Digital marketing is constantly evolving, and keeping up with the latest trends and strategies can be overwhelming. It can be difficult to know which practices will bring returns for your business. Some strategies are more effective than others, and what works for one business might not work for yours. But some digital marketing trends are worth paying attention to.
At PRIME, we expect these trends to continue growing in 2026:
- Video Content
- Generative AI Workflows
- Voice Search Optimization
- Generative Engine Optimization (GEO)
- Authenticity
Let’s look at each one of these digital marketing trends for 2026 and how they can help your business.
Video Content
People love to watch videos, especially if they’re short and to the point. Videos are easy to digest and provide fast, direct answers to questions. Plus, they’re shareable. If someone appreciates your video, they’re likely to share it with their friends, family, or online followers.
Platforms like TikTok, Reels on Instagram and Facebook, and YouTube Shorts are booming in popularity, and more marketers are turning to these social media platforms to meet their audiences where they are. And the good news for small businesses is that short videos are easy to make and post; anyone with a smartphone can do it. The trick is finding creative ways to make your videos stand out in a sea of content. The creative marketers at PRIME would love to help you do that!
Generative AI Workflows
With the growth of tools like ChatGPT, Microsoft Copilot, Jasper, and Google Gemini, artificial intelligence has become firmly implanted in the workflows of marketers and other professionals worldwide. Although opinions on AI vary, there’s no question that embracing it presents new opportunities for easily creating content. From brainstorming ideas for ads to drafting entire blog posts, there are many practical uses for generative AI in marketing. AI tools can generate or adjust images for your ads, for example. Some brands are even using AI to generate entire videos.
The key to proper use of generative AI is retaining authenticity (which we’ll cover further in a section below). Many people are wary of being fed AI-generated content, feeling there is no genuine human connection present. So, while using generative AI tools can help you speed up processes and easily create content at scale, you have to be careful not to lose your connection with your audience. Generative AI is best used to enhance and support human creativity.
Voice Search Optimization
For years, search engine optimization (SEO) focused on the phrases that people type into search bars. SEO is still one of the most important digital marketing strategies, but it is changing. Now, many people are searching for information, products, and services by directly asking voice assistants like Siri, Alexa, and AI chatbots. As marketers, we need to adapt to the way people are searching. For voice searches, that means conversational language and longer and more detailed queries. To optimize your online content for voice search, focus on question-based keywords that people might ask, such as, “What is the best roofing company in Maple Grove?” Then answer that question directly. You need to provide real and immediate value to your reader. Use clear, simple language to match the way people talk. Include long-tail keywords that target people with a clear intent and high potential to convert. Many voice searches are also for local business and services; you can optimize for these searches by including keywords like “landscaping company in Maple Grove.”
Generative Engine Optimization
People are increasingly finding answers to their information-based queries through Google’s AI Overviews and large language models like ChatGPT. They’re getting direct answers to their questions without ever needing to click through to a website, blog, or article. This can seem scary to businesses that rely on blogs to drive traffic to their website. And while it’s true that AI-powered responses have reduced clicks, it’s not all bad news for businesses.
Google’s AI Overviews always list sources for their information, and chatbots frequently cite their sources as well. People who want to dive deeper into topics are likely to visit these sources directly. And even if they don’t click through to the source websites, they’re still seeing their names, which increases brand recognition and trust. So, if you want to target informational queries, then you should aim to land your content in these AI-powered responses.
Some people even ask large language models for help finding products and services. In that case, it’s obvious why you would want your brand to appear in these AI responses. But how do you accomplish that? Through generative engine optimization (GEO).
Generative engine optimization is the practice of optimizing your content to appear in responses given by large language models. There are many aspects to a successful GEO strategy, but here are a few to focus on:
- Create clear, informative content.
- Directly address the intent behind search queries.
- Use natural language that matches how people engage with chatbots.
- Use contextually relevant phrases to help the AI understand what your topic is about.
GEO isn’t just one of the most relevant digital marketing trends to crop up in recent years; it’s critical to reaching your audience as technology continues to evolve.
Authenticity
Even before the rise of generative AI, people were growing tired of marketing content that felt sanitized and shallow. Simply advertising your products and services without making any sort of personal connection with your audience is likely to fall flat. People are more inclined to do business with brands they trust. And that means showing them your true self.
Share behind-the-scenes content showing off the real people behind your brand. This could be a video or photos of your team working, a quick interview with one of your employees, or a tour of your office. You could also interview leaders and other key members of your team for blog posts, giving readers a deeper look into the philosophy and processes that drive your company.
Authentic brands also engage with their audiences. They ask questions, listen, and respond to comments and criticisms. They are committed to being honest. Brands who build these authentic relationships will have more loyal customers.
Discover What Works for Your Business
Digital marketing may be changing, but with dedication and the right help, you can capitalize on the latest trends to propel your business forward. Meet your audience where they are. Tailor your content to what they’re looking for. Adapt to the growth of AI. And always be authentic.
Ready to see which digital marketing trends could transform your business this year? Let’s talk about how to put them into action in unique ways for your brand. Contact the creative marketers at Prime Advertising + Design to start engaging your audience on a deeper level.
