Your practical guide to the latest digital marketing trends

Being a marketer right now is a bit like playing one big game of Whac-A-Mole. Just as you hit one new digital trend on the head, three more pop up. 

AI, privacy regulations, social commerce and the growing sophistication of data-driven channels are just some of the things reshaping how brands connect with customers. For marketers, the challenge isn’t just about understanding these changes, but also acting on them quickly enough to stay ahead. 

This article explores some of the latest digital trends out there, drawing on insights from leaders across the industry. 

Wave goodbye to the traditional sales funnel

One of the biggest challenges for marketers right now is the breakdown of the traditional sales funnel. Consumers no longer follow a predictable path from awareness to consideration to purchase; instead, they dip in and out across many different channels, often anonymously — making life tricky for marketing teams. 

Elizabeth D'Arcy-Potts, managing director – commercial, EMEA & APJ at Pipeline360, warns: "Decision-makers no longer move neatly through a funnel; instead, they interact across multiple touchpoints, often anonymously and long before they engage with sales. For marketers, this means it is no longer enough to rely on single-channel campaigns or last-touch attribution."

The advice: Make sure you've got tools and processes in place to spot buyer signals early, in a way that's both compliant and builds trust. That way, you can start building relationships long before buyers make direct contact. 

Trust is a currency in itself

Trust has always mattered for brands, but with tighter regulations and changing consumer expectations, it’s now a fundamental currency. 

D'Arcy-Potts highlights that short-term tactics come with risks: "The rise of 'consent-or-pay' models highlights the risks of short-term workarounds, which may generate revenue but can erode consumer trust and create inequitable access to information."

HubSpot's EMEA managing director, Mark Barry, adds to this: "Trust has become the currency of modern marketing, and it's built through consistent, human interactions."

The advice: Put transparency, privacy and trust at the heart of your digital strategy. Quick wins from aggressive data tactics may be tempting, but rarely outweigh the long-term damage to reputation.

Make AI an assistant, not a replacement

AI continues to shake things up, but the most successful applications of AI are practical, not flashy. 

Barry explains HubSpot's approach: "AI should make life easier for marketers, not harder... The goal is simple: help teams move faster, free up headspace and cut out unnecessary complexity."

That means looking for simple wins first: "Don't overthink it — just start small and try it for yourself. The marketers who pick up AI, experiment with it and see where it helps in their day-to-day life will quickly spot the opportunities. Often, that's in taking repetitive tasks off your plate or giving you a faster way to do customer research, qualify prospects or tailor your message to the right audience."

Jane Ostler, EVP, global solutions marketing and thought leadership at Kantar, shows what this might look like: "Imagine a marketing AI agent that spots a product that's trending, drafts a campaign brief, creates brand-approved content, checks budgets, secures legal signoff and pushes it live in minutes."

The opportunity is huge, but balance is key. Barry reminds us that one of the biggest hurdles with AI isn't technical at all — it's cultural: "Teams often worry about what AI means for their jobs. Some people are excited, but others are understandably cautious. That's why communication and training are just as important as the tools themselves. AI should feel like an assistant, not a threat."

And even when the technology works, marketers can’t lose sight of the fundamentals: "AI is at its best when paired with people. It can spark ideas and speed things up, but the human touch is what ensures quality, creativity and brand trust," adds Barry. 

The advice: Start small and use AI to get on top of the repetitive tasks (email subject lines, campaign performance reports, segmenting lists, etc.), and focus your energy where it matters most: creativity, empathy, customer relationships.

The channel matters less than the moment

Social commerce is closing the gap between discovery and conversion. More often, the moment a consumer sees a product is also the moment they decide to buy.

Ostler puts it this way: “Whether it’s moisturiser from QVC or a pair of jeans from TikTok Shop, the channel matters less than the moment. Discovery and purchase are now often seconds apart, and the brands that win will be those in the right places, at the right time, with the right offer.”

Kantar’s Media Reactions 2025 study shows that 54% of marketers plan to increase social commerce spend next year. As Ostler notes: “With platforms rapidly adding shopping features, creators driving product discovery and proven models from Asia showing how entertainment and commerce can blend seamlessly, 2026 is set to bring an even bigger wave of direct-to-sale activity.”

The advice: marketers should test platform-native formats, partner with trusted creators, and design campaigns that combine entertainment with a seamless buying experience.

The rise of programmatic OOH and connected TV

While a lot of attention is online, traditional brand-building channels are also undergoing transformation. Out-of-home (OOH) and television are being reinvented by programmatic technology and connected platforms.

Philip Acton, country manager UK at Adform, points to KFC as an example: “KFC increased sales at nearby restaurants and reduced wasted spend when the weather was cooler by serving milkshake ads only on hot days with warm-weather triggers.”

Acton explains: “What was once static is now dynamic with PrDOOH adapting in real time to location, weather, and audience behaviour. This agility is mirrored in connected TV.”

And as consumers hop between screens and channels, consistency matters more than ever. Acton adds: “Whether it’s TV, OOH, mobile, or display, every campaign should tell a consistent story across touchpoints. Identity-driven solutions make this possible, linking the phone in hand, the TV in the living room, and the billboard on the street.”

The advice: The challenge now is measurement and scale — especially when audiences share devices or when inventory is limited. For those marketers willing to embrace the added complexity, channels like programmatic OOH and connected TV now offer the kind of precision targeting and campaign flexibility that only used to be possible online.

Preparing for what’s next

Marketing today can often feel harder to get right than ever before. Customers are difficult to track, privacy expectations are rising, and technology is evolving faster than ever. But this complexity also brings opportunity, and marketers now have more tools at their disposal than ever before.

The challenge is knowing how to use them well, and that means simplifying tech stacks wherever they can, designing campaigns that can adapt quickly, and giving teams the freedom to experiment. The organisations that thrive will be the ones that embrace innovation, while staying grounded in the basics.

As Barry puts it: “If there’s one thing to prepare for, it’s change. The pace of innovation isn’t slowing down. Marketers who stay adaptable, keep data and systems joined up, and put customer trust at the heart of their strategy will be the ones who stand out.”

If you want to learn more about AI and emerging digital tech to improve customer experiences, drive data-driven insights and create and optimise content, sign up for CIM's AI in marketing training course now.