It isn't.

I've watched businesses celebrate viral posts.

Then quietly struggle with repeat customers a few months later.

Attention is exciting.

Retention is sustainable.

Especially in markets like Nigeria, where customers have more options than ever.

One Instagram store.

Becomes ten overnight.

One food delivery app.

Becomes five.

One fintech launches.

Three more follow.

Getting noticed is no longer the hardest part.

Giving people a reason to come back is.

Marketing can open the door.

The experience decides whether customers stay.

PS: Has marketing become too focused on getting attention and not focused enough on keeping customers?