Marketing Trends to Watch in 2026

As 2026 gets underway, we’ve been looking at what the key marketing trends will be and what impact they will have.

Of course, the fundamentals of marketing still matter, and always will. But in 2026 the whole marketing landscape will continue to be transformed by AI at a pace rarely (if ever) seen before.

Small and medium-sized businesses (SMEs) don’t need to chase every new trend, but they do need to understand what’s coming and take practical steps to stay visible and competitive.

With AI playing an ever-greater role, balancing efficiency, effectiveness and authenticity is going to be a real challenge, and in many ways, this is the new marketing battleground for 2026.

AI Is Everywhere

Clearly, AI has already transformed marketing. In 2026, its power will extend beyond making tasks easier and quicker to perform, into making messaging more personalised and spotting emerging trends earlier.

Content creation will be faster, with AI helping to produce blogs, ads and social posts that can be tailored to different audiences without extra effort. Targeting will improve because AI can pull together data from many places and show which target customer groups are most likely to buy.

As more tasks and processes are improved, streamlined and automated, small businesses will need the right mix of skills and AI tools, enabling marketers to spend more time on strategy, creativity, brand building and making sure their message feels human and trustworthy.

SEO is Changing: Think Beyond Google

You may have noticed that Google now responds to search queries using its own AI by answering questions directly rather than simply listing websites. This represents a major shift in how people get the information they need, as we explained in our blog on how AI overviews are changing search.

Potential buyers who would otherwise have visited your website are now getting the information they need from an AI‑generated summary, and many will not scroll beyond the AI overview to the ‘traditional’ search results. This means that your website may now attract fewer visitors, resulting in fewer leads and fewer sales.

This places more of an emphasis on making sure your website, Google Business Profile and social channels are kept accurate, up to date and – above all – consistent.

Clear, helpful content that answers real customer questions will give AI tools something reliable to work with. Refreshing older pages stops outdated information coming to the surface. Ensuring every page contains simple structured data (schema, headings, titles, tags) also helps machines understand your site more easily.

People Want Real, Not Perfect

With AI‑generated content everywhere, customers really crave honesty and authenticity, as well as personality.

They want to see the people behind the business. Make sure your website has an up to date Meet the Team page and you’ll find that it becomes one of the most visited pages.

Sharing “behind‑the‑scenes” moments, telling real customer stories and using your own photography rather than generic stock images all help build trust too. Letting your team’s personality come through in your content makes your business feel more relatable and memorable.

Content Is Still Key, But Mixing It Up Is Vital

People consume content in different ways; some read, some prefer to watch, others scroll.

Marketing in 2026 works best when it blends formats. Short videos on your website or social channels can explain things quickly. Repurposing one piece of content into several formats saves time and keeps your message consistent.

It’s also important that your website loads quickly, even if you’re using richer media, and that any interactive tools genuinely help customers make decisions rather than adding clutter.

Trust Is More Important Than Ever

With all the publicity around online scams and rogue businesses, customers are more cautious about what they see and do online. They want clarity, proof and consistency.

This means your business needs to go further in proving credibility; being upfront about pricing and processes, showing reviews and case studies, and keeping your branding consistent across all platforms – all help build confidence. If you use AI in your content or processes, being open about it can also strengthen trust rather than undermine it.

Creativity Is Getting Bolder

Brands are experimenting with more playful, unexpected ideas to stand out. Small businesses can do this too, as long as it’s done in a controlled way.

Trying something light‑hearted or surprising can work well, especially around seasonal moments, but it’s important to keep your brand identity steady so you don’t confuse your audience. Testing ideas on a small scale before committing helps reduce risk.

Customers Are Being More Careful With Their Money

Businesses are still watching their spending, so they want value, clarity and reassurance before they buy.

Making your value proposition clear, simple and obvious helps customers understand why you’re worth choosing. Offering bundles or flexible options can make decisions easier. Reducing ‘friction’ on your website by requiring fewer clicks and displaying clearer calls to action can improve conversions. Staying in touch with hesitant buyers through email marketing will keep your business front of mind.

Final Thought

2026 doesn’t require small businesses to reinvent themselves, but it does require them to stay sharp, stay human and stay consistent. With clear messaging, trustworthy content and practical digital marketing, you can stand out even in a noisy, AI‑driven world.