2026 is the year digital marketing clearly shifted focus from brand awareness to winning new customers and driving real sales. Businesses that understand these trends can adjust their strategies in time.
Marketers' goals shift from awareness to sales
Surveys show that more than 79% of marketers prioritise acquiring new customers and 76% focus on driving sales directly, rather than traditional brand awareness. This isn't a year where the biggest budget wins. It's a year to think fast, adapt fast and make every baht count.
AI becomes a strategic layer, not just a tool
In 2026, AI is no longer just a helper for creating content or reports. It is being developed to make decisions and take action at many points along the customer journey, from choosing audiences and adjusting budgets to creating creatives. Businesses that still use AI only to write captions may fall behind competitors who use it to the full.
Every brand is forced to become a content brand
Content competition has intensified to the point where brands have no choice but to keep producing content tailored to each platform. Short-form video still dominates, alongside the growing influence of creators on consumers' purchase decisions.
Personalisation isn't optional; it's the new standard
More than 75% of consumers are more likely to buy from brands that offer personalised content. Tailoring messages, offers and creatives to each audience has become the minimum standard businesses must meet, not an optional extra.
Retail media and shoppable content keep growing
Off-site retail media, outside e-commerce platforms, is growing twice as fast as on-site, with closed-loop measurement that links ad exposure to actual purchases more accurately. It's a new opportunity for businesses selling through e-commerce channels.
- Review your campaign goals to focus on sales and new customers, not just brand awareness
- Start using AI at a strategic level, not just to help write content
- Plan continuous content production tailored to each platform
- Make personalisation a baseline standard for every campaign
Summary
The 2026 trends make it clear that businesses must move from awareness to measurable results. The Markettung team helps turn these trends into practical marketing plans tailored to each client's business.