditional skills and materials. “Our products are designed for the discerning minimalists; those who seek to own fewer, better things. ” This exciting new partnership will focus on growing awareness through a long-term digital marketing strategy that will support direct-to-consumer eCommerce sales in the US. The Mason paid media strategy team will be responsible for increasing YoY revenue, and working with the Bennett Winch team on performance insights, with an emphasis on profitable customer acquisition and retention. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. Learn more about Bennett Winch, explore the Weekender, and read about their Lifetime Promise, here. https://player. vimeo. com/video/584049658? h=018ebacd01 --- ### New Client Alert: Two Blind Brothers - Published: 2022-09-02 - Modified: 2022-09-02 - URL: https://masoninteractive.com/2022/09/02/two-blind-brothers-new-client/ - Categories: Clients - Tags: Client Alert, Digital Marketing, Two Blind Brothers We’re excited to announce that Mason Interactive has added mission-driven brand, Two Blind Brothers, to our growing portfolio of fashion brands.   Brothers + Co-founders Bradford and Bryan Manning launched Two Blind Brothers for the sole purpose of funding blind research. After being diagnosed with an eye disease that causes blindness over time, their condition inspired a special vigilance for details, and a passion that carried over into the construction of their clothing line. Through their SHOP BLIND experience and other partnerships, the brand donates 100% of profits to make this a reality. Last year alone, customers helped fund 30,678 HOURS of clinical studies through Foundation Fighting Blindness (FFB). This exciting new partnership will focus on customer retention, loyalty and performance through a cross-channel email marketing and creative strategy that will support direct-to-consumer eCommerce sales. The Mason email strategy and creative teams will be responsible for increasing revenue, and working with the Two Blind Brothers team on creative performance insights, with an emphasis on out-of-the-box ideas and retention. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. Learn more about Two Blind Brothers, and help cure blindness when you SHOP BLIND. https://www. youtube. com/watch? v=1N2NG1NzZo0 --- ### The Evolution of Shopping Ads on Meta - Published: 2022-08-31 - Modified: 2022-08-31 - URL: https://masoninteractive.com/2022/08/31/advantage-shopping-campaigns-meta/ - Categories: Brand Strategy, eCommerce, Industry Updates, Paid Media - Tags: Digital Marketing, eCommerce, Paid Media Introducing Advantage+ Shopping Campaigns It's no secret that Meta platforms' performance is impacted by Apple's iOS 14. 5. Apple's relentless focus on user data privacy resulted in signal loss, changes to targeting capabilities, and most critically, measurement. Our view: Instagram and Facebook aren't broken, they're different. As industry standards evolve, so do the platforms we use, whether for social connections, community and brand building, or business growth and development. This makes the landscape more uncertain, the data more difficult to read, and the insight more challenging to articulate. Meta has rolled out Advantage+ Shopping Campaigns globally. ASC use artificial intelligence to enable e-commerce and retail direct-to-consumer brands to potentially achieve better performance, greater personalization and more efficiency through advancements in AI + machine learning. These campaigns provide greater flexibility to control creative, targeting, placements and budget, and more opportunities to optimize campaigns that drive conversions. What are Advantage+ Shopping Campaigns and how does it work? Simply put, ASC falls under Meta's new suite of Total Advantage tools. While Advantage tools are designed to automate a specific part of a manual campaign, Advantage+ focuses on automating a campaign from beginning to end or part of a manual campaign (e. g. , placements or creative). Here's a simple overview: Advantage+ Shopping Campaigns offer end-to-end automation and support dynamic and static ads Advantage+ Shopping Campaigns combine Prospecting and Remarketing strategies in one campaign Meta does not see ASC replacing existing products, and it is recommended to test and learn across current Business as... --- ### Summer Internship Experience 2022 - Published: 2022-08-12 - Modified: 2022-08-12 - URL: https://masoninteractive.com/2022/08/12/summer-agency-internship-nyc/ - Categories: Mason Culture - Tags: Digital Marketing, Marketing Strategy, Mason Culture, summer internship I spent about a month and a half as a summer intern for Mason Interactive. Mason Interactive is a digital marketing company that uses holistic strategies to help brands grow. With amazing strategists, innovators, creatives, data wizards, digital natives, growth marketers, and analysts, it was an experience to see everyone working together to help bring satisfaction to our clients. First Day The moment I stepped into the DUMBO, Brooklyn office, I felt at home. The furniture and decorations gave the office a biophilia theme. The window and private patio had amazing views of the Manhattan skyline, as well as the Brooklyn and Manhattan bridge. Medina Shareef, the director of HR, introduced me to the office as I settled in. I proceeded with adjusting to my workspace and working on my Google Ads Search Certification. Team Projects I worked alongside Ashley Bruzas, the director of Business Development and leader of Team Killer. She taught me about the team's goals and outlined how I would collaborate on projects over the summer. I was given an overview of how the brand strategy process works for an agency, which includes researching direct-to-consumer brands, creating competitive analyses, and providing them with opportunities to improve. Additionally, Ashley gave me a Photoshop tutorial which was fun to watch because you are able to customize logos or create anything that your mind wants to. I attended a Meta Webinar which gave me insight into how companies can prepare for the upcoming holiday shopping season through key strategies which... --- ### 3 Winning Tactics to Consider in the Face of Rising CPMs + a Recessionary Environment - Published: 2022-08-02 - Modified: 2022-08-02 - URL: https://masoninteractive.com/2022/08/02/3-winning-tactics-we-see-across-clients-in-the-face-of-rising-cpms-a-recessionary-environment/ - Categories: Brand Strategy, eCommerce, Marketing Strategy The economy is slowing, and it costs more to advertise online, but we do have clients who are successfully navigating this environment. July's GPD report shows that the United States Economy is slowing. Consumer spending grew at its slowest pace since the first initial months of the pandemic, as Americans bought fewer cars, couches and other products. At the same time, the Cost to Advertise online is rising. Our Aggregate Client portfolio CPM is up by 16% Year over Year, and Cyber-Five Week was up close to 40% in '21 vs '20. So there is no doubt that we are in a challenging space. Here are three commonalities we see across winning brands in our portfolio: https://www. youtube. com/watch? v=Pbx2b8Eh3-A For a longer description of this, please check out YouTube channel. Winning clients are using Promotions to entice new users. Nobody wants to be in a promotional environment, and not all successful clients are relying on promotions, but every client leveraging promotions, is closer to hitting their goals. It is true that given A) the rising CPM's and B) the economic environment, consumers are searching for promotions. Winning clients are Bundling their products to increase AOV (Average Order Value). Clients are bundling starter kits, bags, curated selection of sets, treatments, and more. By increasing Order size, these clients are driving more profits. Winning Clients use Product Launches to give the impression of "Newness. " The clients we see with the most success, have either A) a cadence of new launches... --- ### New Client Alert: Bask & Lather - Published: 2022-07-26 - Modified: 2022-07-26 - URL: https://masoninteractive.com/2022/07/26/new-client-alert-bask-lather/ - Categories: Clients We’re excited to announce that Mason Interactive recently added revolutionary hair growth and grooming brand, Bask & Lather, to our growing portfolio of CPG brands.   Bask and Lather Co. is formulated from all natural, 100% organic ingredients, and their extensive line of hair growth products is formulated to combat alopecia, shedding, breakage, and thinning hair.   When founder Shaina’s younger sister lost all of her hair to ringworm that spread across her scalp and was misdiagnosed as dandruff, her mother took matters into her own hands and created a scalp oil (now known as Scalp Stimulator) to stimulate growth and hair oil (now known as Hair Elixir) to nourish and strengthen hair. This exciting new partnership will focus on building on the existing performance and success of the brand through a long-term digital marketing strategy that will support direct-to-consumer eCommerce sales. The Mason paid media teams will be responsible for increasing YoY revenue, and working with the Bask & Lather team on new channel opportunities, with an emphasis on new customer acquisition, loyalty and retention across paid social channels.   Contact us to schedule a free consultation with our digital experts, and take the first step on your journey.  Learn more about Bask & Lather, take the hair quiz, or get to know the products and the correct method to apply them. https://www. youtube. com/watch? v=wWpQVtrO_LA --- ### New Client Alert – Vosges - Published: 2022-07-14 - Modified: 2022-07-14 - URL: https://masoninteractive.com/2022/07/14/new-client-alert-vosges/ - Categories: Clients, eCommerce, Marketing Strategy We’re excited to announce that Mason Interactive recently added Chicago-based luxury chocolate maker, Vosges Haut-Chocolat, to our portfolio of CPG lifestyle brands.   https://vimeo. com/690579363 Founder & chocolatier Katrina Markoff began her culinary journey with an apprenticeship in Spain under the direction of Ferran and Albert Adria of the famed El Bulli, where she began to understand that food was a medium for transformative, visceral experiences. “Ultimately, as a company we are in pursuit of three things. They are at the core of everything we do and through every experience we create. I wish the same three things for you: Peace, Love and Chocolate. ”- Katerina Markoff This exciting new partnership will focus on growing awareness and reach through a long-term digital marketing strategy that will support direct-to-consumer eCommerce sales. The Mason paid media and SEO teams will be responsible for increasing YoY revenue, and working with the Vosges team on new channel opportunities, with an emphasis on new customer acquisition, loyalty and retention. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey.   Learn more about Vosges, join the Rewards Members Club, or download the Vosges app and enjoy 20% off your first order. https://vimeo. com/701353634 --- ### Client Only Seminar at Google on 29th of June, 2022. - Published: 2022-07-06 - Modified: 2022-07-06 - URL: https://masoninteractive.com/2022/07/06/client-only-seminar-at-google-on-29th-of-june-2022/ - Categories: Google Mason Interactive was pleased to present at Google's Hudson Street offices, with our AWESOME Google crew, about OCI and the evolving Lead to Sale Journey. To our mind, this (OCI) is one of four-ish major technical opportunity here in H2 '22. Thank you Harika, Ryan, Mike, and Glen for having us! --- ### New Client Alert - BLUME - Published: 2022-07-05 - Modified: 2022-07-05 - URL: https://masoninteractive.com/2022/07/05/new-client-alert-blume/ - Categories: B2B Marketing, Clients, eCommerce We’re excited to announce that Mason Interactive added Vancouver-based skincare brand, Blume, to our growing portfolio of beauty brands. Setting a new standard for skin, body and period care Sisters + Co-founders Taran and Bunny created Blume to make self-care easier and healthier, while destigmatizing normal things like acne, puberty, periods and sex ed.   From their top-selling Meltdown Acne Oil (with over 4000 5-star reviews) to the Milky Fade Spot and Scar Fade Serum, their growing line of products are made from a powerful blend of clean ingredients.   CLEAN | CRUELTY FREE | VEGAN | NO BAD STUFF A portion of proceeds from each sale goes to @daysforgirls - an organization that turns periods into pathways for girls around the world through proper education and access to safe resources. This exciting new partnership will focus on growing awareness through a long-term digital marketing strategy that will support direct-to-consumer eCommerce sales. The Mason paid media strategy team will be responsible for increasing YoY revenue, and working with the Blume team on creative performance insights, with an emphasis on profitable customer acquisition and retention. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey.   Learn more about Blume, start earning points with BLUMETOPIA or read more about the game-changing brand on their blog.   https://www. youtube. com/watch? v=wiXZemVxGHA --- ### Performance Max Campaigns: An Introduction - Published: 2022-07-05 - Modified: 2022-07-05 - URL: https://masoninteractive.com/2022/07/05/performance-max-campaigns-an-introduction/ - Categories: Brand Strategy, Industry Updates, Paid Media Google is constantly rolling out new capabilities to make ad targeting more accurate and efficient. Performance max campaigns are a part of that toolbox. Here’s a quick video from Google that sums them up: https://www. youtube. com/watch? v=ghM5eKVVdOo We’ve said it time and time again – the marketing landscape is changing. Ad platforms shifting to prioritize user privacy means we have to rethink our approach. Implementing Google's tools and solutions available today will help brands prepare for the next generation of performance marketing. Performance Max campaigns are one piece of the big puzzle to help us in that transition. Now, let’s get into how we can use performance marketing campaigns to maximize campaign performance. What are Performance Max Campaigns? Performance max campaigns are a part of Google’s new approach for making local and shopping campaign management more efficient. They allow you to access all your Google Ad channels from a single campaign–freeing you to allocate more time to other aspects of your ad strategy. Source: Google How do they work? Leveraging automation, performance max campaigns will mix your visual creative, copy assets, and audience signals to figure out what combination of them performs best on each channel your ads appear on. You can even preview how these varied combinations will appear before publishing. Source: Google Your ad campaigns’ audience signals will be paired with machine learning to make sure your ads reach the audiences with the highest intent at the right time. Owning your brand’s first-party data is crucial for... --- ### New Client Alert - ALALA - Published: 2022-06-23 - Modified: 2022-06-23 - URL: https://masoninteractive.com/2022/06/23/new-client-alert-alala/ - Categories: Clients, eCommerce We’re excited to announce that Mason Interactive recently added Minority Female-Founded + 100% Women-Run brand, ALALA, to our portfolio of fashion brands.   From training for her first triathlon to a busy professional schedule, Founder Denise Lee was often on-the-go for 18+ hours at a time. She needed attire that could go from the gym, to the office, or happy hour. Before launching ALALA in 2014, she realized there wasn't an activewear brand that offered the effortless, high-low style that she was searching for.   “We Take Our Name From Alala, A Greek Goddess. Her name signifies a battle cry, a call to arms. To us, Alala represents all that we aspire to be as modern women. We live our lives with the audacity to believe that we can do it all and have it all. The universe is our oyster and every day is another opportunity to make our mark on the world. ”- Alala Sophistication | Quality | Details Corporate Responsibility “At Alala, we believe we have a duty to serve and help others. It's core to what we do and what our consumer believes in. We commit to use our platform to spread knowledge, share resources, and give love to those around us. ” You can read about the causes ALALA supports, here. This exciting new partnership will focus on growing awareness through a long-term digital marketing strategy that will support direct-to-consumer eCommerce sales. The Mason paid media and SEO teams will be responsible for increasing YoY... --- ### Meta Webinar Recap: Strengthening Your Brand's Ad Performance - Published: 2022-06-09 - Modified: 2022-06-09 - URL: https://masoninteractive.com/2022/06/09/meta-webinar-recap-strengthening-your-brands-ad-performance/ - Categories: Brand Strategy, Industry Updates, Marketing Strategy, Paid Media Mason recently hosted an interactive webinar with Meta to talk about how Conversions API can help to strengthen ad performance & reporting. If you weren’t able to attend, or simply wish to relive the session, you can rewatch here. Why this matters: Web browsers and platforms are enacting new policies meant to align with a future without cookies. These changes will weaken insights you’re used to accessing–Conversions API (or CAPI for short) is here to help us navigate around that.   CAPI is meant to work with the Pixel and as an alternative to the Pixel. What does this mean exactly? Much like GA4, CAPI is meant to work alongside tracking you already have in place in order to collect valuable data you can leverage after cookies are phased out.   Source: Meta Should you implement CAPI today? In short, yes. Without conversion optimization, brands typically see higher CPAs. It’s recommended that brands implement CAPI as soon as possible–not only to allow time to onboard technical teams, but also for testing & evaluating the quality of the data you’re collecting.   For more information on this, access a helpful document from Meta here. Source: Meta The digital landscape shifts with a new emphasis on user privacy, but it’s still possible to leverage data to reach new audiences and accurately track your efforts.   Check out the recording of Strengthen Your Brand's Ad Performance for more information, and if you’re not already a Mason client, you can start your journey here.... --- ### Google Analytics 4: An Introduction - Published: 2022-05-12 - Modified: 2022-05-12 - URL: https://masoninteractive.com/2022/05/12/google-analytics-4-an-introduction/ - Categories: Brand Strategy, Google, Industry Updates, Marketing Strategy, News & Events The 4th generation of Google Analytics is already out, and there’s finally a hard deadline for when you have to completely transition over–July 1, 2023. This post will cover what's new about GA4 and why you should be thinking about it now. https://www. youtube. com/watch? v=TmiTdNSh2to Analytics that Respects User Privacy We know that consumers are shopping and engaging online more than ever before following the pandemic. As a result, investing in data & analytics is key to understanding customers and reaching new prospects. As regulators and platforms evolve how consumer data can be used, people are now able to control/restrict how their data gets used for ad targeting. These are the conditions that have called for a new approach to analytics. TLDR: GA4 is Google’s answer to a privacy-centered digital landscape. Why does this matter? GA4 achieves the same goal as its predecessors, albeit in a different way.   In our experience, clients like to optimize around metrics like click-through and bounce rates. In GA4, we’ll be thinking more about engaged users vs non-engaged users. Previously, if a user spent 30 seconds on your website and left without clicking anything, that may have been looked at as a bad thing. GA4 will consider a 30 second session an important event to track, even if that user doesn’t click anything. GA4 uses machine learning to automatically generate insights from brand data to improve marketing. This replaces the modeled style of tracking from previous generations of GA. See our guide on... --- ### The Future of Marketing Calls for Diversifying Advertising Platforms - Published: 2022-04-20 - Modified: 2022-04-20 - URL: https://masoninteractive.com/2022/04/20/the-future-of-marketing-calls-for-diversifying-advertising-platforms/ - Categories: Brand Strategy, Communication Strategy, Creative and Brand, Marketing Strategy 2021’s Spring iOS 14 update (that we discussed last year) disrupted the Facebook advertising ecosystem, and put the need for Platform Diversity into greater relief. iOS 14 prompts users to opt-out of tracking; this affects the efficacy of certain (but not all) targeting options. Bottom line: the FB/IG advertising platform is degraded (we can disagree about how degraded) and brands need to diversify their portfolio by trying new platforms, even if there’s risk there. Because the alternative, continuing to reply on FB/IG, is even riskier. Audiences vs Reporting There’s an open debate about whether the audiences available to brands have changed more than the in-platform reporting on those audiences. Adrian Padron, V. P of Operations here at Mason, says “Facebook’s inconsistent data has caused dilution of trust. Our clients don’t trust FB’s data. There’s always been a gap between what Facebook reports and the client sees in their CRM, but this gap was usually A) explicable and B) consistent. Now, it’s neither. ”  iOS 14 update “reduced the efficacy of Facebook advertising and forced people into different platforms. ” With audience data now skewed in Facebook, brands move to different platforms to better reach their target audience. Though, a challenge that we see is customers don't want to change because they like the ROI and if they try new things and don't see the same ROI they want to pull the plug. Most brands are hesitant when it comes to diversifying platforms when they are so used to Facebook, especially... --- ### Mason Interactive Hires Kelly Stancil - Published: 2022-04-05 - Modified: 2022-04-05 - URL: https://masoninteractive.com/2022/04/05/mason-interactive-hires-kelly-stancil/ - Categories: Mason Culture, News & Events We’re thrilled to announce that Kelly Stancil has joined a brand new team at Mason Interactive as our first Data Engineer.   With 7 years of experience in data visualization and report management, Kelly joins our agency with a goal to focus in on insights so that clients can better understand customer behavior in an ever-changing digital landscape.   Kelly is from Pinehurst, NC. He spends his free time being a night owl and enjoying the stellar cast & writing of Showtime’s Billions.   “As our agency grows, we know that specialization is becoming more important than ever. We’re thrilled to have Kelly in our Charlotte office as a full-time Data Engineer. This will greatly bolster the service we provide to our media clients. ”Brook Shepard, Founder & CEO of Mason Interactive Get to Know Kelly If you could have one superpower, what would it be?   Mind compulsion like a vampire, I’d be the world’s best performance coach, fitness trainer, hostage negotiator, possibilities are endless. If you were stranded on a deserted island, what one item would you bring and why?   If it’s a luxury deserted island it’ll be a laptop to work remote because I’m never coming back to the states. However if it’s a non-amenity laced deserted island I’m bringing Jeff Bezos so we won’t be stranded for too long. What's your favorite throwback jam/go-to karaoke song?   Favorite Throwback: Usher and Alicia Keys “My Boo”. Cheers Kelly, and welcome to the Mason family!   --- ### First Party Data: The Key to a Successful Growth Strategy - Published: 2022-04-04 - Modified: 2022-04-04 - URL: https://masoninteractive.com/2022/04/04/first-party-data-the-key-to-a-successful-growth-strategy/ - Categories: Brand Strategy, Google, Marketing Strategy, News & Events - Tags: Content Strategy, Digital Marketing, Marketing Strategy First party data refers to user information collected from direct interactions with your brand (email, site, app etc). Owning this data should now be an essential part of your marketing strategy–especially as platforms prepare to sunset 3rd party cookie tracking. Today’s consumers are shopping online more than ever before, but they’re also more protective of their data than ever before. Despite the increase in user activity, it’s getting harder to tell who these users are and which are most likely to be interested in your products. Apple’s new iOS privacy features allow users to refuse data tracking. Facebook & Google are moving away from 3rd party cookies. Changes like these mean that it’s up to your business to collect the data you need to understand who your customers are and which acquisition channels are the most effective. In other words, you need to start collecting first party data. Understanding First Party Data Consider first party data the foundation of your marketing strategy from this point on. Since most sites won’t be able to collect the key identifier data, it’s on your business to collect it from your customers and prospects.   Asking users to share your data is challenging, but it’s much easier when the user has an established relationship with your brand. Therefore it’s incredibly important to build trust with your customers in order to collect first party data. https://www. youtube. com/watch? v=IrRAAYT8Bkg Want Proof? Nike Just Did It Nike’s share price shot to an all-time high in 2020... --- ### Your Retailers Are Your Competitors, Too - Published: 2022-03-21 - Modified: 2022-03-21 - URL: https://masoninteractive.com/2022/03/21/your-retailers-are-your-competitors-too/ - Categories: Brand Strategy, Google, Marketing Strategy, Paid Media Picture your eCommerce site as a physical store. Now, imagine your wholesale retail buyers as the businesses next door. Sure your products get sold either way, but you still want to make the sale yourself, right? Small and medium-sized D2C brands often depend on third-party retailers for exposure to larger audiences. However, the risks include not only loss of revenue, but the opportunity to capture the first-party data needed for future sales & growth. This is not to say that it’s a bad thing to sell your products through a larger retailer, that’s great! However, when high-intent users directly search for your brand, you should rank higher than your retailer. In fact, you lose big time when you don’t. Ex: A direct search for Hamilton Dress Shirts gives 5 results for 3rd party retailers & none for the actual brand. The right media strategy puts you in a position to make the sale and capture the first-party data you need to succeed in today’s digital landscape. The wrong media strategy surrenders sales opportunities to retailers that bid for on brand terms. Here are a few things to think about when balancing your DTC & B2B strategies. What's at Stake A few things happen when a retailer ranks higher than you on your terms. For one, they have a better chance than you to win sales. With that sale comes the opportunity to collect the customer’s first-party data, which means you won’t be able to directly engage your most likely buyers via... --- ### Enhanced Conversion Tracking: Everything You Need to Know - Published: 2022-03-02 - Modified: 2022-03-02 - URL: https://masoninteractive.com/2022/03/02/enhanced-conversion-tracking-everything-you-need-to-know/ - Categories: Brand Strategy, eCommerce, Google, Industry Updates, Marketing Strategy It has never been more important to understand who your potential customers are. As the industry shifts towards focusing more on consumer data privacy, it’s getting harder to track and measure prospective buyers. As an agency, we’re staying ahead of the curve so that our clients can succeed despite the coming impact.   Source: Tech Times We recently attended a company-wide training session with our partners at Google to discuss the future of privacy-centric measurement. This post will cover how you can explore unique implementations of Google’s Enhanced Conversion Tracking protocols. Don’t know where to start? Send us a message to discuss what this means for the future of your business. What is enhanced conversions? Enhanced conversions is a feature that can improve accuracy when it comes to measuring conversion. It supplements existing conversion tags by sending hashed first-party conversion data from your website to Google in a way that still protects user privacy. The feature uses a secure one-way hashing algorithm called SHA256 on your first-party customer data before sending to Google. The hashed data is then matched with signed-in Google accounts in order to attribute your campaign conversions to ad events, such as clicks/views. Simply put: Say goodbye to Observed conversions, and hello to Modeled conversions based on hashed data. Implementation There are 3 approaches to implementation: manual (preferred), automatic tag based, and API. Once implemented, Enhanced Conversions will start working immediately, however, 60% of data can be missed if Enhanced Conversions is not applied correctly. We can help... --- ### New Client Alert — International Center of Photography - Published: 2022-02-23 - Modified: 2022-02-23 - URL: https://masoninteractive.com/2022/02/23/new-client-alert-international-center-of-photography/ - Categories: Clients, News & Events, Paid Media, SEO We’re excited to announce that Mason Interactive recently added the International Center of Photography, a world renowned institution dedicated to the practice and understanding of photography, to our portfolio of notorious New York brands.   Founded in 1974 by Cornell Capa, ICP continues to champion “concerned photography” — socially and politically minded images that can educate and change the world. Since its inception, ICP has presented more than 700 exhibitions and provided thousands of classes to artists, scholars, and students worldwide. CONTACT HIGH | A Visual History of Hip-Hop Image: Barron Claiborne, Biggie Smalls, King of New York, Wall Street, New York, 1997. This exciting new partnership will focus on growing awareness and driving qualified leads through a long-term digital marketing strategy that will center around the institution’s One-Year Certificate program. The Mason Paid Media + SEO strategy teams will be responsible for increasing YoY revenue, and working with the ICP team to explore new channel opportunities, with an emphasis on driving new enrollments and brand loyalty. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. Learn more about ICP and plan your visit to visit the new location at 79 Essex Street in New York. --- ### New Client Alert — Sweetie Pie Organics - Published: 2022-02-23 - Modified: 2022-02-23 - URL: https://masoninteractive.com/2022/02/23/new-client-alert-sweetie-pie-organics/ - Categories: Clients We are excited to announce that we’ve added Sweetie Pie Organics, a new CPG brand under Handi-Craft Company, to our growing portfolio of CPG brands. Sweetie Pie Organics blends traditional milk boosters with real, nutritious ingredients to create naturally delicious drinks and snacks that support breast milk production. Their lactation smoothies contain fenugreek, an herbal galactagogue that is widely used to increase milk production in breastfeeding mothers. Their growing assortment of breastfeeding and prenatal products feature ingredients that are good for mom AND baby – no gluten, dairy or soy – and their hero grab-and-go smoothie is made simply with no added sugar. Vegan. Organic and Kosher Certified. This exciting new partnership will focus on growing brand awareness across retail partners, and driving conversions through a long-term performance marketing strategy that will support eCommerce sales. This cross-functional approach will combine Mason’s paid media and SEO teams who will be responsible for increasing YoY revenue, and working with the Sweetie Pie Organics team on new channel opportunities, with an emphasis on new customer acquisition, loyalty and retention. Contact us to schedule a free consultation with our performance marketing experts, and take the first step on your journey. Learn more about Sweetie Pie Organics, and consult your doctor before use if you are pregnant, breastfeeding, have a medical condition or are taking any medication. --- ### Mason Interactive Recognized as a 2022 Google Premier Partner - Published: 2022-02-17 - Modified: 2022-02-17 - URL: https://masoninteractive.com/2022/02/17/mason-interactive-recognized-as-a-2022-google-premier-partner/ - Categories: B2B Marketing, Google, News & Events We're excited to share that our agency has achieved 2022 Premier Partner status in the Google Partners program.   This designation recognizes us as one of the top 3% of agencies in the United States. This month, Google recognized the achievements of top-performing digital marketing partners across the globe by awarding Premier Partner status as a part of the new Google Partners program. The Google Partners program has undergone significant changes for 2022, including redefining what it means to be a Premier Partner through new, advanced program requirements and offering new Premier Partner benefits to support growth and success with Google Ads. “Congratulations to our Premier Partners for being among the top 3% of Google Partners in the United States. These companies stand out based on their commitment to developing product expertise, building new client relationships, and helping their current clients grow. We look forward to supporting them as they help their customers succeed online. ” - Davang Shah, Senior Director, Google Ads Marketing Mason Interactive is part of a select group of Premier Partners in the Google Partners program. This program is designed for advertising agencies and third parties that manage Google Ads accounts on behalf of other brands or businesses. Its mission is to empower companies by providing them with innovative tools, resources, and support to help their clients succeed and grow online. Grow With Us As a recognized partner of Google, Mason Interactive leverages an exclusive toolbox of platform solutions that we use to help our clients grow... --- ### 3 Keys to Performance Marketing in 2022 [Report] - Published: 2022-02-07 - Modified: 2022-02-07 - URL: https://masoninteractive.com/2022/02/07/3-keys-to-performance-marketing-in-2022-report/ - Categories: Brand Strategy, Communication Strategy, Industry Updates, Marketing Strategy, News & Events - Tags: Content Strategy, eCommerce, Google ads, higher ed, Marketing Strategy Many brands depend on Cyber Five, the days between Black Friday & Cyber Monday, to put them into the black for the year. Though Cyber Five 2021 was complicated and busy, it was also one of the most profitable to date. Our clients closed out the year on a high note thanks to a few pretty simple actions. What were they? Let’s take a look together in our 2021 Q4 After Action Report. 1. Start with a Plan Everything starts with a plan. The sooner you have one, the sooner you can review it, make adjustments, and execute. Our winning clients invested heavily into prospecting in the months leading up to Black Friday, emphasizing list-building for owned 1st party data, allowing owned channels like email and SMS to scale. Thanks to the work they did early on, our clients were able to get in front of consumers well before their competitors and convert with assets they had ready to go.   What This Means for You When you don’t plan ahead, you give up sales to your competitors who do. Fret not, this isn’t our first time at the Cyber Five rodeo. Send us a message at hello@masoninteractive. com and we’ll help develop a strategy with you. 2. Grow With the Flow Scaling a digital marketing operation isn’t easy, and frankly, it’s not getting any easier. Industry research points to consumers being spread out across more platforms than ever before, and it’s only getting more difficult to track and target... --- ### New Client Alert — Marcella - Published: 2022-02-07 - Modified: 2022-02-07 - URL: https://masoninteractive.com/2022/02/07/new-client-alert-marcella/ - Categories: Clients - Tags: eCommerce We’re thrilled to announce that Mason Interactive is partnering to deliver a best-in-class owned media (SEO) strategy for New York fashion brand, Marcella. Designer Fashion Within Reach “Marcella grew out of the practical reality of living in New York City: big bills and small closets. Even as we design in NYC and handcraft all of our pieces in Europe using only locally sourced fabrics and trims, we price our designer apparel and accessories at 25% and 75% less than the competition. Our promise is to democratize minimalist designer apparel and accessories for the benefit of women everywhere. ” The Marcella Mission: This exciting new partnership will focus on growing awareness and improving organic traffic and visibility through a long-term digital marketing strategy. The Mason SEO team will be responsible for assessing owned media opportunities through robust technical, content and performance strategies, with an emphasis on new customer acquisition, visibility and holistic channel approach to growth. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey.   Learn more about Marcella NYC and their social impact pledge with The School Days Project. --- ### New Client Alert – Gussi - Published: 2022-02-07 - Modified: 2022-02-07 - URL: https://masoninteractive.com/2022/02/07/new-client-alert-gussi/ - Categories: Clients - Tags: eCommerce We are excited to announce that we’ve added Gussi, a salon-quality haircare/beauty brand, to our growing portfolio of CPG/Beauty brands. Gussi was founded in 2021 by a team of hair care professionals who, with a combined 30 years of experience, worked to bring keratin from the salon, into people’s homes. After testing the now hero product over 20,000 times on a wide variety of hair types, they created a one-of-a-kind at-home, salon-quality keratin treatment that can be applied by anyone in the comfort of their own bathroom—resulting in 6 weeks of smooth, shiny, healthy hair that can be styled a multitude of ways. What It Means to #GussiUp The values Gussi was founded on remain our guiding principles: EQUITY INDIVIDUALITY COMMITMENT, NEVER COMPROMISE EMPOWERMENT SELF-CARE This exciting new partnership will focus on growing awareness and driving conversions through a long-term performance marketing strategy that will support eCommerce sales. This cross-functional approach will combine Mason’s paid media, SEO, Email and Creative teams who will be responsible for increasing YoY revenue, and working with the Gussi team on new channel opportunities, with an emphasis on new customer acquisition, loyalty and retention. Contact us to schedule a free consultation with our performance marketing experts, and take the first step on your journey.   Learn more about Gussi and start your salon quality hair care treatment at home. --- ### Mason Interactive Hires David Grigg - Published: 2021-11-17 - Modified: 2021-11-17 - URL: https://masoninteractive.com/2021/11/17/mason-interactive-hires-david-grigg/ - Categories: Mason Culture - Tags: Digital Marketing, Diversity, Equity, Google ads, Mason Interactive, Paid Media We are excited to announce that David Grigg has joined Team Hawk at Mason Interactive as a Performance Marketing Manager. We are excited to announce that David Grigg has joined Team Hawk at Mason Interactive as a Performance Marketing Manager. With five years of digital marketing experience, David joins our team with a focus on goal strategy and relationships with our clients. He believes that understanding a client's audience and their online presence is a key factor in driving business growth in today's age. He is excited to join Mason Interactive where he can build upon an advertising passion, make new friends and experiences, and impact both our team and those we partner with to strive for the same vision. David is from Locust, NC right outside of Charlotte and spends his other hours golfing, staying in shape, going to sports games and breweries, writing, and volunteering. He is on the board of an adoption organization and is always open to chat and/or be a resource about the topic. We are looking forward to all the great things ahead with David on the team! --- ### Marketing Best Practices for Alcohol Brands - Published: 2021-10-07 - Modified: 2021-10-07 - URL: https://masoninteractive.com/2021/10/07/marketing-best-practices-for-alcohol-brands/ - Categories: Creative and Brand, eCommerce, Marketing Strategy - Tags: alcoholic beverages, Brand Awareness, Branding, Content Strategy, eCommerce When the first lockdowns of Covid-19 hit early in 2020, we began to see a paradigm shift of the entire world, and the U.S. was no exception. When the first lockdowns of Covid-19 hit early in 2020, we began to see a paradigm shift of the entire world, and the U. S. was no exception. Commerce was reduced to essential services, and people were either restricted from or outright prohibited from interacting in larger groups or anyone outside their household or highly limited circles.   The restaurant and bar industries were hit especially hard. Even with many of the restrictions lifted in 2021 many are still wary of going out for dinner or drinks and socializing with friends and family over a beer or glass of wine. But consumers didn’t quit drinking. Many state governors included liquor stores among essential services that were allowed to stay open even as many other businesses closed their doors or limited their hours.   Marketing Alcohol Direct to Consumers (DTC) Gets a Surge The increase in direct-to-consumer sales means that alcohol brands need to be mindful of the guidelines and regulations that promote responsible drinking whether a person chooses to drink beer or similar beverages, wine, or spirits. Regulations state that marketers cannot suggest in their advertising that people who consume alcoholic beverages violate the law or act irresponsible when they are consuming these beverages.   Regardless of the type of alcohol sold, all brands need to follow rules and regulatory codes set forth by the Distilled Spirits Council of the United States, the Beer Institute, and the Wine Institute. Many states have loosened restrictions in 2020 and 2021, but these... --- ### 7 Tips for Effective Video Advertising - Published: 2021-10-04 - Modified: 2021-10-04 - URL: https://masoninteractive.com/2021/10/04/7-tips-for-effective-video-advertising/ - Categories: Creative and Brand, Marketing Strategy - Tags: Brand Awareness, Content Strategy, eCommerce, Mobile optimization, Product Promotion, Video Advertising, Video Marketing When it comes to marketing, video content reigns supreme. While there's always a place for text and images, humans are naturally drawn to moving pictures, which is why video marketing is so effective. When it comes to marketing, video content reigns supreme. While there's always a place for text and images, humans are naturally drawn to moving pictures, which is why video marketing is so effective. In fact, users retain 95% of a video's message, meaning that they're much more likely to pay attention.   But, while video marketing is helpful, not everyone knows how to create compelling content within this medium. Fortunately, we've compiled a list of seven tips to improve your video marketing strategy. Here's what you need to know.   1. Start Strong Did you know that the average person's attention span is only eight seconds? So, if you don't capture that attention within eight seconds, a user is more likely to skip your video and go onto the next one.   But, how can you make an impact in such a short time frame? The best option is to tell the viewer what the video is about and what they can expect from watching it. Don't worry about spoiling your content - being upfront and honest is much better than burying the lead. This way, the viewer can decide right away if they want to continue watching or not.   2. Keep it Short For the most part, viewers won't want to sit and watch a 10 or 15-minute video. That said, if your content is compelling enough to hold one's attention for that long, feel free to go the distance.   Overall, what matters is the type of... --- ### Our Partnership with St. Augustine College is Growing! - Published: 2021-10-01 - Modified: 2025-02-05 - URL: https://masoninteractive.com/2021/10/01/our-partnership-with-st-augustine-college-is-growing/ - Categories: Clients - Tags: Creative, Email Marketing, higher ed, SEO We’re happy to announce that our existing client St. Augustine College has extended the scope of work with us to include email marketing, SEO, and creative services. We’re happy to announce that our existing client St. Augustine College has extended the scope of work with us to include email marketing, SEO, and creative services. St. Augustine College initially joined forces with us for paid media services to promote their bilingual higher education programs. Now, our partnership is growing! St. Augustine College is an independent, bilingual higher education institution with a diverse student population and in-demand Associate and Bachelor’s degree programs. Their mission is “to make the American system of higher education accessible to a student population with emphasis on those of Hispanic descent; to strengthen ethnic identity; to reinforce cultural interaction; and to build a bridge to fill cultural, educational, and socio-economic gaps. ” Mason Interactive’s CEO, Brook Shephard, comments, “We’re happy to see our partnership with St. Augustine College grow. Our creative, SEO, and email specialists will transform St. Augustine’s website into a discovery and nurturing tool to attract leads and drive enrollments. We’re looking forward to a long-lasting relationship with St. Augustine College. ” Is your college looking for a performance marketing agency to boost campus awareness and drive leads? If you’re ready to begin, contact us for a free consultation.   To learn more about St. Augustine College, click here. --- ### Owning the Consumer: How to Transition From B2B to D2C - Published: 2021-09-27 - Modified: 2021-09-27 - URL: https://masoninteractive.com/2021/09/27/owning-the-consumer-how-to-transition-from-b2b-to-d2c/ - Categories: eCommerce, Marketing Strategy - Tags: D2C, eCommerce, Marketing Strategy Are you transitioning from B2B to D2C and joining the eCommerce revolution? Fitting the direct-to-consumer roadmap into your wholesale model seems like an impossible puzzle to solve. You have all the pieces, but putting them together to create a bigger, better picture takes a bit of problem-solving. Owning your consumer while balancing your B2B relationships is possible by refining your message, finding the right partners, and supporting retailers.   Speaking a New Language Expand your operations team to include customer service and small-order processing. Plan sales and marketing campaigns that reach your audience in their everyday lives. Make space for your customers as they discover, consider, purchase, and return for more.   Understanding your consumer journey helps you determine what message you need to convey and when. First, make consumers aware of your brand’s positioning in the marketplace. What problem are you trying to solve for them? How will they identify with you and become aware of your solutions?   Second, figure out where your buyers are likely to take action. What social media platforms do they use? How much information do they want before making a purchase, and how can you provide that information to them? Lastly, nurturing customer relationships is much different than business relationships. Be prepared to take extra efforts to make repeat business a healthy revenue stream.   It’s worth considering creating a sub-brand within your business, specifically for D2C. Find out which of your products and services make the most sense to market to consumers... --- ### SEO in Higher Education Marketing - 6 Tips for Colleges and Universities - Published: 2021-09-22 - Modified: 2021-09-22 - URL: https://masoninteractive.com/2021/09/22/seo-in-higher-education-6-tips-for-colleges-and-universities/ - Categories: Education Marketing, SEO SEO can yield an ongoing, free source of high-converting organic traffic for colleges and universities. We listed 6 tips to get back on track with SEO best practices and climb search rankings. When done right, SEO can yield an ongoing, free source of high-converting organic traffic for colleges and universities. More than half of prospective students begin their enrollment journey using search engines like Google. But while students rely on search engines to find top schools, many higher education marketers overlook the importance of SEO. We listed 6 tips to get back on track with SEO best practices and climb search rankings.   Why is SEO So Important for Colleges and Universities? Search engine ranking matters more than you may think. Statistics show that 28. 5% of searchers click the top result, while only 4. 8% make it to the second page of search results. The higher your college’s or university’s website ranks, the more prospective students will click on your website. But if you rank on page two and beyond, searchers may never find your institution. Let’s do some math: The keyword “culinary school” gets ~8,100 searches per month. Assuming 28. 5% of those clicks go to the first result, ranking for that term will give you ~2,308 clicks. Assuming a conversion rate of 10%, ranking for that term would give you an extra ~230 enquiries per month! Being that all those clicks are “free”, in the sense that you don’t need to pay for the clicks, organic traffic is a valuable lead generation channel. 5 SEO Tips for Colleges and Universities 1. Perform a thorough SEO audit Before you can build an effective SEO strategy, you need to understand which... --- ### Apple iOS 15 & the New Era of Email Marketing - Published: 2021-09-02 - Modified: 2021-09-02 - URL: https://masoninteractive.com/2021/09/02/apple-ios-15-the-new-era-of-email-marketing/ - Categories: Email Marketing Apple’s new Mail Privacy Protection doesn't need to complicate your email marketing efforts. Instead, shift focus to what matters most: your customers and their needs. Apple’s iOS 15 Mail Privacy Protection marks a new era for email marketing professionals. It’s a continuation of Apple’s efforts to offer iPhone owners more control over their privacy and data. It’s also a time to turn a new leaf towards customer-centric, hyper-personalized email marketing.   What's the impact on email marketing? iOS 15 security feature is good news for users who, after the update, will be able to: Turn off open trackingBlock their IP addressHide their email address For marketers, however, it’s a different story. The Mail Privacy Protection will prevent senders from using hidden pixels that gather valuable post-send data. Senders won’t be able to track KPIs like open rates, open times, or location, that are the main performance pillars of email marketing. Email marketing is not a thing in the past Fear not marketers! iOS 15 Mail Privacy Protection may sound like the end of email marketing, but every cloud has a silver lining. Yes, updates like this will eliminate marketers whose only goal is to send out mass emails to mass lists. But for others it’s an opportunity to shift focus on creating personalized customer experiences. How to think beyond open rates and continue running effective email campaigns? Let’s take a look at a few email marketing best practices. Create content that resonates with your audience You may be sick of hearing it by now, but personalization is kind of a big thing. It spans across every marketing channel, including email marketing. Generic emails don’t cut it anymore. Think of your... --- ### How to Use Social Media in Higher Education: 4 Useful Tips - Published: 2021-08-26 - Modified: 2021-08-26 - URL: https://masoninteractive.com/2021/08/26/how-to-use-social-media-in-higher-education-4-useful-tips/ - Categories: Education Marketing Reach new prospective students and meet your enrollment goals with these higher education social media tips. Be aware of your target audiences, be attentive to their needs, and be consistent with delivering content and engagement. If you are a higher education marketing professional looking to attract new prospective students, you had better be using social media. 58% of student applicants say they vet the schools they are applying to using social media, and experts project that figure will only continue to grow. According to Hootsuite, over 98% of higher education institutions use social media to reach students across campus. And while these are enrolled students, this figure sheds light on how essential social media is to the modern student experience. Students start engaging with social media well before they even start applying. Students are actually well-versed with social media across multiple channels, with research pointing to preferences for TikTok, Instagram, and Snapchat. Although, Twitter, Facebook, and even LinkedIn remain strong contenders for engagement as well. 91% of students think every college should have a social media presence. EAB Because you are dealing with such a savvy audience, you absolutely have to master social media best practices if you want to be successful in reaching them. Consider the following four social media tips as you build out your approach.   4 Useful Tips For Higher Education Social Media 1. Define your tone and voice You likely have more flexibility than you think with this, even within the brand guidelines that your institution requires. Think carefully about who you want to engage. Consider how you want to relate to them, and how you want them to relate to you.   The messaging you use as a result... --- ### New Client Alert - The GelBottle - Published: 2021-08-23 - Modified: 2021-08-23 - URL: https://masoninteractive.com/2021/08/23/new-client-alert-the-gelbottle/ - Categories: Clients Mason Interactive will manage SEO, Google, and Bing paid media advertising for The GelBottle US to drive website traffic, increase market share, and complement their awareness tactics. We’re waving a freshly manicured welcome at our new client, The GelBottle US, the brand responsible for the infamous builder-in-a-bottle (BIAB) who creates vegan and cruelty-free nail polish for salons and nail technicians around the globe. Celebrities like Kim Kardashian and Saweetie use The GelBottle because of its stunning selection of colors, excellent formulas, and beautiful finish. Mike Hollman, CEO of The GelBottle North and South America, envisions The GelBottle in every American continent. With new collections inspired by their artistic founder, Daisy Kalina, the gel nail polish company never fails to delight customers with a fun, fabulous fleet of colors multiple times a year. In addition to being a salon provider, The GelBottle is an educator to nail technicians through their TGB Academy, which provides online courses for proper gel nail application. Mason Interactive will manage SEO, Google, and Bing paid media advertising for The GelBottle US to drive website traffic, increase market share, and complement their awareness tactics. Mason Interactive CEO Brook Shepard shares, “We’re excited to have The GelBottle onboard with us. We’re ready to start our new partnership with such a great product and brand. ” Contact us for a free discovery call if you’re interested in using search engine marketing and optimization to get discovered online and drive website traffic. Learn more about The GelBottle US here. --- ### 2021 Holiday Guide: Creative Best Practices for Holiday Marketing - Published: 2021-08-18 - Modified: 2021-08-18 - URL: https://masoninteractive.com/2021/08/18/creative-best-practices-for-holiday-marketing/ - Categories: Creative and Brand, Marketing Strategy Outperform your competition this holiday season with these creative best practices for holiday marketing! Creative strategy, including tone of voice and visual assets, is an important element of a well-executed holiday marketing plan. Compelling, eye-catching, and scroll-stopping content is the best way to stand out from the sea of holiday promotions. Creative strategy, including brand identity, tone of voice, and visual assets, is a critical element of a well-executed holiday marketing plan.   Outperform your competition this holiday season with these creative best practices for holiday marketing! 1. Be inclusive of diverse groups While Christmas is a major holiday in the United States and beyond, remember that there are many other holidays to celebrate this time of year as well. In fact, the holiday season is full of varied celebrations for many groups of people around the globe. You can include these groups in your holiday creative strategy by keeping your messages general and neutral. Instead of wishing folks a “Merry Christmas,” a simple “Happy Holidays” works well. You can also focus your message on common values like peace, faith, family, giving, and community. When you approach your holiday creative strategy with inclusivity in mind, you remind your audience that your brand supports and celebrates human beings of all religions, geographic locations, sexual orientations, and backgrounds. https://youtu. be/UrRRRoMQbnQ ThirdLove's “Love is Love” commercial celebrates Pride Month 2020. 2. Speak to your customers on a human level In other words, be relatable. Up until recent years, most brands were guilty of speaking to their audiences as if they were a monolith (and very gullible). Commercials were canned and contrived. It was easy to look at the actors and actresses in them and wonder who the ads... --- ### Mason Interactive Continues to Grow: New Office, New Services - Published: 2021-08-11 - Modified: 2021-08-11 - URL: https://masoninteractive.com/2021/08/11/mason-interactive-continues-to-grow-new-office-new-services/ - Categories: News & Events Mason Interactive announces a new, second office opening and an expansion of the service portfolio. These additions empower our clients with enhanced, integrated digital marketing solutions, driving performance for brands across all industries. Mason Interactive announces a new, second office opening and an expansion of the service portfolio. These additions empower our clients with enhanced, integrated digital marketing solutions, driving performance for brands across all industries. The big day has finally come; we are pleased to announce the opening of Mason’s new office in Charlotte, North Carolina. Led by VP of Operations, Adrian Padron, the new location will operate side-by-side with the HQ location in New York City. “Charlotte was a sensible choice for Mason. The area is a hub for great talent, fast-growing businesses, and technology innovators,” says Adrian. ”We were fortunate to find a perfect office space in one of the most vibrant, up-and-coming areas of Charlotte. The new location will help us continue to expand the agency and grow our team, allowing us to further service our clients’ evolving business needs”, he explains.   New Services: Creative & Social Media Management Along with the office opening, in the last few months, we have been working vigorously to expand our service portfolio. We’re proud to launch two new services that compliment our dedication to deliver integrated, holistic marketing strategies: Creative; the creative team curates eye catching, thumb-stopping and beautifully designed ads that are aligned with the client’s brand. Creative is produced as part of a holistic strategy that’s tailored specifically for the client’s audience and their journey with the brand. Social Media; the social media team pairs ideas and content creation with strategy and audience insights to help brands grow faster,... --- ### 2021 Holiday Guide: 8 Holiday Marketing KPIs to Track - Published: 2021-08-04 - Modified: 2021-08-04 - URL: https://masoninteractive.com/2021/08/04/8-holiday-marketing-kpis-to-track-in-2021/ - Categories: Marketing Strategy Check out these holiday marketing KPIs. Ensure you've implement ways to track and measure success before tapping into the joy of the season. What KPIs determine the success of a holiday marketing campaign? The obvious answer is, "revenue ”. But, revenue is just one of the key metrics eCommerce brands should monitor during Black Friday, Cyber Monday, and the entire holiday season. Before you tap into the joy of the season, make sure you’re tracking these eight holiday marketing KPIs. The Modern Shopping Journey Can Start and End Anywhere First, let’s take a look at the journey your customers have with your brand. Typically, the journey is broken down into awareness, consideration, and purchase. To measure campaign success, marketers use KPIs that focus on those three stages. The modern shopping journey, however, involves multiple touch points, online and offline, with thousands of unique paths to purchase.  And so measurement becomes more complex. Limitless touchpoints connect the customer via multiple devices, all blazing ads in hundreds of formats. Investigate the common journeys customers take to complete a purchase, or abandon a shopping cart. Use the information to fine-tune your campaigns and allocate budget. The holiday season is an optimal time to gather valuable data because volumes are larger than normal. The 8 Best Holiday Marketing KPIs Return on InvestmentReturn on Advertising SpendClick-Through RateConversionsCost Per AcquisitionAverage Order ValueTrafficImpressions & Reach 1. ROI - Return on Investment Return on investment (ROI) is the single most important metric to track, year-round. By calculating ROI you’ll know how much revenue your marketing efforts have generated in comparison to the money spent. Aim for a marketing ROI that generates... --- ### How to Do Influencer Marketing Right with Facebook Branded Content - Published: 2021-07-27 - Modified: 2021-07-27 - URL: https://masoninteractive.com/2021/07/27/how-to-do-influencer-marketing-right-with-facebook-branded-content/ - Categories: Marketing Strategy Facebook branded content tools combine the art of creator voices with the science of targeting, ads and paid media, testing and measuring. Recently, Mason Interactive hosted a webinar in partnership with Facebook to explore branded content best practices. This virtual event was hosted by Karly Surman, Partner Manager at Facebook, and Shannon Gallaher, Director of Creative at Mason Interactive. We wanted to make sure you got the highlights of everything Karly and Shannon covered, so we put together a summary. What is Branded Content? Facebook connects users to brands and culture in new ways. Facebook's branded content tools combine the art of creator voices with the science of targeting, ads and paid media, testing and measuring. Karly summed up, “Branded content is really about creating content that can spark both an emotional response in a user but then also an engaging response. ” Branded content also provides value for the user. Across its family of apps and services, which include Facebook, Instagram, Messenger, and WhatsApp, Facebook connects 3. 2 billion people per month. Branded content is one of the many ways brands can connect with these people. Users can discover products and brands through the authentic voice of creators who they already like and trust. Benefits of Branded Content Branded content can translate to all sorts of products and industries. It works for different parts of the marketing funnel and divergent goals, whether a brand wants to increase brand awareness, increase traffic, drive leads and sales, and/or other goals. Karly says, “In terms of all the different types of advertising that we have available, branded content is really one of the richest... --- ### Marketing Tips for Emerging D2C Brands: Paid Media - Published: 2021-07-14 - Modified: 2021-07-14 - URL: https://masoninteractive.com/2021/07/14/marketing-tips-for-emerging-d2c-brands-paid-media/ - Categories: Marketing Strategy, Paid Media Our digital marketing experts share their best paid media tips for emerging D2C brands to drive online sales with Facebook, Instagram, Google, TikTok and other digital platforms. Facebook. Google. Instagram. TikTok. Roku. Netflix. The options are endless when it comes to digital advertising. Regardless of the products you sell, your audience is likely using at least one (if not all! ) of the digital platforms. Mason’s Director of Media, Adrian Padron, shares his paid media tips for emerging D2C brands. Define Your Superpower “When running advertising campaigns, you need to consider the entire ecosystem, not just the advertising aspect of it”, Adrian said, “Advertising is one piece of the puzzle amongst UX, content, PR, goal tracking/measurement, partnerships, CRO, creative, and targeting strategies. When all the pieces work well, your advertising campaigns will be more successful. “ Let’s dive deeper into the puzzle theory. It all begins with your brand and the story you want to tell to your audience. Think of your brand voice, value proposition, positioning. Ask yourself: What is your superpower? What differentiates you from others? Essentially, advertising takes that message and connects it back to the right audience, at the right time, with the right intent.   Once your advertising campaigns have done their magic and brought new potential customers to your website, we start looking at UX, email flow, customer service, and so on. Is your website optimized for a seamless shopping experience? Have you set an email series to re-engage cart abandonments? Is your customer service ready to answer customers' questions? All those pieces have to be figured out before your advertising can deliver desired results (= drive sales). Know Your Advertising... --- ### Mason Interactive Amplifies the Age of Holistic Digital Marketing in Happi Magazine - Published: 2021-07-13 - Modified: 2021-07-13 - URL: https://masoninteractive.com/2021/07/13/amplifying-the-age-of-holistic-digital-marketing-in-happi-magazine/ - Categories: News & Events Mason Interactive’s recent feature in Happi magazine discusses how brands can meet the expectations of today’s shoppers by reimagining the customer journey. The new “always-on shopping” mindset requires holistic marketing strategies that enable seamless experiences at every touchpoint. Holistic Digital Marketing Strategies for more (and, happier) Customers The article starts by clearing out the pathway where brands and modern consumers meet. Customer expectations are more demanding than ever. Technology and buying power accelerate sales for brands delivering consumer-savvy over product-savvy promotions. Remaining consumer-centric means using holistic marketing to create seamless experiences along the consumer journey.   In the article, we explain how an omnichannel approach helped Risewell, a natural oral care brand, increase sales by 5. 5X. The strategy included social and shopping ads to build awareness and acquire new customers in sequence with remarketing campaigns to increase order value and drive sales. Knowing which devices and channels provide the most reach means “getting to the heart of your customer” for a customer-centered marketing strategy. Using Mason Interactive’s approach helps brands meet customer expectations on the platforms that matter most to your brand. Equally important, analytic tools provide data and insights you need to create audience personas, which leads Happi readers to their next step: finding the media mix.   "To win the future, retailers must remove friction along the shopping journey, creating seamless customer experiences. " Mason Interactive offers a complimentary digital audit to Happi readers (but you can get one, too) to help them create a “happy” mix... --- ### 5 Important Questions to Ask When Hiring a Digital Marketing Agency - Published: 2021-07-08 - Modified: 2021-07-08 - URL: https://masoninteractive.com/2021/07/08/5-important-questions-to-ask-when-hiring-a-digital-marketing-agency/ - Categories: Clients, Marketing Strategy Ask these 5 important questions when hiring an agency and move forward with confidence in your future digital marketing partnership. What questions do you need to answer to find the right digital marketing agency for your business? After all, you’ll want to have an agency partner you can trust by your side to navigate the ever-expanding marketing landscape. Move forward with confidence in your future marketing partnership by asking these 5 important questions before hiring an agency.   1. Do you want a specialized or a full-service agency? A specialized agency provides services and solutions for one element of your marketing plan. For example, some agencies only offer SEO services. Other agencies offer creative services or web development services but don’t provide any paid media or optimization solutions. Mason Interactive is a full-service digital marketing agency; so, we provide everything for integrated marketing. To decide which is best for you, conduct an audit of your digital marketing plan and internal resources to find gaps.   If you have a larger group of marketers in-house, it might be easier to work with a specialized agency to fulfill an individual element of your marketing plan. But, if you have a small marketing team or no marketing team, a full-service agency typically provides bundled services and a streamlined workflow to make your marketing efforts easier.   Another thing to consider is where you are in your marketing process. Do you have a well-designed, high-functioning website? If not, it’s best to start with a web development agency before hiring an advertising or SEO agency whose primary goal will be to drive traffic to your... --- ### 5 Marketing Tactics to Boost Holiday Sales in 2021 - Published: 2021-07-06 - Modified: 2021-07-06 - URL: https://masoninteractive.com/2021/07/06/5-marketing-tactics-to-boost-holiday-sales-in-2021/ - Categories: Marketing Strategy It's time to start planning for a successful Holiday season. Implement these 5 marketing tactics to boost Holiday sales in 2021 and stand out from your competition. Business owners and marketers are shifting their focus to the biggest sales period of the year: the Holiday season . Each year, the landscape evolves, consumer behavior shifts, new platforms and channels become available when others become stale. We listed five marketing tactics retailers must know to boost Holiday sales in 2021. 2021 Holiday Landscape Before we dive into the Holiday marketing tactics, let’s look at today’s retail landscape. Holiday sales hit record high in 2020, but are we going to see another record-breaking period this year?   We asked the question from Adrian Padron, Director of Media at Mason Interactive. “The biggest benefit of the 2021 Holiday season is that people will be back with their families. How this will impact sales, is trickier to forecast. Perhaps you bought bigger presents for your family last year because COVID-19 restrictions kept you apart. This year, however, when together with your family, are you going to buy smaller, or even fewer, presents? ” Online shopping grew 32. 3% over the 2020 holidays. Now that the restrictions are slowly being lifted, brands invite shoppers back to stores. Adrian is doubtful of shoppers’ desire for in-store experiences. “ is still somewhat inconvenient to shop in-store because we’re so used to the ease of online shopping", he says. “I believe the 2021 Holiday season is going to be a continuation of online shopping complemented by curbside pickups and free shipping, with an option to shop in-store. If you have a store, let your customers... --- ### New Client Alert - Michael Vincent Academy - Published: 2021-06-30 - Modified: 2021-06-30 - URL: https://masoninteractive.com/2021/06/30/new-client-alert-michael-vincent-academy/ - Categories: Clients, Education Marketing Our newest client, Michael Vincent Academy, the #1 accredited beauty school in LA, fits effortlessly into Mason’s roster sitting between beauty, fashion, and higher education. We’re feeling pretty about our newest client, Michael Vincent Academy, the #1 accredited beauty school in Los Angeles, CA. Michael Vincent Academy fits effortlessly into Mason’s roster sitting between beauty, fashion, and higher education. Tal Hajek and Michael Vincent, Founders and CEOs of #TeamMVA, have dominated the makeup and hair artistry industry for 15+ years. Together, they built Michael Vincent Academy with a mission to “prepare dedicated students for successful careers in the beauty industry and beyond by providing them with exceptional training both online and in-person. ” Their fleet of affiliates and students makes Michael Vincent Academy the #1 place for beauty professionals to work with celebrities and pro models. Mason Interactive will manage Google, and Facebook paid media advertising for Michael Vincent Academy to drive leads and sales for the online makeup courses. Brook Shepard, CEO of Mason Interactive, remarks, “Michael Vincent Academy is a unique partnership for our team, and we’re excited to combine our experience in beauty and education verticals with our expertise in digital advertising to help them reach their goals. ” If you’re interested in driving leads and sales for your online academy, contact us for a free discovery call.  Learn more about Michael Vincent Academy here. --- ### Marketing Tips for Emerging D2C Brands: Email & SMS - Published: 2021-06-29 - Modified: 2021-06-29 - URL: https://masoninteractive.com/2021/06/29/marketing-tips-for-emerging-d2c-brands-email-sms/ - Categories: eCommerce, Marketing Strategy Leveraging the power duo of email and SMS marketing, emerging D2C brands have the potential to double the sales figures in a cost-effective way. Email marketing is without a doubt the most effective marketing channel for emerging D2C brands. Now, email has a new sidekick: SMS marketing. By pairing email with SMS, eCommerce marketers have the potential to double the sales figures. We asked Mason’s Director of Email, Brian Poole, to share his insights and SMS marketing tips for emerging D2C brands. Email + SMS = The Power Duo in D2C Marketing Is SMS already part of your D2C marketing strategy? It should. “It’s 2021, every eCommerce brand must use SMS marketing to stay relevant. It’s not a matter of whether you should do it - you definitely should - but how to do it”, Brian said, “You’ll be able to leverage SMS more than you think. My advice for emerging brands is to start collecting SMS early. Pop ups and landing pages are good ways to collect mobile numbers. Or, collect them at the checkout. ” SMS marketing is an extension of email marketing efforts, and it works best when aligned with your email strategy. Essentially, SMS is very similar to email in terms of tracking, segmentation, and scheduling campaigns. There is one significant difference, however. Volume. How many promotional emails do you get to your inbox every day? 10, 50, even more? Would you like to receive the same daily number of text messages directly to your phone? Probably not. Brian recommends sending no more than two text messages per month. Sending messages too frequently, you’ll run a risk of bothering people.... --- ### Marketing Tips for Emerging D2C Brands: SEO - Published: 2021-06-17 - Modified: 2021-06-17 - URL: https://masoninteractive.com/2021/06/17/marketing-tips-for-emerging-d2c-brands-seo/ - Categories: eCommerce, SEO Search engines generate a big chunk of eCommerce sales. We listed the top SEO tips for emerging D2C brands who want to increase online sales. Search engine optimization is a critical tactic for a D2C brand. Search engines originate a big chunk of online sales. You may ask, how big? 65% of all eCommerce sessions are generated through search traffic and 33% through organic search. Mason’s Director of SEO, Jenna Vaccaro, shares her search engine optimization tips for emerging D2C brands. First, let’s drill down to the meaning of SEO, what is it and how does it work? “Simply put, search engine optimization is the process of driving more organic traffic to your website from search engines. Skillful SEO professionals focus on both, the quantity and quality of that traffic”, Jenna explains, “It’s a healthy mix of delivering content that potential customers are looking for now, ensuring the site is free of critical technical errors (hello page speed! ), and implementing ongoing offsite strategies (including local SEO for eCommerce with physical locations). All the elements must work together in order to improve the most valuable KPIs. More traffic doesn’t always equal more sales. ” Step #1: Begin with Keyword Research Any successful SEO journey starts with in-depth keyword research. Think of what your customers type into Google to find your product, or any kind of product in the same space. If you’re in a highly saturated direct-to-consumer market, it’s crucial to think of the entire competitive landscape. Thoughtful curation of content, from a user and from a search engine stand point, is the key. This applies across the website from the ‘About Us’ page to... --- ### How to Create a Modern Shopping Journey with Facebook Discovery Commerce - Published: 2021-06-16 - Modified: 2021-06-16 - URL: https://masoninteractive.com/2021/06/16/create-a-modern-shopping-journey-with-facebook-discovery-commerce/ - Categories: eCommerce, Paid Media Mason Interactive recently partnered with Facebook to host a webinar on Facebook Discovery Commerce. The goal of the webinar was to teach attendees how to create a seamless shopping experience from discovery through purchase. The event was hosted by Karly Surman, Agency Partner Manager at Facebook, and Mira Valjakka, Director of Growth & Marketing at Mason Interactive.   Karly and Mira get down to the recent changes in the modern shopping journey and discuss how Facebook Discovery Commerce helps businesses engage with the new mindset of consumers. Continue reading for highlights and to get a better understanding of the four elements of Facebook Discovery Commerce: Personalize - Set your business up for maximum valueInspire - Embrace and master the dynamic surfaces where your creative shows upConvert and retain - Optimize the paths you create to serve people and your objectivesLearn and optimize - Leverage tools to learn, sharpen and evolve your practices Why Facebook Discovery Commerce The shopping experience has changed in a fundamental way. The past model of shopping was intent-based; shoppers took action and made plans to make their purchases. The new model of shopping is serendipitous and integrated into the shopper's daily life online. This has never been more apparent than it's become in the last year. In 2020, eCommerce grew by 30% and 57% of adults said they would spend more money online than in brick and mortar stores.   This change to the way customers view shopping means that the customer's journey no longer starts... --- ### New Client Alert - Oars and Alps - Published: 2021-06-10 - Modified: 2021-06-10 - URL: https://masoninteractive.com/2021/06/10/new-client-alert-oars-and-alps/ - Categories: Clients Oars and Alps, men’s natural skincare brand, selects Mason Interactive as their strategic partner to grow awareness and reach through a long-term digital marketing strategy. We’re thrilled to announce that Mason Interactive has won an RFP from Oars+Alps to deliver a paid media strategy for the Chicago-based men’s natural skincare brand. Oars + Alps was founded in 2016 by two women who were tired of their husbands stealing their everyday skin and eye creams. Together, they developed an easy-to-use skincare regimen rooted in natural ingredients. Acquired by S. C. Johnson in 2019, the brand has taken significant strides to growth - from partnerships with NFL wide receiver DeAndre Hopkins, to podcast placements on Barstool Sports. Following a thorough RFP process, Oars and Alps selected Mason Interactive as their new paid media partner. The partnership will focus on growing awareness and reach through a long-term digital marketing strategy that will support eCommerce sales. The Mason paid media strategy team will be responsible for increasing YoY revenue, and working with the Oars+Alps team on new channel opportunities, with an emphasis on new customer acquisition, loyalty and retention. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. Learn more about Oars + Alps and build your own custom kit, or check out DeAndre Hopkins’ Top Picks, here. --- ### 7 Effective B2B Marketing Strategies - Published: 2021-06-08 - Modified: 2021-06-08 - URL: https://masoninteractive.com/2021/06/08/7-effective-b2b-marketing-strategies/ - Categories: B2B Marketing Discover seven highly effective B2B marketing strategies that help you strengthen your sales pipeline. Combine content, email marketing, SEO, and more! Through effective B2B marketing strategies, you can let companies know about how your products and services can support their business success. The process allows you to create a reciprocal relationship that helps promote the mutual growth of your operations. Unlike business to consumer (B2C) marketing, business to business (B2B) strategies demand a straightforward approach that focuses on the bottom line. Your products and services must serve as winning solutions to each company’s pain points or they’ll go with something that offers a better return on investment. To make your B2B marketing campaigns stand out, you must have the right strategy in place from the start. Wondering how to get that done? Here’s seven effective B2B marketing strategies and tips to help you get started. #1 Know What You Want to Achieve and Track In order to create effective B2B marketing campaigns, you need to know what you want to achieve. Think long and hard about where your business needs the most help by answering these questions: Which products or services do you want to focus on most? Are you working on any new offerings that’ll roll out soon? Do you want to market to a particular niche or expand your focus? Which companies would you like to see buying your products and services? Would you like to increase website traffic, phone calls, sales, or something else? As you answer each question, you can zero in on your target audience and figure out what kinds of campaigns will work best. The... --- ### Marketing Tips for Emerging D2C Brands: Creative Strategy - Published: 2021-06-03 - Modified: 2021-06-03 - URL: https://masoninteractive.com/2021/06/03/marketing-tips-for-emerging-d2c-brands-creative-strategy/ - Categories: Creative and Brand Mason’s Director of Creative, Shannon Gallaher, speaks about brand identity, customer journey, and the hottest trends in creative this Summer. Are you looking to take your D2C marketing to the next level of awesome? We asked Mason’s Director of Creative, Shannon Gallaher to share her best tips for emerging direct-to-consumer brands. She spoke about the importance of brand identity and meeting your customers where they are with your brand. TIPS FOR SEARCH ENGINE OPTIMIZATION #1 Tip for Emerging Brands: Develop Brand Identity “It’s so important to build a strong brand identity early on, and stick to it. Be strict about it. There’s a common misconception that branding and creative is only about designing ‘pretty’ graphics and a professional logo. In reality, there’s a much deeper strategy behind it all, Shannon says, “Your brand identity goes beyond your color palette and font families— consider your tone of voice; the way you speak to your audience, your values as a company and what you stand for, the look and feel of your product and lifestyle photography, and really get to know your audience personas. ”  When you build the identity for your D2C brand, ask yourself questions like: What words describe the look and feel of my brand? What important social issues does my brand confront? Is my creative inclusive? What type of content speaks to my audiences?   How do you create a recognizable direct-to-consumer brand identity? “There’s an ongoing list of building blocks that make up a strong brand, but you can start with the visuals. Once you have a professionally designed logo, chances are you’ve chosen a color or... --- ### June 2021 Google Algorithm Update: Core Web Vitals - Published: 2021-06-02 - Modified: 2021-06-02 - URL: https://masoninteractive.com/2021/06/02/june-2021-google-algorithm-update-core-web-vitals/ - Categories: Google, SEO For a few months now, Google has had the Core Web Vitals algorithm update looming over us. What are core web vitals, you ask? What Does this Google Algo Update Mean? For a few months now, Google has had the Core Web Vitals algorithm update looming over us. Originally set to launch in May, now pushed back to mid-June, this update is going to change the Google ranking algorithm to factor in a website’s core web vitals. What are core web vitals, you ask? These are metrics defined by Google that identify on-page experience for users.   Photo: Developers. Google. com The three aspects of core web vitals are load time (LCP), interactivity (FID), and visual stability (CLS). Core web vitals are broken down into Mobile and Desktop experience so rankings for both desktop and mobile could be affected.   Who Does The Update Affect? The best way to think of the core web vitals on your site is to ask yourself: is my website loading slowly? If you answered yes, then the update could affect your site. That is not to say that all of the other ranking factors are no longer valuable in the Google Algorithm. If your site has amazing content, high-quality backlinks, but loads slowly then it’s likely that you won’t see drastic drops in rankings overnight. Core web vitals is just going to be yet another factor in the cog that is the Google Algorithm. Google stated:  “A good page experience doesn't override having great, relevant content. However, in cases where there are multiple pages that have similar content, page experience becomes much more important for visibility in Search.... --- ### 5 Best Practices for Creative Assets in Digital Marketing - Published: 2021-05-26 - Modified: 2021-05-26 - URL: https://masoninteractive.com/2021/05/26/5-best-practices-for-creative-assets-in-digital-marketing/ - Categories: Creative and Brand Thoughtful creative assets help you sustain a cohesive message across all digital marketing channels. Use creative best practices to create scroll-stopping assets for your social media, email, or branding objectives. Creative assets set the tone for your customers’ journey with your brand. The purpose of your creative strategy is to sustain a cohesive message across all digital marketing channels that supports your relationship with your target audience.   Use the following creative best practices and tips to create scroll-stopping assets for your social media, email, or branding objectives.   1 | Use consistent colors and fonts, but not too many Of course, you want to use some color. But, using a consistent color palette is key to a successful brand identity. According to Mason’s Director of Creative, Shannon Gallaher, general practice is there should be two dominant colors and no more than four accent colors.   When it comes to fonts, have 1-2 fonts, one sans serif, and one serif. Many brands also use a decorative or script font, which is great, but decorative fonts should be used sparingly, 1-3 words at a time, generally. If you have a strong brand identity already, it’s okay to experiment with color combinations if you use the same fonts and vice versa. But this should be for testing purposes only. The common question is, “What colors work best for my brand? ” And, it’s a great question to ask! Colors send messages to consumers in the exact way words do.   Color psychology works. So, choose a color scheme that: a) relates to your industry and b) resonates with your consumers. If you want your brand to seem fun and relatable, try colors... --- ### New Client Alert - St. Augustine College - Published: 2021-05-20 - Modified: 2025-02-05 - URL: https://masoninteractive.com/2021/05/20/new-client-alert-st-augustine-college/ - Categories: Clients We’re joining forces with St. Augustine College, our newest education client, and we couldn’t be more thrilled! We’re joining forces with St. Augustine College, our newest education client, and we couldn’t be more thrilled!   St. Augustine College is an independent, bilingual higher education institution with a diverse student population and in-demand Associate and Bachelor degree programs. Their mission is “to make the American system of higher education accessible to a student population with emphasis on those of Hispanic descent; to strengthen ethnic identity; to reinforce cultural interaction; and to build a bridge to fill cultural, educational, and socio-economic gaps. ” Our team of enrollment marketing specialists will manage paid media for St. Augustine College to help them promote their excellent programs and reach prospective students. Brook Llewellyn Shepard, CEO of Mason Interactive, expresses his sincere gratitude for the opportunity to help St. Augustine College reach new heights. He states, “St. Augustine College pursues the best of their students, their culture, and their programs. We’re excited to use our multicultural and bilingual resources to help them succeed. ” Is your college looking for a performance marketing agency to boost campus awareness and drive leads? If you’re ready to begin, contact us for a free digital marketing consultation.   To learn more about St. Augustine College, click here. --- ### Agency vs. In-House Marketing Team: 8 Reasons Why You Should Hire an Agency - Published: 2021-05-13 - Modified: 2021-05-13 - URL: https://masoninteractive.com/2021/05/13/agency-vs-in-house-marketing-team-8-reasons-why-you-should-hire-an-agency-2/ - Categories: Marketing Strategy Should you outsource or keep your marketing in-house? Partnering with an agency comes with benefits such as low cost, better ROI, access to the latest technology, wide skillset, and more! Businesses and organizations looking to scale their marketing are faced with a question: should I hire an in-house marketing team or work with an agency? Both options have their pros and cons, and while marketing in-house may give you more control, the expertise of an agency is invaluable. Given the fast evolving landscape, personnel costs, technology savings, and the specialized nature of the labor, we listed 8 key benefits of partnering with a marketing agency. #1 You Pay Less One of the biggest misconceptions is that hiring an agency is expensive. In fact, working with an agency usually costs you less than having an in-house team. You save on recruiter fees, you save on training, you save on software, and you save on salary costs. And you have more flexibility to scale the agency’s involvement up or down, according to your needs. For example, you may have a specific marketing project in mind, but you are not sure if you need a full-time marketing team on an ongoing basis. Hiring an agency to work on the individual project involves a one-time cost so you end up paying only for what you need. #2 A Wider Range of Skills  A digital marketing plan needs a multitude of skill sets. Budgeting, copywriting, social media, creative, Google, Facebook, video ads, emerging platforms, and the list goes on. Managing these pieces are all unique skills. Building a team packed with all this talent can take months from posting a job and conducting interviews until... --- ### New Client Alert - Adit - Published: 2021-05-11 - Modified: 2021-05-11 - URL: https://masoninteractive.com/2021/05/11/new-client-alert-adit/ - Categories: Clients New client alert! Adit, a virtual buying team for helping retailers and indie beauty brands find their perfect match. Our newest addition to the Mason family is Adit, a virtual buying team for helping retailers and indie beauty brands find their perfect match.   Consider Adit as the missing link between up-and-coming beauty brands and retailers seeking a fresh assortment for their beauty categories. A subsidiary of Indie Beauty Media Group, it’s a solution for beauty brands looking to get in front of their ideal retailers. With participating retailers, such as WholeFoods and Ulta Beauty, beauty brands join forces with Adit for retail opportunities, insights, and clarity.   Leveraging B2B marketing best practices, Mason’s team will manage Adit’s SEO and Paid Media remarketing campaigns to drive leads and increase their selection of beauty brands.   As our relationship with Adit begins, Mason Interactive CEO Brook Shepard states, “Adit is an excellent solution for emerging indie beauty brands, and we’re happy to help them make more matches between brands and retailers! We’re committed to become an extension of their team and help Adit build a robust B2B digital marketing strategy. ” If your B2B business is looking for help with lead generation, contact Mason Interactive today for a discovery consultation. --- ### Apple iOS 14.5 Privacy Policy is Here. Now What? - Published: 2021-05-05 - Modified: 2021-05-05 - URL: https://masoninteractive.com/2021/05/05/apple-ios14-5-privacy-policy-is-here-now-what/ - Categories: Marketing Strategy Apple iOS 14.5 rolled out on April 26th. How has it impacted advertisers this far? What can you do to continue running effective marketing campaigns? Apple iOS 14. 5 rolled out on April 26th, after advertisers and agencies prepared their accounts for the change. Now, just over a week since the rollout, we asked Mason Interactive’s Director of Media, Adrian Padron, to share an update with our readers.   Working across industries, I have a front-line position to the true impact of iOS 14. 5. Below, I share my opinions on what has happened in the advertising industry since the rollout. Skip to the end for my recommendations on what to do now.   Back to Basics - What is iOS14. 5? Privacy, privacy, privacy. Apple’s new software empowers users to control their data, allowing them to choose what third-party tracking they will or will not tolerate, and forcing apps to request those permissions. This gives users more knowledge of what apps are doing, helps protect users from abuse, and allows them to make the best decisions for themselves. So what does that mean for advertisers? It’s looking like we need to embrace the core of what made digital advertising work some 10 years ago. Intent and frequency.   Facebook’s Position - What About Small Businesses? We’ve helped grow countless brands on Facebook via hyper-targeted campaigns. Small businesses everywhere are eternally grateful for the growth they’ve experienced from advertising on Facebook. That’s why Facebook sees Apple’s new policy as an attack on small businesses. I won’t get into PII , and how we’re tracked and how if an app or product is free then you... --- ### New Client Alert – The Spare Food Co. - Published: 2021-05-04 - Modified: 2021-05-04 - URL: https://masoninteractive.com/2021/05/04/new-client-alert-the-spare-food-co/ - Categories: Clients We are thrilled to announce that we recently added revolutionary, sustainable food company, The Spare Food co., to our growing portfolio of food and beverage brands. We are thrilled to announce that we recently added revolutionary, sustainable food company, The Spare Food co. , to our growing portfolio of food and beverage brands. Co-founders Adam and Jeremy Kaye grew up in a family of culinary entrepreneurs--a legacy that goes back at least four generations. The Spare Food Co. was born from their unique combination of life experience—a genetic love of good food, a deep social consciousness born of their youth in South Africa, a shared passion for travel and global culture, and a recognition that each of us has the power to make a difference in the world through the food choices we make every day. The new partnership will focus on building a long-term digital marketing strategy that will support retail stockists on the East Coast, increase brand awareness and eCommerce sales. The Mason cross-channel strategy teams will be responsible for managing paid media and email marketing channels, across The Spare Food Co. ’s line of products, with an emphasis on loyalty and retention.   Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. You can read about The Spare Food Co. ’s mission and philosophy on “more ways to use more”, here. You can also find a stockist near you, here. --- ### Unlock New Audiences and Drive Growth with Alternative Creative Routes - Published: 2021-05-03 - Modified: 2021-05-03 - URL: https://masoninteractive.com/2021/05/03/unlock-new-audiences-and-drive-growth-with-alternative-creative-routes/ - Categories: Creative and Brand What is Facebook’s “Create for Growth” framework? Drive growth and reach new audiences through motivation-led creative, testing, and using broader audiences. As the market continues to change and bring new challenges to advertisers trying to reach new customers, creative becomes a crucial part of the customer journey. During our latest webinar with Facebook, Karly Surman, Facebook Partner Manager, and Shannon Gallaher, Mason Interactive Creative Director, revealed how to unlock new audiences with alternative creative routes.   According to our live webinar poll, 57% of advertisers who attended the webinar rely on in-house resources for their creative assets. If you want to explore new creative routes, you don’t have to reinvent the color wheel completely. Facebook’s proven “Create for Growth” framework helps you rethink your approach to creative through testing and using broader audiences.   Why creative is more critical today than ever before You have complete control over your creative assets. As Karly explains in the webinar, no one can change or take away your images, videos, or animations. With the new iOS 14. 5 impacting targeting and tracking capabilities across social platforms and browsers, you invest in creative enhancements for a more significant impact that does more than just make things look better. Creative can perform to drive conversions.   “56% of a brand’s sales lift from digital advertising can be attributed to high-quality creative. ” - Facebook Using creative as a tool to drive conversions helps businesses who’ve exhausted their reach to their usual high-intent audiences and need to unlock new opportunities. The typical formula for direct response adverts is product + price + CTA. The goal is to... --- ### New Client Alert - Joy Creative Shop - Published: 2021-04-25 - Modified: 2021-04-25 - URL: https://masoninteractive.com/2021/04/25/new-client-alert-joy-creative-shop/ - Categories: Clients Mason Interactive will manage paid media and email marketing for Joy Creative Shop to delight their new and existing customers. We’re happy to announce that our newest client and partner is Joy Creative Shop, a high-end personalized stationery shop with artisan paper goods. Joy Creative Shop, owned and operated by Steph Weibrig, is the ultimate shop for list-lovers, gratitude expressions, and keepsake-worthy gift sets. In addition to stationary, Joy Creative Shop creates beautiful notepads, greeting cards, wedding invitations, and gift wrap.   Their artwork uses pops of color, excellent orientation, clean lines, and fun fonts to elevate gifting, greetings, and giving for their customers. If you’re a teacher, newly engaged, or a supportive parent looking for quality stationery, Joy Creative Shop is your new favorite store. Our team will manage paid media and email marketing for Joy Creative Shop to delight their new and existing customers by introducing new products and building lifetime value. Brook Llewyen Shepard, Mason Interactive Founder/CEO, notes that “Joy Creative Shop has a real superpower - superb product, outstanding creative, and the ability to spread joy! We’re happy to have them on the Mason team. ” Are you ready to launch new product lines to the market? How can we help you build customer relationships with email marketing? Contact us today for a free consultation! To learn more about Joy Creative Shop, click here.   --- ### Attract High-Quality Leads With Google Offline Conversion Tracking - Published: 2021-04-22 - Modified: 2021-04-22 - URL: https://masoninteractive.com/2021/04/22/attract-high-quality-leads-with-google-offline-conversion-tracking/ - Categories: Education Marketing How to combine data from online and offline sources? Google Offline Conversion Tracking helps merge the two for a unified student enrollment journey. A student enrollment journey is a combination of online and offline touch points. Yet, many higher education marketers track only online marketing activities and therefore miss important information about the quality and value of the leads. To tackle this common issue, we hosted a webinar together with Google to discuss smarter data integration tactics. Webinar hosts Stephanie Chan, Agency Development Manager at Google, and Adrian Padron, Director of Media at Mason Interactive, explored Google’s Offline Conversion Tracking as an advanced solution for education marketing professionals who want to increase efficiency and profitability. Continue reading for the webinar highlights and more information about Offline Conversion Tracking. 2021 Higher Education Trends Student enrollment journey is expanding  The changes inflicted by the 2020 pandemic influenced institutional consolidations, budget freezes, and an increase in demand for online education. Effectively, the environment is moving quickly and ferociously towards new and diverse student enrollment journeys.   “While other crises reshaped the future, Covid-19 is just making the future happen faster... ” Scott Gallaway, NYU Professor Now that budget freezes are warming back up, colleges and universities use integrated marketing strategies to drive more, and higher quality leads to their admissions teams. Today, prospective students may enter the lead flow after searching for a specific degree program on Google, seeing an ad while streaming a video, or word-of-mouth referrals.   The demand for online education continues to grow Online education degrees and programs experienced an almost overnight growth spurt in 2020. Stephanie shared results from Google’s recent... --- ### New Client Alert - Emilie Heathe - Published: 2021-04-16 - Modified: 2021-04-16 - URL: https://masoninteractive.com/2021/04/16/new-client-alert-emilie-heathe/ - Categories: Clients The focus of this exciting D2C partnership is to build a long-term digital marketing strategy that will drive brand awareness and increased eCommerce sales. We are excited to announce that we recently started working with clean beauty, lifestyle brand Emilie Heathe. #WHEREBEAUTYMEETSART Founder Emily H. Rudman worked as a makeup artist and hair stylist alongside the likes of MAC, AVON, and Bobbi Brown before launching her own brand. “What I found on shelves were either products that worked well but were made with subpar ingredients, or “clean” products that didn’t perform or last. ” As an advocate for Asian American business owners, the Asian community, and a powerful voice for change in support of the #StopAsianHate movement, Emily celebrates her Korean roots by paying homage to the ingredients that are grounded in heritage. The focus of this exciting D2C partnership is to build a long-term digital marketing strategy that will drive brand awareness and increased eCommerce sales. Mason’s Paid Media team will be responsible for managing a full-funnel digital strategy across Emilie Heathe’s growing line of products, emphasizing creative and performance insights. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey.   Fun Fact: Emilie Heathe nail artist products contain bamboo, with its anti-inflammatory, strengthening, and soothing properties, Rice, rich in antioxidants, minerals, and B and E vitamins, and Sea Buckthorn, known as the “holy fruit of the Himalayas” and used for generations in Asia for everything from medicine to skin protectant. Learn more, here.   Learn more about Emilie Heathe. --- ### 5 Things to Know About YouTube Advertising for Higher Education - Published: 2021-04-09 - Modified: 2021-04-09 - URL: https://masoninteractive.com/2021/04/09/5-things-to-know-about-youtube-advertising-for-higher-education/ - Categories: Education Marketing In this article we listed the top five tactics higher ed marketers must know when advertising their college or university programs on YouTube. These are the steps you need for campaigns voted as “most likely to succeed” in their class. YouTube advertising is a powerful channel for an A+ integrated higher education marketing strategy. 2 in 3 prospective college students use YouTube to learn skills, discover new things, and find relevant information. In this article we listed the top five tactics higher ed marketers must know when advertising their college or university programs on YouTube. These are the steps you need for campaigns voted as “most likely to succeed” in their class.   5 Must-Know YouTube Ads Tactics to Reach Prospective Students 1. Use YouTube SEO and paid YouTube advertising  What can you do to drive organic traffic to your YouTube channel, where you host your campus’s video content? Many colleges have a YouTube channel with valuable content for students about their campuses, courses, and culture. Since 3 in 4 prospective students go to YouTube while evaluating schools, you’ll need to use organic tactics to help them find your YouTube channel. Implement these best practices to improve your YouTube SEO: Do keyword research on GoogleLook at other relevant videos similar to yoursOptimize your titles, descriptions, tags, and thumbnailsOptimize your video transcripts  Above steps will help you build a strong foundation for YouTube SEO. If you are unsure how to conduct a thorough keyword research or activate optimization techniques, book a free consultation with us. Our strategy team can help you get on the right path.   2. Use emotional appeals for video ads but share informative channel content When creating your video ads, focus on generating an emotional response from... --- ### New Client Alert - OTIS Dental - Published: 2021-04-06 - Modified: 2021-04-06 - URL: https://masoninteractive.com/2021/04/06/new-client-alert-otis-dental/ - Categories: Clients We are thrilled to announce a new partnership with OTIS Dental, an emerging brand in the dental and oral care space. We are thrilled to announce a new partnership with OTIS Dental, an emerging brand in the dental and oral care space.   Backed by 10 years of experience in the dental industry, OTIS is on a mission to make dental care convenient, affordable, and eco-friendly. Thanks to their at-home Impression Kits, you can skip the office visits and get dentist-quality oral care products at a fraction of the cost. Founder and CEO, Andrew Lee, (RDH MBA) worked as a registered dental hygienist before shifting his focus to OTIS, where his passion for advocating for the value of quality patient care and dental products launched a new milestone in his career. The focus of this exciting direct-to-consumer partnership is to build a long-term digital marketing strategy that will drive brand awareness and increased eCommerce sales. Mason’s cross-channel strategy teams will be responsible for managing Paid Media and Email channels, across OTIS Dental’s line of products, with an emphasis on loyalty and subscription.   Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. Fun fact: With OTIS you pay 70% less than what you'd pay at the dentist for the same quality dental products. OTIS ships custom night guards and whitening products directly to you, so you never have to visit your dentist to get one. Learn more about OTIS Dental, here. --- ### What Marketers Need to Know About OTT Advertising - Published: 2021-04-01 - Modified: 2021-04-01 - URL: https://masoninteractive.com/2021/04/01/what-is-ott-advertising/ - Categories: Paid Media Get your ads seen on TV screens with OTT advertising. Manage full-funnel, cross-device campaigns and use smart consumer insights for better targeting. Over-The-Top (OTT) advertising is the new buzz word in the marketing industry. In the past year, we've seen a significant shift from Linear TV to Streaming TV. With 80% of U. S. households already subscribed to a streaming service, cord cutting hits record in 2020. Increased popularity of Streaming TV sets the stage for OTT advertising. OTT, backed with smart targeting and measurement capabilities, is the most effective channel to reach large audiences on big screens. Mason Interactive partnered with America’s #1 TV streaming platform, Roku, to host a webinar on Streaming TV and OTT advertising. Webinar hosts Chris LaHaise, Roku, and Adrian Padron, Mason Interactive, shared OTT advertising tips, tactics and best practices.   Watch the OTT advertising webinar replay here, or continue reading for webinar highlights. You'll learn what OTT advertising really means, and how you can use Roku to build full-funnel, cross-device advertising campaigns. What is OTT? So, what exactly is OTT and why has it become so popular? OTT stands for “over the top” which is video content served to viewers from the internet instead of through cable, or broadcast - on any device. Examples of such platforms are Netflix, Prime Video, and Hulu. Also, you may have heard the term “Streaming TV” which refers to smart TVs, like Roku, Fire TV, or gaming devices like Playstation, that are connected to a television and have internet connection.   Today’s consumer wants more control over what they watch and when they watch it, and as a result,... --- ### New Client Alert - MICROBE-LIFT - Published: 2021-03-26 - Modified: 2021-03-26 - URL: https://masoninteractive.com/2021/03/26/new-client-alert-microbe-lift/ - Categories: Clients Mason's team will manage Amazon advertising and creative design for MICROBE-LIFT to increase sales and build brand awareness for their Amazon products. We’re ecstatic about our most recent client, MICROBE-LIFT, a collection of home, garden, and pet products for odor, septic treatment, and aquariums. Ecological Laboratories manufactures MICROBE-LIFT. Their biotechnology techniques produce natural, pet-friendly, and Earth-friendly microbial solutions for individual consumers. Their philosophy centers on creating clean, safe, and effective products that make the world a cleaner, safer place.   Ecological Laboratories is family owned and operated since 1976. So, their consumers turn to them to eliminate harmful pollutants and smelly odors in and outside their homes. They are expanding their brand, constantly adding and improving their products. Our team will manage Amazon paid media and creative design for MICROBE-LIFT to increase sales and build brand awareness for their best-selling Amazon products. Brook Llewelyn Shepard, Mason Interactive Founder and CEO, says, “MICROBE-LIFT is an exciting brand to work with because of their commitment to being environmentally-friendly. Mason Interactive gives their full support in helping them reach families and refresh homes! ” Are you ready to start or improve your Amazon Advertising campaigns, optimize your listings for conversions, and create a custom Amazon Storefront? We invite you to contact us for a free consultation with our team. To learn more about MICROBE-LIFT, click here. --- ### The Best Amazon Advertising Guide for Growing Brands [2021] - Published: 2021-03-24 - Modified: 2021-03-24 - URL: https://masoninteractive.com/2021/03/24/the-best-amazon-advertising-guide-for-growing-brands-2021/ - Categories: Marketing Strategy This step-by-step guide dives into Amazon seller and Amazon advertising best practices, the different types of ads and how they work. Amazon is the fastest-growing retail media advertising platform in 2021. Currently, 67% of retailers using Amazon plan to increase ad spend, and Amazon’s digital market share is growing faster than Facebook and Google (eMarketer).   The 2020 eCommerce boom, driven by the pandemic and remote living, changed our thoughts of Amazon shopping. Because of lifestyle demands, notable brands make it a priority to be where their customers want them to be online. For many individual and manufacturer brands, Amazon is the most straightforward retail partner for online sales.   In this guide we’ll deep dive into Amazon seller and advertising best practices, the different types of ads and how they work. Amazon Seller Central and Amazon Advertising  Introducing Amazon Seller Central So, who shops on Amazon? Everyone! But, what we shop for on Amazon is changing. Amazon started as a way to get books online. Now, it’s a video streaming service, retailer, advertiser, and a delivery solution. Amazon shoppers look for competitive pricing, trusted reviews, and relevant search results.   What about who advertises on Amazon? Most advertisers on Amazon are direct-to-consumer brands. But, Amazon recently created options for professional services to join the marketplace, so we should expect to see advertising developments down the road. You don’t have to sell on Amazon to promote on Amazon, but it’s common to begin advertising as Amazon sellers. There are a few things you’ll need to know about becoming a seller on Amazon before creating your first advertising campaign.   Why sell... --- ### Mason Interactive Founder & CEO Interviewed by Beauty Independent - Published: 2021-03-19 - Modified: 2021-03-19 - URL: https://masoninteractive.com/2021/03/19/mason-interactive-founder-ceo-interviewed-by-beauty-independent/ - Categories: Marketing Strategy, News & Events Interviewed by Beauty Independent, Mason Interactive Founder and CEO Brook Llewelyn Shepard shared his tips on building a successful direct-to-consumer strategy. Beauty Independent, a digital publication for entrepreneurs and marketers in the beauty industry, recently interviewed Brook Llewelyn Shepard, Founder and CEO of Mason Interactive. With years of industry experience, Brook shared his tips and insights on building a successful direct-to-consumer strategy.   Metrics That Really Drive Direct-To-Consumer Success The interview begins with today’s hot topic; data privacy. The upcoming privacy changes, including Apple iOS 14 and cookie-less Chrome, are raising concerns in the advertising industry, in particular amongst small businesses. While this won’t be the end of digital advertising, targeting, reporting, and optimizing ad campaigns will become less effective. Brook anticipates that brands without “superpowers” are going to have a very hard time navigating the new landscape. “If your product really is better for the environment or it really is cheaper or it really does work with more skin colors and tones, it does have something actually unique, and we call that a superpower”, he explains.   Harvesting first-party data today can help brands prepare for the privacy changes and limitations in the use of third-party data. If you’re a brand looking to launch in the near future, Brook recommends you to start building first-party data immediately, while reaching out to micro-influencers and building relationships with people who can represent your brand.   During the interview, Brook discusses the leading indicators in the advertising industry, what metrics advertisers should focus on, and shares his thoughts about ROI. “I look at the cycle of the year. We have seasonality. Some of... --- ### What is Performance Marketing? (And, is it magic?) - Published: 2021-03-18 - Modified: 2021-03-18 - URL: https://masoninteractive.com/2021/03/18/what-is-performance-marketing-and-is-it-magic/ - Categories: Marketing Strategy Performance marketing is a type of digital marketing that involves statistics and math to generate measurable results like leads, sales, and clicks. Performance marketing is a type of digital marketing that involves statistics and math to generate measurable results like leads, sales, and clicks. A good definition for performance is the action behind your digital strategy outputs. Performance marketers use the full-marketing funnel to inspire desirable behavior from your customers. How do you use Performance Marketing? A big part of a marketing plan is to create a strong foundation for your brand. Beautiful creatives, tick. A fabulous website, tick. Attractive packaging, tick. Almost there! Now, how do you get people to find and interact with your brand and products online? Encouraging customers to provide their information, click a link, and purchase your product requires relevant and visible advertising. Types of Performance Marketing What are some ways to improve your brand’s online performance and compel customers to act? Search Engine Marketing (SEM) and Search Engine Optimization (SEO) allow your relevant products and services to reach customers who need them most. Display advertising attracts attention and sends visible reminders to potential customers about the benefits of your products or services. Email marketing builds relationships with customers, so they become your lifelong brand advocates producing continuous revenue. Depending on your goals, you can decide on a media mix strategy to meet the consumer whenever they’re ready. For example, here’s a glimpse at our media mix strategy: Over time, you’ll accumulate historical data that shows you where people take action at each part of the marketing funnel. Then, you can turn that data into information to... --- ### New Client Alert - RGNY Winery - Published: 2021-03-17 - Modified: 2021-03-17 - URL: https://masoninteractive.com/2021/03/17/new-client-alert-rgny-winery/ - Categories: Clients Mason Interactive will manage paid media for RGNY to build brand awareness for the winery, and to increase sales. We’re feeling “second-glass of wine” good about our newest client and partner, RGNY, a winery with curated experiences in the North Fork region of New York. The winery began in 1998 when The Rivero González Family planted their first vines in Parras, Coahuila, Mexico. Their New York location opened in 2019 after acquiring Martha Clara Vineyards.   RGNY Wine creates high-quality wines and wine kits for enthusiasts, travelers, and locals using their “design-led approach. ” The family-owned company celebrates its Mexican heritage, wine-making tradition, and legacy. RGNY Wine aims to “preserve and develop” a sweet, smooth relationship with its customers.   Our team will manage paid media for RGNY to increase sales and build brand awareness. Brook Llewyen Shepard, Mason Interactive Founder/CEO, exclaims, “We want everyone to know about the amazing wines and experiences at RGNY! We’re happy to partner with RGNY as they grow and welcome new visitors. ” Are you ready to start a new digital marketing campaign for more sales, wider reach, or a significant lift in brand awareness? Contact us for a free consultation with our team. Read more about RGNY here. --- ### We Made the List of 2021 Inc. 5000 Regionals: N.Y. Metro! - Published: 2021-03-16 - Modified: 2021-03-16 - URL: https://masoninteractive.com/2021/03/16/we-made-the-list-of-2021-inc-5000-regionals-n-y-metro/ - Categories: Mason Culture, News & Events Inc. magazine today revealed that Mason Interactive is No. 114 on its second annual Inc. 5000 Regionals: New York City Metro list, the most prestigious ranking of the fastest-growing New York City area-based private companies. Born of the annual Inc. 5000 franchise, this regional list represents a unique look at the most successful companies within the NYC area economy’s most dynamic segment—its independent small businesses. “We are honored to be on the Inc. 5000 list of the fastest-growing companies in the New York City Metro Region”, says Mason Interactive Founder and CEO Brook Llewellyn Shepard. “The digital ecosystem is moving super-fast, and I’m proud to be at the vanguard. While we experience steady growth year over year, we’ve stayed true to our core values, offering white-glove level of service, and growing a team that genuinely cares about its client partners. ” We are thankful to our team, our clients, and our partners for their support and making the growth possible. We'll stay committed to delivering digital marketing solutions that are backed by data, regularly monitored and optimized, and tailored to client’s specific needs. The companies on the 5000 Regionals: N. Y. Metro list show stunning rates of growth across all industries in the New York City area. Between 2017 and 2019, these 250 private companies had an average growth rate of 214 percent and, in 2019 alone, they employed more than 48,000 people and added nearly $9 billion to the NYC Metro area economy. Companies based in Stamford, Connecticut, New... --- ### Apple iOS 14 Privacy Policy Is Reshaping The World of Advertising - Published: 2021-03-07 - Modified: 2021-03-07 - URL: https://masoninteractive.com/2021/03/07/apple-ios-14-privacy-policy-is-reshaping-the-world-of-advertising/ - Categories: Marketing Strategy, Paid Media Apple iOS 14 privacy update will be one of the most dramatic changes to the advertising industry. How is it going to impact Facebook campaigns? What can you do to prepare? Apple’s upcoming iOS 14 privacy update and Google’s Privacy Sandbox are the latest examples of the evolving digital advertising ecosystem. Big data has dominated the digital advertising industry, but today the focus is on protecting user privacy. The Shift Towards Privacy-First Advertising During our recent webinar, iOS 14 for Advertisers, Mason Interactive’s Founder and CEO, Brook Shepard, and Director of Media, Adrian Padron, explored Apple’s new privacy policy that is planned to roll out this Spring. “iOS 14 will be one of the most dramatic changes to the advertising industry”, Brook began the webinar. “It doesn’t have to have a negative impact on your ad campaigns, but to avoid disruption advertisers need to prepare now. ” We summarized the webinar highlights, including a walkthrough of how iOS 14 is going to impact Facebook and Instagram ad campaigns.   How iOS 14 is Going to Impact the Digital Advertising Ecosystem Let’s start from the very basics of digital advertising. Have you ever felt like your phone is listening to your conversations? When an ad pops up on your screen from a brand you talked about with your friend just a few hours ago? Well, your phone is not listening to you. It all comes down to data.   Digital advertising is a combination of psychographic (ie. interests, personality) and demographic data (ie. age, location) that is matched to occasions (ie. birthdays, holidays). “Demographic data is that I live in Brooklyn and psychographic data is that I like guitars. If my birthday... --- ### New Client Alert – Nepal Tea - Published: 2021-03-01 - Modified: 2021-03-01 - URL: https://masoninteractive.com/2021/03/01/new-client-alert-nepal-tea/ - Categories: Clients Nepal Tea partners with Mason Interactive to build a long-term digital marketing strategy that will drive brand awareness and increased sales. We are excited to announce that we recently added organic tea brand, Nepal Tea, to our growing portfolio of CPG brands.   Nepal Tea is a social enterprise that distributes the finest high mountain organic teas from the foothills of Mt. Kanchanjangha, the third highest mountain in the world. Founded in 1984 with the help of family roots and local farmers, Nischal Banskota has spent the past year focused on his mission of bringing Nepal's first certified organic tea to the direct-to-consumer world.   Through the Nepal Tea Foundation, the company emphasizes the importance of empowering their farmers by supporting them with free housing, subsidized food, a cow bank project, and school scholarships for their children. To date, they have awarded 2400 scholarships, and over 100 homes to their local farmers and staff.   Customers are also invited to take part in the Tea, Tourism and Social Change opportunity, a unique 7-day experience to learn about the heritage and way of life at the Nepal Tea Estate and Research Center. Fun fact: Nishchal and his team manage their tea garden remotely, over 12,000 kilometers away, in New York City. You can learn more about how they have successfully shifted to Remote Farming During a Pandemic. The focus of this exciting direct-to-consumer partnership is to build a long-term digital marketing strategy that will drive brand awareness and increased eCommerce sales. The Mason cross-channel strategy teams will be responsible for managing Paid, Organic and Email channels, across Nepal Tea’s growing line of... --- ### How to Boost Sales When an Influencer Regrams your Brand - Published: 2021-02-25 - Modified: 2021-02-25 - URL: https://masoninteractive.com/2021/02/25/how-to-boost-sales-when-an-influencer-regrams-your-brand/ - Categories: Social Media When an influencer regrams your brand on Instagram, how can you leverage the brand recognition to boost sales and drive more traffic to your website? When an influencer regrams your brand on Instagram, it’s a huge recognition of your hard work, and also an opportunity to make $$. Besides celebrating with the crew, what can you do to leverage the regram to boost sales? Here’s what you should do next: use your marketing channels to increase sales and brand awareness, adjust online marketing budgets, make relevant content, and check-in with operations.   Adjust pay-per-click budgets  First, get on Slack, Zoom, your cell, email - whichever - to contact your marketing team or marketing agency partner! Be sure to bring the regram to their attention, if they haven’t noticed it already. Your social and paid media account teams must respond accordingly. An influencer response plan is an essential part of your digital strategy, once you build a decent following or build earned media.  Your response plan should include a list of influencers to follow and influencers who currently follow your brand. Also, optimize your brand name keywords across all channels. Lastly, make sure the product or service the influencer regrams is optimized and has some budget. Your pay-per-click campaigns might have some automation in place, but shifting budget to ride the wave of being mentioned drives online sales your way.   Respond on social and expand your reach  Driving sales your way also means responding to the regram on social media. The quickest way to respond is by posting content to say, “Thanks for the regram! ” Even if your followers don’t follow the personality, it... --- ### Webinar Recap: YouTube Advertising 101 with Google - Published: 2021-02-22 - Modified: 2021-02-22 - URL: https://masoninteractive.com/2021/02/22/webinar-recap-youtube-advertising-101-with-google/ - Categories: Marketing Strategy Missed our YouTube Advertising Webinar? Read the highlights to find out everything you need to know about advertising on YouTube and how you can engage your audience. Mason Interactive recently hosted a webinar in partnership with Google. The goal of the webinar was to give attendees some pointers about how to boost their marketing with YouTube. The virtual event was hosted by Stephanie Chan, Agency Development Manager at Google, and Adrian Padron, Director of Media at Mason Interactive. Stephanie and Adrian covered a lot of useful material and we don't want you to miss out. Continue reading for webinar highlights. Who Should Advertise on YouTube? YouTube is an ideal landing place for performance and branding marketers alike. After all, they have the same goals: to elevate their brand and stand out. Whatever your goals, whether your budget is big or small, YouTube is the advertising platform for you. Stages of Engagement and the Marketing Funnel Your audience members are all at different stages of the decision-making process. Their "journey" begins even before they think they will need your product or service. To get results, you need to connect intelligently with your audience at every stage of the funnel. There are 4 ways to do it: Show up at every stage of the buying cycleFind your best audienceTarget them to reach your goalMeasure growth at every step As Stephanie points out, "The consumer journey is a lot more fluid than it used to be. " That's why it's called a funnel, and it consists of awareness, consideration, and action. Engaging your audience in the funnel can be complicated, but doable. Selecting the Right Ad Format For Your Goals... --- ### New Client Alert - Great Oaks Legacy Charter School - Published: 2021-02-18 - Modified: 2021-02-18 - URL: https://masoninteractive.com/2021/02/18/new-client-alert-great-oaks-legacy-charter-school/ - Categories: Clients We are excited to announce our new partnership with Great Oaks Legacy Charter School, a college prep school in Newark, NJ.   Great Oaks Legacy Charter School ensures children and families in Newark, NJ, and surrounding areas, are college-ready with their excellent curriculum and staff. They provide a unique educational experience with 1:1 tutoring and enrichment activities.   Mason Interactive will manage paid media for Great Oaks Legacy Charter School to drive leads, enrollments, and recruitment goals. “Great Oaks Legacy is dedicated to their community, and we’re excited to help them expand digitally,” says Mason Interactive CEO Brook Llewellyn Shepard. “Education is a passion that our organizations share. ” Mason’s team of enrollment marketing experts is committed to providing schools support while going digital. If you are ready to enroll your school into digital advertising, contact us or schedule a free marketing analysis with our edu marketing team.   Learn more about Great Oaks Legacy Charter School here. --- ### Black History Month 2021: 5 Influential Black People in the History of Advertising - Published: 2021-02-10 - Modified: 2021-02-10 - URL: https://masoninteractive.com/2021/02/10/5-influential-black-people-in-the-history-of-advertising/ - Categories: News & Events In honor of Black History Month, let’s recognize ways black people have shaped the advertising industry in history . The advertising industry has seen a positive shift in recent years with brands, marketing teams, and advertising agencies paying more attention to support and relate to black communities.   Right now, the buzz words in every industry are diversity and inclusivity, and we believe that both will impact the advertising industry for decades to come. But, to understand our future, we must acknowledge our past. In honor of Black History Month and our love for the black community, let’s recognize ways black people have shaped the advertising industry in history .   5 Influential Black People in the History of Advertising 1 | Vince Cullers, Vince Cullers Advertising Cullers (1924-2003), inspired by the rising civil rights movement, founded Vince Cullers Advertising in 1956 to create black advertising opportunities. After completing his degree at the Art Institute of Chicago, Cullers found a lack of options in the advertising market for qualified black artists. Cullers used his artistic talents to run the agency with his wife, who handled the administration. Together, they grew the company and worked with brands like Johnson Products and Kellogg's. Today, the black and advertising community recognizes Vince Cullers Advertising as the first black agency in the United States.   70% of black Millenials (the generation with the most considerable buying power today) say they are more likely to buy from a brand that takes a stand on race-related issues. Think with Google 2 | Tom Burrell, Burrell Communications  Burrell was one of the first black men advertising... --- ### New Client Alert - Vapour Beauty - Published: 2021-02-09 - Modified: 2021-02-09 - URL: https://masoninteractive.com/2021/02/09/new-client-alert-vapour-beauty/ - Categories: Clients We are thrilled to announce our new partnership with the natural beauty brand Vapour Beauty.   Vapour Beauty founders, Krysia and Kristine, bring luxury to clean beauty with plant-based formulas that nurture and enhance your skin. Their makeup and beauty products build on values like performance, purity, environmental respect, and cruelty-free testing.   Our team will manage paid media for Vapour Beauty to drive sales and brand awareness. “We’re happy to have Vapour Beauty as a client, and we’re looking forward to being their strategic partner,” says Mason Interactive CEO Brook Llewellyn Shepard. “We enjoy supporting brands with integrity and helping them grow. ” We are committed to providing brands with excellent service and support on their digital adventures. If you’re ready to take the first steps on your journey, contact us or schedule a free marketing analysis with our digital experts. Learn more about Vapour Beauty here. --- ### New Client Alert – Hella Cocktail Co. - Published: 2021-02-03 - Modified: 2021-02-03 - URL: https://masoninteractive.com/2021/02/03/new-client-alert-hella-cocktail-co/ - Categories: Clients We are thrilled to announce that we recently added a leading beverage brand, Hella Cocktail Co. , to our growing portfolio of CPG brands. Founded 10 years ago in a small Brooklyn apartment, Eddie, Tobin and Jomaree started making cocktail bitters in mason jars because they couldn’t find a product on the market that fit their core preferences: Bold Flavor, Real Ingredients and Hospitality. They married the three, and Hella Cocktail Co. was born.   From nationwide distribution in Whole Foods to being offered as an in-flight beverage option on Delta Airlines, the Hella team is shifting their focus to connecting with their end consumers and supporting the expansion of their ecommerce sales channel. “Ten years into operating Hella Cocktail Co. , we are more energized and optimistic than ever. Not only because of the successful launch of our category-defining new sparkling beverage, Bitters & Soda. But also because, perhaps for the first time, technology and consumer behavior have aligned to allow direct-to-consumer beverage brands to scale while maintaining complete control of the customer relationship", says Eddie Simeon, Co-Founder. Mason Interactive has a sterling reputation in both customer satisfaction and digital expertise, the vanguard of an honest, engaging, and high-return D2C business. ” Eddie Simeon - Co-Founder, Hella Cocktail The focus of this exciting direct-to-consumer partnership is to build a long-term digital marketing strategy that will drive brand awareness and increased eCommerce sales. Mason’s team will be responsible for managing all advertising for Hella Cocktail Co. ’s products, with an... --- ### Digital or Sink: Life-Saving Digital Marketing Strategies for Emerging Brands - Published: 2021-02-02 - Modified: 2021-02-02 - URL: https://masoninteractive.com/2021/02/02/digital-or-sink-life-saving-digital-marketing-strategies-for-emerging-brands/ - Categories: eCommerce, Marketing Strategy Life-saving digital marketing strategies for emerging brands with a limited budget, less historical data, or an incomplete marketing strategy. Worldwide eCommerce is estimated to approach $5 trillion in 2021. What does this mean for emerging brands? Invest in digital marketing now because the market is going to become more saturated than ever. It’s great to look ahead, but what you’re doing today has the real impact on future growth.   Misaligned goals, prioritizing creatives over data, and not staying on top of the advertising trends may prevent emerging brands from reaching their goals. If your brand is in its early stages, you might be working with a limited budget, less historical or first-party data, and an incomplete marketing strategy. We listed a few life-saving digital marketing strategies that can help emerging brands scale their business without breaking the bank.   Emerging Brands Should Focus on Short-Term Goals If you’re a start-up or an emerging brand, embrace the fact that most of your initial marketing efforts will be about learning. You might have a budget and a return in mind, but it’s more likely that you’ll go through some testing before finding a baseline. There is no magic formula, cure, or button in digital marketing that guarantees you will hit your goals from day one.   The best thing you can do is build brand awareness by focusing on top-of-the-funnel tactics. Begin generating leads, building awareness, and attracting your target audience by using excellent storytelling and a social-heavy media mix. Set achievable, short-term goals such as “Increase brand awareness by 15% in 90-days” or “Reach a ROA of 1. 0... --- ### Apple's iOS 14 Privacy Update and Advertising - Published: 2021-01-14 - Modified: 2021-01-14 - URL: https://masoninteractive.com/2021/01/14/apple-ios-14-privacy-update-and-advertising/ - Categories: News & Events Apple’s new iOS14 privacy features will impact how advertisers and agencies receive and process data and conversion events, from partners such as Facebook. https://youtu. be/xZq_9SayE7Q What does the new policy entail? Apps will be required to ask users for permission to track them across apps and websites owned by other companies. Until now, users have been automatically opted in, with an option to opt out afterwards. With the new iOS14 release, users will see a pop-up message when they open an app for the first time, allowing them to revoke or grant tracking permissions. Unless the user opts in tracking via the prompt, Apple’s policy will prohibit the app to collect and share certain user data. As a result, ads personalization and performance reporting may be limited for both app and web conversion events. At Mason Interactive we're committed to help our clients prepare for Apple’s new policies so we can continue delivering high-performance digital advertising campaigns. For additional reading, Facebook has published useful resources about Apple iOS 14 release's impact on your ads and how to use Facebook Pixel to reach iOS users. If you have any questions about the new iOS14 update please contact your account team or schedule a consultation with us. --- ### Best Free Digital Marketing Tools 2021 - Published: 2021-01-07 - Modified: 2021-01-07 - URL: https://masoninteractive.com/2021/01/07/best-free-digital-marketing-tools-2021/ - Categories: Marketing Strategy Want to build your marketing stack without breaking the bank? Be sure to check out our recommendations for the best free digital marketing tools 2021. Want to build your marketing stack without breaking the bank? Be sure to check out our recommendations for the best free digital marketing tools 2021. 1. Google PageSpeed Insights Google’s PageSpeed Insights lets you know how your website's load time measures up. This helpful tool also provides tips on how to boost your site's performance. 2. UTM Tracking Code Builder This resource is invaluable if you want to fine-tune your ad campaign by expanding its parameters. This marketing gem uses Google Analytics to tell you what's working and what's not in your campaign.   3. MailChimp One of the best free digital marketing tools of 2021 is MailChimp. It helps small businesses establish an online presence and customize their marketing to take it to the next level. 4. HootSuite HootSuite takes the hassle out of trying to leverage all your social media channels at once. You can schedule and post content to multiple platforms from one and coordinate marketing tasks with your team. 5. SpyFu If you want to connect to domains similar to yours and find out if your keywords are helping your ranking, SpyFu can be your go-to resource. The free trial doesn't come with all the bells and whistles of a paid plan, but it can help you get on the road to increasing your website traffic. 6. Grammarly Imagine having a free proofreader on-demand. Grammarly alerts you to spelling and grammatical errors, misplaced punctuation, and other common writing mistakes. It's a must-have to keep your content... --- ### What is a Competitive Marketing Audit and Why You Need One? - Published: 2020-12-28 - Modified: 2020-12-28 - URL: https://masoninteractive.com/2020/12/28/what-is-a-competitive-marketing-audit-and-why-you-need-one/ - Categories: Marketing Strategy If you’re launching a new product or a service, or want to evaluate your strategy for the new year, you need to do a competitive marketing audit. If you want to evaluate your strategy for the new year, or you're launching a new product or a service, you need to do a competitive marketing audit. A simple guide to competitive auditing  A competitive marketing audit is a great way to learn more about your competitors, who they are and how they are positioning themselves. Researching competition can also help you discover new marketing tactics and channels that you haven’t thought about yet.   Competitive auditing is an essential part of our toolbox at Mason Interactive. Every new client relationship begins with an in-depth analysis of the competitive landscape, and it always helps us and the client tremendously. In this article we’ll explain how you can perform a high-level audit for your business or organization. Use data and insights to gain a competitive edge An audit provides a wealth of information about your competitors’ strengths and weaknesses, industry trends, and where you stand among the competition. It allows you to: Learn what is working for your competitorsLearn what is not working for your competitors (so you can avoid repeating the mistakes)Identify gaps in your strategyUncover your competitors preferred channelsGet a feel of your competitors’ positioning and tone of voice Better understand what gets customers’ attention How to perform an audit 1. Understand competition The first step of competitive auditing is to identify who your top competitors are. You can use Google to search for your keywords and see who else ranks for those key terms. Instagram is another... --- ### What You Need to Know About Google's December Core Update 2020 - Published: 2020-12-14 - Modified: 2020-12-14 - URL: https://masoninteractive.com/2020/12/14/what-you-need-to-know-about-googles-december-core-update-2020/ - Categories: SEO We saw another Google core algorithm update in December 2020, which would make that the third (and hopefully final) major algorithm update of 2020. In the beginning of December there was another Google core algorithm update, which would make that the third (and hopefully final) major algorithm update of 2020.   Here’s What We Know Google is notoriously elusive when it comes to their algorithm updates. They usually announce them with little information on what they actually mean. Because of that, we monitor the SERPs and industry articles on the days preceding the Google announcement.   Source: Search Engine Roundtable We know that there was a huge spike in ranking fluctuation on December 4th, 2020. Things seemed to have leveled out since then, but Google has reported that the update is still rolling out as of 12/10/20. Search Engine Land has put together some data on how the update has affected major industries. Source: Search Engine Land Stay Calm & Stick to Best Practices In these times when rankings appear to be fluctuating, it’s important to stay calm and not make any drastic changes. Google is never going to change the fundamentals of their algorithm, so it’s safe to say that if you stick to their best practices, your website will be okay. Here are some tips on how to follow best practices: Have quality content that is updated regularlyRun site audits regularly and fix any major site health issuesKeep E-A-T in mind (expertise, authoritativeness, and trustworthiness)Look at your website from a user’s perspective, not from a search engine’s perspective Contact our SEO experts to schedule a free consultation and to learn more about... --- ### 2020 in Review: Navigating the Crisis with Digital-First Marketing - Published: 2020-12-09 - Modified: 2020-12-09 - URL: https://masoninteractive.com/2020/12/09/2020-in-review-navigating-the-crisis-with-digital-first-marketing/ - Categories: Marketing Strategy, News & Events 2020 has been an unpredictable year, full of challenges, pivots, and unfathomable shifts toward digital firsts. As a result, digital marketing has become more important than ever. 2020 has been an unpredictable year, full of challenges, pivots, and unfathomable shifts toward digital firsts.   Insights from a Performance Marketing Agency  As a trusted marketing partner for clients within various industries, it’s our responsibility to follow the data - and luckily, we’ve spent the last 10 months gathering plenty of it. When news surrounding COVID-19 shook the world in March, it was no surprise that brands pulled out of the marketplace. While we understand the impulse, we also saw the cost of advertising drop while conversion rates remained steady.   The reality? More eyeballs were on devices and platforms than ever before. The data and trends showed “Black Friday” level traffic and transactions in April, despite an 8. 7% drop in retail sales. The result? Brands that decided to stay in the market not only maintained their presence, but were able to stay in front of consumers for nearly half the price .   But it didn’t stop there. The months that followed gave rise to a shift. Brands had the opportunity to not only stay in front of their target audience, but share their own stories along the way. We went back to our roots - our inherent nature to help one another - and showcase the realities of how businesses, both big and small, were navigating these unprecedented times. While some went into discount mode, others saw this as an opportunity to give back to those in need. A Shift in Brand Preferences While we can... --- ### Smart Marketing Hacks for Post-Holiday Campaigns - Published: 2020-12-01 - Modified: 2020-12-01 - URL: https://masoninteractive.com/2020/12/01/smart-marketing-hacks-for-post-holiday-campaigns/ - Categories: eCommerce, Marketing Strategy Stand out with post-holiday marketing campaigns. When your competitors go quiet, continue your sales success long after the new year with these simple marketing tips. While festive cheer is spreading all around us, eCommerce retailers have their eyes set on holiday sales figures. And the expectations are high; 2020 Cyber Monday has already set the record as the biggest U. S. eCommerce day in history.   But what happens when the holidays are over?   Often underestimated, post-holiday marketing campaigns are a great way to stand out in the less-crowded market. When your competitors go quiet and slow down their marketing efforts, continue your sales success long after the new year with these simple marketing tips.   Drive conversions with remarketing Remarketing is not just for the holidays, it is an effective marketing tactic all year round. Thanks to seasonal shopping behavior, eCommerce retailers typically see an increase in website traffic during the holiday season. That traffic is made out of returning customers, new customers, and “window shoppers'' who visit the website but leave without completing a purchase. Through cost-effective post-holiday remarketing campaigns you can increase conversions as much as 147% and turn window shoppers into first-time customers.   Take advantage of low CPMs It’s no surprise that CPMs skyrocket over the holiday shopping period. When the season ends, however, a so-called post-holiday slump occurs and CPMs show a noticeable drop. This happens when businesses decide to significantly lower, or even freeze, their advertising spend. Not a good idea. Why, you may ask? The reason is simple; shoppers still continue shopping after the New Year. A smart marketer continues running paid campaigns post-holiday and takes... --- ### 3 Ways to Overcome Higher Education Marketing Challenges in 2021 - Published: 2020-11-19 - Modified: 2020-11-19 - URL: https://masoninteractive.com/2020/11/19/3-ways-to-overcome-higher-education-marketing-challenges-in-2021/ - Categories: Education Marketing Resolve higher education marketing challenges in 2021 by strengthening your recruitment programs, communicating value, and generating high-intent leads. Higher education marketing challenges in 2021 present critical opportunities for creative strategy and engagement through ads, content, and optimization. To maintain high rankings amid COVID-19, it’s time to rethink the enrollment journey and take a red pen to your digital marketing strategies in the new year.   Standardized strategies set you back, and right now, your goal is to push forward. Pushing forward means fearlessly facing challenges like fewer applicants, supporting personalization in education, and promoting your academic programs’ unique benefits.   Let’s resolve higher education marketing challenges in 2021 by strengthening your recruitment programs, communicating value, and generating high-intent leads. Here are three ways you can fill your classes and communities with scores of students next year.   Higher Education Marketing Challenges in 2021: New year, new challenges, new opportunities 1 | Make social media the focus of your recruitment process to increase engagement Challenge: Prospective students use your website and social media presence to get a sense of your school’s spirit. In 2020, you mastered the essentials of updating and posting on your institution’s social media accounts regularly (right? ! ). This year’s challenge is actively reaching out by replying to comments, leveraging chat features, inviting student feedback, or running focused social ads to connect incoming students with your school’s message.   Opportunity: How can you stand out when your competition is on every platform? Have an action-packed profile and social ads that pop! Try posting video clips with a welcoming message from your recruiters or use creative... --- ### Day in the life: Account Strategist Dasia - Published: 2020-11-11 - Modified: 2020-11-11 - URL: https://masoninteractive.com/2020/11/11/day-in-the-life-account-strategist-dasia/ - Categories: Mason Culture While our team of digital marketing experts continues to grow, we want to introduce you to our new Digital Account Strategist, Dasia Hood. She'll be joining Mason's North Carolina office. Mason Interactive inspires our digital marketing specialists’ team to create digital marketing solutions that are strategic and results-driven. Currently, our team works remotely, so inspiration comes from daily Zoom and Slack camaraderie. As we balance our remote culture and expanding client needs, Mason Interactive continues to grow. This month, we want to introduce you to our new Account Strategist, Dasia Hood. Dasia shares how working at Mason Interactive inspires her in work and life.   Dasia, where do you live, and how long have you been at Mason? I live in Dayton, OH. But, in January 2021, I am moving closer to Charlotte, NC, where Mason is opening its second office. I started as an Account Strategist in November, so it’s only been a couple of weeks. As an Account Strategist, I help brands understand how Mason Interactive uses performance marketing to get them results like increased revenue, better engagement, and brand awareness.   What is your favorite thing about Mason? I love collaborating with strong-minded, intelligent people. Every person at Mason Interactive has a kick-ass personality! We discuss solutions and strategies respectfully and passionately. It’s an excellent dynamic for creative and technical characters. I enjoy everyone’s unique sense of humor they use to help each other through busy or challenging days.   Do you have any hobbies, pets, etc. ? I would love to get a cat! But, no pets at the moment. I start my morning off by running 1-3 miles. I like to jog on my treadmill... --- ### Facebook Launches New Shopping Capabilities - Published: 2020-10-30 - Modified: 2020-10-30 - URL: https://masoninteractive.com/2020/10/30/facebook-launches-new-shopping-capabilities/ - Categories: News & Events Facebook has launched new custom audience targeting over the last week specifically for retargeting users who have interacted on the Instagram Shop. New targeting capabilities allow advertisers to target users who have viewed a product, saved a product or initiated a purchase through the Shop. Brands will also be able to promote sales and discounts. The launch of these new custom audience capabilities give marketers a new avenue to target lower funnel users with higher intent. This new custom audience targeting also allows for lookalikes to be created, a prospecting audience strategy in Facebook that serves to new people who may not have interacted with the brand previously.   In addition, Facebook is rolling out product tags on Instagram ads, that have only previously been available for organic ads. This will allow marketers to input price-tags on paid ad formats giving the user further information on the item featured in the creative. How does this impact your business?   Instagram shops, which launched earlier this year, are ramping up in popularity and it’s more important than ever for e-commerce brands to be utilizing this platform. Instagram shops give brands an immersive storefront for users to browse products and purchase directly through the site or link to the website. Brands can also tag the product in a post which can come up on Instagram’s Shopping explore tab giving the opportunity to expose their products to users with high purchase intent. With the approach of holiday, the launch of these new audiences... --- ### 7 Crucial Enrollment Marketing Mistakes to Avoid - Published: 2020-10-29 - Modified: 2020-10-29 - URL: https://masoninteractive.com/2020/10/29/the-scariest-enrollment-marketing-mistakes/ - Categories: Education Marketing What is preventing you from reaching your enrollment goals? These are the most crucial enrollment marketing mistakes higher education marketing professionals should avoid. Many higher education marketing professionals are looking for new tactics to improve enrollment in the digital-driven environment. Before implementing new marketing strategies, it is important to take a look at what you are doing now. Is there anything you could be doing differently? Is something hindering the results?   We listed the most common marketing mistakes that may prevent you from reaching your enrollment goals. Don’t get spooked by the don’ts, we also included do’s so you can create the best enrollment marketing strategy possible.   #1 Not Knowing Your Target Audience Understanding who your target audience is, where they are, what content resonates with them, and how they prefer to receive communication from you is the key to increasing quality leads. If you don’t have your target audience in mind with everything you do, it is unlikely you will be able to reach, engage, or eventually convert them into enrolled students.   What to do: Create student personas The first step is to research and collect as much data as you can about your ideal student. Interview existing students to understand what platforms they use, what motivates them, why they chose your institution, and so on. Leverage that data to create student personas that will help you target specific individuals. Write a detailed summary of each persona, including behavior patterns, demographics, expectations, motivations, and pain points. #2 Tracking Activity, Not Results Is your reporting focused on activity metrics such as social media followers, likes, shares, subscribers, and page views?... --- ### Email Tips & Tricks to Win Holiday Sales - Published: 2020-10-27 - Modified: 2020-10-27 - URL: https://masoninteractive.com/2020/10/27/email-tips-tricks-to-win-holiday-sales/ - Categories: Email Marketing Why Email Marketing? Email marketing is one of the most effective forms of marketing around. Not only is it effective at turning prospects into buyers, but it is a process that can be completely automated to save time and money.   Surrounding the holidays, email marketing help businesses reach new potential buyers and turn them into repeat customers. Here are our tips for using email marketing services as an effective strategy during the holiday season. Email Marketing Tips & Tricks for the Holidays Product When engaging customers in email marketing, you want to make sure you put the right product in front of your audience. It is best to offer discounts on your lower priced products earlier in the holiday season. This is when customers will be shopping around for many people and many different gifts. They do not want a high-priced product offer sent to them because it is not something they are interested in... yet. If you have higher priced products you are interested in offering discounts on, WAIT. The second week of December is the best time to discount more expensive items. For people who have neglected to find gifts for others or just waited too long, they are less likely to turn something down from price due to lack of availability. So, when it comes to products, you want to discount your lower priced items earlier in the season and wait until the second week of December to discount your higher priced items. In addition, make... --- ### Facebook is Limiting Ads: Everything You Need to Know - Published: 2020-10-19 - Modified: 2020-10-19 - URL: https://masoninteractive.com/2020/10/19/facebook-is-limiting-ads-everything-you-need-to-know/ - Categories: Paid Media Are you currently running ads on Facebook? Did you know that running too many ads at the same time can decrease your overall account performance? When there are too many ads live, chances are your ads will never exit the learning phase. This is why Facebook is implementing a limit to the number of ads running (or under review) per page. What is the Learning Phase? The Facebook learning phase is an important part of the optimization process. The learning phase works by optimizing your ad set to your selected objective. The more an ad is served, the better the delivery system becomes at improving its performance. An ad set will exit the learning phase when its performance stabilizes. When an account has too many ads in rotation, they may never exit the learning phase and the system will not have enough data to prioritize what is performing best. What are They Limiting By? Facebook will be limiting the amount of ads a page can serve. If your account is running efficiently, this should not be an issue for you. The more you spend on Facebook, the more ads you will be able to serve. Ad limits range from 250 ads per page, to 20,000 ads per page. Ad limits depend on the size of your business and the amount you spend on each page. How do I know what my ad limit is? Ad limits vary depending on the amount you spend on the Facebook platform. The less you... --- ### 7 Creative Ideas to Stand out This Holiday Season - Published: 2020-10-16 - Modified: 2020-10-16 - URL: https://masoninteractive.com/2020/10/16/7-creative-ideas-to-stand-out-this-holiday-season/ - Categories: Marketing Strategy Enhance the digital holiday shopping experience with these creative ideas. Microsites, email drip campaigns, and authentic content can significantly boost your holiday sales. By now, you have probably started preparing your strategy for Black Friday and the December holiday sales. The upcoming holiday season is predicted to be eCommerce-driven, with more businesses than ever before competing for the attention of online shoppers. It is a huge opportunity to tap into the online audience and drive traffic to your eCommerce store, but how do you recreate the in-store feel-good experience digitally? By feel-good experience we mean the physical experience of browsing the store aisles with festive songs playing in the background, interacting with a sales associate, and all other sensorial elements of in-store shopping. We listed 7 ideas to help you enhance the digital shopping experience and stand out this holiday season. Continue reading or watch the Holiday Sales webinar for expert insights on how to prepare for the 2020 holiday season. #1 Microsites Create a microsite with branded content to highlight a specific product line or a campaign, or focus on a niche audience group. Alternatively, you can leverage a digital storefront to tell your brand story through an immersive, digital experience. Shops on Instagram, for instance, is essentially a lookbook that makes it easier for shoppers to browse your product catalog and curated collections, and check prices without leaving the app. #2 Reviews & Testimonials Product reviews are the cornerstone of an online store and an essential element when building trust on your products and brand. In fact, 89% of consumers read reviews before buying products. Ensure your website has authentic reviews... --- ### Mason Team Continues to Grow - Published: 2020-10-09 - Modified: 2020-10-09 - URL: https://masoninteractive.com/2020/10/09/mason-team-continues-to-grow/ - Categories: Mason Culture With the holiday season fast approaching, the team at Mason Interactive is getting ready for the busiest quarter of the year. In the midst of preparing our clients’ campaigns for the holiday sales rush, we have also had the pleasure of welcoming two new members to our team! As our client roster continues to grow, so does our team of digital marketing experts. Meet our two newest team members; Melina and Surina. Melina Jorizzo, Performance Marketing Analyst Melina is our newest team member to join us virtually and will be starting in the North Carolina office when it is safe to do so. Adding to Team Turbo as well, Melina works mainly with skincare, fashion, and jewelry clients writing ad copy, analyzing data, and creating ads.   Melina graduated from Wake Forest University and worked for another NYC-based agency before starting at Mason. When she is not working she enjoys reading, spending time outside, and staying active! “I really enjoy the fact that there are two company-wide Zoom meetings daily. I think this helps everyone to feel connected although we are not in an office together. ” Melina Jorizzo Surina Seetha, Performance Marketing Supervisor Surina has been with us for a few months now as part of Team Turbo, a media team. Her days at Mason Interactive include optimizing and implementing strategies for eCommerce clients and emerging fashion brands. Surina came to us from a larger agency, and after taking a short hiatus to teach English in Thailand. In her... --- ### Facebook Attribution: When the Partner Listens to Feedback - Published: 2020-10-08 - Modified: 2020-10-08 - URL: https://masoninteractive.com/2020/10/08/facebook-attribution-when-the-partner-listens-to-feedback/ - Categories: News & Events Unlike previously announced, Facebook's default attribution window will remain unchanged for the rest of 2020, and the changes are expected to roll out beginning of 2021. Last week we wrote about the upcoming update to Facebook’s attribution window from 28 to 7 days as the default, planned to take place on October 12th. This week, we want to bring you a new update on the topic from our friends at Facebook. The default attribution window will remain unchanged for the rest of 2020, due to a large influx of feedback from Facebook's agency partners like Mason interactive. Keep in mind that these are real time updates on information we receive, we’ll be sure to update this content if things change! Facebook’s plan to update the attribution window just before the big holiday push certainly came as a surprise to us all. Whereas the planned change isn’t going to impact ad performance, we weren’t particularly thrilled about it being rolled out during such a key time of year. What does this mean for you as an advertiser? Good newsConsistent data flowMinimal disruption to bidding algorithm (this can never be zero)Expecting an attribution window update in Q1 of 2021 Thank you for listening, Facebook, we appreciate having the extra data to navigate through the holiday season. --- ### New Client Alert - Kalista Beauty - Published: 2020-10-05 - Modified: 2020-10-05 - URL: https://masoninteractive.com/2020/10/05/new-client-alert-kalista-beauty/ - Categories: Clients Mason Interactive’s team will manage SEO & Paid Media for Kalista Beauty. The two channels will create a powerful funnel to attract and convert high quality traffic - both organic and paid. We are honoured to be selected as digital marketing partner for online beauty retailer Kalista Beauty.   Kalista Beauty’s philosophy is to make beauty accessible to all - from indie fan favorites to timeless classic luxury brands. The retailer achieves the best in pricing by leveraging an unrivaled sourcing network, cutting edge logistical & technological advances as well as a commitment to sustainable eco-friendly practices.   Mason Interactive’s team will manage SEO & Paid Media for Kalista Beauty. The two channels will create a powerful funnel to attract and convert high quality traffic - both organic and paid. Whereas SEO optimization will improve the website’s authority and help the site to rank higher on search engines, advertising campaigns will bring immediate results for Kalista Beauty. “The world needs more retailers like Kalista Beauty who can introduce new beauty brands to wider audiences”, says Mason Interactive CEO Brook Llewellyn Shepard. “Our team is excited to start the work, and we look forward to building a successful partnership - starting with the upcoming Holiday season. ” We are committed to provide excellent service, and support brands on their digital journeys. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. Learn more about Kalista Beauty here. --- ### Facebook Attribution: Goodbye 28 Day, Hello 7 Day Click - Published: 2020-10-02 - Modified: 2020-10-02 - URL: https://masoninteractive.com/2020/10/02/facebook-attribution-goodbye-28-day-hello-7-day-click/ - Categories: Paid Media As of October 12th, Facebook (and Instagram) are moving from a default 28 day click, to a 7 day click. On Sept 30th 2020, Facebook announced a change to its attribution model. As of October 12th, Facebook (and Instagram) are moving from a default 28 day click, to a 7 day click. This means that advertisers will see fewer sales reported in the Facebook platform, but that actual sales/leads/events tracked in your Salesforce/Shopify/CRM will not be affected. "Rolling this change out pre-holiday is surprising, but 2020 is the gift that keeps on giving. ” says Adrian Padron, Mason Interactive's Director of Media. “Facebook is adjusting its default attribution window because of upcoming digital privacy initiatives affecting multiple browsers, chiefly Chrome. These initiatives are expected to limit businesses' ability to measure peoples’ interactions across domains and devices. ” Said plainly, the 28 day default window, a crucial component in the Facebook algorithm, is about to be modified in response to Google Chrome limiting what the browser passes back to Facebook. This will have an impact on the capability of Facebooks’ machine learning. The logic seems to be, “Better to give the machine cleaner and more recent data, rather than spotty data from a larger window of time. ” What does this mean for you after October 12? Moving from a 28 day click attribution window to a 7 day click ultimately means fewer conversions being attributed to your Facebook pixelYou will have a better picture of the immediate impact of ads At Mason Interactive, no matter what vertical your partnership falls under, we always focus on your goals. Referencing the platform... --- ### Top 5 Most Common SEO Mistakes - Published: 2020-10-01 - Modified: 2020-10-01 - URL: https://masoninteractive.com/2020/10/01/top-5-most-common-seo-mistakes/ - Categories: SEO Keeping up with the ever-changing search engine algorithms and SEO best practices can be overwhelming. We listed five of the most common SEO mistakes you should avoid when starting an SEO campaign. A lot that goes into a successful SEO campaign. At times, keeping up with the ever-changing search engine algorithms and SEO best practices can be overwhelming. While some practices can be effective, some can significantly damage your search ranking. We listed five of the most common SEO mistakes you should avoid when starting an SEO campaign. 1. Choosing the Wrong Keywords & Keyword Stuffing Choosing the right keywords for your SEO campaign is extremely important. This basically dictates what you will appear for in search engine results pages (SERPs). For example, if your company sells “digital marketing services” you do not want to optimize for keywords like “traditional advertising” or “print advertising services”. Users searching for those keywords are not looking for digital marketing and will likely result in a bounce. You want to make sure that your services line up with a users’ search intent, so when they click on your result they find what they are looking for.   Keyword stuffing is another issue that occurs often. Google is a very intelligent machine and knows when something looks “spammy”. Stuffing a bunch of keywords into your copy will NOT increase your rankings. Google ranks websites based on the QUALITY and LENGTH of content. Pick a few high-value keywords and place them strategically throughout your content to maximize your SEO efforts. Check out this on-demand webinar for tips on how to choose the right keywords for your business. 2. Duplicate Content Understandably, it requires a lot of effort to... --- ### 5 Key Performance Indicators for Higher Education Marketing Professionals - Published: 2020-09-28 - Modified: 2020-09-28 - URL: https://masoninteractive.com/2020/09/28/5-key-performance-indicators-for-higher-education-marketing-professionals/ - Categories: Education Marketing Knowing your marketing metrics will help you make better informed decisions with your enrollment strategy. Align the higher education marketing KPIs to your goals and measure them regularly to track the progress of your marketing efforts. How do you measure the success of an enrollment marketing campaign? The obvious answer is, “How many enrollments did we get? ” and while that may be the ultimate goal, there are several other metrics to consider. A typical student enrollment journey involves multiple touchpoints including search, PPC ads, social media posts, and email campaigns. This path generates a ton of actionable data. Used smartly, data helps higher education marketing professionals justify marketing efforts and prove the value of marketing to the stakeholders. However, it can be difficult to decide which metrics to focus on and a common mistake is to measure activity, not results. Anything that doesn’t translate into new inquiries, enrollments, or overall profit, we refer to as a soft goal. While these data points - including social media followers, page views, or comments - may look impressive on the paper, they are not hard goals that drive the business forward. In this article we have listed the five best KPIs for higher education marketing professionals who want to run effective campaigns. Student Enrollment Funnel First, let’s take a look at the student enrollment funnel, or the admissions funnel. Often used by student recruitment and admissions professionals, it shows each stage a prospective student takes along the decision-making process from the initial stage when they first learn about your institution, to enrolling as a student. The purpose of marketing and admissions teams is to move prospects down the funnel, and provide useful content that reflects what prospects at... --- ### New Client Alert - The King's College - Published: 2020-09-21 - Modified: 2020-09-21 - URL: https://masoninteractive.com/2020/09/21/new-client-announcement-the-kings-college/ - Categories: Clients, Education Marketing We are excited to begin a new partnership with The King’s College, a Christian liberal arts college located in New York City. Dedicated to providing students with unparalleled education, The King’s College relies on four basic commitments: Christ, Curriculum, Community, and City to provide students with an education that will last a lifetime.   By leveraging Paid Media, the goal of the partnership is to introduce The King’s College to a pool of new prospective students, while engaging existing leads and referrals through remarketing tactics. Primary focus will be to promote the King’s Crossover hybrid program that lets students complete half of the coursework online and half in New York City. “The King’s College is a one-of-a-kind institution with a lot of potential and appeal”, says Mason Interactive CEO & Founder, Brook Shepard. “We take a personal approach to onboard new clients, and the first step is always to gain an in-depth understanding of the client’s unique needs, goals, and challenges. With that information, we are able to build a personalized media plan that drives desired results. ” Contact us or schedule a free marketing analysis with our digital marketing experts to start your journey. Learn more about The King’s College. --- ### Big Announcement: Mason Interactive Expands to North Carolina - Published: 2020-09-21 - Modified: 2020-09-21 - URL: https://masoninteractive.com/2020/09/21/big-announcement-mason-interactive-expands-to-north-carolina/ - Categories: Mason Culture, News & Events Mason Interactive is setting new roots in North Carolina and plans to open an office location in Charlotte, in addition to the HQ location in New York City. We are excited to announce that Mason Interactive is expanding to North Carolina.   In response to the COVID-19 pandemic, the new team in North Carolina continues to work remotely until it is safe to return into an office environment. In the coming months, we plan to open a new office location in Charlotte, North Carolina, in addition to the HQ location in New York City. The NYC headcount will remain static; additional hires will be in NC. “The expansion represents a significant commitment to the development of the agency, says Mason Interactive CEO & Founder, Brook Llewellyn Shepard. “As we were looking to increase our geographic reach, North Carolina was an obvious option. ” What does this mean for our clients? The expansion will enable us to recruit additional talent in North Carolina and further strengthen the range of our capabilities and services. The New York based team will continue to deliver services as usual to our existing clients, in collaboration with the team in North Carolina. The expansion won’t have an impact on our clients’ projects, deliverables, or the day-to-day communication between the client and their dedicated account team.   “I am amped about the future, and Mason Interactive setting new roots in North Carolina”, says Shepard. “While I look forward to building new relationships with local businesses in North Carolina, I want to take this opportunity to thank our existing clients and partners for their support in making the growth possible. “  --- ### TikTok Downloads Will Be Banned - What it Means for Advertisers? - Published: 2020-09-18 - Modified: 2020-09-18 - URL: https://masoninteractive.com/2020/09/18/tiktok-downloads-will-be-banned-what-it-means-for-advertisers/ - Categories: News & Events The new TikTok restrictions do not set limitations on advertising on TikTok, and the campaigns can run as usual. As of Sunday September 20th, TikTok will be removed from all United States app stores. Although users won’t be able to download the TikTok app from the store, users who have already downloaded the app may continue using the software. The new restrictions do not set limitations on advertising on TikTok, and the campaigns can run as usual. No immediate action is required from TikTok advertisers. At Mason Interactive we will continue to monitor developments in order to provide our clients with recommendations on their TikTok campaigns. Please contact your account manager at Mason Interactive if you wish to discuss your role as a TikTok advertiser in detail. We thrive to deliver the best possible results for our clients, across selected platforms. --- ### New Client Alert - Drew University - Published: 2020-09-18 - Modified: 2020-09-18 - URL: https://masoninteractive.com/2020/09/18/new-client-alert-drew-university/ - Categories: Clients We are excited to welcome Drew University, a liberal arts college located in Madison, New Jersey, to our roster of higher education clients. Drew University was established in 1867 and has since been providing a total enrollment of 2,000 students with high-quality education. Drew has a one-of-a-kind path to undergraduate education, which provides students with purpose, skill, and a large network of mentors. Drew is now offering all classes virtually and we are happy to be a partner during this uncertain time, while marketing still holds its value. The key focus of this partnership is to increase virtual student enrollment through a strategic combination of Paid Media and SEO services. Mason Interactive is dedicated to maintaining a strong and healthy relationship with Drew University while focusing on exceeding their goals through this uncertain time in higher education. “We are honored to partner with such a recognized higher education institution,” says Mason Interactive CEO & Founder, Brook Shepard. “Leveraging our team’s expertise in enrollment marketing, we look forward to growing and learning together as we work collaboratively to introduce Drew University to new prospective students. ” Contact us or schedule a free marketing analysis with our digital marketing experts to start your journey. Learn more about Drew University. --- ### Day in the Life of: SEO Manager Marissa - Published: 2020-09-15 - Modified: 2020-09-15 - URL: https://masoninteractive.com/2020/09/15/day-in-the-life-of-seo-manager-marissa/ - Categories: Mason Culture, SEO Here at Mason Interactive, we embrace close collaboration between our team of digital marketing specialists. Even virtually, we host regular happy hours and company outings to maintain our company culture. This is especially important when onboarding new employees virtually.   Marissa Bavaro, an SEO Manager, was our first team member to be welcomed to the Mason family virtually earlier this Summer. Let’s learn a little bit more about Marissa and how she is enjoying Mason so far. Who is Marissa Bavaro? Where do you live and how long have you been at Mason? I live in Long Island, NY and I joined Mason as an SEO Manager a few months ago. What is your favorite thing about Mason? I am loving how close-knit everyone is. Of course, we all have our own responsibilities, but we work together as a team and there is always someone ready and willing to help you if you need it. Do you have any hobbies, pets, etc. ? I just got a new kitten named Mochi! She's already the love of my life but besides her, my hobbies include pretty much anything creative: baking, painting, candle making, and crocheting. I love working with my hands to create something useful and beautiful! What does a typical work day look like for you? I start my morning with the 9:15 all-hands zoom call where we all go over the plan for the day. I then either get straight to work on client's websites, or I have a... --- ### Agency vs. In-House Marketing Team: 8 Reasons Why You Should Hire an Agency - Published: 2020-09-15 - Modified: 2020-09-15 - URL: https://masoninteractive.com/2020/09/15/agency-vs-in-house-marketing-team-8-reasons-why-you-should-hire-an-agency/ - Categories: Marketing Strategy Should you outsource or keep your marketing in-house? Partnering with an agency comes with benefits such as low cost, better ROI, access to the latest technology, wide skillset, and more! Businesses and organizations looking to scale their marketing are faced with a question: should I hire an in-house marketing team or work with an agency? Given the evolving landscape, personnel costs, technology savings, and the specialized nature of the labor, we have listed 8 key benefits of partnering with a marketing agency. #1 You Pay Less One of the biggest misconceptions is that hiring an agency is expensive. In fact, working with an agency usually costs you less than having an in-house team - and you have more flexibility. You save on recruiter fees, you save on training, you save on software, and you can dial the agency’s involvement up or down, according to your needs. #2 A Wider Range of Skills  A digital marketing plan needs a multitude of skill sets. Budgeting, copywriting, social media, creative, Google, video ads, emerging platforms, managing these pieces... these are all unique skills. Building a team packed with all this talent can take months from posting a job and conducting interviews until hiring best candidates and onboarding them to their new roles and company culture. When working with an agency, you get a pre-packed team of highly trained experts who have the right combination of skills. You will have the ideal full-time equivalent (s) who can jump in quickly and get your marketing programs running in no time - without complex hiring and salary costs.   #3 Better Return on Investment Agencies are result-driven; it is in our best interest to keep you... --- ### New Client Alert - Aya Paper Co. - Published: 2020-09-14 - Modified: 2020-09-14 - URL: https://masoninteractive.com/2020/09/14/new-client-alert-aya-paper-co/ - Categories: Clients, News & Events We are happy to announce that we have recently begun a new partnership with Aya Paper Co. - a sustainable stationary brand. Aya Paper Co. is defined by a natural earth tone palette, minimalist illustrations, and modern typography. All paper products are made from 100% recycled material, with cards for every occasion. SaVonne Anderson, Founder and Creative Director of Aya Paper Co. , is an advocate for environmental justice and wanted to ensure that her brand would not perpetuate climate change and pollution issues, also impacting communities of color.   The key focus of this partnership is to increase eCommerce sales and drive traffic via a long-term SEO strategy. “I look forward to starting this partnership with Aya Paper Co. ” says Mason Interactive CEO & Founder, Brook Llewellyn Shepard. “This brand has great values that Mason Interactive stands behind and we are excited to help them grow and thrive in the digital space. ” We are dedicated to providing our clients with attention to detail and support while starting their digital marketing journey with us. Contact us or schedule a free marketing analysis with our digital marketing experts to take the first step on your journey. Learn more about Aya Paper Co. here. --- ### New Client Alert - Rucker Roots - Published: 2020-09-09 - Modified: 2020-09-09 - URL: https://masoninteractive.com/2020/09/09/new-client-alert-rucker-roots/ - Categories: Clients We are happy to announce that we have recently begun a new partnership in the beauty space, an all natural hair care brand - Rucker Roots. Ellen and Ione, founders of Rucker Roots - as well as sisters - started their brand in 2015 with a belief that healthy hair starts at the root. All of the Rucker Roots hair products are derived from vegetable roots such as Carrot Root, Ginger Root, and Turnip Root.   The key focus of this partnership is to build a long-term SEO strategy that will increase brand awareness and drive eCommerce sales. “We are extremely excited to add Rucker Roots to our growing roster of beauty clients” says Mason Interactive CEO, Brook Llewellyn Shepard. “We look forward to a successful, long-term partnership with Ellen and Ione. ” We are committed to providing brands with excellent service and support on their digital journeys. Contact us or schedule a free marketing analysis with our digital marketing experts to take the first step on your journey. Learn more about Rucker Roots. --- ### Webinar Recap: The Secrets of SEO for eCommerce - Published: 2020-08-26 - Modified: 2020-08-26 - URL: https://masoninteractive.com/2020/08/26/webinar-recap-the-secrets-of-seo-for-ecommerce/ - Categories: News & Events, SEO Mason Interactive’s digital marketing webinar series continued with a webinar titled: The Secrets of SEO for eCommerce. Webinar hosts Jenna Vaccaro, Director of SEO, and Brook Shepard, Founder & CEO of Mason Interactive, explored how search engine optimization can be used to attract more shoppers to an online store, and gave tips on SEO best practices.   In short, the webinar covered the SEO fundamentals every eCommerce business owner and marketing professional can learn from. Watch the webinar replay or continue reading for the key highlights.   What is SEO and Why it Matters Search Engine Optimization is the scientific art of optimizing a website around specific keywords in order to rank higher in search results, such as Google. The science behind SEO is to understand Google’s algorithm and to use those indicators for optimization. This is combined with creativity (art) that goes into content, images, and messaging. When talking about digital marketing, businesses are more inclined to invest in advertising because of the immediate results. SEO is often underestimated as a marketing channel, however, looking at analytics of any eCommerce store, organic traffic is usually the best converting channel.   “What we see with our clients in general is that people are willing to spend money on advertising but not so much on SEO”, says Brook. “Our recommendation is to make SEO a priority - it converts better and is cost-efficient-, alongside media buying. With the Holiday season coming up, there is still time to get ready and double... --- ### Day in the Life of: SEO Account Manager Molly - Published: 2020-08-24 - Modified: 2020-08-24 - URL: https://masoninteractive.com/2020/08/24/day-in-the-life-of-seo-account-manager-molly/ - Categories: Mason Culture At Mason Interactive, we pride ourselves on our company culture, and on our close-knit team of digital marketing specialists who collaborate together seamlessly to deliver best-in-class digital marketing solutions. Since we began working remotely in March, we have maintained the same level of collaboration through daily all-hands Zoom meetings, weekly team challenges, virtual team building exercises, and well, Slack of course. As we are all embarking on this new way of working virtually together, we want to give you an opportunity to meet the digital experts of Mason Interactive. This month on spotlight is SEO Account Manager Molly From who shares what her days are like at Mason Interactive, and what she thinks of working from home. Who is Molly From? Where do you live and how long have you been at Mason? I live in Westwood, NJ and I have been at Mason about 3. 5 years now. I started as an intern and after I graduated I started working full-time. What do you do at Mason? I am an SEO Account Manager for Team Rocket and I also help out the sales and marketing team (Team Killer). I graduated from Ramapo College of New Jersey with a Bachelors of Arts in Communication. Working at Mason has really taught me so much about the advertising industry and everything I do today as an Account Manager, I have learned at Mason. What is your favorite thing about Mason? My coworkers 100%. It has been a shame not being able to... --- ### 5 Ways COVID-19 Has Changed The Way We Work (so far) - Published: 2020-08-19 - Modified: 2020-08-19 - URL: https://masoninteractive.com/2020/08/19/5-ways-covid-19-has-changed-the-way-we-work-so-far/ - Categories: Mason Culture We have adopted new ways of working, communicating, and maintaining company culture. These are the five work routines we look differently today than we did in the pre-pandemic world. The recent pandemic has changed a multitude of things in what seems like most facets of our life. Routines that had previously seemed essential have all but disappeared. Parts of our home that were previously overlooked have suddenly become valuable work from home spaces. Within the past months we have had to reimagine the concept of a workplace and adopt new ways of working, communicating, and embracing company culture. We took a moment to list five everyday work routines we look differently today than we did in the pre-pandemic world. Slack and Zoom: The New Essentials The days of casual conversion over the water cooler are over (for now). With the majority of companies electing to have employees work from home; many people have been tasked with becoming masters of channel-based messaging and video communication platforms, such as Slack and Zoom. For the most part, however, this can largely benefit the business world as a whole. Those that had previously been uncomfortable setting up video meetings or interacting with clients via channel-based messaging will now have the confidence to navigate these platforms.   Of course, there are some obvious drawbacks when you eliminate face-to-face communication from the equation. Answers that could previously be obtained by strolling over to your co-worker’s desk now takes longer to get a response; among other things. However, as we keep adjusting to the new remote workplace, we become more accustomed to the virtual communication.   Are We Still Taking Breaks? It can be very easy... --- ### New Client Alert - Georgia Louise - Published: 2020-08-17 - Modified: 2020-08-17 - URL: https://masoninteractive.com/2020/08/17/new-client-alert-georgia-louise/ - Categories: Clients Mason’s team will be responsible for managing all advertising for Georgia Louise skincare devices and tools, with an emphasis on Georgia Louise skincare products. We are happy to announce that we have recently signed up a new client in the beauty space, an innovative skincare brand Georgia Louise. British born Georgia Louise Vassanelli has been rated as one of the world’s most sought after facialists, and her celebrity clients include Jennifer Aniston, Emma Stone, Gwyneth Paltrow, and Alexander Wang. In addition to her ateliers in Manhattan’s Upper East Side and Los Angeles, Georgia has her own skincare product and device line, Georgia Louise. Key focus of the new partnership is to build a long-term digital marketing strategy that will drive brand awareness and increased eCommerce sales. Mason’s team will be responsible for managing all advertising for Georgia Louise skincare devices and tools, with an emphasis on Georgia Louise skincare products.   We are proud to add Georgia Louise to our client portfolio. With a distinguished reputation in the beauty industry, Georgia’s skincare line has everything you need to win the direct to consumer game, says Mason Interactive CEO Brook Llewellyn Shepard. “What Mason’s team will bring to the table is an in-depth knowledge of the beauty space and best-in-class eCommerce tactics and technology.   We are committed to provide excellent service, and support brands on their digital journeys. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. Learn more about Georgia Louise here. --- ### Mason Interactive Recognized on Inc. 5000 list of America’s Most Successful Companies - Published: 2020-08-12 - Modified: 2020-08-12 - URL: https://masoninteractive.com/2020/08/12/mason-interactive-recognized-on-inc-5000-list-of-americas-most-successful-companies/ - Categories: Mason Culture, News & Events Inc. magazine revealed today that Mason Interactive is included on its annual Inc. 5000 list, the most prestigious ranking of the nation’s fastest-growing private companies. The list represents a unique look at the most successful companies within the American economy’s most dynamic segment—its independent small businesses. Intuit, Zappos, Under Armour, Microsoft, Patagonia, and many other well-known names gained their first national exposure as honorees on the Inc. 5000. “We are proud to be named on the Inc. 5000 list of the fastest-growing companies in the nation, and thankful to our team, our clients, and our partners for their support”, says Mason Interactive Founder and CEO Brook Llewellyn Shepard. “It’s a testament to our team’s hard work and our dedication to grow the agency by delivering the best possible digital marketing services. ” Shepard predicted further growth for the future, referring to the agency's expanding client portfolio and partnerships with industry-leading vendors. He also hinted of more exciting growth news to come this fall. “While we grow the business and our range of services, we will continue putting our clients first, and give them the same level of attention we did when Mason Interactive first opened its doors in 2009", he shared. "Embracing close collaboration, and building strong client-agency relationships is what separates us from other agencies, and I believe that has had a significant impact on our rankings. ”Brook Llewellyn Shepard Not only have the companies on the 2020 Inc. 5000 been very competitive within their markets, but the list... --- ### Paid Media vs. SEO: Which is Better for Your Business? - Published: 2020-08-10 - Modified: 2020-08-10 - URL: https://masoninteractive.com/2020/08/10/paid-media-vs-seo-which-is-better-for-your-business/ - Categories: Paid Media, SEO One of the most common questions we get from prospective clients is “What is the difference between Paid Media and SEO? ” To answer this question simply, Paid Media is when you pay for your position on SERP (Search Engine Ranking Page) or other media channels. SEO, or search engine optimization, is the process of increasing the quality and quantity of traffic to your site and ranking on SERP organically.   For emerging brands, or brands who are looking to partner with a digital marketing agency for the first time, jumping into too much at once can be daunting, or sometimes even impossible due to limited budgets. In this article, we have highlighted the main benefits of each service, Paid Media and SEO, to help you decide which service (or both) is the best fit for your business. Renting Your Apartment or Owning Your Home? We use a special analogy when making a distinction between Paid Media and SEO. Paid Media services are very similar to renting your apartment. You are paying monthly for a great location and easy access to everything you need. However, as soon as you stop paying your rent, you get kicked out and can no longer enjoy that perfect location. SEO services are similar to buying your home. Yes, you do have to save up for a little while, and take care of a few monthly responsibilities to keep up with, like mortgage payments and electric bills. However, you own this home, and no one... --- ### New Client Alert - Fire Cider - Published: 2020-08-06 - Modified: 2020-08-06 - URL: https://masoninteractive.com/2020/08/06/new-client-alert-fire-cider/ - Categories: Clients Our team will be develop a paid media strategy that aims to boost brand awareness and bring the amazing products Fire Cider has to offer in front of new audiences. We are excited to start our work with Fire Cider, a vibrant family-owned business that produces energizing apple cider vinegar products. Fire Cider provides the highest quality apple cider vinegar tonics that are infused with an energizing punch of superfood ingredients including turmeric, ginger, garlic, lemons and oranges - all designed to support your health and vitality. Mason Interactive’s team will be developing a full paid media strategy that aims to boost brand awareness and bring the amazing products Fire Cider has to offer in front of new audiences. Through the new advertising campaigns, we expect to not only drive increased online sales, but also to build a strong group of returning customers, and drive brand loyalty.   Fire Cider is a fresh addition to our family of CPG brands. I can’t wait to team up and help take their direct-to-consumer efforts to the next level, says Mason CEO Brook Llewellyn Shepard. “Within the recent years, we have built a solid reputation in the eCommerce space, and as we grow our client portfolio today, we also grow the size and strength of our team. ” We are committed to provide excellent service, and support brands on their digital journeys. Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. Learn more about Fire Cider and all of their amazing products. --- ### 2020 Holiday Preparation Starts Now - Published: 2020-08-06 - Modified: 2020-08-06 - URL: https://masoninteractive.com/2020/08/06/2020-holiday-preparation-starts-now/ - Categories: Marketing Strategy We spoke with Mason’s Director of Media, Adrian Padron, about Holiday trends and why this year is shaping to be different than others. He also shared insights on how his team is preparing for the busiest sales period of the year. Summer is in full swing, but at Mason Interactive our focus is already on Black Friday and the upcoming Holiday season. 2020 has been an interesting year this far, to say the least, and while things are still not “back to normal”, it is more important than ever for businesses to start planning their holiday strategies well in advance.   We spoke with Mason’s Director of Media, Adrian Padron, about Holiday trends and why this year is shaping to be different than others. He also shared insights on how his team is preparing for the busiest sales period of the year.   Adrian, what is 2020 looking like in the digital advertising world?   The Coronavirus certainly flipped our lives upside down, and for advertisers this meant quick strategic shifts, or even pausing advertising all together. This year has also created new opportunities when it comes to eCommerce. Since the pandemic first hit in March, we saw significantly higher add-to-cart activities and online interactions with our clients’ brands and products. The leading eCommerce platform Shopify recorded higher traffic volumes in March compared to the traffic normally during the Holiday season. The trend has continued throughout the Summer while people are still spending more time at their homes and browsing online.   With all the uncertainty, it is impossible to predict what the second half of 2020 will look like. If it is anything like the first half of the year, the 2020 Holiday season can become the biggest online sales... --- ### Webinar Recap: TikTok Ads 101 - Published: 2020-08-05 - Modified: 2020-08-05 - URL: https://masoninteractive.com/2020/08/05/webinar-recap-tiktok-ads/ - Categories: Marketing Strategy, News & Events Our digital marketing webinar series continued with a TikTok Advertising masterclass to explore the true potential of TikTok as a new challenger in the digital advertising landscape. Mason Interactive’s digital marketing webinar series continued with a TikTok Advertising masterclass. Webinar hosts Chris Kelly (Emerging Media Specialist), and Adrian Padron (Director of Media) explored the true potential of TikTok as a new challenger in the digital advertising landscape. Watch the full TikTok Ads 101 webinar, or read the highlights below for TikTok best practices and expert tips. Facebook and Google have long held a duopoly in the paid media space, with unbeatable reach and inventory that drives incredible results for advertisers through automation and machine learning. At Mason Interactive, TikTok Ads have been on our radar since its beta release, and we were privileged to onboard some of our clients early on. In mid July, TikTok Ads became available to the public. This means every business can now create, launch and monitor ads through TikTok Ads. But exactly how easy it is to navigate the platform and run successful campaigns? Is TikTok the right platform for your business? TikTok, one of the fastest growing social media platforms, has 84 million monthly active users in the United States. “A quarter of the entire US population actively uses TikTok. 77% of these users are Gen Z and Millennials, and for advertisers this means a huge opportunity to reach a very specific demographic that might be impossible to find on other platforms”, Chris starts the webinar.   “Advertisers cannot underestimate the importance of Gen Z and their purchasing power”, Adrian adds. “It is very important to build interest and nurture this... --- ### Google Drops Commission Fees for "Buy on Google" - Published: 2020-07-31 - Modified: 2020-07-31 - URL: https://masoninteractive.com/2020/07/31/google-drops-commission-fees-for-buy-on-google/ - Categories: Google, News & Events Google has introduced series of changes to make eCommerce more accessible to retailers of all sizes. Biggest benefit being zero Google commission for sellers. Google has introduced various initiatives this year with a goal to make eCommerce more accessible to retailers of all sizes. Among the benefits for sellers, the tech giant removed product-listing fees on Google Shopping, and brought free listings to Search as well. Last week Google announced a series of new changes that included a move to zero Google commission for purchases made through "Buy on Google" (aka Shopping Actions). This means that brands and retailers who participate in the Buy on Google checkout experience will no longer have to pay a commission fee. Effectively, this move will attract a broader range of retailers - and shoppers - to Google Shopping, and help the tech giant better compete against the major players in the eCommerce world.   What this means for you? If you’re brand new to selling on Google through Shopping Actions, you will be invited to onboard directly to this new 0% commission version of the program.   If your store is already live on the platform, you will be invited to migrate your account to the new version with 0% commission over the next few weeks. Starting July 30, your commission rate will be automatically capped at 5% or less.   Make digital commerce more accessible In addition, Google will open up its platform to third-party providers, starting with Shopify for inventory and order management and PayPal and Shopify for payment processing. This allows retailers to continue using the tools and services that already work for their business... --- ### New Client Alert - Wholesome Crave - Published: 2020-07-30 - Modified: 2020-07-30 - URL: https://masoninteractive.com/2020/07/30/new-client-alert-wholesome-crave/ - Categories: Clients The Wholesome Crave partnered with Mason Interactive to go direct-to-consumer in a big way with a new SEO strategy that while focuses on growing SEO traffic & revenue. We are honoured to welcome Wholesome Crave to our roster of clients.   Founded by a four-time James Beard Award winning chef Michel Nischan, Wholesome Crave works toward providing healthy, sustainable food to American families. A portion of the gross sales from Wholesome Crave products will benefit Wholesome Wave, a non-profit food equity organization. The Wholesome Crave team brings decades of food industry experience to the table and enlisted Mason Interactive to go direct-to-consumer in a big way. As we begin to think thoughtfully about their Organic (SEO) strategy and roadmap, we aim to increase visibility, brand awareness, and navigate consumers to their plant-forward soups and products, while focusing on growing their SEO traffic & revenue. Wholesome Crave is a visionary in their space, backed with a charitable mission, and we are excited to be working with them, says Mason CEO Brook Llewellyn Shepard. “The growth in clients we have seen in the past months shows the growing demand for digital advertising services. We have recently expanded our SEO team, and are fully equipped, and stronger than ever, to take on new SEO clients. “ We are committed to provide excellent service, and support brands on their digital journeys. Sign up here to schedule a free consultation with our digital experts, and take the first step on your journey. More about Wholesome Crave here. --- ### Mason Team is Growing - Published: 2020-07-28 - Modified: 2020-07-28 - URL: https://masoninteractive.com/2020/07/28/mason-team-is-growing/ - Categories: Mason Culture We are growing our team of digital experts and are excited to introduce the newest team members; Marissa (SEO team) and Katie (Paid Media team). 2020 is a whirlwind. In addition to helping our existing clients navigate the evolving landscape, we have had the privilege to welcome new, inspiring brands to the Mason family. While our client portfolio is growing, we are also growing our team of digital experts and are excited to introduce our newest team members; Marissa and Katie. Marissa Bavaro, SEO Account Manager Marissa is the latest addition to our growing team Rocket (SEO). Her days at Mason Interactive include developing and implementing SEO strategies on behalf of our clients, auditing client websites, conducting keyword research, preparing reports and monitoring performance in order to improve our clients’ results, efficiency, and profitability. Marissa started her career in account services and had the opportunity to grow her passion of digital marketing into an SEO career. She graduated from Stony Brook University with a degree in Marketing and a minor in Media Arts. With the ever changing landscape of search, Marissa always keeps up with the latest SEO trends that help her clients rank in the SERPs. What she finds most interesting about her job is seeing how people's minds work when they search and what makes them convert. When she's not optimizing for keywords, Marissa likes to stay creative with art projects, cooking and baking, and her newest hobby is candle making. Katie Sutphin, Marketing Associate Katie started as an intern at Mason Interactive in January 2020, and earlier this Summer she became a part-time member of team Turbo (Media). Her typical day at... --- ### SEO 101: What is Essential? - Published: 2020-07-27 - Modified: 2020-07-27 - URL: https://masoninteractive.com/2020/07/27/seo-101-what-is-essential/ - Categories: SEO SEO, or Search Engine Optimization, is the organic practice of increasing both the quality of traffic to your website as well as the quantity of traffic. Not only does SEO appeal to search engines, but it is also highly involved in understanding users and their behavior.   When we talk about organic, we are talking about non-paid advertising. When a user searches for something and gets taken to a SERP (search engine ranking page), normally, the top three results are paid advertisements. Everything after those ads are organic search results, and the first page of results are where you want your site to live.   If you are new to SEO, or are looking to increase your organic efforts, continue reading to learn about some of the steps Mason Interactive suggests to improve your site and rank higher. Don’t Overlook Meta Titles & Descriptions The main purpose of meta titles and descriptions are to tell users what your pages are about at a quick glance. Here are a few best practices to keep in mind when writing meta titles and descriptions: Keep title tag under 60 characters and descriptions under 160 charactersInclude target keywords Avoid keyword stuffing and try to keep it short and sweetWrite unique meta titles and descriptions for each pageTry to include a call to action URL Structure: Keep it Short and Sweet Having a proper URL structure is important for both users and search engines to get an idea of what a page will be about.... --- ### New Client Alert - Olive + M - Published: 2020-07-13 - Modified: 2020-07-13 - URL: https://masoninteractive.com/2020/07/13/new-client-alert-olive-m/ - Categories: Clients Skincare brand Olive + M partners with Mason Interactive with a goal to drive online sales through a strategic mix of Paid Search and Paid Media tactics. A skincare brand Olive + M, is the latest addition to Mason Interactive’s roster of beauty clients.   Olive + M is an olive oil-based skincare company with a robust wholesale business. They use natural, plant-based ingredients with the belief that what you put on your body, is just as important as what you put in your body. The new partnership aims to raise Olive + M’s D2C profile, driving increased online sales through a strategic mix of Paid Search and Paid Media tactics across a variety of platforms. Combined with Mason Interactive’s extensive experience within the beauty space, and the agency’s ever-growing technology stack and robust partnerships with industry leading platforms, Olive + M will enjoy access to the best strategies and user experience the market has to offer. Our team is dedicated to building a strong online presence for Olive + M, and we are looking forward to the upcoming kickoff meeting with the client to ensure their new, customized advertising plan is aligned with their business objectives and needs, says Mason CEO Brook Llewellyn Shepard. “We’ve seen beauty, particularly skincare, brands thrive in the current climate, and the season is looking very promising for online sales. ” We are committed to provide excellent service, and support brands on their digital journeys. Sign up here to schedule a free consultation with our digital experts, and take the first step on your journey. Read more about Olive + M. --- ### New Client Alert - MilkMoney - Published: 2020-07-10 - Modified: 2020-07-10 - URL: https://masoninteractive.com/2020/07/10/new-client-alert-milkmoney/ - Categories: Clients The online fashion retailer partners with Mason Interactive to increase site traffic, conversions rates and brand exposure through digital advertising. We are proud to welcome MilkMoney, an online fashion retailer, to our roster of fashion clientele. MilkMoney is an exciting, vibrant shopping destination, made for the modern woman. While you’re juggling work, school, family, friends, self-care, and so much more, MilkMoney offers today for popular women's clothing, beauty must-haves, trendy accessories you need to look good while you do it all. Mason Interactive will work with MilkMoney to deliver a mix of data-driven, performance-focused digital advertising services, to increase high-quality site traffic, conversion rates and overall brand exposure. At the base of the strategy will be continuous performance monitoring and optimization to ensure MilkMoney’s advertising campaigns deliver maximum results throughout the partnership.   “We are very excited to begin our partnership with MilkMoney and explore prosperous growth opportunities together,” says Mason CEO Brook Llewellyn Shepard. “E-commerce is booming in the current market environment, and with the right use of digital tactics, online retailers have huge potential to succeed. ” We are committed to provide excellent service, and support brands on their digital journeys. Sign up here to schedule a free consultation with our digital experts, and take the first step on your journey. Read more about MilkMoney. --- ### Update from CEO: July Boycott - Published: 2020-07-08 - Modified: 2020-07-08 - URL: https://masoninteractive.com/2020/07/08/update-from-ceo-july-boycott/ - Categories: News & Events We appreciate the July Boycott initiative. None of Mason Interactive's clients, majority Direct-to-Consumer brands, are pulling July media spend on Facebook or Instagram. We appreciate the July Boycott initiative. That said, we want to emphasize that this initiative is being supported by large companies such as Verizon, Unilever, Coca-Cola and others. It should be noted that these companies do not sell their products to end consumers online. As a result, this initiative, which we support, will not be detrimental to their business; it will generate positive PR but ultimately not hurt their bottom line - Coca Cola can shift its spend to NBC easily. None of Mason Interactive's clients, are pulling July media spend on Facebook or Instagram. The small/medium/large companies in our portfolio focus on maintaining revenue streams in July due amid market volatility. This volatility is ongoing since March. The exit of large-brands-budgets in July will be beneficial for the businesses that stay on Facebook, as reduced competition should generate lower costs for our clients. That said, at Mason Interactive, we are here to support our partners in whatever position they decide to ultimately take. We are always actively looking for new ways to diversify our ad partner portfolio and look forward to continuing to grow in our efforts together. Thanks! Brook --- ### Industry Update: Latest Trends in Advertising Spend - Published: 2020-06-25 - Modified: 2020-06-25 - URL: https://masoninteractive.com/2020/06/25/industry-update-latest-trends-in-advertising-spend/ - Categories: Marketing Strategy, Paid Media The cost of advertising online for our direct-to-consumer clients is now higher than it was in March, and is approaching Black Friday/Cyber Monday levels. And update from Brook, Mason Interactive Founder & CEO: I wanted to take a few minutes to think through some trends that we're seeing across our direct-to-consumer brands here at Mason Interactive. If you have attended any of our webinars, you will know that we have seen the following trends: Starting in Mid March, advertisers pulled out of the market, while at the same time, more people were online. Laws of supply and demand meant that online advertising got much cheaper, very quickly. Anyone who had the wherewithal to stay in-market essentially got ½ off their advertising spend. At the same time, Conversion % - the rate at which a click to a website turned into a sale - stayed about flat, with the following caveats:It’s a discount environment. Customers expect a sale. Not everyone saw this.  Some clients (skincare) did better while some (travel products) did worse. These trends are a product of political unrest, and COVID-19, and the resultant combined effect on the economy. What we have seen over the last few weeks is a steep and sudden reversal of these CPM’s. The cost of advertising online for our direct-to-consumer clients is now higher than it was in March, and is approaching Black Friday/Cyber Monday levels. CPM vs Click-to-Conversion Rate, Mason Interactive D2C Clients March 1st - June 16th I will say that this is not what we saw last year; this is not seasonal and this is definitely a new trend.  What this means for our clients... --- ### Build your Digital Storefront Effortlessly with Shops on Instagram - Published: 2020-06-24 - Modified: 2020-06-24 - URL: https://masoninteractive.com/2020/06/24/build-your-digital-storefront-effortlessly-with-shops-on-instagram/ - Categories: eCommerce, Marketing Strategy Shops on Instagram brings users an immersive experience and a full-screen storefront, enabling businesses to introduce their brand and products to customers. Instagram has recently introduced a new shop feature, Shops on Instagram, in order to support businesses with their shift to e-commerce during the COVID-19 crisis. Shops on Instagram, currently in alpha stage, brings users an immersive experience and a full-screen storefront, that enables businesses to build their brand story and drive product discovery across the platform. In this article, we explore what Shops on Instagram does, and what are the benefits for businesses, as well as for Instagram users.   What is Shops on Instagram? With Shops on Instagram customers can visit a brand’s shop from the Instagram profile or through Feed and Stories. Once in a shop, customers can browse products, explore collections and even purchase products. All this happens seamlessly through Instagram’s in-app browser, or from a web browser where checkout on Instagram is enabled. Keep in mind that this is an upgrade to the current shop experience that exists on Instagram. With shops, Instagram wants to give customers a place to experience the joy of shopping versus the chore of buying. Businesses can customize the shopping experience through collections, and curate products into themes that tell the brand story. What are the benefits? This native shopping experience provides users a personalized, streamlined experience with the ease of browsability, and safety to explore products without having to worry about security risks. For businesses, Shops on Instagram is an easy way to improve the digital storefront, and get their brand and products found by customers. The real benefit will... --- ### Webinar Highlights: Measuring Enrollment Marketing Success - Published: 2020-06-23 - Modified: 2020-06-23 - URL: https://masoninteractive.com/2020/06/23/google-mason-webinar-highlights-measuring-enrollment-marketing-success/ - Categories: Education Marketing, News & Events In our education webinar with Google we discussed the latest marketing trends and tactics in the higher education marketing landscape. This month, we hosted a higher education webinar alongside Google to discuss the digital marketing trends and tactics we are seeing in the education sphere surrounding the COVID-19 pandemic. If you missed the webinar, here are the highlights from Mason Interactive’s Brook Shepard and Google’s Stephanie Schmitt.   Lower Advertising Costs for Institutions No matter your institution’s size and budget allocation for marketing efforts, you want to make sure that you are getting the most value for your advertising budget. In such uncertain times as the past few months, you may have re-evaluated your marketing efforts in order to cut costs.   Since March, many colleges and universities have dropped media spend, and some have gone completely dark. For those that kept media spend live, the Cost Per Impression (CPM) dropped more than 50% from March 1st to April 4th. This meant that media was cheaper if you stayed in the game.   “Today, you can convert students more profitably at a lower rate” At Mason Interactive, we saw the conversion rates (CVR) holding fairly steady across our higher education clients. “When your CVR is holding steady and the media is cheaper, you will convert students more profitably at a lower rate”, says Brook.   Let’s Talk Attribution Most of our higher education clients use either First Touch Attribution or Last Touch Attribution. First Touch Attribution is usually a display campaign where you are getting your institution in front of new eyes. Last Touch Attribution is normally a remarketing campaign... --- ### Advertising on TikTok: What You Need to Know - Published: 2020-06-18 - Modified: 2020-06-18 - URL: https://masoninteractive.com/2020/06/18/advertising-on-tiktok-what-you-need-to-know/ - Categories: Marketing Strategy, Paid Media Is TikTok advertising the right fit for your business? Here's an overview of the platform and what advertising options are currently available. With over 800 million active users in 2020, TikTok has quickly become Gen Z’s most-popular social sharing platform. In 2018, TikTok surpassed Instagram and Snapchat as the #1 free app in the Apple Store. TikTok’s attraction is based on an endless stream of entertaining, short-form videos, containing stimulating effects and music, and often features lip syncing, dancing, or funny pets. As an advertising platform, it can be a goldmine for businesses. Mason Interactive is privileged to be one of the few agencies with access to TikTok Ads beta release. This means our clients can immediately launch their campaigns on TikTok (otherwise the self-serve ad platform is available only by request), and have the support of a trusted partner on a platform that can otherwise be challenging to advertise on. TikTok in a nutshell TikTok is most popular amongst young adults and teens, thanks to its creative and fun approach to social sharing. 66% of TikTok users are under the age of 30, making it an ideal platform for any business marketing to a younger audience. Even if your product is for older audiences, it may be a good idea to monitor the demographics: because TikTok is still a fairly new app, the audience will evolve over time, just as Facebook and Instagram have evolved. With only 2,000 individual advertisers, TikTok opens up an uncluttered audience for any size business. While big brands, including Netflix, Apple and Walgreens, have already discovered TikTok’s potential, there’s an equal opportunity for smaller brands to... --- ### New Client Alert - Kelley Cawley - Published: 2020-06-09 - Modified: 2020-06-09 - URL: https://masoninteractive.com/2020/06/09/new-client-alert-kelley-cawley/ - Categories: Clients We are pleased to announce that a fashion retailer Kelley Cawley has selected Mason Interactive as their digital advertising partner. We are pleased to announce that a fashion retailer Kelley Cawley has selected Mason Interactive as their digital advertising partner. Previously focused on brick and mortar, Kelley Cawley wanted to find an expert agency who could help the brand strengthen its digital presence and drive increased online sales. The new partnership with Mason Interactive aims to grow the e-commerce business by acquiring new customers through media channels such as Facebook and Instagram, and attracting high-quality traffic to its online store.   E-commerce is soaring worldwide, and Mason Interactive is proud to support businesses with their shift to digital, says Mason CEO Brook Llewellyn Shepard. “We are excited to begin the work with Kelley Cawley, and introduce the brand to new audiences by leveraging our team’s expertise and knowledge in the direct-to-consumer space. ” We are committed to provide excellent service, and support brands on their digital journeys. Sign up here to schedule a free consultation with our digital experts, and take the first step on your journey. Read more about Kelley Cawley here. --- ### The Most Recent Google Algorithm Update Explained - Published: 2020-05-22 - Modified: 2020-05-22 - URL: https://masoninteractive.com/2020/05/22/the-most-recent-google-algorithm-update-explained/ - Categories: SEO It should come to no surprise that search engines and platforms like Google are constantly evolving and making changes to improve user experience with quality content across the online universe . The technology giant Google released a new algorithm update on May 4th that has affected some industries more than others. Mason Interactive Director of SEO, Jenna Vaccaro, walks us through a high-level overview of what the update means and how your business might be affected. “Most of Google’s core updates prioritize getting rid of web pages that have poor quality content,” Jenna says. “The first thing their intelligence is scanning through are websites with blurbs of content that are spammy* and not authoritative. ” * spammy: denoting, relating to, or constituting Internet spam. We are talking about the biggest areas of change, and that means for the better or for worse. Websites focused on fitness, holistic medicine, banking and financial industries were affected the most.   “In this algorithm update, Google is scanning through all of these websites and they’re giving less priority to the ones that are spammy and more priority to the ones that they are deeming as more authoritative and credible from a content standpoint. ” Local content is also being prioritized. “If there’s spammy content on a website that has locations in 50 states and a page built out for each city or state, Google flushed out content that doesn’t offer information to the user. ” If you have a physical address or storefront, you... --- ### Webinar Highlights: Stay in the Market with a Reduced Marketing Budget - Published: 2020-05-15 - Modified: 2020-05-15 - URL: https://masoninteractive.com/2020/05/15/webinar-highlights-stay-in-the-market-with-a-reduced-marketing-budget/ - Categories: eCommerce, Marketing Strategy Pivot your objectives and positioning, while controlling the overall advertising cost, and drive good quality traffic to your website. The current e-commerce landscape can be challenging to navigate, to say the least. Logistics challenges, production disruptions, cash flow issues, and changing consumer behavior is creating uncertainty for many businesses.   In our latest e-commerce focused webinar, Mason Interactive Founder, Brook Shepard, and Adrian Padron, Director of Media, weighed in on questions all business stakeholders are facing today: how to stay in the market and on the top of your customer’s mind. We summarized the key takeaways from the webinar, including a case study of our client who successfully pivoted their strategy to drive long term revenue. The electric vehicle analogy To illustrate the importance of staying in-market, Brook shared an analogy around EV’s (Electric Vehicles): Imagine a bucket that could hold all the potential EV buyers in America. It would be’d be a pretty big bucket. The hard truth for car manufacturers, though, is that EV’s cost $12,000 more to produce than vehicles powered by internal-combustion engines; carmakers often struggle to recoup these costs through pricing alone. As a result, car manufacturers stand to lose money on almost every electronic vehicle sold. So, in the current economic environment, most manufacturers are shuttering EV production and furloughing staff. “If we’re all going to buy electric vehicles soon, then they should be staying in the market and continuing to improve technology to make these cars more effective. Now, imagine being the one EV manufacturer who continued advertising and improving their product during these months. Don’t you think they would have a... --- ### Demand for Higher Education Continues to Grow - Published: 2020-05-13 - Modified: 2020-05-13 - URL: https://masoninteractive.com/2020/05/13/demand-is-booming-for-higher-education/ - Categories: Education Marketing Low advertising costs and increased demand has created a huge opportunity for higher education. Capitalize on increased demand and exceed enrollment goals – at lower cost. Higher Education is undergoing a surge in demand in the midst of ongoing economic uncertainty. If there is a silver lining to this environment, it’s that colleges and universities have an entirely new audience of prospective students. Dynamic schools are thriving. We interviewed Andrew Womble, the leader of the education media team at Mason Interactive, for expert insights on education trends. Andrew has been working closely with our higher education clients through the pandemic to pivot their advertising strategies, and optimize campaigns for best performance. He shared the tactics his team used to tap into this new market opportunity and help our clients exceed their goals - with reduced budgets.   Andrew, what does the higher education market look like today? Higher education is in huge demand. We have seen a significant increase in education-related search queries over the past 6 weeks. With a rising number of people left home without a job, whether unemployed or furloughed, the education market has an entirely new audience looking to explore alternative career paths. Historical data supports this trend; we saw a similar education boom during the 2008 market crash. "Without a doubt, May will bring similar, if not even better, results. " The best way to demonstrate this upward trend is to look at our client data. Historically, March through June is a quiet period for education, and the search volumes typically drop during these months. This April, however, our clients saw a significant spike in performance and as much as doubled... --- ### Email Marketing Best Practices to Increase Results - Published: 2020-05-11 - Modified: 2020-05-11 - URL: https://masoninteractive.com/2020/05/11/email-marketing-best-practices-to-increase-results/ - Categories: Email Marketing Email open rates are going up. We gathered our best tips to capture this increasing audience and drive better results from your email marketing. There are many benefits to email marketing that should be implemented at the beginning of your direct to consumer, e-commerce journey. Engaging with subscribers, loyal customers and providing insight into your company lifestyle, launches and community is something that can be done in a creative and effective way. We sat down (virtually, of course) with Mason Interactive’s Director of Email Marketing, Brian Poole to gather insight into email best practices, the benefits of using platforms like Klaviyo and what brands can do during this time make the most of their email marketing channel. Open rates are going up right now “Right now I feel like it’s a really good time for people to work on their deliverability,” Brian says. We know that open rates are going up. People are opening emails because they’re spending more time in front of their phone or computer. “It’s a good time to see who’s worthwhile - if they’re not opening now, and they haven’t in 6 months, they’re not going to,” Brian adds. Now is a good time to parse down your list and focus on getting the most out of it. Many brands are laser focused on sending emails to the highest number of people possible. However, we should be focusing less on how big the list is and more on how many people are buying from it. “We can send a million emails, if no one’s buying, what difference does it make? ” Brian says. “If you send 5 emails and one... --- ### New Client Alert - Veerah - Published: 2020-05-07 - Modified: 2020-05-07 - URL: https://masoninteractive.com/2020/05/07/new-client-alert-veerah/ - Categories: Clients A luxury shoe brand VEERAH, is the latest addition to Mason Interactive’s roster of fashion clients. A luxury shoe brand VEERAH is the latest addition to Mason Interactive’s roster of fashion clients. VEERAH is a mission-driven luxury shoe company that designs vegan shoes and accessories for the modern woman. As a trusted digital partner for VEERAH, Mason Interactive will build a customized marketing strategy to drive profitable growth and scale customer acquisition across all platforms. The team will embrace VEERAH’s unique value proposition to place its products at the forefront of the ideal customer across a variety of platforms. Stacey Chang, Founder and Chief Warrior: "We know from our loyal clients that more and more of their friends are looking for vegan brands that don’t “look” vegan. At VEERAH, we never thought of it as an either or proposition as we create considering the design, quality and material together and feel in today’s world the modern woman shouldn’t have to sacrifice their style for a sustainable look or lifestyle, it’s just a given that you can have both. And now, we see everywhere how important it is to choose brands with a sustainable ethos so as a company we wanted to partner with the right digital agency to help share our brand with a broader audience. "We’re super excited to start this partnership with Mason Interactive. From the first virtual meeting (yes our engagement started during the stay-at-home orders) we felt a natural confidence in the team managing our account. We trust their experience and work with other DTC brands we’re familiar with and appreciate the... --- ### Now is the Time to Build Brand EQUITY - Published: 2020-05-07 - Modified: 2020-05-07 - URL: https://masoninteractive.com/2020/05/07/now-is-the-time-to-build-brand-equity/ - Categories: eCommerce, Marketing Strategy Connect authentically with consumers and build up your authority cross channels and within the consumer space. Here at Mason Interactive, we stress the importance of building up your brand equity. Whether your focus is on the long term benefits of SEO or a robust PR strategy, there are numerous ways brands can build up their authority across channels and within the consumer space. In our recent e-commerce focused webinar, Thriving in a Crisis, Katie Klencheski, founder of SMAKK Studios, highlights the many ways she has been working on building brands that connect authentically with consumers over the past decade. Brand development has changed  Five years ago, there was a change in the marketplace, but a shift really came to the forefront two years ago that focused on consumer sensibility. Did you know that on average, we now see 5000+ brand ads and images per day? “In a sea of brands, it takes a lot more to stand out than it used to,” Katie says.   Brands are evolving - we used to be in a place where brands could talk about functional needs, value or quality, and the crop of emerging D2C brands over the past 10 years prove that design and personality were enough to stand out for a little while - but that alone is not enough anymore.   Brands that embrace the idea of a higher purpose are starting to win the day 69% of consumers in the US are “belief driven buyers” who are looking for brands that align with their values and brands that connect with those values are winning. Consumers... --- ### Mason Interactive Welcomes Auto Approve and Strong Roots - Published: 2020-05-06 - Modified: 2020-05-06 - URL: https://masoninteractive.com/2020/05/06/mason-interactive-welcomes-auto-approve-and-strong-roots/ - Categories: Clients We are excited to welcome two new brands to our roster of clientele; Auto Approve and Strong Roots. We are excited to welcome two new brands to our roster of clientele; Auto Approve and Strong Roots. Whilst setting our new clients up for success by driving digital sales, and improving their online presence, the team’s ultimate goal is to grow both brands through e-commerce and digital techniques. The agency will be delivering a complete suite of digital marketing services including Paid Search, Paid Social, and Programmatic Advertising across a variety of platforms. In light of today’s economy, it’s important for businesses to stay relevant and in front of customers, says Mason CEO Brook Llewellyn Shepard. “Each client journey at Mason Interactive is very personal to ensure the client's customized strategy is aligned with their goals, and trends within the industry and consumer behavior. We couldn't be happier to begin our work with these brands and help them navigate through the current environment, and beyond. “ Auto Approve is an auto loan refinance company that helps vehicle owners lower their interest rate and monthly car payments. Strong Roots is a vegetarian frozen food brand with a mission to provide plant-based, environmentally responsible, positive food choices, for everyone. We are committed to provide excellent service, and support brands on their digital journeys. Sign up here to schedule a free consultation with our digital experts, and take the first step on your journey. --- ### New Client Alert - Lash Star Beauty - Published: 2020-05-05 - Modified: 2020-05-05 - URL: https://masoninteractive.com/2020/05/05/new-client-alert-lash-star-beauty/ - Categories: Clients We are excited to welcome make-up brand Lash Star Beauty to our roster of clientele. Lash Star Beauty’s revolutionary make-up line, “The Lash Authority” offers a finely-curated selection of high end innovative eyelash enhancing products. Mason Interactive will manage Lash Star’s paid media whilst focusing on growing the business through ecommerce and selected, data-driven digital marketing techniques. Brand awareness will be at the core of the strategy and building valuable, long-lasting customer relationships. "Lash Star chose Mason Interactive as we felt that in the sea of Digital Marketing companies Mason totally understood and elevated our main objectives. Having an established 'brick and mortar' presence we immediately knew that Mason would bring us directly to our consumer the smartest way imaginable. "Orla Maguire, Founder, Lash Star Beauty Lash Star has huge potential to become the new rising star in the beauty sector, says Mason CEO Brook Llewellyn Shepard. “We are thrilled to work with Orla and her team and help them go big with Direct to Consumer marketing by introducing their products to the wider audience. We are committed to provide excellent service, and support brands on their digital journeys. Sign up here to schedule a free consultation with our digital experts, and take the first step on your journey. --- ### Google Makes Its Shopping Service Free for Merchants - Published: 2020-04-22 - Modified: 2020-04-22 - URL: https://masoninteractive.com/2020/04/22/google-makes-its-shopping-service-free-for-merchants/ - Categories: Google, Marketing Strategy Google introduced free product listings on the Google Shopping Tab and Shopping Property in order to provide better search results for users. On April 21, Google introduced free product listings on the Google Shopping Tab and Shopping Property in order to provide better search results for users. In times like these, when physical retail has taken a hit, we at Mason Interactive see this as a fantastic opportunity for merchants to boost sales.   How does this benefit Paid advertisers? Benefit 1: Our paid ecommerce partners that absolutely crush in shopping campaigns will now have the benefit of indexing for “organic” shopping listings.   Benefit 2: 1+1 = 3! Anyone that has been in the PPC game for long knows this is the mantra of advertisers everywhere when it comes to combining the powers of Paid & Organic SEM. Own the SERP, own your brand, gain more efficiency by getting in Google’s good graces. What should you do next? Action 1: If you are not currently using Shopping ads, set yourself on Google merchant. Work closely with your agency partner to make sure all your connections are set up correctly and you are ready to rock! If you are a current Partner of Mason Interactive, don’t worry, you are already set up to start serving on these free listings. Action 2: Make a stronger push on SEO for your products. Optimize those titles and descriptions, use the right product tags and make sure you have given attention to your Google category! Action 3: Pay close attention to your paid performance over the next month. With Organic coming into the mix that means... --- ### Prepare your Marketing for the Upcoming Surge in Demand - Published: 2020-04-13 - Modified: 2020-04-13 - URL: https://masoninteractive.com/2020/04/13/prepare-your-marketing-for-the-upcoming-surge-in-demand/ - Categories: Marketing Strategy After the pandemic we will see a surge in demand for goods and services. Brands must be ready to flip the switch back on instantly to win the audience. There is still much unknown about COVID-19, it’s ultimate impact on the global economy, and when the virus will level off.   One thing we know for sure is that when things bounce back to normality, consumers will rush to buy goods and services, enjoy restaurants, book trips and experiences. Brands who will win this audience, are the ones who are ready to flip the switch back on instantly.   We would like to share what we are doing to ensure a swift return to business as usual, once this passes. Use these ideas to prepare your marketing for the upcoming surge: Content - build a content library  Write a series of blog articles and create a publishing schedule Design creatives to promote each articleProduce video content; how-tos, explainer or even cooking videos! Shine the spotlight on an employee in a mini blog series or social media cardsReach out to customers to collect testimonials and write case studiesRevise your social media plan and schedule new content in Buyer persona - take an in-depth look at your ideal customer What is their demographics? Where do they spend their time? What do they like to do in their freetime? Where can you find them? How can you engage with them? Data management - tidy up your CRM! Remove hard bounced email addresses and unengaged contactsFind the old leads you haven't contacted in a while, is it worth reaching out again? Improve segmentation so you can send more personalized contentBuild new prospect lists to... --- ### COVID-19 Brand Success Story: How Tayst Coffee scaled with Amazon - Published: 2020-04-07 - Modified: 2020-04-07 - URL: https://masoninteractive.com/2020/04/07/covid-19-brand-success-story-how-tayst-coffee-scaled-with-amazon/ - Categories: Clients, Marketing Strategy Tayst Coffee Roaster successfully shifted from B2B to D2C in light of the current COVID-19 pandemic. We’ve been working closely with current and prospective clients to help them navigate their digital advertising goals while monitoring the COVID-19 pandemic.   While shifting strategy, brand messaging and quarterly forecasts have been at the forefront of our routines and conversations, we look to the data trends, opportunity for brand awareness and shift in platforms as we prepare our clients for long term gain. We spoke with Greg Byrnes, Co-founder of Tayst Coffee Roaster, who shared how they leveraged Amazon to transition from B2B to D2C in light of the current times.   Greg, what are the pros and cons of shifting Tayst to Amazon? As a direct to consumer business, we wanted to avoid Amazon because it was our belief that we wanted to control the customer and the customer life cycle. It became very apparent launching the business that you can’t avoid Amazon. It’s the go-to resource for anybody doing any shopping and so they’re going to check and compare with it, and they’re going to investigate it. There are two ways to think about it. One, you can lose business to it, but are you really losing business to it? Because they’re actually helping you capture back a percentage of business you would lose. The average company can’t afford to offer low prices and free shipping. Amazon can. They have a dialed-in user base who is paying them a premium for Prime, and so right away, I think you’re actually increasing your average order size that way,... --- ### Today's landscape: Digital Advertising for Ecommerce & Higher Education - Published: 2020-03-30 - Modified: 2020-03-30 - URL: https://masoninteractive.com/2020/03/30/todays-landscape-digital-advertising-for-ecommerce-higher-education/ - Categories: Marketing Strategy Advertising space has become less competitive in a post COVID-19 environment. Brands can get in front of their target audience with less cost than usual, as a result of decreased CMPs. Following the coronavirus outbreak, many businesses have pulled out their budgets and cancelled media buys. As a result, today’s advertising space has become less competitive. Concurrently, ecommerce might see a boost as consumers spend more time online. We wanted to take a deeper look on how this new environment impacts our clients and what are the best practices to optimize advertising. To get a better sense of the market as a whole, we pulled together data on CPM and conversion trends, and general changes in the market within the last month. The data comes from all of our media clients, across their Google, Facebook, Instagram, and Youtube ad accounts. Check out the video below for a full analysis by Mason Interactive CEO, Brook Shepard, and Director of Media, Adrian Padron. Our advice for Direct-to-Consumer brands After a drastic spike two weeks ago, when many brands paused their campaigns, we are now seeing brands taking action again and returning back to the market. Many are testing new promotions and offers to fill the gap in the cash flow. Lower CPMs provide a great opportunity to get in front of your audience with less cost than usual. Consider shifting strategies, especially if your brand has a healthy cash flow, and you are not focused on driving sales right now. Think how you can get in front of the audience with quality content, and brand stories that create personal experiences with new consumers. This helps to re-engage with them after the market normalizes.... --- ### New Client Alert - CanvasPeople - Published: 2020-03-23 - Modified: 2020-03-23 - URL: https://masoninteractive.com/2020/03/23/new-client-alert-canvaspeople/ - Categories: Clients We are pleased to restart our partnership with CanvasPeople and grow their sales through digital marketing. Mason Interactive is pleased to announce that we are the digital marketing partner for CanvasPeople. CanvasPeople is the source for customized, personalized, high-quality canvases and more. We will be providing a suite of paid media services across customer acquisition, brand awareness, and remarketing channels. It’s something of deja vu for us, as Canvas People was one of our first clients when we opened our doors 10 years ago. We are happy to have them back. “I’m looking forward to restarting this partnership, and I’m confident in our ability to provide CanvasPeople strategic insights in digital advertising, says Mason CEO Brook Llewellyn Shepard. “Working with ecommerce brands like this is what we love to do. ” Read more about CanvasPeople. --- ### Marketer's Guide: Advertising in the face of COVID-19 - Published: 2020-03-18 - Modified: 2020-03-18 - URL: https://masoninteractive.com/2020/03/18/marketers-guide-advertising-in-the-face-of-covid-19/ - Categories: Marketing Strategy Outside-the-box thinking can help marketers navigate through this new landscape. We shared some ideas how. Marketers all over the world are forced to to rethink their strategies, pause campaigns and even delay new launches as a result of the coronavirus outbreak. Thankfully, digital advertising allows us to adjust quickly. We listed some ideas for you to use in this new landscape where shopper intent is changing day-by-day. 1. Drive ecommerce Household needs don't go away and may even increase with stockpiling and panic buying. Concerns surrounding shopping in public places have driven consumers online - whether buying CPG goods, groceries or even apparel. Make sure to position targeting and messaging to capitalize on that consumer behavior. "COVID-19 Concerns may boost ecommerce as consumers avoid stores"eMarketer 2. Invest more advertising spend on branding, not less When other brands pull back, you can increase your share of voice at a much cheaper cost because there is less competition for attention and ad inventory. Creating a branding impact will have a halo effect and pay off when the market normalizes. 3. Test different promotions One of our clients used to offer free shipping for orders of certain value. Now, they offer free shipping on all orders. Another client extended free shipping for their friends and family. Both saw immediate results. 4. Revise your live campaigns, ASAP Edit your ad copy as needed to let customers know if you are offering services like express shipping, or targeted promotions to loyalty customers. Pause campaigns promoting unavailable products that may have been impacted by supply chain issues. 5. Keep a close... --- ### New Client Alert - Onviant Insurance Agency - Published: 2020-03-12 - Modified: 2020-03-12 - URL: https://masoninteractive.com/2020/03/12/new-client-alert-onviant-insurance-agency/ - Categories: Clients Onviant Insurance Agency joins our client roster. The new advertising strategy will drive sales and brand awareness for the agency. We are delighted to expand our client portfolio with the addition of Onviant Insurance Agency. Onviant offers a wide variety of Health and Life plans to help protect individuals and families ethically and honestly, with expert guidance in the complicated world of health and life insurance. Mason’s media team will enhance Onviant’s digital presence and generate awareness for its healthshare plans. The results-driven advertising strategy will maximize Onviant’s potential by combining the right mix of digital tactics with our team’s depth of knowledge and creativity. Our growing client roster shows the expanding demand for digital advertising services across all industries, says Mason Interactive CEO Brook Llewellyn Shepard. “We are thrilled to support Onviant in their growth and feel confident they’ll be set up for long-term success. ” Read more about Onviant. --- ### Webinar recap: Facebook Messenger for Higher Education - Published: 2020-02-12 - Modified: 2020-02-12 - URL: https://masoninteractive.com/2020/02/12/webinar-recap-facebook-messenger-for-higher-education/ - Categories: Education Marketing, News & Events In partnership with Facebook, we hosted a webinar exploring how higher education marketing professionals can utilize Facebook Messenger. Here at Mason Interactive, we have helped dozens of educational institutions meet their enrollment goals with edu-focused digital marketing strategies. We are committed to stay on top of the industry trends so our clients can benefit from the latest innovations. Over the past couple of years, instant messaging apps have been the hottest communication channel between schools and students. On Tuesday, February 5th, we hosted a webinar in partnership with Facebook exploring how higher education marketing professionals can utilize Facebook Messenger. We discussed the latest industry trends and best ways to implement Messenger, as well as the opportunities the channel creates for generating, engaging, and nurturing leads. Think beyond traditional tactics Fast-paced, digitized world with instant access to information has made consumers more demanding. Intimate, highly personalized customer experience is now a norm across industries. Following the trend, chatbots and instant messaging apps are taking over emails and calls as a preferred communication channel. Did you know that 64% of consumers would choose messaging over picking up the phone? Education is no exception, and, as you probably know already, getting in touch with students is harder than ever. According to recent research, 61% of students enroll in the school that responds to their enquiry first. The big question for schools is how to capture attention first and respond appropriately through a channel that is native for the student? Reach prospective students where they are Facebook Messenger has grown 10X in the last 3 years, and with 1. 3B monthly active... --- ### Working with a Google Premier Partner - Published: 2020-01-30 - Modified: 2020-01-30 - URL: https://masoninteractive.com/2020/01/30/working-with-a-google-premier-partner/ - Categories: Google Being a Google Premier Partner means we are knowledgeable, experienced and fully equipped to build our clients exceptional Google Ads campaigns that convert at a high rate. Mason Interactive is proud to maintain our status as a Google Premier Partner. This designation recognizes us as one of the top 5% of agencies in the United States. Google acknowledges our sophisticated services, commitment to client success, and expertise in using the full suite of Google Adwords offerings, including Search, Mobile, Display, Video and Shopping. As a Google Premier Partner, we are able to provide existing and new clients with: Account Planning When clients onboard with Mason Interactive, they work closely with our Media Director and assigned team as they begin to put together a media plan, strategy and roadmap for their digital marketing efforts. By leveraging the full support of our dedicated Google team, clients can discuss budgets, forecasting, and review campaigns with the knowledge and expertise of our representatives. Betas Google is constantly evolving and so are we. As a premier partner, Mason Interactive gets access to Google Ads Beta’s before public release. Through on-site training and online workshops and webinars, our clients have the opportunity to get ahead of the game on new advertising opportunities. Industry Data As a Google Premier Partner, we can get you access to monthly and weekly seasonality trends from Google. We know exactly which week demand peaks. Whether you’re looking for top-converting strategies, account best practices and recommendations, vertical trends reports or competitive benchmarks, Mason leverages Google for all of your industry data needs. YouTube Asset Creation We work closely with our Google creative team to assist our clients with YouTube... --- ### 2020: Social Media Marketing is Changing - Published: 2020-01-10 - Modified: 2020-01-10 - URL: https://masoninteractive.com/2020/01/10/social-media-marketing-is-changing/ - Categories: Marketing Strategy, Paid Media Social media is changing for advertisers and users - knowing what’s to come and how it will affect the digital marketing industry is only half the battle. Social media is changing for advertisers and users - knowing what’s to come and how it will affect the digital marketing industry is only half the battle. Adapting to changes and maintaining industry standards is what Mason Interactive is constantly evolving to do. The way we think about Facebook in the advertising world varies significantly from the way the platform is perceived by the consumer marketplace. In a world where businesses are forced to either invest in social media marketing or risk falling behind their competition, everyday users are plagued by the Cambridge-Analytica scandal, data privacy woes and the saturated landscape of advertising across platforms. As advertisers, we are constantly evolving in an effort to find new ways to help our clients reach their goals, whether it be driving sales, acquiring new customers, or ultimately increasing the rate at which people convert into quality customers and/or students (leads). While creative, strategy and optimisation are buzzwords we hear all too often, the challenges that arise as a result of changing consumer behaviors is something that even Facebook can’t keep up with. The Past Decade When Facebook acquired Instagram back in April 2012, the social media advertising world was still in its infancy. Over the course of the last eight years, Facebook, which has since acquired WhatsApp, introduced new features in an attempt to reel in revenue from businesses and keep users engaged. Algorithms, influencer marketing, Messenger and a new focus on shopping have changed the way people use the platforms that... --- ### New Client Alert - Eredi Pisanò - Published: 2019-12-05 - Modified: 2019-12-05 - URL: https://masoninteractive.com/2019/12/05/new-client-alert-eredi-pisano/ - Categories: Clients Today we are excited to announce the latest addition to our client family; an italian menswear brand Eredi Pisanò. Today we are excited to announce the latest addition to our roster of fashion clients; an italian menswear brand Eredi Pisanò. Eredi Pisanò is a family-owned and operated Italian clothing company founded almost 50 years ago in Rome. They are known for their elegant fabrics along with signature Italian fit and seek to bring the fashionable sense of Italians to all their customers. With roots in Italy, the brand is steadily growing awareness in the US market with a handful of stores nationwide. The next strategic step is to elevate the brand’s digital strategy and take e-commerce channel to the next level. Eredi Pisanò selected Mason Interactive as a digital partner, thanks to our extensive experience working with similar fashion brands and our strong partnerships with the major advertising platforms, including Google and Facebook. We are delighted to be working with this unique brand that has such an admirable heritage in producing high quality Italian clothing, says Mason Interactive CEO Brook Llewellyn Shepard. “With a decade of e-commerce strategy experience behind us, we will help Eredi Pisanò to achieve its full potential in the digital space and drive real results. ” More about Eredi Pisanò here. --- ### Holiday Sales Tactics Discovered at the Fashion Marketing Summit - Published: 2019-11-22 - Modified: 2019-11-22 - URL: https://masoninteractive.com/2019/11/22/holiday-sales-tactics-discovered-at-the-fashion-marketing-summit/ - Categories: Google, News & Events Mason’s third fashion marketing event in 2019, in partnership with Google, brought together fashion marketing professionals at the Soho Grand Hotel. Mason’s third fashion marketing event in 2019, in partnership with Google, brought together 50 fashion marketing professionals at the Soho Grand Hotel to explore the best holiday sales tactics. We saw four inspiring industry insiders take the stage: Katie Klencheski, SMAKK StudiosSteph Schmidt, GooglePiper Flusser, Walgreens Boots Alliance - Global Brands AmericasBrook Shepard, Mason Interactive Here are the highlights of the day! https://youtu. be/Q5P49ORZeys Key trends influencing the holiday sales in 2019 Steph Schmidt, who leads Retail & Shopping on Google's Performance Agency Team, encouraged the audience to really think about how to make a difference this holiday season and build a strategy that not only brings in new shoppers, but long term business growth. She shared proprietary data from Google to shape the landscape for the season. Loyalty is replaced by practicality, access and speed How to succeed as a retailer hasn’t changed, and as always, retailers have to differentiate on one or more of the 5 core levers: price, assortment, convenience, service, and experience. However, loyalty has given way to practicality, access and speed. Consumers can now buy what they need, when they need it and from different retailers. Statistically, consumers are willing to buy from a new retailer, if they have something new and superior to offer across one of the 5 core levers. During the holiday season last year, 51% of shoppers said they were open to purchasing from a new retailer, and 35% actually did. Get to know your customers According to Google, personalization can... --- ### New Client Alert - DEMARSON - Published: 2019-11-19 - Modified: 2019-11-19 - URL: https://masoninteractive.com/2019/11/19/new-client-alert-demarson/ - Categories: Clients A luxury accessories and statement jewelry brand DEMARSON joins our roster of fashion clients. We are thrilled to announce a new client partnership with DEMARSON, a luxury accessories and statement jewelry brand. DEMARSON was founded by long-term industry professionals Marcela Ponce, originally from Mexico and Jason Crantz, a native New Yorker. The designer pair focuses on modern design, versatility and beautifully crafted pieces that evoke immediate attention. Previously focused predominantly on wholesale, DEMARSON selected Mason to grow their Direct to Consumer channel. With a primary objective on generating incremental DTC sales, the new strategy will introduce DEMARSON to a wider audience, drive increased site traffic and strengthen the brand’s online presence. The future of retail comes from Direct to Consumer relationships. We specialize in working with retailers who want to expand their DTC initiatives, or implement DTC initiatives to the marketing mix for the first time, says Mason Interactive CEO Brook Llewellyn Shepard. “I am excited to see how DEMARSON grows during our partnership. ” More about DEMARSON here. --- ### New Client Alert - Gitman Bros. - Published: 2019-11-13 - Modified: 2019-11-13 - URL: https://masoninteractive.com/2019/11/13/new-client-alert-gitman-bros/ - Categories: Clients We are thrilled to welcome two additional Gitman brands, Gitman Bros. and Gitman Vintage, to our client family. We are thrilled to welcome two additional Gitman brands, Gitman Bros. and Gitman Vintage, to our client family. With roots tracing back to the 1930s, the Gitman family name is synonymous with a rich heritage of American manufacturing. Widely regarded as the foremost manufacturer of shirts and ties in the USA, each Gitman garment combines the finest fabrics with unparalleled construction and finishing. Mason’s team will take over the media management for both brands including running, managing, reporting and optimizing online media, with a focus on incremental revenue. It’s remarkable to have built such a strong trust with Gitman during the last few months. Being selected to manage not just one, but three of their brands is a recognition of our team’s dedication to deliver exceptional service, says Mason Interactive CEO Brook Llewellyn Shepard. “I believe this is a beginning of a long, prosperous partnership. ” More about Gitman Bros. here. Gitman Vintage here. --- ### Higher Education professionals came together in Milwaukee - Published: 2019-10-21 - Modified: 2019-10-21 - URL: https://masoninteractive.com/2019/10/21/highedweb-2019/ - Categories: Education Marketing, News & Events 2019 HighEdWeb Conference gathered over 700 developers, marketers, programmers, designers, writers and digital professionals to learn the latest in EDU marketing. Mason Interactive was a proud sponsor of the 2019 HighEdWeb conference that took place in Milwaukee, WI, during October 13-16. We were amazed how much quality networking, inspiring conversations, electric scooter riding and cheese curds (Milwaukee is a famous cheese town after all) the four conference days consisted of. Photo courtesy of Higher Education Web Professionals Association. The conference is produced by Higher Education Web Professionals Association, an international organization of professionals working to develop the future of digital in higher education. Over 700 developers, marketers, programmers, designers, writers and digital professionals came together at the Wisconsin Center to hear high-quality presentations and participate in networking events. Attendees were able to build their agendas from over 100 sessions covering topics around accessibility, workforce, management, social media, video and web development. The sessions were a balanced mix of traditional 45 minute formats, 10 minute lightning talks, group discussions and interactive poster sessions to keep everyone energized throughout the day. We even saw a post-lunch session with swing dance lessons! On Tuesday morning, Mason’s CEO Brook took the stage with our long time client, Joel Benway from TCS Education System. During their session “7 Proven Digital Strategies to Grow Enrollments”, Brook and Joel shared real life examples learnt from our partnership on how to bolster enrollment numbers. We were thrilled to see a full room of engaged attendees joining us. The conference finale on Wednesday was a keynote session from bestselling author, social influencer and motivational speaker Erik Qualman, who discussed digital... --- ### What we learned at the Unbounce Call to Action Conference - Published: 2019-10-10 - Modified: 2019-10-10 - URL: https://masoninteractive.com/2019/10/10/what-we-learnt-at-the-unbounce-call-to-action-conference/ - Categories: News & Events Some of the greatest minds in digital marketing came together last month in Vancouver. Check out what’s trending in the industry! Last month’s Unbounce Call to Action Conference in Vancouver brought together some of the greatest minds in digital marketing to discuss the industry’s hot topics such as machine learning, the limitations of data in the how and why of human behavior, merging AI and humanity together and the science of purchasing behavior. Read the conference recap from Mason’s Performance Marketing Supervisor Andrew Womble. Human Emotion in Digital Marketing The overarching theme of this year’s conference was the human emotion side of digital marketing. As a data driven, results oriented industry, we often forget that potential customers are not just data points but real people with desires, ambitions and motivations, coming from any number of complex backgrounds in life. When we come back to this human element of marketing, the possibilities are endless in not only acquiring new, but life-long customers. One of the most important questions to ask ourselves as marketers and business owners is: Are we excluding audiences who could potentially or who already like our products or services? Are we pushing people out as we strive for that perfect ROAS or CPL goal and thus failing to grow our brands into the future? Many are guilty of advertising to only one segment of people, however the odds are that potential and current customers come from all walks of life. One of the first ways of inviting, rather than excluding customers is in realizing what makes us different such as weight, race, ethnicity, religion, sexual orientation, socioeconomic status and... --- ### Meet the New Faces of Mason - Published: 2019-09-13 - Modified: 2019-09-13 - URL: https://masoninteractive.com/2019/09/13/meet-the-new-faces-of-mason-interactive/ - Categories: Mason Culture We couldn’t be happier to welcome three new additions to our growing team of digital experts. Meet Ashley, Jessica and Katharine. 2019 has been an exciting year for Mason Interactive. Our client roster has grown with several terrific brands, we have formed new partnerships with some of the world’s leading digital platforms and we’ve introduced new, improved strategies to our clients’ campaigns. Today, we couldn’t be happier to welcome three new additions to our growing team. Katharine, Jessica & Ashley. Ashley, Digital Account Strategist With 7 years of industry experience, Ashley brings her strategic background to connect the dots between the needs and wants of our clients and their business goals to develop strategies together with our team of Directors. Originally from Toronto, Canada, she moved to New York City in 2018 to pursue her career in digital media marketing. Her passion for social media, creative content and human interest stories has allowed her to work with niche and mainstream brands around the world. When she is not busy working, she enjoys traveling, spending time with friends and family, and eating her way through Manhattan’s best restaurants. Jessica, Performance Marketing Analyst Jessica brings her experience in digital media, creative concepts and analytics to our clients’ media campaigns. She is a recent graduate from the Pennsylvania State University, with a major in Advertising and a minor in Digital Media & Analytic Trends. Passionate about fashion and beauty, and a keen follower of the industry trends, she will be a valuable member of Mason’s media team working with our fashion & beauty clients. After hours Jessica enjoys playing tennis, cooking and spending time... --- ### Why Stella Valle chose Mason Interactive - Published: 2019-09-12 - Modified: 2019-09-12 - URL: https://masoninteractive.com/2019/09/12/why-stella-valle-chose-mason-interactive/ - Categories: Clients Check out this testimonial video to see how our data-driven paid search strategy drove growth for the jewelry brand Stella Valle. We love our clients and are always thrilled to hear that they love us back! Check out this client testimonial video with a jewelry brand Stella Valle on how our data-driven paid search strategy drove growth for their business. Co-founders and sisters, Ashley & Paige, created Stella Valle to give young women charm jewelry that is stylish, meaningful and giftable. Learn more about Stella Valle: stellavalle. com --- ### New Client Alert - RiseWell - Published: 2019-09-10 - Modified: 2019-09-10 - URL: https://masoninteractive.com/2019/09/10/new-client-alert-risewell/ - Categories: Clients Mason’s team will be responsible for managing all online media and advertising for natural oral care brand RiseWell. We are happy to announce that we recently signed up a new client in the health & wellness space, an oral care brand RiseWell. Founded as a family business, RiseWell brings its clients 100% clean oral care products. It is a science-backed brand with a team of dentists behind them, and uses the best possible ingredients to create natural toothpaste that strengthens and protects teeth without fluoride. Mason’s team will be responsible for managing all online media and advertising for RiseWell, including the creation and implementation of a digital marketing strategy for the US market. Key areas of focus will be brand building, generating awareness and increasing revenue. We love working with innovative start-up brands like RiseWell, that's what we do best, says Mason Interactive CEO Brook Llewellyn Shepard. “As a performance-driven marketing agency, intelligent use of analytics and data will be at the core when driving maximum growth for RiseWell. ” More about RiseWell here. --- ### New Client Alert - Mignonne Gavigan - Published: 2019-09-05 - Modified: 2019-09-05 - URL: https://masoninteractive.com/2019/09/05/new-client-alert-mignonne-gavigan/ - Categories: Clients Jewelry brand Mignonne Gavigan, has selected Mason Interactive as their digital marketing agency.  We are pleased to announce that jewelry brand Mignonne Gavigan, has selected Mason Interactive as their digital marketing agency. Founded in 2014, Mignonne Gavigan designs handmade, one-of-a-kind jewelry. A Mignonne Gavigan accessory is a promise of an adventure. It is a testament to how the modern woman explores the world - unabashedly, confidently, making it her own. Partnering with Mason, Mignonne Gavigan is going to scale their digital marketing efforts and maximize the brand’s online presence. Our team is committed to creating a robust strategy with a focus on strengthening brand identity, generating awareness and increasing engagement. Mignonne Gavigan can rely on Mason to provide an innovative approach to the brand’s direct to consumer strategy, says Mason Interactive CEO Brook Llewellyn Shepard. “What sets us apart from other agencies is our years’ of experience in the fashion space. We can tell straight away what works and what doesn’t. “ More about Mignonne Gavigan here --- ### New Client Alert - Milemark - Published: 2019-08-05 - Modified: 2019-08-05 - URL: https://masoninteractive.com/2019/08/05/new-client-alert-milemark/ - Categories: Clients Mason’s roster of Fashion clients grows with Milemark., a boutique brand that offers made-to-order clothing for younger consumers. Mason Interactive welcomes our new client, Milemark. , a boutique shirt brand, to the Mason family. Milemark is part of Gitman Bros. ; one of the few remaining shirt makers with all the production still based in the USA. The brand is committed to delivering the highest quality products that uphold their dedication to craftsmanship and dependability. We have been appointed to handle digital marketing and advertising for Gitman Bros. ’ latest brand, Milemark that offers made-to-order clothing for younger consumers. Key areas of focus will be brand building, generating awareness and finding the ideal target audience for the brand’s made-to-order clothing. We’re honored to be working with Milemark. Gitman Bros. as a brand is a visionary in their space, with an admirable heritage in creating high quality products, says Mason Interactive CEO Brook Llewellyn Shepard. “There is a great deal of opportunity to work creatively with Milemark. We are looking forward to building it and raising awareness of their custom clothing. “ More about Milemark here. --- ### 7 Digital Marketing Tips from Mason's Gurus - Published: 2019-08-05 - Modified: 2019-08-05 - URL: https://masoninteractive.com/2019/08/05/digital-marketing-tips/ - Categories: Marketing Strategy, Uncategorized These tips will help you win the heart of the consumer and turn your website into a lead magnet. Digital marketing is like online dating, and you need to know how to play the game to stand out from the crowd. We’d like you to think of your website as an online dating profile. Your product might be wonderful, your website well-designed and your customer service is exceptional. But if your customers can’t find you, all of your hard work may never come to life. Turn your website into a lead magnet with these digital marketing tips! 1. IDENTIFY WHO YOUR IDEAL MATCH IS There’s plenty of fish in the sea, but don’t waste your time going after them all. Know your audience, where they are and what they are looking for. 2. BE SPECIFIC ABOUT WHO YOU ARE “I love traveling and being with friends. ” Well, who doesn’t! Don’t just say you sell ‘shoes’, instead catch the consumer’s eye with ‘women’s designer heels’. 3. DON’T HIDE BEHIND PUPPY PHOTOS Nobody likes surprises when meeting up in real life. Show a realistic view of your products with good quality imagery. 4. DON’T GHOST Playing hard to get can push customers into competitors’ arms. Make it easy to start a conversation with you and reply enquiries promptly. 5. NO STALKING Bombarding consumers with daily emails and remarketing ads is a definite turn off. Create a subtle flow of communication to remind them you care. 6. SPLIT THE BILL ON THE FIRST DATE It’s a date! But they can still escape through the window if you don’t give a good... --- ### New Client Alert - USATestprep - Published: 2019-08-02 - Modified: 2019-08-02 - URL: https://masoninteractive.com/2019/08/02/new-client-alert-usatestprep/ - Categories: Clients, Uncategorized USATestprep, a leader in curriculum resources and test prep for high schools, has selected Mason Interactive as their Digital Marketing partner. We are proud to announce that USATestprep, a leader in curriculum resources and test prep for high schools, has selected Mason Interactive as their Digital Marketing partner. USATestprep has been helping students with high-stakes tests since 1998. With 2 million students using its products each school year, USATestprep offers a multitude of review products for subject area end-of-grade, end-of-course, graduation level, career readiness, and college entrance assessments. Our team has been hired to strengthen USATestprep’s national presence and reach amongst school districts and educators. We will achieve this through a comprehensive media management service that covers running, managing and optimizing USATestprep’s online media and advertising. We’re so pleased to be selected by USATestprep. It is clients like this that contribute to our success and growth, says Mason Interactive CEO Brook Llewellyn Shepard. “This partnership will allow us to apply our advanced expertise in the education sector to bring greater efficiency and effectiveness to the client’s digital marketing efforts. More about USATestprep here. --- ### New Client Alert - Zaxie - Published: 2019-08-02 - Modified: 2019-08-02 - URL: https://masoninteractive.com/2019/08/02/new-client-alert-zaxie/ - Categories: Clients Mason’s team welcomes Zaxie, a fashion jewelry brand, to our client family! We are thrilled to share that we have formed a new partnership with Zaxie, a fashion jewelry brand. Zaxie has supplied accessories to America's biggest retailers for over 35 years. The brand creates unique, beautiful and affordable fashion jewelry that adds a finishing touch of sparkle to every look, while creating a community of women who let each other shine. After previous successes within the Fashion sector, Mason is an ideal digital partner to improve Zaxie’s visibility in front of customers. The team will use its extensive industry knowledge and a variety of unrivalled search engine marketing tactics to build a performance-focused SEO strategy for the brand. We have been fans of Zaxie for some time now, and are honored to welcome them to the Mason family, says Mason Interactive CEO Brook Llewellyn Shepard. “This new partnership further strengthens our position as one of the leading agencies in Fashion Marketing. ” More about Zaxie here. --- ### New Client Alert - French Institute Alliance Française - Published: 2019-07-17 - Modified: 2025-02-05 - URL: https://masoninteractive.com/2019/07/17/new-client-alert-french-institute-alliance-franaise/ - Categories: Clients French Institute Alliance Française joins Mason’s diverse client roster. We welcome French Institute Alliance Française (FIAF), the country’s leading French language and cultural center, to Mason’s client roster. Founded at the turn of the 20th century, FIAF’s mission is to create and offer innovative and unique educational and arts programs that explore French culture's evolving diversity and richness. FIAF will benefit from the depth of our team’s unique capabilities in managing their social media and search strategies, where we’ll act as an extension to FIAF’s in-house team. Mason’s client-centric approach puts close agency-client collaboration and agility at the heart of this brand new partnership. We are honored to work with this not-for-profit organization to develop strategies that help FIAF achieve their goals, says Mason Interactive CEO Brook Llewellyn Shepard. “I know I should say something about how, ‘as their strategic partner we can add more value for FIAF’s digital marketing efforts and reach new audiences. ’ but the truth is I am amped to work with them. I have childhood memories of using their library with my father, and it’s a real honor to work with them today. ” More about French Institute Alliance Française here. --- ### CIA at Google - Published: 2019-07-12 - Modified: 2019-07-12 - URL: https://masoninteractive.com/2019/07/12/cia-at-google/ - Categories: Clients We had an insightful meeting with Culinary Institute of America at the Google HQ planning new strategies. Thank you to Dan, Scott, and Rachel from our client the Culinary Institute of America for coming down to Google HQ yesterday. As a Premier Partner, we are able to get clients in to Google to hear about exclusive tests, offers and promotions before the general public. Thank you Google for hosting us! Obligatory selfie with Google, and the CIA . --- ### New Client Alert - Indie Lee - Published: 2019-07-03 - Modified: 2019-07-03 - URL: https://masoninteractive.com/2019/07/03/new-client-alert-indie-lee/ - Categories: Clients We are very happy to add Indie Lee, an organic skincare brand, to Mason’s growing portfolio of Beauty & Lifestyle clients.  We are very happy to add Indie Lee, an organic skincare brand, to Mason’s growing portfolio of Beauty & Lifestyle clients. Indie Lee sources the world's finest ingredients, blending nature and science to bring the most-efficacious products to market. The brand’s mission to provide healthier skincare options is embodied through its undertaking of rigorous testing protocols to ensure clean, high-performance products. Mason’s team will bring nearly a decade of digital marketing and strategy experience to the project. Mason will create and manage Indie Lee’s social, search and display strategies, introducing this great brand to more consumers than ever. “We are thrilled to be working with Indie Lee and help them meet their goals. This unique brand has a lot to offer for the clean lifestyle and wellness market, says Mason Interactive CEO Brook Llewellyn Shepard. “We look forward to sharing the results of the partnership. ” More about Indie Lee here. --- ### Consumer Goods Pioneers Came Together at CDS 2019 - Published: 2019-06-28 - Modified: 2019-06-28 - URL: https://masoninteractive.com/2019/06/28/consumer-goods-pioneers-came-together-at-cds-2019/ - Categories: News & Events Foundermade’s Consumer Discovery Show is a gathering for founders, retailers and influencers from the most innovative beauty, fashion, wellness and food up-and-comer and start-up brands. Who doesn’t love discovering the latest, best-in-class goods from pioneers in the consumer goods market? FounderMade’s Consumer Discovery Show brings together founders, retailers and influencers from the most innovative beauty, fashion, wellness and food up-and-comer and start-up brands. This week, we had the pleasure to host a booth at the Consumer Discovery Show East 2019 at Spring Studios, New York. This was our third year at the show, and as always, we were impressed by the passion of these innovators. In addition to great conversations we enjoyed with the attendees on our booth and in the Discovery Lounge bazaar, we heard awesome insights on the hot topics in each industry during their well-curated sessions. The panels featured thought leaders, founders and C-level executives from companies like Alibaba Group, Cannuka, Walmart and Whole Foods Market. The top 3 trends we discovered at the show this year: CBD industry is booming. We saw everything from CBD oils, balms, cookies, protein bars to dogs’ biscuits! All of them having the purpose of healing, enhancing wellness and general mindfulness. Environmentally, economically, and socially-sourced materials are continuing to take over the market whilst consumers are increasing their interest in, not only what the goods contain, but how they are manufactured, where and by whom. Standing out in the Direct-to-Consumer industry is more challenging than ever with giants like Amazon & Google setting up the rules of the playground. Many brands are relying on influencers’ power to attract organic traffic alongside traditional marketing and branding methods.... --- ### What is Calibra? - Published: 2019-06-24 - Modified: 2019-06-24 - URL: https://masoninteractive.com/2019/06/24/what-is-calibra/ - Categories: Marketing Strategy Calibra is a new digital wallet that you’ll be able to use to save, send and spend cryptocurrency Libra. According to Facebook, Calibra is “A New Digital Wallet for a New Digital Currency. ” Calibra’s... goal is to... let people access and participate in... Libra, a new global currency powered by blockchain technology. The wallet will be available in Messenger, WhatsApp and as a standalone app — and we expect to launch in 2020. From the beginning, Calibra will let you send Libra to almost anyone with a smartphone, as easily and instantly as you might send a text message and at low to no cost. And, in time, we hope to offer additional services for people and businesses... ” I’ll bet. Also, it’s a handy way for Facebook to get a slice of the ≥ $30bn annual in fees from credit card processing. Credit cards charge about . 25% of every transaction to the merchant. So if I buy $100 of Nikes off of a Facebook ad, American Express keeps $2. 50. Nike pays that fee. With Calibra, Facebook can keep that $2. 50 - or Facebook could reduce their margins to, say, . 1%, making every single retailer on Earth, by default cheaper on Facebook and/or Instagram. That sounds like a move against Amazon to me. --- ### New Client Alert - Cinq à Sept - Published: 2019-06-10 - Modified: 2019-06-10 - URL: https://masoninteractive.com/2019/06/10/new-client-alert-cinc-sept/ - Categories: Clients A fashion label Cinc à Sept has selected Mason Interactive as their digital marketing partner. We are proud to announce that a fashion label Cinq à Sept has selected Mason Interactive as their digital marketing partner. Cinq à Sept joins Mason’s renowned roster of fashion & beauty clients, the goal being to find the optimal mix to drive incremental direct-to-consumer revenue, while increasing brand awareness. “We are delighted that Cinq à Sept has chosen us as a trusted partner. The fast-growing, unique brand is an ideal addition to the Mason family,” says Mason Interactive CEO Brook Llewellyn Shepard. “We believe in this brand whole-heartedly and are excited to take their digital efforts to the next level to win the hearts of consumers. ” About Cinq à Sept Inspired by the hours between 5 and 7 p. m, the fashion label Cinq à Sept embodies a deliberate balance between sophistication and ease, youthful daring and confident allure. More about the brand here. --- ### Exciting insights from Google Marketing Live ‘19 - Published: 2019-05-24 - Modified: 2019-05-24 - URL: https://masoninteractive.com/2019/05/24/exciting-insights-from-google-marketing-live-19/ - Categories: Marketing Strategy, News & Events - Tags: Google ads, Google Marketing Live Google Marketing Live ‘19 in San Fransisco was a blast! Read what we learnt about Google’s new ad products. Google Marketing Live is an annual invite-only event that Mason Interactive is proud to be part of. Last week, we travelled to San Francisco for the two-day event to learn about Google’s new ad products and how we can utilize them to reach customers in more enriching and assistive ways throughout their journey. The journey of Paid Search marketing has been an exciting one with more automated ad units coming into the picture even as we are writing this blog post. 20 years ago we only had text ads that were difficult to personalize, but thankfully, Google makes an effort to always put the customer first. Let’s review a few new product announcements that will help enhance our strategies in the very near future. Discovery Ads People are willing to interact with new information that they find interesting and valuable. Google is now claiming that they can anticipate this interest and openness to discovery, which allows marketers to reach consumers with rich and relevant creatives to make brand introductions. Qualified and performance-based awareness brings value to customers and marketers alike. Gallery Ads Everyone knows carousels from Instagram, but they never come to mind when thinking about Paid Search or the text heavy environment of traditional SERP. Gallery Ads is Google’s newly introduced ad format that should be combined with an optimal rotation of both expanded (ETA) and responsive (RSA) search ads. Advertisers and brands can upload up to eight images that users will be able to swipe through and click... --- ### Email Revenue Calculator - Published: 2019-05-01 - Modified: 2019-05-01 - URL: https://masoninteractive.com/2019/05/01/email-revenue-calculator/ - Categories: Marketing Strategy We often get asked some version of “how many emails do I need to send, to hit my revenue targets. We have worksheets for these figures internally, and I figured we should share these things publically, so everyone can use them. --- ### Staffing Changes at Mason - Published: 2019-04-24 - Modified: 2019-04-24 - URL: https://masoninteractive.com/2019/04/24/staffing-changes-at-mason/ - Categories: Mason Culture We are growing! As part of the growth, we are proud to announce a restructuring of our teams to better serve our clients. We have four teams at Mason: An SEO team, an Email team, a Marketing team, and a Media team. As we grow, we are proud to announce a restructuring of one of the teams to better serve our clients. Our Media team has been refashioned into two distinct “pods,” or teams. Each “pod” is a group of four people, led by a seasoned professional with at least 5 years industry experience. The teams are named “Turbo” and “Hawk. ” This means that some people on a client team might be changing. In no case will everyone on an account change, but some restructuring of account teams may occur. There are three strong, positive reasons to do this. First, this structure gives employees a clearer career path, strengthening institutional knowledge of client accounts. Second, it gives clients more stability. If person # 3 on Team Turbo leaves, there are still three people on the account that know the business - in addition to the fact that every account is touched by the Director and also the Managing Director. Third, it lets us train our staff across disciplines. Today, everyone on the team is either Adwords certified, or Facebook Blueprint Certified. Soon, everyone on each team will be certified in both Adwords and Facebook. These three very strong upsides are worth the one-time temporary disruption of moving one Performance Marketing Specialist from one client account to another. --- ### How do I define success? - Published: 2019-04-10 - Modified: 2019-04-10 - URL: https://masoninteractive.com/2019/04/10/how-do-i-define-success/ - Categories: Marketing Strategy New clients often ask us "What will success look like?" That is a very hard question to answer, because it means different things to different brands.  New clients often ask us "What will success look like? " That is a very hard question to answer, because it means different things to different brands. For one of my clients, success is selling all of their left-over inventory. For another, success is “increasing top line revenue by 200% year over year. ” A third defines success as "making the board confident enough in the CEO, to reinvest. ” A fourth defines success as "being able to survive if Nordstrom cancels our order. " A fifth calls it "growing incremental net sales by 2X Quarter over quarter. ” So everyone is unique. If you’re a fashion or lifestyle brand thinking of hiring us, and without knowing much about you, specifically, I’d define success as: Using Search, Social, and Video, to develop a robust direct-to-consumer channel, increasing net revenue Develop a marketing/sales report that everyone in the organization, from the C-level to the interns, can understand and operate on Increase your organization’s digital savvy, to compete with today's digitally-native brands Tracking every dollar, such that we spend $1 to make $3 --- ### New Client Alert - G-Shock Watches - Published: 2019-04-08 - Modified: 2019-04-08 - URL: https://masoninteractive.com/2019/04/08/new-client-alert-g-shock-watches/ - Categories: Clients, Uncategorized We're excited to welcome G-SHOCK to the Mason family! We were lucky enough to spend the AM at Casio’s North American HQ, to kick off our new client G-SHOCK watches. Thank you to the entire crew there for your time! --- ### Mailchimp and Shopify integration - Published: 2019-04-03 - Modified: 2019-04-03 - URL: https://masoninteractive.com/2019/04/03/mailchimp-and-shopify-integration/ - Categories: Marketing Strategy It’s been a messy breakup between Mailchimp and Shopify. Mailchimp and Shopify are consciously uncoupling. Quick Primer: Mailchimp is an Email Service Provider (ESP, for short) who integrated rather smoothly into Shopify. When the two systems played nicely with one another, it was a marriage made in heaven. With relative ease, you could develop a full email marketing campaign without leaving the platform. That’s no longer the case, and it’s a messy breakup. Shopify says “Mailchimp refuses to synchronize customer information captured on merchants’ online stores and email opt-out preferences. As a result, our partner ecosystem can’t reliably serve their customers or comply with privacy legislation. ” Mailchimp says “we asked Shopify to remove the Mailchimp for Shopify integration from their marketplace, because Shopify released updated terms that would negatively impact our business and put our users at risk. ” The end result of this, is that if A) your website is built on Shopify and B) you use mailchimp then C) you need to make changes, and fast. Realistically, there are two ways to make these changes. First, you can use a third party tool like Zapier to connect the two systems. Second, you could switch to another ESP, preferably Klaviyo. I’d be remiss if I didn’t mention that email is a strength of ours; we have an entire silo built out around it. Feel free to contact us :) --- ### Reasons to Hire An Agency - Published: 2019-03-29 - Modified: 2019-03-29 - URL: https://masoninteractive.com/2019/03/29/reasons-to-hire-an-agency/ - Categories: Marketing Strategy One reason to hire an agency, is to have someone on call to tell you hard truths you don’t want to hear - - - as long as they provide a solution. I’d like to share an anecdote that illustrates one of the many reasons to hire an agency. One of our newer clients has a problem. I’ll call this client Acme Corp (the names have been changed to protect the innocent. ) Acme Corp is a first-class brand, a world-wide leader in its field. However, Acme’s long-time dominance has them, I think, a little bit on the defensive. They’ve not had to innovate super hard, due to the incumbency of their dominant position. So now they are counter-punching as this incumbency is eroded by hungry upstarts. In a meeting with the board next month, we - Mason, the agency - are going to surface one specific strategy that will help Acme increase incremental revenue by - we estimate - 10%, at no incremental cost. The issue is that we, Mason, are not supposed to be in the silo where the fix for this particular strategy lives. So we are going to piss some people off, frankly, when we surface this. And that is one virtue of working with an agency: we have seen this problem more times than any one company has, so we are able to see it super-quick, and implement a solution. Most-importantly, because we have 40 clients, we can afford to piss someone off a little bit. It’s part of our job to offer these solutions, and we can do it in feather-ruffling way because A) we have a solution in our back pocket and B) although we’d... --- ### Fashion and Lifestyle Marketing Lunch and Learn - Published: 2019-03-28 - Modified: 2019-03-28 - URL: https://masoninteractive.com/2019/03/28/fashion-and-lifestyle-lunch-and-learn-at-the-princeton-club-march-27th-2019/ - Categories: News & Events Our 4th event was a success! Huge thanks for all attendees! Our fourth event is in the books, and honestly I enjoyed it more than ever. Because it wasn’t at Google, we were allowed to branch out a little bit. Kelly Faller kicked us off, I presented as though I was a Google employee - our rep went on maternity leave a bit early, and I covered, The Micro Influencer Hitha Palepu wowed the room with fantastic advice - and 45 minutes fo straight Q @ A! - before lunch. After lunch, we ran a quiz, Adrian Padron spoke about deep tactics, and then Vadim Grinberg came and spoke for 1+ hours about helping to make Dagne Dover the best work bag company, and beyond. Thank you everyone who attended! We sincerely appreciate it. Micro Influencer Hitha Palepu addressing 30+ CMO’s, VP’s and Directors on March 27th at Mason Interactive’s Lunch and Learn. Vadim Grinberg, VP of Consumer Growth & Insight at Dagne Dover with Kelly Faller, our VP of Marketing Communications. --- ### A Thought on Conversion Rates - Published: 2019-03-26 - Modified: 2019-03-26 - URL: https://masoninteractive.com/2019/03/26/a-thought-on-conversion-rates/ - Categories: Marketing Strategy Audit your competition and have a hard conversation about what those competitors are doing that you are not. I wanted a four-foot long sign of our logo, big and bright, so that when you get off the elevator, our logo is the first thing you see. So I went to Google, did a search, submitted the specs to five websites, and gave a budget of $1,000. Exactly one of the five people I wrote, wrote me back. Well actually that's not true: I got autoresponders from two. So that stat breaks down as follows: two firms ignored me two firms sent me an autoresponder and never followed up one firm sent me back an actual quote, and left their number to call back Guess who I bought from? The one who gave me a quote! I think about this, only because I am 100% sure that if I talked to the other four sales teams, they would insist "Yes, we have auto-responders. Yes, we follow up real quick. " I would challenge you - or maybe, challenge you to challenge your agency - to audit the competition and have a hard conversation about what those competitors are doing that you are not. Be prepared to have an open conversation around self-improvement. --- ### New Client Alert - New Jersey Institute of Technology - Published: 2019-03-24 - Modified: 2019-03-24 - URL: https://masoninteractive.com/2019/03/24/new-client-alert-new-jersey-institute-of-technology/ - Categories: Clients, Uncategorized We’ve added another fantastic school to our client roll! We are happy to announce that we’ve added another fantastic school to our client roll, the New Jersey Institute of Technology. We can’t spill all the details about what we’re doing (yet! ! ! ) but when we can spill, we’ll spill as loud as we can :) --- ### On-Site Visits Promote Superior Understanding - Published: 2019-03-14 - Modified: 2019-03-14 - URL: https://masoninteractive.com/2019/03/14/on-site-visits-promote-superior-understanding/ - Categories: Marketing Strategy Our team visits TCS Education Systems in their office in Chicago monthly. We talk to the TCS Ed System every week, twice a week. This is on top of daily reports, having us on speed-dial, and slack integration. On top of that, we try to get to their office in Chicago monthly. I can’t stress how valuable this is, for us and for them. There’s nothing like sitting across the table from someone, to see how they really feel. Thank you, Team TCS! See you next month! --- ### Social Media for B2B? - Published: 2019-02-20 - Modified: 2019-02-20 - URL: https://masoninteractive.com/2019/02/20/social-media-for-b2b/ - Categories: B2B Marketing, Paid Media Lots of our B2B clients ask me “why would I use social? I mean, I can see using LinkedIn, but why would I use Instagram for my business?” We have been working with more and more B2B clients lately. We’re in discussion with even more B2B’s. Quick Primer on B2B: “Business to Business” means “a business that sells to another business. ” Examples would be our clients Carney Direct or Jondo. They couldn’t/wouldn’t sell to me, personally, but they would sell to Mason Interactive. By contrast, B2C or “Business to Consumer” businesses sell to individual consumers. Our clients Nashua Nutrition, Rigby & Peller, or Dagne Dover fit that description. Where Instagram is an obvious play for Dagne Dover or Rigby & Peller (B2C’s), lots of B2B’s ask me “why would I use social? I mean, I can see using LinkedIn, but why would I use Instagram for my business? ”My answer is always somewhere along the lines of “Well, two things. First, there are literally billions of users on Instagram. Billions. Your potential customers, among them. Second, you can’t search for something if you don’t know what it is, and Instagram is a perfect way to introduce yourself to them. Let’s try it out! ”Tonight I saw a perfect example of this. In between posts from family and about watches - two things I really personally like, and see a lot on Instagram - was this post from White Shark Media. Apparently, White Shark is an outsourcing solution for mid-sized agencies, which makes me an absolutely perfect target for their ads. Have I heard of them before today? No. Am I in the market to outsource my team’s... --- ### Review of our Fashion and Lifestyle event at Google on January 31st, 2019 - Published: 2019-02-18 - Modified: 2019-02-18 - URL: https://masoninteractive.com/2019/02/18/review-of-our-fashion-and-lifestyle-event-at-google-on-january-31st-2018/ - Categories: Google, News & Events Over 100 attendees braved the 2° weather to attend our quarterly event here in NYC. We love our quarterly events. The last one was in late January, here in NYC, and focused on growing your Fashion and Lifestyle brand. We were lucky to have Dagne Dover Co-founder Deepa Gandhi with us, a whole host of Mason employees, the incomparable Candace Jordan from Google, and about 100 attendees who braved the 2° weather. We strive to give real value at these events, and we hope to see you at the next one. --- ### Simple Landing Copy Changes can Make a Big Difference - Published: 2019-02-14 - Modified: 2019-02-14 - URL: https://masoninteractive.com/2019/02/14/simple-landing-copy-changes-can-make-a-big-difference/ - Categories: Marketing Strategy What did we learn from A/B/C/D testing taglines on our client’s landing page? We are lucky to work with the CIA (Culinary Institute of America) which, for reasons that will become clear, I will refer to as “The Harvard of cooking schools. ” We work with them across platforms and tactics, and this means that we have the ability to run multiple tests. On one such test, we’re A/B/C/D testing taglines ONLY. Ad copy, layout, images, body text - everything else remains the same. This is the Challenger Page, the original we inherited and are improving via testing. The control here is the “hero” tagline, “FOOD IS BIG” - that’s our baseline. We’ll say that’s pH Neutral, neither good nor bad. Let’s label it “zero” and measure up or down from there. Now, this campaign’s goal, is to get potential students to inquire (and then apply, and then enroll. ) So let’s call an inquiry - a student filling out his information and asking for an admissions counselor to call him - a “conversion. ” We are testing “FOOD IS BIG” against these challenger taglines: STUDY ON THE HUDSON CIA is "the Harvard of Culinary Schools. " -Julia Child CIA is the best Culinary School in the World I’m not going to give away CIA’s conversion metrics - I’m not going to tell you if the original FOOD IS BIG page converts website visitors into inquiries at 2% or 5% or 20%, but I will share how these 3 “challenger” taglines compare to the original. And the results are striking. Challenger #2 -... --- ### Human Intervention in Google Accounts - Published: 2019-02-10 - Modified: 2019-02-10 - URL: https://masoninteractive.com/2019/02/10/human-intervention-in-adwords-accounts/ - Categories: Marketing Strategy Google Ads reps are about to start making changes to advertiser accounts. Search Engine Land brings news about a new Google Initiative. In brief, Google Ads reps are about to start making changes to advertiser accounts. Unsolicited changes. I guess this is an immediate direct threat to Yodle or Reach Local. Why would Google do this? To make more money: I’m sure they have data showing that actively managed campaigns, spend more than non-actively managed accounts. So I am not surprised that Google is intervening more in advertiser accounts. I am surprised that they are using humans to do this. Google has been relentless about automation in their advertising platform: Ad copy is now much more automated than I ever thought possible. Ad units - actual graphical ads - are being automated via Smart Shopping Campaigns that do perform well but are ugly. We, as an agency, are partially judged by what % of our clients use Google’s bidding automation tools. Google says outright that keyterm buys will eventually be sunset, and that we’ll all let Google’s algorithm decide where/what/when to run our ads, and in what units. So it is a bit of a surprise to see Google saying some version of “key, automation is still great, it’s still coming, but now here’s an additional human layer, too! ” We here at Mason have the following observations about this: A low-level google trainee out of Detroit - because that’s who will be making these changes - should not be acting unsupervised on your behalf. They can’t know what your goals are.... --- ### Fashion and Lifestyle Summit at Google NYC HQ - Published: 2019-02-01 - Modified: 2019-02-01 - URL: https://masoninteractive.com/2019/02/01/fashion-and-lifestyle-summit-at-google-nyc-hq/ - Categories: Google, News & Events At our third Google Summit, we were lucky to have Deepa Gandhi, COO and Co-founder of Dagne Dover, on stage for a fire-side chat. We are happy to have our third Google Summit in the books. We throw these events quarterly, and we strive to give real value to our attendees. This time, we were lucky to have Deepa Gandhi, COO and Co-founder of Dagne Dover, on stage for a fire-side chat. Thank you to all 100+ attendees for braving the 2 degree weather and coming out. I hope you enjoyed it as much as we did. Deepa and Candace on Stage at Google on January 31st, during Dagne Dover’s fire-side chat. Adrian Padron, Director of Biddable Media, on stage at Google on January 31st, 2019 --- ### New Client Alert - Walgreens Boots Alliance - Published: 2019-01-08 - Modified: 2019-01-08 - URL: https://masoninteractive.com/2019/01/08/new-client-alert-walgreens-boots-alliance/ - Categories: Clients We are excited to be handling a Direct to Consumer product for Walgreens Boots Alliance. We are excited to be handling a Direct to Consumer product for Walgreens Boots Alliance. The specific product line is Your Good Skin, and we could not be more psyched about it. --- ### Clients in the Wild: dude. be nice - Published: 2018-07-30 - Modified: 2018-07-30 - URL: https://masoninteractive.com/2018/07/30/clients-in-the-wild-dude-be-nice/ - Categories: Clients dude. be nice, who strive to create what they call "Conscious Culture," is a blast to work with. dude. be nice, who strive to create what they call "Conscious Culture," is a blast to work with. Their mission is "to inspire people to treat themselves and others better" and part of the way they do that, is to partner with schools and other not-for-profits. Anyway, it's one thing to know that intellectually, and it's another to actually see one of their products "in the wild," as we did today on Cape Cod playing mini-golf. Good show! (and thank you to the kind gentleman who let a stranger take his picture) --- ### Monthly Trip to Chicago, #72, in the books - Published: 2018-07-27 - Modified: 2018-07-27 - URL: https://masoninteractive.com/2018/07/27/monthly-trip-to-chicago-72-in-the-books/ - Categories: Clients, Mason Culture We had great time, as usual, in Chicago! We are in Chicago pretty much every month for a night or two, and we just got back from July's trip. Had a great time, as usual, and I hope the QBR was useful. I know it was for us :) Mr. Padron strolling from TCS HQ, on past the campus. --- ### Changes to Gainful Employment laws affecting our business - Published: 2018-07-26 - Modified: 2018-07-26 - URL: https://masoninteractive.com/2018/07/26/changes-to-gainful-employment-laws-affecting-our-business/ - Categories: B2B Marketing The Education Department plans to eliminate regulations forcing for-profit colleges to prove that they provide gainful employment to the students they enroll. The Education Department plans to eliminate regulations forcing for-profit colleges to prove that they provide gainful employment to the students they enroll. As someone who makes his living (in part) from advertising For-Profit Colleges, I have mixed feelings about this. The roll-back will most-likely result in my clients doing more advertising, which is good for me. And yes, I think personally that past Presidential Administrations over-regulated. Yes, I get that colleges are businesses, and businesses should operate as a free market. Yes I understand that nobody is making anybody enroll in these classes. But the loans people take out to attend these colleges, are backed by the tax-payer. In effect, the tax-paying public is subsidizing the few for-profit colleges that can compete at scale. So on that end, I think that rolling back these regulations is a bad idea. On the other hand, nobody every asked whether my Ivy League Art Degree was likely to result in me being gainfully employed. And in fact I drove a cab for a few years to make ends meet, because it was the best job I could find. --- ### Bad Targeting - Published: 2018-07-25 - Modified: 2018-07-25 - URL: https://masoninteractive.com/2018/07/25/bad-targeting/ - Categories: Marketing Strategy, Paid Media Our job is to be an ally for our clients, Tactically and Strategically. Our job is to be an ally for our clients. We can be tactical/executional allies (Dear Mason, please update these 6,000 links by end of day) we can be Strategic allies (Hey Mason, we want to increase Back Friday sales by 3X over last year - let's align on a plan to show the board) and we can be both. I think we offer more use as strategic partners than as execution-based allies, but that's a discussion for another day. This Monster ad, above, fails on both levels*. Tactically/Executionally, this is really bad targeting. There's plenty in my twitter feed to suggest that I might open a record store, or run for city council, or open a bar, or book concerts at small punk clubs, but nothing to suggest that I might become a limo dispatchure** Strategically it's bad because it will not bring them more money. This is a wasted effort in man-hours, media spend, and reporting time. I'd expect any client we did this for, to call me angrily ASAP. * FYI, we work with a competitor of Monster's. ** I drove a yellow cab here in NYC after college, and am in no way above driving for a living then or now. I'm just not a good demographic fit for this ad. --- ### Van de Velde Quarterly Business Review - Published: 2018-07-18 - Modified: 2018-07-18 - URL: https://masoninteractive.com/2018/07/18/van-de-velde-quarterly-business-review/ - Categories: Clients Quarterly Business Reviews are super valuable for all and helps us plan future strategies better. We try, and do not always succeed, to have high-level Quarterly Business Reviews with our clients. Sometimes the client doesn't have time, or we delay it, but we really shouldn't. QBR's (Quarterly Business Reviews) can be super valuable for all. Today's QBR was with Van de Velde, who we've worked with for a while now. Adrian, Vivian, Caroline and I were joined by Candace Jordan (our Google Relationship Manager, who nicely left the Googleplex to see us in-office) while we talked over the Q2 challenges, and how these challenges inform Q4 strategy. The value here was in aligning growth expectations with historical trends, and I found it very helpful. If your agency isn't giving QBR's ask them to. Or if you don't find the QBR valuable, tell your agency what would be valuable, instead. --- ### Mission Statement - Published: 2018-07-12 - Modified: 2018-07-12 - URL: https://masoninteractive.com/2018/07/12/mission-statement/ - Categories: Mason Culture Mason Interactive's mission Statement is: Be an ally for our clients to grow their business. That's it. Simple. We succeed together, or not at all. I think it's key that everyone on a team have a common goal. When our company was smaller, and there were five of us in one room, there was much less need to formalize our mission. Now that we're bigger - and growing even bigger - we think it's important to formalize it. So, Mason Interactive's mission Statement is: Be an ally for our clients to grow their business. That's it. Simple. We succeed together, or not at all. Our brand pillars are: Transparency: Total access to costs, process, and team. You will never hear us say "no, we can't give you that data. " 100% alignment on goals: The more we know about your goals, the more we will succeed. Treat other as we’d like to be treated: This sounds simple, but it's a great rule for life. Frictionless: We strive to make every interaction as frictionless as possible. Evolutionary: We evolve in real time to get better every day Every new employee, from this day on, will be asked to memorize these pillars. --- ### Google Marketing Live at the San Jose Convention Center - Published: 2018-07-10 - Modified: 2018-07-10 - URL: https://masoninteractive.com/2018/07/10/2018-7-10-google-marketing-live-at-the-san-jose-convention-center/ - Categories: News & Events We are in beautiful San Jose California for Google Marketing Live. It's nice to see old friends & make new ones. This awesome yearly event previews the product roadmap, lets partners like Mason stay ahead of the curve by giving us access to new Google research & marketing insights, and makes us part o leading the industry dialogue. Last night was drinks on the terrace, and the proper show starts today. --- ### New Client Alert: Jondo - Published: 2018-06-15 - Modified: 2018-06-15 - URL: https://masoninteractive.com/2018/06/15/new-client-alert-jondo/ - Categories: Clients Jondo is a global, end-to-end printing behemoth, and we are happy to be handling their worldwide SEO. They were looking for an agency for a long time, and we're thrilled they chose us. --- ### TCS Ed System in our new conference room - Published: 2018-06-15 - Modified: 2018-06-15 - URL: https://masoninteractive.com/2018/06/15/tcs-ed-system-in-our-new-conference-room/ - Categories: Clients, Mason Culture We had the pleasure of hosting Hamza today as our very first client face-to-face in our new office. Hamza, many thanks for coming in from Chicago! --- ### New Client Alert: Choosy - Published: 2018-05-23 - Modified: 2018-05-23 - URL: https://masoninteractive.com/2018/05/23/new-client-alert-choosy/ - Categories: Clients We are Capital-T thrilled to have Choosy as our newest client. They are redefining fast fashion, and we are thrilled to be part of their team. --- ### Meeting at Shiseido in Paris - Published: 2018-04-25 - Modified: 2018-04-25 - URL: https://masoninteractive.com/2018/04/25/meeting-at-shiseido-in-paris/ - Categories: Clients Thank you Team Shiseido for taking care of us at your Paris offices. We had a great time, and look forward to chatting soon. --- ### Seeing clients at The Igluu in The Netherlands - Published: 2018-04-24 - Modified: 2018-04-24 - URL: https://masoninteractive.com/2018/04/24/seeing-clients-at-the-igluu-in-the-netherlands/ - Categories: Clients We had the immense pleasure of seeing Van de Velde on their home turf in Eindhoven, Holland. Their office is in a revamped, re-invigorated, re-tooled Philips light bulb factory called the Igluu. Think of a WeWork space on steroids. Truly an awesome facility, and a good meeting, too! The Igluu ! --- ### GDPR Compliance - Published: 2018-04-22 - Modified: 2018-04-22 - URL: https://masoninteractive.com/2018/04/22/gdpr-compliance/ - Categories: B2B Marketing At Mason, our worldwide client base means that we're up to date on the latest trends not just in the USA, but around the world. Lately, the GDPR has become a big topic of conversation. People disagree what its affect will be, and we've prepared some guidance, below, for our clients. General Data Protection Regulation (GDPR) is regulation that strengthens data protection for individuals in the European Union. These laws apply to nearly all businesses with customers, potential customers, or any consumer data in the EU, and obligate these businesses to protect their clients’ data. It obligates businesses in several ways: First, the software you use for emailing files, contacting customers, and storing data must be compliant. The onus is on you, the business owner, to only hire GDPR-compliant providers. Second, businesses must re-draft their opt-in clauses to be in line with the law. Third, you need to let users edit, delete, or just access, their data. I imagine that there is a business here for an enterprising developer to create and sell as an SAS. Four, you need to edit your terms of service to be compliant, stating clearly that you will use cookies, and everything else at your disposal, to give your customer their best journey. It will be interesting to see how this plays out. My own feeling is that clients' Facebook performance will not be very impacted, that Google's Audience tactics (RSLA, etc... ) will take a hit, but that things will level off. --- ### Face-to-Face at TCS Ed System - Published: 2018-03-28 - Modified: 2018-03-28 - URL: https://masoninteractive.com/2018/03/28/face-to-face-at-tcs-ed-system/ - Categories: Clients, Education Marketing Another great couple of Days at TCS in Chicago. Thank you Joel, Hamza, Andrew and Colin, for hosting us. --- ### Goodbye to Ms. Eydman - Published: 2018-02-15 - Modified: 2018-02-15 - URL: https://masoninteractive.com/2018/02/15/goodbye-to-ms-eydman/ - Categories: Mason Culture After 8 years, four offices, 20 accounts and an equal number of employees, my Second in Command, Julie Eydman, is leaving. We wish her well :) Several old employees showed up for the festivities, and it was great to see them too. --- ### New Client Alert - Improv Traffic School - Published: 2018-01-29 - Modified: 2018-01-29 - URL: https://masoninteractive.com/2018/01/29/new-client-alert-improv-traffic-school/ - Categories: Clients Super-happy to be working with the My Improv team, out of L. A. , for SEO, Social Media, and Paid Search. My Improv is a traffic and defensive driving school, with a twist - The courses are written by professional Hollywood writers and fueled by laughs from the Improv Comedy Club. --- ### New Client Alert - Dome Beauty - Published: 2018-01-26 - Modified: 2018-01-26 - URL: https://masoninteractive.com/2018/01/26/new-client-alert-dome-beauty/ - Categories: Clients We met the Dome team at Founder Made, and we could not be more-excited to work with them and take them to the next level. Plus, it's another good reason to visit Chicago. :) --- ### Guava Pass Sit-down - Published: 2018-01-24 - Modified: 2018-01-24 - URL: https://masoninteractive.com/2018/01/24/guava-pass-sit-down/ - Categories: Clients Guava Pass, one of our premier clients, had us dial-in and present to their entire management structure. The team was nice enough to send this photo of them listening in, while we were presenting. Further alignment on goals - and honestly, just letting everyone know what everyone else does - is always helpful. Rob and Jeff, next time we're flying to you. --- ### Talking 2018 Planning at TCS Ed System - Published: 2017-12-13 - Modified: 2017-12-13 - URL: https://masoninteractive.com/2017/12/13/talking-2018-planning-at-tcs-ed-system/ - Categories: Clients, Education Marketing --- ### Founder Made CDS VIP After Party - Published: 2017-11-20 - Modified: 2017-11-20 - URL: https://masoninteractive.com/2017/11/20/founder-made-cds-vip-after-party/ - Categories: News & Events Mason was lucky enough to sponsor a VIP After Party on the first night of the Founder Made Consumer Discovery Show this past Friday 11/17. Thank you to our co-sponsors Yatpo, Natalie's Orchid Island Juice Co. , and more, and especially to all the great brands who attended. Masonites working the crowd at CDS VIP After Party. Attendees like Grady's Cold Brew. --- ### Google Talent Event, COOP Fall 2017 - Published: 2017-11-16 - Modified: 2017-11-16 - URL: https://masoninteractive.com/2017/11/16/google-talent-event-coop-fall-2017/ - Categories: News & Events Everybody here knows how much we love the COOP Talent Event. 2 of our 20 employees are COOPer's, and we are committed to hiring more. For the uninitiated, COOP is a career incubator for local (NYC) grads. Participants get 200 + hours of training in Google Advertising and Analytics, Facebook Advertising, SEO, and more. At training's end, Google sponsors a sort of speed-dating/but-for-jobs situation, and we think it's great. Hearing Sarah Carberry, Head of US Multicultural Sales and Operations at Google, the always-awesome Steph Schmitt, and Bob Dillon, Director of Agency Development at Google Marketing Solutions, is great. Even better? Meeting some fantastic new hire candidates that I can't wait to bring in here. Opening Remarks Steph Schmitt (Google) leading a panel with Anika Sharma and Jaquan Murphy (NetElixer) and Tammy Segal & Marcial Davis (both of IPG). --- ### New Client Alert - GRS Academy - Published: 2017-11-16 - Modified: 2017-11-16 - URL: https://masoninteractive.com/2017/11/16/new-client-alert-grs-academy/ - Categories: Clients We are super-excited to be working with an old friend, but in a new space. GRS Academy just engaged us to help them expand their U. S. Footprint, and we couldn't be happier about it. --- ### Weekly Meeting with 525 America - Published: 2017-11-10 - Modified: 2017-11-10 - URL: https://masoninteractive.com/2017/11/10/weekly-meeting-with-525-america/ - Categories: Clients 525 America (and NYC Alliance, DesigNow, and Love Scarlett, who are all part of the same corporate family) are right down the street from us, so sometimes we do our weekly meetings face-to-face. Thank you Jane Pedersen and Vanina Ferulano for hosting Julie, Mike, Jessica, Leah and me. --- ### Rigby & Peller Quarterly Business Review - Published: 2017-10-26 - Modified: 2017-10-26 - URL: https://masoninteractive.com/2017/10/26/2017-10-26-rigby-peller-quarterly-business-review/ - Categories: Clients We haven't been working with Rigby very long, but they've got a great portfolio of upscale lingerie brands, and we are enjoying every day with them. Thank you Kate for attending in-person. Priyanka and Kelly, thank you for joining us on the GoToMeeting. Adrian, Julie, Vivian and Jessica, thank you guys, too! --- ### New Client Alert - Freyrs Eyewear - Published: 2017-10-25 - Modified: 2017-10-25 - URL: https://masoninteractive.com/2017/10/25/new-client-alert-freyrs-eyewear/ - Categories: Clients We are super excited to welcome Freyrs to the family. Mike Reichman, VP of Growth Strategy here at Mason says "With our background in Consumer Packaged Goods and Freyers cutting-edge styles, we think it's a perfect marriage. We look forward to continually testing, tuning and growing their sales. " --- ### The Bigger Picture of the Smaller Screen - Published: 2017-10-24 - Modified: 2017-10-24 - URL: https://masoninteractive.com/2017/10/24/the-bigger-picture-of-the-smaller-screen/ - Categories: Marketing Strategy Thank you Facebook for hosting us (and a few dozen other agencies) to talk about new video product offerings. --- ### In New Hampshire at Nashua Nutrition - Published: 2017-10-21 - Modified: 2017-10-21 - URL: https://masoninteractive.com/2017/10/21/in-new-hampshire-at-nashua-nutrition/ - Categories: Clients Today we returned from a meeting with Nashua Nutrition. They're one of our oldest clients, and we handle SEO, SEM, Social and EMail marketing for them. We just launched a re-platform of their website (Shopify) and were walking them through the new Quarter's goals. Thank you to Eric, Glenda, Poole, Adrian, and Julie. --- ### Strategy Sessions at Google - Published: 2017-10-19 - Modified: 2017-10-19 - URL: https://masoninteractive.com/2017/10/19/strategy-sessions-at-google/ - Categories: Clients, News & Events Another week, another meeting at Google. This time the topic was top-of-the-funnel strategies for Dagne Dover. Thank you Aurora Vintilescu & Steph Schmitt from Google, and Vadim and Deepa from Dagne. --- ### Dagne Dover Quarterly Business Review - Published: 2017-10-12 - Modified: 2017-10-12 - URL: https://masoninteractive.com/2017/10/12/dagne-dover-quarterly-business-review/ - Categories: Clients All of our clients get Quarterly Business Reviews, in addition to weekly calls. The QBR's are a time for CEO's and Directors, who might not be on weekly calls, to regroup and plan for what's next. Thank you to Vadim and Deepa (and Julie and Adrian and Leah) for your time. Q4's going to be awesome. --- ### The State of Digital Marketing in Higher Education - Published: 2017-10-11 - Modified: 2017-10-11 - URL: https://masoninteractive.com/2017/10/11/the-state-of-digital-marketing-in-higher-education/ - Categories: Education Marketing, Marketing Strategy On Tuesday Oct 10th, at the Princeton Club on 43rd Street, we spoke (along with Sparkroom and Google) to the board of TCS Ed System regarding the State of Digital Marketing in Higher Education. We started at 9:00, when Rachel Schulties from Sparkroom talked about trends in big data. Google spoke at 11:15. Aurora Vintilescu wowed everyone with insightful data and analysis. We closed out the day, giving context to the changes. As usual, Ms. Julie Eydman was the best. Obligatory selfie Julie doing her thing. --- ### Speaking at Google - Published: 2017-07-27 - Modified: 2017-07-27 - URL: https://masoninteractive.com/2017/07/27/speaking-at-google/ - Categories: Google, News & Events As a Google premier partner, we were invited to speak on camera about Adwords, our experience, and how our Fashion and . edu clients are leveraging the platform to greater ROI. We'll share the video when it's ready. In the meantime, thanks to Steph Schmitt --- ### Google Talent Event - Published: 2017-06-02 - Modified: 2017-06-02 - URL: https://masoninteractive.com/2017/06/02/google-talent-event/ - Categories: Google, News & Events We were privileged to attend an awesome Google talent event yesterday. The COOP gives city kids a chance at advertising jobs by putting them through more than 200 hours of Adwords, Facebook and Bing training. Most of these "kids" are working full time jobs. As Tim Reis, Director of Performance Agency, Google said, this is a win-win-win. Google gets to look good, agencies get access to great talent, and the students get an opportunity they might not have otherwise had. Thank you Steph Schmitt for pulling this together and inviting us. --- ### Client Success Story - Published: 2017-05-23 - Modified: 2017-05-23 - URL: https://masoninteractive.com/2017/05/23/client-success-story/ - Categories: Clients Today, Facebook published a case study about us and our client, Wander Beauty. 4. 4X increase in sales, 59% decrease in cost per sale, 2. 3X increase in conversion rate, all documented, and we couldn't happier. --- ### Purdue buying Kaplan - Published: 2017-04-30 - Modified: 2017-04-30 - URL: https://masoninteractive.com/2017/04/30/purdue-buying-kaplan/ - Categories: Education Marketing, News & Events - Tags: higher ed The Wall Street Journal reported that Purdue University is buying Kaplan, hoping to reap the benefits of the Kaplan brand, and to create a viable online presence. Purdue President Mitch Daniels said “We took a long build-or-buy analysis and came to the honest recognition that we would be very unlikely to succeed building it ourselves. " This makes plenty of sense for everyone. Purdue gets a ready made online business and Kaplan gets the brand equity of a world-class University. I predict that this is the first wave of this, and that we'll see plenty more not-for-profit-/-for-profit M & A. A few observations: The purdue team has a steep, steep learning curve ahead of them. Get ready for a world full of acronyms, Mr. Daniels. CPA, CPL, CPO and CPE are about the become the most important words you know. I have to think that this would not have happened in a Clinton Administration, for better or worse. One wonders about Purdue's endowment. One suspects that it is shrinking, and that this acquisition is a bold move to turn that tide. --- ### Native Ad Or News - Published: 2016-05-13 - Modified: 2016-05-13 - URL: https://masoninteractive.com/2016/05/13/native-ad-or-news/ - Categories: Marketing Strategy About the blurring between native advertising and content: Here's a screenshot of the New York Daily News from this AM. I was 100% certain that "What is Nissan Predictive Collision Warning" was a sponsored post, because honestly, how could it not be? But a quick click through to the next page shows that it's an actual article. This can't be good for readers, the paper's bottom line, or Nissan. --- ### Top 5 Reasons To Use Online Influencer Marketing Brand - Published: 2016-04-29 - Modified: 2016-04-29 - URL: https://masoninteractive.com/2016/04/29/top-5-reasons-to-use-online-influencer-marketing-brand/ - Categories: Marketing Strategy One of the most exciting new paid media marketing avenues is online influencer marketing. Put simply, it's connecting consumer brands with content creators on popular online networks, like Facebook, Instagram, YouTube, and Tumblr. Once connected, the brands pay influencers to create content that promotes their products or services. Think of it as the social media version of a listicle. This concept isn't new. Companies have always reached out to influencers in an effort to get their brand some coverage. But now that this has been formalized into online platforms, industry leaders and media outlets are taking notice. Huffington Post estimates that influencer marketing will climb to 50% of digital marketing budgets for online marketers in 2016, completely disrupting the display industry over the coming years. While that has yet to be seen, it's still something to keep your eye on. Influencer marketing sits at an interesting intersection between paid media, SEO, partnerships, and content marketing. Due to the nature of the service, the content being created is useful in multiple ways:Driving Sales: The main reason why people participate in paid advertising is to drive sales. We all know that. But what does the return look like for influencer marketing? Well, a 2015 Burst Media study found that advertisers saw a return of $6. 85 for every dollar they spent. But how do you track that? Many marketplaces offer some kind of tracking option for your campaign. For example, Grapevine offers conversion tracking, so you can see exactly how many sales... --- ### New Client Spotlight- Dry Dock Electric Co. - Published: 2016-04-15 - Modified: 2016-04-15 - URL: https://masoninteractive.com/2016/04/15/new-client-spotlight-dry-dock-electric-co/ - Categories: Clients We're building a website for one of our newest clients, the Dry Dock Electric Co. They will sell LED Filament bulbs, so you can have your cake and eat it too - - - or at least, be environmentally friendly and have great lighting, too. We can't say too much about it for now, but it looks awesome. Which is no surprise, given the people behind it. --- ### Don’t Charge Enough For Reputation Management - Published: 2016-04-14 - Modified: 2016-04-14 - URL: https://masoninteractive.com/2016/04/14/dont-charge-enough-for-reputation-management/ - Categories: Marketing Strategy "According to contracts unearthed through a Freedom of Information Act request, the Bee shows that the school administration actually, naively thought it could purge a negative moment from Google. Judging by a quick search today, the effort was a total failure:" (UC David, please call us. Thanks. ) --- ### Agency Fires Client - Published: 2016-04-13 - Modified: 2016-04-13 - URL: https://masoninteractive.com/2016/04/13/agency-fires-client/ - Categories: B2B Marketing We fired a client this week. This is unusual, so I thought I‘d spell out why we did so. “The Client” was referred to us by a friend and liked our experience, so we went live in short order, adhering to our 90-day plan (all new clients get a three month plan of deliverables, goals, and expected results). Within 30 days, they decided to stop advertising and re-group. 60 days later we went live again... for about 5 days. After another 60 days where the client rejiggered the site, we went live again... for about five days. After one more 60-days-offline, 5-days-on cycle, I called them and told them we could no longer work with them. Rather than offer generalities about mismatched expectations or clients getting what they deserve, I thought I’d list the specific reasons we made this call: We didn’t make any money. We get paid to run a client’s advertising. When they’re not advertising, we don’t make any money. Because they kept stopping and starting, our total billing for them over the last 90 days was $350. Which is fine except... They didn’t spend enough to learn. Not hitting an ROI target isn’t bad news, if you’re learning things that will help you hit it next month. Being live for 5 out of every 60 days? Not going to get any learnings there. They were a time drain. They wanted to talk weekly while they were offline. This is also conceptually fine, but... They went in circles.... --- ### Unrealistic Expectations - Published: 2016-02-25 - Modified: 2016-02-25 - URL: https://masoninteractive.com/2016/02/25/unrealistic-expectations/ - Categories: B2B Marketing Our two cents on the Yelp employee who got fired after publishing a piece on how hard working at Yelp was: Good for her. I'm sure she expected to be fired - now anywhere she goes she'll stand out in an interview. Side note about employee expectations: everyone wants to make more money. I do, you do, and our interns do. But it's not an employer's job to pay someone as much as possible; it's an employer's responsibility to treat people fairly, and with respect, hopefully, and to give them honest feedback. I'm not sure what Ms. Jane's intention was in writing the piece, but I'm glad she did: it's opened up cool discussions in our office, and I hope yours too. --- ### Mason Interactive Hiring - Published: 2016-02-08 - Modified: 2016-02-08 - URL: https://masoninteractive.com/2016/02/08/mason-interactive-hiring/ - Categories: Mason Culture We’re hiring at least three positions; we’re lucky to be doing well enough to need new staff ASAP. (If you’re interested they range in salary from $45,000 to $65,000, depending on experience. They are SEO Account Manager, Paid Media Account Manager, and Social Media Account Manager. ) So you know what to expect, our typical interview process goes like this: We put an advertisement out. After 1 week, we go through the resumes, and invite the best fits to a phone screen, a quick 10 minute phone conversation where we ask some basic questions and get a sense of the candidate. We might set aside 2 hours to just do 10 minute phone screens. The people who do best on those phone screens we, ask to come in for a face to face. If you think you’re a good fit for any of these roles, please send a resume to hello@masoninteractive. com.   --- ### One Grand Books - Published: 2015-09-10 - Modified: 2015-09-10 - URL: https://masoninteractive.com/2015/09/10/one-grand-books/ - Categories: Clients, News & Events We were lucky to attend a cocktail party for one of our clients, One Grand Books. Their Summer Installation at Whisper Editions was closing last night. For those who haven't been, Whisper's space is awesome. One Grand Books is the brain child of Aaron Hicklin. Its premise: If you were on a desert island for the rest of your life, what 10 books would you take? Mr. Hicklin's curated these lists with help from friends like Tom Ford, Carrie Brownstein, Michael Stipe and more. Super cool. Eleanor Friedberger (The Fiery Furnaces) Richard Hell (Richard Hell and the Voidoids, amongst much else) and Andrew Solomon (everywhere) read from Lawrence Durrell, Richard Hell, and Carl Sandburg, respectively. One Grand Books Sample Desert Island reading lists from Glenn Ligon, Penny Arcade, Erica Jong, And Justin Vivian Bond.   --- ### Paid Social Media In Higher Education Part One: Facebook Vs. Google Higher Education Marketing - Published: 2015-08-11 - Modified: 2015-08-11 - URL: https://masoninteractive.com/2015/08/11/paid-social-media-in-higher-education-part-one-facebook-vs-google-higher-education-marketing/ - Categories: Education Marketing, Marketing Strategy Today we’re launching the first in a series of articles about Paid Social Media Marketing, specifically as it affects higher education marketing. In this post, we’ll take a look at some hard data. We compare baseline metrics in the two dominant online marketing platforms, Facebook and Google, to see how they stack up for a group of our . edu clients. “Schools who choose to not advertise on Facebook, are choosing to ignore the exact people that want to buy what they sell. ” - Emily Clifford, Senior Account Manager, Social Media. We took a look at 10 . edu’s - a mix of for-profit and not-for-profit, online and ground, and compared some key metrics. This data covers 90 days. Metric Google Facebook Take Away Cost per Click: $1. 82, $. 71 Visitors cost-- 39% of what Google costs. Click-to-lead %: 1. 24%, . 82% Google converts clicks into leads 52% better than Facebook. CPL: $145, $86 Facebook leads cost 59%, compared to Google. This is just the jumping-off point, and we’ll get into the people and . edu’s behind these numbers next week. For now, here are the key take-aways: 1 Facebook costs an astounding 39% of what Google does. For every $1,000 you spend on Google Adwords, you can get the same amount of visitors from Facebook for $390. 2 Google does convert those clicks into inquiries better - - - but not by enough of a margin to win in a head-to-head competition. 3 Because the cost... --- ### Summer Internships In NYC Coming To An End - Published: 2015-08-11 - Modified: 2015-08-11 - URL: https://masoninteractive.com/2015/08/11/summer-internships-in-nyc-coming-to-an-end/ - Categories: B2B Marketing As our summer internships in nyc come to an end, we say goodbye. One intern, Vivian, has worked here off and on for about three years, and so we're extra-sorry to see her go. But our loss is Charleston's gain. Without further ado, here's our exit interview with Vivian Eisenberg. How long have you worked here? Well, I started at Mason in May of 2013. And ever since, I have been interning for them on and off during my summer and winter college breaks, so it has been a patchy two years. What are you studying in College, and where? I am studying Business Administration with a concentration in Marketing at the College of Charleston in the lovely Charleston, SC. How closely has what you learned in school about marketing, correlated to what you've done here? I actually just started taking my core business classes this past year. Last semester when my Marketing 302 professor presented a couple of PowerPoint slides about SEO, it was sort of thrilling to already be acquainted with the real-life application of it. So I would say what I have learned in school about marketing has vaguely touched on the fundamentals of what I do at Mason. What's the best part about working here? I would have to say the amusing and distinct vibe here- the fact that it is not a quiet office with cubicles. The spunky, modern touch here joined with the Pandora music in the background definitely makes us different from a... --- ### Twitter Search Results On Google - Published: 2015-07-28 - Modified: 2015-07-28 - URL: https://masoninteractive.com/2015/07/28/twitter-search-results-on-google/ - Categories: Uncategorized So that's how Google is indexing Twitter searches? It's weird to see Google essentially outsource search engine results to someone else. And by the way it's awesome - Google's ownsearch result for "Jose Reyes" said nothing about a trade. --- ### Influencer Marketing - Published: 2015-05-18 - Modified: 2015-05-18 - URL: https://masoninteractive.com/2015/05/18/influencer-marketing/ - Categories: Uncategorized Public Relations Influencer Marketing is a new hybrid offline/online marketing strategy, necessitated by changes in the way Google looks at backlinks. It’s a lot like traditional PR, except that it happens online. But the dirty secret is - it's as traditional as traditional could be. Backlinking (review our handy guide to backlinking if you want a refresher) has changed over the years. Stage 1: Quantity = Win. Getting your website to rank well in Google used to be comparatively easy. Very briefly, the more backlinks you had, the higher you ranked on Google. It was all about quantity. Stage 2: Quantity x Quality = Win. But then the Google gods said "Enough! Not all links are equal! ” Suddenly where the links came from was more important than how many you had. SEOs scrambled to get more backlinks from websites with authority, because a link from nytimes. com was much better than a link from your Cousin Joe’s News Blog. Stage 3: Quantity x Quality x Relevancy = Win. Again the Google gods spoke and said "Enough! Not all good links are equal! " It now considers the quantity of backlinks only if they linked from contextually relevant on authoritative websites. So, if you are a college, it’s no longer enough to get a link from the NyTimes. com – now it has to be from the education section. With Backlinks devalued, where are we now? Here we are now, where even the word "backlink" sounds dirty. It was the... --- ### Backlink - Published: 2015-04-28 - Modified: 2015-04-28 - URL: https://masoninteractive.com/2015/04/28/backlink/ - Categories: Uncategorized A backlink is a link back to another online page/post/picture. Backlinks are important because they are key signals in telling Google how to rank your website. I live on Beard St. in Brooklyn with my six-year-old son and wife. If we were at a dinner party with 10 people, and someone asked you “hey, I’m thinking about moving to Beard St. with my six-year-old kid. Do you have any advice? ” You might point to me and say “No, but that guy does. You should talk to him. ” That pointing, that referral, is the real-world equivalent of a backlink. The online equivalent would be my writing that this is the best film school in Chicago or this is the best restaurant in Red Hook or that for advice in school marketing you should visit us. In each of those three cases, I created a backlink. Very, very, very briefly: more backlinks to your website = more people online trust you = you show up higher than the competition in a search result. For more examples, or to see how your backlinks stack up to the completion, please write us. --- ### Google Family Feud Auto Suggest (2) - Published: 2015-03-05 - Modified: 2015-03-05 - URL: https://masoninteractive.com/2015/03/05/google-family-feud-auto-suggest-2/ - Categories: Uncategorized It's snowing heavily, and so we're again at 1/2 staff ... Which makes it a perfect time to play the newest game sensation sweeping the nation.  https://www. youtube. com/watch? v=2yFwS3rMFQU&feature=youtu. be --- ### Google Family Feud Auto Suggest - Published: 2015-03-02 - Modified: 2015-03-02 - URL: https://masoninteractive.com/2015/03/02/google-family-feud-auto-suggest/ - Categories: Uncategorized Killing time here towards the end of a long Monday, playing our newest game. Here's how it works: 1 - type something super dopey into Google, like "how do I fix... " or "where is the closest... " and see what Google auto-suggests. 2 - Go around the room guessing the answer 3 - Winner gets bragging rights. --- ### Actual Wun Wun Review - Published: 2015-02-24 - Modified: 2015-02-24 - URL: https://masoninteractive.com/2015/02/24/actual-wun-wun-review/ - Categories: Uncategorized An introduction to Wun Wun, AKA "the Uber of Urban Fetch. " Sell your Friendster stock and log out of Kozmo, because the newest internet sensation is here. It's a (formerly) Free Urban Delivery Service called Wun Wun. Only available in NYC and San Francisco - for now - we first heard about it over Halloween. They ran Twitter ads offering free candy delivered for every app install - and I thought "well that's a VC-backed activation if I ever heard of one. "Use your Wun Wun app to get pretty much anything delivered. You tell the app what you want, where you want it from, and a real live human brings it, generally within the hour. Anyway, if you're old enough to remember Urban Fetch (who lost money on every customer; the more business they had, the more money they lost! ) and Kozmo, Wun Wun will sound awfully familiar. There is one new wrinkle; Wun Wun has a "sharing economy" twist. Like the fabled Uber driver who just picks up passengers in his off time for a few extra bucks, we've gotten Wun Wun deliveries from guys who said "yeah, I was on the way across town on my lunch break to see my girl, so I logged in and saw that you were on my way. Now I've got extra cash for lunch. " How does it compare to the buying ostrim meat sticks online, from a more-traditional vendor? Well it's faster, slightly less professional and a... --- ### Meet The Team- 10 Questions With Julie Eydman - Published: 2015-01-23 - Modified: 2015-01-23 - URL: https://masoninteractive.com/2015/01/23/meet-the-team-10-questions-with-julie-eydman/ - Categories: Uncategorized Meet The Team is where we feature one member of our team a month, so you can get to know a bit more about us, apart from what our voices sound like on the phone during our weekly updates with you. As Director of Accounts--yes ALL accounts--Julie is the one who makes sure we are doing the best work and getting the best results for our clients. Whether she's suggesting a new strategy, offering creative solutions, or helping to set up a client on new platforms to increase their ROI, Julie is the glue that holds Mason together. An expert herself, in SEO, Paid Search, Email, and Social, Julie--in addition to keeping us all on task--also runs her own accounts. Meet our secret weapon, Julie... If I wasn't in digital marketing, I would... be a sociology researcher or data analyst (not very exciting... I know) If not in New York City, I would live... in Costa Rica If I had to be outdoors all day, I would... hike! or bike or surf or ski or climb. If I could go back in time for one decade, it would be... I hate going back. Forward is the only way to go. As A Teenager, I was totally into... climbing trees, especially those with ripe fruit in the summer. The fictional character I'd be best friends with in real life is... Daenerys Targaryen. The last thing I purchased online was... a few books and kid snowshoes. The last book I read was...... --- ### Interactive Account Manager - Published: 2015-01-13 - Modified: 2015-01-13 - URL: https://masoninteractive.com/2015/01/13/interactive-account-manager/ - Categories: Uncategorized Interactive Account Manager, Paid Search & Media Schedule: Full-time salaried position. Pay: 37. 5K to 42. 5K annually. Hi. We're looking to hire someone to run PPC (and related media) in our NYC office. We're a 7-year-old firm with about 13 employees, and we help our clients sell, promote, and market their products online on Google, Facebook, MSN, Yahoo, LinkedIn, Twitter, and more. The ideal candidate is someone who works a big agency and knows their stuff, but is bored by the bureaucracy - annoyed at having to run everything through levels of management. Here, you'll have direct responsibility to try out your ideas, your strategies and your plans. You must have experience with Adwords, MSN, and Yahoo. A good attitude helps too :) Responsibilities include: Full responsibility for running 1-to-4 accounts. This means you'll be client-facing, doing behind the scenes work, doing research and reporting, and more. Please send a resume to hello@masoninteractive. com.   --- ### Peak Google - Published: 2014-11-06 - Modified: 2014-11-06 - URL: https://masoninteractive.com/2014/11/06/peak-google/ - Categories: Uncategorized Are we at Peak Google? What is "peak Google," are we there, what does this mean for you, and what can you do about it? Let's define the term by comparing it to "Peak Oil" which Wikipedia calls "... the point in time when the maximum rate of extraction of petroleum is reached, after which the rate of production is expected to enter terminal decline. "We think that Google meets that same criteria, and we're not alone. Here's a piece from Quartz about how "Google's dominance in search is nearing its peak. "; John Battelle, who wrote the you-must-read-it-before-you-work-here book "the Search" wrote about the phenomena; Strategery's bluntly-titled "Peak Google" posits that it's a function of the rise of native advertising. "My own take is that Google's search growth has flatlined to some degree, but that it's not at the expense of something else - I think they're unquestionably the dominant player in search, and will be for years to come. . But think about it - do you use Google as much as you used to? Or do you search for stereo components on Amazon? Find the weather via search, or use your iPhone? The examples go on and on. What Does This Mean For You? For 10 years, our (mostly . edu-based) clients have counted on sustained growth in search queries from Google - they/we could forecast 10% yearly growth in search volume. So what happened? First - the broadband explosion of 2005-2008, where most of the country... --- ### Hiring Interactive Media Jobs - Published: 2014-10-02 - Modified: 2014-10-02 - URL: https://masoninteractive.com/2014/10/02/hiring-interactive-media-jobs/ - Categories: Uncategorized We're Hiring for Interactive Media Jobs: Hi. We're seeking applicants for several Interactive Media jobs. If interested, please send a resume to hello@masoninteractive. com. The positions are, in order of experience needed:Social Media Coordinator Schedule: Part time (with possibility of becoming full-time). Students are welcome to apply. Pay: $10 per hour. Responsibilities include: Managing a hand-full of clients' social media presences, focusing on using the social media to generate sales, views, and engagement. You'll learn how to use Facebook, Instagram and Twitter (among others) to generate real results for real clients. This role will introduce you to all the basics of working at an agency - creative work, reporting, client-facing, and more. Skills Needed: A good attitude, and a willingness to learn. This is an entry level position, and it's ideal for someone just out of college who's looking to break into online advertising. Graphic Design Associate Schedule: Part time (with possibility of becoming full-time). Students are welcome to apply. Pay: $10 per hour. Responsibilities include: Creating engaging visual content via ads, facebook posts, and more. Skills Needed: Strong Organizational skills, the ability to take feedback from non-designers, and skills to produce ads in a timely fashion. Interactive Marketing Coordinator Schedule: Part time (with possibility of becoming full-time). Students are welcome to apply - many of our full-time employees started in this role in college. Pay: $10 per hour. Responsibilities include: Working on Social Media, clients' blogs, and other properties to make sure they show up when someone looks for them.... --- ### Mason Interactive- Office Moved - Published: 2014-09-22 - Modified: 2014-09-22 - URL: https://masoninteractive.com/2014/09/22/mason-interactive-office-moved/ - Categories: Uncategorized Hi. We've settled into our new long-term home at 20 West 38th St. It's right off of Fifth Ave. It took a little longer than we wanted, but it was was worth it - - more office space, more natural light (skylights! ) and we finally got new chairs (any who's worked here in the last 6 years knows - those new chairs were a long time coming. ) Accounting and design stay in Long Island - and so does our mail - but the account management team is all here on 38th. Come and visit soon! Mason Interactive offices - they say we were supposed to move in. Dan Cardinale coming in on an off day to help with the move. The Day we did move in. --- ### Twitter Agency Accounts, Please. - Published: 2014-08-21 - Modified: 2014-08-21 - URL: https://masoninteractive.com/2014/08/21/twitter-agency-accounts-please/ - Categories: Uncategorized Our agency is steadily porting our edu clients over to Twitter's advertising platform. We love it. Here's the issue: There's no Twitter agency account capability. This means that we have to log in separately to each account. This is not a big pain, really. What is a big pain: I have to put my own corporate credit card in their accounts. Why is this a problem? Because my credit card is now in the hands of whatever intern has log ins to a client's twitter account. Side note: Because our clients aren't seeing a real, scaleable ROI attached to Twitter, it's given less attention. The CMO of a Sterling Partners portfolio company certainly does have log ins to his adwords account handy; it'd be silly not to. But nobody's getting dozens of daily applicants to their school via Twitter, so it falls down the totem pole to an associate or intern. It's simply not on the CMO's radar. So if the intern decides to change the password - a perfectly likely event - or we part ways with the client - it happens - our corporate card is essentially held hostage. God forbid clients starts spending $30,000 monthly on Twitter - this would give us real hesitation. So the suggestion is: Create a Master-Agency-Account capability. Let that account have restricted permissions in a client's account. Give us the option to use our CC for the media spend. Give us a mechanism to retract/remove our CC if we ever need to.... --- ### Case Study: Email Marketing for Technical School Lead Generation - Published: 2014-07-07 - Modified: 2014-07-07 - URL: https://masoninteractive.com/2014/07/07/case-study-email-marketing-for-technical-school-lead-generation/ - Categories: Uncategorized The Task: Increase lead-to-conversion rates from high-volume, low-cost sources. The Results: 2x Increase in Lead-to-Enrollee Conversation Rate. The Process: To achieve the 2x increase in lead-to-enrollee rates, we employed advanced email marketing tactics. If you’d like a free remarketing audit, let’s talk about it: sales@masoninteractive. com.   --- ### Jonathan Lister, VP Sales at LinkedIn - Published: 2014-07-07 - Modified: 2014-07-07 - URL: https://masoninteractive.com/2014/07/07/jonathan-lister-vp-sales-at-linkedin/ - Categories: Uncategorized --- ### How To Buy Ads On Social Media 2014: 5 Top Tips For Facebook Advertising - Published: 2014-07-07 - Modified: 2014-07-07 - URL: https://masoninteractive.com/2014/07/07/how-to-buy-ads-on-social-media-2014-5-top-tips-for-facebook-advertising/ - Categories: Uncategorized Facebook remarketing 2013 was a big year for Facebook’s advertising business. The company revamped the ads platform and their Power Editor. This gave users a cleaner, friendlier interface, more useful and advanced reporting options and an objective-oriented ad experience. They also launched conversion tracking, allowing advertisers to directly attribute conversions on their websites and landing pages to Facebook ads. We’re only a few months into 2014 and Facebook has already announced the rollout of Ad Sets, which allow users to organize their ads into sets within each campaign. All these changes can make it hard to stay on top of best practices for the ad platform and ensure that your business is fully exploiting everything Facebook ads have to offer. Will Facebook's right-rail ads finally disappear in 2014? It may be too soon to sound the death knell for Facebook's right-side "banner spam" – after all, these ads work well for many advertisers, are a good medium for retargeting, and generate plenty of revenue for Facebook. However, it's clear we're moving into a new era of News Feed advertising.   --- ### Meet the Mason Team: New Summer Staff - Published: 2014-07-07 - Modified: 2014-07-07 - URL: https://masoninteractive.com/2014/07/07/meet-the-mason-team-new-summer-staff/ - Categories: Uncategorized Yitzy Marcus Account Coordinator, SEOFrom: Efrat, Israel Favorite Part of Your Job: I love getting to see and explore new parts of the internet and learning a ton of random general knowledge thanks to all the research i do for our various clients. Fun Fact: I am HUGE superhero/comic book geek. Nina Klapper Account Coordinator, SEOFrom: Teaneck, NJ Favorite Part of Your Job: My favorite part of the job so far is the creative aspect of working with different brands and speaking to different audiences. Fun Fact: I am 21 years old and have been dancing for 21 years. Emily Clifford Account Coordinator, SEOFrom: Baldwin, NY Favorite Part of Your Job: My favorite part of my job so far is meeting new people and learning about the different ways to market to consumers. Fun Fact: I'm named after Emily Elizabeth, the character from Clifford the Big Red Dog books. Lizzie Rozentsvayg Account Coordinator, DesignFrom: Brooklyn, NY Favorite Part of Your Job: My favorite part of my job is the opportunity to professionally do something I enjoy Hobby: I like to sit in an artsy cafe with a sketchbook --- ### Google Complying with "Right To Be Forgotten" - Published: 2014-07-03 - Modified: 2014-07-03 - URL: https://masoninteractive.com/2014/07/03/google-complying-with-right-to-be-forgotten/ - Categories: Uncategorized Google Headquarters California: The New York Times today reported on how Google is complying with the EU's "Right to Be Forgotten" Law. Google's stated mission is to "organize the world's information. " Some of that information is negative. Some of it is harmful. Some of it is fraudulent. Could there/should there be a lever to contest fraudulent info? Sure. But it's not Google's obligation to do so. If you don't like the prevalence - perceived or real - of fraudulent info on Google, Go to DuckDuckGo. Or Lycos. Or 7Search. Or Ask. com. Or Bing. Or Yahoo. Wherever. Government has a role to play in protecting civil liberties, natural resources, (and maybe more, depending on your viewpoint) but not in what Google returns as a search result.   --- ### Social Media As Digitial Stylist: How Luxury Fashion Brands Use Social Media in 2014 - Published: 2014-07-01 - Modified: 2014-07-01 - URL: https://masoninteractive.com/2014/07/01/social-media-as-digitial-stylist-how-luxury-fashion-brands-use-social-media-in-2014/ - Categories: Uncategorized The History of the Luxury Fashion vs. Social Media Walk-Off:In 2013, Rag & Bone used Google Hangouts to launch it's first live Shoppable show from the tents at Fashion Week; Bergdorf Goodman just launched a menswear Instagram account; Chanel posts on Google+ and Facebook but does not have a Pinterest account, where it's the third most popular brand being pinned. Despite all this progress, "luxury" fashion brands still misunderstand the role of social media. From the early days of social media, luxury brands have tended to ignore these marketing channels invoking two main rationales: (1) My luxury clientele do not use social media (2) It dilutes luxury fashion brands to use social media. https://www. youtube. com/watch? v=i7-PqQDWgLQ While possibly true for a certain higher-echelon of brands (think Belgian Loafers, Céline, Brioni, Hermès etc) from 2005-2010, the above statements are now generally false. This not to say that every luxury fashion brand should throw themselves into ALL social media has to offer but should at least understand how and why it works. We know, we know. There are specific challenges that luxury fashion brands encounter in social media that simply don't exist for Whole Foods and Target. They exist for high-fashion brands on social media that other retailers opt-in to all social media has to offer. Yes, Chanel should at least have a brand presence on Pinterest, but no, Hèrmes need not sell its Birkin bags through an e-store on Facebook. The Odd Couple: Luxury Fashion Brands & Social Media Traditionally,... --- ### The Changing EDU Marketing Landscape - Published: 2014-06-27 - Modified: 2014-06-27 - URL: https://masoninteractive.com/2014/06/27/the-changing-edu-marketing-landscape/ - Categories: Uncategorized We just got back from a week in Chicago, where we were lucky enough to speak to TCS Ed System's constellation of schools about the state of education marketing. Affiliate Managers, Content Strategists, TV buyers, designers, and us all came together to talk about the changing EDU marketing landscape. Things like Corinthian's troubles came up, but only tangentially. TCS Ed System runs non-for-profit schools, and while the landscape is certainly different than it was five years ago, the non-profit sector is in a different boat than the for-profits. On top of the regular, valid, ongoing concerns - like the bread and butter issues of generating inquiries for programs where The Chicago School is a clear leader, like Industrial & Organizational Psychology Programs - was, of course, the shift to mobile. As Fred Wilson says, the mobile monster is eating everything, and it's not going away. More on this later :) --- ### Happy Hour at The Kensington Roof Garden and Lounge - Published: 2014-06-26 - Modified: 2014-06-26 - URL: https://masoninteractive.com/2014/06/26/happy-hour-at-the-kensington-roof-garden-and-lounge/ - Categories: Uncategorized On Tuesday the 24th, we sponsored a Happy Hour at the great Chicago Rooftop bar, the Kensington - Heather Hogden Director of Sales & PR at Parliament, set it up for us - and a good time was had by all. It's always great to reconnect with people face-to-face - we speak with most of these folks weekly, if not daily, over the phone - because there's no substitute for sharing a drink (even if it is a cinnamon shot).   --- ### 5 Tips To Get You Started on Pinterest - Published: 2014-06-25 - Modified: 2014-06-25 - URL: https://masoninteractive.com/2014/06/25/5-tips-to-get-you-started-on-pinterest/ - Categories: Uncategorized You finally did it. You jumped on the Pinterest bandwagon, and you made yourself a profile. Good for you. It feels good to get out there and spread your wings a little bit. Hopefully you followed our 5 tips to optimize your Pinterest profile for SEO, if you didn’t I would strongly suggest you take a look. Pinterest can be an EXTREMELY valuable tool for SEO if used correctly. Now you are sitting by your computer endlessly scrolling through different healthy recipes, wedding décor, and fashionistas pinning the latest designs, and you thinking hey this is great, but how am I going to build an audience on this site? I’m so far behind everyone else. Fear not. We have 5 tips plus an extra special BONUS 6th tip to help get you started Pinterest. 1. ) Let your current users know you are on Pinterest. It sounds obvious, but spread the word on your site and your other social media accounts. Add Pinterest follow buttons and feed widgets to your website. If you have a blog make sure your readers have the opportunity to pin what you are posting. 2. ) Find your existing social audience, and follow them. We love notifications. We love to feel popular. Throw your fans a bone and give them a follow. It doesn’t hurt you and it might mean the world to them. At the very least it will let them know that you are on Pinterest! You can connect your Twitter to your... --- ### 10 Questions with SEO Account Manager Nate Kugel - Published: 2014-06-16 - Modified: 2014-06-16 - URL: https://masoninteractive.com/2014/06/16/questions-with-seo-account-manager-nate-kugel/ - Categories: Uncategorized When your friends ask what you do, what do you tell them? I make people show up higher on Google. If I could go back in time for one decade it would be 60’s. Mad Men looks like fun and it would probably be my only opportunity to see the Jets win a Super Bowl and the Mets win a World Series in my lifetime. The fictional character I'd be best friends with in real life is Jim from the office. We make similar faces. As a teenager, I was totally into Cue the ‘What do you mean when Nate WAS a teenager jokes’ The last thing I purchased online was One of those horse head masks. The thing basically paid for itself in hilarious selfies. The last song I listened to was No Scrubs - TLC. My cocktail of choice is When I’m with out the guys scotch on the rocks, but between us, any frozen alcoholic drink. I mean it’s an alcoholic Slurpee... What was your AOL screen name? expomt7 in honor of my seventh grade teacher with the initials MT who had a penchant for launching Expo markers at us when we were bad. Mac or PC? I’m a major Apple groupie. What's your favorite part of your job? My team. I’m fortunate enough to work with a really great group of people who make it a pleasure coming into the office every day. What’s one thing no one in the office knows about you? Ketchup is... --- ### 5 Ways To Optimize Your Pinterest Profile for SEO Right Now - Published: 2014-06-04 - Modified: 2014-06-04 - URL: https://masoninteractive.com/2014/06/04/ways-to-optimize-your-pinterest-profile-for-seo-right-now/ - Categories: Uncategorized Leverage Your Pinterest profile for SEO in 5 Easy Steps. Excerpt from free e-book. Below are the Top 5 things you can do right now to improve your Pinterest profile for SEO Purposes:1. ) Choose A Pinterest-friendly Profile Picture: Your Pinterest profile picture dimensions are 160×160 pixels. Your image should be square and at least that size. If not, your profile picture may be distorted or blurry. Large images may fail to upload, so resize large pictures before you upload them. When choosing your profile image remember, it should be legible on small screens as well as recognizable from a brand perspective. 2. ) About Description: Make It Keyword-Rich 160 character limit for a simple, succinct keyword-rich overview of your brand. 3. ) Title Your Boards: Short and Sweet Keep board titles under 28 characters so they are fully visible. If you find you need more space to title your board, you should use that as your board description and think of something simple that your followers will understand and search Pinterest for. 4. ) Add Board Descriptions: Don't forget to add a description of your board! Pinterest allows 500 characters, but aim for 200-300. Pinterest users search for inspiration on Pinterest (or 'pinspiration' as they say) by typing keywords into their search bars. To get your Pinterest page, boards, or pins from your site to show up, use specific branded keywords + Pinterest category names whenever possible. Search bar - Pinterest profile for SEO masoninteractive. com5. ) Rearrange Your... --- ### Content Marketing 101: Social Media is the vehicle for Engaged Storytelling - Published: 2014-05-19 - Modified: 2014-05-19 - URL: https://masoninteractive.com/2014/05/19/content-marketing-101-social-media-is-the-vehicle-for-engaged-storytelling/ - Categories: Uncategorized --- ### On The Internet: News You May Have Missed (12) - Published: 2014-05-15 - Modified: 2014-05-15 - URL: https://masoninteractive.com/2014/05/15/on-the-internet-news-you-may-have-missed-12/ - Categories: Uncategorized Heartbleed Gets Worse, Google Goes All Minority Report-y On Consumers, The Fins Pro-Hall&Oates, and Finally Social Media Marketers Get A Theme Song... What You Missed On the Internet from MasonInteractive. com:You Haven't Heard of Heartbleed? No, it's not Kanye's follow-up to 808s & Heartbreak. It's the morbid but not entirely as scary a name as it should be for the massive security breach going on right now. Apparently because the problem is (very) technical, it's difficult for regular users to understand why this vulnerability is a big deal, besides the fact that every news outlet tells you that it is. Trying to understand it all? Get the full Geeksplanation. PLATFORM WATCH - Platform News Alert: Google is attempting the impossible... again. Getting very Minority Report-y. They reportedly just launched a pilot program with six advertisers to try and connect online marketing to offline sales with an 'in-store attribution transaction reporting' mechanism in AdWords. Design Firms Realize Tumblr's A Thing Tumblr Adds Curalate Visual Analytics To Platform We should all be more like Finland. They put Hall & Oates on their stamps to celebrate homoerotic art... not really H2O but Tom of Finland, a global icon of contemporary gay culture. What do nerds think of Mike Judge's new HBO spoof Silicon Valley? They love it, or at least, we do. Some are dubbing it (not us, of course) the Nerdy Entourage. We are just in it for the sardonic take on the new it thing... Mike Judge always gets it just... --- ### Education Marketing: Three New Low-Cost Lead Sources - Published: 2014-05-14 - Modified: 2014-05-14 - URL: https://masoninteractive.com/2014/05/14/education-marketing-three-new-low-cost-lead-sources/ - Categories: Uncategorized Lead Sources: At Mason, we're lucky enough to work with our education marketing clients. It's an exciting mix of for-profit, not-for-profit, graduate schools, pre-schools, undergrad and certificate schools. As a result, we're able to try new things and see how they work for the entire . edu marketing field. Three new(ish) sources we've been trying are working very well for our education marketing campaigns. The platforms driving low-cost, . edu leads for us are iAds, Yahoo Gemini, and LinkedIn's new offerings. 1. LinkedInLinkedIn is well known to attract two types of users. The first type is someone who is looking for a job. The second type is, drumroll please, also someone looking for a job! So what is the difference between the types, you ask? The difference is - intent to improve skills. The first type is someone who is browsing and will make a move when the right opportunity comes along. The second type is someone who is not ready to hop jobs. This user is preparing for something bigger - a career shift. This person knows that shifting careers means acquiring new skills. This audience is perfectly positioned for almost any education marketing campaign. In our experience, CPCs vary from $2-$5, a low range compared to Google for the education marketer. Targeting options include age, location, skill set, group affiliation, and other interesting segmentation. Ad copy features a small graphic and allows multiple exclamation points! ! The only downside is phone numbers are not allowed in ad copy.... --- ### Branding: Not About Just Looking Better Than Your Competition - Published: 2014-05-12 - Modified: 2014-05-12 - URL: https://masoninteractive.com/2014/05/12/branding-not-about-just-looking-better-than-your-competition/ - Categories: Uncategorized --- ### Meet the *MOST* Unique Digital Marketer Around - Published: 2014-05-09 - Modified: 2014-05-09 - URL: https://masoninteractive.com/2014/05/09/meet-the-most-unique-digital-marketer-around/ - Categories: Uncategorized 10 Questions with Brook Shepard I would like to preface this post with the following disclaimer: BROOK SHEPARD DID NOT APPROVE THIS MESSAGE. Though, I suppose it really is his own fault that I happened to possess them by introducing me to a friend of his from high school in a business meeting... tisk, tisk. So Read On and Learn something you may not know about our Co-Founder and General Manager (he hates being called the boss, even though he is) at Mason Interactive. Brook is an Ivy League Graduate, former NYC Cabbie and Artist who loves GBV (Guided By Voices), James Bond, a well tailored suit and Ninjas. Judge for yourself whether Brook lives up to his senior superlative title... Our "MOST UNIQUE" Boss. Image courtesy of Brook's High School Yearbook Senior Superlatives Our "MOST UNIQUE" Boss. When your friends ask what you do, what do you tell them? I own a small agency on 29th St. If I wasn’t in digital marketing, I would... teach high school. If not in New York City, I would live in... Key West. If I had to be outdoors all day, I would... What? Does not compute. Error. If I could go back in time for one decade, it would be... The 1990's because I'd like a do-over on my whole teenage experience. As a teenager, I was totally into... girls. (yeah he was ) LL Cool B (Ladies Love Cool Brook) A Young Brook Shepard, NBD just going to Senior Prom... --- ### The Value of Big Data Capture - Published: 2014-05-05 - Modified: 2014-05-05 - URL: https://masoninteractive.com/2014/05/05/the-value-of-big-data-capture/ - Categories: Uncategorized Mason Interactive Market Smart Big Data Quote #MarketSmart: "Data is important, but an idea rooted in INSIGHT is worth it's weight in gold" Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for MasonInteractive. com clients! Topics include: advertising, client relations, creativity and innovation. --- ### News In Wearable/Smart Tech, New Social Platform Updates for Pinterest, Google+ and more - Published: 2014-04-30 - Modified: 2014-04-30 - URL: https://masoninteractive.com/2014/04/30/news-in-wearablesmart-tech-new-social-platform-updates-for-pinterest-google-and-more/ - Categories: Uncategorized Most Effective Channel for Content Sharing? It's not what you think, Smart Bikes? Make News In Wearable/Smart Tech, Plus New Updates for Pinterest, Google+What You Missed On the Internet from MasonInteractive. com: What is the most effective channel for content sharing? EMAIL... duh In a recent study, users overwhelmingly prefer sharing articles via email compared to Facebook and Twitter. Adobe Report: Focus On Photos, Video & Posting On Fridays For Better Facebook Results Redundant: Mashable lists Social Media Platforms (Facebook, Instagram, YouTube) in Top 10 Countdown of Brands on Social Media... WEARABLE TECH TREND - wearable tech news from Mason Interactive: Apple EarPods will reportedly feature a heart rate sensor and iBeacon Tech Vanhawks spearheads a Kickstarter project to create a smart bike that can track rides and give directions The publishing industry needs to prepare itself for the consolidation of wearable tech, as publishers will have a big role in wearables in the near future. PLATFORM WATCH - Platform News Alert: What the recent updates from Google+ mean for your brand Pinterest Guided Search launches on mobile APP HAPPY Appy Day ACOMPLI is already in the Top 10 after its Apple App Store premiere today --- ### Branding According to Mean Girls - Published: 2014-04-28 - Modified: 2014-04-28 - URL: https://masoninteractive.com/2014/04/28/branding-according-to-mean-girls/ - Categories: Uncategorized #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics include: advertising, client relations, creativity and innovation. branding according to Mean Girls masoninteractive. com --- ### Content Marketing: How Content Creates Innate Brand Value - Published: 2014-04-21 - Modified: 2014-04-21 - URL: https://masoninteractive.com/2014/04/21/content-marketing-how-content-creates-innate-brand-value/ - Categories: Uncategorized #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics include: advertising, client relations, creativity and innovation. The only way to succeed with your content marketing is to create content that is truly useful to your audience. Creating content that is a waste of time--filler, spam, link-bating--will hurt your brand's credibility and reputation. Slide04 --- ### Marketing Alignment: Improve Your Marketing Performance by 50% - Published: 2014-04-16 - Modified: 2014-04-16 - URL: https://masoninteractive.com/2014/04/16/marketing-alignment-improve-your-marketing-performance-by-50/ - Categories: Uncategorized Audience Touchpoints for Digital Marketers - Learn How To Improve Your Marketing Performance by 50% in Two Steps:It's 2014 and most companies have been running online marketing campaigns for some 5 to 15 years, a common range. Over the years, your website probably went through multiple redesigns, platform updates, and content optimizations. So did your marketing strategy. By now, you likely have an email list, you're well-versed in SEO, and you understand CTR (Click-Thru-Rates) and Conversion Rates. Sound familiar? If yes, that puts you in top 25% of most effective marketers out there! Nevertheless, we all know that there is always room for improvement and growth, but where do you start? In this article, I will explain how you can climb your way from top 25% to the top 1% of most effective online marketers. The truth is - there is no secret, no magic voodoo, and any marketer can do it. All you need to do is align your messaging across all marketing campaigns and channels! Lets call this process - Cross-Channel Alignment. Here are the two simple steps:Step 1: Run An All-Inclusive Inventory of Your Existing Audience Touchpoints. Audience Touch Points = all the various ways you are communicating to your audience, both past customers and prospective customers. For example, your main goal might be to acquire leads and then funnel them through a sales process. In this case, your online audience touch points are likely to be: Website on desktop/mobile/tablet, Google and Bing search ads, Organic search... --- ### Mad Men: Talking To Clients According To Don Draper - Published: 2014-04-14 - Modified: 2014-04-14 - URL: https://masoninteractive.com/2014/04/14/mad-men-talking-to-clients-according-to-don-draper/ - Categories: Uncategorized #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics include: advertising, client relations, creativity and innovation. In honor of Mad Men Season 7 premier last night, we've pulled our favorite marketing quotes from the show... MasonInteractiveMarketingQuoteMadMen --- ### On the Internet: News You May Have Missed (11) - Published: 2014-04-08 - Modified: 2014-04-08 - URL: https://masoninteractive.com/2014/04/08/internet-news-you-may-have-missed-11/ - Categories: Uncategorized Twitter Redesign Copies Facebook, Comic Sans Is Trying To Make A Comeback, Brands Tap Into Popularity of Game of Thrones During Premiere. What You Missed On the Internet from MasonInteractive. com -Platform News Alert: Twitter redesign looks a lot like Facebook. The website changes include new profile pages on Web, showing your best tweets, larger images and more. Calling the Font Police: Comic Sans designer updates the comically bad font to read and look at with "Comic Neue"... What's next? Updates for Lucida Handwriting, Chicago? Oh dear god, we hope not. GONE VIRAL - Viral Trending Topic: Riding the Viral Tsunami that is Game of Thrones, Hootsuite has created it's own version of the HBO show's opening titles with "Game of Social" turning Westeros into different social platforms... Game of Social - In the News - MasonInteractive Other brands have also jumped on the season 4 GoT premiere via Twitter. Our favorite is Sonic. --- ### Mad Men: Happiness According to Don Draper - Published: 2014-04-07 - Modified: 2014-04-07 - URL: https://masoninteractive.com/2014/04/07/mad-men-happiness-according-to-don-draper/ - Categories: Uncategorized #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics include: advertising, client relations, creativity and innovation. In honor of Mad Men Season 7, the next three weeks will be devoted to marketing quotes pulled from the show... What Is Happiness According to Don Draper --- ### Carini Lang's Art Exhibition "Back Against The Wall" - Published: 2014-04-02 - Modified: 2014-04-02 - URL: https://masoninteractive.com/2014/04/02/carini-langs-art-exhibition-back-against-the-wall/ - Categories: Uncategorized We're excited to start working with CariniLang. com to (among other things) get the word out about their "Back Against The Wall" show. Carini Lang Street Art Inspired Tapestry Show Secondarily, it's worth pointing out that their office is in an old bank vault in Tribeca - making it officially the coolest office I've been in. Piper Flusser and Nate Kugel at Carini Lang Showroom in TriBeCa No cell phone reception, and beautiful art on the walls - feels like heaven. More information on their new show coming soon. --- ### Mad Men Landing A New Client - Published: 2014-03-31 - Modified: 2014-03-31 - URL: https://masoninteractive.com/2014/03/31/mad-men-landing-a-new-client/ - Categories: Uncategorized #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics include: advertising, client relations, creativity and innovation. In honor of Mad Men Season 7, the next three weeks will be devoted to marketing quotes pulled from the show... The Tao of Don Draper. --- ### On the Internet: News You May Have Missed (10) - Published: 2014-03-25 - Modified: 2014-03-25 - URL: https://masoninteractive.com/2014/03/25/internet-news-you-may-have-missed-10/ - Categories: Uncategorized On the Internet: News You May Have MissedGoogle Glass Fashion Makeover, LinkedIn Influencer Posts For Everyone, Ads on Your Smartwatch PLATFORM WATCH Platform News Alert What you need to know about Facebook Brand Pages Update Never became a LinkedIn Influencer? In the next few months, anyone will be able to post content directly to LinkedIn. We predict a huge rise in spam on the Social Business Networking Site. WEARABLE TECH TREND wearable tech news mason interactive Smartwatchs Predicted to Become the Fourth Screen (1-TV, 2-Computer, 3-SmartPhone) and advertisers are already chomping at the bit. According to Nielson, 15% of consumers currently wear a smartwatch (but I think the majority of 15% is the one trick pony that is fitness bands). Google Tasks Luxottica Group (Ray Ban, Persol, Oliver Peoples etc) to make Google Glass less hideous. --- ### Mad Men Market Smart Quote- Change The Conversation - Published: 2014-03-24 - Modified: 2014-03-24 - URL: https://masoninteractive.com/2014/03/24/mad-men-market-smart-quote-change-the-conversation/ - Categories: Uncategorized #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics include: advertising, client relations, creativity and innovation. In honor of Mad Men Season 7, the next three weeks will be devoted to marketing quotes pulled from the show... --- ### Want To Improve SEO Practices? 2014 Hints Mobile Optimization - Published: 2014-03-19 - Modified: 2014-03-19 - URL: https://masoninteractive.com/2014/03/19/want-to-improve-seo-practices-2014-hints-mobile-optimization/ - Categories: Uncategorized Your Business Needs Mobile Optimization for It’s Website: So you're an SEO Manager? Um, That's Cool... Quick Question: What's SEO? Let me begin by saying I really enjoy my job. I enjoy producing fresh content, tweaking websites to be SEO optimized, backlinking, the whole shebang. I dig it. That being said, the day-to-day toil of an SEO Account Manager isn’t always as flashy as I just made it seem. My friends really aren’t interested in the fact that Tumblr backlinks get recognized by Google relatively quickly, or that site speed not only effects user-experience, but how SERPs rank you as well. That is why I was very excited when I was asked to analyze prospective client’s sites, and start pitching SEO services to them. Things got a little spicier. I left the office; I ventured into parts of the city I only knew about because of Jay-Z, and I was once again interesting to my friends... Curious about where my adventures took me, my friends inevitably started searching for these clients, and if you read the title of this article, I bet you can guess what platform they used to search: MOBILE! Correct, very good, glad you were paying attention. If Your Website is Not Mobile-Friendly, Customers Go Elsewhere Here is where the story gets a little bit sad. Most of the time, they are sent to a mobile site that is the same version of the desktop. Mobile Optimization - Touchscreen Gestures: As they squint and struggle to read... --- ### On the Internet: News You May Have Missed (9) - Published: 2014-03-18 - Modified: 2014-03-18 - URL: https://masoninteractive.com/2014/03/18/internet-news-you-may-have-missed-9/ - Categories: Uncategorized Nail Art from Instagram, TED Exclusive Content Collab w Facebook Paper, Plastic Surgery Gets A Boost from Selfies, Twitter Adds Fave People and YouTube Attempts Child-Friendly Version. What You Missed On the Internet from MasonInteractive. com: A New Spin on the Wearable Tech trend: there's a new App that Turns Your Instagram Photos Into Nail Art! Facebook Paper Chooses TED As First Outside Content Collaboration. TED will be feeding Paper exclusive content from it's "Ideas Worth Spreading" Conference happening this week. A recent study found that women are more likely to get their news from social platforms, which comes as no surprise since women use social media more often and in more ways than men. Don't Like What You See? More millennials turn to face-related plastic surgery because of the 'Selfie' phenomenon on Social Media. Twitter's new feature,"Fave People," allows you to read your favorite accounts in a separate feed like a Twitter List. YouTube is working on a version for 10yr olds barring the racier videos and comments usually found on the site. --- ### Go The Extra Mile For Clients - Published: 2014-03-17 - Modified: 2014-03-17 - URL: https://masoninteractive.com/2014/03/17/go-the-extra-mile-for-clients/ - Categories: Uncategorized #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics include: advertising, client relations, creativity and innovation. MarketSmart Monday Quote of the Week.   --- ### On the Internet: News You May Have Missed (8) - Published: 2014-03-11 - Modified: 2014-03-11 - URL: https://masoninteractive.com/2014/03/11/internet-news-you-may-have-missed-8/ - Categories: Uncategorized Facebook Advertising Just Got More Expensive, Twitter Reacts to Bad 1st Quarter, Bergdorfs Social Media Manager Uses SXSW to Become A Model and 6 Platforms Most-Used by Teenagers. What You Missed On the Internet from MasonInteractive. com: Facebook "Gravy Train" Over for Big Brands. Ogilvy released a study that shows the decline by 50% in organic reach (non sponsored or promoted) brand posts particularly in brand pages with over 500,000 fans. Twitter Video Ads: coming to a (now slow-loading) smartphone near you... Twitter taps former YouTube exec to help integrate and monetize video content for the social platform that is responding to first quarter loses. Bergdorf Goodman's Social Media Manager created a "scavenger hunt" at SXSW, supposedly to promote their new contemporary collection. In order to enter, you have to spot the Social Media Manager (modeling pieces from its new contemporary collection), take a photo of her and post it to instagram. If you win, you get a highly-coveted Monsur Gavriel bucket bag. The surprising 6 most used social platforms by teenagers is not what you thought... --- ### Go Viral - Published: 2014-03-10 - Modified: 2014-03-10 - URL: https://masoninteractive.com/2014/03/10/go-viral/ - Categories: Uncategorized #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics include: advertising, client relations, creativity and innovation. Seth Godin reminds us how to go viral... How to Go Viral by MasonInteractive. com.   --- ### Case Study Online Marketing For Fashion Brands - Published: 2014-03-06 - Modified: 2014-03-06 - URL: https://masoninteractive.com/2014/03/06/case-study-online-marketing-for-fashion-brands/ - Categories: Uncategorized An Integrated and Customized Approach to E-commerce Marketing Yields Best Results in Online Marketing for Fashion Brands: The Task Tortoise & Blonde came to Mason to unify their online marketing efforts. In addition to boosting sales at a lower CPL, they sought us out to help establish their brand as an authority in their niche, while aggressively growing their customer base and marketshare. The Results: We began targeting Media Buys on Google and Facebook and ultimately expanded to several other platforms. At the same time, we began implementing our Social Media Strategy, starting with cross-channel content creation on an editorial-like schedule growing their social audience and engagement steadily, month-over-month. Simultaneously, the SEO team began optimizing the website while implementing a successful backlinking strategy. What The Client Said: Interested in our Online Marketing Solutions for Your Business? Seek more information from Mason Interactive Branding Services at MasonInteractive. com Digital Marketing today.   --- ### Oru Kayak Review - Published: 2014-03-06 - Modified: 2014-03-06 - URL: https://masoninteractive.com/2014/03/06/oru-kayak-review/ - Categories: Uncategorized Let's file this under "people we wish were clients. " The Oru Kayak is a stylish, foldable kayak. We sponsored Oru on Kickstarter some months ago, it arrived on Tuesday, and we assembled it on Wednesday. As advertised, it is a super-gorgeous product, and easy to use. Full disclosure, it took three adults 30 minutes to get it right, and there were some instances where the instructions were inaccurate, but really these are minor quibbles - the Oru Kayak really is light, portable, easy to assemble, and gorgeous. It comes shipped by UPS or whoever, in a standard box. Assembly step 1: Shipped in-box. Once unboxed, you’ll see that this origami-inspired kayak folds into a compact carrying case. Ultimately, this is how you'll carry it around (from your trunk, I guess) to the lake. Or in my case, how I'll carry it down the street to the kayak launch at Valentino Pier in Red Hook. Step 2: Unboxed! The top of the "box" comes off, you set it aside (it becomes the seat later) and get to work. Step 3: Unboxed, seat removed. The Oru Kayak unfolded looks like origami. Step 4: Origami! Julie Eydman and I got to work, flattening it out and then refolding it to create something closer to a boat. Step 5: Unfolded, and taking shape. Step 6: Just like a kayak! It’s almost there. Oru Kayak assembly step 7 - getting sea-worthy. Step 7: Bow clearly forming. And finally, a sea-worthy kayak. On our conference room... --- ### On the Internet: News You May Have Missed (7) - Published: 2014-03-04 - Modified: 2014-03-04 - URL: https://masoninteractive.com/2014/03/04/internet-news-you-may-have-missed-7/ - Categories: Uncategorized Facebook McGruff's Google: Takes A Bite Out of Google As Top Traffic Source, A Smart Speaker To Replace iPod DJs Everywhere, Wanna Tune In, Turn Off and Drop Out? There's An App for That, plus J. Crew: The New Zara? Maybe... What You Missed On the Internet from MasonInteractive. com:It's not as if Google is going out of style any time soon, however Facebook is gaining on the search engine of record. Interestingly enough, Parse. ly shows that in January, Facebook took a rather big bite out of Google's lead as top traffic source from major news publishers on the web. We wonder if it has anything to do with the launch of Facebook's dedicated news reading app Paper? Don't call Aether's Cone a speaker, it's a "thinking media player". This $399 ultimate techie gift not only tracks your music playing choices, but the days, and times you like to hear them. Set to launch over the summer, the music server (Spotify, Pandora, Rdio, etc) of choice has not been announced, but we suspect that the success of this admittedly stylish smart speaker hinges on it's streaming music partner. Yep, There's An App For That. There's An App For That The App That Makes You Safe, Sort Of... One Llama, the app that listens for danger when you can't, is developing a technology that mimics the human ear so that smartphones and wearable tech can constantly be monitoring nearby sounds and warn of approaching "dangers". One question: What noise do... --- ### How Page Position Affects Click Through Rates On Paid Search Ads - Published: 2014-02-27 - Modified: 2014-02-27 - URL: https://masoninteractive.com/2014/02/27/how-page-position-affects-click-through-rates-on-paid-search-ads/ - Categories: Uncategorized Are you ready to increase CTR (Click Through Rates) on your Paid Search Ad campaigns right now? What I’m about to tell you may change the way you look at paid search ads forever. The better (lower) the average position of your keyword, the higher the Click Through Rate (CTR) will be! How to increase conversion rates: The research I did was fairly simple, but the findings are very telling. I collected data for this case study from one of our education clients: a niche university, whose headquarters are located in the Northeast, and offer online classes across the entire country. The two separate charts displayed two different data sets. The first showed the average position and CTR per month for the entire campaign over the last two years: average position and CTR per month for the entire campaign over the last two years masoninteractive. com The second showed the average position and CTR for each individual keyword over the past two years: average position and CTR for each individual keyword over the past two years. What does this all mean? Well, I’ll tell you. As I’m sure you are aware, the better the average position, the more you are going to pay per click. The better the average position, the more clicks you will receive which in turn ends in more conversions. Now I’m not telling you to go and bid every single one of your keywords up and be in the 1st position. I am telling you to... --- ### On the Internet: News You May Have Missed (6) - Published: 2014-02-25 - Modified: 2014-02-25 - URL: https://masoninteractive.com/2014/02/25/internet-news-you-may-have-missed-6/ - Categories: Uncategorized Saks Taps Vine for Beauty Tutorials, NYTimes Reports What Every Digital Marketer Already Knows, Facebook Follows Users In Ditching Email Service. What You Missed On the Internet from MasonInteractive. com:Saks Fifth Avenue Embraces the Vine with their #Saksin6 beauty tutorials Not Surprising News Headlines: Big Brands including Starbucks and The Economist admit that they use Google+ for SEO more than Social. Um, Duh. Facebook ditches @facebook. com email service that nobody used. There's An App For That: When you feel lost and directionless (and could really use a slice of pizza)... there's Pizza Compass to the rescue pointing you to the closest pizza place. --- ### Managing Reputation Social Media Double-Edged Sword - Published: 2014-02-24 - Modified: 2014-02-24 - URL: https://masoninteractive.com/2014/02/24/managing-reputation-social-media-double-edged-sword/ - Categories: Uncategorized #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics include: advertising, client relations, creativity and innovation. Social Media and Reputation Management at MasonInteractive. com/ --- ### Yahoo Gemini Agency’s Perspective - Published: 2014-02-19 - Modified: 2014-02-19 - URL: https://masoninteractive.com/2014/02/19/yahoo-gemini-agencys-perspective/ - Categories: Uncategorized I’ve got a soft spot for Yahoo. Seeing their billboard on Elizabeth and Houston St. ’s in 2000 felt like a big moment. Since then, of course, Yahoo's lost half of its value. They went from the undisputed leader in search engine marketing, to co-running bing's search engine. From the place to find anything, to... a place to check email. So here Yahoo is announcing Gemini - “the first unified marketplace for mobile search and native advertising. ” - and I have high hopes. It's good for our clients to have more choices, and I have personal nostalgia for the company. To my (early) understanding, Gemini is a way, in the same interface we currently buy clients’ ads in, to create sponsored stories – advertorials – across the Yahoo advertising network. One, it attaches an ROI to Yahoo’s decision to spend big on content - Yahoo writes an article about beer? Our friends at Draft Magazine want to be there. Matt Bai writes an article about the Tea party? Our client 1776 coalition should be all over that. There’s a piece on tax strategies? Good Accountants (another client) can be there. Two, Google doesn’t have it. Three, it’s trustworthy – ads will clearly be marked as ads. But as much as I want it to work, I'm just not sure it will. Will they open this up to the vast pool of mid-sized advertisers, our keep it exclusive to the big boys? We work with lots of schools. Not all... --- ### On the Internet: News You May Have Missed (5) - Published: 2014-02-18 - Modified: 2014-02-18 - URL: https://masoninteractive.com/2014/02/18/internet-news-you-may-havissed/ - Categories: Uncategorized Facebook Can Predict Your Dating Future, STD Free? Now You Can Prove It plus Mobile Ads in 2014 Go Native. What You Missed On the Internet from MasonInteractive. com - Facebook knows when you're about to be in a relationship before you do. In a blog post on Friday, Facebook released a report that finds future couples interact more on each other's Facebook timelines before being 'in a relationship'. Once statuses have changed, couples post less because they are ya know, in a relationship. So, Yeah There's An App For That: Hula, which enables sharing of verified STD test results, claims to makes a certain conversation between prospective romantic partners "less awkward" with their smartphone app. While we are all for safe sex, we cannot imagine a more awkward exchange between soon-to-be romantic partners. Mobile Ads in 2014: After years of trying to figure out the mobile ad aesthetic, it appears a pattern is emerging and it looks... exactly like all of your apps. Native advertising, such as Sponsored Stories in your Facebook App Newsfeed, is what Mobile Ads will look like this year. --- ### On the Internet: News You May Have Missed (4) - Published: 2014-02-11 - Modified: 2014-02-11 - URL: https://masoninteractive.com/2014/02/11/internet-news-you-may-have-missed-4/ - Categories: Uncategorized Sephora Launching Social Network 'Beauty Board', New Apps: Ken Burns, the Closet We All Want, Plus Now There's Seamless for Booze, and Social Media: Is she the New 'It Girl' at NYFW? What You Missed On the Internet from MasonInteractive. com - Launching in March, the beauty retailer extraordinaire, is attempting to expand their shopping experience in efforts to keep customers social but onsite. Sephora 'Beauty Board' will provide an unlimited, user-generated stream of hair and makeup inspiration. Pinterest Can Hardly Contain Its... . indifference. Appy Day App Happy: These Apps Are Worth Giving A Once Over: Mini Bar: It's seamless delivery but for Booze! Now serving Manhattan and Parts of Brooklyn! Stylebook: Cher Horowitz Outfit-Picking Closet in an App, plus packing lists, outfit scheduler etc. Ken Burns: Explore American History From Ken Burns Viewpoint. So Fashion People Have Finally Jumped On the Social Media Bandwagon this season with socially integrated showings for Fall 2014 from fashion mainstays such as Alexander Wang, Marc Jacobs, Rebecca Minkoff, Tommy Hilfiger, and Victoria Beckham. . --- ### The Difference Between Good And Great Digital Marketing Strategies - Published: 2014-02-10 - Modified: 2014-02-10 - URL: https://masoninteractive.com/2014/02/10/whats-difference-good-great-digital-marketing-strategies/ - Categories: Uncategorized #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics include: advertising, client relations, creativity and innovation. Difference between good and great marketing by MasonInteractive. com.   --- ### Meet The Team- 10 Questions With Brian Poole - Published: 2014-02-06 - Modified: 2014-02-06 - URL: https://masoninteractive.com/2014/02/06/meet-the-team-10-questions-with-brian-poole/ - Categories: Uncategorized Meet The Team is where we feature one member of our team a month, so you can get to know a bit more about us, apart from what our voices sound like on the phone during our weekly updates with you. Brian Poole, or Poole, as we all call him, heads up our Email Services division. He is our resident all-things-email expert. Brian's ability to seamlessly integrate his team with the various moving parts required to deliver multi-tiered, efficient, and effective email campaigns is why our clients enjoy working with him so much. Since moving to Vermont (where he works remotely), we don't get to see him in person as much as we'd like to, so he gave us a framed picture of himself just so, ya know, we wouldn't forget what he looks like (even though we FaceTime with him daily). If I wasn’t in digital marketing, I would... be a ski bum. If not in New York City, I would live... in Burlington, Vermont... oh wait. If I had to be outdoors all day, I would... assume it's the weekend, because that when I'm outdoors all day. If I could go back in time for one decade, it would be... The 1490s so I could discover america... come on, celebration city! As A Teenager, I was totally into... My initial answer is not workplace appropriate so let's go with riding my bike. The fictional character I’d be best friends with in real life is... Curious George. The last... --- ### On the Internet: News You May Have Missed (3) - Published: 2014-02-04 - Modified: 2014-02-04 - URL: https://masoninteractive.com/2014/02/04/internet-news-you-may-have-missed-3/ - Categories: Uncategorized JC Penney Pretends To Be Totally Wasted at SuperBowl, Marc Jacobs Shop Accepts Cash, Credit and TWEETS, Facebook Helps Us Cut Out The Middleman and Launches Paper App - What You Missed On the Internet from MasonInteractive. com. JC Penney just wanted you to think they were drunk tweeting during last night's SuperBowl. They admitted stunt was a total success, if by total success you mean a completely inorganic "Oreo moment" that will be forgotten in a week, then yes, it was a success ... Apparently, social media does pay off: You can go into NYFW Marc Jacobs Pop-Up and receive a free MJ gift with purchase fragrance products by sending a tweet (or facebook Tweeting, Instagraming or Facebooking. You know what brands should totally give away their products for free? Neither do we. Platform News Alert - Facebook Announced last week Website Custom Audiences for Facebook Ads. This feature will allow brands to target website visitors and mobile app users WITHOUT having to use FBX 3rd Party Partners. In related news, Adroll & Perfect Audience are like, totally, not speaking to Facebook right now. Facebook Launched it's free gesture-driven mobile newsfeed app Paper yesterday... for more details check out our review of Facebook Paper .   --- ### New Facebook IOS App Paper - Published: 2014-02-04 - Modified: 2014-02-04 - URL: https://masoninteractive.com/2014/02/04/new-facebook-ios-app-paper/ - Categories: Uncategorized After downloading, and poking around Paper, I can definitely say with confidence that once you try this app, you wont go back. Most of what you can do in the regular Facebook app, you can do in Facebook Paper (plus: it’s basically the visual equivalent of a warm glass of milk... all those soothing, animated panoramas). Admittedly, I downloaded the app with pretty low expectations but the sleek and simplified design coupled with the high-definition, animated panning image-rich newsfeed got me hooked. Let's go over some of the basics: What Is Paper, Really: A newsreader app on steroids. Why Should I Want It? (1) The app interface and (2) the sections of news organized by topic. Interface Facebook’s usual design elements have been completely abandoned including the company’s trademark blue trim and emphasis on lots and lots of vertical scrolling for a sleek, minimalist-inspired aesthetic. Paper makes liberal use of white space to draw your eye towards photos or text, and images are often full-bleed, taking over your entire screen. If you swipe up on a card, a web view of the linked article folds open, Flipboard-style. When you're finished reading, you can pull down on an article to close it like an envelope. With the addition of themed news sections combined with the absence of ads, makes us like Paper even more. Of course, we don’t expect Facebook Ads to never surface in Paper, but for now it’s quite nice to be ad free. Sections = Multiple News Feeds... --- ### Platforms Come And Go, Storytelling Is Forever - Published: 2014-02-03 - Modified: 2014-02-03 - URL: https://masoninteractive.com/2014/02/03/platforms-come-go-storytelling-forever/ - Categories: Uncategorized #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics include: advertising, client relations, creativity and innovation. Invest in Storytelling at MasonInteractive. com --- ### Cultivating Customer Base - Published: 2014-02-03 - Modified: 2014-02-03 - URL: https://masoninteractive.com/2014/02/03/cultivating-customer-base/ - Categories: Uncategorized #MarketSmart Quotes: Great quotes that inspire us to be better advertisers, communicators, innovators and content creators for our clients! Topics include: advertising, client relations, creativity and innovation.   --- ### SEO Incredibly Credible - Published: 2014-01-29 - Modified: 2014-01-29 - URL: https://masoninteractive.com/2014/01/29/seo-incredibly-credible/ - Categories: Uncategorized A look at SEO through the last 4 years, and the tactics that still work todaySEO Myths Busted by MasonInteractive. com, Head of SEO. Ladies and gentlemen, we’ve been saying it for years. There is no “quick fix” when it comes to Search Engine Optimization (SEO). It’s a gentle process we’ve honed, and hold so dear to our hearts at Mason Interactive. There is no golden ticket, no downloadable software, no Agency that will get you to the top of Google tomorrow. The process and the industry is ever-changing, but there is one consistent theme: credibility. Before our lesson on ethics and credibility, let’s learn a little history, shall we? Although changes to Google’s Algorithm dates back to its inception in ‘98, a few of these major updates essentially shaped the way SEOers function (and why my team here is not obsolete--yet): December 2010: Social Signals Tweets, Google +1’s, Facebook shares and the like, (pun intended) were added into the organic ranking factors. So, the more users engage with your brand socially, the more likely your website will be in top positions in Google. Cue influx of Social Media management jobs. February 2011: Panda About 12% of search results were affected during the Panda update. Google penalized sites performing shady SEO tactics: article spinning, link farms, and other low quality maneuvers. These “quick fixes” hurt thousands of websites, many of which resulted in being completely blacklisted. April 2012: Penguin Despite another adorably named update, this one involved even more mass... --- ### On the Internet: News You May Have Missed (2) - Published: 2014-01-28 - Modified: 2014-01-28 - URL: https://masoninteractive.com/2014/01/28/on-the-internet-news-you-may-have-missed-2/ - Categories: Uncategorized Pinterest Reads Our Minds, Historians Weigh In On the Selfie Phenom, Gamers Prove Stereotype... What You Missed On the Internet from MasonInteractive. com - Pinterest wants to get to know you better: Pinterest adds a page that will predict your interests (think amazon's recommendations but with better pictures). You can (loosely) trace the 'selfie' back to a historical start date... . which still doesn't stop anyone from making fun of you. A Kansas man-child runs into burning house to save his dog, wife, kids... x-box. That's right, a man, ran into a fire to save his xbox machine, proving once again that gamers are the inevitable downfall of our civilization. More proof: Japanese adult gamers act like small children by playing game meant for little girls, refusing to share. Also, check out this video of how a conference call would go down, if we ever--God forbid--had to do these meetings in person... watch the hilarity/recognized misery ensue... --- ### Social Shopping Site Polyvore.com Leads In Social Commerce Retail Conversion - Published: 2014-01-22 - Modified: 2014-01-22 - URL: https://masoninteractive.com/2014/01/22/social-shopping-site-polyvorecom-leads-in-social-commerce-retail-conversion/ - Categories: Uncategorized 4 History Long before there was Pinterest, there was Polyvore. Launched in 2007, Polyvore didn’t set out to cater to the fashion-forward. It was originally built as a way to build mood boards for co-founder Pasha Sadri’s home as he was renovating/decorating it. As polyvore evolved, the company’s simple collage tool made it easy for bloggers, tumblr-ers, and various other social media users to make and share outfits and looks with each other in. Example of Polyvore Set Audience Demographics - Polyvore’s users are actually older than the tween blogger demographic one would assume: 50% of shoppers are over the age of 35 with an average household income of $70,000. 33% of shoppers make over $100,000. 6 Features on the Polyvore homepage - 1. ) Members organize products into interactive visual 'sets' or slideshow-capable 'collections' you can shop from and follow. 2. ) Themed 'sets' contain a variety of items you hover over for individual product details, and can be clicked on to go to the Polyvore product page. 3. ) Member-crafted product 'collections' contain themed products and can be liked, viewed as a slideshow, and shared on your blog. 4. ) On the product page, price, description, and related items are shown along with a link to buy the product offsite. 5. ) When you save a product, you get email alerts when that item goes on sale. 6. ) Retail partners can purchase native ad units and sponsored products on the site. Polyvore’s Community Is An Apparel Company’s... --- ### On the Internet: News You May Have Missed - Published: 2014-01-21 - Modified: 2014-01-21 - URL: https://masoninteractive.com/2014/01/21/internet-news-you-may-have-missed/ - Categories: Uncategorized FB Adds Trending Topics, HBO Go Is OK With You Borrowing A Friend's Login, Teens Jumping Ship on Facebook totally copied Twitter and added Trending Topics to your newsfeed. According To Young People, Facebook Is For Old People Now. Better get on snapchat, Instagram, and vine, Grandma. Who Says You Can't Buy Friends? The Business of Buying & Selling Likes is on the rise. HBO Wants To Be Your Digital Dealer? HBOs CEO Totally Cool With You Sharing Your HBOGo account stating he's in the business of creating 'addicts'... Also this: This list might as well be called 25 Signs Your A Social Media Guru Young Person.   --- ### Mason 2014 Makeover- New Website Logo, Shiny New Services - Published: 2014-01-05 - Modified: 2014-01-05 - URL: https://masoninteractive.com/2014/01/05/blog-mason-2014-makeover-new-website-logo-shiny-new-services/ - Categories: Uncategorized Mason Interactive News & Big Plans for 2014. We’re excited about 2014! We’re excited to help our existing clients mitigate the titanic shift to social and mobile media consumption. We’ve got some new faces we can’t wait to introduce you to, as well as some shiny, new marketing services (Social Media & Branding). It’s a crazy time, and I think it’s nearly impossible to be bored here, on 29th St, in 2014, in this industry. 2013 was the year mobile internet traffic finally crossed the threshold from being something we’d have to worry about one day, to something we needed to address right now. If your website isn’t yet optimized for mobile, let’s talk about it soon. About the Logo: The new logo was inspired by vintage menswear magazine logos from Adam, Esquire and the Sears Roebuck designed in a custom typeface, and the colors were chosen to be playful, driven, and purple (purple being the favorite color of a special contributor). About the Website: Development was spearheaded by Piper Flusser, our Creative Director. The new website features a responsive design (it’ll re-size depending on your screen’s width) with vertical scroll. Chosen for it’s emphasis on images with visual navigation, social sharing as well as having a mobile friendly, our new site invites you into our office, as all featured photos on were taken in our office. Anyone who has been to our office has seen our array of vintage newspaper and magazine ads by ‘Mason’-named companies adorning the walls.... --- ### What Is The Bad News About Googles Enhanced Campaigns - Published: 2013-02-10 - Modified: 2013-02-10 - URL: https://masoninteractive.com/2013/02/10/blog-what-is-the-bad-news-about-googles-enhanced-campaigns/ - Categories: Uncategorized On February 6th, Google announced the forthcoming “Enhanced campaigns. “ This post takes a look at what an enhanced campaign is, why an enhanced campaign is bad for some clients, and uses data to prove this point. What is an enhanced Campaign? According to Google “enhanced campaigns” are a necessary change to their adwords system, based on the fact that “People are constantly connected and moving from one device to another to communicate, shop and stay entertained. ” Duly noted. What does this enhancement do? The immediate change is this: With “Enhanced campaigns” you can no longer target cell phone users totally differently than you would desktop users. Today, Rolling Stone magazine can send an advertiser to www. RollingStone. com , or to http://m. rollingstone. com – the later being a mobile version of the site. This ability will vanish once their campaign is “Enhanced” – Adwords will make RollingStone choose one or the other. It will allow advertisers to target phone users differently – say, bid 25% more when someone’s on a phone – but it won’t let you serve different URL’s at different times. So on the plus side, I think this change will make it easier for small businesses to target people slightly differently. But for mid-sized clients – let’s say, businesses between 5 and 50 million in revenue? – this is a negative. One client, an East Coast brand with multiple locations in the NYC Tri-State area, sells an in-home service – the come to you.... --- ### Google Authorship Is More Than Just Cool It’s An Increase In CTR - Published: 2013-01-16 - Modified: 2013-01-16 - URL: https://masoninteractive.com/2013/01/16/google-authorship-is-more-than-just-cool-its-an-increase-in-ctr/ - Categories: Uncategorized Have you noticed the images that are showing up next to search results in Google lately? These images belong to authors who are placing their photos next to content they have written. They are doing this via Google Authorship, a tool that allows content publishers to add photo attribution to their content. The authorship tool is interlinked with your Google Plus profile and is pretty easy to setup. Here are the benefits Google lists for using their authorship tool: “Good for authors like you • Distinguish and validate your content in search results. • Get more followers on Google+. • Help readers discover your other content on the web. Good for the Web • Help users find high quality content on the web. • Empower them to engage with content authors through Google+. ”These benefits Google listed are great but there is one that Google hasn’t mentioned, increased click through rate (CTR). A Google search result page consists of mostly text lines, an image stands out significantly among the text and many site owners are seeing a higher CTR because of this. Users are drawn to the images next to the search results and end up clicking on them. An increase in CTR in organic search result will make every search marketer smile. We at Mason Interactive have begun implementing Google Authorship for many of our clients. --- ### LinkedIn Company Pages Get A Social Makeover - Published: 2012-10-03 - Modified: 2012-10-03 - URL: https://masoninteractive.com/2012/10/03/linkedin-company-pages-get-a-social-makeover/ - Categories: Uncategorized Linkedin company pages get upgrade: Linkedin recently updated their website and added new features that focus on engagement. The changes will benefit our search engine optimization efforts. The most important (SEO-wise) update was the expansion of features on company pages. Linkedin company pages will now look similar to Facebook and Google Plus business pages. You can now add a custom company banner (640×220 pixels) that can be hyperlinked, add status updates with links, and add more information about your business. The status update feature provides an additional platform for you to distribute content and updates which equals to greater reach and more backlinks. It is now increasingly important to update your company page as it will impact your social signals – a powerful ranking factor in search results. We have added Linkedin company pages to our SEO strategy as a platform for retention, engagement, content distribution, and backlinks. As we optimize and update company pages we expect to see these pages ranked in search results. We are working with our clients to setup and optimize their Linkedin company pages. --- ### Google Search Engine Results Pages - Published: 2012-01-10 - Modified: 2012-01-10 - URL: https://masoninteractive.com/2012/01/10/google-google-search-engine-results-pages/ - Categories: Uncategorized Google announced today that Google+ results are going to start showing up in regular ‘ol Google search results. The basis of our SEO program – anybody’s SEO Program, really – is getting links back to your page. Google recognizes these links as “votes of confidence. ”This makes perfect sense: I live in Brooklyn. Tony lives in Queens. If Tony and I each wrote a blog about living in Brooklyn, we can reason that more people would find my blog useful, and thus link back to it. Google counts these links, seeing each as a “vote of confidence,” and so a search for “living in Brooklyn” would be more likely to show my blog than Tony’s. We saw this coming, this ranking of Google + results, and all of our SEO customers either have now or will shortly have Google + pages. The work isn’t over – we’ll be optimizing and tweaking the back end of these pages over the coming months. Nobody can tell you exactly the extent to which these Google+ results will influence search over all, but we do know that they will have some effect. And it’s a fair bet that since Google owns Google+, it’ll be a big one. Next month I’ll write everyone about . pdf depositories, another back-link strategy we’re ramping up. --- ### How Can Video Content Help Seo Results - Published: 2011-11-15 - Modified: 2011-11-15 - URL: https://masoninteractive.com/2011/11/15/how-can-video-content-help-seo-results/ - Categories: Uncategorized Mason Interactive Launches YouTube Video Marketing- Google is constantly updating and fine tuning it’s search algorithm – and agencies scramble to stay on top of the changes. Google’s ongoing algorithm update code named “Panda” has been moving like a juggernaut and the aftermath has revealed some interesting changes. A big winner in the Panda updates is YouTube which is not surprising because Google’s owns YouTube. As a result more YouTube videos are showing up in the search engine results prompting many SEO strategists to include YouTube video marketing in their search engine optimization strategy. Not only are YouTube videos showing up in search results but YouTube has become one of the most visited sites on the web. Here are the facts: 1) YouTube is the #3 most visited site on the web just behind Google & Facebook. 2) YouTube is now the #2 search engine on the web. 3) YouTube has 800,000,000 Unique Visitors and One trillion page views every month. Having a presence on YouTube is also great for branding and increasing your overall reach as a business and studies have showed that videos are more engaging than images and text on a website. Mason Interactive will now offer YouTube video marketing to its clients to boost their presence in the major search engines. We believe YouTube video marketing will greatly improve business for our clients. --- ### How Can You Take Advantage Of Your Competition Sleeping On The Job - Published: 2011-09-09 - Modified: 2011-09-09 - URL: https://masoninteractive.com/2011/09/09/how-can-you-take-advantage-of-your-competition-sleeping-on-the-job/ - Categories: Uncategorized Take Advantage of Your Sleeping Competitors: Search Engine Optimization (SEO) is a marathon, a constant battle to get to and maintain good position. Your competitors are at your side, behind you, and sometimes ahead of you. So you have to be aware of how they are performing and take advantage of where they are failing. Many times competitors give up or go out of business, but the resources they built are still there – even if they got those links 2 years ago. At one point they attempted to rank for the keywords that you are targeting. Because they gave up your competitors may now be listed on page 6 through 10 in the search results. Now your competitors most likely had inbound links to their content which are now dead aka have a 404 error, so that link or resource needs to be fixed and updated which you can take advantage of. This is beneficial to the websites linking to that content both from a search engine and user perspective. No site wants to link to a dead page, search engines do not like 404 error pages and of course users will leave sites that have page errors and missing content. Your SEO competitors who are optimizing on a day to day basis are not going to allow themselves to have 404 errors on their pages that have inbound links without redirecting them to maintain that link juice. But you still want to research all your competitors from the... --- --- ## Case Studies ### Lushful Aesthetics - Published: 2025-05-22 - Modified: 2025-05-22 - URL: https://masoninteractive.com/case-studies/lushful-aesthetics/ - Industries: Health & Wellness, Lifestyle - Services: Creative, Paid Media - Teams: Cross-Channel --- ### Cracking the Code on Winter Classes for 3X Enrollment Growth - Published: 2025-04-21 - Modified: 2025-04-24 - URL: https://masoninteractive.com/case-studies/rowan-college-enrollment-growth/ - Industries: Education - Services: Creative, Cross-Channel, Paid Media - Teams: Creative, Institutional Growth --- ### 5X’ing an Apparel Business - Published: 2025-04-01 - Modified: 2025-04-01 - URL: https://masoninteractive.com/case-studies/5xing-an-apparel-business/ - Industries: Fashion, Lifestyle - Services: Cross-Channel - Teams: ECommerce Marketing --- ### Accelerating Growth with Programmatic - Published: 2025-03-18 - Modified: 2025-03-18 - URL: https://masoninteractive.com/case-studies/accelerating-growth-with-programmatic/ - Industries: Lifestyle - Services: Programmatic - Teams: ECommerce Marketing TANGIBLE RESULTS: Revenue & ROAS: The retargeting efforts delivered over $200,000 in revenue with an exceptional ROAS of 13. 0. Cost-Efficient Acquisition: The awareness campaign achieved sessions at a CPA of just $0. 83, while Display ads excelled at an even lower $0. 41 CPA. High Engagement: Despite nearly doubling impression volumes during the test period, conversion rates per user remained robust—rising from 44. 53% to 48. 72%—underscoring strong audience engagement. Accelerated Conversions: With impressions per converting user rising (from 13. 57 to 24. 97) and conversion times dropping, users made faster purchase decisions, enhancing campaign velocity. Cross-Channel Impact: Display ads consistently outperformed other formats in both awareness and retargeting, demonstrating the value of well-placed, premium inventory on platforms such as leading news outlets, lifestyle sites, and educational portals. --- ### FLOOF - Published: 2025-03-04 - Modified: 2025-04-28 - URL: https://masoninteractive.com/case-studies/floof/ - Industries: Lifestyle - Services: Creative, Paid Media - Teams: Creative Strategy Revenue Growth: +122% Month over Month Platform Revenue +130% YoY True Revenue Record Breaking Month ROAS Improvement: +47% to 3X Scalability & Ad Spend Increase: +48% Click-Through Rate (CTR): +77% to nearly 4% Conversion Rate (CVR): +20%  --- ### Tayst Coffee Roasters - Published: 2025-01-07 - Modified: 2025-01-10 - URL: https://masoninteractive.com/case-studies/tayst-coffee-roasters/ - Industries: CPG, Lifestyle - Services: Creative, Paid Media - Teams: ECommerce Marketing, Retail Marketing Implementation The process followed five distinct phases: Phase 1: Base Ad Testing Developed three initial variations Tested different combinations of imagery, copy, and CTAs Identified winning ad with 0. 5% CTR as a baseline Phase 2: Image Optimization Created variations of winning ads with different product imagery Maintained consistent copy and CTAs Improved CTR to 0. 7% with optimal image Phase 3: Copy Testing Tested different messaging approaches "A Revolutionary Single-Serve Pod" headline achieved 0. 9% CTR Demonstrated importance of value proposition clarity Phase 4: Color Optimization Tested green, orange, and light green backgrounds Light green variation achieved 1% CTR Showed significant impact of visual elements on engagement Phase 5: CTA Refinement Tested different button text variations: "Shop Now" "Start Your Journey" "Taste the Difference" Final optimization achieved 2% CTR --- ### Sweat Tent - Published: 2024-08-29 - Modified: 2024-08-29 - URL: https://masoninteractive.com/case-studies/sweat-tent/ - Industries: Lifestyle - Services: Paid Media - Teams: ECommerce Marketing, Retail Marketing --- ### Indosole - Published: 2024-08-29 - Modified: 2024-08-29 - URL: https://masoninteractive.com/case-studies/indosole/ - Industries: Fashion, Lifestyle - Services: Creative, Email Marketing, Paid Media - Teams: ECommerce Marketing --- ### Portland Leather Goods - Published: 2024-08-29 - Modified: 2024-08-29 - URL: https://masoninteractive.com/case-studies/portland-leather-goods/ - Industries: Fashion, Lifestyle - Services: Email Marketing - Teams: ECommerce Marketing --- ### Woolly Clothing - Published: 2024-08-20 - Modified: 2024-08-20 - URL: https://masoninteractive.com/case-studies/woolly-clothing/ - Industries: Fashion, Lifestyle - Services: Creative, Email Marketing, Paid Media - Teams: ECommerce Marketing --- ### Else Nutrition - Published: 2024-08-20 - Modified: 2024-08-20 - URL: https://masoninteractive.com/case-studies/else-nutrition/ - Industries: CPG, Lifestyle - Services: Creative, Email Marketing - Teams: ECommerce Marketing, Retail Marketing --- ### Fig.1 - Published: 2024-08-20 - Modified: 2024-08-20 - URL: https://masoninteractive.com/case-studies/fig-1/ - Industries: CPG, Lifestyle - Services: Creative, Paid Media - Teams: ECommerce Marketing, Retail Marketing --- ### Cusa Tea - Published: 2024-08-20 - Modified: 2024-08-20 - URL: https://masoninteractive.com/case-studies/cusa-tea/ - Industries: CPG, Lifestyle - Services: Creative, Email Marketing, Paid Media - Teams: ECommerce Marketing --- ### Omnichannel CPG - Published: 2024-07-29 - Modified: 2024-07-29 - URL: https://masoninteractive.com/case-studies/omnichannel-cpg/ - Industries: CPG - Services: Paid Media - Teams: Retail Marketing --- ### Amazon Subscription Growth - Published: 2024-07-25 - Modified: 2024-08-13 - URL: https://masoninteractive.com/case-studies/amazon-tech-subscription-growth/ - Industries: Lifestyle - Services: Amazon - Teams: Retail Marketing --- ### Needed - Published: 2024-02-27 - Modified: 2024-02-27 - URL: https://masoninteractive.com/case-studies/needed/ - Industries: CPG, Lifestyle - Services: Paid Media - Teams: ECommerce Marketing --- ### Hampden Clothing - Published: 2023-07-09 - Modified: 2023-07-09 - URL: https://masoninteractive.com/case-studies/hampden-clothing/ - Industries: Fashion, Lifestyle - Services: Paid Media - Teams: ECommerce Marketing --- ### Dagne Dover - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/dagne-dover/ - Industries: Fashion, Lifestyle - Services: Paid Media - Teams: ECommerce Marketing --- ### Strong Roots - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/strong-roots/ - Industries: CPG, Omnichannel - Services: Paid Media - Teams: Retail Marketing --- ### B2B Printing Company - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/b2b-printing-company/ - Industries: B2B - Services: SEO - Teams: SEO Experts --- ### Pioneer Academy - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/pioneer-academy/ - Industries: Education - Services: Paid Media - Teams: Education Marketing --- ### TCS Education System - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/tcs-education-system/ - Industries: Education - Services: Paid Media - Teams: Education Marketing --- ### CIA - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/cia/ - Industries: Education - Services: Paid Media - Teams: Education Marketing --- ### Joy Creative Shop - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/joy-creative-shop/ - Industries: Lifestyle - Services: Email Marketing, Paid Media - Teams: ECommerce Marketing --- ### Zamzows - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/zamzows/ - Industries: Lifestyle - Services: Creative - Teams: Creative Strategy --- ### Hella Cocktail - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/hella-cocktail/ - Industries: CPG - Services: Paid Media - Teams: ECommerce Marketing --- ### Dagne Dover (MNTN Collab) - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/dagne-dover-mntn-collab/ - Industries: Fashion, Lifestyle - Services: Paid Media, Performance TV - Teams: ECommerce Marketing --- ### RiseWell - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/risewell/ - Industries: CPG, Health & Wellness - Services: Paid Media - Teams: ECommerce Marketing --- ### G-SHOCK - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/g-shock/ - Industries: Fashion, Lifestyle - Services: Email Marketing - Teams: ECommerce Marketing --- ### Wander Beauty - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/wander-beauty/ - Industries: Beauty - Services: Paid Media - Teams: ECommerce Marketing --- ### TRUFFLE - Published: 2023-06-19 - Modified: 2023-07-06 - URL: https://masoninteractive.com/case-studies/truffle/ - Industries: Fashion, Lifestyle - Services: Paid Media - Teams: ECommerce Marketing --- --- ## Webinars ### The Secrets of SEO for ECommerce - Published: 2023-06-23 - Modified: 2023-06-28 - URL: https://masoninteractive.com/?webinar=the-secrets-of-seo-for-ecommerce --- ### Everything You Need to Know About TikTok Ads - Published: 2023-06-23 - Modified: 2023-06-28 - URL: https://masoninteractive.com/?webinar=everything-you-need-to-know-about-tiktok-ads --- ### Grow Your Organic Traffic With the Right Keywords - Published: 2023-06-23 - Modified: 2023-06-28 - URL: https://masoninteractive.com/?webinar=grow-your-organic-traffic-with-the-right-keywords --- ### How to Measure & Track SEO Performance - Published: 2023-06-23 - Modified: 2023-06-28 - URL: https://masoninteractive.com/?webinar=how-to-measure-track-seo-performance --- ### Beyond Blog Posts: An SEO-Driven Content Strategy - Published: 2023-06-23 - Modified: 2023-06-28 - URL: https://masoninteractive.com/?webinar=beyond-blog-posts-an-seo-driven-content-strategy --- ### How to Use OTT Advertising to Grow Your Sales & Leads - Published: 2023-06-23 - Modified: 2023-06-28 - URL: https://masoninteractive.com/?webinar=how-to-use-ott-advertising-to-grow-your-sales-leads --- ### Create Seamless Shopping Experiences from Discovery to Purchase - Published: 2023-06-23 - Modified: 2023-06-28 - URL: https://masoninteractive.com/?webinar=create-seamless-shopping-experiences-from-discovery-to-purchase --- ### Unlock New Audiences With Alternative Creative Routes - Published: 2023-06-23 - Modified: 2023-06-28 - URL: https://masoninteractive.com/?webinar=unlock-new-audiences-with-alternative-creative-routes --- ### How to Do Influencer Marketing Right with Facebook Branded Content - Published: 2023-06-23 - Modified: 2023-06-28 - URL: https://masoninteractive.com/?webinar=how-to-do-influencer-marketing-right-with-facebook-branded-content --- ---