In an exclusive interview with CanadianSME Small Business Magazine, Amanda Parker, General Manager of Canada at Constant Contact, shares invaluable insights on how small and medium-sized businesses (SMBs) can navigate the evolving economic landscape. With a deep passion for empowering entrepreneurs, Amanda discusses the power of technology, AI-driven marketing, and customer-centric strategies that are helping SMBs stay resilient amid economic uncertainty.
Amanda Parker is General Manager of Canada at Constant Contact, a small business marketing solution that makes marketing easy and effective for small businesses and nonprofits around the world. Based in Toronto, ON, Amanda brings her deep passion for small businesses to Constant Contact’s Canada team, championing their growth through powerful online marketing tools.
How do you see early-stage SMBs navigating the current economic landscape, particularly with slower GDP growth and inflationary pressures? What strategies do you recommend for maintaining stability?
Small businesses are no strangers to uncertainty. With inflation and slower GDP growth posing ongoing challenges, many are prioritizing stability over expansion. To stay resilient, they’re optimizing operations, cutting costs, and strengthening customer relationships. We’re also seeing a growing push toward local support, with many businesses embracing the “Buy Canadian” movement to strengthen community ties and boost visibility in Canada.
According to our latest Small Business Now report, 51% of small businesses cite customer acquisition as their biggest challenge this year. To overcome this, 40% plan to learn new marketing tools, skills, and strategies. By leveraging technology to improve efficiency and prioritizing digital marketing, small businesses can adapt and thrive despite external pressures.”
Historically, how have SMBs leveraged technology to navigate economic uncertainty? Can you share any successful examples or strategies that have helped businesses thrive during challenging times?
Technology has always been a lifeline for small businesses—88% of new Canadian entrepreneurs agree that tech has been essential to the growth and success of their businesses. We’re also seeing more and more entrepreneurs turn to AI tools to enhance their digital strategy, streamline operations, automate tasks, and enhance marketing efforts.
Nearly 70% plan to use AI for marketing this year, with 27% focusing on increasing efficiency. This has been a game changer for small business owners. By using AI, small businesses can personalize customer interactions, automate content creation, and track trends more effectively.
This allows them to make their marketing more efficient and cost-effective while also – and just as importantly – delivering more tailored content that strengthens both new and existing customer relationships. By tapping into these strategies, businesses can stay agile and respond to shifting market conditions with greater speed and precision.”
As we move into 2025, how do you see SMBs utilizing marketing and technology tools to mitigate the economic fallout? Are there specific trends or innovations that you believe will be crucial for their success?
Marketing is critical to reaching your community and staying top of mind for your customers, and technology plays a crucial role in helping newer entrepreneurs find ways to improve efficiency, focus on customer retention and loyalty, and invest in strategies to capitalize on the surge in local support for buying Canadian. We’re seeing more businesses embracing AI to automate and personalize marketing efforts, particularly when it comes to content creation, customer engagement, and data analysis.
Constant Contact’s Small Business Now study also revealed that social media will remain a top channel for customer interaction. However, we expect that savvy businesses will also start to diversify their marketing mix by incorporating email and SMS marketing to build stronger, more direct customer relationships.
Additionally, AI-driven data and analytics are helping SMEs better understand consumer behaviour, allowing them to refine strategies and stay ahead of the competition. By adopting these tools, both early-stage and established small businesses can work smarter – not harder – despite economic challenges.”
There is a growing trend toward AI-powered marketing. How do you think SMBs can effectively adopt AI without losing control over their marketing strategies? What benefits or challenges do you foresee in this adoption?
AI can significantly enhance marketing efforts, but it should always be seen as a tool to enhance, not replace, human creativity and judgment. Our data shows that of early-stage Canadian entrepreneurs planning to use AI for marketing this year, 40% intend to leverage it for content, campaign, and idea generation, followed by data analysis (32%).
By using AI for tasks like content generation, customer segmentation, and campaign optimization, small businesses can streamline efforts and save time, allowing them to focus on strategic decision-making. Of course, it’s important to ensure that any AI-generated content you’re incorporating into your marketing mix aligns with your brand and remains authentic.
My advice: Find the right balance between automation and a personal touch. This ensures your marketing remains relevant, engaging, and personalized for your community and your customers.”
As a leader in helping SMBs grow and succeed, what final thoughts or advice would you offer to small and medium-sized businesses looking to thrive in the current economic environment? How can they best position themselves for long-term success?
Despite the tough economic environment, Canadian small businesses, especially those early-stage entrepreneurs who were built in times of adversity, have shown incredible resilience and adaptability. To thrive, I recommend focusing on stability first—optimize your operations, find new revenue streams, and prioritize customer relationships.
With a strong focus on customer centricity, this year’s marketing efforts must be more efficient, targeted, and laser-focused on attracting new customers while keeping current ones engaged. Embracing digital tools like AI and tapping into more marketing channels, such as social media and email, can help streamline processes and enhance audience engagement.
Remember, long-term success comes from staying agile, learning from market shifts, and staying connected with your customers. As we continue throughout this year, those who invest in innovation, prioritize relationships, and adapt quickly will not only weather the storm—they’ll come out stronger on the other side.”
