Morketing·营销人早报10.23.:宝洁发布五年来最佳一季报;快手计划在2021年赴港上市;蚂蚁集团估值达4610亿美元;
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Morketing·营销人早报10.23.:宝洁发布五年来最佳一季报;快手计划在2021年赴港上市;蚂蚁集团估值达4610亿美元;

Rita Zeng · 2020-10-23 08:21

【摘要】「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

 

宝洁发布五年来最佳一季报

 

宝洁在最新一季净销售额增长 9%至 193.2 亿美元,创下近五个财年来同期业绩的最高纪录。同时,宝洁 2020 前三个季度的业绩也是过去五年来的最优表现。

 

太平鸟:2020前三季度营收达55.21亿元,同比增长10.35%


太平鸟2020前三季度营收达55.21亿元,同比增长10.35%;归属于上市公司股东的净利润破3.1亿元,同比增幅达50.04%。第三季度实现扣非净利润1.58亿,同比增长161%。太平鸟方面称,公司将持续加码科技数字化转型。拟募集近8亿元的资金,重点搭建包括消费者洞察与深度链接平台(顾客需求洞察、直播分享项目、时尚穿搭及精准营销项目等)。

 

可口可乐公司第三季度营收86.52亿美元,超市场预期


10月22日,可口可乐公司发布2020年Q3财报:营收为86.52亿美元,环比增长21%,超出市场预期的83.4亿美元;经营利润为22.98亿美元,环比增长16%。

 

特斯拉第三季度营收87.7亿美元,同比增长39%

 

特斯拉在周三美股盘后发布了2020财年第三季度财报,数据显示,特斯拉第三季度营收87.7亿美元,同比增长39%,市场预期为82.6亿美元;净利润3.31亿美元,同比增长131%,市场预期为3.69亿美元。特斯拉盘后涨超3%。

 

名创优品巴黎首店开业,八成以上商品价格低于10欧元


近日,名创优品巴黎首家门店开业,这是名创优品自纽交所上市以来在欧洲开设的第一家门店。据悉,名创优品的巴黎首店位于著名的老佛爷百货旁边,店内80%以上商品价格在10欧元以下。

 

美妆品牌“SUGAR Cosmetics”获200万美元融资

 

据外媒Vccircle报道,美妆品牌“SUGAR Cosmetics”获得了200万美元(约1.46亿卢比)债务融资,此轮融资由Stride Ventures领投。该公司表示,这家投资公司可能会成为SUGAR Cosmetics未来的战略合作伙伴。对于新一轮融资的资金,SUGAR Cosmetics打算用来扩展其产品规模,打造更多高质量的产品。

 

消息称Uber拟11.9亿美元收购戴姆勒和宝马旗下Free Now


据熟知内情的消息人士透露,Uber已经提出一项收购要约,出价逾10亿欧元(约合11.9亿美元)收购戴姆勒和宝马旗下叫车公司Free Now。消息人士称,虽然戴姆勒已经做好了出售Free Now的准备,但宝马CEO齐普策(Oliver Zipse)则在是否出售所有股份的问题上犹豫不决,而是对向Uber提供一部分股权持开放态度。

 

二、互联网平台

 

快手计划在2021年第一季度赴港上市


快手计划在2021年第一季度赴港上市,美银和大摩为保荐人。快手公司2019年完成了广告收入约130亿元,今年的目标预估为400亿元。

 

分众传媒:前三季度净利润为22.02亿元,同比增长61.90%

 

分众传媒发布第三季度财报称,前三季度净利润为22.02亿元,同比增长61.90%;第三季度净利润为13.79亿元,同比增长136.77%。

 

蚂蚁集团估值提升至4610亿美元


最新的报告显示,蚂蚁集团估值提升至4610亿美元。

 

Facebook约会功能Dating欧洲上线,主打免费功能


据报道,Facebook周四宣布,其约会服务在美国推出一年多以后目前已扩展到欧洲。该平台简称为“ Facebook约会”(Facebook Dating),旨在帮助Facebook用户通过兴趣、事件和团体等共同点找到同伴。与Tinder,Hinge等约会服务不同,Facebook Dating功能没有付费项目。

 

三、服务机构

 

有赞宣布与小红书达成合作,实现系统互通

 

有赞正式宣布与小红书达成合作,实现系统互通。系统打通后,有赞将支持旗下有赞美业店铺(首批将重点支持美甲、美睫、美发等生活服务类商家)接入小红书企业号,实现“内容种草-预约下单”的交易转化闭环。

 

凯度任命阿历克西斯·纳萨德(Alexis Nasard)为全球 CEO

 

全球领先的数据、洞察及咨询机构凯度集团宣布,任命阿历克西斯·纳萨德(Alexis Nasard)为新任全球首席执行官,2020 年 12 月 30 日起生效。

 

四、案例

 

阿玛尼×麦子绝美大片

 

以阿玛尼金秋新唇色为灵感,携手 Farfetch 发发奇,品牌近日推出由导演麦子出演的广告片,演绎如威尼斯明亮晨光的 208 日出奶橘咖,以及如意大利浓郁日暮的 209 ⽇落深棕咖。


WechatIMG7027.jpeg

 

麦当劳上演奇幻漂流记

 

近日,法国麦当劳联合TBWA推出一支广告片《Books》,通过讲述一对母女的奇幻漂流经历再到最终揭开故事谜底,以此来传达:当你阅读一本书时,其实也是在与主人公共享一段丰富的人生。


 

五、趋势洞察

 

2019-2024年全球数字广告支出

 1603340959-3309-1e07ly1gjxuvb1odjj20ku0u1dig.jpg

普华永道:预计2020年中国视频游戏将创造312亿美元的收入


普华永道发布报告称,中国视频游戏持续快速增长,预计2020年,中国视频游戏将创造312亿美元的收入,2020年至2024年的复合年增长率将为5.4%,至2024年收入将高达385亿美元。电子竞技行业方面,中国的电子竞技收入已在2019年超越美国和韩国,成为全球最大的电竞市场。预计2020年中国电竞收入将进一步升至约4.1亿美元,2020年至2024年的复合年增长率为13.1%。

 

SensorTower:中国港台地区三季度手游收入近8亿美元,同比增长29%

 

Sensor Tower商店情报最新数据显示,2020年Q3中国香港和台湾地区手游收入近8亿美元,同比增长29%,创历史新高。中国台湾地区Q3手游收入5.5亿美元,占繁体中文市场收入的68.8%。以中国港澳台为代表的繁体中文市场,占Q3海外App Store和Google Play手游总收入的4.7%,相当于德国和法国两个欧洲头部市场的总和,但人口仅为后者的五分之一。

 

六、海外

 

在亚马逊投广告脱颖而出的5种方法

 

Advertising on Amazon requires you to balance both offensive and defensive tactics. The overall goal is to appear alongside competitors and drive exposure, while also protecting your own brand and product pages.

 

It’s also important to understand the difference between automatic and manual campaigns, and how to use them in tandem. With automatic campaigns, Amazon automatically matches your products to queries, based on product title, description and features.

 

By contrast, with manual campaigns, you can select the keywords that you’d like to bid on. Once you understand which products or keywords perform well in the automatic campaign, you can apply those learnings to the manual campaign.

 

With that backdrop in mind, here are five of the most important steps to consider to make your Amazon ads stand out.

 

Quibi在短短六个月后就关闭了

 

The short-form video startup Quibi is now a short-lived platform.

 

The streaming video app from Hollywood studio bigwig Jeffrey Katzenberg and former eBay head Meg Whitman is pulling the plug after a disappointing few months for the well-funded service after it failed to find a foothold.

 

Katzenberg, a fixture in the entertainment industry, called investors today to tell them that the service would shut down, The Wall Street Journal first reported. The company will be holding a call with investors later this evening to update them on the Quibi’s status.

 

UPDATE: In an open letter published on Medium after the conference call, Katzenberg and Whitman offered an explanation—and a tepid plea for understanding—for the company’s demise to Quibi’s employees, investors and partners.

 

美国司法部反垄断诉讼:谷歌利用合同和市场力量压制竞争对手

 

More than 20 years ago then Attorney General Janet Reno said, “Microsoft is unlawfully taking advantage of its Windows monopoly to protect and extend that monopoly.” That preceded the government’s successful antitrust prosecution against the company. Today the Trump administration is using the Microsoft playbook and similar antitrust arguments under the Sherman Act against Google.  

 

Following a roughly 16-month investigation, the Department of Justice (DOJ) and 11 state Attorney’s General filed a long-awaited but reportedly hurried antitrust suit against Google, alleging a variety of monopolistic and anticompetitive practices. In a press release, U.S. Attorney General Barr likened Google to the old Microsoft:

 

Twenty-five years ago, the Department of Justice sued Microsoft, paving the way for a new wave of innovative tech companies – including Google.  The increased competition following the Microsoft case enabled Google to grow from a small start-up to an Internet behemoth.  Unfortunately, once Google itself gained dominance, it resorted to the same anticompetitive playbook.  If we let Google continue its anticompetitive ways, we will lose the next wave of innovators and Americans may never get to benefit from the “next Google.”  The time has come to restore competition to this vital industry.

 

将AI与敏捷性,同理心和目标相结合,将加速营销与客户和客户的深厚关系

 

Under one of the more dramatic session titles of this year’s virtual ANA Masters of Marketing conference — Turning Mayhem into Momentum — Michelle Peluso, svp of digital sales and CMO at IBM, on Wednesday underscored the need to link technology platforms like artificial intelligence and natural language processing, or NLP, with human management traits to push past the struggles of the coronavirus crisis.

 

With it’s Watson platform, IBM certainly has the technology and data processing heft to lead that charge forward. But Peluso said she sees a more nuanced future that includes leadership agility — that can quickly act and iterate on data in unprecedented ways; bolder empathy, especially when it comes to understanding customers, particularly people of color and women and purpose, which she called the hallmark of any organization going forward.

 

And all this is being driven by priority accelerations caused by the coronavirus crises and the attended economic uncertainties.

 

“The roadmap that was five years is now five months,” she said.

 

YouTube正在采用新的标准,从而保障品牌安全

 

Marketers are notoriously wary over where their ads appear online. But the ongoing pandemic and societal upheaval have brought those issues into sharp focus.

 

At the same time, those same marketers are increasingly expected to take a stand on potentially brand-busting landmines like politics and civil unrest. Being a progressive safety first marketer shouldn’t be an oxymoron in the current climate — but it is.

 

While there’s an abundance of automated ways to keep ads away from incredibly unsafe content, it’s harder for advertisers to identify content at the margins of their standard brand-safety strategies. Each advertiser’s threshold for the content they want their ads near vary, which has made it harder for platforms and their ad verification partners to create the controls to do that. These days it’s far easier for an advertiser to be overly restrictive in their attempts to avoid inappropriate content, media owners be damned.

 

This is especially true for online video where the lack of text makes it harder to ascertain the riskiness of the content. YouTube, however, is currently working on a fix based on standards defined by the Global Alliance of Responsible Media.

整理自互联网

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