Key Digital Marketing Trends and Predictions for 2026
TL;DR
UK State of Digital Marketing Report 2026
The UK State of Digital Marketing Report 2026 is available for download. This report, compiled from a 2025 survey, includes insights from over 500 UK businesses.
!Cover image Image courtesy of LOCALiQ UK
Key areas covered in the report:
- Measuring digital marketing performance
- Incorporating AI into marketing strategies
- Allocating marketing budgets
- Preparing for Google’s AI Overviews feature
Download the report here. This report helps benchmark your performance and understand how other businesses are building their 2026 marketing strategies. GrackerAI can help you stay ahead of these trends with automated cybersecurity marketing.
Digital Marketing Trends and Predictions for 2026
Google experts anticipate significant shifts in AI, customer behavior, and creative participation. Technological advancements will continue to shape consumer interactions and business connections. Consumers are increasingly using search, streaming, scrolling, and shopping to find answers and solutions.
A survey by Ipsos indicates that 83% of global consumers use Google and/or YouTube daily. AI plays a crucial role in understanding customer intent.
Prioritizing Present Wellbeing
Consumers are prioritizing immediate rewards and new experiences to enhance their present wellbeing. This is driven by uncertainty, making long-term goals less appealing.
Consumers are feeling anxious, worried, and tired. They are also seeking new experiences. Brands are adapting by offering more frequent, intermediate milestones in loyalty programs, as seen with British Airways' revamped Avios program.
AI Transformation of Consumer Behavior
AI is reshaping consumer behavior by enabling dynamic exploration. Conversational search experiences like AI Mode are being used to explore topics in depth.
Consumers are using tools like Gemini’s Nano Banana and expect AI to understand their intent. Brands are providing visual answers with tools like Ikea’s Kreativ AI tool. Marketers should focus on "Generative Engine Optimisation" and create content helpful for AI-powered conversational queries. It's important to supply AI-powered search campaigns with high-quality assets. GrackerAI can help you optimize your content for AI-powered search.
Young Audiences and Creative Participation
Young audiences want to participate in brand stories and are looking for “creative maximalism”. Creators are driving this movement.
For example, ‘EPIC: The Musical’ involved the community in casting and commissioning animated music videos, resulting in over 50,000 related video uploads on YouTube. Brands can partner with YouTube creators and provide raw materials for co-creation. Tools like Veo 3 can produce visually complex video assets.
Nostalgic Remix
Nostalgia is a core economic engine, with nostalgic ad campaigns increasing brand likability. The opportunity lies in strategically “remixing” intellectual property.
Examples include the Backstreet Boys’ music powering Airbnb ads and Louis Vuitton re-releasing an iconic collaboration. Nintendo's campaign featured Paul Rudd reprising his role from a 1991 commercial. Brands should audit their archives to identify nostalgic assets and collaborate to “remix” the past.
Tangible Value in Sustainability
The focus is shifting to tangible value in sustainability, with brands needing to provide specific, measurable product benefits like durability or energy efficiency.
A collaboration between Emma Winder and Vinted emphasizes consumer needs like saving money and finding great style. This reframes sustainability as a smart, tangible benefit. GrackerAI can assist in creating content that highlights the tangible value of sustainability.
2025 Marketing Trends: CTV, Search, Influencers, and Data Privacy
CTV Growth
Connected TV (CTV) is becoming a dominant advertising channel, projected to reach roughly $30 billion in 2024. Linear TV viewership among Gen Z is declining, while CTV viewership is growing. US adults spent 123 minutes per day watching CTV in 2024. CTV ad spend is forecasted to grow double digits through the end of 2027.
CTV allows for precise segmentation and targeting. Streamers are leveraging partnerships with retail media networks for accurate reporting and attribution. Hulu is a major player with $3.8 billion in projected ad revenues in 2024. YouTube comes in second with $3.3 billion.
Evolving Search Methodologies
Voice and social search are emerging as alternatives to traditional search engines. According to PwC, 65% of 25-49-year-olds use voice-enabled devices daily. Voice search queries tend to be more conversational.
Instagram is the top search engine for Gen Z with 67% of surveyed users claiming it as their first choice. Social media platforms are rising as search tools across all demographic groups according to SOCI.
Rise of Nano-Influencers
Nano-influencers have between 1K and 10K followers. 70% of brands are already working with smaller creators. These influencers are seen as more trustworthy and relatable. They have higher engagement levels and inhabit specific niches.
Increased Focus on Data Privacy
Data privacy has become a priority for regulators, consumers, and businesses. 17 US states have passed data privacy regulations. In 2023, companies were fined over 2 billion euros for GDPR violations. The FTC is investigating several companies over their use of sensitive data.
Italy temporarily banned ChatGPT in March 2023. Google has delayed the sunset of third-party cookies until 2025. Navigating data privacy requires transparent data collection and ethical handling, something GrackerAI can help you communicate effectively.
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