【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
1、雷军小米十周年演讲将于8月11日晚间线上直播
今日,小米董事长兼CEO雷军在微博上宣布,小米十周年主题演讲将于8月11日晚19:30举行。这场演讲,雷军将主要谈及三方面内容:1、小米十岁了,想对米粉朋友们做一次“总结汇报”;2、小米是谁,小米为什么奋斗;3、准备了几款十周年代表作,让大家”检阅"一下小米的十年成绩。
2、万达电影:上半年净亏损15.67亿元,上年同期盈利5.24亿元
万达电影公告,今年上半年,万达电影实现营业收入19.72亿元,同比减少73.93%,归属于上市公司股东的净亏损15.67亿元,上年同期盈利5.24亿元。受疫情影响,万达电影下属影城疫情期间全部暂停营业,院线票房收入和卖品收入均大幅下滑。上半年,票房收入同比减少88.3%,观影人次同比减少88.9 %,卖品收入同比减少79.37%。
3、饿了么 x 百威 建立品牌馆
饿了么与百威集团共同打造的升级版百威“品牌馆”正式上线。饿了么品牌馆上线后,百威将主打“餐食+啤酒”的全场景、全时段供应。消费者打开饿了么的百威“品牌馆”,可以挑选全家、家乐福、必胜客、永辉等多个品牌与百威的限定款套餐,例如红盔甲的“小龙虾+百威”、肯德基的“炸鸡+百威”套餐。
百威“品牌馆”将长期持续运营,未来,饿了么和百威还将联合进行新品首发、啤酒节等更深度的营销合作,在同城零售领域建立起以“品牌馆”为核心的数字化阵地,为消费者提供更加个性化的产品和服务。
二、互联网平台
1、特朗普要求TikTok9月15日前卖给美企,否则将强制关闭
当地时间8月3日,美国总统特朗普在白宫对记者说:“除非微软或其他公司能够购买TikTok并达成交易,否则TikTok将在9月15日被强制关闭美国业务。”特朗普还表示,作为交易的一部分,购买公司应向联邦政府支付“大量资金”。
2、字节跳动:考虑在美国之外的主要市场重新设立TikTok总部
昨日晚间,字节跳动发表声明称,字节跳动始终致力于成为全球公司。根据目前情况,字节跳动考虑在美国之外的主要市场,重新设立TikTok总部,以更好地服务全球用户。
3、支付宝搜索流量再开放,近400商家小程序点击率平均增长50%
今日,支付宝宣布,首页搜索“品牌直达”能力正式面向全行业品牌商家开放。用户在支付宝搜索品牌关键词,能找到商家细分服务。目前,包括麦当劳、肯德基、星巴克、优衣库、屈臣氏、喜茶在内,近400个知名品牌商家已经接入升级后的“品牌直达”能力,小程序点击率平均增长达到50%。
4、网易云音乐和抖音达成合作
8月3日,网易云音乐和抖音正式宣布达成合作,双方将围绕音乐人扶持、音乐宣发、音乐版权、音乐IP等方面进行更多创新探索,共同致力于“音乐+短视频”内容生态建设。
5、腾讯视频2020年度发布:将推腾讯视频号
8月2日,腾讯视频2020年度发布在上海举办。腾讯公司副总裁、企鹅影视CEO孙忠怀表示腾讯视频将构建综合型视频平台。在生态建设方面,腾讯视频将加大对优质内容的投入;升级网络电影、剧集、纪录片等长视频品类的分账制度;重视长短视频生态建设,将推出为内容创作者打造的独立账号体系——腾讯视频号。
6、拼多多全球购联手SNK打造线上“电玩节” ,潮玩、数娱商品销量上涨340%
8月2日,拼多多全球购联手游戏开发公司SNK打造线上“电玩节”,与年轻用户一起云逛日本秋叶原电玩动漫街、上海ChinaJoy。同时百亿补贴和SNK授权代表还直播推介了上百款潮流玩具、游戏机、游戏卡带产品。据拼多多方面介绍,截至直播结束,线上“电玩节”直播累计吸引超20万年轻消费者观看,同时活动带动平台潮流玩具、游戏等数娱商品销量增长超340%。
7、快手关联公司注册“快手小程序”商标
近日,快手的关联公司北京达佳互联信息技术有限公司新增多条名称为“快手小程序”的商标,国际分类包括网站服务、通讯服务、教育娱乐、金融物管等,申请日期为2020年7月2日,目前商标状态为“等待实质审查”。同时,北京达佳互联信息技术有限公司还在申请“快手云”、“快手看点”等商标。
三、服务机构
1、工程机械设备服务平台众能联合完成C1轮融资
今日,工程机械设备服务平台众能联合宣布完成C1轮融资。本轮融资由央企背景的国家电投产业基金投资,资金将用于对工程设备行业全链条数字化改造、服务网络建设和人才引进。众能联合数字技术有限公司是一家以数字驱动运营,科技赋能行业全链路交易系统的工程机械设备服务平台,目前已累计服务超过30000家客户。
2、阿里 x 易居共建数字营销平台
日前,阿里巴巴集团与易居中国签署战略合作框架协议,双方将在线上线下房产交易、数字营销平台等方面进行深度合作,为消费者、房企和生态伙伴提供服务,使找房买房的过程更加便捷、高效和透明。此外,易居将在自有的专业优势之上,利用阿里的平台和技术资源,组建独立的技术运营团队,加速营销和交易等业务的数字化进程。
四、案例
1、在微信支付的短片里,看见中国人身上的「大智慧」
微信支付最近为88智慧生活日发布了一支广告片,短片纪录下了小商户们使用微信支付「想尽一切办法好起来」的故事,通过他们身上务实、乐观的精神展现出中国人「有智者事竟成」的大智慧,突出了微信支付助力商家重振经济的核心主题。
2、喜小茶饮料厂来了,开着五菱汽车限时“土酷”出摊
近日,五菱旗下喜小茶饮料厂首发停靠广州,限时“土酷”出摊~这波满满的年代感有没有勾起那份属于你的时代记忆与故事?
五、趋势观察
1、2020年Q2全球移动游戏收入达到193亿美元,同比增长27%
Sensor Tower商店情报数据显示,2020年第二季度全球玩家在移动游戏上的支出达到193亿美元,环比增长10.3%,较去年同期增长27%。今年上半年,手游玩家支出峰值出现在5月,达到66亿美元,较2019年5月增长21.5%。在疫情爆发,多国民众宅家期间,具备强社交元素的手游迎来大幅增长,典型代表如面向青少年的沙盒游戏平台《Roblox》和Epic Game《堡垒之夜》。
2、TCL王成:直播带货增加用户比销量重要
在本次上海UDE国际显示博览会期间,TCL实业控股CEO王成谈到最近热门的游戏电视话题时认为,无论电视怎么演变,画质仍然是电视的基石。谈到热门的直播带货,王成表示,这是电商发展新阶段,通过直播带货可以增加用户,比销量更重要。
3、猫眼娱乐&巨量引擎联合发布《电影·短视频营销白皮书》
猫眼娱乐&巨量引擎联合发布《电影·短视频营销白皮书》,为官方首次解读抖音电影短视频宣发方法论。数据显示,自2019年5月到2020年5月,电影类视频在抖音保持(单月)50亿以上播放量。此外,截止2020年6月底,抖音电影兴趣用户规模达到3.1亿。同比2019年上半年,用户规模实现了108%的增长。
六、海外营销
1、微软确认仍然在寻求收购TikTok
After days of uncertainty about the fate of the popular short-form video app TikTok, Microsoft has said that it will “continue to explore a purchase of TikTok in the United States.” The Seattle-based company’s CEO Satya Nadella and President Donald Trump, who recently suggested banning the app, have discussed the possible acquisition, the company confirmed in a blog post today, and any possible acquisition discussions with TikTok parent company ByteDance will be completed by Sept. 15, the company said.
The news from Microsoft comes after a weekend of uncertainty for TikTok, whose parent company, ByteDance, has come under fire from the president and from lawmakers over privacy concerns that largely stem from the company’s ties to China. Trump on Friday took the escalating tension between Washington and TikTok a step further, telling reporters his administration planned to ban the app over national security and privacy concerns — a step that experts previously told Adweek wouldn’t be unilaterally possible.
TikTok is becoming an increasingly interesting platform for marketers, and its fate is of intense interest in the digital sphere. Microsoft recently emerged as a top contender to purchase TikTok’s U.S. operations in a deal designed to satisfy U.S. regulators, although the company had not previously announced that it was pursuing the purchase.
2、Z时代的消费者在购物中优先考虑品牌价值和名人效应
It’s no secret that Gen Z shops differently than previous generations, with a higher emphasis placed on personal connections than discounts. These contrasts have become even stronger within the last few months, particularly between the youngest and oldest surveyed generations, according to marketing technology firm Valassis’ annual consumer intel report showed.
The company surveyed 2,000 U.S. consumers on their shopping patterns and purchasing decisions, and saw a stark difference between the preferences of Gen Z and Baby Boomers.
According to the results, Gen Z is 33% less likely than Baby Boomers to care about affordable pricing, 24% less likely to look for coupons or discounts, and 12% less likely to care about high-quality products.
Instead, their focus lies in moral business practices. The younger generation is 5% more likely to care that products are not tested on animals and are environmentally sustainable, and 12% more likely to care if the company has fair employment practices.
3、Twitter正在测试名为brandlikes的新功能,以帮助品牌在拥挤的社交媒体上脱颖而出
Twitter is testing a new feature, called Branded Likes, to help brands stand out on crowded social media feeds and encourage users to share campaign hashtags.
With Branded Likes, advertisers can customize Twitter’s like button with animated brand imagery that can complement a campaign. Brands choose hashtags that can trigger Branded Likes in organic and promoted tweets for a period of 24 hours. Users who click or tap the posts, receive a surprise animation and can then enable the feature in their own posts when they use the hashtag themselves.
4、谷歌第二季度广告销售额下降8%至290亿美元,总收入下滑2%至380亿美元
Alphabet and Google CEO Sundar Pichai emphasized the company is making significant investments in commerce and YouTube to capture more revenue growth amid the global pandemic.
Credit: Courtesy of Bloomberg
Google reported its first-ever quarterly decline Thursday, as the Alphabet-owned company was set back due to sharp declines in travel and overall ad spend from Madison Avenue.
Ad sales fell 8 percent to $29 billion in the second quarter while overall revenue slipped 2 percent to $38 billion. The company’s largest money maker, Search, generated $21 billion, down 10 percent year-over-year. YouTube, meanwhile, was among a handful of bright spots for the company, as revenue increased 6 percent in the second-quarter to $3.8 billion.
The search giant said it was cautiously optimistic for the second half of the year, as it saw a rebound from both consumers and marketers in June and July.
5、Pernod Ricard北美地区的首席执行官安·穆克吉:关于公司为何恢复社交媒体支出的原因
Liquor giant Pernod Ricard—which pulled all social media spending in July as part of the Facebook boycott—will come back in August. But North American CEO Ann Mukherjee says “we are trying to be responsible as we turn back on our social media.”
“We have to remember we live in an age where it’s not just return on investment, it’s about return on responsibility,” she says. “We as advertisers are the ones who are funding these social media platforms, that is their revenue model. So we as advertisers have to start to take responsibility.”
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