Morketing每日监测3.12:未来,干掉广告公司的是网红;瑞幸祭出现金补贴刷流量;BOBBI BROWN官宣倪妮成为品牌全球代言人;
日报

Morketing每日监测3.12:未来,干掉广告公司的是网红;瑞幸祭出现金补贴刷流量;BOBBI BROWN官宣倪妮成为品牌全球代言人;

【摘要】每日营销资讯

1、IMS李檬:未来,干掉广告公司的是网红


近日,IMS新媒体商业集团CEO李檬在某汽车MCN行业大会上的一段演讲视频引发了全行业的热议,他表示:传统服务模式的广告公司在未来将不复存在。移动互联网环境下,传统的品牌代理服务模式似乎已经无法满足当下客户的需求。具有网红IP孵化能力以及商业创意内容制作能力的MCN机构/KOL正在逐渐抢占4A广告公司的业务,广告公司正在面临超出想象的严峻挑战。

2、2019年,下一个营销新契机在哪?


在罗伯特·麦基的著作《故事经济学》中,提及了一组Adobe公司的市场调查数据——2015年,市场营销人员中有76%的从业者认为:市场营销在过去两年内的变化,要远大于自电视诞生之后的数十年。

如今,“剧变”一词已经成为人们在谈及广告营销行业时会使用的高频词汇,即使他们语气中的胆怯多于期待与兴奋。


3、亿滋国际召集全球创意比稿,全部品牌或将面临大洗牌

食品巨头亿滋国际(Mondelez International)在全球范围内为旗下所有品牌发起创意比稿。


《Adage》于上周五最早报导了这则消息,来自亿滋国际的发言人称,亿滋国际希望不断的审视自身同合作伙伴之间的关系,要保证自身有足够的能力可以应对未来发展,同时还要基于新的发展战略和运营模式,迅速让企业内部完成数字化转型,目前全球创意比稿还处于初期发起阶段。


目前还未确定的是,亿滋国际是否要寻找外部第三方机构来进行比稿审查工作,有多少家公司参与此次比稿也尚未可知。


4、BOBBI BROWN官宣倪妮成为品牌全球代言人


3月11日,一向以“简单、真实”为品牌理念的美国高端专业彩妆品牌——BOBBI BROWN芭比布朗,正式宣布娱乐圈当红“中花”倪妮成为芭比布朗 2019新任全球代言人之一,并发布了名为“美无需他人定义”宣传片。



5、蘑菇街探索“设计师×时尚主播”商业模式

 

近日,蘑菇街与海上丝绸之路国际时尚周组委会共同发起2019明星主播盛典活动,探索“设计师×时尚主播”商业落地模式。该模式旨在开创独立原创设计师与时尚红人直播合作的模式,将传统设计师品牌发布秀与时尚红人主播平台打通,帮助设计师拓宽线上销售渠道。

 

6、京东王滔:京东美妆2019年将自创更多营销IP

 

京东商城时尚居家平台事业群美妆业务部总经理王滔表示,2019年京东美妆将从四方面布局无界零售:一是继续打造标杆品牌,二是引入更多美妆新品牌和新产品,三是打造美妆生态,四是加强内容引流,自创更多营销IP。

 

7、瑞幸咖啡开始与券商谈判,祭出现金补贴刷流量

 

瑞幸咖啡通过其官方微信公布了新一轮为期10周的现金补贴方案。据一位知情人士透露,瑞幸咖啡此举最主要的目的还是为上市铺路。该知情人士表示,瑞幸咖啡目前已经进入与券商商谈阶段,瑞幸咖啡亏损现状难以改变,只能通过补贴刷量让数据更好看。

 

8、美团平台2018年总交易金额为5156亿元

 

美团点评披露财报,2018年总营收为652亿元,同比增92.3%;另外,受收购摩拜、发展出行等新业务持续投入的影响,美团2018年在排除优先股等特殊会计处理后,经调整的亏损净额为85.2亿元。美团平台的总交易金额由2017年的3572亿元增至2018年的5156亿元,同比增长44.3%。

 

9、知乎App视频产品再升级,增加“视频回答”入口

 

知乎App再次改版,视频产品和功能进一步升级。增加“视频回答”入口,视频流归属在对应的问题下,首页上的视频专区不再保留。此次升级后,知乎站内所有新增和存量视频,都会按照新的方式呈现。视频的排序将综合考虑播放量、赞同数、评论等因素,确保解答效果好的视频排在靠前位置。

 

10、英伟达拟70亿美元收购Mellanox,减少对游戏领域依赖

 

一位知情人士周日表示,英伟达接近达成以逾 70 亿美元现金收购Mellanox Technologies Ltd的交易。该交易将是英伟达有史以来规模最大的并购交易,将提振其数据中心芯片生产业务,使其降低对视频游戏行业的依赖。英伟达是游戏行业的主要技术供应商,游戏和数据中心领域是英伟达的主要营收来源。

 

11、百度搜索全面接入智能小程序:权重提升、开放更多流量

 

有开发者透露,百度正在加速开放更多搜索流量给智能小程序开发者。具体政策包括:对于同质量内容,智能小程序在搜索中会有更高的权重,能得到优先展示,获得更高流量。数据显示,百度智能小程序的服务已经覆盖262个细分领域,月活用户超过1.5亿。目前,百度智能小程序已全面开放申请,开发者可搜索“百度智能小程序”,进入“智能小程序官网”申请。

 

12、#Cover:商业广告为何正变得越来越像公益宣传片?

 

“我们相信不论你是谁,来自何处,与谁相爱,信仰为何,所有人都属于这里。”随着大字幕的滚动,不同人种的面孔出现在屏幕上,“世界因包容而更美好。”


最后在# weaccept 的标签下缓缓升出 Airbnb 的标志,这是这家企业在 2017 年超级碗投放的广告。这类的广告近些年正在变得普遍,尤其在超级碗这样的年度广告比拼场上——它们并不是非盈利的公共服务,却显出同样的特质;比起对其产品的介绍,它们更关心一些社会问题。

 

“资本总想显示他们是站在我们这一边的,而且非常关心世界。” The baffler 的专栏作者 Yasmin Nair 在其最新刊中讨论了这个话题。而随着一些社会政治分歧的广泛加大,尤其是特朗普当选以来,曾经还犹豫不决的企业,现在已经准备好在远超出于产品本身的话题上表达政治立场。

 

13、肯德基在成都开了家杜甫草堂主题餐厅

 

肯德基最近在成都新开的门店颇具城市特色——这是一家杜甫草堂主题的门店,门头上有祥云图案,墙面和桌椅上都有不少杜甫作品元素在内……


这家名为天府锦绣的主题餐厅是肯德基最新的博物馆合作主题项目。肯德基与成都杜甫草堂博物馆联名,将门店装饰成兼具草堂文化展示功能的门店,据悉杜甫草堂博物馆的社交项目《草堂一课》也将不定期在餐厅内开展。

 

155227944799082600_a580xH.jpg 

 

14、瑞银:拼多多GMV三年将超2万亿,薄弱公众沟通能力成主要短板


瑞银分析认为,作为2.0代电商,拼多多已经成为中国第二大电商平台,并且仍将延续高速增长。2021年,拼多多的年活跃用户将达6.28亿,与阿里巴巴集团2018年底的用户数持平;2023年,拼多多的用户年平均消费将达3823元,超越以高客单价为代表的京东当下的水平。瑞银认为,薄弱的公众沟通能力,已成为公司发展的重要短板。


15、Martech可以提供个性化的消费体验,但营销人员仍然很重要

 

n the ever-evolving age of digital marketing, marketers are competing against many things: time constraints, a noisy marketplace, endless channels and formats for content, just to name a few. But the most challenging is delivering contextually-relevant content. Brand marketers are beginning to see help come from artificial intelligence. The talk of AI and martech isn’t new, but real use cases are now becoming a reality. Specifically, AI lends itself well to analytics and predictive data that marketers are now using to deliver what people care about most at any given moment. By taking into account all of the detailed data points across every digital channel over the lifetime of a brand-and-customer relationship, marketing is becoming increasingly relevant and personalized.


Data is the fuel for AI

 

AI has proven most useful in analyzing data and putting meaningful optimizations to work in real-time. It has the potential to greatly collapse the time-to-market for optimization as compared to traditional operational processes that take weeks or even months to deploy, analyze and improve based on the results. It helps brands understand what, when and how to serve customers to drive the dream state marketers have been aspiring to reach for a long time: real-time contextual relevance.

 

16、“不愿意承担足够的责任”,安全监管成为SXSW的焦点

 

Conversations around tech policy and consumer privacy were undoubtedly going to dominate SXSW. But Sen. Elizabeth Warren, a Democratic presidential candidate helped steer the conversation to solutions, rather than just knee-jerk reactions, with her proposal to break up the tech giants just ahead of the 10-day conference. Warren elaborated on the plan during her SXSW keynote on March 9.


“With giants like Amazon and Google and Facebook, do you know how venture capitals talk about the space around them? They call it the kill zone because they don’t want to fund businesses in that space because they know Amazon will eat them up, Facebook will eat them up, Google will eat them up,” Warren said.

 

Throughout SXSW, panelists in media, tech and politics were asked to comment on Warren’s proposal and the broader topic of regulation. The general consensus was that the tech industry did need some type of regulation in order to improve competition and protect consumers.

 

17、Hulu Peter Naylor:“传统电视已达到上限,天花板正在下降”

 

Already the market leader in over-the-top advertising, Hulu is prepping for another big year as viewers continue to flock to connected TV screens — and advertisers chase after them.

 

For instance, Hulu has grown its revenue from direct-to-consumer and performance marketers by 85 percent year over year, the company said. Peter Naylor, Hulu’s svp of ad sales, did not say how much of Hulu’s overall ad business, which totaled $1.5 billion in 2018, is coming from DTC companies; but the streaming video giant is already working with more than half of the DTC companies listed in the IAB’s list of top 250 DTC companies, Naylor said.

 

“The estimate is that there are about 3,000 of these companies who are disruptor brands and DTC brands — we are chasing that,” said Naylor. “The growth is coming, and we like it.”

 

18、B2B营销人员应该像前几代一样戒掉千禧一代?

 

In recent years, business-to-consumer marketers have been rightly obsessed with millennials because they are increasingly becoming household decision-makers. At the same time, they are becoming decision-makers for corporations and small businesses as well. In fact, 73 percent of millennials who work in business are involved in the technology-purchasing process for their companies.

 

It’s time for B2B players to wake up to that reality and start appealing to this generation in a new way. Millennials, who are between 22 and 37 years old, have different mindsets and different media consumption patterns than Generation X or Baby Boomers. What’s particularly important to know: 84 percent of millennials simply don’t trust traditional advertising.

 

Digital media – particularly social media and video – is a great way to reach them. With that in mind, here are three ways B2B brands can gain new customers from millennial decision-makers.

本文由Morketing整理发布,转载请联系原作者。

已有1人收藏

已有1人点赞

发表评论

请先注册/登录后参与评论

已有0