{"id":4248,"date":"2026-04-08T11:23:58","date_gmt":"2026-04-08T09:23:58","guid":{"rendered":"https:\/\/streambox.be\/state-of-marketing-2026-data-from-1500-global-marketers\/"},"modified":"2026-08-10T19:03:32","modified_gmt":"2026-08-10T17:03:32","slug":"digital-marketing-trends-2026","status":"publish","type":"post","link":"https:\/\/streambox.be\/en\/digital-marketing-trends-2026\/","title":{"rendered":"State of Marketing 2026: Data from 1,500+ Marketers Worldwide"},"content":{"rendered":"\n<p>\n  Discover the trends, winning opportunities, and challenges brands will face this year\n, based on data from more than 1,700 B2B and B2C marketers worldwide.\n  <\/p>\n\n  <p>\n  We surveyed more than 1,500 marketers from various industries, regions, and company sizes\n to find out what\u2019s working, what\u2019s changed, and what keeps them up at night.\n The <em>HubSpot State of Marketing<\/em> report is an in-depth analysis of the top\n marketing trends, challenges, and opportunities in 2026.\n  <\/p>\n\n  <p>\n  Marketing is undergoing its biggest disruption in 20 years. AI is fundamentally transforming\n the way companies find and engage their customers. This report explores the role\n of AI in marketing, its key use cases, and the ways brands can\n personalize their content at scale.  \n  <\/p>\n\n  <nav aria-label=\"Sommaire\">\n    <h2>Table of Contents<\/h2>\n    <ul>\n      <li><a href=\"#tldr\">In short: The core channels remain essential, but the approach has changed<\/a><\/li>\n      <li><a href=\"#tendances\">Major Trends in Digital Marketing in 2026<\/a><\/li>\n      <li><a href=\"#faq\">FAQ on Digital Marketing Trends<\/a><\/li>\n    <\/ul>\n  <\/nav>\n\n  <section id=\"tldr\">\n\n    <h2>In short: The core channels remain essential, but the approach has changed<\/h2>\n\n    <p>\n  The 2026 report reveals that core marketing channels\u2014social media, email,\n, websites, and blog content\u2014are more important than ever, but the rules have changed.\n Brands must create more personalized content tailored to each channel to\n stand out. They must also optimize their content for AI-powered search. \n    <\/p>\n\n    <p>\n  Marketers have made tremendous strides in adopting AI, personalization\n, and short-form video. Confidence is on the rise, but professionals still\n face challenges related to burnout, demonstrating ROI, and keeping up with changes\n to platforms. \n    <\/p>\n\n    <p>The key marketing trends identified this year are:<\/p>\n    <ol>\n      <li>Using AI to Create Personalized Content (48.57%)<\/li>\n      <li>Leveraging Automation (47.38%)<\/li>\n      <li>Create content that reflects the brand&#8217;s values (46.84%)<\/li>\n      <li>Update <a href=\"https:\/\/streambox.be\/en\/seo-podcast-how-to-rank-higher-on-apple-podcast\/\" title=\"SEO Optimization \u2014 StreamBox\">SEO<\/a> in line with changes in search (40.60%)<\/li>\n      <li>Reusing content across multiple channels (35.08%)<\/li>\n    <\/ol>\n\n  <\/section>\n\n  <section id=\"tendances\">\n\n    <h2>Major Trends in Digital Marketing in 2026<\/h2>\n\n    <h3>1. Brands Are Tailoring Their Content for AI-Powered Search<\/h3>\n\n    <p>\n  While 2025 was a year of panic over the impact of AI research on SEO, 2026\n is a year of action. Updating SEO strategies in line with changes in search\n is one of the major trends discussed this year (cited by 40.6% of\n marketers). \n    <\/p>\n\n    <p>\n  Half of all consumers now use search engines powered by\n by AI by 2026, and half of Google searches will include an AI preview. Brands\n better understand what allows content to rank in search engine results\n ( <em>answer engines<\/em> ), and they adjust their content strategy accordingly.\n 70.2% of marketers believe they are able to adapt their strategy to changes.\n organic research. \n    <\/p>\n\n    <p>\n  Their survey shows that websites, blogs, and SEO remain the most\n popular and impactful channels in 2026, particularly for B2B companies. Consumer\n will have progressed further along the buyer\u2019s journey before visiting your site, but\n they\u2019ll do so with a stronger intent. To maximize your visibility, discover our approach\n to <a href=\"https:\/\/streambox.be\/en\/seo-podcast-how-to-rank-higher-on-apple-podcast\/\" title=\"SEO Podcast \u2014 StreamBox\">content SEO<\/a>\n and our services for\n <a href=\"https:\/\/streambox.be\/en\/social-media-agency-brussels-content-creation-community-management\/\" title=\"Brussels Social Media Agency \u2014 StreamBox\">     digital content creation<\/a>.  \n    <\/p>\n\n    <h3>2. Marketers&#8217; confidence and their ability to adapt to AI are on the rise<\/h3>\n\n    <p>Here&#8217;s what the data reveals:<\/p>\n    <ul>\n      <li>68.2% of marketers say they understand how to use AI in marketing, compared with 47% in 2025.<\/li>\n      <li>67.5% know how to measure the impact of AI, compared with 48% in 2025.<\/li>\n      <li>78% say they are able to keep up with new cultural trends.<\/li>\n      <li>69.2% say they effectively use customer data to create personalized experiences.<\/li>\n      <li>68.8% feel confident about keeping up with new social media platforms and their features.<\/li>\n      <li>68.4% believe they can pivot their marketing strategy in response to major events.<\/li>\n    <\/ul>\n\n    <blockquote>\n      <p>\n  &#8220;AI is a disruptive technology. And whenever there&#8217;s a disruptive technology,\n it creates enormous opportunities for experimentation.&#8221; \n      <\/p>\n      <cite>\u2014 Johann Wrede, CMO of UserTesting<\/cite>\n    <\/blockquote>\n\n    <h3>3. AI-Driven Personalization Drives Growth<\/h3>\n\n    <p>\n  The number one trend for marketers in 2026 is the use of AI to create\n personalized content. Nearly half of the marketers surveyed are currently exploring\n this approach. 93.2% of them say that personalized or segmented experiences\n have led to more leads and purchases.  \n    <\/p>\n\n    <p>\n  The challenge of creating personalized content has always been resources and scale,\n but AI is a game-changer. However, only 65% of marketers say they have\n high-quality audience data, and only 12.6% of brands use hyper-personalization\n (such as behavior-based messages or product recommendations). \n    <\/p>\n\n    <blockquote>\n      <p>\n  &#8220;Consumers are looking for content that resonates with them.&#8221;\n      <\/p>\n      <cite>\u2014 Susan Ganeshan, CMO of Emplifi<\/cite>\n    <\/blockquote>\n\n    <h3>4. The volume and quality of leads are on the rise<\/h3>\n\n    <p>\n  Good news: Generating high-quality leads is getting easier. While 30% of marketing\n still cite lead generation as a major challenge, 55.7% believe\n that it is easier to generate leads today than it was ten years ago. \n    <\/p>\n\n    <p>\n  Over the past 12 months, 24.5% have seen a significant increase in their lead volume\n, and 50% have seen a moderate increase. Quality is also on the rise:\n 93.8% of marketers say the quality of their leads has improved over\n the past year. \n    <\/p>\n\n    <h3>5. Marketers use AI for content creation, ad optimization, and much more<\/h3>\n\n    <p>\n  AI saturation is here: 86.4% of marketing teams report using AI in at lea\n s of their operations. Only 1.7% do not use AI and do not plan to do so. \n  Here are the most common uses:\n    <\/p>\n    <ul>\n      <li>Content creation (42.5% for heavy use; 38% for occasional use)<\/li>\n      <li>Media Production (37.2% \/ 37.7%)<\/li>\n      <li>Advertising Automation and Optimization (34.1% \/ 36.5%)<\/li>\n      <li>Automation of administrative tasks (35.6% \/ 40.5%)<\/li>\n      <li>Training and Skills Development (34.6% \/ 40.1%)<\/li>\n      <li>Brainstorming and Ideation (33.9% \/ 39.8%)<\/li>\n      <li>Strategic Planning and Forecasting (33.4% \/ 37.5%)<\/li>\n    <\/ul>\n\n    <p>\n  Key finding: 26.5% say that AI has significantly increased their productivity,\n, and 66.2% say it has increased it slightly or moderately. About one-third of teams\n save 10 to 14 hours per week thanks to AI, and another third save more than 15 hours. \n    <\/p>\n\n    <h3>6. AI has a major impact\u2014but it should not replace humans<\/h3>\n\n    <p>\n  73.4% of marketers believe that AI works in tandem with marketers, with\n assisting them in carrying out most of their tasks. Furthermore, 62.7% believe\n that more unique, human-centered content is needed to stand out from the\n AI-generated content. \n    <\/p>\n\n    <blockquote>\n      <p>\n  &#8220;The human element is the most important part of any workflow involving\n AI. True creativity requires the human mind.&#8221;\n      <\/p>\n      <cite>\u2014 Johann Wrede, CMO of UserTesting<\/cite>\n    <\/blockquote>\n\n    <blockquote>\n      <p>\n  &#8220;We need to find ways to stand out by being unique, and the only way to a\n chieve that is to focus on real words from real people.&#8221;\n      <\/p>\n      <cite>\u2014 Amy Kenly, Vice President of Marketing at The Launch Box<\/cite>\n    <\/blockquote>\n\n    <h3>7. Marketing budgets will increase modestly in 2026<\/h3>\n\n    <p>\n  79.2% of marketing teams expect at least a slight increase in their budget in 2026\n compared to 2025, and 21.2% anticipate a significant increase. Only 6%\n expect a reduction. However, budgets remain under close scrutiny: 73% report that\n their budget is being scrutinized more closely than before.  \n    <\/p>\n\n    <p>Here&#8217;s where marketers plan to increase their investments:<\/p>\n    <ul>\n      <li>AI chatbots such as ChatGPT, Perplexity, Gemini, and Claude (37.7%)<\/li>\n      <li>Paid social media (37.4%)<\/li>\n      <li>Video marketing (37.1%)<\/li>\n      <li>Content Marketing (36.9%)<\/li>\n      <li>Website \/ blog \/ SEO (35.4%)<\/li>\n    <\/ul>\n\n    <p>And where they plan to cut back on spending:<\/p>\n    <ul>\n      <li>Outdoor advertising (billboards, posters) \u2014 23.3%<\/li>\n      <li>Direct marketing (21.6%)<\/li>\n      <li>Print advertising (21.4%)<\/li>\n    <\/ul>\n\n    <h3>8. Social media reigns supreme<\/h3>\n\n    <p>\n  Social media is the cornerstone of marketing in 2026, second only to websites, blogs, and SEO\n. Organic content is used by 40.3% of brands, and paid social content\n by 39.4%. Social media dominates three of the five most impactful channels:  \n    <\/p>\n    <ul>\n      <li>Paid social content (25.9%)<\/li>\n      <li>Organic content on social media (23.5%)<\/li>\n      <li>Social shopping tools (22.7%)<\/li>\n    <\/ul>\n\n    <p>\n  If you wish to strengthen your presence on social media, discover our services.\n <a href=\"https:\/\/streambox.be\/en\/instagram-agency\/\" title=\"Instagram Agency in Brussels \u2014 StreamBox\">Instagram agency<\/a> ,\n <a href=\"https:\/\/streambox.be\/en\/facebook-agency\/\" title=\"Facebook Agency in Brussels \u2014 StreamBox\">Facebook agency<\/a>\n or a <a href=\"https:\/\/streambox.be\/en\/linkedin-agency\/\" title=\"LinkedIn Agency in Brussels \u2014 StreamBox\">LinkedIn agency<\/a>\n in Brussels.\n    <\/p>\n\n    <h3>9. Instagram Surpasses Facebook as the No. 1 Social Media Platform for Brands<\/h3>\n\n    <p>\n  For the first time, <a href=\"https:\/\/www.instagram.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a>\n has surpassed <a href=\"https:\/\/www.facebook.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a>\n as the platform most used by brands (70% versus 69.6%). Instagram\n also outperforms Facebook in terms of perceived ROI (48% vs. 42.7%). Its capabilities in short-form video\n, social commerce, influencer marketing, and visual storytelling make it a\n top choice.  \n    <\/p>\n\n    <h3>10. More brands use TikTok than X (formerly Twitter)<\/h3>\n\n    <p>\n  54.5% of brands use <a href=\"https:\/\/www.tiktok.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">TikTok<\/a>\n as a marketing platform, compared to 55.8% for X. TikTok has also surpassed X in terms of\n perceived ROI (32% vs. 31.3%). A telling statistic: nearly twice as many\n marketers plan to increase their investments in TikTok than in X by 2026. \n    <\/p>\n\n    <h3>11. Short-form video is the best investment of 2026<\/h3>\n\n    <p>\n  Visual formats dominate, but one format stands out above all others in terms of ROI:\n    <\/p>\n    <ol>\n      <li><strong>Short video (48.6%)<\/strong><\/li>\n      <li>Long-form video (28.6%)<\/li>\n      <li>Live video (25.1%)<\/li>\n      <li>User-generated content (24%)<\/li>\n      <li>Blog posts (22.3%)<\/li>\n    <\/ol>\n\n    <p>\n  This trend applies to B2C, B2B, and nonprofit sectors. AI tools make video production\n faster and more accessible. To produce professional short videos\n, our\n <a href=\"https:\/\/streambox.be\/en\/our-services-audio-video-and-remote-recording\/corporate-video-production-and-video-podcasts-in-brussels\/\" title=\"Corporate Video Production in Brussels \u2014 StreamBox\">     video production studio in Brussels<\/a>\n supports brands from start to finish.  \n    <\/p>\n\n    <h3>12. Content tailored to each channel performs better<\/h3>\n\n    <p>\n  49.4% of teams reuse the same content across all platforms, while\n 39.5% adapt the content for each platform. This adaptation\u2014whether it involves\n resizing an image or completely reworking the message\u2014is essential to\n meeting the expectations of each channel\u2019s specific audience. \n    <\/p>\n\n    <blockquote>\n      <p>\n  &#8220;Approach each channel by asking yourself: Who is the audience on this channel? What\n behavior do I want them to adopt? And how will I measure success?&#8221; \n      <\/p>\n      <cite>\u2014 Susan Ganeshan, CMO of Emplifi<\/cite>\n    <\/blockquote>\n\n    <h3>13. Influencer marketing is effective, but underutilized<\/h3>\n\n    <p>\n  Only 21.2% of brands report using influencer marketing (23.6% in B2C\n compared to 18.6% in B2B), even though its ROI is proven. Micro-influencers are the most\n profitable according to 32.4% of respondents, ahead of macro-influencers (30.2%) and\n mega-influencers (13.1%). \n    <\/p>\n\n    <p>\n  Real-world example: Tara Robertson, CMO of\n <a href=\"https:\/\/bitly.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">     Bitly<\/a>,\n, saw a 5x increase in impressions and video views, a 6x increase in engagement\n, and an 82% growth in followers thanks to a campaign featuring micro-influencers.\n    <\/p>\n\n    <h3>14. Data remains a major challenge<\/h3>\n\n    <p>\n  Obtaining clean customer data remains a challenge. The main obstacles cited are: \n    <\/p>\n    <ul>\n      <li>Adopt a data-driven marketing strategy (19.5%)<\/li>\n      <li>Sharing data within the organization (12.4%)<\/li>\n      <li>Lack of high-quality data (9.2%)<\/li>\n    <\/ul>\n\n    <p>The main sources of data available to marketers are:<\/p>\n    <ul>\n      <li><strong>First-party sources<\/strong> (web\/app analytics, CRM, transactional data)<\/li>\n      <li><strong>Third-party sources<\/strong> (data management platforms), which are increasingly restricted by privacy laws<\/li>\n      <li><strong>User Research<\/strong> (surveys, interviews, focus groups)<\/li>\n      <li><strong>Zero-party sources<\/strong> (preference centers, explicit opt-ins)<\/li>\n    <\/ul>\n\n    <h3>15. Brands Are Emphasizing Their Values<\/h3>\n\n    <p>\n  Nearly half of marketers (46.8%) are exploring how to integrate brand values\n into their communications in 2026. While 75% of marketers say their brand has a\n clear understanding of its values, only 23.9% are firmly convinced of this.\n Validation through customer surveys, engagement metrics, and A\/B testing remains\n essential. \n    <\/p>\n\n    <h3>16. Marketing teams are under pressure to prove ROI<\/h3>\n\n    <p>\n  The number one challenge for marketers in 2026 is measuring marketing ROI, cited by 33%\n of respondents. Furthermore, 37.9% believe that their senior management considers marketing\n to be less important than before. 83.5% of marketers report that they are expected to\n produce a higher volume of content using AI.  \n    <\/p>\n\n    <h3>17. Burnout is a threat to teams<\/h3>\n\n    <p>\n  70% of marketers believe that marketing has changed more over the past three\n years than it did over the previous 50 years. The numbers speak for themselves:\n 25.7% report that their workload has increased significantly over the past year\n, while 47.4% say it has increased moderately. Fewer than 5% reported a decrease.  \n    <\/p>\n\n    <h3>18. The Skills Marketing Teams Will Need in 2026<\/h3>\n\n    <p>\n  While headcount remains generally stable, the skills in demand are changing.\n Finding candidates with the right skills is the main challenge for recruiters\n this year. Three skills stand out as priorities: \n    <\/p>\n\n    <h4>1. Automation and AI Prompting<\/h4>\n    <p>\n  Every marketing manager surveyed is looking for AI skills or, at the very least, a\n nd genuine curiosity about the subject. The future of junior marketing roles will resemble a\n of prompt engineering and AI management more than a traditional hands-on position. \n    <\/p>\n\n    <h4>2. Cross-functional communication within the organization<\/h4>\n    <p>\n  Knowing how to share results, present to management, and advocate for a budget are\n essential skills for advancing in marketing.\n    <\/p>\n\n    <h4>3. Data and Analytics<\/h4>\n    <p>\n  &#8220;Being comfortable with data and analytics is essential. You can&#8217;t break in\n to the marketing world today without these skills,&#8221; explains Amy Kenly of The Launch Box. \n    <\/p>\n\n  <\/section>\n\n  <section id=\"faq\">\n\n    <h2>FAQ on Digital Marketing Trends<\/h2>\n\n    <h3>Which digital marketing trend should you prioritize first?<\/h3>\n    <p>\n  Start with AI-powered content creation and workflow automation.\n 86.4% of marketers are already using AI tools, particularly for content creation\n and media. Start by automating repetitive tasks, then gradually expand\n to include strategy and reporting. \n    <\/p>\n\n    <h3>How much should you budget for AI marketing tools?<\/h3>\n    <p>\n  Initially, allocate 5 to 10% of your total marketing budget to AI tools\u2014\n \u2014and then adjust based on the measured ROI. HubSpot data shows that marketers\n who automate their content and analytics report greater efficiency and\n faster campaign execution. \n    <\/p>\n\n    <h3>What is the difference between marketing automation and AI?<\/h3>\n    <p>\n  Marketing automation executes predefined workflows (e.g., drip campaigns,\n email sequences). Artificial intelligence, on the other hand, adapts and learns (e.g.,\n lead score prediction, dynamic personalization). Automation is the engine;\n AI is the pilot that guides smarter actions over time.  \n    <\/p>\n\n    <h3>How do you measure the ROI of influencer marketing?<\/h3>\n    <p>\n  Set measurable goals (impressions, engagement, conversions, growth\n s in followers) and link the results to your CRM. Use tracking links and\n CRM integrations to attribute influencer content to concrete business results.\n Micro-influencers (fewer than 100,000 followers) generally offer the best ROI. \n    <\/p>\n\n    <h3>Which social media platform offers the best ROI in B2B versus B2C?<\/h3>\n    <p>\n  In <strong>B2C<\/strong>: Instagram and Facebook dominate (47.4% each), followed by\n YouTube (43.9%), and TikTok (35.2%). In <strong>B2B<\/strong>: Instagram (48.4%),\n YouTube (40.5%), Facebook (36.9%), and X\/Twitter (31.3%) are the most frequently cited. To\n your B2B strategy, our services at\n <a href=\"https:\/\/streambox.be\/en\/linkedin-agency\/\" title=\"LinkedIn Agency in Brussels \u2014 StreamBox\">     LinkedIn agency<\/a>\n can help you maximize your impact.  \n    <\/p>\n\n    <h3>What does the future hold for digital marketing after 2026?<\/h3>\n    <p>\n  The next chapter in marketing will revolve around hyper-personalization and AI:\n personalized web experiences, dynamically generated content, and zero-party data, where\n customers voluntarily exchange their information for tangible benefits.\n Brands that combine human creativity with machine intelligence will lead the way. \n    <\/p>\n\n    <h3>How do marketers use AI?<\/h3>\n    <p>\n  According to the 2026 report, the main intensive uses are: content creation\n (42.5%), media creation (37.2%), and the automation of administrative tasks\n (35.6%).\n    <\/p>\n\n    <h3>What are the main challenges facing marketing today?<\/h3>\n    <p>\n  The most commonly cited challenges are: measuring the ROI of marketing activities (33%), keeping up with\n the latest trends and new features (29.8%), generating leads (29.6%), and\n aligning the marketing and sales teams (27.6%).\n    <\/p>\n\n    <h3>How can I ensure my marketing team&#8217;s skills remain relevant in 2026?<\/h3>\n    <p>\n  Invest in training in analytics, AI, cross-functional communication, and authentic, human-\n storytelling. These are the four pillars of the most in-demand roles\n this year. \n    <\/p>\n\n    <h3>How can I optimize my content strategy for AEO (Answer Engine Optimization)?<\/h3>\n    <p>\n  Answer users\u2019 questions directly in a conversational tone, create\n structured, easy-to-read content, and draw on your niche expertise\n to demonstrate your authority. Also check out our guide on\n <a href=\"https:\/\/streambox.be\/en\/seo-podcast-how-to-rank-higher-on-apple-podcast\/\" title=\"SEO Podcasts and Content \u2014 StreamBox\">     content SEO<\/a>\n for practical best practices. \n    <\/p>\n\n  <\/section>\n\n  <section id=\"plan-action\">\n\n    <h2>And now: your marketing action plan<\/h2>\n\n    <p>\n  Today&#8217;s marketing landscape requires both strategic vision and tactical agility.\n This report covers eighteen major trends, but not all of them require immediate action\n.\n    <\/p>\n\n    <p>\n  Start by assessing your current capabilities in light of these trends, identify two or\n three of them that align with your audience and resources, test their\n impact through pilot projects before making a major investment, then measure the results\n and scale up what works.\n    <\/p>\n\n    <p>\n  The winners of 2026 won\u2019t be those who chase every trend, but those who\n will intelligently integrate the right innovations into their specific context.\n If you\u2019d like to accelerate your video and podcast content strategy, our team\n <a href=\"https:\/\/streambox.be\/en\/\" title=\"StreamBox \u2014 Video Studio, Podcasts, and Digital Campaigns in Brussels\">     StreamBox<\/a>\n is here to help.\n    <\/p>\n\n  <\/section>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Discover the trends, winning opportunities, and challenges brands will face this year , based on data from more than 1,700 B2B and B2C marketers worldwide. We surveyed more than 1,500 marketers from various industries, regions, and company sizes to find out what\u2019s working, what\u2019s changed, and what keeps them up at night. The HubSpot State<span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":4249,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[116,171,1],"tags":[],"class_list":["post-4248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-information","category-marketing","category-non-classe"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing Trends for 2026: Data from 1,500+ Marketers | STREAMBOX<\/title>\n<meta name=\"description\" content=\"Discover the 18 major trends in digital marketing for 2026: AI, short-form video, social media, ROI, and burnout.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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