Marketing in 2026: the main trends according to Google (and what they mean for your business)
Digital marketing is evolving at an impressive pace: according to research from Think with Google, the trends for 2026 show that consumers are becoming more unpredictable, but also more deeply driven by data, artificial intelligence (AI) and personalised behaviour. For a Swiss SME, it pays to prepare for these changes to stay competitive.
AI-driven personalisation and automation
Google highlights that customers today expect tailored interactions. By 2026, thanks to AI, it will be possible to personalise advertising campaigns, emails and even website content in a much more sophisticated way:
- Intelligent automation will make it possible to send personalised messages based on real-time user behaviour.
- Marketing platforms will use predictive models to anticipate customer needs and offer relevant deals.
This means businesses need to build their strategy around first-party data: collecting, analysing and using this data ethically is becoming a priority.
Short, creative video content
According to trends gathered from sources such as Real Marketing Company, short videos (TikTok, Instagram Reels, YouTube Shorts) will keep growing in 2026. Google itself is encouraging mobile video formats:
- Brands need to build "lightweight" but effective video production systems: short, engaging clips with clear calls to action.
- Content needs to drive action ("click", "find out more"): entertaining is the means, converting is the goal.
"AI-powered" search and optimisation for the new generation of engines
As search technologies evolve (e.g. AI models within Google), consumer queries are changing profoundly:
- "Zero-click" searches (where Google provides the answer directly on the page) are becoming more common, pushing brands to optimise with structured data (schema) and content that answers customer questions directly.
- Optimising for "Search Generative Experience" (SGE) means creating content that also works for AI engines, as well as for traditional SEO.
Trust, privacy and first-party data
According to the CMO Barometer 2026, CMOs (marketing managers) say that technology skills, customer focus and leadership are essential. At the same time:
- Collecting first-party data will be essential: fewer third-party cookies, more data direct from users.
- Brands will need to adopt "privacy-first" techniques to maintain trust: room for server-side tagging, "clean room" technologies and transparency about data.
- Retention strategies will overtake acquisition as a priority: more value placed on existing customers than on chasing expensive new ones.
The creator economy and data-driven influencers
As marketing evolves, the role of influencers is changing too: from ambassadors to partners with shared goals:
- Micro and nano-influencers will remain important for authenticity and engagement.
- Collaborations will become more ROI-focused: long-term campaigns measured against precise KPIs rather than just reach.
- Creator-generated content (UGC) will carry increasing weight in omnichannel strategies: from social media to email, through to landing pages.
Data- and AI-based omnichannel strategy
2026 will see increasingly integrated marketing:
- AI, data and creativity will form the heart of campaigns: besides automating tasks, AI helps make creative and strategic decisions.
- Campaigns will combine digital channels (search, video, social) with rigorous metrics, to maximise budget efficiency.
- Marketing will need to be "data first": investing in CRM, server-side tracking and analytics platforms.
How easy4you can help Swiss SMEs
At easy4you we can support you in preparing your business for marketing in 2026:
- We design tailored AI-driven campaigns: emails, ads, personalised creative.
- We help you structure the collection of first-party data and integrate CRM and clean room systems where needed.
- We create "short-form" video content optimised for TikTok, Reels and Shorts.
- We connect you with local and international creators for effective influencer marketing campaigns.
- We build analytics dashboards to monitor performance across multiple channels, transparently and strategically.
Conclusion
Marketing in 2026 won't be the same as before: with AI, changing search habits and the growing importance of data, strategies need to evolve quickly.
Businesses that prepare now, investing in personalisation, video content, their own data and creator partnerships, will start out ahead.
With easy4you, you can start building this strategy today, positioning your business for success in the digital future ahead.
