Major lessons that can transform your marketing strategy (by Tomiwa Ogunmodede)

61% of marketers believe consumer segmentation is an outdated marketing method – Are You One of Them? 

The above is just one of the many marketing strategies that are out of vogue. Marketing is changing faster than ever, yet many businesses are stuck using marketing strategies that no longer work. Consumer behaviour has shifted. Trust is harder to earn. And attention spans? They’re shrinking.  

Yet, companies keep pouring money into outdated tactics, hoping for better results. It’s no surprise that 73% of marketers admit their strategies are falling behind. But those who adapt stand to gain the most.  

This article explores major lessons that can reshape your marketing strategy, not just for short-term wins but for long-term success. Whether you’re a startup in Nairobi, a fashion brand in Lagos, or a fintech company in Johannesburg, these insights will help you rethink how you engage, convert, and retain customers.  

From transactions to relationships (the power of brand communities) 

For decades, marketing was about broadcasting messages to customers, hoping they would buy. That approach no longer works. Consumers now seek brands that make them feel seen, heard, and valued.  

Brands like Glossier and Harley-Davidson built loyal followings by creating communities rather than just selling products. But this isn’t just a Western phenomenon. In Nigeria, Afrocentric fashion brands like Dye Lab have used Instagram and WhatsApp groups to create engaged communities where customers influence designs, share styling tips, and drive word-of-mouth sales.  

A study published in the Journal of Consumer Marketing highlights that socially-oriented brand communities can improve consumers’ sense of belonging and reduce loneliness. 

That’s where marketing is heading; less about pushing products and more about creating spaces where customers feel connected.  

To apply this, businesses should:  

● Build exclusive online communities on WhatsApp, Telegram, or Discord, where customers can interact, get insider access, and engage directly with the brand. 

● Shift from one-way advertising to two-way conversations, leveraging user-generated content and peer-to-peer validation.  

● Give customers a stake in the brand, whether through feedback loops, product co-creation, or rewards for engagement.  

As marketing guru Seth Godin puts it: “Your customers don’t want to be sold to—they want to belong.” 

Metrics that matter (moving beyond sales figures) 

Revenue is important, but if it’s the only metric you track, you’re missing the bigger picture. Many businesses celebrate short-term spikes in sales while ignoring signs that customers won’t return.  

Forward-thinking brands focus on deeper indicators of success. Customer Lifetime Value (CLV) measures how much a customer will spend over their relationship with a brand. Net Promoter Score (NPS) tracks how likely customers are to recommend your product. And engagement depth, such as time spent, shares, and repeat visits, reveals how invested people are in your brand.  

For example, research highlights that companies focusing on CLV often experience sustainable growth and improved customer retention 

That’s why Amazon is willing to take losses in the short term, because they know their long-term gains will far outweigh them.  

Actionable steps for businesses:  

● Use AI-driven analytics to predict customer behaviour and tailor marketing efforts to high-value users.  

● Shift from measuring quarterly ROI to evaluating yearly customer retention and advocacy.  

● Reward engagement, not just purchases. Customers who actively participate in your brand community are often your best marketers. 

The omnichannel imperative (seamless storytelling across platforms) 

Consumers don’t experience brands in isolation. They might discover a product on TikTok, read reviews on Twitter, and complete the purchase via a WhatsApp catalogue. Yet, many businesses fail to connect these touchpoints, creating disjointed experiences.  

In Africa, Jumia and Konga integrate digital channels with offline logistics to create seamless e-commerce experiences. And Kenyan telcos like Safaricom use SMS, mobile apps, and physical stores in a way that feels cohesive to customers.  

Consumers today inhabit a multi-dimensional digital ecosystem. Your marketing must be equally fluid and adaptive. Look at how Shopify has masterfully created a consistent narrative across platforms, or how Nigerian fashion brand Maki Oh tells compelling stories from Instagram to physical retail spaces. 

Platform psychology matters. LinkedIn demands professional trust, Instagram craves aspirational content, and Twitter thrives on real-time engagement. The key is maintaining a coherent brand voice while respecting each platform’s unique language. 

To improve omnichannel marketing:  

● Audit your brand’s presence. Is your messaging consistent across social media, email, and offline channels?  

● Tailor content for each platform’s psychology, LinkedIn builds professional trust, while Instagram is aspirational.  

● Break down silos. Marketing, sales, and customer service teams must collaborate to provide a unified experience.  

If your customers interact with you in multiple ways, your strategy should reflect that reality.  Agile Creativity (Test Fast, Fail Smart, Scale Quicker) 

Marketing campaigns used to be long, rigid, and expensive. But today, success belongs to brands that test fast, learn quickly, and adapt without hesitation.  

A/B testing ad creatives, landing pages, and pricing models isn’t just an optimisation tool, it’s a survival strategy.

Failure isn’t the problem. The real issue is failing slowly and expensively. Consider Coca-Cola’s disastrous New Coke launch in the 1980s, if they had tested the concept in smaller segments first, they could have avoided an embarrassing public rejection.

Tools like ChatGPT for rapid content ideation and Midjourney for quick visual prototypes help brands move from idea to execution faster.  

To apply agile creativity:  

● Treat marketing like a science experiment, test new ideas, measure results, and refine your approach.  

● Use AI-driven insights to predict what will resonate before spending large budgets on campaigns.  

● Fail small and learn fast, before scaling what works.  

The best marketers aren’t the ones who never fail. They’re the ones who fail fast and smart.  Ethical Marketing (Trust as the New Currency)  

Consumers are more sceptical than ever. Greenwashing, fake reviews, and manipulative ads are pushing people away from brands that lack transparency.  

Take the backlash against fast fashion brands claiming sustainability without clear proof. In contrast, Patagonia openly tells customers to buy fewer products, reinforcing trust in their environmental commitment.  

A Cisco survey found that 81% of consumers will abandon brands that misuse their data. And in Africa, where digital literacy is rising, people are demanding more accountability from companies collecting their personal information.  

Businesses can build trust by:  

● Being honest about sustainability claims, if you’re making eco-friendly promises, back them up with clear, verifiable proof.  

● Prioritising data ethics, customers should always know what data is collected, why, and how it benefits them.  

● Auditing supply chains and algorithms for bias, whether in hiring, product recommendations, or financial services.  

As the saying goes: “Trust takes years to build and seconds to lose, market accordingly.” 

The silent revolution (audio and voice search) 

While brands focus on visual and text-based content, audio is quietly redefining how people engage with marketing. By 2025, it is projected that over 50% of all online searches will be conducted via voice-enabled devices. However, around 20.5% of people worldwide currently use voice search, and this number is steadily increasing. 

In Africa, where radio has historically been a dominant medium, voice is a natural fit for digital marketing. Podcasts like “Africa Tech Radio” and “Legally Clueless” are gaining massive followings, offering brands a way to connect through storytelling.  

Meanwhile, companies like Starbucks are leveraging Alexa and Google Home for voice-activated reordering. Voice commerce isn’t just a futuristic concept, it’s happening now.  

Businesses should:  

● Optimize websites for voice search queries, which tend to be conversational (e.g., “Where can I buy organic shea butter near me?”).  

● Explore podcast sponsorships or branded content to build intimacy with audiences.  ● Develop voice-powered chatbots and assistants for hands-free interactions.  

Voice isn’t the future, it’s the present. Brands that recognize this shift early will gain a competitive edge.  

So What Next? 

Marketing success is no longer about who has the biggest budget, it’s about who adapts the fastest.  

Building communities, tracking meaningful metrics, embracing omnichannel strategies, testing aggressively, prioritizing ethics, and preparing for voice-driven engagement are the lessons shaping modern marketing.  

The only question left is: Will you be ahead of the curve or playing catch-up?

About the Writer

Tomiwa Ogunmodede is an acclaimed product designer, strategist, and serial entrepreneur whose work sits at the intersection of technology, culture, and social impact. With over a decade of experience, he has pioneered inclusive design practices while building ventures that transform education, agriculture, and financial services across Africa. 

As the creator of the African Icon Library and co-founder of multiple successful startups, including Earlybean, Mular, and Retna, Tomiwa’s work exemplifies the power of design thinking in addressing complex societal challenges. A committed advocate for inclusive design, Tomiwa collaborates with global organisations and champions diversity, innovation, and empowerment in every project he undertakes.

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