A practical framework shaped by what we’re already seeing.
As 2026 approaches, the pace of digital marketing feels different.
Budgets are under more scrutiny, channels feel increasingly crowded, and expectations around performance are higher than they’ve ever been. Many of the approaches that worked comfortably a few years ago now need refinement, adjustment, or in some cases, a rethink.
We’re experiencing this alongside our clients — across paid media performance, analytics reviews, CRO testing, and early planning conversations. The common theme is clear: teams know change is needed, but time and clarity are in short supply.
This checklist brings together what we’re already planning for, testing, and prioritising as we look ahead to 2026.
It’s not a prediction piece. It’s a working framework based on what’s holding up well, what’s under pressure, and where focus is starting to shift.
1. Strategy & Commercial Alignment
In 2026, clarity matters more than volume.
We’re seeing greater emphasis on making sure marketing activity clearly supports commercial goals. That usually starts with:
- Revenue targets linked to marketing outputs
- A more considered approach to channel selection
- KPIs that connect activity to outcomes
- Clear roles for each channel across the funnel
- Budgets reviewed against performance rather than habit
When alignment is clear, decisions become easier and confidence improves across teams.
2. Search Visibility Is Evolving
Search continues to change, and it’s no longer limited to traditional rankings alone.
We’re seeing fewer clicks in some categories, more zero-click results, and increasing discovery happening through AI-driven interfaces.
As a result, search planning for 2026 often includes:
- Strong technical and content SEO foundations
- Content structured to answer questions clearly
- Pages written around intent rather than keywords alone
- Consideration of visibility beyond classic SERPs
- Clear routes from discovery through to conversion
The goal is consistency of presence, wherever discovery happens.
3. Paid Media Under Greater Scrutiny
Paid channels remain powerful, but efficiency is increasingly important.
Across accounts, we’re seeing closer attention paid to structure, creative quality, and how budgets are allocated over time.
- Campaigns organised around intent
- Creative treated as a performance variable
- Regular testing and refinement
- Budgets adjusted based on results, not assumptions
Incremental improvements here often have an outsized impact.
4. Conversion Rate Optimisation as Standard
As acquisition costs rise, making better use of existing traffic becomes increasingly important.
For many teams, CRO is becoming part of the baseline rather than a separate initiative:
- Landing pages aligned closely with intent
- Clear actions and reduced friction
- Improved page performance and usability
- Reliable end-to-end conversion tracking
- Structured testing over time
Small improvements, applied consistently, tend to compound.
5. Measurement That Supports Decisions
Data is only useful when it helps teams decide what to do next.
Looking ahead to 2026, we’re seeing more focus on:
- Well-configured GA4 setups
- Clear definitions of meaningful conversions
- Alignment between CRM and ad platforms
- Attribution approaches teams understand and trust
- Reporting that prioritises clarity over volume
The aim is confidence, not complexity.
6. Personalisation with Purpose
Personalisation continues to evolve beyond surface-level tactics.
Increasingly, we’re planning around:
- Behaviour-based segmentation
- Messaging aligned to lifecycle stages
- More considered CRM and email journeys
- Retention and reactivation as part of growth
Often, the most efficient gains come from audiences already engaged.
7. Content That Supports Decision-Making
Content expectations are shifting from visibility to usefulness.
- Clear intent behind each piece of content
- Thought leadership that reflects real experience
- Case studies focused on outcomes
- Ongoing maintenance of evergreen assets
Helpful content tends to travel further and last longer.
8. Privacy, Trust & First-Party Data
Privacy considerations continue to shape both compliance and performance.
- Greater emphasis on first-party data
- Clear value exchange for consent
- Reduced reliance on unstable signals
- Trust positioned as part of the experience
Trust is increasingly part of the conversion journey.
9. Efficiency & Sustainable Execution
As teams plan for 2026, sustainability matters.
- Automation of repeatable tasks
- Simplified reporting processes
- More consistent campaign workflows
- Systems designed to support scale
Efficiency creates space for better thinking.
10. Review Cycles That Enable Progress
Regular review remains one of the most effective optimisation tools.
- Monthly performance reviews
- Quarterly planning check-ins
- Ongoing budget reassessment
- Willingness to adjust direction early
Progress tends to come from steady refinement.
Final Thought
If much of this feels familiar, that’s intentional.
We’re already working through these considerations as part of our own planning and with clients preparing for 2026.
If you’d like support applying this checklist to your own marketing plans — identifying priorities, gaps, and opportunities — we’re happy to help.