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1、THEFUTUREOFENGAGEMENTISPURCHASE未来，互动即购买12
2、2017PUBLISHEDBYMediaComis“TheContent+ConnectionsAgency”,workingonbehalfofitsclientstoleveragetheirbrands’entiresystemofcommunicationsacrosspaid,ownedandearnedchannelstodeliverastepchangeintheirbusinessoutcomes.MediaComison
3、eoftheworld’sleadingmediacommunicationsspecialists,withbillingsnearUS$33billion(source:RECMAJune2017),employing7,000peoplein125officesacross100countries.ItsglobalclientrosterincludesDell,Mars,P&G,PSA,Sony,ShellandRichemont.MediaComisamemberofWPP,theworld’slargestm
4、arketingcommuni-cationsservicesgroup,andpartofGroupM,WPP’sconsolidatedmediainvestmentmanagementarm.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:RECMA2017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
5、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。MANYTHANKSTOKEYCONTRIBUTORSPeterPetermannChiefStrategyOfficer,MediaComChinaChristianSolomonChiefDigitalOfficer,MediaComChinaBLINK未来，互动即购买
6、THEFUTUREOFENGAGEMENTISPURCHASETHEFUTUREOFENGAGEMENTI
7、SPURCHASEInthedigitalworld,engagementandeCommercearebecomingincreasinglyintertwined.NowheremoresothaninChina.BrandsusedtobebuiltatthePointofEngagementandsoldatthePointofTransaction,andtheroleofmediawastoshortenthedistancebetweenthetwo.Butintoday’sconnectedworld,th
8、esepointsaremerging.Ontheonehand,moderneCommerceplatformscanbebothbrandbuildingandtransactional.Intoday’sdigitalretailenvironment,whereshelf-spaceisn’tanissue,brandsareusingtheirin-storepresencetobuildelaboratezoneswhereconsumerscanengageandbuyatthesametime.Inther
9、ealworld,ontheotherhand,moreandmorepeopleareusingsmartphoneswhenshopping–forproductresearch,consumerreviews,pricecomparison,evenfindingaphysicalstore–andbrandswelcomethisopportunitytointeractandengagewithconsumers.Inshort,itbecomesincreasinglyunclearwhereengagemen
10、tendsandtransactionbegins.Newecosystemshaveemergedwherecontentandcommerceareconverging,mostprominentlyinChina.Arguably,China’seCommercemarketisthemostad
