Brand Activation Technology Committee

The Brand Activation Technology Committee focuses on the digital platforms and solutions underlying traditional marketing efforts. 

Technology is evolving the way business can and should interact with their customers. Adoption of new technologies keeps a brand modern and allows customers to move between the digital and physical worlds seamlessly. This blurring of lines is allowing brands to become “phygital,” and those that cater to this concept are reaping the rewards, creating brand evangelists, and driving business results.

In this committee, members can hear experts from brands, solutions providers, industry leaders, and media who share the latest on emerging technological trends within Shopper/Commerce, Relationship, Experiential, Promotion, Influencer, and Content Marketing, and provide guidance on how members can integrate these disciplines into their current marketing strategies. We also share best practices, critically review nonsuccesses, and present case studies. This committee is for members who currently employ technology as part of their brand activation strategy and those seeking to.

2019 trends and case studies may include:

• How digital coupons are delivering value to today’s consumer
• Adoption of voice technology to prompt a physical action
• Inclusion of motion, gesture and virtual reality technology
• Development of immersive environments combining gaming and augment reality technology
• Use of 3D printing to immediately service customers
• Leverage artificial intelligence to master the consumer experience 
• Facial Recognition technology can serve beauty, security, and CPG products
• Having the right security measures in place to protect consumer privacy and data (GDPR)

To join this committee, please contact Gena Casciano.

The Brand Activation Technology Committee is managed by ANA staff member Gena Casciano.