一、品牌

广告未将中国领土表示完整，光明乳业被罚30万

10月18日，@上海市场监管 发布通报公布光明乳业日前被罚30万元的具体原因。经查，当事人通过官方网站对外发布含有“中国地图”的视频广告。该广告经上海市规划和自然资源局检定，上述当事人发布广告中使用的中国地图，未将我国领土表示准确、完整。

达能4.7亿欧元出清全部养乐多股份。

近日，随着跨国食品巨头达能宣布以4.7亿欧元出清所持的全部养乐多股份，这段长达20年的强强联姻划上了句号。依照养乐多高层的公开表述，达能和养乐多结束资本联盟是因为合作未能产生期望的协同效应。

二、互联网公司

拼多多“印尼国家馆”上线

10月17日，拼多多“印尼国家馆”重磅上线，印尼驻上海总领事戴宁与拼多多副总裁陈秋出席了上线仪式，并携手为场馆揭幕。“印尼国家馆”一站式汇集了燕太太燕窝、丽芝士威化、佳乐椰子水、营多捞面、意立诗护发精油等二十多款印尼标志性的滋补、美食及个护产品，其中不少都享受拼多多“百亿补贴”全网最低价优惠。

小米数科品牌升级为天星数科，小米金融 App 同步更名

10 月 18 日消息 据小米数字科技有限公司官方微博消息，今日，小米集团旗下小米数科对外宣布品牌升级为天星数科，聚焦聚力做好三件事情——运用数字科技手段服务产业中实体企业的金融需求，服务金融机构的转型升级以及服务个人消费者。 天星数科表示，随着 5G + 万物互联时代来临，公司将依托小米集团 “手机 ×AIoT”战略，秉承小米集团技术立业的传统，沉淀自身近三年在供应链金融、产业数字化领域的实践，综合运用大数据、云计算、区块链等数字科技去推动相关产业的数字化，并在此基础上联手金融机构一起去服务包括制造企业在内的产业实体，为产业中的中小企业探索出一条解决融资难、融资贵的数字科技之路。

今日头条申请明日头条商标被拒，已注册每日头条商标

近日，今日头条起诉今日油条商标侵权。企查查APP显示，除了今日头条，北京字节跳动科技有限公司曾于2013年申请注册“每日头条”商标，目前多品类商标为已注册。随后2017年申请注册“明日头条”、“昨日头条”商标，后被宣告商标无效。

京东C2M模式 “超级爆品计划”三大看点

双十一来临之际，巨头总是要推出些新玩法来谋利，而作为重点战略项目——C2M模式京品家电在酝酿了两年之后宣布推出“超级爆品计划”。这是京东家电布局差异化产品、打造标杆爆品重要举措。

三、案例

用K-pose展示全新产品活力，东风悦达起亚玩转全新营销

随着2020年第二部院线电影《夺冠》的热播，其话题热度早已超出了一部“电影”那么简单，其内在的女排力量可以说成为了主导2020年运动时尚的最新风向。如今，运动已成为年轻人表现自我、追赶潮流的方式，从赛场到街头，从现实到网络，每当一项新的运动兴起，一股股年轻的潮流总是会接踵而至。

麦当劳狠起来连外送箱都卖？！

四、营销趋势

Xaxis India：印度音频广告程序化购买报告

Xaxis India的一份新报告显示，印度消费者平均每周听音乐的时间为19.1小时，比全球平均水平高出7%以上，但广告主仍在犹豫是否将预算分配给音频广告程序化购买。

音频广告程序化购买报告发现，尽管在消费者中的普及率很高，但只有71%的音频广告主在数字渠道上投入的广告总投资不到10%，而50%的发布商和媒体所有者目前没有来自数字音频广告的收入。

根据发布商的说法，音频广告程序化购买的四个最重要的指标是品牌知名度（71%）、广告回忆率（71%）、覆盖范围和频率（54%）和收听率（54%）。

毕马威&阿里研究院：迈向万亿市场的直播电商

毕马威联合阿里研究院发布《迈向万亿市场的直播电商》报告，预测今年直播电商整体规模将达10500亿元，直播电商在整个电商市场的渗透率将提升逾四个百分点至8.6%。不过，专家认为，并非万物都适合直播，高体验、高毛利、高客单价的产品才能更契合直播电商的优势。

过去几年，直播电商规模一直处于持续高速增长态势，《迈向万亿市场的直播电商》报告显示，2019年，直播电商整体市场规模为4338亿元，同比增长210%，在电商市场中的渗透率为4.1%；其预测2020年直播电商整体规模将突破万亿元，达到10500亿元，渗透率将达到8.6%，而2021年直播电商仍将继续高速增长，规模接近2万亿元（19950亿元），渗透率达到14.3%。

报告：营销决策者与营销公司的关系

S2 Research发布了新报告“营销决策者与营销公司的关系”。当谈到开发创造性的营销想法时，代理机构做得很好。但是，营销人员不太热衷于预测要为服务支付多少钱。

当受访者被要求对营销代理机构在某些类别中的能力的满意度打分时（1=不满意；4=非常满意），绝大多数人对机构开发创意的能力的满意度为4（38%）或3（50%）。

他们还对与机构合作的便利性表示高度满意，大部分人给出了4分（37%）或3分（42%）。同样，超过70%的受访者在谈到机构制定营销策略的能力时，也给出了了4分（30%）或3分（42%）的满意度。

五、海外营销

数字营销漫长而奇怪的一年

“It has been a strange year, because there are bright spots. We’ve gotten a tremendous tailwind for our business, because people are moving online and learning about new marketing strategies. But at the same time, this is a very hard time for our customers and our employees. So there’s a strange mix of bright spots and really dark moments in this year.”

The words of Meghan Keaney Anderson, HubSpot’s VP of Marketing, and how true they are. Both in B2B and consumer marketing, the first three quarters of 2020 were a rollercoaster, created immense challenges which some brands overcame, and to which some succumbed.

As we move into Q4, into the holiday sales season, and into an uncertain future, it seemed a good time to look back. We spoke to Anderson, as well as to Taylor Schreiner, Director of Digital Insights at Adobe (where the regularly updated Adobe Digital Experience Index is created), and Craig Rosenberg, co-founder and Chief Analyst at Topo, with a focus on B2B.

营销人员如何从播客中获得最高的投资回报率

The new at-home lifestyle brought about by the onset of COVID has driven a significant increase in the numbers of listeners and the numbers of programs in the podcasting and audio-streaming space, and where the channel was a secondary or tertiary option for most marketers, having a podcast strategy is now part of many marketing plans for 2021.

“Podcasting is still a vast, open space that brands are smart to jump into,” said Lindsay Tjepkema, CEO of Casted, a podcast-centered marketing platform. “When you consider there are about 1 million podcasts, but more than 600 million blogs, you can see how much opportunity still exists for brands to own their own space,” she continued. “And listenership continues to rise dramatically, even in the midst of a pandemic, as people are actively seeking connection. Podcasts that offer that ability to connect an audience with a brand like not other form of content can and, in doing so, build trust and loyalty.”

提升视频策略的必知技巧

While video is an appealing channel for advertisers, there is still some lack of common agreement when it comes to strategy and metrics for video ad campaigns. One common misconception is that video campaigns need to be complex to have significant ROI.

“Use video to simplify your customer experience landscape, not make it more difficult and convoluted,” said Merkle VP of CX Strategy Rocco Albano at MarTech. “Know from the beginning of your planning that integrated, effective and easy-to-use video experiences are difficult to achieve but benefit your customer and business greatly.”

营销人员应如何计划实施自动化

The status of marketing automation in martech stacks varies depending on the business. Some marketers are going into their second decade of automation, but may be considering moving to a different solution, while others involved in digital transformation to get started now. Regardless, of the level of expertise with automation, some universal best practices have to be implemented.

“A lot of the initial decision-making with automation lies with what channels are most important to your company, what resources you have and what is available to manage those channels, said Justin Sharaf, VP of Marketing at Jahia Solutions, during a recent episode of MarTech Live. “You may have marketing automation on three or four different platforms, but if you can’t stitch them together, you are not taking full advantage of your resources. Look at what technical resources you have available to stitch different platforms together.”