「Morketing·营销人早报」由Morketing Group出品，专门为营销人提供的每日早报，每日早8点整更新，围绕全球移动互联网、数字营销、广告主动态、互联网流量平台、服务机构、精彩案例，及全球营销趋势观察等展开，每天精选15-20条相关新闻，其中还包含5条海外新闻。

Morketing，提升营销人的全球连接效率。营销人的一天，从读「Morketing·营销人早报」开始。

一、品牌

一鸣真鲜奶吧上市，市值达53.17亿元

12月28日，一鸣食品 A股敲钟，开盘价13.26元/股，较发行价涨43.97%，市值达53.17亿元。招股书显示，2017年至2019年，一鸣食品年营收分别为15.16亿元、17.55亿元和19.97亿元，净利润分别为1.20亿元、1.57亿元和1.74亿元，同比增长均在10%以上。其中，真鲜奶吧贡献了最多的收益。2019年，奶吧门店渠道业务收入占比达到73.47%。截至今年6月底，一鸣食品的奶吧门店已有1699家，其中直营门店441家、加盟门店1258家。

儿童奶酪品牌“妙飞”完成近亿元B轮融资

儿童奶酪品牌“妙飞”于近日完成近亿元B轮融资，由高瓴创投领投，钟鼎资本、老股东经纬中国跟投。本轮资金将主要用于产能升级和市场投入。妙飞创立于2018年，旗下儿童奶酪棒、奶酪条等产品于2019年初上市。

张雨绮成为蓝河品牌代言人

蓝河绵羊奶官宣张雨绮成为品牌代言人，在新西兰为 8 月 8 日出生的张雨绮定制了 88 公亩的专属「绮遇蓝河牧场」，蓝河将无价之姐张雨绮与珍贵绵羊奶结合，打造高端奶粉新标杆。

完美日记携手京东图书推出新品腮红

近日，完美日记以#新年新知到#为微博超话，发布与京东图书联名腮红。此系列以红楼梦为主题，发起“熟知胭脂色号，也知红楼雅韵，做一个内外兼修的魅力女生”的产品宣言。

二、互联网平台

南方航空正式在拼多多上线机票官方直销业务

拼多多表示，南方航空正式在拼多多上线机票官方直销业务。拼多多用户通过“充值中心”中的飞机票入口预订南航机票后，可享受与南航官网购票一致的服务保障。继拼多多上线机票业务以来，南方航空是率先与拼多多开展机票官方直销模式的航空公司。

字节跳动旗下“火山引擎”推出一站式视频点播服务

字节跳动旗下数字服务与智能科技品牌“火山引擎”于12月28日正式推出一站式视频点播服务。功能上，火山引擎视频点播提供了包括短视频编辑、视频上传、多媒体处理、视频播放和质量平台等端到端服务，覆盖音视频采集、编辑、上传、存储、转码处理、分发、内容审核、播放等流程。

喜马拉雅与小米达成战略合作

昨日，喜马拉雅宣布与小米达成战略合作，双方将在音频内容和智能硬件等领域相互合作。喜马拉雅授权小米海量内容，未来小爱音箱用户可收听喜马拉雅节目。战略合作后，“喜马拉雅X Redmi小爱音箱Play”联名款音箱同期上线。未来，双方还将进一步探索音频会员服务。

虎牙发布年度企业社会责任报告

近日，虎牙公司正式发布“2020年企业社会责任报告”。报告显示，虎牙直播在2020年全年累计开展正能量直播2300余场，总时长超过1.9万小时，参与主播达3700余位，直播内容覆盖抗疫助农、全民反诈、爱心支教、文化旅游、公益助残等十多个领域。

微博第三季度收入下跌4%

在截至9月30日的第三季度内，微博营收按去年同期汇率计算下跌4%至4.657亿美元，广告和营销营收增长1%至4.167亿美元，增值服务营收大跌11%至4910万美元，净利润为3380万美元。9月微博的月活跃用户数为5.11亿，较上年同期净增约1400万，其中约94%为移动端用户。

三、服务机构

分众传媒：广告刊例价于年初会有一定比例涨幅

分众传媒在互动平台上表示，公司广告刊例价于每年年初会有一定比例涨幅。

胜加集团任命姚俊为首席运营官

胜加集团今日正式宣布： 姚俊先生出任胜加集团COO&胜加广告COO。在加入胜加之前，姚俊先生曾于好耶担任集团副总裁，并创办顺为互动和生米组成，拥有超过19年的广告行业背景，擅长品牌传播、媒介管理、数字营销等相关领域，并在互联网传媒广告公司积累了丰富的运营管理经验。

四、案例

大张伟在美团外卖开夜宵店

美团外卖上线夜宵代言人大张伟演绎的音乐广告片，串联了多个夜宵美食，宣告大张伟的夜宵店在美团开业，呼唤消费者每晚 8 点起上美团外卖点夜宵，享受最高 88 元红包的福利。此外，美团外卖还邀请大老师、贾玲在线教学如何更好干饭。

聚划算携手刘翔致敬赶路人

12 月 26 日，聚划算开启“致敬赶路人”跨年促活动，献给所有跨过 2020 的人们。

麦当劳年末温暖文案

临近年末，麦当劳写了一组关于快乐的哲学文案，可爱又暖心，回归食物带给人最初的满足。在这个不容易的2020，能被我们握在手里的快乐并不多，食物好像是为数不多可以确切掌握的快乐。

五、趋势观察

GroupM：2020年全球广告业年终报告

尽管全球经济形势严峻，但广告在风暴中的表现相对较好，最终仅下降了5.8%（不包括美国政治广告）。这比6月份的预期（-11.9%）要好得多，但仍比2019年（8.7%）有大幅下降。低迷的市场和新的消费者行为迫使企业迅速适应电子商务模式，数字广告受益匪浅。因此，GroupM将2021年全球广告市场展望从6月份的8.2%提高 到了12.3%。

纵观美国、中国、日本、英国、德国、法国、韩国和加拿大这八个最大的市场，预计其中七个市场的广告收入将在2020年下降近2%或更糟。中国是一个例外，预计中国广告增长率为6.2%。好消息是预计所有这些国家/地区都将在2021年实现增长：美国为11.8%、中国为15.6%、日本为12%、英国为12.4%、德国为4.6%、法国为7.2%、韩国为1.6%、加拿大为15.1%。

IDC：预计到2024年近5成重复工作任务将由“数字员工”实现

IDC发布2021年中国人工智能市场10大预测。IDC预计，在金融、医疗、政府和其他受监管的公共部门中，超过15%的以消费者为中心的AI决策系统将引入解释其分析和决策过程的相关规定；到2024年，45%的重复工作任务将通过使用由 AI、机器人和机器人流程自动化（RPA）提供支持的“数字员工”实现自动化或增强等。

《2020移动广告反欺诈白皮书》发布

近日，由腾讯安全天御、腾讯防水墙和InMobi联合制作的《2020中国移动广告反欺诈白皮书》正式发布。

该白皮书指出，2020年广告主因移动广告欺诈导致的损失达到了180亿人民币左右，虽然由于疫情原因减少投放以及广告主对于欺诈行为的更加重视，使得这一数字比2019年预估的200亿减少了10%，但整体损失规模仍然惊人。

六、海外营销

2021年，TikTok将如何参与品牌全渠道战略？

Despite the challenges of 2020, TikTok had its best year ever.

By the end of 2020, TikTok also began testing a whole slew of features that sets up the platform for further growth next year. In October, TikTok and Shopify partnered to allow Shopify merchants to create, run and optimize their TikTok marketing campaigns directly from Shopify’s dashboard. The companies are also working together to test social commerce features. In November, TikTok began testing a feature called “Learn Lab” which is a menu tab dedicated to pulling together instructional content like tutorials. It also began testing longer three-minute videos, in December. Because these features are being tested, it’s unclear yet if they will facilitate in-app shopping. Also in December, TikTok launched its app on Samsung Smart TVs in Europe and partnered with Walmart on shoppable live streaming.

The combination of these features, coupled with users’quick embrace of TikTok as a shopping channel, indicates that brands will integrate the platform into their omnichannel strategies in 2021. Up until now, even the most successful beauty brands on the platform have not been able to fully bridge their marketing with their DTC or retail sales.

“With the Shopify partnership, brands can directly link pixels into the Shopify backend. Moving forward, TikTok is going to become a much more shopping-oriented experience, similar to what Instagram [has become],” said Hui-Bon-Hoa.

为什么新一代游戏机可能成为一个巨大的营销机会

By 2023, analysts predict that Sony and Microsoft will have sold 50 million and 30 million units of their new consoles respectively worldwide.

Needless to say, that’s a lot of consoles. But do new consoles bring new opportunities for marketers worth paying attention to? Absolutely.

The complete entertainment experience

The volume of console usage alone merits consideration for connecting brands with console consumers.

Next-level graphics

The new crop of consoles allows marketers to create in-game experiences that foster brand awareness both for the brand, and for its specific products, thanks to a dramatic shift towards photorealistic graphics.

The coveted second screen

Next-gen consoles also make it easier to integrate with streaming than any previous console, opening up the vast viewership of gaming’s elusive second screen audience. On the PS5, for example, all players need to do is hit “create” from their controller and can broadcast play via their preferred platform immediately.

The price is nice

Creatives and product marketers will no doubt embrace the opportunities new consoles present.

But so will marketers. Because cost is still an important consideration for the people who make the media buying and platform partnership decisions and, by recent industry estimates, the CPMs in gaming are at least ten times less than a traditional broadcast buy. That opens up a lot of possibilities for newer, more niche brands to participate.

沃尔玛如何成为DTC不可或缺的一部分

Walmart was never considered a hip partner to DTC brands. Then the pandemic hit.

As an essential store, Walmart became a lifeline for many Americans during the pandemic. And for young, up and coming brands looking for new customers, that created an unparalleled customer acquisition opportunity.

While several DTC brands have tried out big box stores — such as Harry’s in Target — this year, big-box stores have become a key part of the DTC growth strategy. It’s a distinct shift in the digital commerce playbook. Instead of relying on online sales boosted by expensive digital customer acquisition channels, DTC brands realized they needed a behemoth partner — one that was able to quickly find new customers and efficiently deliver products during a pandemic. Walmart’s dominant fulfillment methods, large physical footprint and a global supply chain suddenly became a must-have during the pandemic.

调查研究：CMO最有可能在2021年跳槽

The average tenure of a chief marketing officer today is 41 months, according to a recent study by executive recruiting firm Spencer Stuart. While that period is a decline of two months from 2019’s 43-month tenure, it’s still triple the average length of time that Bozoma Saint John has spent with a company in recent years. The high-profile marketing executive has been in a lot of demand lately it seems, moving jobs three times in the last three years, most recently joining Netflix as CMO in June.

Prior to her work with the streaming service, St. John spent time as CMO at Endeavor, which she joined in 2018 after a very brief stint—less than a year—as chief brand officer of Uber.