Morketing每日监测7.8:营销人员认为促销视频能带来最高转化率;漫威电影内地票房破200亿,英雄远征》单人总票房第一;传腾讯新游戏要求渠道3:7分成
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Morketing每日监测7.8:营销人员认为促销视频能带来最高转化率;漫威电影内地票房破200亿,英雄远征》单人总票房第一;传腾讯新游戏要求渠道3:7分成

【摘要】每日营销资讯

1、Kantar:媒介权利报告


Kantar Millward Brown发布了第五个年度“媒介权利报告”,约3/4的广告客户、代理商和媒体公司认为他们的组织已经实现了最佳的媒体组合,但有一种混合方式是人们缺乏信心的,即品牌建设与绩效营销之间的平衡。


近3/4的媒体/出版商(73%)和广告代理商(74%)确信他们在长期和短期目标之间取得了平衡,但广告客户对此持怀疑态度,只有52%的受访者确信已经取得了平衡。问题的关键是ROI(投资回报)测量有关,这仍然是营销界面临的最大挑战。56%的受访者监控和测量大多数或所有活动的投资回报,但是接近一半的受访者无法这样做。


投资回报率测量与预期不符是另一个问题。85%的受访者认为最重要的投资回报率指标是短期销售和长期宣传的混合。但是,只有52%的人使用这种方法进行ROI测量。


2、SmartBrief:营销人员认为促销视频能带来最高转化率


SmartBrief对品牌营销人员和广告代理商进行了调查,以了解营销人员对网络潜在客户生成的理解和态度,特别是登录页面。根据调查,超过30%的受访者预期平均转化率为10%或更低,超过一半的营销人员预计平均转化率为20%或更低。我们惊讶地发现,少数受访者预期转化率可达到50%或更高!只有24.5%的受访者说他们“总是”或“经常”测试他们的登录页,16%的受访者“从不”测试他们的登录页。


3、传腾讯新游戏要求渠道3:7分成


据游戏行业自媒体 GameLook 报道,腾讯近期与国内各大安卓渠道摊牌,要求新游戏按3:7分成,其中已知被腾讯拿出来与各大渠道谈判的产品、就包括了最近刚刚发布的《剑网3:指尖江湖》以及《跑跑卡丁车》。


4、漫威电影内地票房破200亿,《英雄远征》单人总票房第一


据猫眼数据,《蜘蛛侠:英雄远征》中国内地票房已达10.58亿元,超越了《惊奇队长》,在漫威电影的中国内地总票房中排行第五。蜘蛛侠系列电影官方微博也宣布,《蜘蛛侠:英雄远征》成为了漫威单人超级英雄电影总票房影史第一。漫威电影宇宙(目前23部)在中国内地的总票房也已突破200亿元。


5、任天堂社长古川俊太郎:我们必须跟上云游戏的脚步


据The Verge报道,在一定程度上,任天堂的Switch游戏机是云游戏的最佳使用场景,其便携性是其他游戏主机不可代替的。当任天堂高管在今年的年度股东大会上被问到他们对云游戏的看法时,任天堂社长古川俊太郎以及“马里奥之父”宫本茂表示,承认云游戏技术会成为未来的发展方向之一,任天堂也必须要跟上技术发展的脚步,但并非全部。


6、鹿晗与卡地亚,带你逛一逛中西文化交融的北京


近日,卡地亚又携手品牌挚友鹿晗及NOWNESS,联合拍摄了短片《北京小鹿》,探索北京的传统和现代,历史和青春,在“有界之外”品味这里传承千年的历史,中西文化的交融。



7、民生信用卡的降温指南,能拯救热炸了的北方人吗?


近日,全国大部分地区进入高温炙烤模式,央视段子手朱广权一句调侃“热得你走出半生,归来全熟!”,引发无数人对炎炎夏日的吐槽,不过幸好,民生银行及时推出了一份《灵魂降温指南》,也许能帮你成为冰凉清爽的cool guy。


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8、Tiktok 聘请4家广告代理机构,欲加大在美国市场的营销力度


TikTok, the short-form video app popular among teens, confirmed that it has hired four agencies to handle its U.S. advertising efforts: PRA, IPG Mediabrands' Initiative, Montreal-based agency Sid Lee and Channel, a small creative and production shop based in San Francisco.


A TikTok spokeswoman declined to provide additional details, including whether or not the new partnerships are the results of a review.


9、《经济学人》利用电子邮件防止用户流失


When it comes to content, The Economist takes the view that value trumps volume, a view that extends to its email newsletters.


That’s why it has honed design and content changes to its two flagship newsletters so they act as standalone editorial products that suit the readers’ needs, rather than launching additional email newsletters. In recent months, the publisher has changed the daily newsletter to align with the content of its subscriber app to show the breadth of content while still chosen by editors. Making these changes led to an increase in newsletter referrals of 41%.


10、宾夕法尼亚法院称:亚马逊应对外部供应商销售的次品负责


Siding against Amazon, a federal appellate panel ruled the company may be liable for a shoddy product sold through its marketplace.


The decision, issued Wednesday by a panel of the 3rd Circuit Court of Appeals, stems from lawsuit brought by Pennsylvania resident Heather Oberdorf, who alleged she was severely injured by a defective product she purchased via Amazon.


11、Gmail的AMP如何帮助营销人员提高用户参与度


Gmail turned 15 earlier this year — and with it, the Accelerated Mobile Pages (AMP) feature is now a year old. AMP functionality was built to allow brands to be more creative with their email marketing strategies, offering increased opportunities for more engaging, interactive and streamlined experiences for Gmail users.


With AMP, marketers can code emails that allow Gmail subscribers to interact with email content without leaving Gmail to improve the email experience. The benefits of this are extensive. The functionality at its finest could enable marketers to build interactive content to stay relevant and reduce friction in the purchase process and ultimately increase conversions.


12、Descartes Labs只用5000美元与亚马逊云打造世界最强之一的超级计算系统


Twice a year for the last 26 years, TOP500 publishes a list of the 500 most powerful commercial supercomputers. This most recent list includes a historical first: satellite imagery and data company Descartes Labs rated on the list at #136 — making it the only one of its ilk to run completely on the cloud.


Descartes Labs' computer uses Amazon Web Services, the retailer's market-leading cloud platform. This system can model how people and companies use natural resources at a global scale, simulate weather, and measure earthquakes.


13、面对来自美国科技公司的压力,英国广播公司的VOD之战愈演愈烈


The battle between broadcasters for advertising budgets in the U.K. is shifting from linear TV to video-on-demand.


Sky, ITV and Channel 4 are accelerating efforts to make their own VOD services more compelling for advertisers, and stave off the threat of tech platforms YouTube, Facebook and increasingly Amazon.


14、Google 宣称改变DV360中的环境设置及位置定位


In an effort to provide advertisers with more accurate and granular ad targeting options in Display & Video 360, Google will be launching a revamped experience for environment and position targeting settings on August 26, 2019.


The changes will include updated targeting settings when creating or editing items individually or in bulk, updated dimensions in Reporting and a new version of Structured Data Files (SDF) to support the targeting overhaul.


15、67岁的《Mad》 杂志宣布:停止出版


MAD Magazine is coming off newsstands after a 67-year run.


The famed satirical magazine featuring the freckled face of Alfred E. Neuman will stop publishing new material outside of its end-of-year specials, owner DC said in an email.


In a few weeks, the bi-monthly publications will only feature vintage MAD content and be sold at comic stores. The magazines will still be mailed to subscribers, and DC will continue to publish MAD books and special collections.


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