Okay, we’ve learned lots in 2025 – so what’s on your list for your marketing strategy this year?
We’ll consulted the big bad world of the Internet (rhymes with Dougal)
And this is what a selection of companies predict we should be concentrating on, in the marketing world, this year:
We’re going to hear a lot about AI-driven personalisation (IBM explains it here), utilising first-party data, creating immersive/interactive content (shoppable video, AR/VR – explained by Firework here), building authentic connections through storytelling and empathy, owning data via loyalty programs, and proving ROI with smarter, attention-based measurement, all while staying agile and human-centric.
We’ve broken this down…
Human-centric and authentic:
Empathy and storytelling: To connect emotionally with audiences , use relatable stories, behind-the-scenes content, and addressing their real challenges.
Cultural moments: Create campaigns that feel like part of the culture, not just ads, using humour and unexpected formats.
Micro-influencers: Change is here, and it’s time to shift focus from big celebrities to trusted micro-influencers for authentic endorsements. They are more relatable.
AI and data-driven:
Hyper-personalisation: Personal is best and good to connect with users – and easy to use AI for tailored content, emails, and app experiences.
AI automation: Time to use AI for campaign optimisation, content generation (with human oversight), and privacy-first measurement.
Generative Engine Optimisation (GEO): Try and adapt to search engine algorithms that prioritise AI-generated content.
Immersive and visual experiences:
Performance video: Transfer your content to focus on short, engaging video content for social platforms.
AR/VR: Utilise augmented and virtual reality for interactive, immersive brand experiences.
Visuals: Make a move towards natural, muted, and expressive colour palettes that show your company’s (and staff’s) personality and values, to convey authenticity.
Channel and data strategy:
Trust Networks: Build interconnected assets (interviews, insights) to boost credibility in an AI-heavy world.
Privacy-First: Implement robust data collection and measurement frameworks that respect user privacy.
Agile Channel Mix: Continuously reassess channel performance (social, search, email, programmatic) quarterly, using AI for insights.
What does ‘Dougal’, and the top marketing voices suggest for marketing steps in 2026?
Experiment: Be willing to test new channels and formats, integrating AI for insights.
Be a ‘DJ’ of content: Mix, match, and curate content across platforms, staying relevant with pop culture.
Focus on first-party data: Tie social, search, and influencer efforts to your own customer data.
Create, don’t just preach: Make marketing interactive and fun, not just promotional.
What are your plans for this year? Get your tickets for marketingSHOWCASE, where leaders in their field will be sharing their secrets… Click here to find out more:
