Morketing每日监测1.15:严监管为App广告装上“关闭键”;海底捞开奶茶店;电通中国针对实名举报信性发布声明;
日报

Morketing每日监测1.15:严监管为App广告装上“关闭键”;海底捞开奶茶店;电通中国针对实名举报信性发布声明;

Rita Zeng · 2021-01-15 08:30

【摘要】每日营销资讯

一、品牌

 

蜜雪冰城首轮融资结束,估值超200亿元

 

据晚点Latepost报道,新茶饮品牌蜜雪冰城正式完成首轮融资,龙珠资本、高瓴资本联合领投,投资后估值超过 200 亿元人民币。同时,蜜雪冰城的A股上市筹备已到最后阶段,预计年内完成上市流程。

 

朗姿股份:“朗姿”女装与李佳琦首次合作直播活动售罄率达100%

 

朗姿股份在互动平台表示,1月12日,朗姿股份旗下主品牌“朗姿”女装与李佳琦开展线上直播推广活动,售罄率达100%,单品销售量3950件,高端女装与直播达人的首次合作尝试,取得优异成绩。


海底捞第一家奶茶店开业


近日,海底捞在武汉开了第一家奶茶店:主打“DIY自制”,一杯9块9,小料随便加。1月初,在武汉武昌区,海底捞楚河汉街店开业。


零卡糖品牌爱乐甜官宣品牌代言人胡先煦


1 月 14 日,爱乐甜官宣了首位品牌代言人胡先煦,后者是在近日热播剧《棋魂》中大火的男主角扮演者。


WechatIMG8185.jpeg


连锁咖啡“M Stand”完成超1亿元A轮融资


近日,连锁咖啡“M Stand”完成超1亿元A轮融资。本轮融资由CMC资本领投,挑战者资本跟投,投后估值达7亿元人民币。本轮融资将用于加速门店拓展及管理、旗舰店打造、品牌营销、组织升级等。这也是公司成立以来的首次融资。M Stand于2017年成立,核心用户以25-45岁的都市白领为主,目前全国已有10多家门店。

 

二、互联网平台

 

严监管为App广告装上“关闭键”


前不久,上海市消费者权益保护委员会发布了《App广告消费者权益保护评价报告(2020)》(以下简称《报告》)。《报告》显示,上海消保委测试的600款App中58%含有广告,其中69.7%的广告没有“关闭键”,仅有14.5%提供个性化广告关闭入口。此《报告》一出立刻引起关注,登上微博热搜前列,不少网民宣称:“App广告乱象,该治治了。”


快手通过港交所聆讯,计划2月第一周上市

 

快手公司已于昨天下午通过港交所聆讯,计划2月第一周上市。

 

腾讯旗下7款APP遭广东责令整改,侵害用户权益


1月11日,广东省通信管理局发布动态《209款App被广东省通信管理局责令整改或关停(2020年11-12月)》。其中,深圳市腾讯计算机系统有限公司旗下的7款APP登榜,包括游戏类APP手游宝、游戏类APP天天象棋、工具类APP逆战助手、工具类APP腾讯游戏管家、工具类APP腾讯游戏助手等。

 

知乎迎来品牌升级

 

知乎迎来十周年,并进行品牌焕新,品牌主张从「有问题,上知乎」全面升级为「有问题就会有答案」。

 

传美版“咸鱼”PoshmarkIPO定价为每股42美元,今日登陆纳斯达克

 

美版“咸鱼”二手商品在线交易市场Poshmark IPO定价高于区间上限。该公司将以每股42美元的价格发售股票,融资约2.77亿美元,今日将在纳斯达克全球精选市场上市。

 

钉钉宣布用户破4亿

 

钉钉对外宣布用户数突破4亿,包括企业、学校在内的各类组织数超过1700万。

 

三、服务机构

 

电通数码CEO被实名举报行贿客户、性侵下属,电通回应:一经查实绝不姑息

 

1月13日,一封针对电通数码广州分公司CEO张喆翔的实名举报信进入大众视野。举报信来自数名电通数码内部、服务广汽集团团队的现员工及前员工。电通(上海)投资有限公司在1月13日晚间发布声明表示,电通中国领导层正在对此事进行调查,一经查实,绝不姑息。在调查过程中,如发现有任何不实指控,公司也将保留追究的权利。

 

四、案例

 

招商银行发布微电影《可贵人生》

 

招商银行也直面全新的挑战,携手代理商有氧拍摄了一支微电影《可贵人生》。


 


支付宝×旅行团乐队:用锅碗瓢盆奏一曲《小星星》

 

跨年之际,支付宝携手旅行团乐队发布一首《小星星》音乐MV。



五、趋势洞察

 

Cowen:数字广告前景改善,上调脸书、Alphabet等目标价


Cowen因看好数字广告的前景,上调了包括Facebook和Alphabet在内的相关公司的目标价。Cowen将Alphabet的目标价从1900美元上调至2200美元,称谷歌搜索是投资回报最高的平台。此外,该投行预计到2022年,公司旗下Youtube将在广告市场中抢占更多的份额。基于Facebook的市占率拥有长期增长的态势,Cowen将该公司的目标价从330美元上调至340美元。

 

克劳锐:微信生态下的营销洞察报告

 

私域运营的特点:从“流”量到“留”量

 

直面消费者 • 品牌直接触达用户,与 用户建立联系 • 降低流量成本 • 用户数据可追踪、可控。

围绕“人”运营 • 以用户为核心,精细化 运营 • 共创产品与内容,提升 用户活跃度及粘性 • 挖掘用户价值,维护用 户生命周期

 

存在信任感 • 更直接地传达品牌理念 和价值观,拉近与消费 者的距离,与其建立情 感联结 • 消费者忠诚度高

 

流量可重复使用 • 拥有用户池,可免费且 不限次地触达消费者, 提升复购率 • 共创商业价值。

 

“Z世代”洞察报告:如何抓住3.2亿“Z世代的心?

 

QuestMobile数据显示,截止到2020年11月,95、00后Z世代活跃用户规模已经达到3.2亿,占全体移动网民28.1%;从分布上看,一线、新一线、二线城市占比近45%,线上消费能力和意愿均远高于全网用户,终端构成上看,5G终端占比已经突破27.4%,华为占比31.1%,苹果占比23.7%。

 

六、海外

 

TikTokers正在建立亚马逊产品推荐帝国

 

At least once a day, Ryan Mulvany posts a video roundup of daily deals he stumbles across on Amazon. Mulvany, who goes by the username @Amazonoholic, fills his TikTok page with demos of Amazon products, including fabric shavers, 20k-bristle toothbrushes and peanut butter mixers.

 

While Mulvany said he finds most of those deals on his own, he is also an employee of Quiverr, an Amazon brand management company that both sells its own products and helps other sellers navigate Amazon. As his follower count has ballooned, he has started to mix in products owned by Quiverr alongside organic finds. One of his more popular recommendations — a chain-mail cast iron cleaner called The Ringer that even caught Jennifer Garner’s eye — is an Amazon-native product owned by Quiverr. Mulvany started to think, “Well, if I can become an influencer, then I can promote products that would benefit the broader company,” he explained to Modern Retail.  

 

That makes Mulvany a unique player in TikTok’s growing Amazon commerce ecosystem. The video streaming app is famous for turning relatively innocuous products — a strawberry dress, cranberry juice — into bestsellers. But not all viral products are accidents. A loose network of TikTokers have built thriving empires out of finding and recommending niche Amazon products, driving millions of views to mostly random items they discover. They post using tags like #AmazonFinds, #FoundItOnAmazon or #AmazonMustHaves. Unlike Mulvany, however, few appear to be associated with existing brands.

 

Twitch首席营销官道格·斯科特:“只要做对了,我们的受众就可以与品牌互动”

 

Twitch is mainly known as a streaming platform for gamers. But what’s a gamer, actually?

 

“The truth is, close to 80% of Americans over the age of 13 self-identify as gamers, and so the term starts to lose some of its meaning,” said Twitch CMO Doug Scott. “People who are into games aren’t solely into games, they have multiple interests.”

 

Over the past three years, the amount of non-gaming content on Twitch has quadrupled, including everything from cooking, sports and music to fashion, politics and streams for inducing autonomous sensory meridian response or ASMR.

 

“This type of content started cropping up organically, and it’s something we’ve encouraged,” said Scott, who joined Twitch in Oct. 2019 after more than three years as CMO of Zynga.

 

Two of Scott’s favorite Twitch streamers are the gamer DrLupo and CA in LA, a music channel run by two female musicians and filmmakers who are also best friends.

 

Google再次暂停了政治广告

 

Sticking with the “You’re fired” theme, Google took things a step further on Wednesday with the announcement that it would again pause political ads on its platforms until after Inauguration Day as a result of last week’s siege of the Capitol. An email from Google to advertisers said it plans to keep the policy in place until at least a day after the Biden transition, according to CNBC. “We regularly pause ads over unpredictable, ‘sensitive’ events when ads can be used to exploit the event or amplify misleading information,” Google said in a statement. “Beyond this, we have long-standing policies blocking content that incites violence or promotes hate and we will be extremely vigilant about enforcing on any ads that cross this line.” Google had previously implemented a temporary pause on ads referencing the general election until after the polls closed on Nov. 3 in an effort to stop the spread of misinformation. That ban was lifted roughly a month later in mid-December.

 

Fiverr今年将投放其首个超级碗广告

 

Fiverr will make its Super Bowl debut in February with a 30-second spot scheduled to run in the third quarter.

 

The commercial will build on the online freelance marketplace’s “It Starts Here” campaign, which premiered in September and focuses on three small businesses that benefit from freelancers. The company declined to disclose more details, such as which ad agency created the commercial, at this time.

 

“We believe this is a major opportunity for us to introduce the world to Fiverr in a unique and creative way,” Gali Arnon, Fiverr’s CMO, said in a statement. “The spot will get to the very heart of how Fiverr supports businesses around the world.”

 

Amid business restrictions, massive layoffs and high employment following the outbreak of Covid-19, coupled with a growing acceptance of remote work, the online marketplace for freelancers has seen a flurry of activity. For the quarter ending Sept. 30, Fiverr’s revenue hit $52.3 million, up 88% compared to the same time last year. Throughout 2020, the company’s share price surged more than 700%.

 

AT&T正在关闭直播电视流服务

 

AT&T is attempting to clean up its struggling pay-TV business, sunsetting its live TV subscription streaming service AT&T TV Now—in favor of its newer AT&T TV broadband service.

 

The operator is no longer offering the virtual MVPD service to new customers, though current subscribers still have access, at least as of now. In an update on its website, AT&T said the service “has merged with AT&T TV to bring you the best live and on-demand experience!”

 

“We’re bringing more value and simplicity by merging these two streaming services into a single AT&T TV experience,” Vince Torres, svp of marketing at AT&T, said in a statement. “Customers can stream the best collection of live and on-demand programming on devices they already have, or they can get our exclusive AT&T TV stream device to enjoy enhanced features and functionality.”

 

The move comes after the telco’s entertainment group, which includes video and broadband services DirecTV, U-Verse and AT&T TV, lost a combined 590,000 subscribers in the third quarter—with AT&T TV Now responsible for 37,000 of that. The company is now pointing those customers towards AT&T TV, which was first introduced in select markets in summer 2019 before becoming widely available in March 2020.

 

戛纳电影节2021年还能举办吗?

 

Update, Jan. 13: Today, Cannes Lions announced it plans to have juries judge work from 2020 and 2021 in person during the festival, which is now open for delegate registrations. The festival will also offer a digital pass, first introduced in 2016.

 

“While travel is currently constrained, the availability of multiple vaccines offers hope that we can be together in June, even if we need to limit the numbers of delegates who can safely attend,” Lions chairman Phillip Thomas said in a statement. “We will continue to carefully monitor the situation, and maintain our regular communications with the authorities in France, but there are many other large international events planned for the same timeline and it’s clear from talking to the global industry that everybody is very keen to come together again.”

 

The festival’s stance on holding a physical event comes to light at a time when the realistic timeline of in-person events returning is largely dependent on the speed of the Covid-19 vaccination rollout. So agencies and brands tell Adweek they’re taking a wait-and-see approach on whether to attend the festival, as countries including the United Kingdom are in their strictest lockdowns yet and the United States reached a record number of daily Covid-19 deaths this month.

 

Even if it becomes safer to travel to and attend in-person events by June, marketers and creatives say they will probably fall on the side of caution.

整理自互联网

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