Marketing and advertising have become laser-focused on one thing: ROI (Return on Investment). Because of the emergence of measurable media, every advertising campaign is measured, dissected, and optimized for maximum efficiency. There is no question that this data-driven approach has its merits. But is it sacrificing the soul of marketing in the process?

The overemphasis on ROI — and consequently, efficiency metrics — creates a dangerous pitfall that sometimes, even brand managers and CMOs fail to see: Short-termism.

We’re so busy chasing the immediate conversions and sales that we neglect the long-term health of their brands. The over-reliance on promotions and short-term, seasonal tactics centered on pricing and calls-to-action could very well be resulting to the abandonment of the long-term viability of their brands.

Focusing on ROI and efficiency metrics overlooks the power of emotional and meaningful connections that are the core of long-term brand health. At the end of the day, consumers buy products to fulfill their needs — but the choice as to which brand they will choose amidst the multitude of options that they have is dependent on the trust, belief, and perceptions that they have of brands. Sure, they can be swayed by pricing — but when pricing is equalized in a hyper-competitive, hyper-responsive world, will your brand earn the choice of the consumer and a share in her wallet? Only a strong brand can command a consumer’s preference and trust in such a scenario.

Should we abandon ROI and efficiency metrics then?

Absolutely not. There is merit in keeping track of ROI and efficiencies. However, what is necessary is for marketers and ad executives to have a sense of balance between short-term ROI and efficiency and long-term effectiveness. Use ROI and efficiencies to optimize campaign budgets, but build long-term brand health and viability — and ultimately, long-term business — through emotional, meaningful connections.

Marketing is a marathon, not a sprint. Focusing solely on ROI and efficiency as the sole metrics against which marketing and advertising campaigns are measured is simply incomplete and myopic. Marketeers and ad executives should seek to also build connections with their consumers.

How can marketeers do that? Remember the power and magic of storytelling.