The year 2025 is shaping up to be a period of economic challenges. Projections indicate a slowdown in the growth of Gross Domestic Product (GDP), with an expectation of only 2% growth, after consecutive years of growth above 3%. Inflation should remain close to 5%, pressed by the increase in production and service costs, while the basic interest rate (Selic) can reach 15%, making credit more expensive for businesses and consumers. The scenario also points to a less heated job market and a contraction in public and private investments. In light of this context, many entrepreneurs assess the need to cut costs in favor of the sustainability of the business
In moments like this, the marketing department is often one of the first sectors to experience budget cuts in organizations. However, specialists warn that this approach may be a mistake. For example, onestudy carried out in 2022 by Nielsen, in the post-COVID-19 pandemic, it shows that companies that continue to invest in marketing during crises tend to recover more quickly and increase their market share. AlreadyLeonardo Oda, marketing specialist and CEO of LEODA Marketing Intelligence, suggests strengthening the customer base, retaining them and creating retention strategies are essential steps for business stability in times of recession
All these arguments gain strength when one takes into account that, in times of economic contraction, the acquisition of new customers becomes more costly. In this way, a prioridade deve ser manter os compradores e/ou usuários atuais e aprofundar o relacionamento com eles. "Marketing needs to be seen as a strategic investment and not as a cost", mainly in small and medium enterprises. This is because organizations that maintain effective communication and strengthen relationships with their key consumers are the ones that stand out and survive in recession scenarios, defend Oda
Marketing strategies to face the crisis
To strengthen the relationship with customers and optimize their marketing strategies, Leonardo Oda suggests approaches based on the detailed analysis of the consumer journey, in segmented communication and the use of loyalty programs
1) Understand the purchasing journey to personalize communication
A shopping journeya customer's journey does not follow a linear path, but a process that involves research, comparison and decision. Entrepreneurs who understand this trajectory can anticipate needs and offer solutions at the right time
To optimize this process, a necessary step is the definition of theperson, a detailed profile of the ideal customer, based on real data and behaviors. The more precise this characterization is, the more effective will be the marketing and communication strategies
For Oda, in a crisis scenario, understanding the buying journey and segmenting communication based on a well-defined persona is not just an efficient strategy — it is a necessity. Companies that master these concepts can optimize their investments and turn uncertainties into opportunities, strengthening your presence in the market and creating stronger relationships with your customers
2) Content marketing and segmented communication
In times of crisis, communication needs to be even more strategic and targeted. In this context, theContent Marketingit is an approach that allows companies to attract and educate customers through relevant materials, like blogs, e-books and webinars. This strategy not only helps to build authority in the market, but also creates a stronger connection with the consumer by providing useful information that helps them make decisions
Allied to all of this, is atSegmented Communication, that enables the right message to reach the right audience, through the appropriate channels. In addition to diversifying the channels — like email marketing, WhatsApp and exclusive events — the message needs to be adapted to consumer behavior to generate real value and strengthen bonds. The proximity generated by well-directed communication directly impacts customer loyalty, that perceive more value in the relationship with the brand, explain Ode
3) Loyalty programs for customer retention
To get through periods of crisis, it's not enough to attract customers; it is necessary to keep them engaged and encourage their loyalty. In this context, theloyalty programscontribute to strengthening the bond between consumer and brand
Strategies like cashback, tiered promotions and exclusive benefits create incentives for repurchase and make customers perceive greater value in their relationship with the brand. "Those who structure strategies to value their loyal consumers can enhance revenue flow and long-term relationships", highlights Ode
In addition to traditional loyalty programs, offering personalized experiences and differentiated service also makes a difference in the customer's perception.
Crisis is also an opportunity
In summary, the economic challenges anticipated for 2025 should not be seen merely as a period of contraction, but as a moment for innovation and strategic repositioning. "Companies that use this period to refine processes", "adapting products and services to the new needs of the market and expanding their digital presence can find growth opportunities where many see only difficulties", concludes Leonardo Oda
