No Tricks, Only Digital Treats to Boost Seasonal Sales

Pumpkin-spice lattes are back on the menu and the only new movies out are horror flicks. Halloween must be close! As you prepare your digital campaigns for the holiday season, you’re likely considering new ways to dress up your ads with spooky filters and scary-good offers. After all, the National Retail Federation reports that more Americans will splurge on costumes, candy and pumpkins than ever before, for a record 9.1 billion in Halloween spending this year. To help you scare up new customers, we’re sharing four digital strategies to boo-st seasonal sales this Halloween:

Forecasting a Bountiful Campaign with Weather-Based Signals

Signal-based strategies are perfect for building ads with small variations across disparate DMAs. For example, a national coffee shop might use weather signals — it’s chilly, raining and after sunset — to send an ad for hot cocoa to consumers in those areas. Whereas, a nearly identical ad promoting the new “monster” slushie could be served to customers in warmer locales. Savvy marketers will take the ad one step further with a countdown timer to create a sense of urgency to try out seasonal products before they are gone.

Echo Remarketing Is Practically Magic

Do you ever get the feeling that a product is stalking you online? This Halloween, those specialty cupcakes just might be. Standard pixels are great for retargeting general or brand awareness ads to users. But with new echo remarketing tactics, advertisers can personalize their creative even further based on a user’s actions on their site. When echo remarketing is activated, the pixel collects things like when a user customizes a cupcake flavor, icing color or decoration. Then it remembers those selections to retarget the user with an ad featuring that exact cupcake. Scary cool, huh?

Goblins, Ghouls and Geos  … Oh My!

Trick-or-treating on an empty stomach? Now that’s scary! With advanced geotargeting, you can set up a geofence to target parents browsing on their phones within a few blocks of your store. Then, use an address-based map takeover to entice them to stop in to your nearest location for a healthier snack and save the candy for later.

There’s No Hiding from People-Based Marketing

New people-based marketing techniques mean advertisers can match their first-party customer data, like who added that Frankenstein costume to their wish list, to specific customers’ phones and tablets. When you know who your on-the-go customers are, you can retarget them with more relevant mobile offers featuring deals they’re most interested in, like easy one-click ordering. Also, remember to use exclusion segments to ensure customers who already bought don’t see ads that they don’t need. There is a lot of potential to boost seasonal sales this Halloween, or apply these strategies to other holiday campaigns throughout the year. Reach out to us to learn more. *This post was originally published on 10/26/16 but has been revised and updated for accuracy and comprehensiveness.

Why People-Based Marketing Should Power Your Media Plans

As a digital researcher, I like digging into the nitty-gritty of current industry hot topics. Right now, that’s people-based marketing. So, when my team asked me to explain why people-based marketing is so popular, I couldn’t wait to dive in. We all know that today’s advertisers must be able to recognize and reach their customers everywhere. But with the average consumer owning more than five devices and three email addresses, it’s easier said than done … And explaining why people-based marketing is going to change all that is easier shown than said. This is where our new people-based marketing stat pack comes in. The downloadable PowerPoint deck explains the benefits of using people-based marketing techniques to personalize ads so you can make the case to clients who might not be totally ready to hand over their customer data. As a quick primer, check out my favorite stats from the deck:

why people-based marketing first statIT JUST GOT PERSONAL

More than half of consumers under 50 want more personalized ads.

why people-based marketing second statFIRST-PARTY DATA IS THE KEY

More than 60% of senior-level marketers had the highest lift among data sources with first-party data.

why people-based marketing third statPRIVACY REMAINS IMPORTANT

Millennials are three times more open to the benefits of data sharing than any other generation.

why people-based marketing fourth statWHY DOES IT MATTER? BECAUSE IT WORKS

83% of media buyers say people-based marketing is more effective than standard campaigns.

why people-based marketing fifth statDON’T GET LEFT BEHIND

Over 90% of media buyers increased their people-based ad buys last year. Want more? Download the full people-based marketing stat pack for the instant research you need to explain why people-based marketing should be a part of every advertiser’s data-driven strategy.People-based marketing stat pack call-to-action form header

For more tips and tricks, check out our latest video on how people-based marketing works and find out how to prepare your CRM for data onboarding. Or contact us to activate your people-based marketing strategy now.

What Is People-Based Marketing? All Your Questions Answered

Today’s consumers engage with their favorite brands more than ever before. They may start a search on their desktop, compare recently emailed coupons on their laptop, check out what others are saying on social media apps, and then finally drive to a store to make a purchase. For marketers, all these touch points are critical to understanding what their customers want and need. Tracking a consumer’s identity across these different places can be tough. So, instead, marketers have relied on targeting devices without really knowing the real person behind it. But not anymore thanks to people-based marketing. People-based marketing is the industry’s latest buzzword, so you better know the essentials. Get all the answers you need and discover why it should be a part of your client’s media mix now.

What is People-Based Marketing?

At the most basic level, people-based marketing means gathering customer data from both offline and online sources and using that rich profile to more accurately recognize and reach customers on any device. It connects brands with real people, not audience or device groups. This means you can better target individuals with messages that matter and engage them in more meaningful ways. One of the first people-based marketing initiatives started with the launch of Facebook Custom Audiences, which allowed advertisers to match their CRM data to Facebook user IDs for enhanced targeting. No surprise, Twitter and Google quickly followed suit with similar capabilities. Today, there are a variety of people-based marketing solutions available to advertisers beyond these early adopters, including Amazon, LiveRamp, and more. Just Google “people-based marketing solutions,” and you’ll come up with over 5 million page results!

OK, I’ll bite. How Does People-Based Marketing Work?

We’ve all been followed by that ad weeks after we looked up a product online and already bought it in the store. If you’re an advertiser, you know how frustrating it can be to see marketing dollars wasted like this. People-based marketing is changing the digital ad game. Here’s how it works: Let’s say your car dealership wants to get past customers to come back onto the lot for a year-end closeout sale. You’ll start by taking your offline customer data — like their email address, phone number, occupation and purchase history that live in your CRM or loyalty database — and upload it to our secure platform. This is called data onboarding. We match that data to the digital info on each person — like their device IDs, browsing habits and social logins. We also anonymize any personally identifiable information in the process, so you can rest easy knowing your customers’ privacy stays protected. Then, we distribute the profiles to your preferred media platforms, where you’ll be able to recognize, segment and reach the exact consumers you want to target. This means instead of targeting males in their 30s who like trucks, you can reach Joe, who is a rancher with a truck lease expiring in the next 90 days. When you know who your customers are online, you can deliver more relevant ads throughout their day, no matter where they are browsing from. And those ads can be personalized, for instance, with an all-wheel drive package and increased towing capacity to make them even more relevant for Joe. TL;DR? That’s ok. Check out our <2-minute explainer video.

It just got personal. How do I know if people-based marketing is right for my clients?

Advertisers with a robust database of offline or purchase information are the best fit for people-based marketing programs, but anyone with various data sources can build toward a successful people-based marketing campaign. Top industries for people-based marketing strategies include education, retail, travel and entertainment, automotive, health and fitness, restaurants, and CPG.

I’m not sure if I have enough data to work with. Where do I start?

Knowing if you have enough data to work with is never a black and white answer, but you can start by understanding the different types of marketing data. Since first-party data is the key to a successful people-based marketing strategy, you’ll want to concentrate your efforts there. Build deeper, more meaningful first-party data by consolidating CRMs across your organization, giving customers a way to share their information during checkout, or hosting gated content on your website to drive in new leads.

I’m still on the fence. Really, why should I bother?

Over 90% of media buyers can’t be wrong. That’s the number that increased their people-based ad buys last year, according to a Signal and Econsultancy report. Oh, and it works! In fact, we’ve seen a 10x improvement in view-through ROI over standard third-party behavioral segments! Here are three quick ways you can use people-based marketing to increase the efficiency of your marketing spend.

Match Your Customers’ Devices to Their Profile for Better Retargeting:

Matching your first-party data to online devices allows you to retarget individuals based on their online shopping history, internet behaviors, app downloads and more. Use these insights to turn single-channel shoppers into omnichannel buyers.

Exclude Those Who Already Bought for Smarter Spending:

Sometimes, it’s not about showing more people your ads; it’s about showing the right people your ads. Eliminate wasted spend by excluding current customers from your awareness campaigns. As an added bonus, you’ll retain loyal customers by ensuring they don’t receive ads that they don’t need.

Expand Your Reach with New Prospects That Look Like Your Top Buyers:

Gain new customers by targeting prospects that look like your best customers. Look-alike modeling uses trends in your data to identify like-minded audience segments for more effective prospecting. Need more proof? We’ve got you covered with our people-based marketing stat pack. This free resource gives you the real stats powering people-based marketing’s growth, as well as reasons why it should be a part of your next media strategy. Now that you’re well-versed on what people-based marketing is and how to use it, you just need to ask yourself if you’re ready to put your first-party data first. Reach out to us today and find out how to get started.

Industry Opinion: Is the Honest Ads Act a Viable Solution for Digital Political Advertising?

The Honest Ads Act hopes to bring more clarity and transparency around political digital advertising. But will it? The Drum was curious about what advertising and marketing professionals thought of the bill, and our COO Jay Friedman was one who shared his thoughts.

Great Place to Work® and FORTUNE Name Goodway Group One of 2017’s Best Small & Medium Workplaces

We are so honored Fortune magazine and Great Place to Work® just named us one of the 2017 Best Small & Medium Workplaces. Among the winning medium businesses on the list, we came in at No. 8 and earned this spot based on coworkers’ assessment of camaraderie, leadership, fairness, rewards and career opportunities in the workplace. Check out our press release to learn more about this exciting award win.

The Goodway Life: Inspiring Self-Discovery in Your Career

What’s it really like to work at Goodway Group?

Q&A with Marc Morris

Marc Morris

Marc Morris, our Dallas-based Software Engineer, shares why a company that supports self-discovery in your career is essential to long-term growth, both personally and professionally.

After over a decade in the world of front-end and UI design at ad agencies, I entered the realm of back-end programming, where you will find me to this day.

There are lots of ad tech companies to work for, so why Goodway Group?

My first memory of Goodway Group says it all. During my interview, our COO Jay shared that I was one of the first people to answer one of his most pivotal questions to his satisfaction: “What is integrity?” (Hint: It’s what you do when no one is watching.)  Now, seven years later, I am still in love with this company and the folks who make it such a great place to work.

If you had to describe what you do as a superpower, what would it be?

Curiosity is the superpower of every successful programmer. I’m here to ask, “What if?” It’s a powerful question that’s responsible for everything from the advent of flight to the deep frying of cheesecake. Yum!

How has Goodway Group supported self-discovery in your career?

I found a new side of me thanks to the freedom that working from home has afforded me. After several years of working at home, I decided to get an Airstream travel trailer and roam the US, limited only by the bounds of the 4G network. I have met the most interesting characters and found some hidden wonders that I would never have been able to in a traditional job setting. It has taught me to be more self-sufficient, adventurous, and given me a fresh perspective on life. Everyone here pushes you to be the best version of yourself you can be — on the job and off the job. That’s why I go out of my way to do more for the company in return.

What has been your greatest accomplishment at Goodway?

I will never forget getting a standing ovation from the entire company when we first launched GoLive!, our dynamic content system. To have a workflow system appreciated like that was an astounding career success.

Why do you care about what we do at Goodway?

There are three things that make me work hard for this company: 1) the people, 2) the people, and finally, 3) the people. Also, I love a good creative ad. Seeing how creative designers and developers best utilize the tiny canvas of a banner ad is really interesting to me. The online ad world is fraught with bad experiences, and I am glad to be a force for good.

If you’re working from home, how are you not tempted to watch Netflix all day?

The main reason I don’t watch Netflix all day is because it would be so dull compared to the challenges and problems we solve on a daily basis.

If we stopped by your house next Saturday, what would we find you doing?

There is a good chance I wouldn’t be there! I am an explorer by heart, and I am always out and about trying to see, learn or do something new. Although there is a possibility you might find me in the evening reading a golden age sci-fi book, playing online games with my friends or following the latest cryptocurrency news.

The Goodway Life Series

The Goodway Life: Camaraderie Over Cubicles

The Goodway Life: Explore the Realities of Remote Work

The Goodway Life: Building a Digital Media Career

How to Maximize Your Q4 Budget

seated businesspeople staring at a computer Many companies develop a holiday advertising strategy for Q4, but for some advertisers, it’s a time to figure out how to best spend their remaining budgets. Before the hustle and bustle of the holiday season gets into full swing, we’d like to share some quick programmatic media strategies for those looking to maximize their Q4 budgets this year:

Last-Minute Spending

At large organizations, the marketing department often receives a fixed budget for the year. If the entire budget isn’t spent in the calendar year, the department may not get as robust of a budget next year. So many marketing managers will look to blow through their remaining budget in the last month or even last two weeks of the year to ensure they receive similar funds in the next year. These types of advertisers can still spend their money strategically, even though they are trying to spend as quickly as they can. We recommend these clients start with video ads for two reasons: First, it’s a visual medium that is perfect for branding, awareness and reaching consumers at the top of the funnel. Secondly, programmatic video inventory is typically more expensive than display or mobile takeovers, so if you need to spend marketing dollars quickly, video will help you achieve that. Depending on how much budget a client has to spend, we often recommend combining programmatic video with mobile and display tactics to catch those users later in the funnel and reach them again with remarketing.

Heavy Up Budgets

Sometimes, we hear from clients in Q4 who tell us they have extra money in their advertising budget that they aren’t sure how to spend. In these cases, when a client is looking to heavy up on their existing media, we recommend adding mobile tactics to their campaigns because there is so much opportunity in this growing space. Our forecasting shows that impression levels across mobile web, in-app and mobile video are outpacing display impressions. Adding mobile to a display plan will increase brand awareness and conversions. Advertisers will also see a clearer picture for attribution since most consumers use several devices for research when considering a purchase. Additionally, if the advertiser is in any retail category, they can layer in advanced strategies, such as mobile couponing, beacon technology, and hyper-local geofencing for an additional boost in conversions. Advanced TV is another great tactic to consider for a heavy up campaign because you can use it to extend a digital video or TV campaign. If you’re already running digital video, you’ll add premium non-skippable inventory to your buy that uses the same reporting and metrics as your current buy. If you’re extending a TV campaign, you can expand your reach by targeting both your traditional TV audience who also watches streaming content and cord-cutters who might not have seen your ad in the first place.

Always-On Campaigns

Finally, at this time of year we also hear from clients who are always-on advertisers, such as a CPG brand. They may consider pausing their campaigns to avoid competing with holiday spenders but sometimes decide instead to stay top of mind with awareness campaigns throughout the holiday season. For these types of clients, we recommend refining targeting so the campaign is focused on the best-performing audiences. There are a couple ways to do this: The first method is to look through reporting and focus the budget solely on the geos, dayparts or third-party audience segments that are the best converters. Another strategy is to center advertising on Private Marketplace (PMP) deals. These deals allow advertisers to home in on the specific sites that are performing best or that are most relevant to their customers. You get all of the benefits of buying programmatically but advertise only to a highly targeted audience. No matter what type of client you are or what type of budget you have to spend, Goodway Group can help you maximize your Q4 budget. *This post was originally published on 11/1/16 but has been revised and updated for accuracy and comprehensiveness.