Morketing·营销人早报7.08:B站正式上线营销官网;恒安集团与阿里云战略合作, 开辟快消行业数字营销新链路
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Morketing·营销人早报7.08:B站正式上线营销官网;恒安集团与阿里云战略合作, 开辟快消行业数字营销新链路

Sylvia Ma · 2020-07-08 07:56

【摘要】每日营销资讯


「Morketing·营销人早报」由Morketing Group出品,专门为营销人提供的每日早报,每日早8点整更新,围绕全球移动互联网、数字营销、广告主动态、互联网流量平台、服务机构、精彩案例,及全球营销趋势观察等展开,每天精选15-20条相关新闻,其中还包含5条海外新闻。


Morketing,提升营销人的全球连接效率。营销人的一天,从读「Morketing·营销人早报」开始。


一、品牌


马斯克:特斯拉牌龙舌兰Teslaquilla即将推出


马斯克:龙舌兰市场,我们来了!


特斯拉CEO马斯克透露,特斯拉牌龙舌兰Teslaquilla即将推出。Teslaquilla由Tesla和tequilla(即龙舌兰酒)两个单词组合而成。有消息称马斯克已申请特斯拉牌龙舌兰商标Teslaquilla。


“欧莱雅, 为明天” 2030可持续发展宏伟目标全球发布,“美好星球,明天见” 欧莱雅中国年度绿色消费倡导计划启动


上海,2020年7月3日——继集团在6月25日在法国巴黎宣布了集团全新的可持续发展项目“欧莱雅,为明天”和一系列面向2030年的宏伟目标,欧莱雅中国今天在上海向中国市场陈述了这一全球项目的细节,并揭晓了为支持“欧莱雅,为明天”,中国市场组织的一系列活动。“欧莱雅,为明天”全新可持续发展项目制定了一系列面向2030年的宏伟目标,致力于以对内加速变革,对外赋能生态圈的“双引擎”模式,在构建更可持续的商业模式的基础上,与商业生态伙伴一起共同应对迫切的社会和生态挑战,推动美好消费变革,守护美好星球的明天。


麦当劳中国启动“夏日追光计划”


7月6日起,麦当劳正式启动“夏日追光计划”,将连续28天,在中国内地28个地方寻找日出,并在Bilibili实时直播一小时;直播期间,麦当劳还将发放两万张早餐优惠券。麦当劳表示,希望通过这一计划,与全国粉丝共享日出的壮美景色和生活的满满元气。


二、互联网平台


B站正式上线营销官网


7月6日,哔哩哔哩商业广告公众号宣布,B站营销官网正式上线。网站内提供品牌、效果和内容营销产品;同时列举了B站成功的营销案例,供用户参考;用户在官网内填写公司及个人信息,即可预约营销顾问进行咨询。


字节跳动张楠:抖音在香港用户众多 将继续为其提供服务


TikTok发言人在回应路透社有关其对市场承诺的问题时说:“鉴于最近发生的事件,我们已决定停止在香港运营TikTok应用程序。”字节跳动中国CEO张楠表示:抖音在香港有很多用户,将继续为香港用户提供服务。


斗鱼入股九途文化,以股权方式绑定主播


7月7日消息,工商登记信息显示,成都九途文化传媒有限公司(下称:九途文化)发生工商变更,股东新增武汉斗鱼鱼乐网络科技有限公司(下称:斗鱼鱼乐),公司注册资本也从500万元增至约526万元。据了解,九途文化是斗鱼平台上的一家直播公会,旗下最知名的主播为“彡彡九户外”组合,组合中的成员付海龙是九途文化的最大股东。


恒安集团与阿里云战略合作, 开辟快消行业数字营销新链路


恒安集团与阿里云达成战略合作,双方将基于阿里云的数字技术,并整合阿里巴巴集团在新零售、营销,支付、供应链等方面的优势,打造数据中台,开辟快消品行业在数字时代的营销新链路。


酷我畅听上线“沉浸式弹幕”功能


酷我畅听7月7日推出新的交互功能——“沉浸式弹幕”。酷我音乐副总裁肖轶曾在4月29日的发布会上透露,酷我畅听将探索音频可视化,为用户提供沉浸式弹幕。


Needham:谷歌美国搜索收入下滑超预期,亚马逊疫情之下逆势崛起


投资银行Needham分析师预计,由于谷歌在美国的搜索收入下滑,该公司第二季度营收将同比下降7%,较此前预期的下降5%进一步下调。Needham分析师表示他们的消息来源显示“(谷歌)国际广告收入的降幅甚至超过了美国”。谷歌广告疲软的原因是“旅游、汽车、娱乐、媒体和零售广告(包括搜索和视频广告在内)都迎来大幅下滑”。“


三、服务机构


蓝色光标:预计上半年净利3.2亿至3.6亿元,同比下降23%至32%


蓝色光标发布公告表示,预计上半年净利润为3.2亿至3.6亿元,同比下降23.04%至31.59%。报告期内,归属于上市公司股东的净利润减少,主要原因为上年同期公司投资的拉卡拉支付股份有限公司成功上市,公司确认的公允价值变动损益增加2.60亿元。


快点完成近亿美元C轮融资


年轻人互动文娱平台快点宣布完成由红杉资本中国基金领投,GGV纪源资本、晨兴资本等老股东集体超额跟投的近亿美金C轮系列融资。本轮融资将用于平台内容生态建设、IP打造、产品功能优化、团队建设,弈秋资本担任长期独家财务顾问。


数据运营商Equinix将在全球17个市场拓展阿里云的客户接入


全球数据运营商Equinix将在17个市场拓展阿里云的客户接入,包括迪拜、伦敦、新加坡等。(路透)


“智令互动”完成千万级Pre-A轮融资


互动视频服务商“智令互动”已完成千万级Pre-A轮融资,由诚美创投投资。另据公司创始人姜磊介绍,智令互动现已开放A轮融资,将主要用于产品技术的迭代和市场拓展。智令互动(深圳)科技有限公司成立于2018年,主要为内容行业提供互动视频的技术和内容服务。


四、案例


滴滴顺风车×黑猫警长



五、趋势观察


微播易:2020直播电商发展趋势报告


JOTW:2020年传播、公共关系和公共事务调查报告


一半的受访者表示,衡量影响力和展示投资回报率(ROI)是当前传播面临的五大挑战之一。测量问题的一部分是缺乏活跃性:一半的受访者(51%)不经常或根本不测量沟通或公关努力的结果。

与此同时,超过一半的受访者对公关归因或媒体归因的概念只有一定程度的了解(34%)或略有了解(20%)。这可能意味着传播专业人士忽略了可行的测量方法。在最受欢迎的有效性指标中,网络流量/分析(71%)和展现量(63%)位居榜首。

近2/3的受访者(64%)同意独家新闻在媒体关系中的重要性。预计,在未来12个月内几种工具和策略的重要性将会增加,包括数据和分析(76%)、讲故事(74%)、内容营销/博客/品牌新闻(74%)、商业社会责任(76%)和思想领导力(76%)。


六、海外营销


Facebook与媒体评级委员会进行的品牌安全审核将如何运作

Amid increased pressure from advertisers and campaign groups to quell the volume of hate speech on its platform, Facebook last week committed to undergo an audit by the Media Rating Council to assess its brand safety controls and its partner and content monetization policies.

In a blog post last week, Facebook said this update — plus earlier announced changes, such as its intention to label “newsworthy content” it would otherwise take down for violating its policies — were a “direct result of feedback from the civil rights community collected through our civil rights audit.” Facebook has said both publicly and privately that it does “not make policy changes tied to revenue pressure.”


Gartner:CMO在面临疫情相关的预算削减后,品牌战略的权重变得更高

Chief marketing officers for the first time are prioritizing brand strategy ahead of analytics, personalization and marketing technology as the coronavirus pandemic leads to budget cutbacks, per an announcement that consulting firm Gartner Group shared with Marketing Dive. Thirty-three percent of CMOs rank brand strategy as one of their top three priorities, up from "near the bottom of the list in 2019."

The survey found that pre-pandemic marketing budgets were flat coming into 2020, making up 11% of company revenue. Almost half (44%) of CMOs have seen midyear budget cuts because of the health crisis, with 11% facing decreases of more than 15%, per Gartner.


Twitter如何将权力平衡,从公司转移到员工

Last week, the worlds of technology and journalism were transfixed by a conflict that played out across across Instagram, Twitter, and the upstart audio-only social network Clubhouse. One reason it generated so much attention — you can read thorough accounts from varying perspectives at Vice, on Quora, or this venture capitalist’s Substack — is that you can approach the drama from so many angles. But despite the best efforts of everyone here, I still think the most clarifying way to understand the story of Steph Korey, Taylor Lorenz, Balaji Srinivasan, venture capital, and Clubhouse has mostly gone unspoken. And those who fail to see it, I think, could be in for a rude awakening of their own.


有人在看Quibi吗? 该流媒体平台筹集了17.5亿美元,并吸引了许多头部创作者,但它并没有吸引用户

Quibi, the brainchild of Jeffrey Katzenberg, the former Disney studio head and DreamWorks co-founder, had promised to reinvent television by streaming high-quality content in ten-minute-or-less chunks to “the TV in your pocket.” (Quibi, which rhymes with Libby, is short for “quick bites.”) Katzenberg believed enough mobile-phone users would want to spend their spare minutes of downtime — while waiting in line for coffee, riding the bus or subway — digesting small plates of premium, Hollywood-quality video, at a monthly cost of $4.99 (with ads) or $7.99 (without ads), when not surfing the amateur stuff on TikTok and -YouTube, scrolling Twitter, or playing Animal Crossing for free. And he was spending lavishly on his hunch.


宜家的AR实验展示了Apple Glass的潜力

If augmented reality is the future, this is a glimpse of what’s coming.

IKEA and its external research lab SPACE10 have curated 18 different digital experiences from design and technology studios as part of a new web-based platform called Everyday Experiments. Each uses technologies including augmented reality, virtual reality, artificial intelligence, machine learning and spatial intelligence to help people think about the space in their homes in a different way.

Bas Van De Poel, creative director of SPACE10, says that technology has been influencing and shaping our life at home now more than ever before. “For us, it’s important to keep a close eye on these developments and investigate how they can redefine the way we live at home,” says Van De Poel. This is where the inspiration for IKEA’s everyday experiments came from.


‘没有以人为本:’抵制Facebook广告活动再次点燃了它与广告客户间的摩擦

The relationship between Facebook and its largest advertisers is really one big dysfunctional loop — Facebook’s continual detachment drives advertiser frustration. Advertiser frustration, in turn, drives and hardens Facebook’s detachment. The latest standoff is fueling the cycle once again.

More than 900 advertisers aren’t buying ads on Facebook until at least the end of July over the social network’s handling of hate speech. Facebook, however, seems content to let the boycott play out rather than make any sweeping changes to its policies around hateful content.


本文来自互联网,由Morketing整理发布

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