Industry leaders urge brands to move beyond vanity metrics to build engagement
By Felicia Nwosu
Some industry leaders have called on brands to move beyond vanity metrics and focus on meaningful consumer engagement to drive sustainable growth. Speaking as panelists at Eskimi’s rebranding event in Lagos, where the company transitioned from a Demand-Side Platform (DSP) to a Creative & Media Tech powerhouse, the experts stressed the need for impactful marketing strategies that prioritize genuine connections and measurable outcomes over superficial data points.
Bolu Essien, a recognized marketing professional with the Coca Cola Company, emphasized the importance of aligning marketing campaigns with business objectives. She urged marketers to look beyond impressions, reach, and likes, advocating for metrics that reflect consumer behavior and business impact. According to , the industry’s obsession with vanity metrics dilutes the effectiveness of campaigns, leading to disjointed marketing efforts that fail to convert awareness into tangible results.
She argued that for brands to grow, marketing and sales teams must collaborate to measure campaign effectiveness, stating, “If you truly care about the brand, you need to ask how campaigns impact sales and consumer behavior, not just how many views they get.” Essien called for marketers to track the consumer journey from awareness to purchase, emphasizing that digital impressions are not enough if they do not translate to engagement or sales.
Drawing from her experience with localized content, Essien highlighted how her team’s use of the Igbo language in campaigns effectively resonated with audiences in Nigeria’s eastern region, proving that culturally relevant messaging drives deeper consumer connections. She also pointed out the value of automation tools in optimizing marketing efficiency while stressing that consumer actions, such as video completion rates, should be analyzed to gauge campaign impact.
Chinwe Bode-Akinwande, Head of Sponsorships, Partnerships, Events & Collaborations at First Bank of Nigeria Limited, echoed this sentiment, stressing that brand awareness alone does not drive growth. She argued that marketers need to bridge the gap between digital impressions and actual sales, urging them to track the consumer journey comprehensively. “Brands need to balance the creative appeal of ads with measurable business outcomes,” she said.
Bode-Akinwande emphasized the importance of understanding consumer needs and creating campaigns that offer real solutions. She explained that while digital marketing provides an opportunity to engage audiences creatively, the challenge lies in translating that engagement into actionable consumer behavior. She also highlighted the significance of human connection in advertising, noting that emotionally resonant campaigns outperform those that rely solely on visually appealing but impersonal messaging.
She further criticized the industry’s reliance on inflated metrics that do not reflect consumer intent or action, stressing the need for authentic interactions. Bode-Akinwande suggested that brands integrate consumer feedback mechanisms to create dynamic campaigns that evolve with audience preferences, thus fostering brand loyalty.
Stanislaus Martins, Managing Director, West Africa at Aleph Group, Inc., addressed the challenges of capturing consumer attention in a rapidly evolving digital landscape. He noted that users are bombarded with a constant stream of content, making it crucial for brands to create relevant and engaging experiences. Martins argued that marketers must cut through the digital noise with immersive and educational content that resonates with consumers on a personal level.
He emphasized the importance of leveraging dynamic content powered by AI to tailor marketing messages to local contexts, such as language and weather conditions. “Every campaign should start with the question: What problem are we solving for the consumer?” Martins said, advocating for consumer-centric marketing that focuses on providing real value. He stressed that brands must adapt their messages for different platforms while maintaining authenticity, ensuring that their campaigns are not just seen but also remembered.
Martins also highlighted the significance of emotional storytelling, arguing that the most effective campaigns are those that build narratives consumers can relate to. He urged brands to move beyond static advertising and explore interactive formats that encourage consumer participation, fostering a sense of community and loyalty.
The industry experts collectively urged brands to reevaluate their marketing metrics, moving away from vanity metrics like impressions, reach, and likes. They called for a paradigm shift toward metrics that measure consumer actions, engagement, and long-term brand equity. The panelists emphasized that the success of modern marketing lies in creating authentic connections that resonate with consumers and drive business growth.
They also highlighted the growing importance of integrated marketing strategies that align with overall business goals. By focusing on consumer insights and behavior, brands can design campaigns that not only attract attention but also inspire action and loyalty. The experts agreed that by abandoning vanity metrics and embracing meaningful engagement, brands can create more impactful and sustainable growth strategies.
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