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 due to inaccurate or intrusive personalized experiences, making the challenge for companies even greater.
ToRico Araujo, CEO of PX/BRASIL, an integrated innovation and marketing agency, success lies in positioning brands through solid and integrated strategies. "Today, the consumer buys more than products: they buy narratives, experiences, and values. Integrated communication is not just a trend, it is an urgency for brands that want to stay relevant in a hypercompetitive market. Capturing attention is just the beginning. What ensures growth is consistency," he states.
Next, the specialist lists six marketing strategies that are helping brands attract customers more consistently in an increasingly competitive market:
1. Purposeful 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, but showing why the brand exists and the impact it aims to create. 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, resulting in greater engagement.
2. Content with strategy
Relevant and strategic content guides the customer through the buying journey, educates, and positions the brand as an authority. Additionally, content that addresses questions and offers solutions creates deeper connections, transforming visitors into brand advocates, serving as a way to gain long-term trust.
3. SEO focused on intent
Optimizing searches today requires understanding what the user truly wants, where they are in the journey, and delivering accurate answers. Adapting the 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 networks have ceased to be showrooms to become strategic relationship channels. Showing behind-the-scenes, interacting with the audience, and sharing real stories are actions that build trust and drive sales, such as using interactive formats through live streams and polls, which enhance engagement and deepen emotional connection, creating loyal communities.
5. Audiovisual as an authority asset
Videos, podcasts, and webinars are powerful tools to create emotional connection and reinforce credibility. Showing real people from the company and genuine testimonials strengthens the brand's image, enabling a more dynamic and humanized communication that facilitates understanding and retention of the message by the audience.
6. Integrated communication as a real advantage
Multichannel brands that maintain consistency in visual identity, verbal communication, and messaging across all touchpoints build stronger experiences and lasting trust with the audience. This integration prevents noise and confusion, ensuring that the consumer has a smooth and memorable journey, regardless of the channel used.
ToRico AraujoThe secret to success lies in genuine connection with the audience and the brands' ability to transform."The true transformation happens when the brand is able to connect authentically with its audience, going beyond sales 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."
