Dr Dave Chaffey’s annual review of the marketing trends that will matter for B2C and B2B marketers in 2026
In my review this year, I'll be again be aiming to keep it practical for marketers since I will recommend trends to review across the customer lifecycle based on our RACE planning framework. I'll cover all the key media channels and tactics such as those in the lifecycle visual below.
This is a B2B Marketing lifecycle example, we also cover B2C lifecycle marketing in my original article on Lifecycle marketing.
As well as practical marketing tactics covered under RACE, I will start with strategic marketing trends covered under Plan.
Plan marketing trends
Plan-related trends cover how marketing is managed, and within digital marketing, deploying the latest marketing technology is a large part of this. It's no surprise that Martech trends for 2026…
