Morketing每日监测6.17:龚俊成为 361° 全球品牌代言人;Twitter考虑推出“不提及”功能;爱立信:预计年底全球5G用户达5.8亿,2026年突破35亿
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Morketing每日监测6.17:龚俊成为 361° 全球品牌代言人;Twitter考虑推出“不提及”功能;爱立信:预计年底全球5G用户达5.8亿,2026年突破35亿

Claire · 2021-06-16 17:37

【摘要】每日营销资讯


一、品牌

哈啰电动车二季度拓店超600家,共拓店2000家

 

接近哈啰电动车人士表示,哈啰电动车累计门店数量“已经远超2000家”。哈啰2021年二季度在浙江、江苏、山东、河南、河北等地进行招商,加速拓展门店网络。哈啰出行招股书显示,截至3月31日,哈啰电动车在100个城市有1400家加盟店独家售卖哈啰电动车。按照上述行业人士说法,哈啰在第二季度拓店超过600家。

 

龚俊成为 361° 全球品牌代言人


龚俊成为 361° 全球品牌代言人。


苹果正式推出Podcasts播客订阅服务


早些时候,苹果已经向 Podcast 用户发送了邮件通知,表示这项服务将于本周二(6 月 15 日)与大家见面。

 

上海迪士尼:卖出的星黛露的周边叠起来相当于119座珠穆朗玛峰

 

上海迪士尼度假区开园五周年以来首次披露了一系列运营数字。乐园运营至今,共计推出17673种商品,其中有9308款都由中国本土独家开发设计。目前乐园共计推出了超过219种头箍款式,共计售出577万个毛绒玩具,约500万支米奇和米妮经典冰淇淋,以及200万支玉米热狗。此外,上海迪士尼度假区还表示,如果把2018年至今销售出的星黛露主题商品叠加起来,其总高度相当于119座珠穆朗玛峰。

  

二、互联网平台

 

Twitter考虑推出“不提及”功能,让用户摆脱信息轰炸

 

据媒体报道,Twitter正在考虑增加一些新功能,帮助用户摆脱信息轰炸,隐私工程师多米尼克·卡莫齐称考虑增加一些新功能,以帮助用户摆脱@mention功能所带来的信息泛滥。此外,Twitter还在考虑增加一些设置,限制提及。正在考虑增加一个开关,可以轻松打开,防止平台上的任何人在一天、三天或七天内@你。可以说相当于一个“勿扰”模式。

 

天猫开了个「潮人制造局」


近日,天猫正当红就联合 GAP,beaster、CK、Tommy、马克华菲等多个服饰品牌带来 2000+联名款,演绎民俗潮流与传统的碰撞,街头文化与嘻哈文化的个性书写。在引领「新国潮制燥」、「国际先锋」、「全球新潮」、「简潮玩家」四大时尚趋势的同时,天猫正当红也向用户传递着潮流生活态度。

 

百度正式上线“搜索电商节”,同步升级“品牌新官网”


百度正式上线“搜索电商节”。在活动期间,百度“品牌新官网”(超级品专Pro)也会同步升级。这也是此次“搜索电商节”期间,百度在电商领域的又一重要动作。通过“品牌新官网”的内容展示,品牌方将能够实现以短视频、笔记图文、直播问答、商品信息排名、智能推荐等方式,加速转化品牌的潜在粉丝,并同步在度小店、智能小程序等链路完成成交。


美国在线游戏平台Roblox五月营收环比下滑11%,股价大跌

 

据报道,在 6 月 15 日的美股盘后交易中,美国少儿游戏平台 Roblox 股价暴跌了 7.1%,原因是该公司五月份的营收和四月份相比出现下跌。

该公司预测,五月份的营收(指游戏玩家的签约营收)在 2.16 亿美元到 2.19 亿美元之间。这一水平比四月的中位数预测值下降了 11%。四月份预测营收为 2.42 亿美元到 2.45 亿美元。除了总收入之外,五月份平均每位活跃用户的签约收入也环比下滑。

 

迪士尼CEO包正博:流媒体服务Disney+暂无计划推出插广告的视频会员

 

迪士尼首席执行官包正博(Bob Chapek)出席“瑞士信贷第23届年度传播大会”。会上,瑞士信贷高管道格·米奇森提问即迪士尼下一步是否会推出价格相对便宜的插入广告的视频会员。包正博没有完全否定插广告会员模式,但他表示“Disney+”视频服务暂时没有这种产品计划。

 

三、服务机构

 

数字营销公司“识器文创”获近千万元天使轮融资

 

近日,以AI算法和大数据为驱动力的数字营销公司上海识器文化创意有限公司以数千万估值获得近千万元天使轮融资,投资方为知名香港投资人。融资将主要用于团队及业务扩充、技术平台开发等方面。

 

张慧敏升任群邑中国首席电子商务官

 

6月16日,群邑(GroupM)宣布擢升张慧敏(Jerman Zhang)为群邑中国首席电子商务官,并成为群邑中国执行委员会的一员。他将继续常驻上海,直接向WPP大中华区首席执行官、群邑大中华区首席执行官徐俊(Patrick Xu)汇报工作。这项任命将于2021年7月1日起正式生效。

 

四、案例


福佳×日食记:春游到底有多快乐?做方案前先喝一杯


 

日食记在魔都办告别展,写给食物的「舌尖情诗」


三年前,日食记在上海南京路开了一家日食记体验馆,象征着一枚城市的漂流瓶。如今三年期满,日食记的漂流瓶已满载无数人留下的故事和回忆,即将封瓶,结束上海站的旅程,漂往下一站。


日食记将在馆内,举办最后一场活动——「舌尖情诗」线下体验展,作为“封瓶仪式”。


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五、趋势洞察


2021年户外营销策略报告


户外广告曝光效果:户外广告曝光对于到店转化提升显著,超过视频广告和门户广告(数据来源实际案例)


各类型户外广告触动力:封闭空间(电影院/电梯)中广告最受关注,电影院广告的关注比例近1/3


户外广告已构建完整的测量体系:包含广告监播、受众测量、跨屏测量


户外受众测量3.0阶段来临,告别盲投和抽样时代,全人流测量成为可能


户外投资趋势,2021年户外增投比例上升,16%广告主选择增投,在新锐品牌及高预算品牌广告主中增投比例更高。2020年教育,母婴,营养品,金融等行业增投显著。


户外投放三大策略详解:确保有效,创意先行,科学组合


六大户外应用核心场景详解:建认知、补Reach、建形象、带销售、做影响、打市场

 

2021中国食品饮料白皮书,6大焦点趋势值得关注

 

焦点一:好吃不胖,当代吃货的美好愿望。过去一年,减糖、减热等健康概念迅速走红,代糖成为饮料界新风尚。随后,各类主打减糖、饱腹、美容、塑形等标签的网红营养补充类食品涌现,如即食鸡胸肉、营养奶昔等。


焦点二:低度、混饮,Z 世代的小酌新时尚。巨量算数数据显示,去年,以“微醺”为关键词的短视频内容和视频播放量均呈现了高位增长。低度酒成为诸多年轻用户的“第一杯酒”。


焦点三:产品功能化,功能性食品受全网推崇。据 TGI目标群体指数显示,最近五年,功能性食品在年轻消费者中的渗透率逐年提升,功能性食品低龄化趋势显现。


焦点四:技术升级,激活“新茶”与“新咖”。“新茶”、“新咖”火热,各品类之间开启了混战模式,产品同质化问题愈发严峻,营销创新成为品牌突围的关键。


焦点五:年轻人钟情速食,银发族偏爱生鲜。特殊事件改变两代人的生活习惯,催生出方便速食和线上生鲜两大商业风口。


焦点六:酒香也怕巷子深,营销与产品并驾齐驱。在替代品多元,产品泛滥的时代,传统的食品饮料行业如何适应新媒体环境和消费者触媒习惯的变化,适时地调整营销战略,借助营销优势,快速打造网红产品在未来几年变得越来越重要。

 

爱立信:预计年底全球5G用户达5.8亿,2026年突破35亿


瑞典电信设备公司爱立信表示,预计到2021年底,全球5G用户数量将达到5.8亿,较去年的2.2亿增长一倍以上,到2026年将突破35亿。爱立信还表示,包括中国在内的东北亚目前拥有最高的5G用户普及率,其次是北美,但到2026年,北美5G用户普及率预计将达到84%,成为所有地区中最高的。

 

六、海外


移动电话反竞争案


Deep Dive


Big Tech is really under the microscope these days, in the US and across the pond in the EU and UK, over alleged anticompetitive practices. So, what’s the latest beef? The UK’s Competition and Markets Authority (CMA) watchdog group said it will take a deep-dive look into Apple and Google’s dominance of the mobile ecosystem. TechCrunch reports that the CMA is launching a wide-ranging market study to examine the pair’s respective iOS and Android smartphone platforms, as well as the App Store and Play Store, and web browsers Safari and Chrome. Why? The CMA is concerned about the nested gateways that are created as a result of the pair’s dominance of the mobile ecosystem. As intermediaries, they are gatekeepers to consumers’ access to a variety of products, content and services such as music, TV and streaming, as well as fitness tracking, shopping and banking. The CMA has been busy: On Friday, Google agreed that it won’t drop third-party cookies from Chrome without getting the go-ahead from the organization first. 


Big Critic Confirmed 


Big Tech critic Lina Khan was confirmed by the Senate on Tuesday to the Federal Trade Commission, at a time when the agency is looking to regulate companies such as Amazon Apple, and Facebook. Her appointment comes two months after she had raised strong concerns over competition in the tech industry during her confirmation hearing. The Senate voted 69-28 to confirm Khan, a 32-year-old law professor and a former staffer at the F.T.C. who was nominated to the agency by President Biden. Khan has warned of the cascading power of tech companies that has allowed them to easily expand their reach across markets, The New York Times reports. She will play a central role at the agency. The FTC is already investigating Amazon and filed an antitrust lawsuit against Facebook last year.

 

Pinterest发布 "Inspiration Nation "报告


Pinterest has teamed up with digital insight and strategy company, Sparkler to release its 'Inspiration Nation' report - unveiling new audience research designed to help advertisers better understand who the UK Pinterest audience is and how to communicate with them more effectively in their brand campaigns. 


As they look to reset how they engage with customers post-pandemic, many are struggling to identify where their audiences have landed and how they will target them in the future. 


Pinterest's report breaks down the UK Pinterest audience into segments that brands can authentically reach as an essential part of their marketing mix. 


These include 'The Conscious Go-Getter', a highly entrepreneurial and achievement driven segment, whose business-minded behaviour ranges from upcycling clothes to launching a make-up company, 'The Authentic Explorers' who love to be outdoors and amongst nature, 'The Digital Doers', a segment of self-defined geeks who love all things tech, including gaming, high tech vehicles, gadgets and cryptocurrencies, and 'The Aesthetic Seekers' who love fashion, art, design and see how they look as a creative expression of themselves. 


“For so long, marketers have been planning, buying, and creating ads for what we think people want, and not what they actually want. Our research identifies how unique and diverse each audience actually is and enables us to prove the value and range of opportunities available on Pinterest to connect with them" says Director of Business Marketing for EMEA at Pinterest, Visha Naul. "Pinterest is a diverse mix of dreamers, makers, creators and doers who all come to the platform looking to create an authentic vision for their future and build genuine experiences. Marketers tapping into Pinterest have the chance to shape it and even inform it.” 

 

Vungle收购JetFuel


Vungle, a mobile performance advertising company has acquired influencer marketing platform, JetFuel. 


JetFuel enables app developers and other advertisers to scale marketing campaigns across a network of over 15,000 fully verified influencers, with a combined reach of over 4bn Instagram followers, 1.5bn TikTok followers, and 100m daily Snapchat views.


The platform has innovated the global influencer market by automating campaign management and execution, removing the need for the time-consuming manual work that is characteristic of traditional influencer marketing. 


The company charges advertisers on a cost-per-action (CPA) basis, ensuring that advertisers achieve measurable outcomes with high ROI. 


JetFuel will enable Vungle to offer advertisers even greater reach in acquiring high-value users and the ability to target the increasingly valuable Gen Z market through engaging, influencer-owned viral content that drives action.


“JetFuel brings strong technical expertise and commercial success in social media and influencer marketing, creating a unique and valuable extension to our performance marketing platform that will empower not only our current customers but the next generation of digital entrepreneurs,” said CEO of Vungle, Jeremy Bondy. “We’ve been in awe of the company’s innovative, market-leading platform and the forward-thinking vision that makes the combination of Vungle and JetFuel so natural.”


整理自互联网

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