Top 3 B2C Digital Marketing Trends for 2022

We’re already well into the new year, and like many other marketers, you’re probably knee-deep in finalizing budgets and getting your marketing plans off the ground. Whether we like it or not, we’re jumping headfirst into the third year of the pandemic, which has fast-tracked digital transformation and in turn shaped the way brands interact with their consumers.  

The pandemic has led to more people spending time at home as many companies shift toward permanent work-from-home or hybrid work models. Consumers are more digitally connected now than ever before, utilizing the internet to make purchases, video conference, stay in touch with friends and family, stream video and more. eMarketer reports that digital media consumption has grown by about 17% since 2019, and it’s expected to continue this upward trend. This presents more opportunities for brands to engage with their consumers and expand their digital brand presence across platforms.

As you kick-start your marketing plans for the year and think about how you’re reaching your target consumers, it’s important to understand where they’re spending the most time online and how they want to be engaged. With the constantly evolving digital landscape and general uncertainty about what lies ahead, brands should remain agile in case they need to adjust their marketing strategies to respond to changing behaviors.

As we look ahead to the next 12 months, we’ve compiled our predictions of the top three B2C digital marketing trends that will influence the digital advertising industry in the year ahead.

1. Take Center Stage With Influencer Marketing

The accessibility of user-generated content has grown rapidly with the rise in social media use. TikTok’s and Instagram’s algorithms have been instrumental in distributing content based on users’ interests, creating experiences that are seemingly curated just for them.

Brands have quickly caught on, partnering with both macro and micro social media influencers and content creators to promote their products in order to sway consumers’ purchasing decisions and establish trust with their target audience. Last year, advertisers spent around $13.8 billion on influencer marketing — 42% more than they spent in 2020. By the end of 2022, it’s projected these budgets will reach $15 billion according to MediaPost.

A survey conducted by HubSpot found 61% of B2C marketers plan to leverage influencers in 2022. Influencer marketing will be a large part of brands’ advertising budgets because it helps expand brand presence on social media and deliver a strong ROI.

2. Customize Experiences With Personalization

Despite ongoing privacy concerns, personalized marketing tactics are here to stay — and data shows many people are on board with it. Forbes reported that nearly 70% of consumers prefer personalization if it’s connected to the brand’s own first-party data rather than being purchased by a third-party data provider.

Companies are reaching consumers through their websites and apps, text notifications, connected TV (CTV) and social media with messaging and experiences tailored to match consumers’ buying behaviors, locations, interests and so on. In addition to the growing trend of custom messaging, we’ll continue to see growth in product customization. From cherry-picking ingredients they want to add to their haircare products to choosing custom elements to add to a computer, customers want the option to have products tailor-made to fit their individual needs.

This type of people-based marketing ensures your target consumer is engaged with your brand and allows you to gather intent data to create even more personalized messaging, products and experiences in the future.

3. Harness the Future With Artificial Intelligence (AI)

Augmented and virtual reality are still in the initial stages of adoption, but they’re expected to continually grow in the coming years. With Facebook’s name change to Meta and the introduction of the Metaverse, more consumers and brands have shown interest in trying out immersive virtual experiences. eMarketer predicts that 64 million people will use VR and 101.6 million people will use AR at least once a month in 2022.

Despite some uncertainty with how the Metaverse will work and what it means for consumers as well as brands, we’re already seeing businesses test out virtual reality. For example, Gymshark Founder and CEO Ben Francis recently shared a video of his experience conducting a meeting with Chief Brand Officer Noel Mack in the Metaverse on Instagram, and it’s increased excitement about the possibilities this digital world can provide. From visiting stores and making purchases to virtually touring homes, how virtual reality combines real-life activities with the virtual environment is novel and intriguing.

As our lives become increasingly more digital, more conversations addressing consumer data privacy concerns are likely. AI and the Metaverse are largely untapped, and as their use cases grow, new restrictions are expected to emerge.

The uncertainty of the last couple of years has created new opportunities for brands to grow, transform and create more personalized experiences for their target consumers. Want to stay ahead of the digital trends and get tips on how to best engage your audiences? Talk to us or explore our wealth of free knowledge resources for the ideas and expertise you need to create successful B2C campaigns this year.

B2B Marketing Trends for the Innovative CMO

CMOs are made, not born. Some say it’s the hardest marketing job to get and the easiest job to lose. That’s why innovation in the modern CMO role is critical. We’re previewing a list of four B2B marketing trends to help CMOs stay innovative — or get you promoted to the role instead.

Bigger Marketing Technology Investments

According to MarTech Alliance, 23% of the B2B marketing budget is allocated to marketing technology. Marketing technology budgets continue to increase year over year. Our research found that over 60% of B2B CMOs are increasing the technology budget for marketing in the next 12 months. But where is the innovative CMO investing?

Where Marketing Leaders Invest in Technology

Here are the three most significant areas to invest in new tech:

  1. Identity reconciliation
  2. Analytics
  3. Advertising

As CMOs embark on major digital transformations and the strategy shifts to satisfy the new B2B consumer, these technology investments will grow. This year, B2B CMOs are demanding larger technology budgets to solve the ever-growing measurement challenges and explore new customer targeting strategies.

HubSpot reports 30% of marketers marked “measuring ROI of marketing activities” as the number one challenge they anticipate in 2022. It comes as no surprise with the identity changes to tracking and fragmented customer experiences. While measuring within each channel is possible, the cross-channel attribution for ROI presents another priority for marketing leaders to fix with 2022 investments.

Account-Based Experiences

Innovative CMOs are embracing account-based marketing (ABM) as a pillar in the B2B marketing plan. ABM itself is not a new digital marketing trend for leading B2B brands. But expanding to an organization-wide account-based experience (ABX) is only for the most audacious marketing leaders.

ABM has widespread adoption among modern marketing teams and continues to increase in popularity. But the strategy is more attractive for brands that want to leverage their robust first-party data and AI-driven audience aggregators to produce high-value marketing campaigns. Why? Because rising identity and audience targeting makes effectively marketing to a target audience across channels costly. According to RollWorks, 91% of marketing teams applying ABM indicated larger deal sizes. 67% of companies using ABM have better sales and marketing collaboration with improved close rates and reduction in resource waste.

Where Leading CMOs Are Investing for ABM

Data is the key to starting a strong account-based marketing program. Companies are looking at ABM tech stack investment in these key areas:

  1. Intent monitoring
  2. Programmatic advertising
  3. Personalization

These three areas represent the most significant challenge areas in building and scaling an ABM program.

Mobile-First Marketing Strategies

Traditional B2B marketing skirted mobile priorities because buyers were predictably engaging on static digital channels: company devices in company offices. Enter the globalization of remote work. Now the mobile-first movement is hitting B2B marketing departments. Around 70% of B2B buyers and decision-makers prefer remote or digital interactions with vendors – it’s predicted this percentage will continue to increase over the next three years to 2025.

Advertising will see the biggest shift (and budget changes) this year. According to new research, mobile ads will account for $4.82 billion of U.S. B2B digital ad spending this year, with the growth rate doubling nonmobile investments. This means an increase in channel saturation not being used or optimized for B2B marketing teams. Our teams predict the rising competition in these spaces will cause digital advertising costs to steadily incline — even with identity challenges.

With iOS 15 and other privacy changes, B2B email marketing will also likely shift this year. But marketing leaders who leverage this channel will incorporate a smarter mobile-optimized approach with added layers of personalization to scale.

Digital Marketing Innovations for Modern Marketers

According to Salesforce, 84% of B2B marketers say their customer expectations are changing their digital strategies. So digital media budgets get a projected increase as CMOs strive for a greater media mix to meet these shifting customer demands. This year we’ll see three areas take a bigger piece of the budget:

  1. Digital ads (think: display, paid search, etc.)
  2. Social media
  3. Online content

Digital Ads

In another report from 2021, Salesforce indicates 56% of B2B marketers are using AI for media buying and programmatic advertising. The ability to leverage audience building and machine learning to create efficient campaign execution is “revolutionizing media buying” for businesses. CMOs in B2B organizations may leave programmatic to the B2C brands. But it would be a mistake. The trick to making it work? ABM.

Online Content

Programmatic advertising has a significant role to play in digital media for B2B marketing leaders. But if you’re looking for an edge, go with video.

Research shows video takes center stage for more B2B CMOs every year. And 75% of B2B marketing leaders expect to increase online video and display advertising this year. But the novel channel — which some may assume is risky for B2B — for innovative CMOs is connected television (CTV). Traditionally, the CTV advertising channel is reserved for the biggest B2B brands doing high-budget brand awareness. Making a strategic play for hyper-targeted CTV audiences will transform the top-of-the-funnel playbook for the modern marketing team in 2022.

B2B marketing has never been easy. But it’s always been an exciting challenge for those leaders bold enough to take the risks. Want to learn more about today’s top digital media trends, topics and strategies? Check out our blog and free digital advertising resources or get the expertise you need now.

Goodway Group Shortlisted for Campaign US Awards

Goodway Group is a finalist at the Campaign US Agency of the Year Awards for our New Business Development Team, and our Nick Gaudio is a finalist for Strategic Planner.

According to Campaign Live, the Agency of the Year Awards recognizes “inspiring leadership, creative excellence and outstanding business performance at agencies across the U.S” and those organizations or people who broke new ground and moved the needle with client work.

Why Goodway Group Is a Campaign US Awards New Business Development Team Finalist

businesspeople on Zoom call

Our new business development approach is centered around the client, and it’s this four-pronged approach that led our Goodway team to become a Campaign US New Business Development Team of the Year finalist.

Leading Through Change

2020 was a year when everything changed, and this was true for Goodway Group. Selling in a world that’s known a global pandemic has challenged the modern sales team: arrested supply chains, shattered customer journeys and put companies under fire due to a shrinking workforce.

Buying into “another advertising agency” became a low priority for most brands, creating a new watershed moment in many marketing organizations like Goodway. To find sustainable growth after a year when marketing teams felt the pang of the pandemic, our Senior Vice President of Business Development and Strategy Adam Herman led our business development team to scrap traditional selling methodology and rebuild it with people—not the product—at its foundation. A year into the transformation, Goodway is celebrating record achievements including over 10 prestigious award recognitions for our client work and team success, onboarding nationally recognized clients and partners, building a deep dynamic leadership model to forge a strong selling team and reaching a significant improvement in new revenue models.

Putting Clients First

A longstanding mantra at Goodway is “Make Clients Heroes,” and we strive to do this every day by understanding clients’ needs, creating personalized programs for their business goals, measuring successes and opportunities at every turn and customizing recommendations that are most important to clients, not us.

As the challenger to traditional agencies, Goodway sellers prioritize transparency and honesty while bringing maximum performance value and strategizing with brands on how to use media dollars to drive real business outcomes. Our teams leverage a combination of bespoke technology and top ad tech platforms to build a full ecosystem that not only delivers an unparalleled client experience but results. Our customer-first agile strategy creates an atmosphere of unlimited opportunity, both for our people and our clients.

Rebuilding Learning and Development

Learning and development is a flagship pillar of the business development team.

“In our leadership model, we lead by example,” Adam Herman says. “I use Goodway-sponsored resources to prioritize my personal development and coaching. Taking that approach helped me prioritize that self-owned growth on my team.”

Business development contributors take personal and professional growth into their own hands. Rather than taking the typical sales training classes, they use Goodway’s monthly dedicated learning day to sharpen their sales acumen and grow their skill sets.

This opportunity made it possible for Adam and his team to create a separate space for career coaching and personal development and build more sustainable results and confidence in the talent pool. For instance, a few business development team members hired career coaches who provided valuable resources and helped them fully recognize their value and talents.

Creating Exponential Growth

Goodway’s business development team made their successful transition during a challenging time and created growth in more ways than just revenue. Each team member created opportunities for collaboration during the sales process. They identified powerful allies internally to extend their deep bench of resources and expertise. Every conversation started with the client’s end goal in mind and included internal thought leaders’ innovative strategies that clients desired.

Why Our Nick Gaudio Is a Campaign US Awards Strategic Planner Finalist

Nick Gaudio is Goodway Group’s strategic powerhouse. It’s a status that didn’t happen overnight, but one that he came to after a deliberate journey in digital media strategy. Much of his success comes down to his optimistic mindset, his adventurous spirit and staying open to possibilities. As he likes to say, “There are three kinds of people in the world: fire starters, fire stokers and those who keep the flame alive. I’m a fire starter, keeping things fresh by always asking ‘why not?’”

Building a Wealth of Experience

Before joining Goodway, Nick started his career at Digitas LBi, as a strategy and analysis analyst, creating custom metrics for General Motors through statistical modeling. His model correlated online activities with offline sales and was used from 2008 to 2017, well past when he worked there.

Nick then moved to Millward Brown Digital. As a senior associate of advertising effectiveness solutions, he ran the team that measured and assessed brand lift across attitudinal and behavioral methods, overseeing 30 Fortune 100 accounts, which included Goodway due to the brands we were working with at the time.

Deepening Digital Strategy Expertise

In his first role at Goodway, Nick was as an external-facing director of account strategy for the entire western region, leading client strategy for hundreds of accounts. He developed internal and client-facing materials, including white papers, blogs, strategy road maps and custom solutions.

Following his stint in account strategy, Nick added insights to his repertoire and moved to a director of account strategy and insights role, focusing on internal strategic education. In the few months he was in this position, he developed an enterprise-wide consultative process for account teams to audit key accounts. He also created a quarterly business review report template called the Enhanced Insights Program.

Challenging the Status Quo

Moving to another internal role as director of account management, Nick oversaw the development of a new account management program, which included leading 12 account manager direct reports. During this time, he also developed a new client experience model, worked with Product Management to develop new reporting dashboards and collaborated with sales leadership to establish annual goals.

Fostering Innovation

Nick’s current Goodway role as director of data and business planning combines both internal and external strategic projects. Over the past few years, Nick has created a crawl-walk-run data strategy for Goodway’s sales and sales enablement teams, overseen custom projects involving statistical modeling and predictive analytics for internal and client use and led business planning efforts across the organization.

From winning an Oracle Markie award to significantly contributing to incremental business and much more, it’s been a celebratory year for Nick.

Here at Goodway, we could not be prouder of Nick, Adam and all our talented employees on the business development team. Today, we congratulate them on their accomplishments and wish them the best of luck along with the acclaimed companies and individuals in their respective award categories. Campaign US will announce Agency of the Year Award winners during an in-person award ceremony on February 17 in New York City.

Want inspiring digital marketing ideas, award-winning strategies and detailed resources to make the most of your potential and boost your own excellence this year? Peruse our case studies, download our free digital marketing resources, follow us on social media or get in touch. Let’s talk now.

Goodway Group Wins Best Search Campaign at the 2021 Digiday Awards

man lifting weights

Goodway Group has another win to celebrate: Best Search Campaign at the Digiday Awards for our work with Anytime Fitness, one of the country’s largest fitness chains.

According to Digiday, the Digiday Awards is “the industry’s annual recognition of the companies, campaigns and creative modernizing media and marketing,” and the results were announced during a virtual award ceremony on December 16th.

Read on to learn about our award-winning search strategy and how we worked with Anytime Fitness as its agency of record to increase new member growth by creating brand awareness, prospecting new franchisees and driving leads through a comprehensive digital media strategy at the national and local franchise levels.

How Goodway and Anytime Fitness Used Search to Prevail During the Pandemic

To say the COVID-19 pandemic challenged the fitness industry is an understatement. According to ClubIntel, 18% of gyms permanently closed last year. Anytime Fitness had to pivot and make tough decisions to support its network of franchise owners. See how the Goodway team stepped in to help Anytime Fitness succeed during a challenging time and what you can do too if you’re in a similar predicament.

Goodway leverages search to reach a relevant audience looking for gym or fitness information and to ensure that Anytime Fitness is part of their consideration set. As consumers conduct their buyer journey, they usually perform multiple searches, and Goodway wants to make sure that Anytime Fitness appears during crucial touchpoints.

Set the Right Search Strategy

Use Anytime Fitness’ search strategy yourself to reach prospects throughout the marketing funnel:


Purpose: Competitive Conquesting

Goal: Increase awareness and become part of a user’s consideration set.

Keyword Examples: Planet Fitness, LA Fitness


Purpose: Non-Brand

Goal: Lead searchers down the funnel and help drive consideration and evaluation.

Keyword Examples: gyms near me, gym membership


Purpose: Brand

Goal: Get the highest attribution for conversion as most people perform multiple searches as they work their way down the purchase funnel and convert on branded terms.

Keyword Samples: Anytime Fitness, Anytime Fitness Membership

Anytime Fitness search strategy infographic

Develop and Fine-Tune Your Search Campaigns

Goodway manages an always-on and a fall promo campaign for Anytime Fitness. In a typical year, Anytime Fitness would set advertising goals by reviewing the prior year’s goals and then increasing them accordingly. Of course, the pandemic threw a wrench in the plan.

When shutdowns occurred, the team noticed increased searches from current members checking on their local club, so Goodway recommended Anytime Fitness pause its always-on campaign from mid-March to mid-June. Running then would help new member acquisition. Here at Goodway, we felt it was more important to help our partner make the best business decisions rather than heed our own interests. The team also updated location closures constantly through the second half of 2020 and added negative keywords around COVID-19 and closures so budget didn’t go toward non-converting terms.

The campaign restarted with a limited budget, so the Goodway team chose to use Google’s “target impression share” feature to keep the campaign live as long as possible. We also were nimble at reactivating locations at different times. We started with states, went down to zip codes and then to individual clubs. That way, Anytime Fitness wouldn’t have to spend money on closed clubs.

Always-On Campaign

The always-on setup prevents local franchisees and the national campaign from bidding on the same keywords, eliminating self-competition. Franchisees bid on branded keywords first, and when their budgets run out, the national campaign supports branded terms, followed by general keywords, then competitive terms. This approach allows for a strong focus on the best-converting terms but also includes competitive terms, preventing competitors from conquesting Anytime Fitness’s prospects.

Fall Promo Campaign

The fall promo campaign launched In September, inviting prospects to join for $1. The campaign ran from September 8th to September 25th, and the strategy mirrored the always-on campaign, with a heavier emphasis on branded terms. Goodway held daily meetings with the Anytime Fitness team to keep them informed during the campaign, talking through performance and optimizations.

With forced gym closures and heavy restrictions upon reopening, it was impossible to predict new membership patterns. As a result, the 2020 always-on campaign didn’t have a set goal, but Goodway aimed to deliver as low a cost per lead (CPL) as possible. The fall promo campaign DID have a set CPL goal, and it was set through evaluating current market conditions.

Analyze Your Search Campaign Results

For the always-on campaign, the Goodway team kept the average CPL under $10 from June to December and drove 58,952 leads, which met Anytime Fitness’s overall business needs.

For the fall promo search campaign, our CPL came in 7% lower than the goal and 52% lower YoY than 2019’s fall promo CPL. Goodway drove 25,993 leads, an increase of 52% over 2019’s 15,818 leads. The campaign also drove 4,848 calls.

Anytime Fitness campaign results infographic

After analyzing reporting from Goodway’s proprietary G90 platform’s cross-channel insights tool, the Goodway team also found awareness channels had an impact on search performance. With additional channel exposure, search performance improved by up to 200%. Goodway’s analysis and findings reinforced how important it was to include search in Anytime Fitness’s holistic media campaigns.

Setting up and running successful search campaigns can be complicated, but it can be a breeze when you work with the right partner. Take a look at our other recent search campaign success stories, how we demonstrated the value of a holistic media strategy to our CPG client or how we focused on a national search strategy and local campaigns to improve each tier of Kubota’s business.

Anytime Fitness client testimonial infographic

With Goodway by your side, you get the smart media strategy, impeccable execution and thoughtful collaboration you need now. Contact us to learn more and get a free custom assessment from our expert digital media team. Now’s the time to discover the clever search strategies, campaign setup and optimization techniques you can wield in the new year to take your search marketing and business to the next level, no matter the challenge.

Goodway Group Wins Best Employer for Remote Employees

Work from anywhere in your pajamas. Say goodbye to a long commute. Enjoy greater work flexibility. These are remote work’s obvious perks, but to retain remote employees and ensure they’re continually connected, engaged, supported and motivated to do their best work and develop their full potential, employers must think creatively and constantly be willing to innovate.

That’s what we strive to do here at Goodway Group and why we were recently named Best Employer for Remote Employees at the 2021 Digiday Worklife Awards. We’re so honored to receive this accolade and to be recognized for leading the way in remote work. Curious about how to better connect and support your own remote workforce? Read on for our award award-winning ideas you can implement now.

How to Become a Remote Work Leader

Develop a People-First Culture.

With our 92-year history, Goodway Group has withstood the test of time. From a family-owned print shop to cable advertising to digital media, evolution is core to our DNA. Since 2006, we have operated exclusively with a remote workforce, allowing us to retain top talent globally. Our people-first culture prioritizes premium and comprehensive employee resources, training and tools so our team can continually build skills and remain at the forefront of the ever-changing ad tech industry.

Invest in Employee Development.

Our investment in current employees includes programs to map new career pathways while offering support, providing resources and creating individual development plans (IDP) across departments. Our people experience team tracks our employees’ progress, and, on average, 80% of employees have an active IDP.

IDPs include career relevancy goals that ensure our remote team members remain marketable and ready for advancement. And there’s plenty of room for advancement at Goodway: Recently, we’ve seen 25% workforce growth, of which 40% are newly created positions!

Maintain a Healthy Work-Life Balance.

Our approach to remote work gives our remote employees the flexibility to work within unique circumstances and maintain a healthy work-life balance. We know firsthand the positive outcomes of providing flexibility, supporting professional development and giving our people time away to recharge.

Goodway’s benefits package reflects our commitment to time away from work with an unlimited paid time off (PTO) policy. However, this year, the leadership team elevated this further by implementing a new summer schedule. From Memorial Day to Labor Day, Goodway employees enjoyed summer Fridays, where we closed at noon local time across time zones. The entire company felt the impact of returning from the weekend refreshed, ready to bring thoughtful solutions and superior results to our clients.

This is how a few of our senior team members planned to take advantage of the gift of extra time (explained using their Zoom backgrounds, naturally).

Our company objectives aim to expand our business, create long-term sustainable growth and open more opportunities for employees to explore different career paths. Even though our work happens from the comfort of home offices or shared working spaces, our culture creates a space for the entire team to pursue their professional goals without any pressure to sacrifice personal life moments.

Plan Biannual Company Gatherings.

 Our approach to remote work hasn’t required many adjustments throughout the pandemic, but feelings of isolation and loneliness are common inside and outside of Goodway. The biannual company gatherings are a key ritual and the secret sauce to strengthening work relationships across the organization and maintaining our thriving “always learning” culture.

Our people experience team brainstormed ideas to connect remote employees in new ways. Using Virbela, a 2D virtual reality platform, we can mimic the experience of attending an in-person event through personal avatars. Teams can enter virtual conference rooms with shared whiteboards and become immersed to best facilitate shared learning environments. Remote employees can enjoy some fun and unforgettable virtual moments together too – such as dancing at a speakeasy, playing soccer or cruising in speed boats.

Dedicate Days to Employee Growth.

Once a month, all internal meetings are canceled at Goodway in honor of Dedicated Development Day (D3), where we switch our focus from our swirling to-do lists for a brief time to growth and development exclusively.

On D3, using Zoom or Virbela, our internal experts host live learning sessions, engaging teammates across departments. Our programs are always built with our remote employees’ needs top of mind because we know the positive impact personal connection and professional support can have on remote employees’ mental health and morale.

Let Employee Feedback Be Your Guide.

As a remote work leader for the past 15 years, Goodway continues to implement programs and initiatives that promote our ideal culture. Remote employees’ professional development remains a priority, but caring for job teams is equally important. Our talent success partners have created a resource library to help teams develop processes, build relationships and manage conflict remotely.

One of Goodway Group’s recent remote-friendly initiatives was the launch of a survey through Culture Amp, our employee survey data platform. Each quarter, teams take a team health monitor survey to see trends over time and then work on specific improvement areas to ultimately become more effective.

Culture Amp helps our people experience team get the employee feedback they need to better identify and prioritize remote employees’ well-being, needs and areas of improvement and to create positive change within our organization. For instance, when a pulse survey uncovered feelings of burnout throughout the company, that’s what led Goodway to implement summer Fridays. Goodway relies on this data to sprint toward action plans for thoughtful improvements.

Encourage Lifelong Learning.

Learning new skills and expanding knowledge are lifelong marathons, and at Goodway, we’re always training to win. Aggressively pursuing growth and development ensures you have the expertise and the unmatched products, services and capabilities to remain out in front and way ahead.

Want more best practices, tips and ideas on how to manage and encourage remote employees? See how we built our own thriving remote workforce and corporate culture and discover remote work advice you may not have heard before from our president, Jay Friedman. Or reach out to us. With so many years of remote working under our belts, we would be happy to lend you our expert ear, share our perspective or give you advice you can use, no matter the remote work opportunities or challenges you currently face.

Paige Callaway is an internal communications specialist at Goodway Group. Communicating well is an art, and Paige knows precisely how to do it. Whether tasked with producing newsletters, articles, emails, videos and more, she has the writing chops, enthusiasm, presence and creativity to expertly craft informative and compelling corporate communications across a range of media specifically geared for the Goodway team that demand to be seen, read, watched and heard.

Happy Holidays From Our Family to Yours

‘Tis the season to reflect, spread cheer and recharge by spending time with family and friends and to celebrate the blessing of wonderful partners like you. Your partnership means so much to us, and we’re so grateful for your continued support.

May your fun-filled holiday celebrations end the year on a positive and peaceful note and make way for a fresh year filled with new opportunities, bright possibilities.

Wishing you much joy and many successes in the loveliest of seasons and throughout 2022. Happy holidays from our family to yours!

From All of Us at Goodway Group

A Glimpse at Goodway Group’s Ad Tech Stack

Businesswoman reviewing analytics

Getting the audience targeting, granular measurement and deep insights modern marketers need is becoming increasingly difficult as identity, privacy and regulation policies continue to present some of the biggest challenges facing agencies and brand marketers.

But Goodway Group’s award-winning ad tech stack overcomes these hurdles by leveraging technology to create scaled efficiency that empowers human talent: It’s complex technology custom built to deliver sophisticated targeting, efficient buying and advanced measurement for agencies and advertisers. Our combination of bespoke technology and top ad tech platforms offer a full ecosystem that delivers the best experience for internal users such as traders and analysts – and external clients alike.

Goodway’s Ad Tech Stack Meets Modern Marketers’ Needs

With a customer-first and ever-evolving approach, our technology team, including data, science and analytics (DSA), is creating a future-proof system for all the necessary elements required to run a successful digital agency, where strategy becomes execution across targeting, buying and measuring and beyond to deliver tangible results.


Audience Design

Audience design harnesses the power of first-, second- and third-party data to create custom targeting strategies to reach the right audience with the right message at the right time.

Our tech stack’s data sources develop bespoke audiences for clients to activate in their digital strategies including customer personas, propensity models, look-alike models, offline models, retargeting strategies and suppression models.

Our audience design solution continuously analyzes over 5 billion data points across 10k+ behavioral, demographic, psychographic and contextual audience segments to determine the optimal programmatic media strategy unique to our client.



RealValue is a pre- and post-bid algorithmic suite that applies optimizations before a client even spends $.01 and amplifies what’s working, eliminates what’s not.

The pre-bid suite includes algorithms that apply frequency capping, dimensional bidding, predictive modeling, fraud protection, impression evaluation and balanced delivery on every campaign.

The post-bid suite optimizes campaigns based on multiple dimensions, including ad size, browser, daypart, device, frequency, fold position, location, operating system, site and supply vendor. RealValue ensures more money is going to working media and marketers are getting the best ROI possible.


SmartGuard protects campaigns from costly quality assurance issues, combats fraud and ensures brand safety and also continually monitors campaigns with real-time alerts. It will quality check launch dates, creative assignments, pacing, pixels firing and performance.

In a two-month sample period, SmartGuard monitored billions of impressions, and 65% of detected errors were resolved rapidly after alerting, putting campaigns back on track more quickly than could be done without the system.



Insights empowers all our account teams to harness the power of data to craft compelling, impactful stories for our clients, leading to better insights that can optimize their business to drive real business outcomes. It democratizes log-level data, making it a seamless process to generate actionable insights at scale.

Insights make it possible for every employee at Goodway Group to leverage the power of SQL without needing to write complex code.


Campaign Engine

Campaign Engine centralizes multi-platform, cross-channel campaigns and automates repetitive tasks for the trading team. This generates significant efficiencies in campaign setup, reporting and invoicing, giving traders more time to focus on optimizations and actionable insights.

Campaign Engine works across multiple DSPs and paid search, social and programmatic, and its robust reporting dashboards – with drill-down and filtering capabilities – give clients fully transparent 24/7 real-time access to their own data. Furthermore, Goodway Group’s visual dashboards can scale to any client’s needs, especially important for multi-location businesses that inherently possess complexities between local and national campaigns. To care for this, Goodway’s tech team included aggregation capabilities so marketing managers at every tier can compare performance and see trends at every level. At the individual campaign level, metrics are available with data visualization for categories including overall impressions, overall eCPA activities, channel-level impressions, channel-level eCPA activities and channel-level budgets.

Goodway’s Ad Tech Stack Achieves Quantifiable KPIs

How Tacori Maximized Media Investment With RealValue

Luxury brand Tacori expressed interest in exploring novel approaches toward maximizing paid media investment. Simultaneously, our DSA team recently enhanced Goodway’s algorithmic suite, RealValue, which is focused on identifying the most efficient method to purchase the highest-value inventory for the right price and at the right time. They developed a new combinatorial inventory algorithm that evaluates impressions based on aggregated attributes indicating a user’s potential value.

Tacori partnered with us to set up a two-week test to determine if the new algorithm would successfully increase bids for the right auctions and generate a higher win rate for better-performing impressions. The post-test analysis showed we won more higher-performing impressions and that Tacori’s conversion rate increased by 2x and its cost per action decreased by 65%.

How Kodiak Cakes Broke Into the Snacking Category With Audience Design and Insights

Kodiak Cakes traditionally focused its product line within the breakfast category but wanted to break into the highly competitive snacking category. To do this, first it needed to drive consumer awareness for new products falling outside its typical breakfast line. The initial product line rollout was limited to targeted geographies through specified retailers to create demand and drive in-store and online sales.

Taking an audience-first approach, we leveraged our client’s purchased third-party data coupled with new personas we created from researched psychographic attributes that matched lifestyle to the new product lines. The ad targeting methodology struck a balance between more specific, and therefore expensive, third-party audience data and our broader persona-based audiences that provided reach to drive awareness at a lower cost. A multichannel ad strategy included display and video channels for optimal message delivery. Through our raw sales data analysis, we calculated cross-channel lift during the campaign’s active three-week promotional period. Snack products grew significantly with 43% increased sales both in-store and online. Additionally, we achieved an under budget eCPM and delivered a 92.7% video completion rate.

Goodway’s Ad Tech Stack Drives Award-Winning Innovation

Our custom ad tech stack has received some major industry accolades this year: We won our second consecutive award at the MarTech Breakthrough Awards, this time for Best Predictive Analytics Solution for BidRange, our custom-built advanced machine learning model. Then at the AdExchanger Awards, which recognizes the best of the best in programmatic and celebrates the future of digital media and advertising, we won Best Use of Technology by an Agency.

As with every leading agency today, we’re focused on the internal and external ramifications that will come as result of ad tech’s next biggest challenges: identity resolution, privacy regulation and compliance. By being tech-agnostic and taking a user-first approach, we avail ourselves to evaluate all alternatives that are being presented in today’s marketplace.

Our tech stack often interfaces or enhances other platforms. Through our strong partnerships and willingness to experiment, we provide best-in-class marketing solutions and execution, delivering real business outcomes for valued clients. Ready to put our ad tech stack, people and expertise to work for you? Contact us today to learn more.


How to Measure Incremental Lift

How much impact did your digital advertising campaign make? That’s what you want to know. But with the ad tech landscape growing more complicated by the day – walled gardens, media plans divided across measurement platforms, the coming third-party cookie deprecation and the rise in identity and privacy concerns – finding these answers can be elusive.

But it’s still possible. You may not be able to directly observe your digital advertising campaigns’ impact, but here at Goodway Group, we can tell what reactions are triggered using incremental lift.

Defining Incremental Lift

If you shut off your advertising campaign tomorrow, customers will still make purchases. But how much more would they have made had the campaign been live? This “more” is called incremental lift – what happens when all else is held constant and something changes in response to a stimulus. In other words, incrementality measurement lets you understand the true impact your marketing strategies have on a customer’s decision to purchase.

Understanding Incremental Lift Types

Each lift study type below seeks a baseline for comparison but from different angles:

Pre-/Post-Lift Study

This is the simplest lift study by far, yet it’s most likely to be skewed by seasonality and trends.

How It’s Done: Measure your audience or market response for two weeks. Then run your ad campaign for two weeks and measure the change in conversions.

Year-over-Year (YoY) Lift Study

This lift study type makes room for seasonality and requires less data-gathering than others. Yet, regionality and industries affected by climate changes could impact results.

How it’s Done: Run a campaign and compare it to the previous year’s campaign results.

Control vs. Exposed Lift Study

This lift study is the gold standard in public health because it requires a random selection of the target audience to receive an ad, while another random selection of the same target audience doesn’t.

How It’s Done: Identify two user ID pools of the same data-backed qualifications: One ID pool should receive a campaign ad, while the other should receive an unrelated public service announcement (PSA) ad.

Choosing the Right Lift Study

Determine Your Ultimate Goal.

What is it you want to do? Increase awareness? Foot traffic? Sales? Trial rates? The goal you choose will guide all your measurement decisions, so be sure your advertising efforts match your goal.  

Identify Available and Measurable Proxies.

What were the transaction amounts? Number of downloads? Certain correlated on-site activities? (Don’t count clicks, though. Online engagement and conversions don’t correlate with clicks.)

Executing a Lift Study

Understanding incremental lift requires a strict scientific method approach to determine direct cause and effect. Use the scientific method to ensure accuracy and replicability: Observe, hypothesize, test, implement, repeat.

  1. Observe a desired outcome.
  2. Hypothesize the impact a stimulus will make.
  3. Test two randomly selected samples, both with and in the absence of the stimulus and then confirm or deny the hypothesis.
  4. Implement the results into strategic, budgetary or optimization decisions.
  5. Repeat since the quest for better results never ends.

Tap into ad tech’s vast data ocean and start analyzing now. When your data collection, organization and maintenance are comprehensive enough, you can use statistical modeling to help you find the correlation strength across cause-and-effect relationships (how much impact each variable has on the outcome), which can help you make solid data-driven decisions about your future campaigns.

Ongoing test-and-learn lift studies across advertising audiences, channels, geographies and tactics and so on will continue to reveal incrementality. Take these results, for example.

Growing a Retailer’s Presence and Driving Online Sales

When a leading mattress retailer wanted to grow its presence to attract new high-value customers, we used a suite of cross-channel measurement solutions to examine the entire customer journey from upper-funnel media exposure to on-site purchase. Our client was then able to track the incremental performance lift that programmatic video and connected TV added to display advertising performance beyond last-touch attribution. When CTV or programmatic video preceded display advertising in the consumer journey, we observed a 7x lift in revenue per exposed user.

This retailer also wanted to determine the effectiveness of advertising efforts on driving online sales. We developed a rigorous measurement solution, a ghost bidding methodology, that seamlessly created exposed vs. control groups without wasting budget on PSA ads, which allowed us to directly correlate digital media spend to the customer purchase decision. We found a 12.1% lift in display advertising, a 17.4% lift in native advertising – totaling more than a 29% lift in combined channels.

Accelerating a Client’s Customer Acquisition

Another client of ours, a baby nutritional product line, wanted to make informed decisions about its media mix and budget allocation. Using Amazon Marketing Cloud, we found the purchase rate was 3x higher when customers were exposed to both display and Sponsored Product ads than Sponsored Product ads alone and 13x higher when customers were exposed to both prospecting and remarketing ads than remarketing alone.

Embracing the Science of Marketing

“The days of intuition-driven marketing are coming to an end,” our president Jay Friedman told Advertising Week. “Marketing is becoming a science, and most of the world still resists acknowledging this transition.” While the world is resisting, take the opportunity to embrace this transition – to break away and lead the industry.

Reach out to us to learn more about our novel incremental lift approach and measurement solutions. We can help you implement a lift study on your next campaign so you can clearly see the impact you’re making and confidently share the results with your C-suite.

As director of data strategy and business planning at Goodway Group, Nick guides internal teams and clients to find meaning in data, and he uses math to help make clients heroes. Leveraging years of industry analytics experience from Digitas and Millward Brown Digital, Nick structures knowledge development to ensure all client campaigns succeed.

4 Amazon Advertising Tips for Ecommerce Marketers

woman walking and online shopping

Ecommerce marketers often face the challenge of choosing between focusing on lower-funnel channels to acquire in-market consumers or spreading awareness to create new prospects and drive interest. With Amazon Advertising, now you can skip the tough decision and do both!

Through our Amazon partnership and our award-winning holistic advertising strategy, ecommerce brands can access the platform’s entire ecosystem to seamlessly promote their message as customers discover, research and purchase online. Not sure where to start?

Read these top four tips to harness the power of Amazon Advertising below or download our current Ecommerce Advertising Playbook to get even more digital advertising insights.

1. Get found with Amazon’s paid search ads.

Amazon knows what shoppers are in the market for. Take advantage to get in front of customers when they are searching for products like yours on Amazon and drive the results that matter most to your business. Amazon’s paid search ads (including sponsored brand ads, sponsored product ads and sponsored display ads) are triggered by shoppers specifically searching for your product or similar ones.

Remember, seven out of ten Amazon customers never click past the first page of search results, and the top three items displayed in the search results account for nearly two-thirds of all clicks according to Search Engine Journal. So promoting your products through Amazon Advertising’s search ads is vital to generating conversions. That’s why we recommend ecommerce advertisers use Amazon’s paid search ads as part of their ever-green plan and ramp up with additional budget during peak holiday seasons to drive sales among the highest-intent users. Increase product visibility with ads directly in shoppers’ search results, and you’ll be on your way to driving more lower-funnel activity.

Why partner with Goodway for your paid search campaign?

With Goodway’s full-service solutions, our experts deliver ongoing innovation and performance at every step of your paid search campaign, from planning to optimizing to reporting. Plus, our Amazon partnership means you get exclusive access to new betas, advanced tools, training programs and more. Don’t just take our word for it: See how we helped our client achieve a Silver Global Search Award for Best Local Campaign Pay Per Click (PPC) at the 2020 inaugural Global Search Awards.

2. Power your programmatic campaigns on and off Amazon’s site with Amazon’s DSP.

Due to the pandemic and the desire to stay together while apart, U.S. consumers now own 25 connected devices per household according to a recent Deloitte study, a number that’s more than doubled since only 2019. Since your customers don’t browse, research and buy in a silo, why would you spend your ad dollars that way? Using Amazon’s demand-side platform (DSP), we can buy all your digital inventory including desktop display, mobile, video and over-the-top (OTT) ads programmatically at scale for seamless cross-device coverage on and off Amazon’s site. And you don’t need to sell products on Amazon to use its DSP.

How can Goodway help you get more out of your programmatic campaign?

Our experts can help you take advantage of Amazon’s data across hundreds of retail categories to reach your customers wherever they are shopping. Plus, our partners get best-in-class human intelligence and leading machine learning tech layered on top of the DSP’s algorithms for enhanced performance.

3. Add Amazon’s data-driven audience targeting to your cart.

For most people, online shopping equals Amazon. It’s the world’s largest online retailer with consumers ordering items from Amazon 6.5 times per month on average – more than any other online marketplace – according to Wunderman Thompson research, meaning its millions of shoppers leave behind a valuable trail of information about themselves, creating a treasure trove of data that can enhance targeting precision. So you can leverage a unique combination of your own first-party data and Amazon’s exclusive audience segments to enhance targeting precision based on what users have searched for, viewed, subscribed to or purchased.

Why should you use a partner like Goodway to help you build a smarter data strategy?

Often when brands try to leverage Amazon’s data in-house, they layer on too many niche targeting parameters and end up limiting the campaign’s reach. Our experts know how to create audience segments that not only expand your customer pool but are also precisely targeted. Let us handle your data onboarding, matching and segmentation to expertly craft custom audiences for your brand.

4. Prove your advertising impact with Amazon’s advanced reporting and insights.

Maximize cross-channel measurement and audience insights with all your reporting in one place! Amazon’s sophisticated measurement solutions help you gauge ad performance to know what’s driving results in your campaigns and optimize toward the most effective channels.

Because everything on Amazon is interconnected, marketers can capitalize on this reporting to build a custom holistic approach that leverages the best-performing ad tools. With Amazon, you can experiment with a variety of tactics and optimize toward those that yield the highest return for your brand, but always remember to remain fluid enough that you can quickly adjust if consumer behaviors shift.

How can the right reporting insights impact your bottom line?

Working with Goodway also means your dedicated team constantly analyzes audience overlap and attribution reports to better understand your customers, optimizes your campaigns to where and how they prefer to shop, and identifies new audience pockets for incremental sales lift. You get best-in-class human intelligence and machine learning tech at every step of your campaign, from planning to optimizing to award-winning dashboard reporting.

With today’s shoppers relying on Amazon for groceries, household essentials, apparel and so much more, it’s crucial you ensure consumers in the discovery and consideration phases can find your products wherever they do their research.

Reach out to us to learn more about how you can get started with Amazon Advertising today or talk to us about how we recently ran an Amazon advertising campaign that helped this emerging nutritional product brand quickly gain more customers.

Get New Insights With Amazon Marketing Cloud

business team discussing insights

Our clients ask us one question all the time: What media mix will drive the most marketing impact? Now you can find that perfect media mix across Amazon’s media channels with the brand-new Amazon Marketing Cloud.

What Is Amazon Marketing Cloud?

This data clean room built within Amazon Web Services lets you upload your own data with no identifying info. It’s privacy safe because Amazon can’t export or access your data sets; they stay your own. And you can only link your data to Amazon’s anonymous and aggregated data to discover impressions, clicks and conversions.

What Does Amazon Marketing Cloud Offer?

Amazon explains Amazon Marketing Cloud “lets you uncover new marketing insights to maximize your campaign performance.” Find out how effective your marketing campaign is, discover the right media combination (what individual channels work best – and together – to accomplish your business goals) and identify your most engaged audiences, the ones most likely to buy.

What Are Amazon Marketing Cloud’s Benefits?

When you use Amazon Marketing Cloud, this valuable new tool helps you:

Understand Your Audience.

Learn about users who make purchases on and directly reach users exposed to your Amazon campaigns. See the path your consumers take from brand awareness to consideration to purchase by analyzing display, video, audio and search and the different types of audience interactions.

Get Robust Reporting.

Amazon Marketing Cloud lets you do more creative and innovative analytics that just weren’t possible in the past. Dive into event-level data sets, build queries, run custom analyses and explore trends and patterns to get a full and holistic view of cross-media performance.

Analyze Your Campaigns.

Get incredible detail about your marketing and measure the full scope of your efforts throughout the marketing funnel both on Amazon, and off. Examine your audience, campaign reach, frequency and attribution, plus campaign performance by media channel, audience segment, device, geographies and more. Understand the value of different media channels and how they can work together for the greatest impact to improve your campaign performance and drive business growth.

What Results Can You Achieve With Amazon Marketing Cloud?

Our client SpoonfulONE aims to prevent food allergies by offering a line of nutritional products geared to making food allergen introduction safe and easy for parents and babies. The company sells its products directly on Amazon and runs a significant amount of media in Amazon advertising.

Hungry for insights on what channels and tactics are driving sales, our SpoonfulONE clients wanted to see what they could accomplish with Amazon Marketing Cloud. That’s where we came in – to help them find the right media mix across Amazon’s media channels to drive more traffic and more sales.

Curious about what we uncovered? Watch and learn how we achieved stellar results.

Or read on to discover our significant and actionable findings:

Audiences who engaged with SpoonfulONE’s Sponsored Product ads and display ads were nearly three times more likely to make a purchase than those exposed to Sponsored Product ads alone.

AMC case study bar chart

Though the audience exposed to both Sponsored Product ads and display ads was only 4% of the total unique reach, it’s important to note over half the total purchases were made by this group.

AMC case study pie charts

Users who were exposed to both prospecting and retargeting tactics were also 13 times more likely to make a purchase than retargeting alone.

“While sales are the end game, we know awareness is really important for an emerging brand like SpoonfulONE,” says our Steven Urgo, data insights analyst. “Thanks to Amazon Marketing Cloud, we were able to generate unique insights for SpoonfulONE. We quantified the value-add of brand-building campaigns, demonstrated the contribution of different media channels and from there provided media planning recommendations.”

These unique insights turned out to be a boon. SpoonfulONE’s VP head of marketing Zoe Glade said, “Based on those insights, we shifted our strategy to include more upper-funnel tactics, and, in turn, expanded our reach and conversions among very qualified audiences. We’ve seen incredible results like better conversion rates and increased ROI.”

At Goodway Group, we pride ourselves on always being out ahead of the curve, always at the forefront of what’s coming next in digital advertising and evaluating new trends and testing new services and tools well before they hit the mainstream. If you’re curious about what marketing possibilities Amazon Marketing Cloud can unlock for you, contact us today for a complimentary assessment or to get started now. We can help you create an effective holistic marketing strategy to quickly find new prospects and drive more traffic and sales on Amazon.

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Megan Crump is a senior director of client services at Goodway Group. Her deepest expertise is helping clients drive and measure leads and sales through all digital media channels. With 20 years of agency experience working with clients across industries, budget sizes and marketing objectives, she feels her day isn’t complete unless she’s exceeded client expectations with exceptional service or quantifiable campaign results.