Right, so, trying to keep up with marketing stuff these days feels a bit like chasing a runaway train, doesn’t it? Things are just moving so fast. What worked last year might already be old news. But don’t fret! We’ve put together a handy guide to the big marketing shifts we’re expecting to see by 2026. Think of it as your sneak peek into what’s coming up, so you can get a head start.

• Artificial intelligence will change how we make content.
• People will talk to their devices more to search for things.
• Interactive stuff will get more popular.
• Video is still a big deal, maybe even bigger.
• Working with influencers will be important for brands.
• TikTok isn’t going anywhere, it’s growing.
• Social media will keep changing, platforms will add new features.
• Chatbots will pop up everywhere, helping customers out.

Marketing teams everywhere have started using AI tools to chop down on dull, repeat tasks. In 2026, generative AI is less of an oddball and more of a reliable helper when it comes to dreaming up ideas, writing drafts or spotting trends in data.

It’s not just a fad — it’s already part of most campaigns.

Here’s how brands put it to work:

1. Brainstorm ideas for ads, emails and social posts.
2. Draught blog entries, captions and ad copy in minutes.
3. Generate simple images or mock-ups for online ads.
4. Spot patterns in campaign results much faster than before.

You might find your next marketing meeting starts with a list of prompts instead of a blank sheet of paper. Human touch still matters when you polish the final draught.

Once the basics are in place, your team can spend more hours planning fresh angles and less time on the nuts and bolts. This shift frees up creative folks to try out new ideas and keeps campaigns moving faster than ever.

Right, so voice search. It’s not just a fad; it’s properly changing how people look for stuff online. Think about it: instead of typing away on your phone, you’re just asking Siri or Alexa. This means we need to rethink how we create content. It’s not just about keywords anymore; it’s about answering actual questions people are asking out loud.

Optimising for voice search is now essential for any serious marketing strategy.

Here’s the thing, people talk differently than they type. Voice searches tend to be longer, more conversational. So, your content needs to reflect that. Think about long-tail keywords and answering questions directly.

Basically, if your content doesn’t answer a question clearly and quickly, you’re going to miss out on a load of potential traffic. It’s all about being helpful and providing value right away.

Here are a few things to keep in mind:

• Use natural language: Write like you’re talking to someone. Avoid jargon and complicated sentences.
• Answer questions directly: Use question-based keywords and provide clear, concise answers.
• Focus on local SEO: A lot of voice searches are for local businesses, so make sure your local SEO agency is up to scratch.

It’s a bit of a shift, but once you get the hang of it, you’ll see a real difference. Voice search is only going to get bigger, so it’s worth getting ahead of the curve now.

Interactive content is where it’s at, honestly. Static content? So last decade. People want to do stuff, not just read about it. It’s all about getting the audience involved, making them feel like they’re part of the experience. Think about it: are you more likely to remember something you passively read, or something you actively participated in? Exactly.

Interactive content is becoming more integral to content marketing strategies, especially as brands seek more immersive ways to connect with their audiences on social media platforms and beyond.

Here’s a few examples of what I mean:

• Quizzes and Polls: Everyone loves a good quiz, right? "Which cheese are you?" "What’s your spirit animal?" They’re fun, they’re shareable, and they give you data. Polls are great for quick feedback and sparking conversations.
• Interactive Videos: Imagine a video where the viewer gets to choose what happens next. Wild, isn’t it? It keeps people hooked and makes them feel like they have some control.
• Webinars and Live Streams: These are brilliant for real-time engagement. Q&As, live demos, expert interviews – it’s all about building that connection and trust with your audience.

Interactive content isn’t just about engagement; it’s a goldmine of data. Every click, every answer, every choice tells you something about your audience. Use that information to refine your strategy and give them more of what they want.

And don’t forget things like calculators, configurators, and even games. The possibilities are endless, really. If you can make it interactive, you should.

Video isn’t just a nice-to-have anymore; it’s pretty much essential. If you’re not using video, you’re missing out on a massive opportunity to connect with your audience. Think about it: people are spending hours every day watching videos on their phones, tablets, and TVs. You need to be where they are.

Video content is king, and it’s not going anywhere.

I remember when video marketing was this fancy, expensive thing only big companies could afford. Now, anyone with a smartphone can create engaging content. It’s all about being creative and finding ways to tell your story in a visually appealing way.

Video helps build trust and authority, as viewers can receive immediate responses to their queries, making the content more relevant and engaging. Each user interaction provides data that can be analysed to better understand audience preferences, behaviours, and needs. This information can then be used to refine marketing strategies and improve customer engagement.

Here are a few things to keep in mind for 2026:

• Short-form video is still huge. TikTok and Reels aren’t going anywhere, so embrace them. Keep your videos concise and engaging. People have short attention spans, so get to the point quickly.
• Live video is also gaining traction. Whether it’s webinars, Q&As, or behind-the-scenes glimpses, live video feels more authentic and allows for real-time interaction.
• Don’t forget about user-generated content online brand. Encourage your audience to create videos featuring your products or services. It’s a great way to build trust and social proof.

Video marketing is constantly evolving, so stay flexible and be willing to experiment with new formats and platforms. The key is to create content that resonates with your audience and helps you achieve your marketing goals.

Influencer marketing isn’t some shiny new toy anymore; it’s a proper fixture in the marketing world. It’s become a solid channel for brands, big and small. It’s all about finding the right people to connect with your audience in a genuine way. Let’s have a look at how this is shaping up for the 2026 marketing strategies.

Influencer marketing is now a key part of many successful marketing plans.

Think about it: people trust recommendations from individuals they follow and admire. That’s powerful stuff. It’s not just about getting a celebrity to flash your product; it’s about building relationships with influencers who genuinely believe in what you’re selling. This is one of the digital marketing innovations that’s here to stay.

Influencer marketing is evolving. It’s less about flashy endorsements and more about authentic connections. Brands are realising that genuine engagement trumps sheer reach. This shift is driving a focus on micro-influencers and user-generated content, fostering a sense of community and trust.

Here are some things to keep in mind for your influencer campaigns:

• Authenticity is key: People can spot a fake endorsement a mile away. Work with influencers who genuinely love your product or service.
• Micro-influencers can be mighty: Don’t underestimate the power of smaller influencers with a dedicated following. They often have higher engagement rates.
• Track your results: Use analytics to measure the success of your campaigns and make adjustments as needed. This will help you understand customer engagement trends 2026.

TikTok isn’t just for Gen Z anymore; it’s a marketing powerhouse that’s only getting bigger. I mean, have you seen the TikTok user engagement lately? It’s through the roof! More and more brands are realising they need to be there, and if you’re not, you’re potentially missing out on a massive audience.

It’s not just about silly dances anymore. TikTok has evolved into a serious platform for advertising, brand building, and connecting with customers in a way that feels authentic and engaging.

Think about it: short, snappy videos that grab attention in seconds. It’s perfect for our increasingly short attention spans. Plus, the algorithm is pretty good at getting your content in front of the right people. Here’s why you should be paying attention:

• Huge Reach: We’re talking billions of users worldwide. That’s a lot of potential customers.
• Engaging Format: Short-form video is king, and TikTok does it best. It’s easy to consume and share.
• Creative Opportunities: The platform encourages creativity and experimentation. You can really let your brand’s personality shine.

It’s also worth noting that TikTok’s ad platform is becoming increasingly sophisticated. You can target your ads with incredible precision, making sure you’re reaching the people who are most likely to be interested in your products or services. Searches for "TikTok ads" have exploded, showing just how much interest there is in marketing on TikTok. It’s definitely something to consider as part of your overall marketing strategy.

Social media is still a massive deal, no surprises there. But the way we use different platforms, and what we expect from them, keeps changing. It’s not enough to just be on every platform; you’ve got to be smart about how you’re using them. Let’s have a look.

Video content is king, and it’s not slowing down. Platforms like TikTok and Instagram Reels are still massively popular. Short, engaging videos are where it’s at. But don’t forget about the more established players like YouTube either.

It’s important to remember that each platform has its own unique audience and culture. What works on TikTok might not work on LinkedIn, and vice versa. Tailoring your content to each platform is key.

Here’s a quick look at some key stats:

• Instagram has over 2 billion active users. A huge chunk of those users follow brands and companies. That’s a massive opportunity for businesses.
• YouTube sees over 500 hours of content uploaded every minute. That’s a lot of noise to cut through, so your content needs to be top-notch.
• Video is used by 91% of businesses as a marketing tool. If you’re not using video, you’re missing out.

It’s also worth keeping an eye on emerging platforms and trends. The social media landscape is constantly evolving, so staying ahead of the curve is crucial. Don’t be afraid to experiment and try new things. You never know what might take off. For example, the rise of personalised commerce is something to keep an eye on.

Chatbots are becoming more and more common, and it’s easy to see why. They offer a way to automate customer service, provide instant support, and even drive sales. In 2026, expect to see even tighter integrations between chatbots and various apps, making them an even more powerful marketing tool.

The rise in popularity of chatbots is undeniable, with search volumes increasing significantly over the past few years.

Think about it: a customer can be browsing your website, jump over to WhatsApp to ask a quick question, and then be directed back to your site to complete a purchase – all through a seamless chatbot experience. This kind of integration is what will set successful businesses apart.

Chatbots aren’t just about answering simple questions anymore. They’re about creating a cohesive and personalised customer journey across multiple platforms. Businesses that can master this will see a significant return on investment.

Here are a few ways chatbot app integrations will be used:

• E-commerce: Imagine a chatbot that can track orders, provide shipping updates, and even suggest related products based on past purchases. This level of integration enhances the shopping experience and encourages repeat business. Consider using AI chatbots to improve the customer experience.
• Customer Support: Chatbots can be integrated with CRM systems to provide agents with a complete view of the customer’s history, allowing for faster and more effective support. This means happier customers and more efficient support teams.
• Marketing Automation: Chatbots can be used to qualify leads, segment audiences, and even deliver personalised marketing messages based on user behaviour. This level of automation can significantly improve the effectiveness of marketing campaigns. You can also use chatbots to engage with their target audiences.

Facebook Messenger is still a big player in the chatbot world. There are loads of active chatbots on Messenger, and billions of messages are exchanged between businesses and customers every month. Businesses are using Facebook Messenger chatbot to drive leads and conversions.

Here’s a quick look at how chatbot usage is expected to grow:

As you can see, the growth is pretty impressive. If you’re not already thinking about how to integrate chatbots into your marketing strategy, now is the time to start.

Traditional advertising is losing some of its shine. People are increasingly sceptical of what companies say about themselves. That’s where digital word-of-mouth comes in. It’s all about getting your customers to do the talking for you. Think about it: you’re way more likely to trust a recommendation from a friend or family member than an ad you see online. This is a key area in emerging marketing technologies.

Digital word-of-mouth is about creating experiences that people want to share. It’s about building a community around your brand and letting your customers become your advocates. It’s not always easy, but the payoff can be huge.

Word-of-mouth marketing isn’t just a nice-to-have; it’s becoming a necessity. People trust people, and in a world saturated with ads, genuine recommendations cut through the noise.

Here are some ways to boost your digital word-of-mouth:

• Encourage reviews: Make it easy for customers to leave reviews on sites like Google, Yelp, and Trustpilot.
• Run contests and giveaways: Get people talking about your brand by offering incentives to share their experiences.
• Engage on social media: Respond to comments and messages, and create content that sparks conversation. User-generated content is a big part of future advertising trends.

In a world increasingly saturated with AI-generated content and perfectly curated online personas, authenticity is becoming a major differentiator. People are craving genuine connections and real experiences. Brands that can demonstrate transparency and honesty will build stronger relationships with their audience.

It’s no longer enough to simply say you’re authentic; you need to show it. This means being open about your values, admitting mistakes, and engaging in honest conversations with your customers. Think about it: we’re all tired of the same old polished marketing spiel. We want to see the real people behind the brand.

Here are some ways to embrace authenticity in your marketing:

• Share behind-the-scenes content. Give your audience a glimpse into your company culture and the people who make your brand tick. This could be anything from a day-in-the-life vlog to a tour of your office. Showcasing the real people behind the brand can build stronger customer relationships.
• Be transparent about your processes. If you’re using AI, don’t hide it. Explain how it works and why you’re using it. Honesty is always the best policy. Consumers are increasingly savvy, and they can spot inauthenticity a mile away.
• Engage in real conversations. Don’t just broadcast your message; listen to what your audience has to say. Respond to comments and questions, and be open to feedback. This shows that you value their opinions and are willing to learn and grow. Consider how real-time insights can help you tailor your approach.

Authenticity isn’t just a trend; it’s a fundamental shift in how people want to interact with brands. Embrace it, and you’ll build a loyal following that trusts and believes in you.

Right, let’s talk about personalization. It’s not just about sticking someone’s name at the top of an email anymore. People expect more, and frankly, they deserve it. We’re talking about tailoring the entire experience to the individual, and in 2026, it’s make or break.

Personalization is about making each customer feel like you get them. It’s about anticipating their needs and showing them that you value their business. If you don’t, someone else will.

Think about Netflix. They’re constantly tweaking their algorithms to suggest shows you might like. And guess what? It works! A huge chunk of their viewing comes from their recommendations. That’s the power of personalization in action. It’s not just a nice-to-have; it’s a business driver. Brands are increasingly using facial recognition to enhance the customer journey.

It’s about using data smartly, ethically, and creatively to build stronger relationships with your customers. It’s not about being creepy; it’s about being helpful.

Here’s a quick look at how personalization can impact your ROI:

Here are some ways to get started:

• Collect data ethically and transparently.
• Segment your audience based on behaviour and preferences.
• Use AI to automate and scale your personalization efforts.
• Test, test, test! See what works and what doesn’t.

It’s not just a buzzword; it’s a business imperative. Consumers are increasingly aware and vocal about the brands they support, and diversity plays a massive role in their decision-making. Ignoring this trend could mean missing out on a huge chunk of the market.

Inclusive advertising and marketing is especially important.

Consumers, especially younger generations, are more likely to trust brands that represent diversity in their marketing efforts. However, many feel that current advertising doesn’t accurately reflect the diversity of the population. There’s a clear disconnect, and brands that bridge this gap will gain a significant advantage.

Brands need to actively work towards inclusivity, not just pay lip service to it. This means researching your target audience, using inclusive language, and featuring diverse imagery in your campaigns. It also means partnering with minority-owned businesses and creators to ensure authentic representation.

Here are some ways to improve diversity in your marketing:

• Conduct thorough audience research to understand the demographics and cultural nuances of your target market.
• Use inclusive language that resonates with a diverse audience and avoids stereotypes.
• Feature diverse imagery that accurately represents the population.
• Partner with minority-owned businesses and creators to ensure authentic representation.

According to a recent survey, a significant percentage of consumers believe that diversity in advertising is important. Brands with high diversity scores also see a higher consumer preference. It’s not just about doing the right thing; it’s about making smart business decisions. For example, Irish businesses can use marketing statistics to better understand their audience.

Having a mix of different people and ideas is super important for any group to do well. It helps everyone learn new things and come up with better solutions. To see how we put this into practice, pop over to our website and have a look around.

So, there you have it. The marketing world in 2026 is going to be a bit of a wild ride, isn’t it? Things are changing super fast, with new tech popping up all the time and people expecting different stuff from brands. It’s not about just shouting your message anymore; it’s about being real, being smart with data, and making sure you’re actually talking to people, not just at them. If you can get that balance right, you’ll be in a good spot. Keep an eye on these trends, try new things, and don’t be afraid to switch it up if something isn’t working. That’s how you stay ahead, really.

Imagine smart computer programmes that can create new things, like writing stories, making pictures, or even composing music. That’s Generative AI! In marketing, it means these programmes can help make adverts, social media posts, or website content much faster and sometimes even better than humans can alone. It’s a big game-changer for how companies talk to their customers.

Voice search is when you speak to your phone or smart speaker (like Alexa or Google Home) to find things online instead of typing. For marketing, it means companies need to make sure their websites and information are set up so that these voice assistants can easily find and read out the answers people are looking for. It’s about making sure your business pops up when someone asks a question out loud.

Interactive content is anything online that lets you join in, not just read or watch. Think quizzes, polls, calculators, or games on a website. These things make people feel more involved and help them remember a brand better. It’s like having a chat with a company instead of just listening to them talk.

Video content is simply using videos to tell your brand’s story or show off your products. This could be short clips on social media, longer ‘how-to’ guides, or even live streams. People love watching videos, so it’s a super effective way for businesses to get their message across and connect with their audience.

Influencer marketing is when companies work with popular people online (influencers) who have lots of followers. These influencers then show off the company’s products or services to their fans. It’s like getting a trusted friend to recommend something, which often works better than a traditional advert.

TikTok is a social media app where people share short videos. For businesses, it’s a huge place to reach young people and show off their brand in a fun, creative way. Many companies use TikTok to make viral challenges or show behind-the-scenes glimpses of their work, making them seem more real and relatable.

Social media platforms are websites and apps like Facebook, Instagram, and X (formerly Twitter) where people connect and share. Businesses use them to chat with customers, share news, run adverts, and build a community around their brand. They’re essential for reaching a wide audience and keeping up with what people are saying.

Chatbot app integrations mean that those helpful computer programmes that chat with you online (chatbots) are now built into more and more apps. So, if you’re using a shopping app, a chatbot might pop up to answer your questions straight away. This makes customer service super quick and easy, helping businesses keep their customers happy.

Digital word-of-mouth is like the modern version of friends telling friends about a good product or service. Instead of talking, people share their experiences online through reviews, social media posts, or comments. It’s incredibly powerful because people trust what other customers say more than what a company says about itself.

Authenticity in marketing means being real, honest, and transparent as a brand. It’s about showing who you truly are, admitting mistakes, and connecting with customers on a genuine level. People are tired of fake adverts, so brands that are authentic build more trust and loyalty.

Personalisation means making marketing messages and experiences special for each person. Instead of sending the same email to everyone, a personalised approach might use your name, suggest products you’ve looked at before, or offer deals based on your past purchases. It makes customers feel seen and valued, like the brand really understands them.

Diversity in marketing means showing and celebrating all sorts of people in your adverts and content – different races, genders, ages, abilities, and backgrounds. It’s about making sure everyone feels included and represented. This not only helps brands connect with a wider range of customers but also shows they care about fairness and equality.