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%, after consecutive years of expansion exceeding 3%.Inflation should remain close to 5%, pressured by rising production and service costs, while the basic interest rate (Selic) may reach 15%, making credit more expensive for companies and consumers. The scenario also points to a less heated labor market and a slowdown in public and private investments. In 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 suffer budget cuts in organizations. However, specialists warn that this approach may be a mistake. For example, astudy carried out in 2022 by NielsenIn the post-COVID-19 pandemic period, it 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 that strengthening the customer base, building customer loyalty and creating retention strategies are essential steps for business stability in times of recession.
All these arguments gain strength when considering that, during times of economic downturn, acquiring new customers becomes more costly. In this way, the priority should be to retain current buyers and/or users and deepen the relationship with them. "Marketing needs to be viewed as a strategic investment and not as a cost, especially in small and medium-sized 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," argues Oda.
Marketing strategies to face the crisis
To strengthen customer relationships and optimize your 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 purchasing journey to personalize communication
A shopping journeyA client's journey does not follow a linear path, but rather a process that involves research, comparison, and decision-making. Entrepreneurs who understand this journey can anticipate needs and offer solutions at the right time.
To optimize this process, a necessary step is to define thepersona detailed profile of the ideal customer, based on real data and behaviors. The more accurate this characterization is, the more effective the marketing and communication strategies will be.
For Oda, in a crisis scenario, understanding the purchase 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 their market presence and building stronger relationships with their clients.
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 such as blogs, e-books, and webinars. This strategy not only helps build authority in the market but also creates a stronger connection with the consumer by providing useful information that assists in decision-making.
Allied to all this, there is theSegmented Communication, enabling the right message to reach the right audience through the appropriate channels. In addition to diversifying channels—such as email marketing, WhatsApp, and exclusive events—the message must be tailored to consumer behavior to generate real value and strengthen bonds. "The proximity generated by well-targeted communication directly impacts customer loyalty, who perceive more value in the relationship with the brand," explains Oda.
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, tiered promotions, and exclusive benefits create incentives for repurchase and make customers perceive greater value in their relationship with the brand. "Those who develop strategies to value their loyal customers manage to improve revenue flow and long-term relationships," highlights Oda.
In addition to traditional loyalty programs, offering personalized experiences and exceptional service also makes a difference in the customer's perception.
Crisis is also an opportunity
In summary, the economic challenges forecasted for 2025 should not be seen only 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 can find growth opportunities where many see only difficulties," concludes Leonardo Oda.
