Google's Guesses: The "Modeled Data" You Probably Want

Today In Digital Marketingis a daily podcast and daily newsletter showcasing the latest in marketing trends and updates. This week, Tod touches on:

• Does Inflation Belong in Marketing?
• TikTok: No License? No Song.
• Your Next Media Buy: Grogu?
• Google: Behavioural Modeling in Realtime Reporting

Below is the transcription from this week’s topics

Does Inflation Belong in Marketing?

As inflation runs hot, some brands have taken it upon themselves to address consumers’ economic woes in their marketing. And now with the holidays just two weeks away, even more brands are incorporating language about tightened budgets into their campaigns.

But when it comes to marketing around inflation, should brands be addressing it — especially when so many people are struggling and companies are making record profits? Marketing Brew has a great piece up today looking at how brand messaging about high prices can resonate with consumers.

Focus on the Solution

According to the associate director at marketing agency Mintel Consulting, brands looking to address inflation are likely better off positioning themselves as a solution, instead of the problem.

Quoting the director:

If you’re not a brand that's going to be able to radically change consumers’ day-to-day financial situation, it's probably not best that you try to be.

She warned, however, that when a brand gets involved in the inflation conversation, it opens itself up to comments from others and potential criticism.

Inflation VS. Santa

When it comes to marketing around the holidays, she said a good strategy for many brands in today’s economic circumstances is to center on emotion.

Some brands may look to slash prices this season to accommodate price hikes. Nielsen's VP of media and advertiser analytics, however, told Marketing Brew that offering such price cuts isn't a good strategy long-term, noting that promotions are less effective than advertising and media placements.

Looking ahead, Mintel's associate director said it’s smart for brands to consider value and how to communicate through more authentic channels to help consumers justify purchases, including:

• Customer testimonials
• Micro-influencers

Many people are struggling with inflation. Should brands address it in ads?

TikTok: No License? No Song.

Here's your reminder that just because Lizzo's new song is available doesn't mean you can use it.

A growing number of copyright lawsuits are being filed against brands that don't obtain licenses to use music in TikTok videos and other social media posts.

Bloomberg recently reported that energy drink company Bang was hit with copyright infringement lawsuits from three major U.S. record labels — a federal judge sided with the labels in two of the cases.

That’s just one example. The report also noted that Iconic London, a UK-based makeup company, was recently sued for copyright infringement for their TikTok and Instagram posts.

Complicated Licensing

With more music lawsuits being filed against brands, it's important you read the fine print. Most users have access to an extensive audio library. But, brands and creators who promote products need a separate license to use the trendiest music, which is a complicated process.

A single song has many rightsholders — you'd need a license from all of them to use the song in your brand's TikTok or Instagram video.

It's also worth mentioning that ​Business Accounts cannot duet, react, or stitch user videos that use sounds from the general music library.

Without that license, all you can use is audio from TikTok's Commercial Music Library in your promotions.

Image: TikTok

Music Labels are Ramping Up Enforcement Unlicensed Music in Brand Social Media Posts

Your Next Media Buy: Grogu?

Your next ad campaign could run alongside Baby Yoda.

Disney launched its ad-supported tier on Disney+ yesterday. More than 100 brands have agreed to advertise on the streaming platform, including:

• P&G
• Target
• Starbucks

Starting at $7.99 per month, its “Basic with ads" option will show roughly four minutes of ads per hour and content aimed specifically at children will not show ads.

Unlike Netflix's recently released ad-supported tier, Disney+ won't limit its catalogue if you opt for an ad plan. The tier also includes:

• Ability to create up to 7 profiles
• High-quality video formats
• Streaming on up to 4 devices

The new plan is currently only available in the U.S.

Images: Disney

Disney+ launches ad-supported tier with 100+ advertisers

Google: Behavioural Modeling in Realtime Reporting

Yesterday, Google announced that it's starting to roll out behavioural modelling in realtime reporting in GA4.

Quoting the company:

Realtime behavioral modeling extends the benefits of modeled data already available in other reports. When website visitors or app users decline analytics cookies or equivalent app identifiers your reports are missing data about them.
Behavioral modeling fills in the data gaps by modeling the behavior of users who decline analytics cookies based on the behavior of similar users who accept analytics cookies.

What's new

Credit to Tod Maffin and the Today In Digital Marketing podcast, Produced by engageQ.com