「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

元气森林明年春天要投放8万台智能冰柜

元气森林向经销商透露，公司正在开发一套“物流-仓储-门店”的管理工具；8万台面对渠道终端的智能冰柜，最晚要在明年4月份完成投放。（第一财经）

LVMH旗下酩悦轩尼诗入驻饿了么，配送范围覆盖上海全城

奢侈品集团LVMH旗下的酩悦轩尼诗宣布入驻饿了么，首批开设 8 家官方旗舰店，干邑、香槟、威士忌、伏特加等原装进口酒水最快支持 30 分钟内送达。酩悦轩尼诗目前在上海有 2 家门店，在饿了么前置仓模式的支持下，实现上海主要城区全面覆盖。

新锐儿童食品品牌“启旭哆猫猫”获数百万美元天使轮融资

儿童食品品牌“启旭哆猫猫”已获得一轮天使轮融资，本轮融资由美元基金海纳亚洲创投基金SIG独家投资，金额达数百万美金，浪潮资本担任独家财务顾问。此轮融资将用于产品线开发和新一轮营销推广。

邓伦成为君乐宝简醇代言人

主打 0 蔗糖超健康的君乐宝简醇酸奶，正式宣布少年感满满的演员邓伦成为品牌代言人，同时借着代言人邓伦新电影《晴雅集》即将上线的契机，简醇还带来了一系列宠粉活动，为粉丝送出电影券福利。

泡泡玛特提前结束国际配售，比原计划提前两天

泡泡玛特于12月2日下午5时结束国际配售，相比原计划提前两天。按计划，泡泡玛特将于12月4日完成定价，并在11日正式以“9992”为股票代码在港交所挂牌上市。

二、互联网平台

TikTok正在测试三分钟视频

据engadget消息，据社交媒体顾问（前Next网络记者）马特·纳瓦拉（mattnavarra）分享的一条推文称，TikTok开始为一些用户提供长达3分钟的上传视频的服务，此前TikTok的视频时间一直被限制在60秒内。该功能仍处于早期测试阶段。

Google宣布收购Actifio，后者并入Google Cloud

据Tech Crunch报道，谷歌宣布将收购数据管理公司Actifio，收购完成后，Actifio将会并入Google Cloud。Actifio成立于2009年，为企业级用户提供数据长期存储、备份和恢复服务。据悉，2018年Actifio估值为13亿美元。

继谷歌之后，美国政府计划下周对Facebook提起反垄断诉讼

据路透社报道，数名消息人士2日表示，以纽约为首的美国几个州正在调查Facebook涉嫌违反反垄断法一事，并计划下周对其提起反垄断诉讼。该诉讼将成为今年内针对大型高科技公司提起的第二起重大诉讼。美国司法部于今年10月起诉了加州科技巨头谷歌公司，要求法院裁定谷歌在维持搜索和搜索广告方面的行为是非法的，并认为谷歌与手机制造商的独家交易保护了其垄断地位。

三、服务机构

Salesforce收购Slack

CRM（客户关系管理软件）巨头Salesforce(CRM.US)宣布以超过270亿美元的价格收购聊天软件开发商Slack(WORK.US)。

“尘锋信息”获源码领投A轮融资

企微SCRM服务商“尘锋信息”近日完成近千万美元A轮融资，由源码资本领投，老股东绿洲资本继续跟投，42章经旗下42 Capital担任独家融资顾问。尘锋信息表示，本轮融资后公司将进一步打磨产品，形成应用闭环，补足产品能力，并将快速拓展市场。

零售数字化厂商“云启星辰”完成千万级融资

零售数字化厂商“云启星辰”已年度完成两轮融资，累计金额超过2000万，A轮投资为涌铧资本，战略A+轮融资由周大福领投。云启星辰于2017年成立，创始人兼CEO王智勇为前腾讯云渠道负责人，曾任职华为、SAP等大型 IT 集团；联合创始人兼 CTO 刘永峰为腾讯云早期7年的五星级产品经理，此前担任中兴通讯系统架构设计及研发管理⼯作。

茉莉集团与筷子科技就Kuaizi智能创意SaaS合作签约

12月2日，电商内容整合营销机构茉莉集团与智能创意应用SaaS服务商筷子科技，联合举办Kuaizi智能创意SaaS合作签约仪式。Kuaizi创意智能应用SaaS平台基于筷子科技多年积累的120多项技术，涵盖短视频智能混剪、秒级互动策略优化、标签管理深度运营等核心功能。茉莉团队将使用筷子科技提供的短视频创意智能SaaS一系列应用工具，进一步推动创意生产迭代，精简短视频从上游内容制作至下游投放优化工作流。

四、案例

高桥一生出演日本麦当劳广告片：平凡日常，就是奖赏

从1993年开始，每年冬天，日本麦当劳都会推出一款名为Gracoro的限定版汉堡，至今已有二十多年。今年，麦当劳邀请到高桥一生为Gracoro代言，他也为广告的宣传歌曲温暖献声。

“李宁设计”灵感店“闪现”北京三里屯

李宁设计的首个快闪活动“灵感 24 小时闪现店”在北京三里屯 KIKS 正式启幕。

五、趋势洞察

GWI：Z世代的最新趋势报告

GWI发布了新报告“Z世代的最新趋势”。调查发现：

1、他们有宏伟的计划。许多Z世代都是高度驱动和无私的。他们称自己雄心勃勃、专注于事业，愿意冒险的可能性比平均水平高出17%。大约一半的受访者表示，环境对他们很重要，4/10的受访者对社区贡献或帮助他人也持相同的看法。

2、它们已联通，但愿意拔下电源。精通科技被认为是年轻受众的主要特征，Z世代当然也是如此。但是，他们意识到了与现代技术相关的风险，他们比其他任何一代人都更频繁地采取措施控制自己的隐私，而且他们也意识到了屏幕使用量。

3、游戏是Z世代的主食。94%的Z世代在各种设备上玩游戏，他们是最活跃的游戏玩家。社交游戏是Z世代的关键，44%的受访者在上个月与现实生活中的朋友玩游戏。但是，由于消费能力有限，，其中43%的受访者在上个月玩过或下载过免费游戏，这比昂贵的游戏更具吸引力。

追求相关性报告：一切皆因广告个性化

MAGNA和IPG Media Lab的一项名为“追求相关性”的新研究中，对品牌KPI的个性化广告的有效性进行了量化，并揭示了品牌可以通过个性化信息形式的相关性与人们建立更紧密的联系。

研究发现，大多数的广告个性化都有价值，但通常需要更高水平的个性化来改变更复杂的指标。例如，基于重大生活事件的个性化广告引起了人们的情感共鸣，与没有个性化信息的视频广告相比，消费者更希望从品牌那里听到更多信息（+16%），也更有可能购买这样的品牌（+12%）。同样，基于搜索词的个性化广告也被认为比人口统计属性等数据更敏感，这推动了品牌偏好（+8%）。

中信建投：国内SaaS公司预计2020年平均增长速度为35.4%

中信建投研报指出，云计算发展大势所趋，对标北美，我国云计算发展水平有较大差距，发展空间广阔，SaaS市场空间巨大。国内已上市的SaaS公司核心指标（LTV/CAC）相当健康，平均值为4.9，与美股SaaS公司的6.6接近。国内SaaS公司保持快速增长，预计2020-2021年平均增长速度分别为：35.4%、37.2%。

六、海外

亚马逊计划收购播客初创公司Wondery

Amazon is in talks to buy podcast production network Wondery, reports The Wall Street Journal, at a value of more than $300 million. According to WSJ sources, Wondery predicts its revenue will exceed $40 million in 2020, with 75% of that coming from advertising – and the rest from licensing its content to subscription services such as Audible and Stitcher. There’s been a run on podcast acquisitions in recent years. Spotify has acquired Megaphone, sports network The Ringer, Gimlet Media, Anchor and Parcast, as well as signed exclusive deals with Joe Rogan’s podcast and WarnerMedia’s DC Comics. Sirius XM and iHeartMedia have also been active. But a Wondery sale could mark the end of this acquisitive era. “Wondery is the last large, independent podcaster on the market – and could present the final opportunity for a major tech or media giant to buy its way into the exploding field,” the WSJ writes.

各机构如何在2020年调整其营销策略

It’s no secret that consumers have shifted their daily routines since the onset of the global pandemic – everything from how they eat, shop and connect with loved ones has changed. Based on data from 856 of Criteo’s retailers, ecommerce transactions in October saw a 28% year-over-year increase in the United States. Additionally, according to Nielsen, in-streaming consumption across all video has increased 74% amid the COVID-19 pandemic.

According to Jason Crawford, VP, head of display, US, iProspect, these changes are necessitating new methods to target the right consumers and drive demand.

“In an increasingly dynamic and competitive ecommerce market, as we’ve seen over the last few months, using sophisticated data signals and message personalization has been key for us to accelerate demand and sales for our clients in 2020,” Crawford said. “By partnering with Criteo, the iProspect team has been able to provide our clients with better insights regarding relevant shopping behaviors leading to more informed targeting and ultimately, tailored creative that is optimized to drive the desired consumer behavior.

GroupM表示，数字广告支出在广告业的暗淡时期是“亮点”

In its end-of-year forecast report, GroupM said it expects a roughly 9% decline in 2020 ad spend year over year, better than the 13% it warned of in June. These figures exclude the impact of political advertising.

Digital advertising is expected to grow by 5% in 2020, according to the report. Brian Wieser, global president of business intelligence at GroupM, said this is likely thanks to small businesses that upped their digital ad spend this year as they increased their focus on ecommerce sales.

“The resilience of small businesses has been nothing short of breathtaking, as we see in the numbers from Facebook and Google,” Wieser said. Facebook, for instance, reported a 22% year-over-year revenue bump in the third quarter of this year as a result of ad spend on the platform.

Wieser added that although many small businesses have struggled this year, “they’re much more digitally present, and they’re probably spending more on advertising.”

大流行期间户外广告如何脱颖而出

That seems to be the question of 2020, as the pandemic eliminated daily commutes and mostly left people sheltering at home. While outings became more rare, this didn’t mean that OOH ceased to be relevant. Two discussions at Adweek’s Elevate Out-of-Home summit examined how the medium adapted to the changes of 2020 and continues to evolve.

In the Driving Success of OOH panel, Anna Bager, president and CEO of OAAA, a trade organization representing the OOH ecosystem, shared that a recent study in partnership with Harris Poll that found about 70% of U.S. adults reported having a renewed appreciation of the outdoors, nearly half of whom reported noticing and appreciating OOH advertising more than before the pandemic. She called the OOH medium “more important than ever” given this new appreciation of experiences outside the home.

Hyundai CMO Angela Zepeda expressed a fondness for what she called “one of the most creative mediums,” adding, “There’s no better medium, in many ways, to show gorgeous sheet metal.”

数字购物日的演变如何影响营销人员

This year, some retailers and major marketers are treating Cyber Monday as a Cyber Week or even as an unofficial Cyber Month, boasting sales once reserved for a single day for much of November.

Lengthening Cyber Monday from one day to several days or weeks isn’t all that surprising given the rise in e-commerce due to the pandemic. With more holiday shopping happening online this year, getting shoppers’ attention with early deals is a logical move, according to industry analysts who say that worries about shipping delays has people shopping earlier for holiday deals this year. 

“In previous years consumers have been trained to wait for the deal, but not this year; brands have been offering unprecedented discounts all year long,” said Ruth Bernstein, CEO of creative agency Yard NYC. “Even the most promotionally-driven retailers must behave differently this year in order to compete.”

But even if it’s a logical move to stretch out discounts typically reserved for Cyber Monday, some industry analysts say that it can create a more difficult environment for marketers and that the day could be less relevant going forward. Of course, some say that evolution was already happening.