Morketing·每日监测02.25:特斯拉在中国扩充公关团队;抖音App内测“优惠团购”功能;B站发布2020年四季度及全年财报,营收超预期
日报

Morketing·每日监测02.25:特斯拉在中国扩充公关团队;抖音App内测“优惠团购”功能;B站发布2020年四季度及全年财报,营收超预期

Mr.Liyu · 2021-02-24 15:47

【摘要】每日营销资讯

一、品牌


1、特斯拉在中国扩充公关团队


据报道,特斯拉(Tesla)将为中国公关团队招聘更多员工,该公司近几个月来在竞争日益激烈的中国电动汽车市场上被曝出一系列负面新闻。据知情人士透露,最近至少有四名新员工加入特斯拉公关团队,他们将在上海和北京工作。去年10月,Electrek报道称,虽然特斯拉保留了一些负责欧洲和亚洲市场公关的团队,但被视为是该部门全球核心的美国团队已解散。


2、中高端牛肉产品品牌“牛痴”获数千万元天使轮融资


36氪获悉,中高端牛肉产品品牌“牛痴”完成来自IDG资本的数千万元天使轮融资,唯真资本独家担任财务顾问。本轮融资将用于新品研发、SKU扩充,以及店铺拓展。


二、互联网平台


1、抖音App内测“优惠团购”功能


抖音App内测“优惠团购”功能,形式上类似于美团的到店团购。目前主攻有两大板块,美食餐饮和酒店民宿,已在北京、上海、成都、杭州等城市开通。


2、菜鸟网络关联企业成立智慧供应链公司,注册资本5千万元


2月23日,递四方智慧供应链(成都)有限责任公司成立,注册资本5000万元,法定代表人为徐文涛,经营范围包括技术进出口;货物进出口;陆路国际货物运输代理;计算机软硬件及辅助设备零售;技术服务、技术开发、技术咨询、技术交流、技术转让、技术推广;国内贸易代理;航空国际货物运输代理。天眼查App显示,该公司由深圳市递四方速递有限公司全资持股,由菜鸟网络科技公司间接持股。


3、猿辅导回应“寻求10亿美元融资”:消息不实,目前没有正式融资计划


知情人士透露,“猿辅导”以超200亿美元的估值寻求新一轮融资,计划在最新一轮融资中至少筹资10亿美元。对此,猿辅导回应称:消息不实,目前猿辅导没有正式的融资计划。


4、用户反映魅族手机系统应用广告关不了


近日,有用户在视频社区发布录屏称,其在使用自己魅族手机的系统自带核心应用时,会收到自动推送的广告,并且广告无法关闭,魅族官方授权服务体验中心就这种情况回应红星资本局称,这是厂商在系统开发的时候就设置好的,法律界专业人士认为,魅族的这种行为涉嫌违背相关法规。


5、B站发布2020年四季度及全年财报,营收超预期


去年四季度B站营收增长38.4亿元,同比增长91%,市场预期36.73亿元;调整后净亏损6.82亿元,市场预期调整后净亏损7.14亿元,上年同期调整后净亏损3.37亿元。2020年全年,B站营收120亿元,同比增长77%;调整后净亏损26亿元,上年同期亏损11亿元。


6、快手、抖音春节战报:快手产品矩阵日活逼近5亿,抖音增长缓慢


抖音日活跃用户数(DAU)在春节期间没有太大增长,整体DAU仍在超6亿的水平。相比之下,快手DAU在春节期间的峰值接近5亿,为历史新高。其中,主站DAU超2.8亿,极速版、小程序等渠道相加达2亿。同城、社交与搜索将是抖音接下来最重要的几个目标。在2020年底,字节跳动商业化部门就成立了专门拓展本地生活的 “本地直营业务中心”,原SMB(中小客户)业务线在撤销后,约有一万名员工将调整至该中心。


三、服务机构


1、竞立中国任命张筱远为首席商务官

竞立中国任命张筱远(Stacy Zhang)为其新任首席商务官。她将负责领导竞立中国与商务相关的所有业务。入职后,Stacy将常驻上海,并直接向竞立媒体大中华区首席执行官Rupert McPetrie述职。 在此之前,Stacy在汽车行业积累了丰富的经验,先后任职于标致雪铁龙集团,奇瑞捷豹路虎汽车有限公司以及拜腾汽车,负责当地、区域以及全球的业务。

2、OMG提拔四名高管领导香港团队


由于黄国文2021年于1月底离开OMG香港,宏盟媒介集团(Omnicom Media Group)日前选择通过提拔四名管理层成员来填补他离职后的空缺,以指导该网络在香港的业务运营。品迪和浩腾媒体现在都将有各自的首席执行官,OMG称此举凸显了其“品牌主导、集团力量”的定位。


品迪香港董事总经理钟广德(Clement Chung)已被提拔为品迪香港CEO;OMG香港管理合伙人王珮璇(Florence Wong)升任为浩腾媒体香港CEO;浩腾媒体香港董事总经理Gary Wong晋升为OMG香港首席运营官;OMG香港投资及贸易总经理叶锦荣(Derek Yip)则被擢升为首席投资与贸易官。


四、案例


1、Miu Miu 发布第 21 部女性短片《香格里拉》


1.png


Miu Miu 发布第二十一部女性短片《香格里拉》,影片背景发生于大萧条时期的加州,女人置身教堂忏悔室,吐露内心私密。另一边,男人沉默聆听。这并非寻求救赎的传统宗教仪式。女人是第二代菲律宾农工,她陷入角色扮演幻想之中,娓娓述说她的美国白人爱侣,无奈于法律明令禁止跨种族情爱的时代。忏悔箱化作浪漫时光机,穿梭至未来,欣喜亦忧郁。她摇身变为耀眼的多面女性,和恋人自由相爱。


据悉,本片由 Isabel Sandoval 编剧、执导和剪辑,深入探索 21 世纪的浮华表象与女性本质。片名《香格里拉》源自与世隔绝的人间天堂理念。对于 19 世纪与 20 世纪初的部分移民而言,美国曾被视为令人憧憬的香格里拉,但现实却不如人意。 Isabel Sandoval 的影片透过一位跨性别有色人种女性的镜头回首历史,乐观展望自由、无拘而远离偏见的理想乌托邦。



2、Keep 开发了一套谐音梗健身操


2.jpg


Keep 成为《吐槽大会 5》的赞助商,携手代理商环时互动进行赞助推广, Keep 在节目中成为谐音梗治疗者,凡是讲谐音梗的都要被送到Keep上直播课,为了更加地将节目与 Keep 直播课进行关联,Keep 直播课与环时互动精选数个专业健身动作,以谐音梗重新命名与编排,开发了一款「燃脂嘿科技」谐音梗健身操,用这招「以毒攻毒,改谐归正」。



3、雪佛兰携手张小斐打造短片《你好,沃兰多》


3.jpg


借势《你好,李焕英》的上映,雪佛兰沃兰多联合时尚芭莎携手该电影,倾情打造了一支独家短片《你好,沃兰多》,短片中沃兰多作为多能助手,助「李焕英」和她的队友们赢得了关键排球赛,圆了电影中那个小小的遗憾,给故事画一个比较完美的结局。片中也展示了雪佛兰沃兰多「一车多能」的特点,适应场景多、空间容量多、科技配置多, 能陪伴与守护用户的每一个幸福时刻。



五、趋势洞察


1、亿欧智库:2021企业营销数字化转型研究报告


数据的力量虽强,但是企业完成营销数字化转型并不是一个简单过程。要实现以数据提升最终用户体验这一价值,需要解决企业软件架构的种种“历史遗留问题”,需要面对长周期的、高投入的巨额成本。当前,营销数字化转型虽跑在企业其他模块数字化转型之前,但还是处于极为初级的阶段。营销数字化转型的最短路径、最终价值是什么,仍需要企业与服务商共同实践与探讨。如有报告下载需求,请添加199IT官方微信【i199it】,回复关键词【2021企业营销数字化转型研究报告】即可。


2、阿里妈妈:2021奢侈品线上消费圈层洞察


疫情冲击下中国奢侈品市场异军突起,“数字化”叠加“中国市场”激发奢侈品牌对中国奢品线上消费人群的关注和“想象”。面对中国奢侈品行业涌动下的增长生机,阿里妈妈发布minsight《奢侈品线上消费圈层洞察》,为奢侈品牌提供数字化运营线上奢品消费人群的新思路。如有报告下载需求,请添加199IT官方微信【i199it】,回复关键词【2021企业营销数字化转型研究报告】即可。


六、海外营销


1、Pencil利用AI来创作广告,每月可生产几十条


The best ad creatives drive ROAS (return on ad spend) that can be orders of magnitude higher than a failed message.


But how can busy, short-staffed marketing departments test new creative messages constantly? Tweaking messages involves both inspiration and grunt work, which often prevents marketers from testing as often or as extensively as they want to.


Enter Pencil, which launched in November after two years of technical development and with $4 million in pre-Series A venture capital funding.


Pencil intelligently pairs up a brand’s taglines, images and videos to create dozens of new messages a marketer can choose to test. The AI involved can sometimes make strange choices, but just as often creates “aha” moments for brands looking for new ways to market their products.


Case in point: A toothpaste brand testing Pencil found that AI-formulated creative messages that focused on the mouth, instead of a white smile, ended up being its top-performing creatives. And a dog food brand found that ads mentioning the taste of its product – despite the fact that humans don’t eat it – were top performers.


2、Centro通过收购SEM平台QuanticMind将付费搜索纳入基础


Centro said on Wednesday that it’s acquiring search engine marketing platform QuanticMind with plans to integrate the technology into its automated ad management platform called Basis.


Although Shawn Riegsecker, Centro’s CEO and founder, declined to say how much Centro paid, he did share that QuanticMind reached $10 million in yearly revenue at its pinnacle and that the deal price is a multiple of that amount.QuanticMind raised just over $30 million since 2015 when the company was founded as a search engine marketing platform.


But unlike other players in the SEM space, which are primarily workflow tools for keyword management, QuanticMind uses artificial intelligence and machine learning to connect and analyze the data that powers its optimization offering for paid search advertising and retail sites. QuanticMind can automatically adjust bids on numerous keywords.


“They’re able to handle tens of thousands of SKUs,” Riegsecker said.And that’s something that was missing in Centro’s Basis ad management platform, which has its own DSP but no way to natively power search and social buying.


3、Facebook在英国推出购物工具


Facebook has launched its shopping feature for consumers in the UK, after launching the ‘Facebook Shops’ platform for businesses last year.


Facebook users will now see ‘Shop’ featured as a bookmark on the Facebook menu bar and in the mobile app. Here, consumers will find curated collections, products, and recent posts from businesses. Users will also see personalised content from brands in their news feeds, and through in-product notifications or small business favourites they follow.


“During the COVID-19 pandemic, the shift to online shopping has rapidly accelerated, with an estimated 85 per cent of people worldwide now shopping online,” said Steve Hatch, VP for Northern Europe at Facebook. “We’ve been doing a huge amount this year to ensure small businesses in particular can successfully pivot their businesses to online and protect jobs. Through tools like Shops we’re helping empower anyone, from an entrepreneur to the largest brand, to use our apps to connect with customers and grow their business.”


With the rollout to consumers, Facebook has introduced new features for businesses, including additional design layouts, real-time previews of collections, the ability to automatically create a shop for new sellers, and more insights to measure results in Commerce Manager.

本文由Morketing整理发布

已有0人收藏

已有0人点赞

发表评论

请先后参与评论

已有0