未来，互动即购买

PUBLISHED BY12|2017THE FUTURE OF ENGAGEMENT IS PURCHASE 未来，互动即购买BLINK | THE FUTURE OF ENGAGEMENT IS PURCHASE未来，互动即购买MediaCom is “The Content + Connections Agency”, working on behalf of its clients to leverage their brands’ entire system of communications across paid, owned and earned channels to deliver a step change in their business outcomes. MediaCom is one of the world’s leading media communications specialists, with billings near US$33 billion (source: RECMA June 2017), employing 7,000 people in 125 offices across 100 countries. Its global client roster includes Dell, Mars, P&G, PSA, Sony, Shell and Richemont. MediaCom is a member of WPP, the world’s largest marketing communi-cations services group, and part of GroupM, WPP’s consolidated media investment management arm.竞立媒体是一家“内容与渠道整合传播代理商”，致力于代表客户，利用客户品牌付费、自有或获得的整个沟通渠道系统，为客户业务成果带来改变。竞立媒体是全球领先的专业媒介传播机构，年度媒介承揽额将近330亿美元(来源:RECMA 2017年6月数据)。竞立媒体在全球100个国家拥有125个办事处，拥有7000名员工。全球客户包括戴尔电脑、玛氏、宝洁、标致雪铁龙集团、索尼、壳牌和厉峰集团。竞立是群邑的成员。群邑是WPP旗下世界领先的媒介投资管理机构，WPP集团是全球领先的传播服务集团。MANY THANKS TO KEY CONTRIBUTORS Peter Petermann Chief Strategy Officer, MediaCom China Christian Solomon Chief Digital Officer, MediaCom ChinaBLINK BLINK | THE FUTURE OF ENGAGEMENT IS PURCHASE未来，互动即购买Peter Petermann, Chief Strategy Officer, MediaCom ChinaPeter Petermann, 竞立中国首席战略官THE FUTURE OF ENGAGEMENT IS PURCHASEIn the digital world, engagement and eCommerce are becoming increasingly intertwined. Nowhere more so than in China.Brands used to be built at the Point of Engagement and sold at the Point of Transaction, and the role of media was to shorten the distance between the two. But in today’s connected world, these points are merging. On the one hand, modern eCommerce platforms can be both brand building and transactional. In today’s digital retail environment, where shelf-space isn’t an issue, brands are using their in-store presence to build elaborate zones where consumers can engage and buy at the same time. In the real world, on the other hand, more and more people are using smartphones when shopping – for product research, consumer reviews, price comparison, even finding a physical store – and brands welcome this opportunity to interact and engage with consumers. In short, it becomes increasingly unclear where engagement ends and transaction begins. New ecosystems have emerged where content and commerce are converging, most prominently in China. Arguably, China’s eCommerce market is the most advanced in the world and the two big players, Alibaba and Tencent, offer traditional brand environments as well eCommerce platforms in the most connected way ever.To successfully navigate these new ecosystems, brands need to update their communications planning approach to capture the whole customer journey, not just one part of it. We distilled six universal learning points that can act as a starting point for brands who want to transcend the divide between engagement and transaction.未来，互动即购买在数字世界里，用户互动和电子商务正逐渐相互融合。这一点在中国尤为明显。过去，品牌往往