Marketing is one of the fastest moving and constantly evolving industries. New trends come and go quickly, and it can often be hard to keep up. Here is our take on what’s hot and what’s not in marketing for 2026.
Ins
- Meeting your community in person
- Using AI to enhance human intelligence
- Top of funnel marketing
- Experimenting with paid media
- Sticking to SEO fundamentals
Meeting your community in person
Whether this is clients, partners, or end consumers, we’re continuing to crave physical connection in a more technologically advanced world. In 2026, we’re welcoming more opportunities to host in-person events and meet clients IRL.
Using AI to enhance human intelligence
There’s no doubt that AI is here to stay, but we prefer it when people use it to come up with innovative ways to save time and improve efficiency. Using AI like an assistant or an advisor, rather than as a replacement for a creative thinker, is the way to go.
Top of funnel marketing
Marketing attribution continues to get more difficult, and we want people to still think of ways to engage with their audience at the top of the funnel, without directly resulting in a conversion. Top of funnel marketing helps feed performance marketing by improving brand awareness, perception and interest.
Experimenting with paid media budgets
In our Google Ads predictions blog for 2026, we talk about how we expect advertising opportunities to start appearing in LLMs, along with ad formats changing to become more native to AI platforms. This is worth experimenting with in 2026 in order to remain competitive and stand out in new channels.
Sticking to SEO fundamentals
In 2025 with the rise of AEO / GEO / LLMO / AIO, everyone is quick to jump on the bandwagon of the latest new trend in search. Whilst it’s important to start optimising for visibility in answer engines and LLM’s, the SEO fundamentals still remain, and will help you to get ahead in AI too (check out our Marketing Guide to AI in SEO for more information on this topic).
Outs
- Focussing on vanity metrics
- Using AI to replace human intelligence
- Creating new acronyms for everything
- Trusting Meta’s attribution
- Social media without substance
Focusing on vanity metrics
Traffic? Followers? They’re just not a good enough indicator of true performance. It doesn’t matter how many eyeballs you’re getting if they’re the wrong ones. Instead, focus on conversions, engagement and anything that demonstrates your community is getting value from you (and you from them).
Using AI to replace human intelligence
Using AI to replace real thinking or creativity won’t get you anywhere. And it’s a real bug bear of ours when we receive briefs or strategies that are clearly written by AI. Use experts to plan, discuss and strategise, rather than AI which will only ever give generic answers.
Creating new acronyms for everything
Everyone is in a rush to label the next new biggest thing. But all it creates is confusion, and often what we find is people use them incorrectly and out of context as they don’t understand their meaning. Not everything needs an immediate label, and we prefer when everyone uses shared language and terminology.
Trusting Meta’s attribution
Meta’s attribution is inherently unreliable and is biased towards making Meta look good. Whilst the data can be helpful to inform decision making, e.g. which ads perform best, we consistently see Meta over-inflating results, which can lead to making the wrong investment decisions with your marketing budget.
Social media without substance
Social media can be a great place to connect with your audience, when it’s done well. With shrinking attention spans, people are looking for reasons to scroll or stop. Generic, business-focussed content without either entertainment or educational value, will just get overlooked. It’s your job to stand out and give your audience what they want to see from you.
Looking to work with an agency with their finger on the pulse?
As your strategic marketing partner, it’s our job to know the industry and guide you on the best marketing plans for your organisation. If you’re looking for support with your marketing strategy in 2026, get in touch.
