Marketing is changing at a rapid pace, and it is becoming more important for companies to keep up with the times. The trends emerging in 2025 tell us which way consumer behaviour and technologies are taking the marketing field. By following and capitalizing on these trends, you can ensure that your own brand remains on the crest of the wave even in 2026.
Consumers increasingly expect customized experiences. Personalization is no longer a nice creation of added value, but a basic assumption. Different generations also have different needs: older target groups value reliability and long-term customer relationships, while the younger generation wants innovative, trendy and socially responsible brands.
Companies that leverage data to understand customer segments win, as they build deeper relationships. Hyperpersonalized customer paths, AI-powered product recommendations, and technologies such as augmented reality (AR) are examples of how to take the customer experience to the next level.
Studies show that up to 80% of consumers are more likely to buy if they are offered a personalized shopping experience (Epsilon, 2022). In 2026, this development will deepen further: companies will need to be able to connect data and technology in a way that makes every encounter and click meaningful.
In 2025, AI should be part of every marketer's daily life. It can be found on social media platforms, CRM systems, and search engines. Marketers use AI for customer segmentation, building personalized product recommendations, price optimization, content production, and sentiment analysis.
We are no longer talking about whether AI should be exploited, but about how to do it ethically and effectively. In 2026, AI will enable even more comprehensive automation: email campaigns will be optimised per user, visual search and voice-guided commerce will become more common, and advertising will adapt in real time based on user activity. The competitiveness of companies may depend on how skillfully and responsibly they incorporate AI into their processes.
Short videos have been the undisputed king of 2025. TikTok, Instagram Reels and YouTube Shorts have established themselves as the best channels for attracting the attention of the public. According to research conducted by HubSpot, some marketers believe that short videos have the highest ROI of all content formats.
At the same time, long video content is not disappearing either. Gen Z watches long videos even more avidly than older generations, and streaming offers brands a way to build a sense of community and interact with their audience in real time.
2026 will see even more diverse video content. Short, easy-to-digest clips attract new followers, while high-quality long content builds trust and deepens customer relationships. For companies, this means the need to combine both of these - a quick hook and a more comprehensive story - into a coherent video content strategy.
For more than a decade, getting to Google's number one page was a dream for companies. In 2026, the situation will change: people will increasingly search for information using artificial intelligence tools such as ChatGPT, Siri or Gemini. The AI does not list links, but provides a direct answer from reliable sources.
This means that SEO and backlinks alone are no longer enough. The company must build confidence producing high-quality, timely and relevant content that AI can leverage. It is worth using technical solutions such as schema markup so that the AI understands the context and meaning of the content correctly.
Privacy policy and regulations guide towards cookie-free marketing. Companies are moving even more strongly to first-party and zero-party data, which is collected directly with the consent of users. This improves privacy protection, increases the transparency of the customer experience and increases trust in the brand.
In a cookie-free world, customer surveys, newsletter subscriptions and direct customer feedback are valuable things. Companies that are able to provide clear added value in exchange for sharing data will fare best.
With the rise of artificial intelligence, people rely more and more on people, especially acquaintances and employees. While influencer marketing continues to hold its place, employee-generated organic content will also emerge as a strong force.
Simple content, such as behind the scenes photos and videos, a LinkedIn post about team success, or a story about why an employee thrives on a brand, build credibility and authenticity. This not only increases external confidence, but also improves the spirit and commitment of the working community.
In 2026, marketing will be even more diverse and customer-oriented. Companies need to master AI tools, build customer relationships in a cookie-free world, and leverage their own staff as brand ambassadors.
Those who succeed in combining technology, data and humanity stand out from their competitors and build long-term value for both customers and employees.
💡 Wannado helps companies stay on track with the times — whether it's digital marketing, social management, design, growth sparring or customer service. Our experts ensure that trends turn into concrete actions and results.
👉 Do you want to know how we can help your company? Contact us and let's make marketing your competitive advantage.
HubSpot. Marketing Statistics Every Team Needs to Grow in 2025. Available: HubSpot's 2025 Marketing Statistics/State of Marketing Report hubspot.com
Epsilon. Better to Be Loved Than Needed When Driving Consumer Engagement. The Epsilon Study.
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