The year 2025 is shaping up to be a period of economic challenges. Projections indicate a slowdown in Gross Domestic Product (GDP) growth, with an expected increase of only 2 percent, after consecutive years of growth exceeding 3%. Inflation should stay close to 5%, pressured by the rising costs of production and services, while the basic interest rate (Selic) can reach 15%, facilitando o crédito para empresas e consumidores. The scenario also indicates a less buoyant job market and a contraction in public and private investments. In light of this context, many entrepreneurs assess the need to cut costs for the sustainability of the business
In moments like this, the marketing department is usually one of the first sectors to suffer budget cuts in organizations. However, specialists warn that this approach may be a mistake. For example, astudy conducted in 2022 by Nielsen, in the post-pandemic of COVID-19, shows that companies that continue investing in marketing during crises tend to recover more quickly and expand their market share. AlreadyLeonardo Oda, marketing specialist and CEO of LEODA Marketing Intelligence, suggests strengthening the customer base, Loyalty and creating retention strategies are essential steps for business stability during times of recession
All these arguments gain strength when considering that, in times of economic downturn, the acquisition of new clients becomes more costly. In this way, a prioridade deve ser manter os compradores e/ou usuários atuais e aprofundar o relacionamento com eles. O marketing precisa ser encarado como um investimento estratégico e não como um custo, mainly in small and medium-sized enterprises. 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 customer relationships and optimize your marketing strategies, Leonardo Oda suggests approaches based on a detailed analysis of the customer journey, in targeted communication and the use of loyalty programs
Understand the purchase journey to personalize communication
Abuying journeya client does not follow a linear path, but another process that involves research, comparison and decision. Entrepreneurs who understand this journey can anticipate needs and offer solutions at the right time
To optimise this process, a necessary step is the definition of thepersona, a detailed profile of the ideal customer, based on real data and behaviors. The more accurate this characterization is, more effective will be the marketing and communication strategies
For Oda, in a crisis scenario, understanding the customer 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 building stronger relationships with your clients
2) Content marketing and targeted communication
In times of crisis, the communication needs to be even more strategic and targeted. In this context, theContent Marketingé uma abordagem que permite às empresas atrair e educar clientes por meio de materiais relevantes, como 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
Along with all that, is atSegmented Communication, que permite que el mensaje correcto llegue al público correcto, in the appropriate channels. Além de diversificar os canais — como email marketing, WhatsApp and exclusive events — the message needs to be adapted to consumer behaviour to generate real value and strengthen bonds. The proximity generated by well-targeted communication directly impacts customer loyalty, who perceive greater value in the relationship with the brand, Ode
3) Loyalty programs for customer retention
To navigate periods of crisis, it is 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 such as cashback, escalating promotions and exclusive benefits create incentives for repurchase and make customers perceive greater value in the relationship with the brand. Those who structure strategies to valorize their loyal consumers manage to improve revenue flow and long-term relationships, highlights Ode
Além dos programas tradicionais de fidelidade, offering personalized experiences and differentiated service also makes a difference in the customer's perception.
Crise também é oportunidade
In summary, the economic challenges forecasted for 2025 should not be seen merely as a period of downturn, but as a moment for innovation and strategic repositioning. Companies that use this period to refine processes, adapt products and services to the new market needs and expand their digital presence may find growth opportunities where many see only difficulties, concludes Leonardo Oda
