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The world of marketing is constantly evolving and as we (far too quickly) head into 2025 businesses must stay ahead of these changes to remain competitive. I know it can be difficult to keep up, especially when juggling a million other tasks and that’s why I’m here to help with a quick overview guide to the trends coming your way soon!
Personalisation with AI: More Than Just a Name
AI-powered personalisation has moved beyond using a customer’s name in an email. With the help of AI tools, businesses can now tailor marketing content to match customer preferences and behaviours in real time. This type of targeted marketing can increase customer engagement and loyalty by delivering content that resonates on a deeper level.
Real-Life Example: Netflix is a standout example of how effective AI-driven personalisation can be. The streaming giant uses AI algorithms to analyse users’ viewing habits, ratings, and watch history. This data allows Netflix to recommend content specifically suited to each user’s tastes. The system goes a step further by factoring in what similar users have watched, ensuring highly relevant suggestions. This keeps users engaged and reduces the likelihood of them looking for alternatives. Impressively, Netflix has reported that its recommendation system drives more than 80% of the content watched on the platform. (Side note: I’d love a ‘Hide All Watched’ feature, Netflix—take note!)
What You Can Do: While smaller businesses might not have the same scale of data as Netflix, they can still apply similar principles using affordable AI tools. For example, SMEs can use email marketing software with AI capabilities to segment audiences based on past behaviours and send targeted campaigns. AI-powered chatbots can also engage with customers on websites, offering personalised product recommendations or support based on user interactions.
Even AI-enhanced website builders can customise content shown to visitors based on their location or preferences, enhancing user experience.
Here are some popular software options:
· HubSpot: Offers AI-powered tools for email marketing and customer segmentation, helping businesses create personalised campaigns based on user behaviours and past interactions.
· Mailchimp: Provides automation features that use AI to tailor email content and delivery times, ensuring the right message reaches the right person at the right time.
· Drip: An e-commerce-focused marketing tool that uses AI to segment audiences and personalise interactions, driving higher conversion rates.
· ChatGPT by OpenAI: Can be used for generating personalised content, answering customer queries, and creating interactive chatbots that offer tailored responses.
· Intercom: Utilises AI to automate customer support and engage users with personalised messages, improving customer service and user experience.
Voice Search is Here to Stay
Voice search is becoming more common, with more people using devices like Siri, Alexa, and Google Assistant. By 2025, over half of all internet searches are expected to be voice-based. This change means that businesses need to adapt their content so it is easily found through voice search.
Real Life Example: Starbucks has embraced voice search technology by integrating voice ordering through smart devices. Customers can place their usuals directly from their car, smart home device or mobile using voice commands, providing a seamless and hands-free experience. This innovative use of voice technology has enhanced customer convenience, strengthened brand loyalty, and kept Starbucks ahead in a competitive market. (Side note: I ‘m a regular user of ordering my usual on my way to work from my android auto. The system not only orders it but pays through my saved card).
What You Can Do: Update your content to include conversational keywords and questions that people might ask out loud. Adding an FAQ section to your site is a simple way to help your content appear in voice search results. Consider how users would engage with your business through voice search. For example, using voice technology to order food or drinks is different from booking a hair appointment. Tailor your content and voice search strategy based on how customers are likely to interact with your services.
The Power of Short-Form Video
Short-form videos, such as those found on TikTok, Instagram Reels, and YouTube Shorts, continue to dominate the digital space. These quick, engaging videos are a great way for SMEs to grab attention, tell their story, and build brand awareness. I’m still surprised by how many SMEs I speak to that haven’t joined TikTok yet.
As of May 2024, there are over 23 million TikTok users in the UK, and while Gen Z (ages 18-24) makes up over 40% of that user base, the biggest surge in 2023 came from those aged 45 to 65!
My advice? If you haven’t explored TikTok yet, now’s the time. Create an account, follow similar businesses, and see what they’re doing.
And when it comes to making videos, it’s time to push past your comfort zone. If you’re an SME owner juggling many roles, you need to be in front of the camera too. The good news? It’s not as intimidating as it sounds after you’ve done it a few times—plus, you don’t need to re-watch your own videos!
Real Life Example: Duolingo, the language-learning app, has become a standout example of how to use short-form video effectively. (Follow them if you don’t already). Their TikTok account blends humour, trending audio, and relatable content that engages viewers. With videos often featuring their mascot, Duo the Owl, in funny and playful scenarios, Duolingo has successfully built a strong online presence and connected with their audience on a personal level. This approach has not only increased brand recognition but also boosted user engagement and app downloads.
What You Can Do: Create simple, relatable videos that showcase your business. You don’t need expensive equipment; a smartphone and some creativity can go a long way. Try repurposing long-form content into shorter clips to extend its reach.
Trust Through Transparency and Zero-Party Data
With privacy regulations becoming stricter, building trust with your audience has never been more important. Zero-party data (information that customers willingly share) helps businesses create personalised experiences while respecting privacy.
Real Life Example: Sephora, the global beauty retailer, is an excellent example of a company that has effectively leveraged zero-party data to build trust and enhance customer experiences. Through their Beauty Insider Loyalty Programme, Sephora asks customers to share their preferences, such as skin type, makeup shades, and beauty interests. This data is willingly provided by customers in exchange for tailored product recommendations, personalised beauty tips, and exclusive offers.
This has helped Sephora build strong customer loyalty and maintain trust while still collecting valuable data that informs their marketing and product strategies.
What You Can Do: SMEs can adopt a similar approach by creating loyalty programmes, interactive quizzes, or surveys that encourage customers to share their preferences. Being transparent about how this data will be used and ensuring compliance with data protection regulations can help SMEs build trust and offer more tailored customer experiences.
Simplified Marketing Strategies
Many SMEs feel overwhelmed by trying to do too much at once. The new approach for 2025 is to simplify. Instead of spreading efforts thin across every social media channel and trend, businesses should focus on a few key strategies that deliver the best results.
What You Can Do: Identify your most effective channels and double down on those. Really get to know your customers, find out what channels they use and focus on these. Quality content on fewer platforms can be more impactful than average content everywhere.
AI as Your Marketing Assistant
AI isn’t just for big businesses anymore. About 60% of small businesses are already using AI to help with marketing tasks like content creation and social media management. While AI can save time, it’s important to keep a human touch to ensure content stays authentic. (Side Note: ChatGPT is fully my PA)
Best Practice: Use AI tools for brainstorming ideas, automating routine tasks and generating content drafts. Always review and personalise these drafts to maintain your brand’s voice.
2025 is set to be a year where personalisation, transparency, and simplicity drive marketing success for SMEs. Embracing new tools, focusing on authentic interactions, and adapting to evolving trends can strengthen your presence and connect with customers in more meaningful ways.
At STEP, we’re here to support you through these changes and help you find strategies that work best for your business.
Remember, the key to successful marketing isn’t doing everything—it’s doing what works for your business and your customers.
