小红书邀你用新的方式看中国

国庆假期到来之际，小红书联合中国国家地理发布宣传片《用新的方式看中国》，记录了年轻人们游玩打卡的新姿势。

四、趋势洞察

Designit：71%的营销高管表示，将投入更多预算用于改善客户体验

随着营销人员越来越重视留住客户，71%的营销高管表示他们的企业今年将投入更多预算用于改善客户体验。

为了提高业务绩效，Designit调查的1000多名来自年收入至少为1亿美元的公司的营销和客户体验（CX）高管，他们试图打破内部孤立（74%），成功改变产品或服务（73%）并简化流程和协议（72%）。

64%的受访者还试图通过调整消息传递方式，使其更加真实、富有同情心或透明，从而提高业务绩效。受访者认为这些特征对品牌成功也至关重要。39%的受访者认为透明度至关重要，其次是真实性（23%）和同理心（17%）。

为了保持领先地位，76%的高管也在优先考虑改善CX。在他们看来，用户体验是CX最重要的元素之一，85%的受访者同意这一点。

根据那些对品牌成功至关重要的特征，高管们将客户对品牌的感知（75%）和与品牌的联系（73%）列为CX的首要要素。

Pew：调查发现约半数美国人通过社交媒体获取新闻

据外媒TechCrunch报道，皮尤研究公司的一份新报告发现，大约三分之一的美国成年人继续定期从Facebook上获取新闻，不过具体比例已经从2020年的36%下滑到2021年的31%。皮尤的研究发现，这一下降反映了说他们从任何社交媒体平台获取新闻的美国人的数量总体上略有下降–这一比例也同比下降了5个百分点，从2020年的53%下降到略低于48%。

五、海外营销

TikTok 每月活跃用户达到 10 亿

Big ups to TikTok, which claims in a blog post to have one billion monthly active users around the world. For comparison, Snapchat passed half a billion monthly users in May, while Pinterest and Twitter reported 454 million and 330 million MAUs, respectively, last quarter. A grain of salt: TikTok is not a public company, and the Chinese parent company ByteDance is inscrutable to review. But even if the numbers are fuzzy, TikTok will be the first non-Google, non-Facebook app to reach one billion users and achieve mainstream adoption. Google’s YouTube, Search, Maps, Gmail and Photos have cleared the bar, and an honorary mention to the billions-strong Android user base. Facebook is near three billion global MAUs, and its apps Instagram, Facebook Messenger and WhatsApp are above one billion. The Chinese social network WeChat has more than a billion users, but hasn’t accomplished what TikTok has, and that’s to break out of the Chinese market and achieve high adoption in the US and Western markets.  

为什么有些广告商可能不愿意加入 Google 的建模测量系统

As signals that show how people interact in Apple environments and other browsers disappear, Google is steering advertisers away from measuring ad performance based on what people clicked on last. But the company could have an uphill battle when it comes to convincing some advertisers that its shift to an approach using analytical models to gauge ad results is better.

And, for all the company’s hoopla over privacy-protective measurement, Google can be expected to continue coaxing advertisers to prise open their customer data vaults even wider to make its new methods work well, something some digital ad execs said is a step backward for privacy.

It’s a really difficult thing to explain to your board of directors that there’s a new way they’ll have to measure their business.

Andrew Richardson, Tinuiti Google said Monday that it will switch its default measurement method for its search, shopping, display and YouTube ads starting in October from last-click attribution to a technique that estimates what led someone to convert based on information it does not observe directly. Conversions might include making a purchase or signing up for a subscription, for example.

Facebook向代理机构保证品牌安全数据是可靠的

Facebook is giving the ad world new assurances about the integrity of the platform and how it moderates potentially controversial content, following weeks of scrutiny that increased pressure on the social network to levels not seen since an advertiser boycott last year.