Morketing每日监测11.7:百度上线匿名社交“听筒”;Google宣布在YouTube上推出购物广告;低线城市已成淘宝、拼多多新增用户的主要来源
日报

Morketing每日监测11.7:百度上线匿名社交“听筒”;Google宣布在YouTube上推出购物广告;低线城市已成淘宝、拼多多新增用户的主要来源

【摘要】每日营销资讯

甲方


寺库与纪娜梵达成战略合作


11月6日,寺库与国际珠宝鞋履高级定制品牌纪娜梵,在第二届上海进口博览会现场签署战略合作,纪娜梵品牌所有款式独家入驻寺库,“碧波涟漪”、 “春韵”等多款高端定制珠宝鞋系列同期在寺库商城开售。


百度上线匿名社交“听筒”,用地图社交连接年轻用户


据腾讯科技旗下产品猎人消息,酷传数据显示,百度上线一款匿名社交软件“听筒”。听筒是一款面向在校大学生的匿名社交软件,用户在注册环节需填写“你的学校所在城市”,并上传校园卡/学生证/毕业证完成学校认证,获取学校勋章。听筒核心功能包括匿名社区、地图社交、线上匹配好友。


天猫国际携全球网紫 C 位出道


天猫国际在第 11 个双 11 到来之际,正式发布全新年度 IP「网紫大道」,引入天猫国际专属的全球达人,通过打造网紫生态,为中国消费者发现全球好物。昨日天猫国际也同步开启「网紫大道」直播活动,不仅有十国网紫带来表演,还有 金·卡戴珊空降天猫国际直播间与薇娅互动。


苏宁易购《笑购了没》吐槽上线


苏宁易购喜迎 11.11 全民嘉年华,推出《笑购了没》脱口秀,王建国、史炎、庞博和思文四位脱口秀演员轮番登场,在全民嘉年华宣传周期里为用户播报苏宁易购的福利优惠,一起吐槽、一起笑购,《笑购了没》在苏宁会场页面和社交平台均有上线。


安踏宣布陈飞宇成为全球代言人


安踏今日正式宣布陈飞宇成为品牌全球代言人,加入安踏大家庭,安踏也将带来新品在线上线下陆续发售。


乙方


MCN“大鹅文化”完成A+轮融资


直播经纪公司&MCN“大鹅文化”近期完成A+轮融资,由腾讯兴趣内容基金(TOPIC基金)独家投资,据悉该轮融资估值超10亿人民币。 大鹅文化于2017年3月成立于上海,定位于“游戏主播经纪+MCN机构”,拆解来看就是“游戏KOL签约-培养包装-内容产出-推广分发”的完整体系的搭建,直播和短视频为大鹅文化内容渠道的主要阵地。


毕马威:未来两到三年大数据助力企业转型将出现“井喷”


毕马威中国智慧之光合伙人徐琅朗在第二届进博会期间接受采访时表示,未来两到三年大数据助力企业转型将出现“井喷”。数字化转型是业务和科技的共同转型,其中通过数字化促成业务转型是最终目标。谈及当前大数据助力企业转型应用较多的领域,徐琅朗表示,目前零售、快消、制造、金融领域运用大数据转型比较多。


时趣与碧欧泉达成口碑营销战略合作


时趣上海通过时趣洞察引擎,以人工智能和大数据赋能品牌营销,成功获得碧欧泉品牌信赖,将在未来为碧欧泉提供口碑营销服务,为品牌创造新价值。


媒介


百度高管解读财报:百家号和小程序仍是优先发展方向


在财报电话会议上,百度董事长兼CEO李彦宏表示,“我们的策略没有变化,还是专注于发展以搜索和信息流为主的百度生态系统,这个生态系统是基于知识和信息。百家号和小程序等业务令我们的生态系统更加健康和可持续,仍将是公司发展的优先方向。随着百度移动生态系统的完善,我们不再需要像之前那样在获取流量方面大量投入,这也是公司利润率环比增长的原因。”


Google宣布在YouTube上推出购物广告


据Tech Crunch 报道,Google宣布在YouTube上推出购物广告,品牌可在主页和搜索结果中展示旗下的商品和服务,即用户将在搜索结果显示的视频上方看到一系列推荐的商品,同时这些商品也可能会在主页上以轮播广告的形式展现。


趋势


个推大数据:低线城市已成淘宝、拼多多新增用户的主要来源


个推大数据发布的《淘宝&拼多多下沉市场数据报告》显示,截至2019年9月,拼多多安装渗透率已达37.3%,淘宝安装渗透率为56.7%。此外,2019年(截至9月)淘宝70.6%的新增用户、拼多多64.3%的新增用户均来自于三线及以下城市,低线城市已成淘宝、拼多多新增用户的主要来源。


海外


1.出版商从Google Discover中发现移动流量高峰


Publishers have a new platform traffic darling: Google Discover, a feed of recommended content that appears on all of Google’s mobile homepages, and loads every time a mobile Chrome user opens up a new tab in their browser.


This past October, Google Discover drove more traffic to Vogue’s international editions than Google Search did, said Sarah Marshall, head of audience growth at Condé Nast International. The change was most pronounced in India and Mexico, where Discover accounted for more than three-quarters of the traffic those titles got from Google properties. Discover also drove large chunks of traffic in other markets, including in France for Vogue Paris. The growth is not confined to foreign markets either. John Shehata, vp of audience development for Condé Nast, said that he’s seen up to 20% of his U.S. sites’ Google traffic come from Discover over the past few months.


2.在Cookie崩溃前,程序化广告会发生什么变化?


There’s a question in ad tech that’s been surprisingly difficult to get a straight answer to lately: What happens to programmatic advertising as cookies crumble away?


Many ad tech companies will tell you everything’s fine – they’ve got a solution for that. They use first-party cookies, local storage or a people-based identifier. Or the solution lies in a customer data platform, or an agency’s first-party data platform.


3.Apple修改隐私页面,使其通俗易懂方便用户阅读


Who reads privacy policies? Maybe lawyers, definitely not users. Apple wants to change that, Engadget reports. On Wednesday, Apple revamped the privacy page on its website to make it easier to understand. The policies themselves haven’t changed, though, just the way they’re presented. The policy for each Apple product and service is split into accessible sections – Safari, Maps, Photos, Messages, Siri, Apple News, Wallet, Health and the App Store – and the information is presented in clear, concise English rather than impenetrable legalese. 


The company is also publishing four whitepapers that provide more technical information on privacy and security across Apple’s portfolio. Apple clearly considers privacy protection to be one of its product differentiators. “We design Apple products to protect your privacy and give you control over your information,” Apple notes on its site. “It’s not always easy. But that’s the kind of innovation we believe in.” 


4. 数据风波蔓延至美国大学校园:部分大学利用考试数据以此进行招生和筛选


The College Board, the not-for-profit group that operates the SATs, is caught up in a privacy mess that underscores the chaotic state of personal data and consent. The College Board licenses testing data to colleges, which use it to recruit and market to students. 


Universities get the data for a set period of time and with certain rules attached. But the data has been abused by some elite schools, who use it to identify and market to thousands of fringe applicants, boosting their rejection rates, an important metric in college rankings. 


5. Disney+通过播放Starz电视台的广告以换取自己的电影宣传


Disney will make room for exactly one advertiser in its ad-free streaming services. Both Disney+ and ESPN+ will carry an ad promotion for Starz, a necessary pot sweetener because Starz holds the temporary rights to certain Star Wars films. 


The ad will feature a sign-up button that appears only one time when people subscribe to either service as well as on Disney’s Android app and on web browsers. Broadcast and film studios are trying to launch their own subscription services while balancing lucrative content licensing deals. And Disney is flexing its distribution muscle in order to get its content back under its own flag. 


整理自互联网

已有0人收藏

已有0人点赞

发表评论

请先注册/登录后参与评论

已有0