As we look ahead to small-business marketing in 2025 and beyond, customer-centric marketing is the strategy du jour.
Our marketing agency works with a wide range of clients – from small businesses to enterprise-level companies – and the consistent trend we’ve seen is that customers want to be seen, heard and involved in the business’ journey.
Customers can inform a business’ marketing strategy in a variety of ways, but this article will discuss two: data-driven decision-making and open communication with customers.
Businesses that truly understand and act on the data coming from their customers will be the ones that thrive in the coming years.
Case study A: omnichannel jewellery brand
Let’s use a small-business client as an example of how customer-centric marketing can play out. One of our clients is an omnichannel jewellery brand based on Australia’s east coast.
As with all our clients, we always have an eye on customer data, like purchasing habits. After observing a trend in the data, we immediately incorporate it into our strategy.
For instance, we monitor which metal colours are trending: rose gold, silver or yellow gold. If sales in gold jewellery are spiking, we will update the business’ website banner accordingly. We would then collaborate with the brand’s founder to create more targeted video content. In this case, it might be videos showing how gold jewellery pairs well with neutral or beige clothing.
It’s all about connecting the dots so that customers can see how their purchasing habits influence a brand’s next steps in real time, making them feel understood and therefore more loyal over the long run.
Direct customer feedback
Another trend we are seeing is the power of direct customer feedback. It’s no longer enough to have a one-way conversation where brands just push out content and hope it sticks. Customers of today expect more engagement and want their feedback to shape what comes next.
One way to effectively do this is by leveraging social media polls and question boxes. In the past, we have encouraged one of our clients who sells underwear to ask their audience questions like, “what’s the most frustrating part of wearing a sports bra?”. Another client, a small plant-based supplement company, has resized products and added pages to its website based on customer feedback.
By engaging in this way, you are able to gather invaluable insights (like customers who are struggling to find the right fit) and foster a strong sense of community where customers are involved in shaping the final product.
As we move into 2025, the businesses that will thrive are the ones that know how to blend customer data with real-time feedback. By involving customers in decision-making and showing them that their voices matter, you are not just selling a product, you are creating a partnership with your audience. The brands that foster this dialogue will be the ones to watch over the next year.
