Morketing每日监测11.04:谷歌Facebook广告寡头垄断遭三家“新势力”蚕食;2019年Facebook和谷歌占英国数字广告市场的68.5%;标致雪铁龙集团和菲亚特克莱斯勒集团合并;
日报

Morketing每日监测11.04:谷歌Facebook广告寡头垄断遭三家“新势力”蚕食;2019年Facebook和谷歌占英国数字广告市场的68.5%;标致雪铁龙集团和菲亚特克莱斯勒集团合并;

【摘要】标致雪铁龙集团(PSA)在官方微博上确认 PSA 和菲亚特克莱斯勒集团(FCA)正在商讨企业合并

甲方


1.汽车行业格局要变,标致雪铁龙集团和菲亚特克莱斯勒集团确认将合并


标致雪铁龙集团(PSA)在官方微博上确认 PSA 和菲亚特克莱斯勒集团(FCA)正在商讨企业合并,这证实了之前业内传出的小道消息,而仅仅一天之后,标致雪铁龙集团官微就宣布双方已经一致同意全面合并,“双方董事会已要求各自的管理团队敲定商谈细节,以便在未来的几周内达成具有约束力的谅解备忘录。”


2.双十一将至,拼多多、美团点评等22家电商企业被约谈


上海市市场监管局牵头召集拼多多、美团点评、国美在线、小红书、饿了么、洋码头等22家电商企业召开行政约谈会,通报网络市场存在虚假宣传、部分商品存在质量问题、随意更改促销活动规则等情况,要求电商企业依法依规开展集中促销活动。


3.Google 正式宣布21亿美金收购Fitbit


Google 就宣布了一个重磅消息--将以 21 亿美元收购可穿戴公司 Fitbit。谷歌设备和服务高级副总裁 Rick Osterloh 在宣布这一消息的博客中表示,购买 Fitbit 是“一个向 Wear OS 进行更多投资并向市场推出 Google 制造的可穿戴设备的机会。”Fitbit 成立于 2007 年,由 James Park 和 Eric Friedman 联合创立,公司选址于旧金山。


4.京东:双十一首日四线以下市场用户数同比增长104%


截至到11月1日24时的京东大数据显示,北京、上海、深圳、广州、成都成为首日下单金额最高的5座城市;而从增幅上来看,黄山、荆门、新余、南平、三门峡则排在前列。1日全天,低线级市场整体下单用户数同比增长104%,下单的新用户中72%用户来自低线级市场,焦作、保定、聊城、泉州、温州5座城市中的新用户占比最高。


乙方


1.华扬联众携手迅雷链发布营销平麦哲伦


11月1日,华扬联众(Hylink)携手迅雷链以区块链重塑数字营销生态,在京发布基于区块链技术的全新用户价值实现平台——“麦哲伦”CVP(Consumer Value Platform)。安踏、多点Dmall、猫眼将成为首批接入平台的品牌客户,在与各品牌会员系统集成后,平台将于近期对消费者逐步开放注册。


2.蓝标集团副总裁孔晶:新技术带来新挑战 城市营销是系统性工程


关于营销传播和打造城市品牌的理解与思考。孔晶表示:“营销传播行业正逐渐从传统的创意和资源密集型行业变成创意、技术、资源缺一不可的行业,将面临更为复杂的竞争环境。同时还面临着实现数字化转型的迫切需求。”


代言人


1.瑞士莲请来费德勒和辛芷蕾融情邂逅


瑞士经典巧克力品牌瑞士莲携手其全球品牌代言人网球名将罗杰·费德勒(Roger Federer)与中国区品牌代言人辛芷蕾共同拍摄LINDOR瑞士莲软心巧克力全新品牌宣传片。目前品牌宣传片完整版视频已正式发布,就此揭开了费德勒与辛芷蕾之间一场奇妙的融情邂逅。



2.韩寒出演了耐克的新广告,翻车了?


短片中,一个人在钢笔商店里一本正经的挑选“腔调笔”,结尾画面一转,韩寒穿着赛车服说:“腔调,是买不到的”,说完用钢笔画出耐克的logo。带着满头的问号看完之后,发现网友们都有共同的疑问,这支广告究竟在说啥?没看懂......



3.天猫双十一 | 百威的200个代言人


今年天猫双十一已经拉开了帷幕,而天猫和品牌方的联合主视觉依旧是双十一品牌宣传的头号阵地!百威作为啤酒霸主,今年正式成为英超西甲的官方赞助商,面对双11,更要坐镇主场,在180创意团队的共同努力下,给消费者奉献一场“我在我主场”的精彩大秀!


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媒介


1.财报季显示:谷歌Facebook广告寡头垄断遭三家“新势力”蚕食


众所周知的是,谷歌和Facebook牢牢控制着全世界网络广告市场,几乎通吃了三分之二的份额。这样的局面也引发了许多国家地区有关两家企业网络广告业务的反垄断调查。不过据外媒最新消息,三家互联网公司组成的一个“网络广告新势力集团”正在蚕食这两大寡头垄断者的统治地位。


据国外媒体报道,随着第三季度财报发布季节的到来,一些迹象越来越清晰:Snap(移动聊天工具Snapchat母公司)、Pinterest(以图片收藏为特色的社交网络)和亚马逊(电子商务巨头)的网络广告业务增长速度快于行业巨头,这给了各种规模的品牌商家更多的机会,使其广告营销支出多元化。


2.路透:美国政府已经对字节跳动启动国家安全调查


路透社援引不具名知情人士报道称,美国政府已经就字节跳动对该国社交媒体应用Musical.ly的收购启动了国家安全调查。美国外国投资委员会(CFIUS)已经开始审查此次收购,该委员会负责审查外国收购的交易是否构成潜在的国家安全风险。


3.“智慧零售”上线微信入口


11月2日,微信入口增添全新功能——“智慧零售”小程序,首个上线城市落地永辉总部福州,其中“极速到家”及“智慧零售商超”板块,由永辉云创旗下业态永辉生活·到家提供支持,将为福州用户提供生鲜及食品百货30分钟配送到家的服务。


4.优酷上线全网首个“即拍即知”的AI“现场解决方案”


优酷综艺平台宣布上线全网首个“即拍即知”的AI“现场解决方案”,为合作伙伴提供现场观众的反馈数据,助力综艺剪辑和营销优化。即拍即知意为综艺节目拍摄后24小时内就能知晓观众的真实反应,并及时作出优化调整。作为综艺制作史上首个AI“现场解决方案”,该方案包含采集、处理、分析、反馈四个环节。


趋势


1.eMarketer:2019年Facebook和谷歌占英国数字广告市场的68.5%


尽管英国脱欧和英国多个行业数字广告支出减少引发了广泛的担忧,但Facebook和谷歌在该地区数字广告市场的份额仍在继续增长。


到2019年,这两家公司将占据英国数字广告市场68.5%的份额,高于eMarketer先前估计的63.3%。这一比例高于去年的65.8%;到2021年,Facebook和谷歌在英国的市场份额将达到70%。今年,谷歌将从英国的数字广告市场获得82.7亿美元,Facebook将获得51.6亿美元。


2.Bluecore:2019年零售电子邮件报告


电子邮件是网络营销中最有价值的组成部分


随着以人为本的营销趋势的出现,以及GDPR等新的隐私法对收集和使用数据提出了更高的要求,电子邮件已经成为比以往任何时候都更重要的资产。


Facebook和谷歌在删除第三方数据和调整广告算法方面的变化也降低了付费媒体营销资金的效率,这只会提高电子邮件对现代营销人员的重要性。


3.2020年,首席营销官们将面对更为严峻的环境


在过去一年中,我们看到很多全球知名企业选择取消首席营销官一职。技术和市场调研公司Forrester在报告《Predictions 2020: CMO》中指出,明年,即2020年,首席营销官们将面对更为严峻的环境,甚至要为自身的存亡进行一场“殊死搏斗”。而对那些可以继续担任CMO的高管们来说,他们则要担负起比以往任何时候都要多的职责。


《Predictions 2020: CMO》还显示,在过去的二十年中,首席营销官一直负责的是长期品牌建设,但现在这一切都发生了巨大转变,首席营销官们甚至要对季度性的业绩表现负责,要以数据为核心对企业运营进行监管。这是一个相当困难的改变,这也导致了不少企业直接砍掉了CMO这一头衔,比如强生、家乐氏、麦当劳、网飞和沃尔玛。而当下仍然身处CMO之位的管理者们,则要进一步证明自己在驱动消费者增长上的价值。


海外


1. Google和Facebook在广告收入方面,正面临来自Snap、Pinterest和Amazon三巨头的挑战


Google and Facebook are still firmly in control of the online advertising market, but a group of challengers is eating into their dominance. With third-quarter earnings season is in the books, the trajectory is clear: Snap, Pinterest and Amazon’s ad businesses are growing faster than the industry giants, giving brands of all sizes more opportunities to diversify their marketing spending.


Facebook this week recorded 28% advertising revenue growth, its third straight quarter of sub-30% expansion. Google is now stuck in the teens after reporting 17% growth at the beginning of the week. EMarketer predicted earlier this year that, while those two companies would still control over half the market, 2019 would mark the first time their combined share of U.S. online ads would drop. Overall, the U.S. digital ad market will grow 17% next year to $151.3 billion, eMarketer says.


2. 谷歌斥资21亿美元收购运动手环制造商Fitbit


Google is acquiring Fitbit for $2.1 billion, or $7.35 per share, the companies revealed today.


With the purchase, Google gets access to a wearables business that is largely dominated by Apple Watch. Apple, for example, made $2.1 billion from wearables last quarter (a segment that includes both its watch and AirPods). Google will use Fitbit’s expertise to improve its own wearables, known as Wear OS, and introduce “Made by Google” wearables into the market. It also inherits Fitbit’s passionate user base – which includes 28 million active users. Both companies emphasized Fitbit’s security around user data.


3. 2020年全球移动支付市场预测:10.6亿人将会成为移动支付用户


The global payment market will hit a major milestone in 2020: 1.06 billion people are expected to make a proximity mobile payment. But even as countries like China and Sweden take steps toward a cashless society, most of the world will still rely on cash and cards.


In 2019, we expect 36.3% of smartphone users to make an in-store mobile payment at least once every six months. Nearly all users will be in Asia-Pacific and mainly China, which will account for a majority of worldwide proximity mobile payment users this year. Proximity mobile payments are also popular among smartphone users in India, Denmark, Sweden and South Korea.


4. 科技行业分析师预测,Facebook有可能会在感恩节前宣布禁止政治广告


Facebook’s controversy over its decision to allow politicians (but only politicians) to promote lies in ads has led to Twitter saying it would forbid political ads and Scott Galloway, a prescient tech industry analyst, predicting Facebook would ban political ads by Thanksgiving.


Yet, if such a ban materialized, Democrats would feel the brunt of it.


“If Facebook banned political ads, the first casualty would be Democrats' list acquisition programs,” said Brian O’Grady, principal at Clarify Agency, a liberal advertising and fundraising shop.


The change would be “catastrophic” to digital fundraising programs, and Democrats in particular, said Keegan Goudiss, managing partner at the liberal agency Revolution Messaging.


5. 珠宝品牌Pandora利用数据改善购物体验,吸引新的受众


For years, Pandora Jewelry sat comfortably at the top of its category. And then it noticed a disconcerting mystery: a drop-off in customer consideration.“People know us,” said Charisse Hughes, CMO at Pandora Jewelry. “The question is, why aren’t they buying?”


Ford has been leading a two-and-a-half-year effort to get to the bottom of this problem by unifying Pandora’s data assets across retail, ecommerce and media. The project has helped Pandora identify which products resonate with different audiences and rethink the shopping experience both online and in store.


6. 剑桥分析丑闻还未结束,Facebook将向英国信息官员公署赔偿60万多美元


The fallout from Facebook’s Cambridge Analytica scandal isn’t over yet. The platform will pay more than $600,000 to the United Kingdom’s Information Commissioner’s Office for its role in the privacy scandal, which breached data protection law by allowing Cambridge Analytica to scrape data on 87 million people without consent. The fine was issued in October 2018, but Facebook has spent the past year litigating appeals back and forth between parts of the UK government, NPR reports. Facebook has also responded by restricting the data app developers access via Facebook APIs. “We are pleased to hear that Facebook has taken and will continue to take significant steps to comply with the fundamental principles of data protection,” said ICO Deputy Commissioner James Dipple-Johnstone in a statement.


整理自互联网

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