The year 2025 is shaping up as a period of economic challenges. Projections indicate a slowdown in Gross Domestic Product (GDP) growth, with an expected advance of just 2%, after consecutive years of expansion above 3%. Inflation is expected to remain close to 5%, pressured by rising production and service costs, while the benchmark interest rate (Selic) could reach 15%, making credit more expensive for businesses and consumers. The scenario also points to a cooler labor market and a contraction in public and private investments. Given this context, many entrepreneurs are evaluating the need to cut costs to ensure business sustainability.
In times like these, the marketing department is often one of the first areas to face budget cuts in organizations. However, experts warn that this approach may be a mistake. For example, a study conducted in 2022 by Nielsen, post-COVID-19 pandemic, shows that companies that continue investing in marketing during crises tend to recover more quickly and increase their market share. Meanwhile, Leonardo Oda, marketing expert and CEO of LEODA Marketing Intelligence, suggests that strengthening the customer base, fostering loyalty, and creating retention strategies are essential steps for business stability during recessions.
All these arguments gain strength when considering that, in times of economic downturn, acquiring new customers becomes more costly. Therefore, the priority should be maintaining current buyers and/or users and deepening relationships with them. “Marketing should be seen as a strategic investment rather than a cost, especially for small and medium-sized businesses. 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,” argues Oda.
Marketing strategies to face the crisis
To strengthen customer relationships and optimize marketing strategies, Leonardo Oda suggests approaches based on detailed analysis of the consumer journey, segmented communication, and the use of loyalty programs.
1) Understand the buying journey to personalize communication
The buying journey of a customer does not follow a linear path but a process involving research, comparison, and decision-making. Entrepreneurs who understand this trajectory can anticipate needs and offer solutions at the right time.
To optimize this process, a necessary step is defining the persona, a detailed profile of the ideal customer based on real data and behaviors. The more precise this characterization, the more effective the marketing and communication strategies will be.
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’s a necessity. Companies that master these concepts can optimize their investments and turn uncertainties into opportunities, strengthening their market presence and building stronger relationships with their customers.
2) Content marketing and segmented communication
In times of crisis, communication needs to be even more strategic and targeted. In this context, Content Marketing is an approach that allows companies to attract and educate customers through relevant materials such as blogs, e-books, and webinars. This strategy not only helps build market authority but also creates a stronger connection with consumers by offering useful information that aids decision-making.
Complementing this is Segmented Communication, which ensures the right message reaches the right audience through the appropriate channels. Beyond diversifying channels—such as email marketing, WhatsApp, and exclusive events—the message must be adapted to consumer behavior to generate real value and strengthen bonds. “The closeness generated by well-targeted communication directly impacts customer loyalty, as they perceive more value in their relationship with the brand,” explains Oda.
3) Loyalty programs for customer retention
To navigate crisis periods, attracting customers is not enough; they must be kept engaged and encouraged to remain loyal. In this context, loyalty programs help reinforce the bond between consumers and brands.
Strategies like cashback, tiered promotions, and exclusive benefits create incentives for repeat purchases and make customers perceive greater value in their relationship with the brand. “Those who structure strategies to reward their loyal customers can enhance revenue flow and long-term relationships,” highlights Oda.
Beyond traditional loyalty programs, offering personalized experiences and differentiated service also makes a difference in customer perception.
Crisis is also an opportunity
In summary, the economic challenges forecast for 2025 should not be seen solely as a period of contraction but as a time for innovation and strategic repositioning. “Companies that use this period to refine processes, adapt products and services to new market needs, and expand their digital presence may find growth opportunities where many see only difficulties,” concludes Leonardo Oda.
