Our Top 10 Digital Marketing Predictions for 2026

Every December, the internet gets flooded with "digital marketing predictions" that fall into two categories:

1. Obvious things we already know: "Video content will be important!" (Yeah, it's been important since 2015.)

2. Outlandish predictions designed for clicks: "The metaverse will revolutionize small business marketing!" (Spoiler: It won't.)

Neither of these help you, the small business owner trying to figure out where to invest your limited time and budget in 2026.

So we're going to do this differently. Because the digital marketing landscape is changing much faster than most of us realize. So we're sharing the digital marketing trends we're actually seeing - with our clients and across the industry. The ones that are already happening and will accelerate in 2026. More importantly, we're telling you what to DO about them, not just what to watch.

No hype. No buzzwords. Just practical guidance for real small businesses.

Let's dive into our 2026 marketing predictions.

2026 Marketing Predictions

Prediction #1: AI Will Make Bad Marketing Faster (And Good Marketing Irreplaceable)

What's Actually Happening

AI tools like ChatGPT, Gemini, Jasper, and hundreds of others have made it incredibly easy to create content. The downside of that? Everyone's using the same tools, asking those tools to answer the same prompts, and producing similar content.

The internet is about to be flooded with mediocre, AI-generated content that all sounds the same.

We're already seeing this. Search engines (and humans) are already learning to detect purely AI-generated content. Google's algorithm updates throughout 2025 prioritized "helpful content written by humans with expertise," because content that comes from humans still matters.

What This Means for Small Businesses

The opportunity: If you're willing to add your authentic voice, real experience, and actual expertise to AI-assisted content, you'll stand out dramatically.

The risk: If you just hit "generate" and post without editing and/or adding your own voice, you'll also just blend into the noise.

What to Do About It in 2026

Use AI as your assistant, not your replacement

Think of AI as the intern. Let it handle research, gathering data and maybe even a first draft. But then, like you would with an intern, always review it and add in your own unique inputs, stories and expertise. Edit it like it was written by someone who just started last week and knows nothing about your business, because that's what it is.

Double down on authenticity

People still buy from people, and that's not changing. Share real client stories (with permissions). Tell people about your lived experiences and let them see your personality. AI can never replace that and consumers are hungry for it.

Focus on expertise-driven content

Your expertise is your super power, so answer questions only YOU can answer based on your experience. Share the lessons you've learned from real situations you've encountered. And provide specific, actionable guidance that AI can't give.

Bottom line: AI makes it easier to create content, but harder to create content that matters. Believe it or not, your competitive advantage is being human.

Prediction #2: Search is Changing Dramatically (And Your SEO Strategy Needs to Adapt)

What's Actually Happening

Traditional search is evolving rapidly:

• Google's AI Overviews now appear for 15-20% of searches

• ChatGPT Search launched in late 2025

• Perplexity and other AI answer engines are gaining users

• People are asking questions differently: more conversational, more specific

The shift: People are moving from "click on links" to "get direct answers from AI."

What This Means for Small Businesses

Your traditional SEO strategy (targeting keywords, getting clicks) needs to evolve to GEO (Generative Engine Optimization) and getting featured IN the AI-generated answers.

If your business isn't showing up in AI-generated search results, you're becoming invisible to a growing segment of searchers.

What to Do About It in 2026

Optimize for how people actually ask questions

Humans are still doing the searching you're hoping to get found for, so write content that answers specific questions conversationally. Be sure to use natural language, not keyword-stuffed content. And include detailed, thorough answers that AI tools can still reference.

Structure content for AI understanding

While you need to optimize for humans, you still want to be sure you're structuring for AI. Be sure to use clear headings and subheadings, include FAQs on key pages, and always add schema markup to help AI understand your content.

Build authority and citations

Your page authority is one of the main components of how search engines determine whether your site is one they should trust. Improve your authority by getting mentioned on reputable local sites and directories. AI references customer reviews, so always be sure to encourage these. And create expert content that gets linked to and referenced regularly.

Don't abandon traditional SEO

Traditional SEO still very much matters, because many people are still clicking links and local search is still driving map results. And bonus: traditional SEO feeds into AI search anyways. So it's a win-win.

Bottom line: SEO isn't dead, but it's evolving. Adapt your strategy now before your competitors do.

Prediction #3: Short-Form Video Will Continue Dominating (But Authenticity Beats Production Value)

What's Actually Happening

It should surprise no one to hear that short-form video (Instagram Reels, TikTok, YouTube Shorts) isn't slowing down and is actually accelerating. But here's what is changing: Overly produced, polished content is performing WORSE than authentic, relatable content.

People are craving real, unfiltered, behind-the-scenes content. They're scrolling past the perfect aesthetic videos and stopping for the ones that feel genuine (especially in an age of AI-generated content).

What This Means for Small Businesses

You don't need expensive equipment, professional editing, or perfect lighting. You need to show up consistently with content that's real.

The business owner talking directly to camera about a real challenge? That's getting more engagement than the beautifully produced brand video.

What to Do About It in 2026

Start creating video (even if it feels uncomfortable)

This is everyone's first argument about why they can't create video content. It's uncomfortable. But remember what we just talked about? Imperfection is in. Your phone camera is good enough. Natural lighting works fine. And imperfect is infinitely better than just not posting.

Focus on these types of video content:

Behind-the-scenes of your business

Quick tips based on your expertise

Answering common customer questions

Real customer stories and testimonials

Your process, mistakes, lessons learned

Batch create to stay consistent

Don't overcomplicate the process. Try filming 4-5 videos in one session that you can then post consistently over a couple weeks. Consistency beats perfection every time.

Repurpose, repurpose, repurpose

This is the real secret for how content creators are able to put out so much content. They repurpose. One video can become a Reel, a YouTube Short, a TikTok, and a LinkedIn post. You can even extract audio from podcast clips or transcribe your blog content. Basically, assume that the majority of people didn't see that one piece of content posted in that one spot that one time and push it out EVERYWHERE.

Bottom line: Video is no longer optional, but it doesn't have to be perfect. Just real.

Prediction #4: Email Marketing Will Become Even More Valuable (As Social Media Gets Noisier)

What's Actually Happening

We get this question a lot: "Isn't email marketing dead?" And the answer is always the same: NO!

Social media platforms are increasingly pay-to-play. Organic reach continues to decline across all platforms.

Meanwhile, email marketing ROI remains strong: For every $1 spent, email generates $36-42 in return. Yes, you read that correctly.

As AI floods social media with more content and algorithms get more unpredictable, owned channels like email become more valuable, not less.

What This Means for Small Businesses

Your email list is the only marketing channel you truly own. Platforms can change algorithms, ban accounts, or disappear. Your email list stays with you.

What to Do About It in 2026

Prioritize list building

If you haven't already done so, add an email signup form to your website right now. Consider offering a valuable lead magnet(checklists, guides, templates, etc.) as a means of gathering sign ups. Put that email signup into your social media links, and mention it regularly. Basically: always be building your list.

Actually use your email list

We know, this is the hard part. But make a commitment to send regular emails. Choose a cadence that is sustainable for you, like weekly or bi-weekly or monthly. Provide value and not just promotions. And share about your business: stories, behind-the-scenes, lessons, etc.. Remember your audience is getting a lot of email so make yours one they actually want to open.

Segment for relevance

Audience segmenting is such a powerful tool. It allows you to send different content to different customer types smoothly. You can tailor messages to where people are in their customer journey, and use purchase history and engagement to customize. This leads to higher ROI and brand trust.

Focus on engagement over list size

Size doesn't always matter, especially when not everyone is your target customer. 500 engaged subscribers is always better than 5,000 inactive ones. Routinely audit your list and consider running re-engagement campaigns for inactive subscribers.

Bottom line: Build and nurture your email list now. It's the most reliable marketing channel you have.

Prediction #5: Local SEO and Google Business Profile Will Be Critical for Local Businesses

What's Actually Happening

"Near me" searches continue growing year over year. Voice search on phones defaults to local results.

Google Business Profile (formerly Google My Business) is often the FIRST impression potential customers get of your business, appearing before your website in many searches.

In 2026, local search optimization will separate thriving local businesses from struggling ones.

What This Means for Small Businesses

If you're a local business and your Google Business Profile isn't optimized, you're invisible to a huge portion of potential customers.

What to Do About It in 2026

Claim and fully optimize your Google Business Profile

This is the greatest tool your business has when it comes to being found, and it's entirely free. Ensure you've completed every section thoroughly. Add high-quality photos regularly. Use all available feature (posts, Q&A, products/services), and be sure to keep hours and contact information current.

Get consistent, quality reviews

Request and make it easy for satisfied customers to leave reviews. Respond to ALL reviews (especially the negative ones) in a timely fashion. Reviews impact local search rankings significantly, so if you're a local business this is critical.

Post regularly to GBP

Think of your profile as another social media profile. Post weekly updates about your offers, events and content. Share photos of your work, team and customers.

Optimize for local keywords

Include your city/neighborhood/region in your website content. Also get listed in local directories and citation sites.

Bottom line: For local businesses, Google Business Profile optimization is non-negotiable in 2026.

Prediction #6: Personalization Will Be Expected (But Privacy Will Matter More)

What's Actually Happening

Customers expect personalized experiences: emails addressing them by name, product recommendations based on browsing, content tailored to their interests.

But simultaneously, privacy concerns are growing. Cookie deprecation continues. People are more protective of their data.

The tension: Customers want personalization but don't want to feel tracked or creeped out.

What This Means for Small Businesses

You need to balance personalization with transparency and respect for privacy.

What to Do About It in 2026

Use first-party data strategically

Be thoughtful and intentional about the data you're already collecting, focusing on information that customers willingly share, like email signups, surveys, purchase history and states preferences. Consider how they're willingly engaging with your content and what you can do with that readily available information.

Be transparent about data usage

Make privacy policies accessible and easy to understand. Explain why you're asking for information, and give users control over how their data is used and stored.

Personalize without being creepy

Segment email lists by interests and behaviors. Customize website experiences based on stated preferences, And tailor content to different customer journey stages.

Focus on value exchange

Make it worth their while for users to share their data with you. Provide better recommendations and relevant content (like lead generation exchanges). Offer exclusive access or early notifications for engaged subscribers.

Bottom line: Personalization is powerful, but earn the right to personalize through transparency and value.

Prediction #7: Social Media Will Fragment Further (Choose Your Platforms Wisely)

What's Actually Happening

We're past the "be everywhere on social media" era. Platforms are fragmenting, multiplying, and taking on new personalities.

You cannot be everywhere and do it well.

What This Means for Small Businesses

Strategic focus on 1-2 platforms beats scattered presence on 5+ platforms.

What to Do About It in 2026

Audit where YOUR audience actually is

Take an honest look at where your target audience actually is on social media. Not where you THINK they should be, or where YOU prefer to be... where they ACTUALLY ARE engaging. Look at where your competitors or even other businesses with similar target customers are successfully reaching people.

Choose 2 platforms that will give you maximum return

For example, pick a primary platform where you will give 75% of your effort, and a secondary platform to give 25% of your effort to. Repurpose content from these two platforms if you want to have a presence elsewhere.

Go deep, not wide

Consistent quality beats sporadic quantity every time. So master the features and algorithm of your chosen platforms and build authentic community and engagement.

Repurpose strategically

Create once, and adapt for multiple platforms. You can even tailor posts to each platform's style. For instance, a carousel post on Instagram may be better suited as a static image on LinkedIn with a longer caption. Use scheduling tools to make planning easier.

Bottom line: Do 2 platforms really well instead of 5 platforms poorly.

Prediction #8: Marketing Analytics Will Shift from Vanity Metrics to Business Impact

What's Actually Happening

Business owners are getting tired of "likes" and "impressions" that don't correlate to revenue.

The conversation is shifting from "How many likes did I get?" to "Which marketing activities actually drive customers?"

Business owners want ROI, not engagement rates. Going viral doesn't matter if none of those people actually become customers.

What This Means for Small Businesses

Marketing that can't prove business impact will be the first thing cut when budgets get tight.

What to Do About It in 2026

Track what actually matters

Start tracking the metrics that actually make a difference. Not just website visits, but qualified lead conversions. Not just social media followers, but email signups and purchases. Not just engagement, but revenue attribution. You definitely still need to be doing social media, but it should tie back into your marketing objectives and not just getting likes.

Implement proper tracking

How do you know what's working if you're not tracking it? Set up UTM parameters an all external links. Ensure you have Google Analytics 4 properly configured. Set up conversion tracking on key actions. Leverage attribution modeling to understand customer journeys. Data is literally power.

Create ROI-focused reports

Once you know what sort of return you're looking for, and set up the proper tracking for those metrics, feed that data into ROI-focused reports. Connect your marketing activities to business outcomes. Show cost per acquisition by channel. And demonstrate customer lifetime values. Understand your numbers so you can prove which efforts drive revenue.

Make data-driven decisions

When all of your data and reporting is working, it's time to USE IT. Make data-driven decisions like cutting what doesn't actually work, doubling down on what does, and optimizing what has potential.

Bottom line: If you can't prove your marketing drives business results, you'll struggle to justify continued investment and it will feel like a waste.

Prediction #9: Strategic Marketing Will Outperform Tactical Marketing (Finally)

What's Actually Happening

For years, small businesses have jumped from tactic to tactic: "We need TikTok!" "Everyone's doing podcasts!" "We should try influencer marketing!"

Random tactics without strategy rarely work.

More business owners are realizing that scattered marketing activities waste money, while strategic coordination drives results.

What This Means for Small Businesses

The businesses that thrive in 2026 will be the ones that stop chasing tactics and start thinking strategically.

What to Do About It in 2026

Start with strategy, not tactics

Take the time to understand your ideal customer: their problems, how you solve those problems better than anyone else, where they're looking for solutions, and what messaging impacts their decision making. Remember that you know how great what your selling is, but you're selling it to other people.

Align all marketing to strategy

Every marketing tactic should work in line to support your positioning. Piecemeal marketing results in confusion and decreased brand trust. Coordinated efforts build on each other, make messaging easier, and foster trust with customers.

Say no to shiny objects

Just because a marketing tactic is trendy doesn't mean it fits YOUR business. Depth beats breadth, so focus on doing fewer things better and optimize what's working before adding new tactics.

Invest in understanding your audience

Talk to actual customers regularly to understand why they may have chose you and what their changing needs are so that you can make informed decisions about your business.

Bottom line: Strategy isn't optional anymore. It's the difference between marketing that costs money and marketing that makes money.

Prediction #10: Businesses That Invest in Marketing During Uncertainty Will Win

What's Actually Happening

Economic uncertainty makes business owners nervous. The instinct is to cut expenses, and marketing often tops the list.

But historical data shows: Companies that maintain or increase strategic marketing during downturns capture market share from competitors who go quiet.

We saw this in 2008-2009. We saw it during COVID. We'll see it again.

What This Means for Small Businesses

2026 might bring economic challenges. But the businesses that stay visible and strategic will emerge stronger.

What to Do About It in 2026

Maintain marketing presence

Even during the hardest times, don't go invisible. Your competitors are likely cutting back their marketing budgets, meaning there's a lot of opportunity. Consistent visibility builds trust and captures attention.

Optimize spending, don't eliminate it

Don't stop spending entirely, just spend smarter. Cut wasteful tactics with no real return on investment. Focus your budget on your highest-performing channels (because you're tracking your data now!), and work smarter with your money.

Focus on customer retention

It will always be cheaper to hold onto your current customers than to acquire new ones. So be sure to keep customers happy, build loyalty through consistent engagement, and increase the overall lifetime value of your customers.

Position for the recovery

Businesses that maintain marketing through tough times are positioned to capture demand when economy improves, and relationships built during challenges pay off long-term. So keep at it!

Bottom line: Strategic marketing during uncertainty is an investment in future growth, not just an expense.

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None of us can truly tell the future, but we feel pretty confident saying that 2026 is going to see some shifts in marketing. Things are changing rapidly and as businesses scramble to adapt, the real winners will be those that lean into authenticity, data, and meeting their customers right where they are.

Anchor Watch Marketing specializes in helping small businesses move beyond the tactical landscape of sporadic social media posts and once a year newsletters, into strategic growth. Where businesses are intentional about the time and budgets they invest into their marketing in order to see the greatest growth.

If you want to make 2026 your greatest year yet, reach out today. jessica@anchorwatchmarketing.com