Hyperpersonalization practices, convenience and automation, already used by major brands, are also becoming accessible for small and medium businesses, thanks to the dissemination of new technologies. SecondLeonardo 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 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", affirms Oda. Next, the specialist shares guidance to put these trends into action and boost business
Extreme customization
The era of "one for all" is behind us. Consumers seek products, services and experiences shaped to your individual needs and preferences. Big brands are already successfully exploring this trend, like Yves Saint Laurent, that 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 businesses can create equally relevant and impactful experiences, affirms
An e-commerce, for example, you 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 large technologies, it is necessary to deliver something that makes sense to the client. When he feels understood, "the connection with the brand naturally strengthens", say
Convenience for a barrier-free experience
The speed at which the customer reaches their goal – to make a purchase, search for information or solve a problem – 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, sites with simplified registrations, fast payment processes (PIX and digital wallets), intuitive pages increase conversion chances. In the physical environment, strategies such as orders via QR Code, automatic check-outs and digital passwords optimize service and value the customer's time
For Oda, delivering convenience is essential. "Ease is the new loyalty". If the customer realizes that their experience is uncomplicated, he not only completes the purchase, but it creates a relationship of trust with the brand, comment
Thus, evaluate each stage of the buying journey, identifying friction points and implementing simple adjustments can yield 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.
No 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, streamline responses to frequently asked questions on social media, while solutions like RD Station make it easier to send segmented email campaigns, aligning the message to the client's profile
Leonardo Oda exemplifies the impact of this automation with a practical situation: "Imagine a bakery that automates order requests with an online form integrated with WhatsApp. This simplifies the customer's life and frees the team to focus on production
Strategic planning for real results
Although hyper-personalization, convenience and automation are trends for 2025, following them without good planning can compromise the results. Leonardo Oda emphasizes that the starting point should be the analysis of the performance of the last year
Review sales data, engagement and online traffic help to identify what worked and what needs to be improved. Tools like Google Analytics and social media reports are allies in this process. Questions like "Which campaigns generated the most return?"and "Which channels brought the most visits?guide the analysis and direct the strategies for the future
Furthermore, defining clear and measurable goals is essential. The SMART methodology – with specific objectives, measurable, achievable, relevant and timely – provides the necessary structure to monitor and adjust progress over time
An e-commerce, for example, you can set a goal to "increase revenue by 20% by June 2025, investing in targeted campaigns on Instagram and directed promotions on WhatsApp. Such goals allow for concrete tracking of results and identifying what needs to 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 customer experience. "The secret is to learn from the past and act strategically to build consistent results in 2025", concludes Leonardo Oda
