Commerce Marketing Committee

Description & Purpose

Regardless of what industry you are in, or what titles your organization uses, this committee is for you if you help align the buying journey with your direct and indirect sales channels, whether they’re retail, e-commerce, m-commerce, direct-to-consumer or other.

We recognize that a true win-win-win for manufacturer, sales channel, and consumer/shopper requires insights, collaborative planning and solutions between the product/service and the sales channel regardless of whether your business is shoes, banking, gasoline, mattresses, fitness-as-a-service or staplers.

With the growth of technology, the decrease in attention spans, the 24/7 always-on shopper, and new e-commerce solutions, you are being challenged to create leading integrated commerce experiences while driving growth. Regardless of how you convert sales and delight your customers, we encourage you to join our committee.

The Commerce Marketing Committee is for Client-Side Marketer (CSM) and Marketing Solutions Provider (MSP) members who help to lead channel, commercial, shopper, e-commerce, m-commerce or retail marketing focused initiatives. The committee will provide a forum for members to continue to learn, explore, share best practices and discuss emerging trends in the customer experience, the blending of consumer and shopper insights, and driving ROI via traditional retail, e-commerce, direct-to-consumer and other methods. Plus we’ll have fun.

Committee Locations:
In 2022, the committee will convene virtually, with the exception of our first post-COVID return to a live meeting in our NYC offices on October 6 (which will also be offered virtually). In 2023 some meetings will be in NYC and some will be virtual only. Come join us!  We also have a Southwest Chapter which will be back with a mix of in-person and virtual-only meetings in 2023. All meetings are free for ANA CSMs and MSP Gold/Platinum members to attend.

Opportunities For Involvement:
If you would like to submit a brand case study for Committee presentation consideration, please contact John Paquin.

Discussion Topics:

• Impacting the customer journey
• Maximizing revenue opportunities throughout brick & mortar, e-commerce, direct-to-consumer, mobile commerce and more
• Experiential retail
• Emerging technologies (e.g., mobile, social, NFT)
• Channel/Retailer/Manufacturer relationships
• Alignment with channel/retailer marketing plans
• Strategic alliance of commerce marketing within your organization

Committee Chairs:

Steve McGowan, RVP of Shopper Marketing & Strategic Partnerships, Mondelez International 

ANA staff managing the Commerce Marketing Committee is John Paquin and Tori Carr.

Commerce Marketing

Check out our Commerce Marketing resources page, part of our Brand Activation Practice.  The days of consumers following a straight path to their purchases are long gone. Even the circuitous “customer journey” is constantly being challenged. Regardless of where you compete, we all must continue to be innovative in the way we generate commerce, or risk being outflanked by our competitors. 

Join a Committee

Participation in Brand Activation related Committees is a benefit of ANA Client Side Marketer (CSM) and Marketing Service Provider (MSP) membership. There are no costs to join or attend meetings. To join the NYC or Southwest Committee, please contact John Paquin.

Enter the 2023 ANA REGGIE Awards:

2023 will mark the 40^th year for the REGGIES as the premiere industry awards program recognizing the very best in brand activation marketing campaigns. It’s not too early to start thinking about your winning entry, as we’ll begin accepting entries as early as September! Categories range from national and local campaigns with different budget levels to specific discipline options and include: Experiential, Promotion, Relationship, Content, Shopper/Retail, Influencer Marketing focused campaigns and many others. Visit www.reggieawards.org for the latest information and updates.

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Stay informed with ANA Brand Activation SmartBrief. Check out summaries of what matters to you, written by expert editors in the key content pillars of brand activation: influencer, commerce, relationship, content, promotion, and experiential marketing.