Marketing Trends for 2025: How SMEs Can Stay Ahead
It sounds like a cliché but after 18 years working in the industry, I can confidently say that the marketing landscape is constantly evolving. Staying up to date with technological advances and shifting consumer behaviours is key if you want to engage with your target market and grow your business.
It will also help you get ahead of your competitors who may be slower to adopt these new trends. With a new year on the horizon, now is the perfect time to explore what opportunities 2025 might bring your way.
1. Video content
Video is set to remain a cornerstone of marketing in 2025. Short-form videos, live streams and behind-the-scenes clips help humanise your brand and foster deeper connections with your audience.
We always advise our clients to focus on authenticity over perfection. Audiences are drawn to real, relatable content rather than overly polished corporate videos.
2. Interactive content
Interactive content on your website and social media channels, such as quizzes, polls, augmented reality (AR) experiences and shoppable videos, will also help to grab your customers’ attention in 2025.
As well as keeping visitors on your site longer, it will increase the likelihood of making a sale and is a terrific way of collecting valuable consumer data.
If you want to take advantage of this trend, consider investing in an AR experience platform that aligns with your industry. For example, estate agencies might benefit from virtual property tours while furniture retailers could use an AR tool like the IKEA Place app which digitally places their products in their customers’ rooms.
3. Sustainability
Sustainability is not just a buzzword; it is essential to business success. We are increasingly being judged not just on the products or services we sell but on how our businesses operate.
Whether it’s reducing your carbon footprint or supporting ethical supply chains, showcasing your green credentials will resonate with today’s conscientious consumers.
It may be hard to know how you can make an impact, but I would advise starting small but thinking big. You could switch to a renewable energy provider, reduce single-use plastics or introduce eco-friendly packaging for your products, for example.
Every change you make counts, and of course you can document the steps you’re taking to becoming greener on your social media channels which might inspire other businesses to do the same.
4. Prioritising ESG in Event Management
Talking about the environment leads me on to the wider issue of ESG, which is short for Environmental, Social and Governance and is a set of standards measuring a business’s impact on society and the environment, and how transparent and accountable it is.
Incorporating ESG into your organisation could improve your reputation, and event management is a key area where SMEs can make a big impact integrating ESG values.
Whether you’re hosting a networking event, seminar, or product launch, ensure your events align with your sustainability goals by choosing a sustainable venue that prioritises energy efficiency, recycling, and accessibility. Bonus points if it’s powered by renewable energy or holds green certifications like BREEAM or LEED.
Also, avoid unnecessary print materials; use QR codes, LED screens, and audio presentations instead. If print is unavoidable, choose biodegradable or recyclable materials.
You can also reduce your event’s carbon footprint by working with local speakers and vendors. This not only cuts down on travel emissions but also supports your community’s economy. Similarly, make sure any partners and suppliers you are working with also take sustainability seriously.
5. AI-Powered Personalisation
AI is no longer just for big corporations. SMEs can use tools like chatbots, predictive analytics and AI-driven email campaigns to create tailored experiences for their audiences.
Personalisation is no longer optional – it is expected. You can use AI tools in your business to analyse customer behaviour and preferences, then send personalised product recommendations or targeted offers. The result? Higher engagement and improved customer loyalty.
6. Social media for search
More and more people are skipping traditional search engines and heading to platforms like TikTok for answers.
Why? Because they see TikTok as a place for real, authentic recommendations and not just ads. Gen Z is leading the charge, trusting social media for information that they feel is unbiased and transparent, and video search results get 41% more clicks than text-based ones.
This shift is changing how younger generations gather information and make purchasing decisions and should be considered when creating your marketing strategy.
7. Voice Search Optimisation
Voice search on mobile phones has increased over the years as users find it easier to speak rather than type. With Apple Intelligence and Google Gemini leading the way in AI for mobile phones, it’s now easier than ever to find what you’re looking for using AI voice search.
It’s important to note how voice search optimisation differs from traditional SEO as users ask questions conversationally. Instead of typing ‘best coffee shops in Leeds, a voice search might be, “What are the best coffee shops near me?”
Because of this, digital marketers and content creators must optimise their content so it’s easily found through voice search. Using natural language and conversational keywords as well as long-tail keywords and phrases will all help, as will answering specific questions users might ask and creating FAQ sections to target common queries.
Other recommendations include optimising your content for Local and ‘Near Me’ Searches and ensuring your business details (address, phone, hours) are consistent across platforms like Google My Business and Apple Maps. Page load speed and mobile friendliness are also key, and you can use tools like the Google PageSpeed Insights API to test and optimise speed.
Judging by this list it’s clear that if you want to stay ahead of the competition in 2025 you’re going to need to innovate and adapt. By prioritising sustainability, embracing modern technologies, and staying true to your values, you can position your business for success in the coming year.
Remember, trends are opportunities, not obligations. Pick the strategies that align with your business goals, and don’t be afraid to experiment. Here’s to a successful, sustainable and standout 2025!
KS
