「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。

Ⅰ品牌

01“伊蒂之屋”将入驻THE COLORIST调色师

这是伊蒂之屋首次通过连锁彩妆集合店为消费者提供其产品和服务。此前，有媒体报道伊蒂之屋对其自营门店进行战略性撤店调整。伊蒂之屋方面曾回应这并不意味着品牌会放弃线下市场，之后在中国市场将以THE COLORIST集合店渠道作为线下主要阵地。

02瑞幸咖啡（中国）有限公司申请注册“鹿茶”商标，国际分类为“餐饮住宿”

天眼查App显示，近日，瑞幸咖啡（中国）有限公司申请注册“鹿茶”商标，国际分类为“43-餐饮住宿”，商标状态显示为“商标其他情形”，商标流程为“商标注册申请-申请收文”。瑞幸咖啡（中国）有限公司成立于2018年3月，该公司由瑞幸咖啡（香港）有限公司100%持股。

03因涉嫌“贬低人格”，贪玩公司申请“渣渣辉”商标遭法院驳回

根据北京法院审判信息网和“某企业信息查询平台”消息，近日，江西贪玩信息技术有限公司申请的“渣渣辉”商标遭北京市高院驳回，理由为涉嫌“贬低人格，易产生消极负面影响”。

Ⅱ互联网平台

01 称共享VIP模式破坏其会员制度 优酷诉咪猫视频不正当竞争

因认为咪猫视频建立平台利用 “共享 VIP”扩大平台流量及热度，破坏了优酷平台的会员管理制度，减少了交易机会和经济收益，优酷公司以不正当竞争纠纷为由将咪猫视频运营商北京点我网络技术有限公司诉至法院，要求立即停止不正当竞争行为，赔偿经济损失及合理支出 190 万元。

02 支付宝宣布打通钉钉，并正式推出“支课堂”

此次支付宝和钉钉在教培领域全线打通包括钉钉群小程序插件、花呗月月付、先学后付等能力入驻，以及针对教培机构的对公收款和储值卡等营销工具也正式引入。用户可以在机构的钉钉群更快捷的下单支付，不必再跳端或扫码。“支课堂”当月的一门数学单低价课转正价课实现了90%的转化率。

03 百度发布爱企查，入局企业信息查询领域

百度推出企业信息及信用信息查询大数据平台爱企查。据悉，爱企查除了企业信息查询服务外，还为用户提供资质优企业推荐、收藏、分享、社区交流、企业对比等增值服务。

04 腾讯微保因违规营销被处罚

银保监会深圳监管局日前发布行政处罚信息公开表，腾讯旗下保险平台微民保险代理有限公司存在违规营销行为。行政处罚信息公开表显示，微民保险代理有限公司在手机网页“微医保住院医疗”投保页面以“领取”代替“投保”，以“仅剩XXXX份”进行营销，且未引导客户如实进行健康告知，违反了保险法有关规定。

05 猎豹移动第二季度总收入3.94亿元 净利润2.44亿元

猎豹移动公布截至6月30日的2020年第二季度财报，总营收为人民币3.943亿元（约合5580万美元）。non-GAAP下，归属猎豹移动股东净利润为2.439亿元。

Ⅲ服务机构

海拍客推出全新SaaS系统 “海星宝宝”

母婴产业互联网企业海拍客推出全新SaaS系统 ——“海星宝宝”，服务商可通过系统定制供应链、销售、服务于一体的私有管理平台。海拍客CEO赵晨称：“未来三年内，将有50%的经销商实现互联网化，海拍客将继续提供更多的母婴产业赋能，为行业提升效率。”

Ⅳ案例

01 肯德基wow会员：年轻人的位子

Ⅴ趋势观察

01QuestMobile互联网广告市场2020半年大报告

疫情期间，互联网广告规模出现了剧烈的波动，2020年Q1同比下降19.9%，不过在Q2开始迅速回升，上涨了18.7%，预计Q3涨幅进一步提升至22.7%。出现这种情况的原因，一方面，虽然食品饮品明显减少，不过美妆、教育行业逆势上扬（2月到5月，教培行业投放费用同比增长均维持在100%以上），另一方面是短视频等媒介形态，提供了形态多样化的广告点位，带来了新的增长。

02 Spencer Stuart：2019年43%的CMO是女性

Spencer Stuart报告，在美国领先的消费品牌公司担任首席营销官（CMO）的女性人数大幅增加。此外，具有种族和/或种族背景的CMO数量大幅上升。积极的迹象表明，企业正在认真对待在最高领导层增加多样性的重要性。

研究还发现，CMO的平均任期从43个月减少到41个月。这项研究基于截至2019年12月31日对100个广告宣传最多的美国品牌的CMO的分析。

03 App Annie：2020上半年受COVID-19影响App Store购买量飙升

根据该公司的数据，2020年上半年，iOS应用商店和Google Play商店的应用和游戏下载量蓬勃发展，比2019年下半年增长了10%，同比增长5%。全球下载量在2020年4月达到峰值，当月同比增长25%。

消费习惯变化也显示出类似的结果，2020年上半年，全球消费者在应用和游戏上的支出超过500亿美元，在两个平台上，比2019年下半年增长了10%。2020年5月支出达到顶峰，为68亿美元，报告认为，在下载高峰期后一个月支出较高，说明消费者不仅仅是更多地使用应用，而是从移动服务中获取价值。

Ⅵ海外营销

01打造积极的数字客户体验的6大要素

One of the most influential areas of marketing is designing customer relationship strategies. Many companies spend their energy attracting and capturing leads — which is very important, but what happens next? Customer experience plays a crucial role in transforming customers into loyal fans or even evangelists. This is undoubtedly one of the biggest challenges for a brand as mapping and improving customer experience requires detailed planning and team commitment. It is not easy, but it is a long-term investment that is worthwhile.

But after all, what is Customer Experience (CX)?

Customer experience is a perception of how your company treats a customer. These perceptions directly affect behaviours, help to create memories, and encourage emotion that can eventually contribute to loyalty. If customers enjoy your brand and like the way your team treats them, they negotiate with you for a long time and recommend it to others.

02 Adobe通过线上电影节演示了今年的种种阻力如何促进创造力

Adobe Stock and its agency partner 72andsunny challenged 13 filmmakers to produce short films using only stock footage and the software company's video editing tools. A timeline of just five days further illustrated how producing captivating content is possible without big budgets, months of lead time or freshly shot footage, and can actually help creativity flourish, the agency's Creative Director Tim Bateman said.

"The device of the film festival was really to showcase how any restrictions put on creativity just allow creativity to flow in different ways," he said.

The 13 short films omit any mention of the brand, making them feel less product-focused than a typical advertisement. But being spliced together with solely Adobe Stock footage, the films showcase the capabilites of Adobe products.

03 Keebler以深远的影响力将品牌带入现实世界

Recent changes to Keebler's classic yellow packaging are showcased in the new campaign as well as updated recipes that promise a bigger focus on "real" ingredients like "real Keebler fudge," "real Madagascar vanilla" and "even more real chocolate chips." The ads' creative choices bring the brand into the real world, featuring not just the cartoon, fictional realm of Ernie in his hollow tree — a staple of recent Keebler ads — but live-action shots of real families enjoying Keebler treats at home together.

04 “他们需要树立同情心”：代理机构工作人员为开始最不寻常的学年做准备

Amanda Cosindas is gearing up to move across the country from Los Angeles to Mattapoisett, Massachusetts, with her 10-year-old son later this month. Uprooting her family is necessary for Cosindas, director of marketing and communication at the creative agency The Many, to be able to manage her job and her son’s education this year.

As a single mother, Cosindas juggled remote learning and work throughout the spring largely without outside help. Cosindas decided to make a move not only to be closer to family for childcare help but to be within a school district that will use a hybrid in-person and virtual learning set up this fall (Los Angeles will continue remote learning this fall).

05 用户想要一个DTC电视吗？Shopify首次亮相真人秀

Shopify has been on a roll, with its business of powering retailer websites expanding during the coronavirus crisis — and its market cap up 148% since the start of the year. Now, in an unusual move, the e-commerce platform has ambitions to break into TV.

On Aug. 18, Shopify’s production arm Shopify Studios will debut its first TV show, an eight-episode reality series called “I Quit” that follows individuals who have quit their jobs to start their own businesses and will air on Discovery. However, aside from the role of Shopify COO Harley Finkelstein as one of the show’s mentors, the series will not be larded with Shopify’s branding or promotion of its platform. In fact, the series will be “completely unbranded,” said Sarah North, a TV and digital video production veteran who joined the company as head of Shopify Studios in September 2019.