Today in Digital Marketing - 137: WARNING: Episode Contains High Levels of Cringe

Episode Date: April 23, 2020

The pandemic is going to change your brand messaging for longer than you think A BIG change coming to Google Ads Will TikTok’s video upload ability kill the platform? And a reminder: The Internet never forgets. Can you help spread the word? Review this podcast at https://ratethispodcast.com/today Or click https://ctt.ac/o713H to preview a tweet you can publish Today in Digital Marketing is produced by engageQ digital. Can we help you with YOUR brand’s digital marketing and social media? Let’s chat. http://www.engageQ.com TOD’S SOCIAL MEDIA: Tod’s web site: http://TodMaffin.com Tod’s agency: http://engageQ.com LinkedIn: http://linkedin.com/in/todmaffin Twitter: http://twitter.com/todmaffin Instagram: http://instagram.com/todmaffin Facebook: http://facebook.com/tmaffin TikTok: https://www.tiktok.com/@todmaffin Mixer: https://mixer.com/HappyRadioGuy SOURCES: https://www.marketingdive.com/news/coronavirus-reshapes-consumer-habits-creating-4-new-segments-report-finds/576633/ https://www.blog.google/products/ads/advertiser-identity-verification-for-transparency/ https://www.socialmediatoday.com/news/youtube-announces-new-celebrity-fronted-originals-to-maximize-lockdown-vie/576589/ --- Send in a voice message: https://anchor.fm/todayindigital/messageOur Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy

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starting at $19 per month at zensurance.com. Be protected. Be Zen. It is Thursday, April 23rd, 2020. Be protected. Be Zen. The pandemic is going to change your brand messaging for longer than you think. A big change coming to Google Ads. Will TikTok's video uploadability kill the platform? And a reminder, the internet never forgets. Here's what you missed today in digital marketing. Well, once quarantine restrictions are lifted in the geographic markets that you serve,

be very careful about jumping back in with business as usual content. That's one of the findings from a new Future Consumer Index published by Ernst & Young. 42% of the nearly 5,000 consumers they polled said the pandemic will fundamentally alter how they shop. About a third said they would pay more for local products. A quarter said that they would pay more for trusted brands, and 23% would pay more for ethical brands. You know, while that's good news if you're, you know, trusted and ethical, there are some danger zones. Despite various government officials' enthusiasm for reopening local economies quickly, the study found less than a third of consumers will emerge from the crisis with a get-back-to-normal mindset. Fewer than 10% would have a back-with-a-bang mentality. Walker Smith from Kantar Consulting said this during an Advertising Research Foundation meeting last week.

Quote, if you want a job for your advertising, reassure consumers about the future. Give them some sense of confidence that the future is something they should invest in. A big change coming to Google Ads. Brand verification will become mandatory for all advertisers. Some background. Back in 2018, Google started requiring all advertisers that wanted to run election ads on their platforms to go through a verification program to confirm their identity, very similar to what Facebook implemented a while back. Google would then display that identity in the ad. Since introducing the program,

they have verified political advertisers in 30 countries, but now they are extending identity verification to all advertisers. Quoting Google's blog post this morning about this, advertisers will be required to complete a verification program in order to buy ads on our network. Advertisers will need to submit personal information, business incorporation documents, or other information that proves who they are and the country in which they operate.

Beginning this summer, users will start to see disclosures that list this information about the advertiser behind the ads they see. We will start verifying advertisers in phases in the U.S. and continue to expand globally. Because we are working closely with our advertising partners to scale the program while continuing to ensure we are surfacing helpful information to our users, we expect that this process will take a few years to complete. In my excitement yesterday about reporting on TikTok analytics coming to desktop, apparently I buried the lead. Not only do they have analytics on desktop,

it turns out they've also added the ability to upload videos via the website, which is something I could have sworn that we had before, but maybe I'm crazy. And while this sounds like a good idea, certainly for brand managers and digital marketers, being able to work on desktop is helpful, but I do worry that being able to upload produced videos might take some of the DIY nature of phone videos away. To be clear, you've always been able to upload a video from your phone,

but I do hope we don't all just end up uploading videos that we're just cross posting from Instagram and Facebook. Honestly, that could be quite damaging to your TikTok brand presence. And I'm just going to say this again. What we want are these things in APIs. Please let us upload things from the third party platforms that we already use. Okay, sermon over. Finally, file this one under the Internet Never Forgets. My wife was online yesterday looking for a research paper she did years back at her old university.

That university, the University of British Columbia, is the same campus where, when I was 15 years old, I used to hang out at the radio station, CITR. And, well, let's just say they've got a hell of an archives department there. Good morning, I'm Todd Maffin. Today we'll be talking with Brad Philly, who is the spokesperson for Expo 86. Good morning, Brad. Hi, Todd, good to be here.

First of all, we'll just start out with the main basics. Stop, stop, stop, stop. That is as far as I got listening to it. It was just too cringy to keep going. Well, follow me on social media. Links to all my channels are in this episode's description. I am a much older Todd Maffin. I'll talk to you tomorrow. 750 stores on electronics, holiday travel, home decor, and more. It's super easy. And before you

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