2025 On the radar: how businesses can grow with personalization, automation and convenience

Hyper-personalization, convenience and automation practices, already used by large brands, are becoming accessible also for small and medium businesses, thanks to the spread of new technologies Leonardo Oda, marketing expert and CEO of LEODA Marketing Intelligencethese marketing trends will transform the way businesses connect with their customers and strengthen their market presence in 2025.

“The consumer is more demanding and wants personalized experiences, fast processes and efficient solutions. Whoever can deliver this in a structured way will stand out next year”, says Oda. The following expert shares guidance to put these trends into action and drive business.

Personalization to the extreme

The era of “um for all” is behind us. Consumers are looking for products, services and experiences tailored to their individual needs and preferences.Big brands are already successfully exploring this trend, such as Yves Saint Laurent, which uses artificial intelligence to create custom lipsticks based on the skin tone of each customer.

Leonardo Oda explains that while examples like this seem far removed from the reality of small businesses, hyperpersonalization 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 says.

An e-commerce, for example, can use customer purchase history to suggest complementary products or send targeted promotions. Custom 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 great technologies, you need to deliver something that makes sense to the customer.When he feels understood, the connection with the brand naturally strengthens”, he says.

Convenience for a barrier-free experience

The speed with which the customer reaches its goal 0 whether to make a purchase, seek information or solve a problem 2 has become one of the main competitive factors in the current 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 QR Code orders, automatic checkouts and digital passwords optimize customer service and value customer time.

For Oda, delivering convenience is indispensable.“Ease is the new loyalty. If the customer realizes that his experience is uncomplicated, he not only completes the purchase, but creates 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 really matters: innovation and customer relationships. 

In marketing, automation tools are more accessible and allow you to optimize processes such as service and campaign management. Platforms such as ManyChat, for example, streamline answers to frequently asked questions on social networks, while solutions such as RD Station facilitate the sending of targeted email campaigns, aligning the message to the customer profile.

Leonardo Oda exemplifies the impact of this automation with a practical situation: “Imagine a bakery that automates order orders with an online form integrated with WhatsApp. This simplifies the life of the customer and frees the team to focus on production”.

Strategic planning for real results

While hyper-personalization, convenience and automation are trends for 2025, following them without good planning can compromise the results.

Reviewing sales, engagement and online traffic data helps identify what worked and what needs to be improved. Tools such as Google Analytics and social media reporting are allied in this process. Questions such as “Which campaigns generated more return?” and “Which channels brought more visits?” guide the analysis and drive strategies into the future.

In addition, setting clear and measurable goals is critical. The SMART & M methodology with specific, measurable, attainable, relevant, and time-sensitive objectives & & & & & & & & & & & & & & & & & & & & & & & & & & & & & IT provides the framework needed to track and adjust progress over time.

An e-commerce, for example, can set as a goal “increase revenue in 20% by June 2025, investing in targeted campaigns on Instagram and targeted promotions on WhatsApp”. Such goals allow you to track results in a concrete way and identify what should be improved.

With planning, data analysis and application of marketing trends (hyperpersonalization, automation and convenience & small and medium businesses can optimize their operations and improve the customer experience.“The secret lies in learning from the past and acting with strategy to build consistent results in 2025”, concludes Leonardo Oda.