Morketing·每日监测6.16:快手海外预算10亿美元再战TikTok;京东云发布618十大技术应用趋势;亚马逊正在屏蔽谷歌的FLoC
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Morketing·每日监测6.16:快手海外预算10亿美元再战TikTok;京东云发布618十大技术应用趋势;亚马逊正在屏蔽谷歌的FLoC

Rita Zeng · 2021-06-16 08:09

【摘要】每日营销资讯

一、品牌

 

H&M集团第二季度收入大涨75%


在截至5月31日的第二季度,瑞典快时尚集团H&M销售额同比大涨75%至465.09亿瑞典克朗,在6月1日至13日期间,该集团的销售额以当地货币计算也增长了 35%,与2019年相比上涨2%,恢复至疫情前水平。


联合利华收购护肤品牌Paula's Choice


联合利华宣布,将从TA Associates手中收购护肤品牌Paula's Choice Skincare,交易预计将在第三季度完成,但未透露具体金额等细节。Paula's Choice创立于1994年,秉持“不求最贵,只求最好”的产品理念,为确保产品的有效性,所有产品成分根据国际权威科学刊物上发表的研究结果选定,且不含香料,不含着色剂,十分温和安全。


LINE FRIENDS回应“退出中国市场”:将持续深耕中国市场,线下空间调整为整体战略布局需要

 

针对“LINE FRIENDS退出中国”的报道,LINE FRIENDS发表声明称,LINE FRIENDS将持续深耕中国市场,线下空间调整为LINE FRIENDS整体战略布局需要。针对线下空间,LINE FRIENDS未来将更侧重新零售的布局,快闪店活动以及空间方面的主题授权,以期通过更“轻”的线下模式以及与本土品牌的紧密合作,扩大与消费者的连接点。

 

电子烟品牌“YOOZ柚子”完成超2亿美元融资

 

电子烟品牌“YOOZ柚子”已于近期完成超2亿美元融资。本轮所融资金主要用于线下新老门店支持、拓展及新品研发。

 

二、互联网平台

 

快手海外预算10亿美元,再战TikTok


2021年,快手为海外扩张准备了10亿美元预算。今年头三个月,快手在海外就花了至少2.5亿美元(约为快手一季度总营销费用六分之一),4月单月花了近1亿美元。TikTok也确实预计在巴西投放1 亿美元,但不设上限。两家公司都把补贴新用户作为获客手段。刚开始,通过介绍新用户注册,平均每个用户可以从TikTok或Kwai上拿到6美元奖励。

 

欧盟法院支持欧洲各国数据隐私监管机构对谷歌、推特等美国网络公司采取行动

 

欧盟法院发布公告称,在一定条件下,欧洲27国数据隐私监管机构均可对包括谷歌、推特、脸书和苹果等美国大型互联网公司采取行动,进行监管。多家媒体分析认为,由于这一尺度的放宽,接下来美国大型互联网公司可能在欧洲面临更多的诉讼和罚款。

 

微博:严打水军刷榜,深入清理饭圈有害信息

 

据微博管理员官方账号,为落实国家网信办2021“清朗·‘饭圈’乱象整治”系列专项行动的相关要求,微博于5月21日启动了“粉圈健康生态专项行动”,后续微博将深入清理饭圈互撕谩骂、造谣攻击、侵犯他人隐私等有害信息;集中处置职业黑粉、恶意营销等各种“带节奏”,制造群体对立的账号;规范追星礼仪,引导粉丝理智追星,反对饭圈攀比消费、非理性应援等各种不文明行为。

 

抖音、西瓜视频、今日头条宣布获美洲杯直播版权

 

抖音、今日头条和西瓜视频同时宣布成为2021美洲杯新媒体合作伙伴。除获得全部比赛直播版权外,三平台在本次合作中还获得赛事的二次创作权益,用户可对比赛内容进行解说、剪辑等二次创作,并在平台分享。

 

优信宣布正式签署3.15亿美元融资协议

 

二手车在线交易电商优信集团正式宣布其已于6月14日和蔚来资本及愉悦资本正式签署潜在总额达3.15亿美元的融资协议。公告同时透露,优信投资机构58集团、TPG、华平等可转债持有人拟将其持有的合共6900万美元可转债转换为公司普通A类股份。

 

三、服务机构

 

京东云首次发布京东618十大技术应用趋势

 

在“解码京东618:京东云发布十大技术应用趋势”为主题的媒体沙龙会上,京东集团副总裁梅涛发布了京东云618十大技术应用趋势,包括C2M反向定制、智能客服、多模态营销内容生成、区块链防伪追溯、智能供应链决策、一体化供应链、虚拟数字人、支持超大规模数据集的隐私计算平台、基于云原生的混合数字基础设施、液冷数据中心。

 

LiveRamp宣布与家乐福扩大全球合作伙伴关系

 

LiveRamp宣布与家乐福扩大全球合作伙伴关系,通过LiveRamp Safe Haven为家乐福提供数据协作、分析等。LiveRamp Safe Haven是家乐福此次推出的新业务部门“ Carrefour Links”的一部分。通过在中立、安全和许可的环境中提供数据连接和身份管理,LiveRamp为零售商提供新的使用场景和收入流。

 

久其数字传播旗下“PandaMobo”与“店匠SHOPLAZZA”达成战略合作

 

近日,久其数字传播旗下海外营销品牌“PandaMobo熊猫新媒”与“店匠SHOPLAZZA”达成战略合作伙伴关系。据官方介绍,店匠提供“SaaS建站服务”和“DTC营销方案”;PandaMobo为Facebook、Twitter和Google的大中华区官方合作伙伴。

 

Commvault宣布推出管理服务提供商和整合商合作伙伴优势计划

 

数据备份及恢复领域服务提供商Commvault宣布推出增强版管理服务提供商(MSP)和整合商合作伙伴优势计划。据官方介绍,Commvault的核心目标之一是为合作伙伴提供智能数据服务,帮助企业实现数据和应用程序的保护与管理。此外,Commvault还计划在今年晚些时候将Metallic for MSP加入到合作伙伴优势计划中,扩大MSP合作伙伴的服务目录。

 

四、案例

 

蜜雪冰城的歌有了 14 国 20 种语言版本

 

蜜雪冰城推出魔性动画 MV 主题曲,由于过于魔性的歌词旋律,引发了不少 B 站热心网友二创,带来了各个语种的主题曲以及表情包,蜜雪冰城也将其整合成了 MV 合集,一共 14 国 20 种语言。



小 S 成为新锐情趣品牌大人糖首位明星代言人

 

国内新锐情趣品牌大人糖正式官宣小 S 成为首位明星代言人,二者携手带来代言短片《超敢性日记》,用 3 段小故事分别讲述少女时期的懵懂、恋爱之后的意识觉醒,以及成为人妻之后的自我探索。



五、趋势洞察

 

美国成年人收听音频的时间中有41%是通过AM/FM广播

 

Edison发布了新报告“广播——直播和无处不在”。美国成年人收听音频的时间中有41%是通过AM/FM广播。

 

广播迷(Radio Heads):虽然这部分听众只占AM/FM听众总数的9%,但他们是最热情的听众。这些听众花在收听AM/FM广播上的时间比普通人多29%。根据报告,广播迷更可能是女性,年龄在54岁以下。他们的收入和受教育水平也比普通听众更高。广播听众更可能通过智能手机(43%)、智能音箱(30%)和电脑(29%)收听AM/FM广播。约72%的人表示,他们通常在收听AM/FM广播时也会听赞助或广告。

 

保持联系者:Connection Seekers,利用广播保持联系的听众,占广播听众的16%,他们也是重量级听众,每周花在AM/FM广播上的时间比平均水平多12%。在收听广播广告方面,不容错过的是Connection Seekers。大约70%的人通常在收听AM/FM广播时收听广告。

 

端午档4.66亿元创近五年新低,无一影片票房破亿


国家电影专资办数据显示,端午假期(6月12日-6月14日)全国电影票房收入4.66亿元,创下了近五年同档期票房新低。据灯塔电影数据,2016-2019年端午档分别实现票房8.46亿元、7.6亿元、9.12亿元、7.85亿元。

 

下半年中国70%消费者愿意购买全新品牌智能手机


Strategy Analytics的最新研究表明,计划在未来6个月内购买新手机的中国买家中,有70%的人愿意购买评价好、价格合适的全新智能手机品牌。只有一半的中国智能手机用户同意,他们当前的智能手机几乎能满足他们的所有需求。

 

六、海外

 

数字营销测量需要新的“A 计划”

 

If you’re planning for the impending death of the cookie, that’s a productive focus – but also, think bigger. Those keen on planning for what’s next should start preparing for the end of digital marketing measurement as we know it.

 

Marketing ecosystem changes are destroying the very cornerstones of traditional digital marketing measurement. Policy changes announced by tech giants such as Apple and Google – along with evolving privacy laws – greatly restrict how individual-level data is collected, integrated, and utilized for measurement. This means we immediately need to say goodbye to view-through based KPIs, multi-touch attribution, and our ambition for deduplicated reach and frequency across partners.

 

Browser changes mean it will no longer be possible to use an ad server or pixel-based measurement to partner to track a consumer across the internet. These seismic shifts threaten the foundation of measurement and will create a wave of disruption across marketing departments and analytics teams as they scramble to explain declining media performance or lost KPIs.

 

In this new situation, your usual Plan A will no longer work. If brand leaders continue your default approach to the market, performance will seemingly decrease because you’re using old standards that don’t reflect new realities. We also know that in the marketing world brands only ever really get to activate a Plan A, so acknowledge major shifts to make it last.

 

Speed will be essential to leadership, so plan fast but plan smart.

 

Now is the time – not 2022 – to revisit your measurement framework, KPIs and benchmarks, because only organizations that move with immediacy will have the best understanding of performance continuity in this shifting landscape.

 

Facebook增长放缓

 

Facebook ain’t growing as it used to. Insider Intelligence released data projecting a sub-1% increase in US users of the blue app this year, down from 3.3% last year and 1.9% in 2019. However, the growth is not as anemic as it sounds. According to the researcher, the COVID pandemic “helped to push future accelerations forward, and as a result, Facebook will see slower user growth for the rest of our forecast period, which ends in 2025.” Even so, Facebook is definitely losing younger folks. Both the 12-17- and the 18-24 demographics will decline through the next four years.

 

亚马逊正在屏蔽谷歌的FLoC

 

Amazon is blocking Google’s controversial cookieless tracking and targeting method.

 

Most of Amazon’s properties including Amazon.com, WholeFoods.com and Zappos.com are preventing Google’s tracking system FLoC — or Federated Learning of Cohorts — from gathering valuable data reflecting the products people research in Amazon’s vast e-commerce universe, according to website code analyzed by Digiday and three technology experts who helped Digiday review the code.

 

Amazon declined to comment on this story.

 

As Google’s system gathers data about people’s web travels to inform how it categorizes them, Amazon’s under-the-radar move could not only be a significant blow to Google’s mission to guide the future of digital ad tracking after cookies die — it could give Amazon a leg up in its own efforts to sell advertising across what’s left of the open web.

 

“This move is in direct correlation with Google’s attempt to provide an alternative to the third-party cookie,” said Amanda Martin, vp of enterprise partnerships at digital agency Goodway Group. She called Amazon’s choice to block FLoC on most of its sites another example of the chess moves Google, Apple, Facebook and Amazon are making as data privacy pressures force the destruction of the foundation of data tracking across the internet: the third party cookie.

  

电视广告增长率正在以惊人的速度发展

 

The 2021-22 TV upfront marketplace, accounting for some $20 billion or more in advertiser commitments laid down across linear, cable and streaming/connected TV for the next 12 months starting in 3Q, is close to wrapping up initial negotiations, said several media buyers. It’s arguably the strongest seller’s market in modern memory, for several reasons.

 

Major linear network owners, including NBCUniversal, Disney and Fox, are all said to be done, and have secured considerable increases in the cost of their ad time per 1,000 viewers (known in industry parlance as CPM increases), ranging from 16 percent above last year’s rates to the low 20 percent range. CBS/Viacom is said to be still negotiating for even higher ad-rate increases between the mid-20s and 30 percent.

 

The major cable networks, many of which are owned by the same media companies, are also actively wrapping up negotiations and are said to be securing CPM increases between 9-13 percent over 2020 rates. Again, Viacom-owned cable networks are said to be holding out for 20 percent increases, which media buyers Digiday contacted said they are reluctant to pay.

 

More dollars working in the marketplace than last year, when the market was depressed due to the effects of the coronavirus crisis and several big TV spenders (including movie studios, travel and automotive clients) slowed down or stopped their spending.

 

Spring 扩大与 Instagram 的合作伙伴关系

 

Creator commerce platform, Spring (formerly Teespring) is expanding its Instagram partnership with the launch of a new commerce integration and a creator incentive programme.

 

Available to U.S. creators by the end of the year, the expanded integration will empower creators with the ability to initiate product creation and establish shops within the Instagram app.

 

Other features of the partnership include product tagging across posts, stories, reels and more as well as new tools that will help creators gather insights and customize their stores.

 

The new incentive program will exclusively grant Spring creators with up to $50,000 (£35,298) in additional revenue on products sold via shopping tools on Instagram.

 

Acting as a scalable solution for the creator middle class, the programme will help select creators to jumpstart and grow the social commerce side of their content creation businesses by leveraging Spring’s end-to-end commerce capabilities. This investment will help to reduce the concentration of financial success in the creator economy, stimulating growth of the everyday creators.

整理自互联网

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