Morketing每日监测7.31:Facebook曾计划收购谷歌;巨量引擎品牌升级启用新logo;监管机构为什么要调查谷歌;
日报

Morketing每日监测7.31:Facebook曾计划收购谷歌;巨量引擎品牌升级启用新logo;监管机构为什么要调查谷歌;

Rita · 2020-07-31 08:28

【摘要】每日营销资讯

「Morketing·营销人早报」由Morketing Group出品,专门为营销人提供的每日早报,每日早8点整更新,围绕全球移动互联网、数字营销、广告主动态、互联网流量平台、服务机构、精彩案例,及全球营销趋势观察等展开,每天精选15-20条相关新闻,其中还包含5条海外新闻。

 

Morketing,提升营销人的全球连接效率。营销人的一天,从读「Morketing·营销人早报」开始。


一、品牌


百胜中国:二季度营收19亿美元,同比下降11%


百胜中国发布2020年第二季度财报。财报显示,二季度,百胜中国营收为19亿美元,同比下降11%,彭博一致预期为19.62亿美元;调整后净利润为1.36亿美元,同比下降23%。


百威亚太:上半年营收25.75亿美元,同比下降26.9%


百威亚太发布公告称,2020年上半年,收入为25.75亿美元,同比下降26.9%;股东应占溢利为1.85亿美元,同比下降69.5%。


吉野家将在全球关店150家,涉及中国市场


大型餐饮连锁品牌吉野家日前宣布将关闭全球150家门店,其中也涉及到中国市场。目前吉野家在日本国内外共有约3300家店,其中在海外共有1000多家门店,而中国就占到其六成。


火锅食材品牌“锅圈食汇”完成6000万美元C轮融资


火锅食材品牌“锅圈食汇”宣布完成6000万美元C轮融资,本轮由启承资本领投,光源资本担任本轮融资的独家财务顾问。锅圈创始人、总裁杨明超表示,本轮融资将主要用于供应链效率优化、产品优化、IT建设、团队扩建等方面。


二、互联网平台


TikTok CEO:TikTok有望为美国创造1万个新就业岗位


路透社消息称,TikTok CEO凯文·梅耶尔周三在一篇博客文章中称,如果失去了TikTok,美国广告主将没有太多选择,同时社交媒体竞争将会减弱,TikTok有望为美国创造1万个新的就业岗位。梅耶尔还指责Facebook,称后者把爱国主义作为幌子,试图以不公平的方式将TikTok赶出市场。


苏宁易购抖音电商达成合作:全量商品入驻抖音小店,向主播开放


苏宁易购和抖音电商达成合作。根据协议,双方将在供应链服务和直播品牌IP打造等方面展开全方位融合,具体合作项目将于今年818期间正式启动落地。根据协议,苏宁易购将输出供应链服务能力,全量商品入驻抖音小店,并开放给抖音电商平台所有主播,用户无需跳转即可完成购买。另外,苏宁易购也将同步输出物流和售后服务体验。


好未来2021财年第一季度营收9.107亿美元,同比增长35.2%


好未来教育发布了截至2020年5月31日的2021财年第一季度未经审计财务报告。数据显示,好未来一季度营收9.107亿美元,同比增长35.2%;归属于好未来的净利润为8170万美元,上年同期归属于好未来的净亏损为1620万美元。


Facebook曾计划收购谷歌


当地时间周三,亚马逊、苹果、谷歌母公司Alphabet、Facebook的首席执行官首次集体出席众议院听证会,接受立法者的质询。听证会上,议员们就Facebook收购问题向其施压,众议员乔·内格斯指出,来自扎克伯格和其他高管的内部电子邮件显示,Facebook曾打算收购谷歌。


虾米音乐与Merlin达成战略合作


近日,阿里巴巴旗下数字音乐平台虾米音乐与独立音乐数字版权代理机构Merlin达成战略合作。据官方介绍,虾米音乐已经获得超千万量级的独立音乐曲库,双方还将在版权运营、内容宣发等方面展开深入合作。Merlin是全球第四大音乐版权分销商,旗下代理全球超过400家会员合作单位,重点会员及厂牌有PIAS等,代理音乐人包括Jack White等。


Lazada启动中小企业出海“速成”计划,预计孵化3000个月成交过10万商家


Lazada启动中小企业出海“速成”计划,预计未来半年孵化3000个月成交过10万的中小商家。根据Lazada“速成”计划,通过采用班级孵化制,以及线上选拔、培训、资源扶持、行业小二协助运营店铺等方式,国内的中小商家能快速开店。“速成”计划率先在泰国、马来西亚、越南市场的细分行业落地。目前,Lazada已孵化超1000个优质出海商家,其中,80%为新商家。


三、服务机构


巨量引擎品牌升级,启用新logo


近日,在巨量引擎夏季峰会Summer Marketing Live上,巨量引擎现场正式宣布品牌升级,发布了全新口号——激发生意新可能,并启用新logo。巨量引擎为字节跳动旗下综合的数字化营销服务平台。

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四、案例


OPPO × THE9《超闪的夏天》MV


为推广 Reno4 Pro 系列手机,OPPO 邀请 THE9女团成员刘雨昕、虞书欣、赵小棠担任“Reno4 超闪少女”,一起启动首届“O粉节”,并出演产品主题曲MV《超闪的夏天》。



雷军正式入驻 B 站


此前小米创办人雷军因《Are you ok》的鬼畜视频在 B 站大火,近日 B 站正式宣布雷军入驻 B 站成为一名 UP 主,目前账号发布了第一条视频,短时间内就登上热门位置。B 站用户对此反响热烈,该视频评论区已有上万条评论。


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五、趋势洞察


日产汽车一季度净亏2855亿日元,11年来首次季度财报出现亏损


据日本共同社报道,日产汽车7月28日发布的2020年第一季度财报显示,净亏损2855亿日元,约合人民币189亿元。这是日产近11年来首次在财年第一季度出现亏损。日产汽车表示,预计在2020财年,即2020年4月到2021年3月期间净亏损6700亿日元,约合445亿元人民币。


报告称上半年中国游戏销售收入同比增长22.34%


中国音像与数字出版协会游戏出版工作委员会和中国游戏产业研究院发布《2020年1-6月中国游戏产业报告》,报告显示,2020年1-6月中国游戏市场实际销售收入达到1394.93亿元,同比增长22.34%;游戏用户规模近6.6亿人,同比增长1.97%。移动游戏成为市场营收的主力军。上半年中国移动游戏市场实际销售收入达到1046.73亿元,同比增长35.81%。


商务部:上半年电商直播超1000万场,观看人次超500亿


商务部新闻发言人高峰介绍,直播带货成为电商发展的新引擎。根据商务大数据监测,上半年,电商直播超1000万场,活跃主播数超40万,观看人次超500亿,上架商品数超2000万。直播场景越来越丰富多样,产业带直播、老字号直播、非遗直播、文化旅游导览直播、教育公开课直播等纷纷涌现。


六、海外


纯开源开发不是martech的未来


“It’s not the ideal model for building marketing applications that are going to run natively in the cloud.” That was Tony Byrne of analyst firm Real Story Group concluding some skeptical remarks he made to us about the utility of open source development strategies in building SaaS solutions for marketers.


Not that he’s a skeptic about open source itself. “I’ve always been a big fan of the open source model. I think it has influenced commercial software development in very good ways,” including not rebuilding things which already exist. “Having said that, the most successful open source projects tend to be developer oriented—developers building tools for other developers.”


A different perspective, as might be expected, can be found at Acquia, which proudly proclaims the core role of open source content management software Drupal in its Digital Experience Platform—and which last year acquired the open source-based marketing automation platform Mautic. One key fact: the developer who launched the Drupal project, Dries Buytaert, went on to found Acquia, and Acquia remains deeply involved in the Drupal community.


谷歌的广告是如何运作的?监管机构为什么要调查它的主导地位?


Big Tech is under fire from governments frustrated with its pervasive societal influence many believe allows it to operate without the checks and balances that constrain legacy industries.


Amazon, Apple, Facebook and Google are facing scrutiny from governments across the globe for a litany of reasons, and the CEOs of all four companies are set to face an antitrust inquisition before Congress today.


The congressional showdown comes after months of reports that state and federal authorities are probing Google’s dominance of the online advertising market and how it relates to the competitive landscape.


The U.S. Department of Justice is reportedly expected to file suit against Google owner Alphabet by the end of 2020. A particular area of concern, sources told Adweek, is Google’s suite of advertising tools (see chart) and whether or not it constitutes a monopoly.


Google owns and operates some of the most recognizable online brands, from its eponymous search engine to its mobile operating system Android and YouTube. Although, it is how it bundles these services with its suite of online ad tools—the vast majority of which are invisible to the public and primarily affect advertisers, media owners and ad-tech middlemen with rival offerings—that is at the center of the DoJ’s inquiries, according to sources.


Digiday Research:41%的代理商表示,他们将在7月底恢复Facebook支出


Come August 1, the unofficial end date to the advertising and marketing boycott of Facebook by brands unhappy about the hateful speech and misinformation on the platform, most agencies will reanimate their marketing on the platform.


In a new survey conducted in July, Digiday found that 41% of respondents will return at the end of the July boycott, while 26% will spend again by the end of the third quarter and 13% by the end of full-year 2020. Others will wait for more action from Facebook with 17% of respondents saying they won’t advertise on the platform until it males meaningful changes.


Underlining the agency desire to return to Facebook — and its power as marketing vehicle — is that according to the survey, a full 75% of respondents said return on investment (ROI) is more important than brand optics.


“天还没有塌下来”:广告平台的程序化收入将在6月和7月得以恢复


Summer is usually a suboptimal time to sell advertising. But for publishers that rely on open exchanges for their programmatic ad revenue, the past two months have been among the hottest of the year.


The news and politics publisher Salon is likely to close out June and July with its revenues up year over year for both months, thanks to weeks of sustained highs in CPMs for its site inventory and RPM for its pages. Through the first 23 days of July, Salon’s programmatic revenues are up 25% year over year over the same period, chief revenue officer Justin Wohl said, though he declined to share specific dollar amounts.


“We saw some of the best rates we’d seen since the beginning of March in the last two weeks of June,” Wohl added.

Salon’s second quarter revenues are still projected to be down, year over year, because of the industry-wide plunge in ad spending this past spring. But its results the past seven weeks have Wohl feeling cautiously optimistic about the second half of the year, and they are far from atypical.


Snap在其首份报告中表示,公司多元化努力做的“还不够好”


Snap Inc., a social media company that prides itself on operating differently than other major platforms, still has a lot of work to do to better diversify its workplace, executives determined in its first internal report on diversity and inclusion released Wednesday.


The self-reported analysis comes as the CEOs of Apple, Facebook, Amazon and Google testify before the House Antitrust subcommittee today. A comparatively smaller tech company, Snap—which famously rebuffed acquisition efforts from Facebook in 2013—has presented a radically different vision for its company compared to the industry behemoth.


It’s a tech company centered on disappearing text, photo and video messages. Snubbing a central news feed, the Snapchat app has doubled down on augmented reality, maps and original streaming content from publishers and studios while avoiding much of the hate speech and misinformation that flourishes on competitors’ sites.

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