In the UAE’s fast-paced and competitive market, capturing consumer attention is no longer enough—earning their loyalty is the real challenge. Traditional marketing metrics like Return on Investment (ROI) have long dominated success measurement, focusing on immediate financial returns. However, as brands shift towards experiential strategies, another metric is proving to be even more valuable: Return on Engagement (ROE).
ROE moves beyond short-term sales metrics to assess the depth of consumer interactions, emotional resonance, and long-term brand affinity. In today’s world, where consumers are bombarded with thousands of marketing messages daily, meaningful engagement is the true differentiator. The brands that prioritise authentic connections over transactional exchanges are the ones that will build sustained loyalty.
The UAE Consumer: Seeking experience, authenticity, and connection
The UAE presents a unique consumer landscape shaped by global influences and strong local traditions. With digital saturation at an all-time high, consumers are not just looking for products—they are seeking experiences. Whether through interactive in-mall activations, influencer-driven pop-ups, or high-tech brand experiences, shoppers expect marketing efforts to be immersive, highly personalised, and socially responsible.
According to the 2023 KPMG UAE Customer Experience Excellence Report, authenticity and sustainability are now critical factors in consumer decision-making. Brands that integrate these values into their engagement strategies are more likely to see increased customer trust and long-term loyalty.
A prime example is the Every Can Counts initiative at the Dubai Desert Classic Golf Event, which attracted 2,500+ on-ground participants and generated 150,000+ online interactions. By seamlessly blending physical and digital engagement, the activation proved that experiences centered around shared values—like sustainability—resonate deeply with consumers and drive brand loyalty.
Beyond ROI: Why ROE is the future of brand success
While ROI remains a crucial metric, it fails to capture the full impact of experiential marketing. A campaign might not result in immediate revenue, but if it creates lasting relationships, sparks organic advocacy, and builds emotional affinity, it has a much greater long-term value.
A Harvard Business Review report on customer engagement found that emotionally connected consumers are 52 per cent more valuable than satisfied customers, as they tend to spend more, return frequently, and promote brands within their networks. This reinforces the idea that a well-crafted experiential marketing strategy, focused on engagement, can drive more sustainable business growth than short-term ROI alone.
How to measure ROE effectively
Tracking ROE requires a shift from traditional performance indicators to metrics that evaluate depth of engagement and long-term brand affinity. Brands should assess the quality of interactions rather than just counting clicks or impressions.
Social media & digital engagement
- Earned Media & sentiment analysis – Understanding not just how much engagement occurs, but the tone and emotions behind it.
- User-generated content (UGC) – Assessing whether consumers are advocating for the brand by creating their own content.
- Online mentions & sharing behaviour – Measuring organic brand exposure beyond paid efforts.
On-ground interaction & participation
- Footfall & dwell time – Evaluating how many people engaged with the activation and for how long.
- Engagement rate per activity – Identifying the most compelling aspects of the experience, whether product trials, digital interactions, or live storytelling elements.
Conversion & brand loyalty indicators
- Lead generation & opt-Ins – Tracking post-event interest and continued engagement.
- Customer lifetime value (CLV) – Determining whether experiential engagement translates into repeat purchases and increase in basket size.
- Net promoter score (NPS) – Assessing consumer advocacy by tracking how likely participants are to recommend the brand.
A Forrester Research study highlights that customers who engage deeply with a brand are four times more likely to advocate for it—a powerful insight into why ROE should be a priority for marketers looking to build lasting brand relationships.
From engagement to advocacy: The long-term impact of ROE
In an era where consumers have more choices than ever before, brands must go beyond transactions to create memorable experiences that foster loyalty. ROE provides the framework to measure how well brands achieve this goal.
The future of marketing will not be defined by how many consumers see a campaign, but by how many genuinely connect with it. Brands that embrace ROE-driven engagement strategies will create sustained competitive advantages, increase brand advocacy, and drive long-term growth.
As experiential marketing continues to evolve, measuring Return on Engagement will be essential. Brands that integrate authenticity, sustainability, and immersive interactions into their strategies will not only attract customers but keep them engaged for years to come and hopefully also convert them into brand advocates.
In a world where attention is fleeting, engagement is everything. The brands that prioritise deep consumer connections and experience personalisation today will be the ones that shape the future of marketing.
By Adriana Usvat, Managing Partner at FLC Marketing Group
