{"id":15641,"date":"2026-04-28T12:49:41","date_gmt":"2026-04-28T10:49:41","guid":{"rendered":"https:\/\/kg-media.eu\/?p=15641"},"modified":"2026-04-28T12:49:41","modified_gmt":"2026-04-28T10:49:41","slug":"digital-marketing-trends-what-to-expect-in-2026","status":"publish","type":"post","link":"https:\/\/kg-media.eu\/en\/blog\/digital-marketing-trends-what-to-expect-in-2026\/","title":{"rendered":"Digital Marketing Trends: What to Expect in 2026"},"content":{"rendered":"<p><span>Digital marketing trends for 2026 are shaped by AI, video, and Demand Gen campaigns that influence users before they even search.<\/span><\/p>\n<p><strong><span>Digital marketing no longer begins with search. It now starts with content discovery.<\/span><\/strong><\/p>\n<h2><strong>What Are Digital Marketing Trends in 2026?<\/strong><\/h2>\n<p><span>Digital marketing trends in 2026 mark a shift from a \u201csearch-first\u201d to a \u201cdiscovery-first\u201d model.<\/span><\/p>\n<p><span>They include AI-driven search, video-first strategies, and Demand Gen campaigns that create demand before users actively search.<\/span><\/p>\n<h2><strong>Why It\u2019s Important to Follow Digital Marketing Trends in 2026<\/strong><\/h2>\n<p><span>Keeping up with digital marketing trends helps brands adapt to changing user behavior and stay competitive.<\/span><\/p>\n<p><span>Without adapting:<\/span><\/p>\n<ul>\n<li><span>You miss the early stage of user interest<\/span><\/li>\n<li><span>Competitors engage users sooner<\/span><\/li>\n<li><span>Search loses its role as the primary channel<\/span><\/li>\n<\/ul>\n<p><span>In 2026, users make decisions before they even search \u2013 they discover content across multiple platforms first.<\/span><\/p>\n<p><span>If campaigns don\u2019t follow these trends, they won\u2019t capture existing demand, while competitors influence users during the research and decision-making phase.<\/span><\/p>\n<h2><strong>Key Trends from Admixer Digital Breakfast in Zagreb<\/strong><\/h2>\n<p><a ref=\"magnificPopup\" href=\"https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava.png\" class=\"fancybox\" ><img decoding=\"async\" class=\"aligncenter wp-image-15637 size-full\" src=\"https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava.png\" alt=\"Predavanje na Admixer Digital Breakfastu u Zagrebu o ROI strategijama u digitalnom marketingu\" width=\"1200\" height=\"800\" srcset=\"https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava.png 1200w, https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-300x200.png 300w, https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-1024x683.png 1024w, https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-128x85.png 128w, https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-375x250.png 375w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/a><\/p>\n<p><span>Key insights from <a href=\"https:\/\/admixer.media\/\" target=\"_blank\" rel=\"noopener\">Admixer Digital Breakfast<\/a> in Zagreb confirm that <strong>users make decisions before searching<\/strong>.<\/span><\/p>\n<p><span>Industry experts highlighted major shifts shaping digital marketing in 2026, with a focus on:<\/span><\/p>\n<ul>\n<li><span>AI applications in marketing<\/span><\/li>\n<li><span>Changing user behavior<\/span><\/li>\n<li><span>The importance of video and Demand Gen campaigns<\/span><\/li>\n<\/ul>\n<p><span><a href=\"https:\/\/kg-media.eu\/en\/\" target=\"_blank\" rel=\"noopener\">KG Media<\/a> attended the event and applies these insights to strategies that deliver measurable results.<\/span><\/p>\n<p><span>These trends reinforce the move toward a model where users discover content before searching.<\/span><\/p>\n<h2><strong>How User Behavior Is Changing<\/strong><\/h2>\n<p><span>Today, users <strong>discover content before searching<\/strong>, which means <strong>brands need to show up earlier in the customer journey<\/strong>.<\/span><\/p>\n<p><span>This means:<\/span><\/p>\n<ul>\n<li><span>Search is no longer the first touchpoint<\/span><\/li>\n<li><span>Decisions are made across multiple channels<\/span><\/li>\n<li><span>Brands must be present earlier in the journey<\/span><\/li>\n<\/ul>\n<p><span>For example, in tourism, users often discover destinations through videos and recommendations before searching for accommodation.<\/span><\/p>\n<p><span>Google integrates Search, YouTube, and Discover into a unified system where users explore, compare, and decide.<\/span><\/p>\n<p><strong><span>Search is no longer the primary growth channel, but the final stage of the user journey where decisions are confirmed.<\/span><\/strong><\/p>\n<h2><strong>How YouTube Drives Conversions<\/strong><\/h2>\n<p><span>YouTube drives conversions by helping users make decisions before searching.<\/span><\/p>\n<p><span>It combines four key user behaviors:<\/span><\/p>\n<ol>\n<li><span>Search<\/span><\/li>\n<li><span>Shopping<\/span><\/li>\n<li><span>Streaming<\/span><\/li>\n<li><span>Scrolling<\/span><\/li>\n<\/ol>\n<p><span>In Croatia, it reaches around 78% of the population, making it one of the most important digital channels.<\/span><\/p>\n<p><strong><span>YouTube is no longer just a platform for building visibility; it\u2019s a channel that directly influences purchase decisions and conversions.<\/span><\/strong><\/p>\n<p><span>Therefore, YouTube becomes a key channel that connects content discovery and conversions within the same user journey.<\/span><\/p>\n<h3><strong>Why Video Marketing Increases Conversions<\/strong><\/h3>\n<p><span>Video marketing increases conversions by helping users <strong>understand products before making a decision<\/strong>.<\/span><\/p>\n<p><span>In eCommerce, this means users get to know a product through video content before searching, which increases the likelihood of conversion.<\/span><\/p>\n<p><span>Combining brand and performance video activities increases unique reach and contributes to conversion growth. As a result, video becomes a key part of the strategy that complements search and influences decision-making.<\/span><\/p>\n<p><strong><span>How video impacts results:<\/span><\/strong><\/p>\n<ul>\n<li><span>Helps users understand the product<\/span><\/li>\n<li><span>Reduces uncertainty before purchase<\/span><\/li>\n<li><span>Speeds up decision-making<\/span><\/li>\n<\/ul>\n<p><span>Google states that campaigns using video formats see higher engagement and increased conversion growth compared to campaigns without video content.<\/span><\/p>\n<p><span>Video marketing increases conversions by enabling users to make decisions before they even search.<\/span><\/p>\n<h2><strong>What Are Demand Gen Campaigns and How Do They Work?<\/strong><\/h2>\n<p><span><a href=\"https:\/\/kg-media.eu\/blog\/google-demand-gen-kampanje\/\" target=\"_blank\" rel=\"noopener\">Demand Gen<\/a> campaigns are Google Ads campaigns designed to create demand before users start searching.<\/span><\/p>\n<p><span>Unlike campaigns that capture existing demand, Demand Gen works through: <\/span><\/p>\n<ul>\n<li><span>Video content<\/span><\/li>\n<li><span>Visual formats<\/span><\/li>\n<li><span>Feed-based recommendations <\/span><\/li>\n<\/ul>\n<p><span>They guide users into the decision-making process and move them closer to search and conversion.<\/span><\/p>\n<h3><strong>How Demand Gen Works<\/strong><\/h3>\n<p><a ref=\"magnificPopup\" href=\"https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-1.png\" class=\"fancybox\" ><img decoding=\"async\" class=\"aligncenter wp-image-15638 size-full\" src=\"https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-1.png\" alt=\"Prezentacija o Demand Gen kampanji na Admixer Digital Breakfastu u Zagrebu\" width=\"1200\" height=\"800\" srcset=\"https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-1.png 1200w, https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-1-300x200.png 300w, https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-1-1024x683.png 1024w, https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-1-128x85.png 128w, https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-1-375x250.png 375w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/a><\/p>\n<p><span>Demand Gen uses existing data and content to generate interest before search, with continuous testing and scalable reach.<\/span><\/p>\n<p><span>Creative approach: <\/span><\/p>\n<ul>\n<li><span>Repurpose existing content<\/span><\/li>\n<li><span>Continuously test creatives<\/span><\/li>\n<li><span>Use vertical formats <\/span><\/li>\n<\/ul>\n<p><span>On the targeting side, campaigns start from existing data and signals, which are then expanded through optimized models. This increases reach without sacrificing relevance.<\/span><\/p>\n<h3><strong>Steps in Demand Gen Campaigns<\/strong><\/h3>\n<ol>\n<li><strong><span>Analysis of existing data and signals<\/span><\/strong><\/li>\n<\/ol>\n<p><span>Campaigns start from first-party data and user behavior.<\/span><\/p>\n<ol start=\"2\">\n<li><strong><span>Adapting content into visual formats<\/span><\/strong><\/li>\n<\/ol>\n<p><span>Existing content is transformed into video and visual ads.<\/span><\/p>\n<ol start=\"3\">\n<li><strong><span>Continuous creative testing<\/span><\/strong><\/li>\n<\/ol>\n<p><span>Different messages, formats, and visuals are tested.<\/span><\/p>\n<ol start=\"4\">\n<li><strong><span>Expanding reach through signal-based targeting<\/span><\/strong><\/li>\n<\/ol>\n<p><span>AI identifies new users similar to existing audiences.<\/span><\/p>\n<ol start=\"5\">\n<li><strong><span>Optimization based on user behavior<\/span><\/strong><\/li>\n<\/ol>\n<p><span>Campaigns are adjusted according to engagement and conversions.<\/span><\/p>\n<h3><strong>Why Demand Gen Matters in 2026<\/strong><\/h3>\n<p><span>Demand Gen is essential because users no longer start the buying process with search, but earlier \u2013 during the content discovery phase.<\/span><\/p>\n<p><span>In 2026, interest is formed before clear intent, and decisions are shaped across multiple channels and formats.<\/span><\/p>\n<p><span>Google highlights that Demand Gen campaigns enable brands to reach users before the search phase, increasing overall conversion potential.<\/span><\/p>\n<p><span>While traditional campaigns capture existing demand, <strong>Demand Gen creates new demand and expands reach to relevant audiences<\/strong>.<\/span><\/p>\n<p><span>It allows brands to influence users before they form a clear purchase intent.<\/span><\/p>\n<h2><strong>How AI Is Transforming Digital Marketing in 2026<\/strong><\/h2>\n<p><span><a href=\"https:\/\/kg-media.eu\/en\/blog\/what-is-artificial-intelligence-ai-in-marketing\/\" target=\"_blank\" rel=\"noopener\">AI is transforming digital marketing<\/a> through automation, precise targeting, and real-time response generation.<\/span><\/p>\n<p><strong><span>Key changes driven by AI:<\/span><\/strong><\/p>\n<ol>\n<li><span>Automation of advertising through AI models (bidding, optimization)<\/span><\/li>\n<li><span>Targeting based on user signals and behavior<\/span><\/li>\n<li><span>Direct answer generation within search results without the need for clicks<\/span><\/li>\n<li><span>Growth of complex and conversational queries (5+ words)<\/span><\/li>\n<\/ol>\n<p><span>AI marketing enables users to access relevant information faster, often without additional searches or opening multiple pages.<\/span><\/p>\n<p><span>Users no longer search for broad terms but instead ask specific questions that AI systems directly interpret to deliver relevant solutions.<\/span><\/p>\n<p><span>According to Google research, <strong>queries with five or more words are growing faster than shorter ones<\/strong>, confirming the <strong>shift toward more detailed search behavior<\/strong>.<\/span><\/p>\n<p><span>In practice, this means users no longer search for \u201c<em>hotel Zadar<\/em>,\u201d but rather \u201c<em>hotel in Zadar with a pool near the beach<\/em>.\u201d<\/span><\/p>\n<p><strong><span>Content needs to answer specific questions<\/span><\/strong><span>, not just target keywords.<\/span><\/p>\n<p><span>AI-driven systems are becoming essential for real-time ad automation and optimization. <\/span><\/p>\n<h3><strong><span>Search + Performance Max Combination<\/span><\/strong><\/h3>\n<p><span>Combining Google Search and Performance Max improves advertising performance across the Google ecosystem.<\/span><\/p>\n<p><span>In 2026, artificial intelligence is no longer an add-on \u2013 it has become essential for achieving strong results. <strong>Google uses AI to deliver faster and more accurate answers, directly influencing advertising strategies and brand visibility.<\/strong><\/span><\/p>\n<p><span>Video assets play an important role in the performance of <a href=\"https:\/\/kg-media.eu\/blog\/performance-max-kampanje\/\" target=\"_blank\" rel=\"noopener\">Performance Max campaigns<\/a>. <strong>Advertisers who use at least one video see more conversions, with a recommendation to include at least three videos.<\/strong><\/span><\/p>\n<p><strong><span>For better results: <\/span><\/strong><\/p>\n<ol>\n<li><span>Use at least one video<\/span><\/li>\n<li><span>Ideally have three variations<\/span><\/li>\n<li><span>Combine search and discovery channels <br \/>\n<\/span><\/li>\n<\/ol>\n<h2><strong>FIFA World Cup 2026: What It Means for Advertising<\/strong><\/h2>\n<p><a ref=\"magnificPopup\" href=\"https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-2.png\" class=\"fancybox\" ><img decoding=\"async\" class=\"aligncenter wp-image-15639 size-full\" src=\"https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-2.png\" alt=\"Predavanje na Admixer Digital Breakfastu u Zagrebu o FIFA World Cup 2026 prilikama za ogla\u0161avanje\" width=\"1200\" height=\"800\" srcset=\"https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-2.png 1200w, https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-2-300x200.png 300w, https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-2-1024x683.png 1024w, https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-2-128x85.png 128w, https:\/\/kg-media.eu\/wp-content\/uploads\/2026\/04\/Web_Admixer-objava-2-375x250.png 375w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/a><\/p>\n<p>The FIFA World Cup 2026 requires early campaign planning, as the biggest results come before the event begins \u2013 along with increased competition and rising ad costs.<\/p>\n<p><span>The event has a strong impact across almost all industries due to high audience attention in behaviors such as search, streaming, scrolling, and shopping.<\/span><\/p>\n<p><strong><span>How to plan campaigns:<\/span><\/strong><\/p>\n<ol>\n<li><span>Launch campaigns at least 3 weeks in advance<\/span><\/li>\n<li><span>Prepare video and visual assets ahead of time<\/span><\/li>\n<li><span>Plan for a higher budget (CPC\/CPM increase)<\/span><\/li>\n<\/ol>\n<p><span>Due to increased competition, <strong>CPC and CPM are expected to rise<\/strong>, which requires proactive planning across all segments. Creative should be adapted to the context and user interest, with a recommendation to launch campaigns at least three weeks before the event begins.<\/span><\/p>\n<p><span>That\u2019s why it\u2019s essential to prepare campaigns in advance with strong visuals, video content, and flexible budget management.<\/span><\/p>\n<h2><strong>Key Digital Marketing Trends in 2026<\/strong><\/h2>\n<ol>\n<li><span>AI-driven search<\/span><\/li>\n<li><span>Video-first strategy<\/span><\/li>\n<li><span>Demand Gen campaigns<\/span><\/li>\n<li><span>Multi-channel funnel<\/span><\/li>\n<li><span>Early user influence<\/span><\/li>\n<\/ol>\n<h2><strong><span>What This Means for Brands<\/span><\/strong><\/h2>\n<p><span>Users now discover content before searching, meaning campaigns must start before intent forms.<\/span><\/p>\n<p><span>This includes video formats, AI-driven marketing, and a presence across multiple channels within the same ecosystem.<\/span><\/p>\n<p><strong><span>Brands that appear at this stage enter the user\u2019s consideration set during the research phase.<\/span><\/strong><\/p>\n<p><span>When planning campaigns in 2026, the focus should be on launching activities earlier and keeping up with digital marketing trends.<\/span><\/p>\n<p><span>Looking for a strategy that aligns with 2026 digital marketing trends and delivers real results? <a href=\"https:\/\/kg-media.eu\/en\/contact\/\" target=\"_blank\" rel=\"noopener\">Get in touch with the KG Media team<\/a>.<\/span><\/p>\n<h2><strong><span>FAQ<\/span><\/strong><\/h2>\n<h3><strong>How does AI change digital marketing?<\/strong><\/h3>\n<p><span>AI is transforming digital marketing through more precise targeting and real-time ad personalization based on user intent.<\/span><\/p>\n<h3><strong>How does YouTube impact conversions?<\/strong><\/h3>\n<p><span>YouTube influences conversions by enabling users to compare options and make decisions before purchase, rather than serving only for visibility.<\/span><\/p>\n<h3><strong>How to use video in Performance Max campaigns?<\/strong><\/h3>\n<p><span>Video in Performance Max campaigns increases reach across YouTube, Display, and Discover. Multiple variations enable testing and often drive more conversions.<\/span><\/p>\n<h3><strong>What is the difference between Demand Gen and search campaigns?<\/strong><\/h3>\n<p><span>Demand Gen campaigns create interest before search, while search campaigns target users with existing intent. The difference lies in the stage of the user journey where campaigns are activated.<\/span><\/p>\n<h3><strong>What are Demand Gen campaigns?<\/strong><\/h3>\n<p><span>Demand Gen campaigns are a type of campaign in Google Ads that generate interest and demand before users begin actively searching.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digital marketing trends for 2026 are shaped by AI, video, and Demand Gen campaigns that influence users before they even search. Digital marketing no longer begins with search. It now starts with content discovery. What Are Digital Marketing Trends in 2026? Digital marketing trends in 2026 mark a shift from a \u201csearch-first\u201d to a \u201cdiscovery-first\u201d&#8230;<\/p>\n","protected":false},"author":10,"featured_media":15644,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[927,1035,1013,1034,1036],"class_list":["post-15641","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-ai-marketing","tag-demand-gen","tag-digital-marketing","tag-digital-marketing-trends","tag-video-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Digital Marketing Trends: What to Expect in 2026 | KG Media<\/title>\n<meta name=\"description\" content=\"Discover the key digital marketing trends for 2026: AI, video, and Demand Gen. 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