Marketing Trends to Look for in 2026

The most significant shift is the integration of artificial intelligence (AI) and automation into every aspect of marketing, paired with a renewed focus on genuine human understanding and strategic alignment. AI enables more data-driven, highly-tailored marketing. Brands that succeed, however, will be those that use technology to enhance — not replace — the personal connections and emotional resonance that build advocacy and loyalty. When marketing, sales and operations align strategically, brands can deliver on their promises and build lasting customer relationships.

At Strategic America (SA), we see this shift as an opportunity to lead with innovation while staying true to our promise: Strategic America inspires momentum.

SA is investing in AI-powered tools and updated operating systems to better connect data, eliminate manual tasks and empower our professionals to focus on strategy and insights. Our data first, security-focused approach earned Systems and Organization Controls 2 (SOC 2) certification, enabling us to scale and better serve client needs. This aligns with our mission: simplifying the complex, uncovering the unexpected and finding a better way, always.

We recommend other organizations do the same: invest in technology that frees human capital, fosters cross-departmental collaboration, and ensures every customer interaction is both data-informed and authentically human.

Expect increased demand for authenticity, stricter data privacy regulations and hyper-personalized customer experiences. With the decline of third-party cookies, first-party data strategies are critical. Companies should also prepare for:

• Rapid changes in digital platforms
• The rise of micro-influencers
• Greater emphasis on performance-based measurements and compensation.

At SA, our purpose is to show brands the way forward — helping clients anticipate and adapt to these challenges.

AI will automate routine tasks, enable highly personalized campaigns and improve targeting accuracy. It will power conversational marketing (chatbots, voice assistants), predictive analytics and real-time personalization. However, AI cannot replace the impact of genuine human connection — how a customer feels about their experience remains irreplaceable. Brands must balance automation with authentic messaging to maintain trust and emotional resonance.

By showcasing real people, sharing stories and aligning actions with stated values. Human-centric content, transparency and two-way communication are key. Technology should support — not overshadow — these efforts. Delivering on the brand promise and ensuring every action feels personal and meaningful is essential.

At Strategic America, we inspire momentum by helping brands connect authentically and move forward with confidence.

A strong, authentic brand voice, creative storytelling and meaningful personalization. Strategic alignment across marketing, sales and operations — combined with technology that empowers human expertise — will set companies apart. Brands that consistently make customers feel valued and understood will earn loyalty and advocacy. For more personalization, leverage AI to analyze customer behavior and deliver real-time, personalized content and offers, but always apply a human lens to ensure authenticity.

• Email marketing remains highly effective and affordable.
• Micro-influencer partnerships provide authentic engagement at lower costs.
• Content marketing and community-building initiatives, powered by data but guided by human insight, deliver sustained ROI.

Digital advertising will dominate in 2026, accounting for 68.7% of global ad spending ($1.14 trillion) – a 7.1% increase from 2025^1,2,3. In the U.S., political ad spending for 2026 midterm elections is expected to hit a record $10.84 billion⁴.

SA currently offers more than 50 products to meet diverse client needs. But we continually ask: Are these the right solutions? How do they perform? Do they align with client needs and industry shifts? We listen to our clients and adapt. SA is not tied to what these products have been, but to what they must be in today’s marketing ecosystem. Great clients make agencies better when they collaborate to solve problems and create what hasn’t been done before. At SA, our answer is always, “We can do that!”

Embrace technology but never lose sight of the power of human connections. Brands that thrive make every customer feel understood and valued. Leveraging strategy and data, with a constant focus on the customer, builds lasting success.

After 42 years, I will be retiring in 2026. Identifying the next leader for SA is underway. I will remain as chair and advisor to my successor and this amazing SA team. Stay tuned for more great things to come from Strategic America in 2026!

John Schreurs serves as CEO & President of Strategic America (SA), an integrated marketing and communications agency in West Des Moines, Iowa. Learn more about SA services.

Sources cited:

1. WPP: Media 2026 Ad Revenue Forecast
2. Marketech APAC: Global Ad Spend
3. Reuters: AI-Powered Ads
4. Axios: U.S. Political Ad Spending