Hyper-personalization practices, convenience, and automation, already used by major brands, are becoming accessible to small and medium-sized businesses as well, thanks to the spread of new technologies. According to Leonardo Oda, marketing expert and CEO of LEODA Marketing Intelligence, these marketing trends will transform how companies connect with their customers and strengthen their market presence by 2025.
“Consumers are more demanding and want personalized experiences, fast processes, and efficient solutions. Those who can deliver this in a structured way will stand out next year,” says Oda. Below, the expert shares guidance on implementing these trends and boosting businesses.
Extreme Personalization
The era of ‘one-size-fits-all’ is behind us. Consumers seek products, services, and experiences tailored to their individual needs and preferences. Major brands are already successfully leveraging this trend, such as Yves Saint Laurent, which uses artificial intelligence to create personalized lipsticks based on each customer’s skin tone.
Leonardo Oda explains that while examples like this may seem distant from the reality of small businesses, hyper-personalization is already an accessible reality. “With simple tools like campaign segmentation or message automation, small businesses can create equally relevant and impactful experiences,” he says.
An e-commerce store, for example, can use customers’ purchase history to suggest complementary products or send targeted promotions. Personalized WhatsApp messages, chatbots that adapt responses to user behavior, and email campaigns with specific offers are other strategies that bring brands closer to consumers and increase loyalty.
For Oda, relevance is the key to personalization: “More than investing in advanced technologies, it’s about delivering something that makes sense to the customer. When they feel understood, the connection with the brand naturally strengthens,” he says.
Convenience for a Barrier-Free Experience
The speed at which customers achieve their goals—whether making a purchase, seeking information, or resolving an issue—has become one of the main competitive factors in today’s market. Complicated experiences drive consumers away, while simple and agile processes foster loyalty.
In the digital space, websites with simplified registrations, fast payment processes (PIX and digital wallets), and intuitive pages increase conversion rates. In physical settings, strategies like QR code orders, automated checkouts, and digital tickets optimize service and value customers’ time.
For Oda, delivering convenience is essential. “Ease is the new loyalty. If the customer perceives their experience as hassle-free, they not only complete the purchase but also build trust with the brand,” he comments.
Thus, evaluating each step of the purchasing journey, identifying friction points, and implementing simple adjustments can yield immediate results and ensure repeat customers.
Automation: More Results with Less Effort
Automating repetitive tasks allows small businesses to gain efficiency and focus efforts on what truly matters: innovation and customer relationships.
In marketing, automation tools are more accessible and help optimize processes like customer service and campaign management. Platforms like ManyChat, for example, streamline responses to FAQs on social media, while solutions like RD Station facilitate sending segmented email campaigns, aligning messages with customer profiles.
Leonardo Oda illustrates the impact of automation with a practical example: “Imagine a bakery that automates order requests with an online form integrated with WhatsApp. This simplifies the customer’s life and frees up staff to focus on production.”
Strategic Planning for Real Results
Although hyper-personalization, convenience, and automation are trends for 2025, following them without proper planning can compromise results. Leonardo Oda emphasizes that the starting point should be analyzing last year’s performance.
Reviewing sales data, engagement, and online traffic helps identify what worked and what needs improvement. Tools like Google Analytics and social media reports are allies in this process. Questions like ‘Which campaigns generated the highest returns?’ and ‘Which channels brought the most traffic?’ guide the analysis and shape future strategies.
Additionally, setting clear and measurable goals is crucial. The SMART methodology—specific, measurable, achievable, relevant, and time-bound objectives—provides the necessary framework to track and adjust progress over time.
An e-commerce store, for example, could set a goal to ‘increase revenue by 20% by June 2025, investing in segmented Instagram campaigns and targeted WhatsApp promotions.’ Such goals allow concrete tracking of results and highlight areas for improvement.
With planning, data analysis, and the application of marketing trends—hyper-personalization, automation, and convenience—small and medium-sized businesses can optimize operations and enhance customer experience. “The secret lies in learning from the past and acting strategically to build consistent results in 2025,” concludes Leonardo Oda.
