SMEs Are Struggling With Marketing—Not Because It’s Hard, But Because It’s Confusing
Marketing has never been more accessible for small and medium-sized businesses. AI tools are everywhere, social platforms no longer require gatekeepers, and anyone can design their own visuals with drag-and-drop software. But despite this wave of accessibility, our recent research with local SMEs revealed a surprising truth: many business owners still feel unsure, overwhelmed, or even discouraged by an industry that’s meant to support them.
We surveyed SME owners and decision-makers across Hampshire to understand how they’re approaching marketing in 2025. What we discovered is a reality that extends far beyond our region.
Marketing Jargon Is Holding SMEs Back
One of the clearest findings was the level of confusion surrounding everyday marketing terminology. Words many of us view as standard—“branding,” “lead generation,” “content marketing”—aren’t consistently understood. Even more striking: 93% of SMEs said they weren’t confident distinguishing between a “studio” and an “agency.”
This isn’t a failure on their part. It’s a failure of the marketing industry.
Over time, our sector has become cluttered with jargon, buzzwords, and overlapping service labels. The result? The very businesses we’re meant to help are left trying to decode language instead of receiving solutions.
Uncertainty leads to hesitation. Some SMEs told us they avoided agencies entirely because they feared being sold something unnecessary. Others opted to do everything themselves—not because they wanted to, but because it felt safer than navigating unclear offerings.
AI Is Helping, But Only Within Limits
In the absence of clarity, many SMEs are leaning on AI tools. According to our research, 76% already use AI in their marketing, but mostly for smaller, creative tasks—writing posts, generating ideas, or producing simple designs. Very few are leveraging AI for automation or strategic decision-making.
This highlights something important: SMEs aren’t trying to replace human expertise. They’re gravitating toward tools that feel low-risk, accessible, and easy to understand, especially when human services feel vague or inconsistent.
AI is becoming the “safe option” not because it is better—but because it is less intimidating.
Human Expertise Still Matters—Especially for Strategy and Growth
Despite rising AI use, 44% of SMEs still trust human agencies and studios most when seeking marketing support. They want real conversations, tailored advice, and partnerships grounded in genuine understanding.
When asked what humans offer that AI can’t, respondents consistently mentioned empathy, strategic thinking, creative nuance, and the ability to understand the heart and personality of a business. These are precisely the areas where marketing earns its value—where human insight outperforms any algorithm.
Marketing Must Become More Human-Friendly Again
The takeaway is clear: SMEs aren’t rejecting agencies—they’re rejecting confusion. The solution isn’t more complexity. It’s clarity. It’s simpler language, transparent service descriptions, and communication that empowers rather than overwhelms.
The Future Isn’t Humans vs. AI—It’s Humans with AI
AI will continue to shape the marketing world, but the SMEs we spoke to don’t want to replace people. They want trusted advisors who can help them make sense of the noise. They want clarity instead of jargon. Confidence instead of confusion. Partnership instead of guesswork.
If the marketing industry truly wants to support SMEs, it’s time to step up. It’s time to simplify, to be honest, and to make marketing human again.