As we look ahead to 2026, we’ve collated some of the top digital marketing trends we’re anticipating companies will be prioritising as part of their marketing campaigns.

For better or for worse, AI is continuing to grow and be utilised by brands for increased personalisation and innovation. Nostalgia and short-term reward campaigns are being well-received by audiences due to the ever-changing and unstable economic climate. There is also a greater push for social media to be not only a marketing tool but a core facet of your strategy. Lastly, sustainability and social consciousness is only going to become more prioritised by consumers in 2026.

2026 digital marketing
We’ve highlighted the top digital marketing trends for 2026 marketing campaigns

AI Marketing

AI Integrations are being utilised by many companies these days for customer support, predictive analytics, creative assets and more. Brands value the affordable and instant results that genAI tools can offer, but they produce mixed responses from consumers. For example, Coca-Cola’s AI-generated Christmas advert received strong backlash and has since been pulled.

While companies are keen to jump on the bandwagon with AI advancements, they may end up pushing away loyal customers who value authenticity and the human influence in marketing campaigns.

Nostalgic Content

There has been a recent uptick in ads and marketing campaigns which reminisce on iconic adverts or trends from the past. In a constantly advancing world, these ads call back to “simpler times” and use nostalgia to encourage customers to buy.

Brands interested in jumping on this trend should consider utilising past branding or digging up advertising from the archives to show how your business has grown over the years. Alternatively, focus ad campaigns on iconic pop culture moments to get people talking and reminiscing.

Consumer Behaviour

Given the instability of the living crisis, recently consumer behaviour has shifted from long-term investments to short-term indulgences. When large or consistent payments cannot be afforded, money is spent instead on immediate personal wellbeing.

As a result, businesses may benefit from rewarding customers little and often, instead of relying on brand loyalty over a long period of time. Social media and short-form video content can be a great tool to encourage small, impulsive purchases from customers.

Sustainability

More than ever, people are turning to companies with strong ethical values who prioritise sustainability, treat their workers well, and support good causes. Consumers in 2026 are quick to boycott brands who do not align with their personal values.

In your ad campaigns, demonstrate how your company is giving back to the community and stands out from your competitors with social awareness and environmental concerns.

At GIANT, we’re staying ahead of the curve on the latest marketing trends. For more information, call 01604 250900 or email info@gogiant.co.uk.