Morketing_全球营销商业媒体平台

曾巧 · 2018-08-13 10:10

【摘要】

1、腾讯上半年预计利润增14.8-26.8%，股票虽下跌海外投行仍看好

据每日经济新闻，腾讯控股将在8月15日公布上半年财报。阿斯达克财经网数据显示，腾讯上半年非通用会计准则下净利润在351-388亿人民币之间，同比增长14.8%-26.8%。腾讯股价年内累计下跌幅度达到8.67%。内地资金撤走253亿港元，但海外的大投行如高盛和瑞银等仍给予了买入评级。

2、IBM开发提升广告业透明度的区块链流程

8月13日凌晨消息，据Thehindubusinessline消息，IBM正在开发一个致力于解决广告合作伙伴之间信任问题的区块链流程。据了解，该解决方案旨在通过追溯整个广告产业的供应链，解决中介机构、广告商和代理商的不透明问题，以此削减广告流程中不透明问题产生的额外费用。此前，最近，IBM曾与全球最大广告主之一的联合利华合作研发一个针对媒体广告的区块链解决方案。该方案以IBM的战略部门IBM iX操刀设计，以提高数字广告投放的透明度，优化广告投放战略。

3、ANA报告：58%的美国品牌正在加大对用户身份识别的投入

根据ANA的报告显示，营销人正在增加投入到用户身份识别解决方案中的预算，超过58%的美国品牌花了更多的钱，但只有15%左右的广告主能够准确识别受众并保持一致性。69%的仍然处在早期阶段，造成这一现象的主要原因是媒体的碎片化、越来越复杂的消费者旅程和数据监管。

4、电通发布第二季度财报：继续保持有机增长

尽管代理商行业正在下行，但并非所有公司都难以增长。根据电通集团发布的第二季度财报显示，公司在本季度实现了5.9%的有机增长，连续4个季度增长。上半年，减去销售成本后，收入增长7.6%达40亿美元，有机增长4%。电通安吉斯Network和电通国际集团均有不同程度的增长。

5、卖数据的App —— Killi

Although it's early days, brands such as McDonald's, Staples and GM are paying cash and purchasing data direct from consumer, giving literal meaning toward the notion that "data is the new currency."

Between regulation such as GDPR and scandals like those plaguing Facebook, consumers are aware more than ever of the so-called value exchange when using online services. At the same time, they're also tuning in on how companies such as Cambridge Analytica are plundering their data without their consent.

To that end, Freckle IoT recently launched Killi, an app that makes explicit value of data by actually paying consumers with cash for sharing their data, location, or providing insight about what ads they'd like to see. Even more money is on the table if users scan the back of their driver's license with their phones, for example.

6、为什么我们现在需要CDP

Even brands that still work through retailers understand that the key diffentiator these days, when a customer can reach a competitor in a click, is often a great customer experience that is consistent through every touch point when there is interaction with the brand. Again, that means unified data available immediately throughout the brand, especially the identity resolution that many CDPs offer.

All of these factors — including huge amounts of data, unstructured data, two-way data flows and real-time orchestration — mean that CDPs are built specifically to address more data, and more kinds of data, in a real-time environment. These attributes are exactly what modern marketing applications — like identity matching, predictive marketing, analytics, real-time multichannel campaigns and operational uses of AI — need to operate at their fullest.

7、支付宝要教老外说中文，还分四六级？

最近，不甘心一直被歪果仁叫作“Cheerful Ball”的支付宝，为那些和中国人做生意的老外们，量身定制了一本《商务中文50句》，势要教会他们说中国话。

这本“蓝宝书”分为四、六、八，共三级。除了常见的沟通交流外，更收录了很多“接地气”的中文流行句。