Morketing·营销人早报4.8:​淘宝原付费营销工具“三宝一券”改为免费;椰树集团涉嫌违法广告被撤;新意互动与蒙牛、爱玛成功签约
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Morketing·营销人早报4.8:​淘宝原付费营销工具“三宝一券”改为免费;椰树集团涉嫌违法广告被撤;新意互动与蒙牛、爱玛成功签约

Rita Zeng · 2021-04-08 08:10

【摘要】每日营销资讯

一、品牌

 

椰树集团涉嫌违法广告被撤

 

日前,海南椰树集团在网络上曝光了一则招聘广告,因广告内容涉嫌低俗浮夸,引发广发争议,随后该公司被海南相关市场监管部门立案调查。目前,椰树集团官微涉事微博已无法显示。

 

李宁球鞋暴涨31倍

 

4月5日,得物APP官方回应李宁鞋价格涨超31倍。近日,得物APP上一双参考售价1499元国货鞋被炒到48889元引发关注。得物APP称,商品价格受买卖双方意向影响,平台不参与定价。经查,网传涉及的三款球鞋均为平台卖家个人设定,并无买家或极少有买家成交,目前已进行下架处理,涉事的三家店也全部封禁处理。

 

雷军回应小米新Logo被骗:成熟的成功品牌做Logo只能微调


在小米11周年特别活动的直播中,小米创始人雷军回应关于小米新Logo花200万是被骗要报警的话题。雷军说,“3年前我看到这个最新Logo之后,也不太习惯,但原研哉大师告诉我看7天看习惯之后就好了,后来看了2年,觉得挺好看的。这个(最新)logo显得年轻、高级和时尚。因此,(我们)又用了一年时间,做了调整,进行发布。”

 

Farfetch发起登陆天猫后的首次联合营销

 

奢侈品电商平台Farfetch发发奇于周二联合“天猫潮Live”与天猫奢品,共同发起一场 “潮流拔尖季”的活动,这是该平台自3月1日登陆天猫后发起的首次联合营销,一次性推出5万款潮流单品,并邀请Palm Angels、Ambush等品牌主理人、明星宋祖儿、费启鸣以及多位身处潮流一线的网络KOL亲身演绎8大潮流风格,以更好地与年轻消费者产生共鸣。

 

电梯Ulike脱毛仪广告惹争议

 

“Ulike高级,Ulike高级,Ulike脱毛仪就是高级的!高级女人用高级的——高级!”

 

很多人认为“高级女人用高级的”口号涉嫌物化女性,扯着嗓门喊口号的方式让人不堪其扰;也有一些用户开始对这个品牌产生兴趣,因为“到处推广都是它,代言人还是全智贤”。但不得不承认,尽管令不少人感到厌烦和低俗,这种广告的确很容易达到洗脑式效果,让人记住品牌——不管是正面的还是负面的。(界面)

 

H&M将关闭30家西班牙门店,裁员1000人

 

受疫情影响,H&M将在西班牙关闭30家店并解雇1000多名员工。由于裁员数量远超过关闭门店所涉及的员工数量,该举措已引发工人委员会抗议,他们认为H&M此举是不合理的,目的只是为了尽可能地缩减开支。数据显示,在截至2月28日的三个月内,H&M销售额同比大跌21%至400.6亿瑞典克朗,税后亏损高达10.7亿瑞典克朗。

 

传统药企成功跨界食品快消领域

 

如今传统药企开始了数字时代下的转型探索。东阿阿胶、云南白药、同仁堂、片仔癀、马应龙等药企纷纷向“大健康”产业转型,借助在医药领域的品牌势能驱动跨界,美妆、日化品类成为他们转型跨界的重点方向。

 

相关数据显示,目前涉及化妆品业务的药企数量已有将近300家。其中老字号中医药企业东阿阿胶走出了一条与众不同的思路。东阿阿胶推出养颜零食品牌桃花姬,这也是传统OTC药企首次成功进军食品快消领域的典型案例。(CBNData 第一财经商业数据中心)


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二、互联网平台

 

淘宝原付费营销工具“三宝一券”将改为免费

 

36kr报道,“店铺宝”、“单品宝”、“搭配宝”、“优惠券”等4个付费商家营销工具(“三宝一券”)将在近期改为免费,该变化适用于淘宝上所有商家。在淘宝内部将“三宝一券”4个商家营销工具改为免费的意见非常一致,预计近期就会正式宣布。消息人士同时表示,对已付费购买商家,届时细则中会制定清晰的退费细则。

 

抖音内测“发现”页,为直播、电商和音乐等业务提供独立入口


抖音于近期测试了“发现”页,取代了首页左上方的“直播”入口。“发现”页内聚合直播、电商和音乐等主要业务。值得注意的是,此次测试为抖音音乐和抖音电商带来了固定入口,其中抖音音乐迎来了较大升级,拥有播放器、音乐推荐等功能。

 

脸书回应逾5亿用户信息遭泄露:系黑客于2019年抓取


据“中央社”报道,近日,美国社交媒体平台“脸书”被曝有超5.3亿用户的数据遭泄露,引发关注。“脸书”产品管理主任克拉克表示:“恶意行为者取得这些数据并非透过入侵‘脸书’系统,而是通过在2019年9月之前于‘脸书’平台上抓取而来,知晓这一点很重要。”据介绍,“抓取”指的是一种技术,即利用自动软件来搜集在网络上所公开分享的信息。

 

三、服务机构

 

网易数帆正式升级旗下大数据业务品牌为“网易有数”

 

网易数帆正式升级旗下大数据业务品牌为“网易有数”,此次升级将大数据业务重点从“数据管理”转向“数据价值”。升级新增了包括机器学习平台,消费者运营,标签画像和流量分析在内的技术服务。基于之前的大数据分析及可视化平台(BI),形成了数据产品及算法工具体系,可以为用户提供智能的场景化数据产品,为企业决策提供科学依据,提升用户使用体验。

 

新意互动与蒙牛、爱玛成功签约

 

经过为期近两个月的比稿,新意互动成功拿下蒙牛乳业集团2021年KOL采买供应商项目。

 

BBDO大中华区欢迎马吐兰(Nicole Ma)回归,任首席创意官

 

BBDO前创意中坚力量马吐兰(Nicole Ma),再次回归BBDO大家庭的怀抱。Nicole回归之后将与其他13位创意领袖共同列位BBDO大中华区管理层团队。她将担任首席创意官,负责安踏集团业务和其他事务。

 

四、案例

 

舒适达官宣品牌大使张哲瀚


张哲瀚成为舒适达品牌大使,精彩演绎冷热双面,邀请消费者一起用舒适达红蓝管,尽享冷热。此外,粉丝们在品牌天猫旗舰店可以查看任务,与代言人进行互动,解锁张哲瀚更多宝藏视频,还有机会助力他登上户外应援屏。

 

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脉动宣布刘昊然成为品牌代言人

 

脉动宣布刘昊然成为品牌代言人。


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OPPO 给倪妮开了家“宇宙摩卡咖啡馆”

 

4 月 3 日至 8 日,OPPO 以太空飞碟为灵感,在杭州湖滨步行街打造宇宙摩卡咖啡馆,倪妮化身店长为五位幸运小伙伴亲手调制 Find X3 宇宙摩卡。 



五、趋势洞察

 

Extremereach:2020全年及第四季度视频广告报告

 

Extremereach发布了“第四季度和2020年视频广告报告”。几年前,15秒广告占视频广告展现量的最大份额。现在,30秒广告约占视频广告展现量的4/5。

 

2017年,15秒广告占视频广告展现量的62%,而30秒广告仅占视频广告展现量的1/3。但是,2018年,这一份额已经更倾向于30秒广告。2020年,15秒广告仅占视频广告展现量的1/5(21%),而30秒广告的展现量份额则达到79%。

 

过去4年,观看视频广告的平均时间保持稳定。2020年,30秒广告的平均播放时间为26秒,而观众观看15秒广告的平均播放时间为13秒。

 

就设备而言,2020年联网电视在视频广告展现量中所占份额似乎最大(38%)。但是,尽管该报告现在将移动应用和网络视频的展现量也进行了划分,但将这两个类别加在一起所占的展现量份额几乎与联网电视相等(39%)。这与2019年移动视频展现量份额增长的趋势一致。

 

IMF:预计2021年全球经济或创下40年来最大增幅

 

IMF称全球GDP在2020年录得下滑后将创40年来最大增幅,但GDP增长速度明显低于疫情爆发前的预期趋势,依赖旅游业的经济体受到的影响最大。IMF预计,今年全球GDP增速为6%,高于此前预期的5.5%。

 

此外,IMF预计:

今年美国GDP增速为6.4%,高于此前预期的5.1%。IMF首席经济学家戈皮纳特指出,美国2022年GDP预测将超过疫情前的水平。

今年中国GDP增速为8.4%,高于此前预期的8.1%。戈皮纳特认为,中国经济增长预期的改善主要是由于外部环境的改善。

将今年欧盟GDP增速预期上调至4%,预计今年英国GDP增速为5.3%,日本GDP增速为3.3%。

经济增速唯一被下调的地区是“东盟五国”,即印度尼西亚、马来西亚、菲律宾、泰国和越南。这五个国家在2021年的整体预期增长从先前的5.2%预测下调至4.9%。

 

六、海外

 

CMO如何应对大量的隐私法规?

 

This article is part of the Digiday Privacy Preview, a digital issue of stories examining what the coming changes to Chrome and iOS will do to the worlds of media and marketing. Read the rest of that coverage here.

 

As privacy-related issues slide up into marketing conundrums across the advertising landscape, every participant in the buy-sell equation is trying to figure out how to proceed with minimal change and maximum results.

 

At the top of the food chain are CMOs, the execs holding the purse strings of advertising and in the seat of power. But they’re also under greater pressure than ever before from their CEOs and CFOs to deliver results for the tens or hundreds of millions of dollars they spend marketing their products and services.

 

How are CMOs dealing with the raft of privacy regulations, as well as Apple and Google’s recent moves to inhibit behavioral tracking? How big a priority are these issues to them?

 

It’s telling that the CMOs contacted for this story either declined to comment on the record, or didn’t return calls requesting interviews.

 

广告技术公司争相争取消费者同意

 

Consider 2021 the age of consent.

 

The end of third-party cookies is pushing nearly everyone in the supply chain to try to figure out how to get consumers to opt in – including a growing number of ad tech companies that are attempting to create their own consumer-facing consent mechanisms.

 

It’s a new and largely unfamiliar territory for companies accustomed to operating behind the scenes.

 

But they’re forging ahead because they face an existential threat as personalized advertising becomes more challenged, said Romain Gauthier, CEO and co-founder of French consent management platform Didomi.

 

“Ad tech companies are investing in better consent and preference experiences for end users simply because they have no other choice but to try and emerge as brands that end users can safely trust,” Gauthier said.

 

Which is the definition of easier said than done.

 

亚马逊在数字广告领域的份额不断增长

 

Watch out, Google and Facebook – Amazon is catching up. According to eMarketer, Amazon’s share of the digital ad market in the United States grew to 10.3% last year, up from 7.8% in 2019, The Wall Street Journal reports. It’s expected to make up 10.7% of the US digital ad market this year, growing to 11.9% in 2022 and 12.8% in 2023. As Amazon continues to gain on market leaders Google and Facebook, it’s a sign that brands are increasingly turning to the ecommerce giant to help them reach an expanding base of online shoppers. Amazon’s US ad revenue last year grew to $15.7 billion, up 52.5% from 2019, and while its digital ad share is still relatively small compared to its tech platform cousins, Amazon is quickly becoming a viable competitor on the advertising front. Nearly 90% of Amazon’s ad revenue was driven by ads that appeared on the company’s e-commerce platform, with search ads for sponsored products and brands accounting for a large percentage of that revenue.

 

为什么Clubhouse尚未成为品牌社交剧本的一部分

 

Clubhouse is gaining popularity among users, but brands haven’t incorporated the audio-based platform into their core social media strategies just yet. As the vaccine rollout continues and has the potential to reshape consumers’ habits, brands still consider the channel to be an experimental space.

 

Yet, audio-based platforms are gaining traction and many brands are eager to get in on the ground floor while many of those offerings are still in beta. Earlier this year, Twitter rolled out its own versions of Clubhouse with Twitter Spaces; Facebook was not far behind with its own rival product, per the New York Times.

 

Where there’s an audience, there’s an opportunity for brands to get their product in front of consumers. Brands like CarParts.com and Restaurant Brands International (holding company for Burger King, Popeyes and Tim Hortons) have hosted investor calls on the app. Meanwhile, dog food brand Pedigree recently hosted a Clubhouse room, with the help of creative agency BBDO NY, geared toward pet adoption.

 

“There’s been some novel use cases where brand mascots appear in discussions and some experimentation with sponsored chats,” said Nathan Young, head of strategy at Deloitte Digital’s Chicago studio, “but we have not yet seen brands make any major plays.”

 

品牌在数字营销动荡中下注文字以激起客户的兴趣

 

The messages app is starting to become the most sought-after piece of digital real estate among brands and retailers.

 

Marketers at e-commerce startups say they’re increasingly using text messages to promote new sales or product launches. That’s because they are finding it more difficult to get customers to pay attention to emails, as some customers have now signed up for email updates from dozens of brands after a decade-plus of online shopping. Additionally, the upcoming iOS14 update threatens marketers’ ability to use targeted ads on sites like Facebook. As part of the iOS14 update, iPhone users now must opt in for apps to track their browsing histories. If customers don’t, marketers will no longer be able to use their browsing history on past sites, like e-commerce sites, to serve them targeted ads.

 

Put together, companies are coming for people’s most intimate form of communication, amidst a slew of digital marketing changes. Because people still use it to primarily communicate with friends and family, text messaging is one of the last methods of digital communication that hasn’t been completely overrun by brands. But since it’s still not primarily used as a marketing channel, marketers are still trying to figure out just how many texts from a brand customers will tolerate. Bombard customers with too many text messages, and companies risk alienating with them altogether.

 

“In many ways, I think SMS is the final frontier of marketing and brand communications,” said Kinfield CEO Nichole Powell, whose startup sells skincare essentials for the outdoors like bug repellent and moisturizer. “As a consumer, I can see why — I gave up on my personal inbox years ago, and now even social media oftentimes feels quite saturated. There are brands that I’ve followed on Instagram for years, but I couldn’t tell you the last time I saw one of their posts.”

 

Investor and marketing strategist Nik Sharma said that part of what is fueling the SMS boom is brands in search of more ways to “somehow keep [customers] engaged and get them on the path to purchasing something.” According to marketing platform Omnisend, the number of SMS messages sent by the more than 50,000 companies that use Omnisend’s software increased by 378% between 2019 and 2020, while email campaigns were up 108%.

整理自互联网

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