As 2026 begins, one of the most important things we can do for our clients is stay clear-eyed about where digital marketing is actually heading beyond the buzzwords and new features.
Here are a few key trends we see “on repeat” for 2026:
1. Signal Loss & the Rise of First-Party Data
Privacy changes, cookie loss, and platform shifts continue to reshape targeting. The answer isn’t panic, it’s better-owned data and cleaner funnels.
- Investing in email, CRM, and first-party data strategies
- Building campaigns that don’t fall apart every time an algorithm changes
- Helping clients own more of their audience relationships instead of renting them
2. Performance + Brand, Not Performance vs. Brand
The “brand or performance” debate is fading. The winners in 2026 will be the ones who combine both.
- Creative that builds trust and drives action
- Media plans that connect awareness, consideration, and conversion instead of treating them as separate universes
- Reporting that tells one story across the funnel
3. Short-Form Video as Standard, Not Extra
Short-form video is no longer a nice-to-have; it’s the default format for many audiences.
- Treating video as an ongoing content stream, not just a one-time production
- Repurposing longer content into shorter, platform-specific pieces
- Balancing authentic, creator-style content with strong brand standards
4. AI as Copilot, Not Autopilot
AI is here to stay, but how you use it is the difference between noise and advantage.
- IRIE: Inspiration – Research – Ideas – Efficiencies
- Building workflows where AI speeds up the “grunt work” so humans can stay focused on the bigger decisions
- Keeping governance, ethics, and brand integrity front and center
5. Local Stories, Higher Expectations
Whether it’s a college, a nonprofit, or a local brand, the audience now expects national-level storytelling, even for local work.
- Treating community stories with the same care and craft as large national campaigns
- Pairing local nuance with strong creative, smart media, and clear measurement
- Ensuring every initiative feels intentional, on-brand, and well executed
These are the realities we’re planning for as we move into 2026 and the lens we’re using to guide our recommendations and roadmaps.
cThru’s 2026 Goals
While 2025 marked a decade of growth and reflection, 2026 is about momentum: taking what we’ve learned and sharpening our focus. This next year, we plan on:
- Deepening our work across education, nonprofit, and key business sectors;
- Scaling performance-driven programs for e-commerce and service-based brands;
- Continuing to refine the systems, reporting, and workflows that give clients clarity, predictability, and results
Most importantly, we’re staying rooted in the fundamentals: asking better questions, being transparent about performance, and building strategies that deliver meaningful, effective campaigns.
Looking Ahead
As digital marketing accelerates into another year of innovation, cThru is committed to staying both adaptable and intentional. Trends will shift, platforms will evolve, and new tools will emerge, but our approach remains the same: combine data with real human insight, meet audiences where they are, and help brands grow with purpose. If 2026 is anything like what we’re already seeing, it’s shaping up to be a year of smarter strategies, stronger partnerships, and even bigger opportunities to create work that truly connects.
Ready to create something special? Contact us at solutions@cthrumedia.com.
