Morketing·营销人早报9.15:​甲骨文确认与TikTok达成协议;手机淘宝即将迎来重大改版;如涵发布2021财年第一季度财报;
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Morketing·营销人早报9.15:​甲骨文确认与TikTok达成协议;手机淘宝即将迎来重大改版;如涵发布2021财年第一季度财报;

Rita Zeng · 2020-09-15 08:24

【摘要】「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

 

Prada在华销售额增速超60%,七夕销量也创历史新高


近日,Prada集团首席执行官Patrizio Bertelli表示,自中国疫情缓和后的3月份Prada在中国恢复营业以来,中国销售额表现出强劲的复苏,增速超过60%,迄今为止已远超2019年同期业绩水平。尤其是在8月底的七夕节,Prada销售额创下历史新高。“我们相信,未来几个月还能保持同样的劲头。”他说。

 

海底捞董事长张勇:疫情因祸得福,重新梳理了组织架构


海底捞董事长张勇表示,自己在疫情期间遭遇了困难,但也因祸得福,能在家中按照每个部门梳理海底捞的组织架构,从而能在复苏之后进行改变。张勇还表示,我的选择都是被迫的。首先我是一千个、一万个不想停业,但是疫情来了也没有办法,国内武汉的店停业的时候我说没事,很快就会重开,结果没想到北京、上海,整个内地又紧接着都停业了。最可怕的是当中国逐渐恢复的时候,美国海外的疫情又来了,门店又要停业了。这些选择是不得不做的事情。

 

星巴克联合红杉中国成立投资公司,经营范围含创业投资、投资管理等

 

近日,星苒(上海)投资合伙企业(有限合伙)成立,经营范围含创业投资、投资管理等,该公司共有两大股东,分别为上海星巴克咖啡经营有限公司、深圳红杉安泰股权投资合伙企业(有限合伙)。其中,深圳红杉安泰股权投资合伙企业(有限合伙)为该公司的执行事务合伙人。双方将开展战略投资,在新生代餐饮和零售科技方面进行商业合作。


高圆圆任Michael Kors全球代言人


美国轻奢品牌Michael Kors宣布,由中国演员高圆圆出任品牌全球代言人,并释出后者为其出镜拍摄的秋季广告大片。品牌表示,高圆圆是其多年来的品牌挚友,自2014年首度合作以来,双方便一直保持着联系互动。


Jordan和Converse推出限量联名球鞋


Nike集团旗下的Converse与Jordan近日推出“Why Not?”联名系列,共有两款限量球鞋,以Jordan XVI和Converse Chuck 70鞋型为蓝本而创作,皆为美国篮球运动员Russell Westbrook钟爱的鞋款。设计从Russell Westbrook最爱的朋克风格皮夹克上汲取灵感,运用了皮革、缎面等多种材质,象征他坚韧不拔的球场表现。此次联名产品将于10月2日在大中华区发售。


二、互联网公司

 

工信部下架23款侵害用户权益App,含蛋壳公寓等应用

 

2020年8月31日,工业和信息化部向社会通报了101家存在侵害用户权益行为App企业的名单。截至目前,经第三方检测机构核查复检,尚有23款App未按要求完成整改。依据《网络安全法》和《移动智能终端应用软件预置和分发管理暂行规定》(工信部信管〔2016〕407号)等法律和规范性文件要求,工业和信息化部组织对上述App进行下架。

 

如涵:2021财年第一季度总营收为2.804亿元,同比下滑10%

 

如涵发布了截至6月30日的2021财年第一季度财报,总营收为2.804亿元,同比下滑10%。归属于如涵的净亏损为5660万元,而上年同期净亏损2670万元。

 

手机淘宝即将迎来重大改版


双十一前夕,手机淘宝即将迎来重大改版:手淘首页将全面信息流化,原本顶部显眼的焦点图展示广告将改成竖版,移动到页面下方算法推荐信息流的第一个位置。改版后,信息流 “猜你喜欢” 将成为淘宝首屏的主角,而原本位于页面中部的聚划算、百亿补贴、淘宝直播、有好货等板块,也将被融入信息流中,一位了解此次改版的阿里员工表示,目前正在灰度测试,最终方案会看测试效果而定。此次改版预计将在9月底完成全部切换。


消息称阿里巴巴正展开商谈,将向Grab投资30亿美元


据知情人士透露,阿里巴巴集团正在展开商谈,将向东南亚网约车巨头Grab投资30亿美元。知情人士称,阿里巴巴是本轮的唯一投资者,它将动用部分资金来收购Uber持有的部分Grab股票。这笔交易可能是阿里巴巴自2016年首次投资Lazada以来在东南亚的最大投注之一。通过与Grab的潜在合作,阿里巴巴将可获得8个国家数百万用户的数据和一支不断壮大的交付团队,并在数字钱包和金融服务领域分一杯羹。

 

Facebook向爱尔兰监管机构提起诉讼,阻止数据传输禁令和潜在巨额罚款


Facebook对爱尔兰数据监管机构提起诉讼,试图阻止一项可能会阻止该公司将用户数据从欧盟转移到美国的初步命令。Facebook欧洲总部设立在爱尔兰,由爱尔兰数据保护委员会进行隐私执法,如Facebook不遵守相关规定,爱尔兰数据保护委员会或将对脸书公司处以28亿美元(约合191.3亿人民币)的罚款,Facebook去财年营收为706亿美元,罚金数额约占公司年收入的4%。


甲骨文确认与TikTok所有者字节跳动达成协议,成为“可信技术提供商”


当地时间9月14日,继微软确认TikTok拒绝其收购请求后,甲骨文证实,它已经与TikTok的中国所有者字节跳动达成协议,成为其“可信技术提供商”,但该协议仍需美国政府批准。

 

TikTok欧洲总经理:欧洲月活跃用户超过1亿

 

TikTok欧洲总经理里奇路沃克沃斯(Rich Waterworth)周一在博文中宣布,TikTok在欧洲拥有“超过1亿”月活跃用户。在采访中,沃特斯表示,欧洲用户数量“长期以来一直增长良好”。 据悉,TikTok欧洲员工数量已经增长至1600人。此前,TikTok在美国地区的活跃用户已达1亿人,全球总活跃用户为6.9亿人。

 

爱库存向市场监督管理总局举报唯品会不正当竞争


针对唯品会强迫商家“二选一”的不正当竞争行为,爱库存方面表示,已在9月11日通过邮递的形式向国家市场监督管理总局等四家机构提交实名举报。 随后唯品会方面回应称,情况不属实。但并未提供更多回应。

 

百度战投人事巨变:负责人何俊杰离职,好未来原副总裁蔡翔接棒

 

好未来原副总裁蔡翔(Scott Cai)已于近日加盟百度,负责战略投资,任副总裁一职。而此前担任这一职务的何俊杰(Jackson He)已经离职。

 

三、服务机构

 

卡夫亨氏委任百比赫中国(BBH China)为其创意合作伙伴

 

2020年9月8日,世界食品巨头卡夫亨氏(中国)委任阳狮集团旗下百比赫中国为其创意合作伙伴。

 

百比赫中国将成为卡夫亨氏(中国)旗下三个重要品牌的主导创意代理,包括味事达酱油酱料、亨氏西式酱料、亨氏婴幼儿辅食,并负责以上品牌的全年广告策略和创意内容等传播业务。

 

四、案例

 

旺旺泡面番《真经不起挑豆》,反转剧情“逗”感来袭

 

近日,旺仔俱乐部上线了一部看起来有点“豆”的泡面番《真经不起挑豆》。


 

保时捷 × 可口可乐带来热力联名

 

近日,亚洲保时捷卡雷拉杯携手可口可乐以“加倍畅爽,全擎竞速”为题,带来热力联名,共同推出的联名罐及杯赛车涂装,将赛车运动诠释的拼搏精神与可口可乐的畅爽带劲相结合。


屏幕快照 2020-09-14 下午9.34.34.png


 

五、趋势洞察

 

IAB :COVID对2020-2021年广告业的影响

 

根据IAB 的报告“COVID对2020/21年广告业的影响”,2020年的网络广告支出预计将比2019年增长6%。但是,这一消息对传统媒体来说是无用的。

 

买家预计2020财年网络广告支出将比2019财年增长6%。此外,广告买家还报告2021财年的广告预算仍在合理波动范围内,9%的买家已经有了明确的预算;70%的买家表示至少已经有了2021财年预算的预测。付费搜索(增长26%)、社交(增长25%)和联网电视广告(增长19%)增长最快。数字音频和播客广告支出与2019年相比略有下降,尽管在上半年这些渠道受益于广告支出转移。

 

户外广告支出(DOOH)受到的打击最严重:2020财年同比下降43%。买家预计,2020财年与2019财年相比,所有传统媒体渠道广告支出的平均值将下降8%。传统电视广告支出估计同比下降24%。传统的户外广告支出预计下降46%。

 

Demandbase:2020年基于账户的营销(ABM)营销报告

 

Demandbase发布了“2020年ABM营销报告”。尽管大多数企业(61%)报告说,他们目前在某种程度上正在运行基于账户的营销(ABM)计划,但很少有企业在测量ABM方面处于成熟阶段。根据Demandbase的调查,只有5%的受访营销人员表示,他们对ABM的测量是“令人敬畏的”,63%的受访者表示,他们的ABM测量仍处于非常早期的阶段。

 

猫眼电影:全国电影院复工以来累计票房达50亿

 

猫眼电影宣布,昨日19时,全国电影院复工以来累计票房达50亿,其中《八佰》单片超26亿贡献半数票房,此外《我在时间尽头等你》《信条》《花木兰》《多力特的奇幻冒险》四部新片票房破亿、《哈利·波特与魔法石》《误杀》《星际穿越》三部重映影片票房破亿。

 

六、海外

 

如何确保明年年初苹果设备的用户同意透露个人隐私?

 

Today’s column is written by Katie Hutcherson Madding, VP of product at Adjust.

 

With the restrictions on IDFA scheduled for release in early 2021, app developers have a new and business-critical challenge ahead: the user opt-in. Many apps in Apple’s ecosystem have spent years developing user journeys tailored for the optimal user experience. And they now must find a way to gain consent without disrupting their user relationships.

 

The upcoming IDFA restrictions mean app developers will have one chance to trigger the Apple consent pop-up in their app — meaning it’s crucial apps optimize toward opt-in. But it’s also important to note that if a user doesn’t consent to Apple’s pop-up the first time, developers will still be able to deep link the user from their app to the iOS app settings at a later date.

 

The good news is that opt-ins will become the norm. Similar to GDPR, where 81% of visitors opt-in, we predict that users will become preconditioned to interfacing with privacy requests. However, this doesn’t mean that you should rely on habitual interactions. Now more than ever, it’s critical to understand your user’s entire journey and relationship with your brand in order to effectively optimize toward consent.

 

苹果再次采取行动取消追踪器

 

Apple is apparently cracking down on companies circumventing ITP’s seven-day expiration - continuing its rich history of quashing ITP workarounds. According to Cory Underwood, the engineer who flagged the issue, third-party tracking/measurement firms including big guns such as Adobe have used a process called CNAME cloaking to hide behind a first-party URL and set cookies without getting hammered by Apple. After diving into a WebKit channel, Underwood believes soon – possibly with iOS 14’s release – trackers hiding behind CNAME will get hit with an expiration. Underwood also added that since ITP impacts all iOS 14 devices, “there is a very good chance that this change will affect all browsers on those operating systems post upgrade.”

 

And the reverb might go beyond ITP. A Google developer expert named Simo Ahava spoke with an Apple dev who said this change impacts all third-party cloaking, not just those listed by ITP. This change could result in issues with campaign and audience measurement, and it could also lead to publisher CPM declines, according to CafeMedia’s Paul Bannister. 

 

2020年应急计划之年背后的“新营销准则”

 

Six months ago, at the outset of the coronavirus crisis, marketers and agency execs alike expected that after working from home for a few weeks they’d go back to offices with life and work generally going back to some semblance of normal. Obviously, that wasn’t the case. Since then, execs have not only created new processes but found ways to keep moving faster and cheaper than before. New norms were created.

 

Now, that we’re six months into a paradigm shift in marketing due to the multiple on-going crises that have affected every facet of the way people live and work, marketing leaders say that many of the changes put in place to manage in the interim — are here to stay.

 

Contingency plans on contingency plans

 

If you ask marketing leaders how their jobs have changed you’ll likely hear about needing backup plans should another crisis arise. Being prepared with those plans in place has become a new norm for marketers and agency execs. “2020 has been the year of contingency plans,” said one media agency executive. “We’ve had to be so prepared. Every social team I’ve spoken to internally and externally has been working through plans A, B and C.”

 

Snap正在探索将广告带入Minis

 

Snap is experimenting with introducing ads to Minis, the collection of lightweight applications from third-party developers it launched earlier this year.

 

Announced at Snap’s virtual Partner Summit in June, Minis are built using HTML 5 and sit within the chat section of the Snapchat app. The six Minis currently live include a version of the Headspace meditation app, Atom’s movie tickets Mini, a flashcards app called Tembo that lets users study together and a Turbovote app that allows users to register to vote with their friends.

 

Much like Snap introduced ads into Snap Games shortly after they launched last year, the company is now looking at how it can bring advertising into Minis. On Games, which also sit in the chat section of the app, users are rewarded for watching ads, with extra weapons, for example. 

 

“We are experimenting with running Snap Ads inside these Minis — we had a similar strategy with Games — it’s early days but we will start there,” said Ben Schwerin, Snap vp of partnerships. Live tests with advertisers have not yet commenced.

 

营销人员未能针对低收入消费者进行个性化营销

 

Less than one fifth of consumers making less than $31,000 per year felt that the marketing they see from brands is personalized to them, compared to around half of people in top income brackets of $188,000 or more.

 

That was the finding of a new survey from marketing personalization platform Formation.ai, which asked some 2,000 U.S. consumers about brand loyalty and the quality of tailored marketing they receive. While lower income consumers have less disposable income, the report contends that they still spend an average of 40% of their budget on what economists consider luxury products and services.

 

“Brands that write off this audience are missing a huge opportunity for engagement and loyalty,” according to the report.

 

The report noted an upward trend among income brackets in terms of whether or not they saw marketing touch points “extremely frequently” reflected messages personalized them. Perhaps as a result, a similar portion of each bracket said they were more likely to buy from brands that used more personalization tactics.

整理自互联网

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