Key Marketing Trends for 2026

2025 is slowly coming to an end, and all eyes are now on the coming year. A lot has changed in marketing, and even more evolution is coming. Consumer behavior is changing. People want content that feels real, fast, and personal. And in 2026, the focus will shift even more to real connections, better content strategies, and smart use of data. 

As customers are looking for personalization, they also want faster, simpler ways to make transactions online. Whether you’re in retail, e-commerce, or even online gambling, smooth payment options are now in high demand. It’s why payment options like GCash are gaining traction in many sectors in countries like the Philippines.

As betting expert Evelyn Balyton emphasizes, convenience is now one of the key factors players consider before choosing a sportsbook in the Philippines. A major part of convenience is payment methods, and one channel ensuring this in the Philippines is GCash. While many operators offer it, players should check reviews to find the best betting site with GCash before signing up.

This article breaks down the top marketing trends for next year. If you want a higher return on investment and better use of your budget, these are the trends to watch.

5 Trends Pushing Marketing Transformation in the Era of New Technologies

Over the past few years, marketing has seen massive changes. A big part of this shift is because of how people now use the internet. Most people browse, shop and watch videos on their phones. They want quick, useful content, and they expect brands to speak directly to them.

The world is also dealing with bigger changes like new data privacy laws and a younger audience that sees the world differently. These global factors are shaping the future of digital marketing. If you’re a marketing professional, here are 5 trends shaping marketing as we approach the coming year. 

1. Artificial Intelligence and Content Personalization

AI marketing is changing everything. Now, marketers use AI tools to know what their audience needs, when they need it, and how they want it. 

A recent McKinsey report showed that 71% of consumers expect brands to give them personalized experiences. Even more telling, 76% feel frustrated when that doesn’t happen. This just means that personalization is now tied directly to performance. 

So what does this mean for you?

• Personalized experiences will drive higher conversion and better ROI for your marketing campaigns.
  
• Small marketing teams can use generative AI tools to automate emails, segment audiences, and create better content.
  
• Using first-party data smartly matters more than ever. You’ll want to collect and analyze data you own rather than rely on third‑party cookies.

2. The Growing Influence of Video Formats and Short Content

People don’t sit down for long videos anymore. By 2026, video is expected to account for more than 80% of all internet traffic. 

And short-form video? It’s dominating. For you as a marketer, this means your content creation and marketing must evolve. Platforms like TikTok, Instagram Reels, and YouTube Shorts are becoming the main tools for higher engagement. With short videos, you can grab attention, build brand voice, show personality, and drive conversion quicker.

Also, video mixes with influencer marketing and social media platforms beautifully. Influencers posting short clips, live streams, and micro‑videos; these formats work like magic for younger audiences like Generation Z. When you pair high-quality video content with a smart marketing strategy, you’ll have a stronger brand presence.

3. Voice Search and Next‑Generation SEO

The world of search engines is now shaped by voice, smart assistants, and AI. In fact, around 27% of the global online population uses voice search on mobile devices. For the modern marketer, your SEO strategy must adapt. Your content needs to match a conversational tone, answer questions, load fast, and work well on mobile.

Because voice queries are longer and more natural, you’ll need to rethink keyword research and make sure your content strategies include long‑tail phrases and full sentences. Also, with AI agents and voice assistants taking the lead, things like first-party data collection, schema markup, and structured content become super important. 

If your marketing efforts don’t include voice search optimization, you won’t show up for big chunks of your target audience. Make sure your website, content, and owned media are ready for how people actually speak.

4. Sustainable Marketing and Eco‑Friendly Brand Reputation

As we edge into the next year, brands with strong eco‑friendly values and real sustainability efforts will stand out in the crowded digital marketing space. According to FirstInsight, 62% of Gen Z consumers say they prefer to buy from brands that show commitment to sustainability. Also, a strong 73% of consumers believe brands should take action now for society and the planet.

Marketers will need to build trust. Use data to show real proof of your values, embed sustainability and ESG factors into your content strategies, and treat your marketing campaigns as part of a bigger purpose. 

Going forward, you can’t ignore eco-friendly brand reputation and sustainable marketing. Consumers will choose brands that match their values and that act accordingly. 

Deepak Bansal, Director of Digital Marketing at Atihsi LLC, speaking on what brands stand to gain with sustainability said, “Brands that prioritize transparency by showing how they reduce waste, lower emissions or use sustainable materials can build strong emotional connections with eco-conscious consumers.”

Your marketing channels, social media marketing, and even online presence will need to reflect that authenticity.

5. Financial Technologies and the Integration of Digital Payments into Marketing

The rise of fintech implies that your marketing efforts are no longer just about messages and content. They’re about seamless digital experiences, frictionless checkout, and smart integration between payment tech and your brand’s story.

The global digital payments market is expected to grow massively, from $119.4 billion in 2024 to around $578.3 billion by 2033, according to one estimate. Also, embedded finance (payments built into apps and platforms) was expected to become a $7.2 trillion industry by 2025. 

In the coming year, your marketing platforms will need to be plugged into payment systems. For instance, as much as your content marketing pushes users to engage, it should allow them to transact quickly. 

Oana Ifrim, Lead Editor of Embedded Finance at The Paypers, has also advised the same. In his words, “In this rapidly changing financial world, embracing embedded finance is not just a trend; it’s a strategic necessity for businesses seeking to thrive in the digital era.”

Conclusion: Flexibility and Analytics as the Basis for Success in 2026

As we head into the year, the key to success lies in being flexible and making smart use of analytics. The marketing landscape will not be the same. For you and your marketing team, this means two things: adapt quickly, and depend on data more than ever. When you build digital marketing strategies that are ready to change direction, you’ll stay ahead of the curve. 

And when you ground that strategy in reliable marketing analytics, you’ll know which marketing tactics drive real ROI and conversion, not just likes or views.

The article was provided by Evelyn Balyton