{"id":8086,"date":"2025-03-19T01:00:23","date_gmt":"2025-03-19T05:00:23","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/03\/19\/the-resilient-entrepreneur-adapting-and-innovating-with-technology-and-customer-focused-marketing\/"},"modified":"2025-03-19T10:27:25","modified_gmt":"2025-03-19T14:27:25","slug":"the-resilient-entrepreneur-adapting-and-innovating-with-technology-and-customer-focused-marketing","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-resilient-entrepreneur-adapting-and-innovating-with-technology-and-customer-focused-marketing\/8086\/","title":{"rendered":"The Resilient Entrepreneur: Adapting and Innovating with Technology and Customer-Focused Marketing"},"content":{"rendered":"\n

By Dave Charest, Director of Small Business Success at Constant Contact<\/a><\/em><\/p>\n\n\n\n\n\n

The world of small business is always evolving, but in 2025, the latest wave of new entrepreneurs is navigating a particularly tough landscape with a mix of optimism and resilience. The latest report from Constant Contact, Small Business Now: Growth in Motion<\/a>, reveals insights from over 1,600 small business owners across the US, UK, Australia, New Zealand, and Canada. Despite dealing with economic uncertainty, these early-stage businesses are not just surviving\u2014they\u2019re setting themselves up for success by embracing technology, refining marketing strategies, and focusing on building lasting customer relationships.<\/p>\n\n\n\n\n

Thriving Through Tough Times<\/strong><\/h2>\n

It\u2019s no secret that the economic climate right now is anything but easy. With external challenges like inflation and shifting consumer habits, it\u2019s a tough world for any business owner. Yet, new entrepreneurs aren\u2019t backing down. Instead, they\u2019re diving headfirst into the challenge, and their focus is clear: Customer relationships.<\/p>\n\n\n\n\n\n

According to the report, 63% of new entrepreneurs are turning to social media as their go-to marketing tool. But, here\u2019s the interesting part: Even though social media is a top choice when getting started, a surprising 33% of these business owners today see email marketing as an untapped goldmine for conversions and customer loyalty. As these businesses mature, they\u2019re broadening their marketing with channels like email and SMS, which are coming up strong as powerful tools to nurture those all-important customer relationships.<\/p>\n\n\n\n\n\n\n\n

And, when it comes to tech, the numbers speak for themselves: 91% of business owners say that technology has played a crucial role in their success, and a whopping 72% plan to use AI for marketing this year. Technology isn\u2019t just a nice-to-have; it\u2019s a survival tool for small businesses\u2014one that\u2019s essential for growth.<\/p>\n\n\n\n\n

Optimistic, But Realistic: The SMB Mindset for 2025<\/strong><\/h2>\n

Entrepreneurs are feeling positive but cautious. Nearly half (45%) of small business owners believe their business will grow in the coming year, but many (55%) are also acknowledging the hurdles they\u2019ll face. Rising costs, customer acquisition struggles, and shifting consumer preferences have a solid 35% of entrepreneurs seeing economic factors as a big potential roadblock. But, not to worry\u2014small businesses are determined and resilient.<\/p>\n\n\n\n\n\n

And, people are still choosing to start new businesses every day. Even though 52% of these business owners admitted that getting their business off the ground was tough, there\u2019s a ton of excitement and pride in the air. A remarkable 95% of entrepreneurs said they\u2019d do it all over again if given the chance\u201471% said they\u2019re excited about the future, and 57% proud of what they\u2019ve accomplished.<\/p>\n\n\n\n\n

Going Beyond Social Media: SMBs Expand Their Marketing Reach<\/strong><\/h2>\n

Social media may dominate the marketing space for new businesses, but there\u2019s a growing trend toward diversifying strategies. The majority of these entrepreneurs may still rely on social media as their main marketing tool, but many are branching out into channels like email and SMS to connect with their audience.<\/p>\n\n\n\n\n\n

In fact, 33% of SMB owners view email marketing as an underutilized tool that could be key to turning leads into loyal customers. While social media gets all the attention\u2014likely for its ease of use, accessibility, and affordability\u2014email marketing can be a powerful revenue driver to support growth. Plus, email\u2019s secret superpower is its ability to help build lasting relationships and customer loyalty. And, don\u2019t forget SMS! Only 15% of SMBs are investing in it, even though SMS has proven to be one of the most engaging marketing channels available.<\/p>\n\n\n\n\n

AI and Tech: The Secret Weapons for SMB Growth<\/strong><\/h2>\n

Let\u2019s talk tech\u2014it\u2019s a game-changer for small businesses. Early-stage small businesses are embracing technology like never before, with 91% agreeing that tech has been a growth driver for their businesses. And, AI is also leading the charge\u2026 Nearly two-thirds (72%) of SMB owners plan to use AI in their marketing efforts this year, and the areas they\u2019re focusing on are pretty exciting.<\/p>\n\n\n\n\n