The Top 10 Digital Marketing Trends for 2026
- Gemma Walker
- 6 days ago
- 4 min read
Every year we get the same question from clients and business owners:
“What should we be focusing on next year?”
And every year the answer is… it depends! But also, some things are very clearly shifting.
2026 is shaping up to be less about shiny new tactics and more about maturity.
Smarter data use. Better content. Fewer shortcuts. And a lot more accountability.
I’m Gemma Walker, Digital Operations Manager at Build a Brand, and this is my take on the digital marketing trends we’re actively preparing for with our clients as we head into 2026.
1. AI Search Is Changing How People Discover Brands (But not killing SEO)
AI-powered search results are no longer experimental. Google’s AI Overviews and other generative search tools are changing how people get answers, especially at the research stage.
What this means in practice:
Fewer clicks for weak, generic content
More visibility for brands that explain things clearly and thoroughly
Search intent matters more than ever
SEO is not dead, but Lazy SEO is!
If your content answers real questions in plain English, explains costs, comparisons, processes, pros and cons, and demonstrates experience, you are far more likely to appear in those AI-powered results.
This is why we are doubling down on early-funnel, educational content across our clients sites.
2. First-Party Data Is Now a Non-Negotiable
With cookies continuing to disappear and privacy tightening, brands that rely purely on paid platforms for audience data are exposed.
In 2026, strong brands will:
Actively grow email and SMS marketing lists
Use quizzes, downloads, gated content and sign-up incentives
Actually use their CRM data properly
Owning your audience is no longer optional. It is protection.
3. Content Is Moving Further Up the Funnel
More businesses are finally realising that people do not wake up ready to buy.
Blogs, guides, videos and explainers are no longer “nice to have”. They are the foundation of:
SEO visibility
AI search inclusion
Paid ad efficiency
Trust building
If your website only talks about you, your products, or your services, you are already behind.
4. Video Is Less Polished and More Useful
High-gloss brand videos are being replaced with:
Talking-head explainers
Screen recordings
Behind-the-scenes clips
Short-form educational content
People want clarity, not perfection.
In 2026, the brands that win with video are the ones that show up consistently and answer questions honestly, not the ones with the biggest production budget.
5. Paid Ads Need Better Landing Pages to Survive
Clicks are expensive. Attention spans are short. And sending paid traffic to generic pages simply does not cut it anymore.
We are seeing a huge shift towards:
Dedicated landing pages
Clear messaging by intent stage
Fewer distractions
Stronger trust signals
Paid ads without CRO thinking are a waste of money. Read: Why Use Paid Ads For Marketing Your Business
6. Brand Trust Is Becoming a Ranking Factor (In Everything But Name)
Google may not say “trust” is a ranking factor, but the signals absolutely are.
In 2026, trust shows up through:
Helpful content written by real people
Clear contact details and policies
Reviews, testimonials and social proof
Consistent branding and messaging
This is especially critical for ecommerce, health, finance and service-based businesses.
7. SEO Is Becoming Less Technical and More Human
Yes, technical SEO still matters. But it is no longer the differentiator it once was.
Most websites can be made technically “good enough”.
What separates results now is:
Topic depth
Internal linking that actually makes sense
Content written for humans, not algorithms
Search engines are getting better at spotting sites that exist purely to rank, versus sites that genuinely help.
8. Social Media Is Splitting Into Two Lanes
In 2026, social media does two very different jobs:
Discovery and awareness
Trust and community building
Trying to do both with the same content usually fails.
Brands that understand this are separating:
Reach content from relationship content
Trends from education
Growth metrics from loyalty metrics
Posting for the sake of posting is officially dead. You may like to read: The Biggest Social Media Shifts of the Year & What Brands Need to Know for 2026
9. Automation Is Growing, But Strategy Still Matters
Yes, AI tools are speeding things up. Scheduling, reporting, content ideation, ad optimisation, all faster than ever.
But automation without strategy just creates faster mistakes.
The winners in 2026 will be the brands that use AI to support good decision-making, not replace it.
10. Marketing Teams Are Being Judged on Outcomes, Not Activity
This one is uncomfortable, but necessary.
More businesses are asking:
What is actually driving leads?
What content converts?
What channels assist sales?
Vanity metrics are being replaced with performance conversations. As they should be.
Marketing is maturing.
So What Should You Do Going Into 2026?
If I had to boil it down, the focus should be:
Strong foundations over quick wins
Content that educates, not sells
Data you own and understand
Channels that work together, not in silos
At Build a Brand, this is exactly where we’re guiding clients.
Smarter SEO. More intentional content. Paid ads that actually convert. And systems that scale properly.
If you’re unsure whether your current digital marketing approach is ready for 2026, it may be worth taking time to review your strategy and priorities.
A short, focused discussion can help identify where small changes could make a meaningful difference.. Sometimes an outside view is all it takes to bring a bit of clarity.
Get in touch today and let's chat!