Marketing in 2026: The Questions Answered

As marketing continues to evolve, many businesses are asking similar questions about visibility, AI, and how people now discover brands online. The good news is that the answers are far more practical than they might sound.

Here are the questions that many organisations are asking us as we head into 2026.

How do I get my website to show in ChatGPT and AI searches?

This is currently one of the most common questions we’re asked.

AI platforms like ChatGPT don’t work in the same way as traditional search engines. They don’t rank websites in the usual sense. Instead, they present information back to people based on clarity, authority, relevance and consistency across the web.

To improve your chances of being referenced, recommended and listed:

• Publish clear, well-written content that answers real questions
• Be specific about what you do, who you help and where you operate
• Build authority through expertise, case studies and trusted sources
• Keep your website and content up to date

AI can easily spot brands that communicate well and consistently through their website and social media.

Do I need to optimise my content differently for AI than for Google?

Not really, but the focus is shifting.

Strong SEO practice still matter, but optimisation in 2026 is less about keywords and more about meaning. AI results and listings tend to favour content that is:

• Easy to understand
• Well structured
• Helpful rather than promotional

If your content genuinely answers user questions, it is already moving in the right direction for both Google and AI-driven platforms. This means you have to be in touch with what people are more likely to ask within your sector, so listening is also important.

Can AI replace my website?

No. In fact, the opposite is true.

Your website remains the source of information, personality and shop front for your business. AI tools mostly find relevant details on websites to verify information, understand services and assess credibility before it presents it back to the user.

A fast, clear and well-structured website is the way forward and this will:

• Support AI discovery
• Build trust with users
• Act as the foundation for all other marketing channels

AI may guide people to you, but your website is where decisions are made. This is when your impressions and click rate matter and they can tell their own story.

Is SEO still worth investing in for 2026?

Yes, but SEO in 2026 looks more human than ever.

Search is increasingly conversational. People ask full questions, not short phrases. That means content should be written for people first, middle and last, with structure and clarity that search engines and AI tools can interpret.

SEO is no longer just about traffic. It’s about visibility, relevance and trust.

How important is content now that AI can generate it?

More important than ever.

While AI can generate content quickly, it can’t replace genuine expertise, lived experience or brand voice. Businesses that rely solely on generic AI content risk blending into the background.

Original content that reflects real insight, personality and understanding is what stands out both to users and AI platforms.

Is email marketing still relevant in 2026?

Absolutely.

Email marketing continues to grow because it’s one of the few channels businesses truly own. There are no shifting algorithms, no reliance on third-party platforms, and no competition for attention in the same way as social feeds.

In 2026, successful email marketing is personal, well-timed and useful rather than sales-heavy. We have seen a big shift over the last few months of emails being successful in lead generation. But as always, the message has to be on point and the data needs to be relevant and usually to those people who actually want to see your updates and messages.

It’s a long-term relationship tool, not a quick win.

With social media changing so much, should I still invest in it?

Yes, but with the right mindset.

Social media hasn’t stopped working; it’s just evolving alongside user behaviour. Platforms change because users change how they consume content.

Rather than chasing trends, the focus should be on:

• Understanding your audience
• Sharing content that adds value
• Showing up consistently

Social media works best when it supports your wider digital presence, not when it’s treated as a standalone solution. Take a look at our recent article looking towards social media in 2026.

What should businesses focus on most going into 2026?

Strong foundations.

The brands that perform best in 2026 will be those that:

• Have a clear message
• Maintain a reliable website
• Produce helpful, well-written content
• Build trust over time

The tools may evolve, but the fundamentals remain the same.

Is digital marketing becoming harder?

It’s becoming more considered, not harder.

There are more platforms and more touchpoints, but that simply means businesses need to be clearer about who they are and how they communicate. Digital marketing in 2026 rewards consistency, honesty and usefulness.

Does print still have a place in marketing as we move into 2026?

Yes and in some cases, it’s becoming more powerful.

As digital platforms become busier and more automated, well-considered print can feel more intentional and memorable. Print isn’t competing with digital; it works best when it complements it.

In 2026, print is most effective when it:

• Supports a wider digital journey (QR codes, personalised URLs, clear calls to action)
• Reinforces brand credibility, professionalism and looks and feels good
• Cuts through digital noise with something tangible and well designed

Brochures, direct mail, event materials and branded print still play a major role, particularly when paired with strong digital touchpoints. Like everything else in marketing, print has evolved and it is more targeted, more strategic and more integrated than ever.