Digital Marketing Predictions for 2026

Updated for the modern marketing landscape

As we move deeper into the second half of the decade, digital marketing continues to be reshaped by evolving consumer expectations, rapid advances in AI, and new creative formats. Insights from marketing and advertising leaders across EMEA point to several trends that are redefining how brands connect with audiences in 2026.

Below are the key digital marketing developments businesses should be paying attention to now.

1. Ultra-short, high-impact video content

Short-form video has matured, but its importance has only increased. Platforms like TikTok have normalized fast, authentic, and highly creative content that delivers value in seconds.

In 2026, the winning video strategies focus on:

• Modular storytelling across multiple short clips
• AI-generated variations tailored to different audiences
• Vertical-first formats designed for mobile-native consumption

Brands such as Nike and LEGO continue to lead by designing video experiences specifically for platforms like YouTube, rather than repurposing traditional TV ads.

2. Voice, conversational, and ambient AI

Voice assistants have evolved into always-on, context-aware AI companions. By 2026, conversational search and voice-driven interactions are embedded across homes, cars, wearables, and workplaces.

Consumers now expect:

• Natural, emotion-aware conversations
• Proactive recommendations instead of reactive commands
• Seamless handoffs between voice, text, and visual interfaces

Brands that design for conversational experiences are better positioned to deliver effortless, real-time engagement across the customer journey.

3. Continuous digital marketing transformation

Digital maturity is no longer a competitive edge—it’s a requirement. What was once considered premium customer experience is now the baseline expectation across all industries.

Organizations are investing in:

• AI-powered media planning and creative testing
• Real-time performance measurement
• Integrated data and marketing stacks

Strategic frameworks developed in collaboration with consultancies like Boston Consulting Group continue to help global brands assess and evolve their digital capabilities.

4. Purpose-driven and inclusive marketing

Consumers in 2026 expect brands to stand for something meaningful. Inclusion, sustainability, and social responsibility are no longer optional—they directly influence brand trust and loyalty.

Effective inclusive marketing reflects:

• Diverse voices, identities, and cultures
• Honest representation, not performative messaging
• Tangible actions aligned with stated values

Brands such as Gillette have demonstrated how strong brand perspectives can shift cultural conversations while driving long-term relevance.

5. Mobile-first customer experience, perfected

Mobile is now the primary touchpoint across nearly every industry—but expectations are higher than ever. Users demand instant, frictionless experiences with minimal load times and intuitive navigation.

High-performing marketers in 2026:

• Use advanced web technologies like AMP and progressive web apps
• Customize mobile experiences by intent and context
• Apply automated bidding and attribution models
• Map full-funnel journeys across devices

Mobile optimization is no longer about design alone—it’s about performance, relevance, and speed.

6. Radical brand transparency

Younger audiences, especially Gen Z and Gen Alpha, actively research the brands they support. Tools and platforms that evaluate product health, ethics, and sustainability are widely used across markets.

Consumers expect brands to:

• Clearly communicate sourcing and production practices
• Share sustainability goals and progress
• Be honest about shortcomings and improvements

Brands that fail to earn trust risk being ignored altogether in an oversaturated digital marketplace.

7. Personalisation powered by responsible AI

Personalisation in 2026 goes far beyond using a customer’s name. Machine learning enables brands to tailor messaging, timing, and creative at scale—while respecting privacy expectations.

When used responsibly, AI-driven personalisation:

• Enhances relevance without feeling intrusive
• Adapts content dynamically across channels
• Improves engagement at key decision moments

Automotive brands like Škoda have successfully used AI to personalise video and display ads at scale, delivering measurable uplift.

8. Visual-first search experiences

Search behavior has become increasingly visual. Consumers now rely on images, screenshots, and camera-based search to discover products, services, and inspiration.

Advances in visual search allow users to:

• Search using photos instead of text
• Compare products visually in real time
• Discover related styles, locations, or alternatives

Blending strong visuals with concise text has become essential for visibility across modern search results.

9. Advanced data-driven marketing

Rule-based marketing has largely been replaced by predictive, AI-led decision-making. In 2026, the most successful advertisers activate their first-party data through machine learning to maximize value.

This approach enables:

• Smarter bidding based on predicted conversion value
• Better allocation of budgets across channels
• Improved return on ad spend

Brands like Otto continue to lead in applying advanced data models to advertising strategy.

10. Creativity as a performance driver

Creative excellence is once again at the center of high-performing campaigns. Rather than adapting traditional ads for digital, brands now build campaigns creatively from the ground up.

Creative-led strategies:

• Are rooted in audience insights
• Allow faster experimentation and testing
• Adapt messaging in real time

Campaigns such as those from Nescafé Dolce Gusto demonstrate how bold, insight-driven creativity can deliver both impact and measurable results.

Final Thoughts

In 2026, successful digital marketing sits at the intersection of creativity, technology, and trust. Brands that embrace AI responsibly, design for modern behavior, and communicate transparently are best positioned to grow in an increasingly competitive digital landscape.

Article credit (original inspiration)

Zarina de Ruiter, Editor-in-Chief, Think with Google EMEA

Google