It’s that time of year, when Business Link Magazine invites the region’s business leaders to offer up their predictions for the year ahead.
It has become something of a tradition, given that we’ve been doing this now for over 30 years.
Here we speak to Mark Futcher, Executive Director at Thrive Online Group UK.
Digital marketing is poised for a significant shift in 2025, particularly among small and medium-sized enterprises (SMEs).
After years of financial uncertainty and global crises, many SMEs have deprioritized their marketing efforts, resulting in outdated online presences and minimal investment in upgrades like website enhancements, social presence and SEM rankings. The disruption caused by AI, which introduced confusion about its role in digital marketing, further complicated the landscape, causing uncertainty and indecision.
However, SMEs are inherently adaptable and resourceful. Despite the challenges of recent years, including the financial turbulence from 2021 to 2024, they’ve streamlined operations and weathered the storm, opening budget opportunities for marketing. Now, as the economy stabilises, signs are emerging that SMEs are regaining confidence and looking to reinvest in their digital strategies.
Two of the key trends expected to define 2025 for digital marketing when considering SMEs:
– Early Adopters Taking the Lead: Businesses that act quickly to enhance their digital presence and position their brands ahead of more cautious competitors will reap the benefits of this renewed focus.
– Agencies with a Partner-First Approach: Agencies that can provide comprehensive, collaborative support to SMEs, without overpricing their services, will be the biggest beneficiaries. These agencies will cater effectively to SMEs, offering the right balance of expertise and affordability to foster long-term partnerships.
The void in SME digital marketing is beginning to close, creating opportunities for growth on both sides. By collaborating with daring yet accessible agencies, proactive SMEs will lead the charge in driving digital innovation and contributing to broader economic growth. This synergy between SMEs and the right agencies will be a major force shaping the business landscape in 2025.
