Effectiveness has evolved. Have you?

By Mofeoluwa Awe

For a long time, the effectiveness of marketing was straightforward. There were views, sales, and results from a reasonable effort. Dashboards and metrics were in charge, and short-term wins defined success.

However, as the market evolves in terms of culture, technology, and creativity, so too does what it means to be effective. No longer is it enough to simply be seen in 2025. These days, brands need to be useful, remembered, and have a clear purpose. This term has evolved, and many marketers are still not up to speed.

Why the Old Playbook Isn’t Working

In an era of attention fatigue and AI-driven information overload, conventional Key Performance Indicators (KPIs) are beginning to lose traction. High reach no longer ensures resonance. A viral video may not necessarily increase brand recall. Not every involvement leads to equity.

Across Africa, particularly in emerging, fast-paced countries such as Nigeria, the gap between what is measured and what truly matters is growing. While marketing teams focus on clicks, customers increasingly ask more profound questions, such as whether they trust the company. Does it comprehend my world? Will I remember it tomorrow?

The New Language of Effectiveness

Slowly, the business world is realizing that success and image go hand in hand for absolute efficiency. Today, the best brands don’t just show up; they fit in. They know how to communicate effectively with people from diverse backgrounds, are culturally aware, and leave a lasting emotional impact.

What does this change mean?

Not just data, but also memory.
Prioritizing stability ahead of fleeting virality.
Taking into account both short-term sales and long-term wealth.
It’s not a matter of picking between brand recognition and performance; what matters is knowing when and how to leverage both strategically.

What Marketers Need to Do Now

Change the way you measure things: Start tracking brand signals as well as advertising signals. Think about brand lift, emotion, memorability, and entry points into the market.
Utilize emotion as a growth driver: People are still not leveraging emotion enough for business growth. Create advertisements that people want to feel, not just click on.
Design for Longevity: In a world obsessed with efficiency, the best brands think in decades, not quarters.
Play a Part in the Redefining: Now is the time to be a strategist, a salesperson, and a brand builder. Do not just agree with the new definition of effectiveness that the industry has developed; help shape it.

From mere exposure to true value, and from views to lasting influence, effectiveness has fundamentally changed.

So, here’s the question every marketer today should ask: Are you just putting on a show? Or do they remember you?