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

M&M's, Jaguar and Mastercard seek direct connections with consumers

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As brands see more and more people use ad blockers, tune out TV spots or cut the cord altogether, it’s easy to see why Jaguar, Absolut, Mastercard and more are turning to experiential marketing, which they say has the potential to create direct connections and more meaningful relationships with consumers.

“It’s more and more difficult to succeed through traditional advertising,” says Raja Rajamannar, chief marketing officer for Mastercard, which revamped its marketing strategy a few years ago to focus on experiences.

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This story first appeared in the Oct. 2, 2017, issue of Adweek magazine. Click here to subscribe.