Hyper-personalization practices, convenience, and automation, already utilized by major brands, are becoming accessible to small and medium-sized businesses as well, thanks to the proliferation of new technologies. According to Leonardo Oda, a marketing expert and CEO of LEODA Marketing Intelligence, these marketing trends will transform how companies connect with their customers and strengthen their market presence in 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,” states Oda. Below, the expert shares guidance for putting these trends into action and boosting business.
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 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 distant from the reality of small businesses, hyper-personalization is already an accessible reality. “With simple tools, such as campaign segmentation or message automation, small companies can create equally relevant and impactful experiences,” he states.
An e-commerce store, 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 targeted email campaigns with specific offers are 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 major 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 the customer achieves their goal – whether making a purchase, seeking information, or resolving a problem – has become one of the main competitive factors in today's market. Complicated experiences drive customers 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 conversion rates. In the physical environment, strategies such as QR Code ordering, automatic check-outs, and digital queue tickets optimize service and value the customer's time.
For Oda, delivering convenience is essential. “Ease is the new loyalty. If the customer perceives their experience as uncomplicated, they not only complete the purchase but also build a relationship of trust with the brand,” he comments.
So, evaluating each step of the buying journey, identifying the points of friction and implementing simple adjustments can generate immediate results and ensure that the consumer returns.
Automation: More Results with Less Effort
Automating repetitive tasks enables small businesses to gain efficiency and focus efforts on what truly matters: innovation and customer relationship.
In marketing, automation tools have become more accessible and allow for optimizing processes such as customer service and campaign management. Platforms like ManyChat, for example, speed up responses to frequently asked questions on social networks, while solutions like RD Station facilitate sending 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 placements 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 previous 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 such as “Which campaigns generated the most return?” and “Which channels brought the most visits?” guide the analysis and direct future strategies.
Furthermore, defining clear and measurable goals is fundamental. The SMART methodology – with Specific, Measurable, Achievable, Relevant, and Time-bound objectives – provides the necessary structure to monitor and adjust progress over time.
An e-commerce store, for example, can set a goal to “increase revenue by 20% by June 2025, by investing in targeted Instagram campaigns and targeted WhatsApp promotions.” Such goals allow for concrete tracking of results and identifying 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.
