In an increasingly competitive and connected market, attracting customers goes beyond promoting products or services. According to a global study by Boston Consulting Group (BCG), released in December 2024, four out of five consumers are comfortable with personalized experiences and expect brands to offer this level of attention. However, two-thirds of these consumers have abandoned brands due to inaccurate or invasive personalized experiences, making the challenge for companies even greater.
For Rico Araujo, CEO of PX/BRASIL, an integrated innovation and marketing agency, success lies in positioning brands through solid and integrated strategies. “Today, consumers buy more than products: they buy narratives, experiences, and values. Integrated communication is not just a trend, it’s an urgency for brands that want to remain relevant in a hypercompetitive market. Gaining attention is just the beginning. What ensures growth is consistency,” he says.
Below, the expert lists six marketing strategies that are helping brands attract customers more consistently in an increasingly competitive market:
1. Purpose-driven positioning
Authentic brands that clearly communicate their values and causes create immediate identification with audiences who share these principles. It’s not just about selling; it’s about showing why the brand exists and the impact it wants to make. This builds a solid emotional foundation that transcends products and services, fostering customer loyalty and acting as a beacon that guides all the company’s actions and decisions, generating greater engagement.
2. Strategic content
Relevant and strategic content guides the customer through the buying journey, educates them, and positions the brand as an authority. Additionally, content that answers questions and offers solutions creates deeper connections, turning visitors into brand advocates, which is a way to gain trust in the long term.
3. SEO focused on intent
Optimizing searches today requires understanding what the user really wants, at what stage of the journey they are, and delivering precise answers. Adapting language and formats for each type of search also increases relevance and the likelihood of conversion, boosting performance with organic engagement.
4. Social media as an influence channel
Social media has moved beyond being showcases to become strategic relationship channels. Showing behind-the-scenes content, interacting with the audience, and telling real stories are actions that build trust and drive sales, such as using interactive formats like live streams and polls, which enhance engagement and deepen emotional connections, creating loyal communities.
5. Audiovisual as an authority asset
Videos, podcasts, and webinars are powerful tools for creating emotional connections and reinforcing credibility. Showcasing real people from the company and genuine testimonials strengthens the brand’s image, enabling a more dynamic and humanized communication that facilitates understanding and message retention by the audience.
6. Integrated communication as a real advantage
Multichannel brands that maintain consistency in visual and verbal identity and messaging across all touchpoints build stronger experiences and lasting trust with the audience. This integration avoids noise and confusion, ensuring the consumer has a fluid and memorable journey, regardless of the channel used.
For Rico Araujo, the secret to success lies in genuine connection with the audience and the transformative power of brands. “True transformation happens when a brand can authentically connect with its audience, going beyond sales and becoming part of people’s lives. Investing in integrated strategies is no longer a choice; it’s a necessity to ensure relevance and sustainable growth.”
