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In an effort to create a stronger relationship with consumers, major brands like Jaguar, Absolut and Mastercard&mdash;just to name a few&mdash;are turning to experiential marketing. <a href="http://www.adweek.com/brand-marketing/experiential-can-create-more-meaningful-relationships-with-consumers/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=adweek-brands-are-doing-more-experiential-marketing-heres-how-theyre-measuring-whether-its-working-2704459" target="_blank" rel="nofollow" target="_blank">According to an Adweek article</a>, the new trend comes as more people engage ad blockers, fast forward through commercials or cut the cord entirely.

&ldquo;I like to say, &lsquo;What takes traditional advertising weeks, months or years to do, we can do in a moment,&rsquo;&rdquo; said Bryan Icenhower, president of WME | IMG&rsquo;s experiential agency IMG Live, in an interview with Adweek. &ldquo;Experiential is a uniquely fast and effective way to build brand awareness through one-to-one connections with consumers. It engages all five senses, sparking emotions that form lasting memories which have been shown to drive brand loyalty.&rdquo;

The goal of experiential marketing is for consumers to come across a brand experience, post about it on their social channels, give brands their contact information and then ultimately purchase something. But tracking the success of that plan&mdash;and whether or not consumers are actually making it to that final purchase phase&mdash;varies from brand to brand. Some companies track purchasing habits, while others follow social media posts to see the impressions that are being made.

<a href="http://www.adweek.com/brand-marketing/experiential-can-create-more-meaningful-relationships-with-consumers/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=adweek-brands-are-doing-more-experiential-marketing-heres-how-theyre-measuring-whether-its-working-2704459" target="_blank" rel="nofollow" target="_blank">Click here</a> to read the original article.

Adweek: Brands Are Doing More Experiential Marketing. Here’s How They’re Measuring Whether It’s Working

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As consumers continue to find ways around traditional advertisements, companies are coming up with new tactics to reach them and track their data.

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