Morketing每日监测9.16:Yahoo! 将收购日本最大时尚电商 ZOZO;百事在美国开始推“顾客忠诚计划”;微软的响应式搜索广告现对所有广告商开放
日报

Morketing每日监测9.16:Yahoo! 将收购日本最大时尚电商 ZOZO;百事在美国开始推“顾客忠诚计划”;微软的响应式搜索广告现对所有广告商开放

【摘要】每日营销资讯

甲方


1、Yahoo! 将收购日本最大时尚电商 ZOZO


日前,ZOZO 的创始人和公司社长前泽友作在自己的 Twitter 上发出消息,确认公司将被 Yahoo! 日本收购。属于日本软银旗下的 Yahoo! 日本将以约 4000 亿日元(约合人民币 262 亿)的价格拿下 ZOZO 公司 50.1% 的股权,并且前泽友作当天就辞去了公司职务,社长已将由泽田宏太郎接任。随后 ZOZO 公司官网也发出公告确认了这一消息。


2、百威亚太重启港股IPO计划,最快9月内登陆港交所


暂停两月后,昨日百威英博在其官网发布公告称,百威英博亚太地区子公司恢复在香港联交所的上市申请,保荐人为摩根大通和摩根士丹利。据了解,百威之前每股招股价介于40至47港元,不计算超额配股权,最多集资约764.47亿港元(折合人民币693.84亿元)。按此计划,这可能将是2019年全球最大手笔IPO。


3、百事在美国开始推“顾客忠诚计划”,将为购买饮品和零食的用户返现金


目前在美国,顾客每买一份百事饮品和零食组合,就可以通过扫描包装获得10%的返现,每返满2美元可直接到账顾客的电子账户。该计划将从当地时间9月12日开始。数据显示,过去六年可口可乐销售额仅增长了8%,而百事可乐的销售额实际下降了9%。简单的说就是可乐过得都不好,但百事过得还不如可口。


4、《巴伦周刊》:拼多多、爱奇艺、微博受益于中产崛起


近日,美国权威媒体《巴伦周刊》的研究报道称:拼多多、爱奇艺、微博等为代表的以中国生产和中国消费为核心导向的企业,将在新一轮的经济变化中做出更大贡献。在上述背景之下,他们推荐的三只股票在过去一个月均录得上涨,其中拼多多上涨高达60%。


乙方


1、迪士尼计划出售游戏业务 FoxNext


彭博社援引知情人士消息称,FoxNext 是迪士尼 710 亿美元收购 21 世纪福克斯的交易中获得的娱乐资产,现在迪士尼准备将其出售。FoxNext 成立于两年前,基于 21 世纪福克斯的娱乐 IP 制作免费的手机游戏,比如《阿凡达》。


2、微软广告:微软的响应式搜索广告现对所有广告商开放


外媒报道,微软正在向所有广告商开放其响应式搜索广告测试版。没有专门的微软广告帐户团队的广告商可以通过申请加入测试。响应式搜索广告最早由谷歌引入,根据搜索查询自动调整广告。这使得广告商可以测试上千种标题和描述的组合,而无需创建多个广告系列。广告商提供多达15个标题和4个描述,微软为每个搜索者提供理想的组合,广告组合最多可以包含3个标题和2个描述。


3、时趣成为2019方太集团社会化营销合作伙伴


2019年8月,凭借集团优秀的数据分析优势和对社会化营销的独特见解,时趣上海在参与公开招标的多家agency中脱颖而出,一举成为方太集团社会化营销合作伙伴。方太专注于高端嵌入式厨房电器的研发和制造,拥有九大产品线,致力于为追求高品质生活的人们提供优质的产品和服务。“因爱伟大”是其一直秉持的品牌理念,面对全新的新媒体环境,如何让品牌微博成为品牌的一个更鲜明,更具有延展性的承载体成为了方太的重要课题。


4、汉威士赢得猫途鹰全球媒介业务


汉威士集团(Havas Group)旗下汉威士媒体 (Havas Media)经比稿赢得猫途鹰(TripAdvisor)全球媒介业务。旅行平台猫途鹰于今年2月份发起全球媒介业务比稿,并由AAR管理整个比稿过程。在此之前,是由All Response Media和Havas Edge,这两家效果营销公司,来分别打理猫途鹰在英国和美国的业务。


媒介


1、Adobe发布Auto Reframe功能,可输出社交媒体专属视频格式


近日,Adobe宣称将推出 Auto Reframe功能,以为社交媒体用户带来视频格式编辑体验。据悉,这项功能可以轻松地输出方形、垂直、16:9 等格式的社交媒体专属视频格式,以适配 YouTube、Instagram 网格、Instagram Stories等发布平台。


2、易车网收到私有化提案,腾讯组团收购


易车网发布公告称,其董事会已收到腾讯控股有限公司和Hammer Capital于2019年9月12日发出的一封初步的非约束性建议书信函,建议在私有化交易中以每股美国存托股票16美元,现金收购买方集团或其关联公司尚未拥有的所有已发行普通股。


3、CNN决定停播电子烟广告


美国有线电视新闻网(CNN)做出了决定——该平台将不再接受Juul或其它电子烟产品的广告投放,不过CNN也表示,随着卫生机构的调查深入,这项政策仍有可能在未来发生变化。


趋势


1、整合搜索、社交和显示渠道,亚马逊正挑战广告生态系统


几年来,我们一直听到亚马逊试图挑战谷歌和Facebook这两大数字营销巨头。然而,根据Forrester的一份最新报告,亚马逊在广告领域的持续扩张所带来的影响将远远超出科技巨头的范畴,营销人员、代理商和广告技术供应商都将感受到这种连锁反应。


Forrester分析师兼报告作者Collin Colburn表示,由于资本尚未出现大幅波动,所以谷歌和Facebook还没有感受到压力,但2020年将会是另一番景象。


2、创造联系:消费者对品牌的期望报告


Sproutsocial发布了新报告“创造联系——消费者对品牌的期望”。主要调查结果:社交媒体对品牌来说并不陌生,但是,品牌刚刚认识到通过社交媒体与消费者建立联系的价值。


人们相信品牌和社交媒体可以为促进联系的建立。尽管人们的感觉有差异,但91%的受访者相信社交在建立联系方面的力量。更具体地说,78%的消费者希望品牌能利用社交媒体来帮助人们相互沟通。社交是品牌与消费者建立联系的首要渠道。当被问及哪些沟通渠道为品牌提供与客户联系的最佳机会时,社交媒体排在首位。


3、毕马威:联网体验势在必行


毕马威发布了新报告“联网体验势在必行”,分析了2017年英国客户体验情况。品牌从来没有面临如此大的压力,不断改进已经成为常规。调查发现,期待首次成为体验的重要组成部分。客户体验的平均分不断下降,美国和英国之间的差距也在扩大。


报告强调了:期待的作用越来越重要,因为其对客户忠诚和销量提升的贡献越来越大。


消费者越来越喜欢以比较的方式谈论品牌体验,比如,和Y品牌的体验相比,X品牌的体验如何、如何。


消费者对品牌的期待和品牌实现期待的能力之前的差距越来越大。即使是顶尖的公司也必须一直努力才能保持优势。


期待在宣传和客户忠诚方面的重要性明显提高。这也解释了为什么企业客户体验平均分不断下降,因为大多数企业没能跟上消费者不断提高的期待。即使是客户体验得分较高的企业也必须一直努力才能赢得客户的信任。


海外


1.为何能从用户体验中塑造DTC品牌战略


At the heart of the direct-to-consumer (DTC) revolution is a fundamentally different relationship between brand and customer. That difference is driven by technology.


Trillions of pixels come together to attract and convert billions of people to a new way of consuming goods and services. You can’t find a more direct channel than a foot or two of air between pixels on a screen and the surface of your eyes.


Pixels fire as a result of a complex information architecture of technology and tools, culminating in user experience (UX). For DTC businesses, it represents no less than how every customer will think, feel and act. UX is brand experience.


2.《加州消费者保护法》的制定接近尾声


The California Consumer Protection Act is nearing its mostly final form. The legislative session closes on Friday the 13th (that’s not ominous), which is also the deadline for lawmakers to pass any outstanding bills. Hail Mary lobbying efforts by Google and other industry parties to defang the law appear to have stalled. And so don’t expect any substantive changes at this point.


Although there are still a few amendments in committee, and the governor still needs to sign the amendments that did pass into law, there are “no major amendments to the CCPA currently in print, so the law will go into effect largely unchanged Jan. 1, 2020,” tweeted Justin Brookman, director of consumer privacy and tech policy for Consumer Reports and a former FTC staffer. Now it’s up to the California attorney general’s office to draft implementation regulations to help businesses comply with the law.


3.美国各州检察长对谷歌在广告技术上的主导地位表示密切关注


A multistate probe into Google’s business practices is homing in on its ad tech holdings, The Wall Street Journal reports. A subpoena sent by the Texas attorney general, in partnership with other state AGs, has 200-plus questions and information demands. “Many of the questions appear designed to solicit evidence that Google engaged in anticompetitive conduct in building up its powerful position,” according to the story.


Earlier this week, Reuters touched a nerve with a separate report that alleged Google unfairly stifles ad tech competition, prompting a rare Google blog post in return. The ad tech industry is “famously crowded,” writes Google VP of product management Sissie Hsiao. Aside from other global giants, such as Amazon, Adobe and AT&T, Google competes with successful ad tech companies that are “less familiar to consumers but are publicly traded leaders.” Hsiao cites an AdExchanger story about businesses like The Trade Desk, Rubicon Project and Telaria that have gone through a recent growth spurt.


4.清洁产品制造电商Truman’s获Henkel(汉高)500万美元的投资


Truman’s, an ecommerce cleaning solutions manufacturer, announced a $5 million investment Thursday led by the German brand holding company Henkel, which owns popular household cleaning brands. Truman’s only launched this year, but picked up early traction with a viral LinkedIn video – an unusual corporate-first spin on the DTC playbook.


Truman’s, like many other DTC startups, ties its appeal to social issues. Truman’s ships concentrated cleaning solutions that plug into spray bottles filled with water, saving on water and plastic compared to bottles sold at a store. The startup initially turned down meeting offers from Henkel, not envisioning the business working with a major industry player, co-founder and CMO Alex Reed tells Ad Age. “They really believed this disruption in product is coming, and it was going to come from the outside,” he said.


5.出版商正逐渐抛弃第一代数据管理平台(DMPs)


The data-management platform (DMP) was sold as a tool with the power to turn publisher data into dollars. Vendors wooed publishers into signing multiyear contracts to use the technology.


But the expectations didn’t match reality. As those contracts have expired, especially this year, many publishers aren’t renewing them.


Just as marketers are moving from the DMP to the customer data platform, publishers are hitting the reset button, abandoning first-generation DMPs and trying out a new breed of segmenting engines that don’t require cookies.


6.NBC环球媒体的Denise Colella如何在电视上投放定向广告


People watching a TV show shouldn’t see ads they don’t care about.Transforming the TV ad experience to incorporate more targeting is a key mission of Denise Colella, SVP of advanced advertising products and strategy at NBCUniversal.


“There is no excuse. No one should have to watch a program and see an ad that’s completely irrelevant,” Colella said.


Back-to-school shoppers should see ads for Macy’s and Old Navy, and car buyers shouldn’t see a pickup truck if they’re looking for a luxury sedan. That customized experience should happen across every type of TV watching, from linear to streaming.


整理自互联网

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