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Morketing · 2016-09-29 16:45

【摘要】Morketing原创未经允许禁止转载

Morketing原创未经允许禁止转载

1．品牌 | BlackBerry Hangs Up on the Handset Market

After 14 years of manufacturing handsets – including a few rocky ones of late – BlackBerry has announced it is exiting the devices business entirely.

The company will pivot to focus entirely on software, in particular the areas of security and the ‘enterprise of things’. It’s a path the company started down when it opened up BBM, the messaging app that was arguably the final USP for its devices, and made it available on Android and iOS. Software is, according to COO Ralph Pini, “what’s most important to our customers.”

2．观点 | Factual exec: Location data is best way to determine a consumer's real self

An executive from Factual spoke at the MMA SM2 Innovation Summit 2016 about the importance of combining location data with place data and advised how brands and marketers can take advantage of these two metrics.

Speaking about the various ways brands and marketers have used location data, the executive emphasized that geodata is about more than just coordinates. To truly succeed at geotargeting consumers, location data needs to be married to a smart network of specific places.

3．数据 | eMarketer：2016年美国广告程序化购买支出将超过252亿美元

根据eMarketer的最新预测，今年美国广告程序化购买支出将达到252.3亿美元。今年广告程序化购买将占美国展示广告支出的73.0%。今年Facebook广告程序化购买收入将达到111.0亿美元，占美国展示广告程序化购买市场的43.7%。今年谷歌广告程序化购买收入23.9亿美元，占美国广告程序化购买市场的9.4%，排在第二位。

4．数据 | 4G用户占比首次过半户月均使用流量798.5M

近日，工信部公布了8月份通信行业的运营情况。在移动用户上，截至到8月31号，移动电话用户总数达到13.09亿户。移动宽带用户（即3G和4G用户）总数达到8.69亿户，占移动电话用户数的66.4%。2G和3G用户继续加快向4G用户转换，4G用户总数达到6.60亿户，占移动电话用户数的比例首次突破一半，达到50.4%，今年1~8月净增2.30亿户。

5．品牌 | TCL推出副品牌XESS创逸，瞄准中高端人群

9月28日下午，TCL的秋季新品发布会上，TCL不仅推出了多款产品，还推出了高端副品牌XESS创逸，从TCL此次发布会传递的信息来看，其正在尝试向高端、商务市场转型。在发布主打高端人群副品牌XESS创逸的同时，TCL还同时发布了XESS创逸旗下的一系列产品，包括电视产品X1、X2和大屏产品S1。郎平为高端副品牌XESS创逸电视产品的形象代言人。

6．财报 | 耐克2017财年Q1财报：未来订单量连续三个季度下滑，以后的日子不好过

本周二，耐克公布2017财年第一季度财报，截至8月31日，集团营收90.6亿美元，同比增长8%。调整后每股收益为73美分。财报显示，在2016年6月1日至8月31日期间，耐克公司取得了90.6亿美元的营业收入，比去年的同期84.1亿元实现了8%的增长，抛开汇率因素增长率为10%。耐克品牌产品营收84.6亿美元。耐克旗下的匡威取得5.74亿美元的营收，剔除汇率影响上涨了4%，因为北美地区增长态势良好，抵消了欧洲和亚太地区的下滑。

7．谷歌 | Google Expands Free Measurement Tech For Its Marketing Cloud

Google will expand its free marketing measurement software by adding an A/B testing product (Google Optimize), a data reporting and dashboard-creation tool (Google Data Studio) and new machine learning capabilities for Google Analytics. These products will be available in an open beta starting next month.

8．营销 | 百思买联手 PCH 为硬件初创公司提供实体店展示空间

周二早些时候，Highway1 的母公司 PCH International 宣布跟百思买达成协议，双方将在百思买的大卖场向硬件初创公司提供宝贵的货架空间。这项名为 Igite 的计划将从小处开始，首先会在其硅谷门店提供一处专门空间——这家新开业的门店位于谷歌总部所在地山景城，是从雅虎总部所在地桑尼维尔那里搬迁过来的。首批上架的产品包括：Muzik 的耳机（支持 Spotify）、Noke 的智能门锁以及 Zuli 的智能插头。据百思买称，这项合作标志着他们将采取更积极的举措来吸引初创公司。

9．观点 | Why Holding Companies Will Struggle To Become The ‘Agency Of The Future’

Times Square was abuzz this week with talk of the elusive “agency of the future.” “Agencies will need to be far more empathic, far nimbler and more agile,” said Peter Gunning, CEO of DDB Chicago, on Tuesday at Advertising Week in New York City. “The holding company getting rid of silos is the foundation of these models.”