7 big shifts shaping marketing in 2026

This latest thought piece was written by Becky Reardon, Managing Director, Embrace Marketing. Becky has 17 years’ experience in brand and marketing strategy, mostly working in or with life sciences and healthcare organisations.

Marketing has been evolving rapidly over the past couple of years, so it seems timely to share some of the biggest shifts I’ve seen shaping the effectiveness of marketing efforts. These are some of the most important areas, in my opinion, that should be high up on any marketer’s radar.

Digital self-serve continues to increase

Prospective buyers now expect seamless, self-serve experiences with more time being largely spent on digital search. A depth of research across digital channels and comparisons (increasingly with AI) without speaking to a salesperson is on the increase. Buyers want more control, speed and convenience.

This means that marketers must create digital journeys which answer questions, reduce friction and build trust before a sales conversation even begins. The brands forging ahead in 2026 are those investing in better websites, interactive content, customer education and service/product-led experiences that help prospects move independently through the buying journey.

PR is on an upsurge due to AEO and GEO

Public relations are becoming one of the most valuable channels in modern B2B marketing because AI-driven search experiences rely heavily on trusted third-party mentions and authoritative sources.

As Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) grow, brands need visibility in credible publications, podcasts, interviews and expert commentary to influence how AI systems surface information.

PR is no longer just about awareness – it directly impacts discoverability in AI-generated answers and recommendation engines, making earned media an absolutely critical part of digital strategy.

In fact, recent research by Gartner predicts that, by 2027, mass adoption of public LLMs as a replacement for traditional search will drive a 2x increase in PR and earned media budgets.

The powerful search trio: AEO, GEO and SEO

Traditional SEO is evolving rapidly as AI changes how people search for information. Instead of simply ranking on Google, brands now need to optimise content for answer engines, AI assistants and generative search experiences.

AEO focuses on structuring content so that it can be surfaced in direct answers, while GEO is about ensuring brands appear accurately and positively within AI-generated responses. SEO still matters, but successful marketers in 2026 are combining all three approaches to maximise visibility across search engines, AI tools and conversational platforms.

Decision-making cycles are long – and it’s getting tougher to win

Economic uncertainty, larger buying committees and increased scrutiny on budgets mean sales cycles are becoming significantly longer. Buyers are taking more time to evaluate suppliers, compare options and justify investment decisions internally.

Winning new business now requires stronger nurturing strategies, better education and more consistent engagement throughout the customer journey. Brands that remain visible and helpful over time are far more likely to stay in consideration when buyers are ready to make a decision.

Brand, customer experience and retention matter more than ever

As acquiring new customers becomes more expensive and competitive, businesses are shifting greater focus towards retention, loyalty and customer experience. In crowded markets where products and services can look similar, brand perception and customer relationships become key differentiators.

Companies that invest in clear positioning, consistent messaging and exceptional customer experiences are seeing stronger long-term growth because satisfied customers not only stay longer but also become advocates who drive referrals and trust.

Better measurement is informing better decisions

Marketing teams are under increasing pressure to prove commercial impact, leading to a stronger focus on measurement and attribution. Advances in analytics, CRM integration and AI-powered insights are helping businesses connect marketing activity more directly to revenue outcomes.

Instead of relying solely on vanity metrics like clicks and impressions, marketers are focusing on pipeline contribution, customer lifetime value, retention and influenced revenue. Better measurement is allowing businesses to make smarter decisions, optimise budgets and demonstrate the true value of marketing investment.

AI is speeding up processes

AI is dramatically increasing the speed and efficiency of marketing operations. From background campaign research to personalisation and reporting, AI tools are helping teams produce more work in less time.

But the real opportunity is not simply to do more, faster – it’s about enabling marketers to spend more time on strategy, creativity and customer understanding. Businesses that use AI effectively are streamlining repetitive tasks while still maintaining human insight, originality and brand authenticity.

Embrace Marketing is a specialist branding and digital marketing agency for life sciences and healthcare organisations. Our purpose is to enable organisations to advance forward with high-performance brand, digital and marketing solutions that help achieve long-term business growth. 

For more on Embrace Marketing, please visit https://embracemarketing.co.uk/healthcare-digital-marketing-agency/