每日监测

Morketing每日监测12.29:苏宁2019年要刷10万面农村墙体广告;瑞幸咖啡正加快赴港IPO;电商法元旦实施微商代购结束野蛮生长时代;

Rita Zeng  · 2018-12-29 10:06

【摘要】 每日资讯速览

1、苏宁加速渠道下沉:2019年要刷10万面农村墙体广告

 

在一二线市场接近饱和的情况下,苏宁继续渠道下沉。苏宁拼购总经理张奎表示,“2019年我们将刷10万面农村墙体广告。”苏宁拼购正在与苏宁易购、苏宁金融、苏宁物流等苏宁生态圈的体系开展支付、会员、商品传播等方面的合作。对于客单价,张奎透露:“比友商高约30元。”


2、瑞幸咖啡或正加快赴港IPO

 

据外媒报道,瑞幸咖啡已把IPO事宜提上日程,正在与海外投资银行展开初步讨论,最终有可能在明年上市,最有可能的上市目的地是香港或纽约。通过网上企业认证信息查询,瑞幸咖啡已经在境外注册瑞幸咖啡(香港)有限公司。


3、经参:电商法元旦实施,微商代购结束野蛮生长时代

 

《经济参考报》刊文称:《电子商务法》将于2019年1月1日正式实施,届时电子商务各方主体的合法权益、电子商务行为规范有了一部专门法,这也是我国电商领域首部综合性法律。业内人士指出,之前个人卖家无须进行工商登记,一直处于监管外围和“灰色地带”,《电子商务法》的实施将结束这一野蛮生长的状态。


4、吴亦凡联手小米生态链企业,推首个个人品牌A.C.E

吴亦凡推出首个个人时尚品牌A.C.E。今日,A.C.E.品牌在天猫开店内测,暂时未上架商品。目前,A.C.E.目前尚未开设线下店铺,所有商品都在天猫独家售卖,开业推出的新品包括近20件金银饰品,涵盖“无畏”“TENNIS”“A.C.E.”三系列。其官方微博企业认证为天津星运文化发展有限公司,出资方为小米生态链企业幸运如我(北京)珠宝有限公司。


5、天猫国际计划将商品数扩容至百万

天猫国际公布新年发展计划:布局新增试点城市,在原先100万平方米保税仓基础上继续扩展,3年内达到20个保税仓及10个海外仓,以支撑海外6大采购中心的商品输出。天猫国际推出的“双百计划”也指出,2019年加强与海外大集团品牌的合作,将跨境商品数扩充至100万以上。跨境电商零售进口新政将于明年元旦实施, 政策红利将惠及37个跨境电商综合试验区城市。


6、哔哩哔哩电竞公司开通微博,发布品牌logo

 

哔哩哔哩今日正式开通电竞官方微博,同时发布品牌Logo。哔哩哔哩电竞公司的Logo设计继承了B站代表性元素以及电竞概念。Logo以bilibili的蓝色作为主色调,另配以灰、白色辅助。图形上也继承了bilibili的小电视与闪电元素,侧面图形由电竞“E-sports”首字母“E”与“S”组合构成。


屏幕快照 2018-12-29 上午9.56.44.png

  

7、居然之家设新零售管理部,260家店两年内完成数字化改造

居然之家总裁王宁今年意识到,做改革,组织要先变化,为此,居然之家专门成立了一个新零售管理部。整个2018年,居然之家上线了天猫旗舰店,并对北京金源店进行新零售改造,为41家门店新零售工具做了升级,预计一到两年的时间,天猫新零售将完成在居然之家全国现有260多家连锁分店范围内的数字化的交易支付改造。

 

8、永辉苏宁入场社区拼团,供应链是命门

 

永辉超市近期在多个城市开始低调运营社区拼团业务,苏宁小店也将此业务作为明年的发力方向之一。有资深生鲜行业人士认为,目前社区拼团多集中在水果等生鲜品类,最后会发展为重度垂直的品类竞争,而品类竞争实际上是供应链竞争,相比“纯线上的轻模式”,实体零售的供应链优势将更为明显。


9、迪士尼这支广告很萌「鸭」


巴黎迪士尼推出暖心超萌广告,讲述了一只小白鸭和偶像唐老鸭的故事,小白鸭在偶像的影响下拥有了直面风雨的勇气,影片的结尾是二者相见,引出迪士尼是一个让「魔法成真的地方」,点出每个人都应该拥有梦想。



10、百事可乐请众星演绎「上天」


百事可乐今日上线贺岁大片《摘星者》,片中集结了邓超、张一山、刘昊然、周冬雨等众多明星共同演绎「摘星之旅」,以宇航员上天作为题材,把太空具象化成最遥远的距离,致敬为梦远行的摘星者,传递「无论在哪,家永远都在身后」的温暖理念。



11、Xaxis:2018年网络营销测量报告


随着网路营销的不断发展,营销人员经常关注可以提高利润和收入的新策略和技术。但对于那些希望改变媒体支出评估的人来说,网络效应和沉没成本会产生干扰。


2018年10月,Xaxis调查了全球4,798名高级网络营销经理,16%的受访者表示重新评估网络媒体支出的主要障碍是行业已经过于依赖正在使用的指标。另有14%的受访者表示他们无法改变目前的指标,因为企业过于依赖目前使用的指标。


Xaxis北美公司首席执行官Matt Sweeney 表示:“标准指标的建立通常需要数年时间,需要营销人员、发行商、第三方和行业机构协同作业。”


12、2018年最糟糕的影响力营销

 

Logan Paul unleashes more brand-safety concerns with YouTube


On the first day of 2018, YouTube influencer Logan Paul’s video, “We found a dead body in the Japanese Suicide Forest,” was pulled down from YouTube after generating more than 6 million views. The video, which showed Paul standing next to a dead body, immediately sparked a public outcry and made brands question a platform that already had its fair share of brand-safety concerns. YouTube temporarily dropped Paul from its Google Preferred program and several projects were dropped with Paul losing several brand sponsors. However, 10 months later, and Paul, with 18 million subscribers on YouTube, is still making a profit from ads running on his YouTube channel and his merchandise line Maverick. Forbes placed him as No. 10 on its Highest-Paid YouTube Stars list after he made $14.5 million in 2018.


13、亚马逊广告2018年的重大进步意味着什么?

 

It’s easy to over hype things, but 2018 will be remembered as a momentous year for Amazon’s advertising business. It is estimated to now be the third-largest ad seller in the U.S. behind Google and Facebook with 4% market share (keep the over-hype in check). What will fuel further advertiser investment are the kinds of product changes and developments we saw this year.

 

Amazon still categorizes its ad business under an “other” line item in its earnings reports, but that segment topped $2 billion for the first time in Q1 and continued to see triple-digit growth year over year in the following quarters, reaching $2.945 billion in Q3.

 

From our own Amazon Advertising Forecast 2019, based on a survey of more than 600 marketers, what stood out is the amount of runway ahead for Amazon advertising in terms of growing advertiser adoption, investment and development. Of the 80% of respondents who said they plan to increase Amazon advertising budgets next year, 60 percent expect to spend as much as 25%  of their annual digital ad budget on Amazon. More than half plan to fund increased spend with incremental budget, 30% plan to shift budget from search, 24% said budgets will come from display or other non-digital budget lines such as print or TV and 21 percent said budgets will come from paid social.


14、2018年哪些广告技术最火


As 2018 comes to a close, we’ve seen a number of positive trends giving ad tech more hope than ever moving into 2019, including major advances in technology and rebuilding marketers’ trust with greater transparency and control.

 

Of course, challenges still exist, including regulations, consolidation and the need for marketer education, to name a few.

 

General Data Protection Regulation (GDPR) and Intelligent Tracking Prevention (ITP) take center stage

 

The big story of 2018 was undoubtedly GDPR and its impact on the ability to target users based on their browsing habits. Between GDPR and ITP, Apple’s iPhone feature that makes effective retargeting next to impossible in Safari, we went from users experiencing never-ending ad retargeting, much like Ace Ventura’s never-ending demonstration of sound-proof glass ...


15、通过个性化数据策略构建更具情感的体验

 

A successful audience management strategy requires fresh, emotionally engaging content. Brands can do this by moving away from traditional segments and toward real-time, individualized data to elevate the digital experience. Here are three audience management strategies marketers can use to supply new and captivating content.

 

Get the full picture of your audience

 

Developing a holistic understanding of your audience – their intent, interests and behavior – is the single most important factor in building more meaningful customer relationships. Create multi-dimensional audience segments using first, second and third-party data sources to achieve a 360-degree customer view and level of hyper-personalization that helps foster lifelong brand loyalty.

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