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.
Note: I originally wrote this article in September 2025 and will update it through 2026 in line with new developments. In the December 2025 update I have incorporated the latest research on…
