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2026: Marketing Rules Shift, Experts Predict

A forward-looking analysis of 2026 in advertising, marketing, and digital media highlights a fundamental shift driven by generative AI. Search and content discovery move away from keyword rankings toward AI-generated answers, with first‑party data and data sovereignty becoming hard currencies for visibility. Community-first and serial content formats are identified as growth levers, while authenticity and human touch remain essential as automation increases. The rise of agentic AI means brands must be legible to AI interfaces and governance becomes a key KPI in trust and transparency. Canva’s 2026 design trends emphasize collaboration with AI, authenticity, and controlled creativity, and Pinterest Predicts 2026 urges brands to favor personal interpretation over rapid trend chasing. Across commerce, PR, and media, credibility, structured data, and measurable outcomes become central to growth, rather than pure automation alone.

What Marketers Want from Merz

German marketers welcome a forthcoming coalition with clear demands to strengthen Germany as a digital location. FRAUWENK surveyed industry experts who call for faster digitalization, modern, innovation-friendly frameworks, and support for firms guiding the digital transition. The AI Pact is described as the world’s first AI law, aiming to protect civil rights while fostering innovation. Participants emphasize the need for a standalone Digital Ministry led by Karsten Wildberg (former MediaMarkt/Saturn chief). The survey highlights broader priorities: upgrading digital infrastructure (including widespread 5G and fast Internet), expanding digital competencies in education, and accelerating administrative digitization. Voices also argue for easier access to capital, better conditions for startups and freelancers, and coherent European regulation on data, AI, and online platforms. While optimism about reform is rising, surveys show meaningful skepticism about delivering progress within a single legislative period.

LinkedIn Tops Info Sources for Digital Leaders

FRAUWENK conducted an online survey in Nov–Dec 2023 with 53 decision-makers from the DACH digital economy to understand which information sources influence business decisions. LinkedIn was named the top information source by 66% of respondents, ahead of personal conversations (42%) and newsletters (40%). Trade magazines fell to 34%, while events and podcasts captured 28% and 26%, respectively. Only about 10% reported making a business decision shortly before the survey based on LinkedIn input, and 61% cited personal conversations and recommendations as decisive factors. The article notes that, despite LinkedIn's primacy, impulses from these sources seldom directly trigger decisions. It also highlights LinkedIn features such as the Media Planning API and Sponsored Articles as potential tools for B2B lead generation and information sharing, and includes perspectives from Andrea Buzzi (CEO of FRAUWENK) and Josephine Wick Frona (Head of Marketing DACH, HubSpot) on LinkedIn’s ongoing growth and impact. The study’s small sample size limits representativeness.