Marketing in 2026: Staying relevant in a changing landscape

As we approach the start of another new year, one thing is sure: marketing will continue to evolve. Next year is expected to bring even more changes to how we communicate, reach audiences, and promote brands. Here is a look at five of the more interesting trends in search, social media, web design, and PR, along with our experts’ advice to keep your brand relevant.

Search: AI overview

You’ve likely noticed a wealth of information appear at the top of the page in response to your Google searches in its AI Overview. Did you stop there? In 2026, we expect an even higher percentage of searches to end with Google’s AI Overview results. Still, we think marketers can and will get better at elevating their brands to be included in the overviews.

According to research, 80% of consumers resolve 40% of their searches without going beyond the search results page, and paid Click Through Rates have fallen by 68%.

We asked Aaron Harris, S&A’s digital strategist, what marketers should be doing to ensure their brands don’t get left out.

“To show up in AI overviews, you need pages that machines can read and ideas they can summarize cleanly. That means solid structured data under the hood and explanations that build from one idea to the next, not scattered keywords or one-off lines trying to game the system,” he explained.

Social Media: Hashtag strategy

Social media has always been a marketing area that changes quickly. A best practice yesterday may no longer be effective for your next campaign. According to Planable’s research, the way hashtags are used on social media is significantly changing. Hashtags were an excellent tool for visibility and for hacking the algorithm to ensure your posts are seen by as many as possible. Now, the algorithm no longer pushes posts just because you include 10-15 hashtags in the caption.

“Social media posts used to be littered with hashtags in hopes of getting seen by as many users as possible. The algorithm continues to change, and it doesn’t value hashtags the way that it used to. I recommend companies review the Planable guide and start using hashtags more meaningfully,” Jordan (JV) Vansiclen, Social Media Manager, S&A Communications, said.

Hashtags aren’t dead, and they can still anchor conversations when used correctly.

Websites: Minimalist design

Clean, minimalist website design enhances performance, usability, accessibility, and sustainability. Research shows that simplified layouts improve task completion, reduce errors, and increase user satisfaction. Eliminating visual clutter lightens users’ cognitive load, improves navigation, boosts comprehension, and supports accessibility through a consistent, structured hierarchy. Streamlined design and code make websites load faster, reducing energy consumption and lowering maintenance costs and complexity.

“Minimalism isn’t necessarily about doing less—it’s about designing with intent, making sure every element and every function creates a better human-computer experience,” S&A’s Creative Director Teresa Kriegsman commented.

PR: Micro media targets

It isn’t new that the traditional media landscape has been shrinking for years. However, there are new opportunities that – while maybe not completely taking traditional media’s place – are providing many targeted alternatives PR professionals can get excited about. And there are more of these anticipated to emerge. Think Substack, podcasts, newsletters, bloggers, and micro influencers.
“We’ve already pitch vetted, niche podcasts that can effectively reach the audiences our clients want, giving us new ways to position them as thought leaders,” Megan Heater, S&A senior account executive/media specialist. “We expect to see more of these kinds of micro media outlets in the coming year – and are excited for the possibilities they offer.”
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PR: Crisis and reputation readiness

In today’s fragmented media environment, crises don’t wait for traditional news coverage—they surface first on social platforms, internal channels, and niche media, often in real time. That’s why crisis and reputation management can’t be reactive or relegated to a binder on a shelf. Organizations need clear decision-making authority, pre-approved response frameworks, aligned messaging across owned and earned channels, and ongoing reputation monitoring that blends AI tools with human judgment. According to the 2024 Edelman Trust Barometer, 63% of consumers expect CEOs to speak publicly during a crisis, reinforcing that silence or delay can damage trust faster than the issue itself. The brands that prepare, communicate with transparency, and move decisively are the ones that protect credibility—and recover stronger.

Final note

Regardless of marketing trends, the most important things to keep in mind are to know what matters to your customers (and prospects); develop and maintain your brand voice, look, and feel; and market with integrity. Oh, and seek professional marketing guidance so you can stay focused on running your business. Let’s talk about marketing. Send us a message.