Jenkintown, PA (PressExposure) May 31, 2006 -- Goodway Group Creates Goodway 2.0 to Lead the Precision Marketing Revolution
Creating an advertising plan 30 years ago was relatively simple. Advertisers chose between TV, radio or the newspaper to communicate about a product or service. Those days have long passed and today, companies are looking for proven methods to reach target audiences. The Goodway Group, a 77-year old agency and printing company, has created Goodway 2.0 to guide companies through the 21st century marketing maze.
Jay Friedman, president of Goodway 2.0, sees the future of advertising and marketing as "precision marketing," sometimes referred to as "emerging" or "alternative" marketing.
"Companies are under a lot of pressure for innovative, integrated campaigns with narrow targets and measurable results," Friedman says. "They realize they need to supplement traditional media buys with a fresh, innovative approach."
Goodway 2.0 is leading the precision marketing revolution by servicing large agencies and their clients to leverage and integrate mobile messaging, grass-roots marketing, targeted online efforts and buzz-inducing events and stunts, in combination with existing print-based direct marketing tools.
Consumers now frequently tune out traditional mass media channels and seek information from podcasts, RSS (Really Simple Syndication), news feeds, blogs and digitally recorded TV. Media consumption trends are changing faster than the large agencies and clients can adapt. The statistics certainly support the trend. A recent study by Accenture, a global management consulting, technology services and outsourcing company, shows that DVRs are only in eight percent of homes, but are projected to reach 40 percent by 2009. The Newspaper Association of America reports that circulation declined an average of one percent annually from 1989 through the end of 2005. The Audit Bureau of Circulation's most recent figures show a 2.5 percent decline in the last six months alone. Radio fares no better. USA Today notes that 42 million Ipod music players have been sold since 2001, with the majority being sold in 2005.
Advertising agencies must demonstrate to clients they understand the changing trends and are adapting media plans accordingly. To be nimble and stay current, the ad agencies are outsourcing these efforts to Goodway 2.0.
"The outsourcing trend is not new, but the business continues to grow steadily," said David Wolk, president of the Goodway Group. "Our integrated retail campaigns include direct mail, newspaper inserts and polybags, sweepstakes, microsites, promotional products, and now our Goodway 2.0 offerings. Generally, it is not profitable for large agencies and advertisers to staff each of these areas of expertise in house."
Goodway 2.0 (www.goodway20.com) was founded in 2006 by Jay Friedman and David Wolk of Goodway Group (www.goodwaygroup.com) - a third generation family-owned and operated agency and printing company, founded by Milton J. Wolk in 1929.
Goodway Group provides integrated retail marketing solutions on behalf of their clients in the automotive, cable and satellite, fast food, high tech and financial industries.