Morketing每日监测4.11: 电通安吉斯推出针对亚马逊业务的咨询公司Sellwin;快手小店交易连接微信小程序;IBM推出2019年营销趋势报告
日报

Morketing每日监测4.11: 电通安吉斯推出针对亚马逊业务的咨询公司Sellwin;快手小店交易连接微信小程序;IBM推出2019年营销趋势报告

【摘要】Morketing每日监测

1、戛纳国际创意节更新评审标准,以消弭作品中的歧视与偏见

 

日前,戛纳国际创意节宣布更新2019年评审标准,以保证入围作品中不含任何针对性别、种族、民族、年龄、残疾以及其他形式的偏见。

 

这一规定的落实,也是基于戛纳国际创意节与反刻板印象联盟(Unstereotype Alliance)的合作而来。2017年,联合国妇女署联合联合利华、宝洁等主要广告主在法国戛纳成立该联盟,旨在消除那些被广告强化了的性别成见,并集合各大广告公司集团,主张抛开歧视,为人类的福祉共同努力。

 

2、继奥迪后,宝马也拍“鬼片”了?

 

前不久奥迪拍了一支悬疑广告片之后,宝马最近又拍了一支“把鬼都吓跑”的恐怖片。女鬼站在漆黑的森林里准备给开车路过这里的人一个“惊喜”,车停下来之后,女鬼伸手打车门,车里空无一人,女鬼看到空着的座椅表示受到了惊吓,简直见鬼了。

 

实际上这是宝马新款无人驾驶汽车的宣传片,宝马打算在2021年推出两款自动驾驶辅助汽车,为了实现这一目标,宝马正在德国慕尼黑总部旁兴建自有的自驾车研究机构“Autonomous Driving Campus”,占地2.3万平方公尺,最终会有1,800名员工与500辆汽车。宝马利用无人驾驶汽车自动驾驶的特点,给观众讲述了一个开头很恐怖中间很惊悚结尾很搞笑的故事,现在的广告真的越来越皮了......

 

3、Tiffany推出非洲纪录片,与刘昊然为保护大象发声

 

近日,蒂芙尼和腾讯时尚联合推出纪录片《与你从未如此接近》,透过刘昊然的镜头,深入探索非洲肯尼亚中北部的桑布鲁国家自然保护区,走入这片属于野生大象的领地,追寻着野生大象的足迹,为保护野生大象发声。


 

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4、支付宝小程序与UC浏览器打通

 

继高德之后,支付宝小程序又跟阿里系另一App UC浏览器实现打通。用户可以通过UC浏览器及其他浏览器的神马搜索打开支付宝小程序。初期,支付宝综合小程序的质量、产品体验、服务体验等几个维度,推荐了部分行业的1000个优质小程序上线到UC浏览器。UC浏览器会基于优质小程序额外流量倾斜。

 

5、快手小店交易可直接连接至微信小程序完成

 

在快手App中,快手小店内的商品链接可以直接进入“快手购物助手”小程序,用户在此界面点击购买下单时会再次跳转到快手App直连的“魔筷星选”小程序,在此系统内通过微信支付完成商品交易。这是继2018年6月快手小店上线后,在快手站内通过有赞、以及站外跳转淘宝链接之后,快手小店内商品的另一种交易模式。

 

6、汉堡王移除贬损筷子文化争议广告并发表道歉声明

 

4月10日消息,汉堡王最近在新西兰投放的一则网络广告再次贬损了东方的筷子文化,招致亚裔强烈不满。 目前,汉堡王的广告已下架,该公司市场部负责人伍德布里奇表示:“我们对这则冒犯到(亚裔)社区的广告表示诚挚歉意。它并不能体现我们追求多元化以及包容性的品牌价值观。”

 

有网友指出,将东方流传几千年的传统餐具刻画成某种粗劣、原始的工具,说明西方某些大型企业至今仍未放下高人一等的姿态,它所暴露出的“文化迟钝性”令人咂舌。

 

7、再度上市后Levi's首发财报,净利同比增长81%

 

牛仔裤品牌Levi's公布了截至2019年2月24日的第一季度财务业绩,这也是其再度上市后公布的第一份财报。财报显示,Levi's第一财季利润为1.466亿美元,调整后净利润增长81%,达到1.51亿美元;营业收入为14.4亿美元,高于上年同期的13.4亿美元。上年同期,Levi's亏损1900万美元,主要原因是税法改变。

 

8、京东发布2019京东超市母婴战略:用户,产品,全渠道精准触达

 

4月10日,京东集团发布2019京东超市母婴战略:首先,京东超市母婴品类要以用户为中心进行用户精细化运营,深耕标签化用户运营模式;其次,京东超市母婴品类要以产品为先,以C2M反向定制加强产品的核心竞争力;第三,京东超市母婴品类将基于供应链核心能力,通过母婴垂直媒体、京链项目、物竞天择等无界零售解决方案,实现线上线下全渠道精准触达。

 

9、雪花啤酒再出新品,颜值与实力并存

 

继勇闯天涯 superX 和雪花匠心营造以后,雪花啤酒再次推出的第三支中高端产品——雪花 MARRSGREEN,同时宣布井柏然和何穗为品牌代言人 。品牌 slogan“世界虽然无聊,还好我会创造”传达出全新的品牌态度。新品依旧主打年轻化、高端化市场,打破啤酒常规印象,引领弄潮新风尚。



 

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10、IBM:2019年营销趋势报告

 

IBM Watson Marketing近期发布《2019营销趋势报告》,该团队认为,AI人工智能和机器学习将使超个性化成为现实,随着数据扩散及营销栈的优化,营销人员能够大规模地交付个性化内容。

 

在人工智能的帮助下,新一代营销人员正在涌现,营销人员将以新的方式来获得优势。市场上营销数据总监的职位会得到重视,更加精通技术的营销人员Martecheter将会出现。从以往历史来看,营销人员最重要的优势在于预算、工具以及才能,但随着行业从只雇用单一技能的营销人员转向注重客户体验和营销技术,这一顺序将发生逆转。AI人工智能的普及使用将促进“咨询公司”的出现,在客户体验分析和移动APP方面积累专业知识的需求将促使咨询公司和代理机构的能力趋于一致。

 

11、Facebook推出四种方法,屏蔽或阻止虚假信息及仇恨言论

 

Facebook宣布了四种方法,以屏蔽虚假信息和仇恨言论或防止其在该公司的社交网络平台上传播:1. 扩大与美联社的合作关系;2. 调整“信息流”算法以降低某些站点的排序等级;3. 对于群组成员屡次共享不良信息的“群组”,Facebook将缩小其覆盖范围,并规定群组管理员需为违反社区标准的行为承担更多责任;4. 与多方机构及人士展开磋商。

 

12、Univision将旗下美国科技媒体Gizmodo Media Group出售给私募股权公司Great Hill Partners

 

Univision is selling Gizmodo Media Group to private equity firm Great Hill Partners. The Gizmodo properties will be rebranded under the name G/O Media Inc. and led by James Spanfeller, the former CEO of Forbes.com and president of consumer magazines at Ziff Davis. Terms of the deal were not disclosed, but sources tell The Wall Street Journal they expect Gizmodo to be sold for well below the $135 million Univision paid for it in 2016. While Gizmodo is another example of a digital publisher selling below a prior valuation, Spanfeller sees great value in Gizmodo’s audience – 67 million people visited its sites in February. He wants to double down on programmatic ad sales as well as ecommerce paid content to whip the company back into shape.

 

13、Snapchat推出了针对创意、合作、合作伙伴广告的新功能

 

Snapchat announces new features geared at creativity, collaboration, partner advertising.Highlights from the first Snap Partner Summit include new AR experiences, upgrades to the company’s Lens Studio, a robust scanning feature for dynamic objects, improved Snap Kit capabilities for partners and third-party apps, and more.

 

Snapchat parent Snap Inc. on Thursday announced a slate of new features designed to help it keep pace in a digital environment that values efficiency, revenue opportunities, and cutting-edge creativity.

 

14、Google采用首价竞拍会加大其他DSP平台的竞争压力

 

Google announced last month that it would switch to a first-price auction in Google Ad Manager by the end of 2019. The move brings Google into parity with most demand-side platforms (DSPs) and creates a unified auction from all demand sources, thereby changing the dynamics of the second-price auction universe that it created.

 

This, along with removing its “last look” preferential spot in its ad stack, illustrates Google’s response to the broad perception that it has an unfair advantage in the programmatic waterfall. Header bidding has been nearly universally adopted by publishers to create a more even playing field via first-price auction in the header. This gave publishers more control over competition for their impressions.

 

15、电通安吉斯推出出咨询公司Sellwin,专门针对亚马逊业务

 

Dentsu Aegis Network launched Sellwin, an Amazon-focused consultancy, on Wednesday.The business is made up of six consultants, with access to another 130 specialists across Dentsu’s US agencies for things like ecommerce search, creating product page content and Amazon voice skills, said Sellwin President Travis Johnson.

 

The consultancy model is new for Dentsu, Johnson said, even though the holding company had Amazon expertise across its agencies.

 

16、谷歌云同埃森哲在保证安全的前提下帮助零售商管理、分析、连接海量数据。

 

Google is doing more to help companies connect, manage, secure and analyze ever-growing amounts of data.

 

At its Google Cloud Next conference in San Francisco, the company unveiled a raft of announcements over the last two days (the event officially runs April 9-11), including new open-source integrations, more AI capabilities and product-development partnerships with large consulting firms like Accenture.  Enhancements will assist large companies in areas such as data migration, analytics and cross-compatibility with competitors Amazon Web Services and Microsoft Azure.

 

17、Google旗下导航APP Waze推出程序化广告位

 

Waze is navigating toward programmatic.The traffic and navigation app owned by Google said Wednesday it has made its Zero-speed Takeover ad unit available programmatically in Display & Video 360 (formerly known as DoubleClick Bid Manager). The unit shows up as a banner ad at the bottom of the screen when a driver stops their car, and buyers can target Waze’s 115 million users with first-, second- or third-party data.

 

18、eMarketer:Snapchat用户数量继续缩减,Instagram从中获益

 

Snapchat is on track to lose US users for the first time this year, according to eMarketer, thanks in part to continued aftershocks from its disastrous 2018 redesign.

And Snap’s loss could be Instagram’s gain.Monthly users are set to decrease 2.8% year over year at Snapchat to 77.5 million, which is significantly lowering its growth outlook for the platform in a revised forecast eMarketer released Wednesday. Snap's stock was down around 5% Wednesday morning.

 

19、LUMA:2019年第一季度广告技术行业表现达标,电视行业和数据的冲突加剧、DTC成热点、私募股权公司、营销云领域并购加速

 

Q1 2019 in a nutshell: Ad tech isn’t doing as poorly as you’d think (all things considered), TV and data are colliding, DTC is sizzling, private equity is still gung-ho on M&A, and so are the marketing clouds.

 

It’s not a bad report card, despite a general sense of caution and trepidation about macro factors in the economy, said Terry Kawaja, CEO and founder of investment bank LUMA Partners.“The fear of a market decline is what will keep us away from one,” Kawaja said.

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