1、腾讯零钱通上线公测

 

腾讯新功能零钱通上线公测，用户开通零钱通后，可以将微信钱包里的资金直接用于微信支付所有场景的消费，也能同时帮助用户自动获取理财收益。

 

2、贝因美做起了母婴电商，旗下「妈妈购」完成首轮融资

 

贝因美集团旗下母婴电商平台「妈妈购」获得首轮融资，据相关人士透露，投前估值达 12 亿元。投资金额和投资方暂未做透露。妈妈购目前有上千家合作的品牌方，注册用户超过千万，营收环比增长 160%，仅双十一当天 GMV 达数千万。

 

3、BAT财报对比：百度跌出第一阵营，营收与腾讯阿里拉开差距

 

2018年第三季度，腾讯和阿里单季营收都突破了800亿元，百度营收达到282亿，但在下一个季度，百度营收又会大幅回落。财报显示，腾讯第三季营收805.95亿元，同比增长24%，受惠于支付相关服务、网络广告、数字内容销售及云服务的增长。阿里巴巴第三季度收入851.48亿元，同比增长54%。阿里巴巴第三季度核心电商收入724.75亿元，同比增56%，占营收比例为85%。百度第三季度核心业务营收为216亿元（约合31.5亿美元），同比增长25%；爱奇艺营收达到69亿元（约合10.1亿美元），同比增长48%。

 

4、亚马逊中国与腾讯视频推出首个联合套餐，售价299元

 

亚马逊中国Prime会员服务正式联合腾讯视频，推出首个Prime联合套餐——亚马逊Prime+腾讯视频VIP联合套餐，售价299元，专属权益包括亚马逊Prime会员专享的海外购订单满额全年无限次免费配送、全年无限次免费畅读逾千本Kindle电子书等权益，以及腾讯视频会员提供的热剧抢先看、极速下载等30余项专属权益。

 

5、拼多多回应做空机构质疑

 

11月16日，拼多多就美国做空机构Blue Orca发布的做空报告表示，其中所列举的指向性内容与事实完全不符，公司将在11月20日三季度财报发布当晚的分析师电话会议上回答相关提问。拼多多称，财务报表中的数字完全符合美国证券交易委员会（SEC）的规定，提交的文件符合美国通用会计准则，并经安永会计师事务所审计。11月15日，Blue Orca发布做空报告称，拼多多夸大了公司营收和GMV，少计算了人力成本及亏损额，拼多多市场价值虚高。该报告发布当晚，拼多多股价涨11.66%。

 

6、从“有趣”到“有用”，抖音营销如何影响5亿年轻人？

 

抖音仍然是以 15s UGC 内容为主的短视频平台，但同时，抖音正在实现从「有趣」的短视频平台向「有用」的内容平台的升级：一方面抖音仍将保持占据用户注意力和使用时长的 C 位优势，而另一方面，对品牌特别是本地中小区域品牌来说，有用的抖音也为其打开了更广阔的营销空间。

 

「在区域营销中，我们看到很多本地品牌其实是有 Branding 的强烈诉求，并不是说只想靠发券打折吸引用户这么简单。对于想建立自己品牌影响力的本地品牌，短视频是一个能够兼具内容表现力与用户互动性的优质载体。」字节跳动营销中心总经理陈都烨说起中小品牌的区域营销痛点。

 

7、YouTube新增99部经典电影供免费观看：忍受广告

 

以收费方式作为观看电影主要方式的视频网站YouTube做出调整，从10月份开始，新增了大量免费的经典电影。YouTube大约新增了99部经典的好莱坞电影供免费观看 ，包括《洛基》系列、《终结者》系列、《律政俏佳人（Legally Blonde）》系列等。不过，虽然是免费，可用户需要牺牲的是，忍受部分广告，另外，似乎还有一些观看地区的限制。

 

8、荣耀赵明:印度市场不牺牲利润 手机行业时刻都有危机

 

荣耀总裁赵明近日接受《南方人物周刊》专访时谈到了荣耀的全球化战略。他表示，荣耀在印度市场不会牺牲利润，俄罗斯市场将冲击第一，而美洲市场将在2020年迎来爆发。今年荣耀在大力推进国际化战略。他认为，华为+荣耀的双品牌策略，荣耀的轻资产模式以及荣耀灵活机动的全球战略，是今年得以在全球快速增长的原因。他提到，荣耀在印度市场不会牺牲利润，俄罗斯市场将冲击第一，而美洲市场将在2020年迎来爆发。

 

9、明星带货能力榜更新，蔡徐坤输给了朱一龙、陈小春？！

 

第一财经商业数据中心（CBNData）发布了星数——2018三季度“CBNData明星消费影响力榜”。

 

在CBNData明星消费影响力2018三季度总榜中，余文乐（NO.1）守擂成功，连续两个季度问鼎线上“带货王”；在CBNData明星消费影响力2018一季度总榜中摘得桂冠的杨幂（NO.2），在三季度总榜中再次惜败而维持第二；不过“探花”之位倒是喜迎“新面孔”，不是在CBNData明星消费影响力2018二季度总榜中空降第四的蔡徐坤，而是镇魂CP中的朱一龙（NO.3），蔡徐坤（NO.5）在本季度总榜中则让贤陈小春（NO.4）。

 

细究CBNData五大明星消费影响力指数发现：余文乐与杨幂均凭借自身在电商平台上的高涨人气以及带动的强劲“金力”，而得以连续三个季度稳居前三之列。相比之下，余文乐的消费跟随者们以他们一如既往的“剁手果断力”，使乐叔轻松卫冕。而首次入围TOP30的朱一龙通过网剧《镇魂》积攒的人气热度，显然也蔓延到了电商平台，而龙哥麾下种草大军们那“搜”而不舍的热情，也助其“首冲”就空降第三。 

 

10、路易威登展览：飞行、旅行、航行，每一种生活都是上海

 

 

11、阳狮集团CEO：咨询公司和代理商终将融合

 

Consultancies want to be more like agencies, and agencies want to be more consultative. Maybe they should all just merge together? In that spirit, Publicis Groupe CEO Arthur Sadoun predicts a “wave” of mergers, as the two sectors link arms against the giant tech platforms. Sadoun wouldn’t predict when it would happen, according to Reuters’ report from the Morgan Stanley TMT Conference in Barcelona, just that there will be “a big move at some point,” which will transform the market. Reuters notes that Publicis.Sapient already partnered with Capgemini last year to win a McDonald’s engagement. More.

 

12、Google Map将开启商家对话功能

 

Earlier today, 9to5Google pointed us to a blog post from Google announcing a new feature for Google Maps: messaging businesses. After it rolls out to iPhone and Android users, there will be a new “messages” button on the left-hand slide out drawer that lets you message the businesses you find in Google Maps.

 

A business that wants to participate will need to use Google’s “My Business” verification system and its associated app to send and receive messages. That app was just overhauled, as Adweek notes — making it more of a one-stop shop for small businesses to update their information for Google and to chat with customers.

 

13、Martech正在侵蚀CMO的预算

 

In an August 2018 study by Gartner of 621 marketing leaders in North America and the UK, respondents reported that, on average, they expect to spend 29% of their budget on marketing technology this year, up from 22% in 2017. This makes marketing tech the single biggest investment area for marketing resources, according to Gartner’s researchers.

14、规模化广告平台VS 小而精解决方案：广告公司如何把握二者平衡？

 

As programmatic media enters its second decade – and a wave of consolidation, fire sales and amalgamations of ad tech stacks change the industry – it is becoming increasingly hard for agencies and brands to identify the right solution for their business needs.

 

The current approach pits those who work across multiple vendors against those who prefer one enterprise-level solution that most adequately fits their needs. In a contracting environment, there is a limited role to play for vendors not named Display & Video 360, Amazon, The Trade Desk, MediaMath or AppNexus, which isn’t a positive development.

 

A prevalent issue facing programmatic media buyers and demand-side platforms (DSP) is that they need to decide whether they’d rather be a jack of all trades and master of none or deprioritize others to become the standard in a key area. This leaves very little middle ground. Many technologies, especially vertical- and format-specific DSPs, might excel at one thing but not at everything. On the flip side, there are the omnichannel DSPs that do everything OK but are only the best in one or two areas of programmatic buying.

 

15、亚马逊echo占据全球智能音箱75%市场

 

 

Analyst firm Canalys says that global smart speaker shipments grew 137 percent year over year in the third quarter, reaching 19.7 million units. That was up from less than half that figure (8.3 million) a year ago.

 

Roughly 75 million devices by year-end. The firm has projected 75 million devices “for the whole of 2018.” It’s not entirely clear whether this is shipments or an estimate of the installed base of smart speaker owners. Previously, Canalys projected global smart speaker ownership would reach 100 million by the end of the year — so it’s likely a downward revision of that earlier estimate.

 

16、Facebook is making a big marketing push for Portal — on TV

 

Facebook is spending big to get the message out about its video chat device Portal.

 

Between Oct. 1 and Nov. 13, Facebook bought more than $48.6 million worth of TV advertising in the U.S., almost all of which has gone toward the video chat device Portal, according to data from OTT ad analytics company iSpot.tv. This makes Facebook a top-20 TV ad buyer in the U.S. during that time period, spending more than typical TV advertisers such as Paramount, Walmart and Samsung in that time period, according to iSpot.tv.

 

Portal, which has an entry-level price of $199, allows users to make and receive video calls as well as share photos and messages. Other features include access to Facebook Watch programming, YouTube and an integration with Amazon’s Alexa.