Six marketing strategies to attract customers in 2025

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 already abandoned brands because of inaccurate or invasive personalized experiences, which makes the challenge of companies even greater.

For Rico Araujo, CEO of PX/BRAZIL, an integrated innovation and marketing agency, success lies in positioning brands through solid and integrated strategies. “Today, the consumer buys more than products: he buys narratives, experiences and values. Integrated communication is not only a trend, it is an urgency for brands that want to remain relevant in a hypercompetitive market.Conquering attention is only the beginning. What ensures growth is ACHR coherence, he says.

The expert then lists six marketing strategies that are helping brands attract customers more consistently in an increasingly competitive market:

1. Positioning with purpose

Authentic brands, which clearly communicate their values and causes, create immediate identification with audiences who share these principles. It is not just selling, it is showing why the brand exists and the impact it wants to generate. This builds a solid emotional base that transcends products and services, loyalty customers and acting as a beacon that guides all actions and decisions of the company, generating greater engagement.

2. Content with strategy

Relevant and strategic content guides the customer on the purchase journey, educates and positions the brand as an authority. In addition, content that answers questions and offers solutions creates deeper connections, turning visitors into brand advocates, being a way to gain trust in the long term.

3. SEO with a focus on intention

Optimizing searches today requires understanding what the user really wants, at what point in the journey is and delivering accurate answers. Adapting the language and formats for each type of search also increases relevance and likelihood of conversion, boosting performance with organic engagement.

4. Social networks as a channel of influence

Social networks have ceased to be showcases to become strategic channels of relationship. Show behind the scenes, interact with the public and tell real stories are actions that generate trust and sales, such as the use of interactive formats through lives and polls, which enhance engagement and deepen emotional connection, creating faithful communities.

5. Audiovisual as an authority asset

Videos, podcasts and webinars are powerful tools to create emotional connection and reinforce credibility. Show real people of the company and genuine testimonials strengthens the brand image, enabling a more dynamic and humanized communication, which facilitates the understanding and retention of the message by the audience.

6. Integrated communication as real advantage

Multichannel brands that maintain consistency in visual, verbal and message identity across all touchpoints build stronger experiences and lasting trust with the audience. This integration avoids noise and confusion, ensuring that the consumer has a fluid and memorable journey, regardless of the channel used.

For Rico Araujo“the secret of success lies in the true connection with the public and the ability to transform brands.“True transformation happens when the brand manages to connect authentically with its audience, going beyond the sale and becoming part of people's lives. Investing in integrated strategies is no longer a choice, it is a necessity to ensure relevance and sustainable growth.”