Hyper-personalization, convenience, and automation practices, 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 specialist and CEO of LEODA Marketing Intelligence , these marketing trends will transform the way 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 guidelines for putting these trends into action and boosting businesses.
Extreme customization
The "one-for-all" era is over. Consumers are seeking products, services, and experiences tailored to their individual needs and preferences. Major brands are already successfully exploring 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, although examples like this may seem far removed from the reality of small businesses, hyper-personalization is already an accessible reality. "With simple tools, such as campaign segmentation or message automation, small businesses can create equally relevant and impactful experiences," he states.
An e-commerce business, for example, can use customers' purchase history to suggest complementary products or send targeted promotions. Personalized messages via WhatsApp, chatbots that adapt their responses to user behavior, and email campaigns with specific offers are also other strategies that bring the brand closer to the consumer and increase loyalty.
For Oda, relevance is the key to personalization: “More than investing in cutting-edge technologies, it’s necessary to deliver something that makes sense to the customer. When they feel understood, the connection with the brand naturally strengthens,” he says.
Convenience for a seamless experience.
The speed at which a customer achieves their goal – whether it's making a purchase, seeking information, or resolving a problem – has become one of the main competitive factors in today's market. Complicated experiences drive consumers away, while simple and agile processes generate loyalty.
In the digital environment, websites with simplified registration, fast payment processes (PIX and digital wallets), and intuitive pages increase the chances of conversion. In the physical environment, strategies such as ordering via QR Code, automatic checkouts, and digital queue numbers optimize service and value the customer's time.
For Oda, providing convenience is essential. "Ease of use is the new loyalty. If the customer perceives that their experience is uncomplicated, they not only complete the purchase but also create a relationship of trust with the brand," she comments.
Therefore, evaluating each stage of the buying journey, identifying friction points, and implementing simple adjustments can generate immediate results and ensure that the consumer returns.
Automation: more results with less effort.
Automating repetitive tasks allows small businesses to gain efficiency and focus their efforts on what really matters: innovation and customer relationships.
In marketing, automation tools are more accessible and allow for the optimization of processes such as customer service and campaign management. Platforms like ManyChat, for example, speed up responses to frequently asked questions on social media, while solutions like RD Station facilitate the sending of segmented email campaigns, aligning the message with the customer profile.
Leonardo Oda illustrates the impact of this automation with a practical situation: “Imagine a bakery that automates order taking with an online form integrated with WhatsApp. This simplifies the customer's life and frees up the team 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 an analysis of the past year's performance.
Reviewing sales, engagement, and online traffic data helps identify what worked and what needs improvement. Tools like Google Analytics and social media reports are allies in this process. Questions such as "Which campaigns generated the most return?" and "Which channels brought the most visits?" guide the analysis and direct future strategies.
Furthermore, setting clear and measurable goals is fundamental. The SMART methodology – with specific, measurable, achievable, relevant, and time-bound objectives – provides the necessary framework to track and adjust progress over time.
An e-commerce business, for example, might set a goal to "increase revenue by 20% by June 2025, investing in segmented campaigns on Instagram and targeted promotions on WhatsApp." Such goals allow for concrete tracking of results and identification of 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 their operations and improve the customer experience. "The secret lies in learning from the past and acting strategically to build consistent results in 2025," concludes Leonardo Oda.
