品牌

沃尔玛申请虚拟商标

零售巨头沃尔玛于去年12月底申请了几个新商标，显示其有意制造和销售虚拟商品，包括电子产品、家居装饰品、玩具、体育用品和个人护理产品。在另一份文件中，该公司也表示将向用户提供虚拟货币以及非同质代币NFT，标志着这家零售巨头在研究如何参与元宇宙中迈出了重要一步。

六福珠宝第三财季同店销售额大涨45%

在截至去年12月31日的三个月内，六福珠宝同店销售额同比大涨45%，主要得益于上一年同期较低的基数。期内，六福珠宝香港和澳门的同店销售额录得41%的强劲增长，中国内地电商业务更是大涨51%，成为集团业绩增长的主要推动力。

星巴克中国宣布与美团就数字空间达成创新合作

星巴克中国宣布与美团就数字空间达成创新合作。该合作将借助线上平台的综合性服务触达优势，探索多重科技手段将星巴克的“咖啡空间”传送至消费者面前。此外，升级后的星巴克“专星送”服务全面上线美团外卖，消费者可享受会员权益打通、专属配送服务以及客制化点单体验等诸多权益。

舍得酒业：2021年净利同比预增112%-121%

舍得酒业发布公告称，预计公司2021年年度实现归属于上市公司股东的净利润为12.3亿元到12.8亿元，同比增长112%到121%。受国内疫情逐步得到控制，中高端白酒消费市场明显回暖，公司老酒战略逐步被市场接受等原因影响，预计公司营业收入较上年同期增长83%左右。

互联网平台

微软宣布687亿美元收购动视暴雪

据报道，微软宣布将以每股95美元的价格收购游戏巨头动视暴雪，全现金交易总价值687亿美元。微软表示，交易完成后，微软将成为世界上收入第三高的游戏公司，这笔收购将包括动视（Activision）、暴雪（Blizzard）和国王工作室（King Studios）的标志性特许经营权，如《魔兽》《暗黑破坏神》《守望先锋》，以及通过美国职业棒球大联盟进行的全球电子竞技活动。这将是微软史上最大规模的一笔收购。

快手小店将支持到店餐饮等交易

近日，快手电商发布公告称，为了更好地推进平台业务生态发展，快手小店新增到店美食、酒旅、医疗健康服务等15个本地生活行业相关的一级类目，商家可通过快手小店完成入驻，实现线上种草交易。快手小店已于1月15日对本地生活行业商家开放了入驻。针对新入驻商家，快手电商还设置了多重扶持政策。

百度：集度JiDU品牌正式发布，集度汽车机器人品牌标志“Pixel―J”正式诞生

据百度官方微博，集度JiDU品牌今天正式发布，集度汽车机器人品牌标志“Pixel—J"正式诞生。

谷歌被指控与Facebook“合谋”，意图垄断数字广告市场

近日，美国多州政府联合向联邦法院提交了针对谷歌的反垄断诉状文件，其中揭露了谷歌公司 CEO 桑达尔皮查伊 （Sundar Pichai）批准的一项与 Facebook 的交易。原告方表示，此项协议表明，这两家公司正意图“合谋”垄断数字广告市场。

苹果在荷兰开放外部支付服务，未来或将扩展至全球

近日，苹果公司宣布允许外部支付服务提供商进驻 App Store，遵守荷兰政府的要求，苹果向该国 “约会应用” 开放了第三方支付，将推出两个新的支付处理选项。

案例

新华社×小红书2022年度回顾：向上生活的力量

2022年初，新华社联合小红书发布年度视频《2022向上生活的力量》，视频用过去一年小红书平台上真实的用户视频混剪而成，致敬每一个充满生活力的个体，也希望用视频向更多人传递向上生活的力量。

哔哩哔哩：这支动画藏着2021年的13个回忆

2021 偷走了些时间，不过还好留下了更多温暖，2022 刚刚冒头，这支动画还带着上一年的余温。点开它，希望今年你能拥有一个温暖的开始。

趋势洞察

App Annie：移动广告支出有望在 2022 年达到 3500 亿美元

2022 年悄然而至，我们将迈入前所未有的移动优先的世界中：移动应用的使用时长创历史新高，在热门的移动优先市场中达到了每天 4.8 小时；

用户逐渐将注意力与消费转移到移动领域。在 2021 年，应用商店中每分钟用户支出超过 320,000 美元，与 2020 年的记录相比增加了近 20%；

不论早期采用者，还是被动使用移动服务的参与者，移动服务需求依然旺盛——全球消费者每分钟的应用下载次数超过 435,000 次；

广告主已注意到移动应用的广泛覆盖范围和深度参与，继 2021 年超过 2,950 亿美元之后，移动广告支出有望在 2022 年达到 3,500 亿美元。

DLA Piper：2021年欧盟数据保护罚款达创纪录11亿欧元

一项最新研究显示，过去一年，对欧盟通用数据保护法（GDPR）违法行为的罚款飙升了近7倍，达到创纪录的11亿美元。欧华律师事务所（DLA Piper）周二发布的一份报告称，自2021年1月28日以来，欧盟数据保护机构已经因违反GDPR而开出了总计11亿欧元的罚款。

海外

2022 年获得增长的 5 种方式

Marketers have already been challenged by Facebook’s privacy changes affecting social advertising, Apple’s iOS updates impacting email marketing, Google’s algorithm changes upsetting SEO rankings or Instagram’s shift to focus on video.

Unfortunately, marketing in 2022 will be even harder, resulting from continuing platform and technology changes combined with the evolution of culture and consumer behavior—including:

The explosive growth of TikTok and short-form video, which will continue to erode already minuscule attention spans and raise the stakes for the development of creative assets.

Attribution, already a challenge, will become exponentially more difficult with the growing data privacy war.

Success in the next year will require focusing internally and not externally. It’s no longer viable or responsible to take a passive role in customer acquisition. The most successful companies create an acquisition ecosystem that drives constant growth irrespective of external forces or factors.

Here five ways to create an acquisition ecosystem that is impervious to the inevitable changes that are coming:Talk to your customers、Collect data、Segment your customers、Identify the journeys、Align your efforts.

2022 年值得关注的 6 大应用趋势

Wearables

Wearable technology, also known as "wearables," is a category of electronic devices that can be worn as accessories, embedded in clothing, implanted in the user's body, or even tattooed on the skin. The rapid adoption of such devices has placed wearable technology at the forefront of the Internet of things (IoT).

Low-code app development

A low-code development platform is an application that provides the graphical user interface for programming and thereby develops the code at a high-speed rate and reduces the traditional programming efforts. 

Cross-platform frameworks

In 2022 we will continue to see the rise of Cross-platform frameworks. While there are a number of different frameworks available, the main two are: React Native, created by Facebook, and Flutter, created by Google.

Internet of Things

We'll continue to see the rise of IoT devices that can be controlled from mobile apps, especially apps that are linked to smart home devices. 

AR and VR

Another trend that we see in the future is a lot more AR and VR, primarily because phones are getting more advanced in terms of processing and the camera technology itself.

Foldable Screens

Mobile phones have been evolving to the point where they're almost perfect and with foldables, there are a lot of opportunities. For example, with YouTube, you can view the video on one half of your screen, and on the other half you can scroll through comments.

汽车品牌正在花费广告费来推广电动汽车

Auto makers aren’t the kingmakers they were in the Mad Men heyday, but it’s a major category and a bellwether for upper-funnel advertisers. 

Before 2021, there was little to no advertising for EVs. And Tesla didn’t prompt ad budgets to shift to EV despite surpassing all other car makers in terms of market cap because Tesla doesn’t advertise itself. 

Last year, auto brands collectively spent a quarter billion to promote EVs, Bloomberg reports. Still a pittance to the $3.1 billion spent to advertise combustion engine cars, but EV budgets are multiplying and the traditional pool is shrinking. 

Car brands were forced to advertise their EVs last year because there was a shortage of combustion engine cars for sale, due to supply-chain disruptions. Can’t send someone to a dealership if the car’s not waiting there. 

Audi outstrips other brands since EV models now take a majority of its ad budget. But it went all-in on EV marketing when it saw that viewers of its EV commercials were almost twice as likely to search for the brand online than viewers of its combustion engine car ads.