China Calling
ADWEEK|October 30,2017

THE NATION’S POST- DESKTOP MOBILE-TO- OFFLINE GAME PLAN LEAVES NO ROOM FOR M2O DENIERS. 

Tom Kenney
China Calling

The mobile device is the center of the universe, and it’s increasingly pushing media and marketing to change the way we talk about consumer journeys.

Evidence of this is happening in major marketplaces such as China. Case in point, when you go to China, and talk about online to offline, it’s quickly clear that hardly anybody there equates online with desktop anymore. In China, online means smartphones. Period. That’s the one device. The future of mobile, content, location, marketing, commerce and advertising is no longer online to offline. We’re living in a mobile-to-offline (M20) world.

Companies that don’t agree or don’t see it coming with clear eyes— organizations that hold on to the old belief that mobile is just one screen among multiple screens and not the only screen with any significance—will end up as roadkill. Count on it: M2O deniers will go away, and quickly.

Welcome to the M2O future 

China’s media and brand-marketing ecosystem is operating and innovating with M2O as its guiding frame of mind.

In China, for example, one of the BAT (Baidu, Alibaba and Tencent) companies recently told us that it is going to shut down desktop sites and desktop development next year. The company will only focus on mobile development and innovation, starting in 2018.

Denne historien er fra October 30,2017-utgaven av ADWEEK.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

Denne historien er fra October 30,2017-utgaven av ADWEEK.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

FLERE HISTORIER FRA ADWEEKSe alt
News Anchor Of The Year Megyn Kelly
ADWEEK

News Anchor Of The Year Megyn Kelly

From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.

time-read
5 mins  |
November 28, 2016
The Big Bang
ADWEEK

The Big Bang

Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.

time-read
10 mins  |
March 13, 2017
DROGA5
ADWEEK

DROGA5

Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”

time-read
6 mins  |
December 05, 2016
Ogily
ADWEEK

Ogily

When it comes to leadership changes, 2016 will be remembered as a time of disruption.

time-read
6 mins  |
December 05, 2016
The Myth of White Space
ADWEEK

The Myth of White Space

'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'

time-read
4 mins  |
December 12, 2016
Brand Phelps
ADWEEK

Brand Phelps

Can the greatest olympian in history be as dominant out of the pool as he was in it?

time-read
10+ mins  |
December 12, 2016
Masters Of Their Domain
ADWEEK

Masters Of Their Domain

WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON

time-read
3 mins  |
April 16, 2018
Winners' Playbook
ADWEEK

Winners' Playbook

BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN

time-read
2 mins  |
April 16, 2018
Flipping The Disruption Script
ADWEEK

Flipping The Disruption Script

THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.

time-read
3 mins  |
December 4, 2017
MCCann
ADWEEK

MCCann

All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl. 

time-read
7 mins  |
December 4, 2017