Screen Reader Mode Icon Check SCREEN READER MODE to make this survey compatible with screen readers. Brandwatch's 2026 Trends Survey Each year, marketing professionals from all around the world contribute to Brandwatch's research. Your insights help shape our reports on the trends and challenges that matter most to marketers. Have your say below in less than 5 minutes – answers are anonymous unless you opt to share your details. OK Question Title * 1. Which trends do you think will impact digital marketing in 2026? (Select all that apply). Social commerce (e.g. social-native purchasing, live selling/shopping) Nostalgia marketing (e.g. retro or throwback trends) AI-driven marketing (e.g. automated ads, real-time content customization) Social listening (e.g. using social media data for consumer insights) Deinfluencing culture (e.g. calling out bad products or overconsumption) Authentic, unpolished content (e.g. behind-the-scenes or anti-perfection content) Employee-generated content (e.g. CEOs, senior leadership, and staff as creators) Gamified loyalty programs (e.g. points or perks systems) Micro-indulgence culture (e.g. marketing small, feel-good purchases) Shifts in search behavior (e.g. consumers using social/LLMs as their search engine, optimizing content for AI) Brands going off-brand on purpose (e.g. breaking brand rules for cultural relevance) Audio-first marketing (e.g. podcasts, voice content) Other trend(s) (tell us what you predict): OK Question Title * 2. How has your role as a marketer evolved in recent years? (Select how your focus on each activity has changed over the past 2-3 years). I spend less time on it I spend about the same time on it I spend more time on it Data analysis and interpretation Data analysis and interpretation I spend less time on it Data analysis and interpretation I spend about the same time on it Data analysis and interpretation I spend more time on it Managing AI and automation tools Managing AI and automation tools I spend less time on it Managing AI and automation tools I spend about the same time on it Managing AI and automation tools I spend more time on it Content creation & strategy Content creation & strategy I spend less time on it Content creation & strategy I spend about the same time on it Content creation & strategy I spend more time on it Social media management Social media management I spend less time on it Social media management I spend about the same time on it Social media management I spend more time on it Compliance and privacy issues Compliance and privacy issues I spend less time on it Compliance and privacy issues I spend about the same time on it Compliance and privacy issues I spend more time on it Stakeholder and project management Stakeholder and project management I spend less time on it Stakeholder and project management I spend about the same time on it Stakeholder and project management I spend more time on it Community building Community building I spend less time on it Community building I spend about the same time on it Community building I spend more time on it Email marketing Email marketing I spend less time on it Email marketing I spend about the same time on it Email marketing I spend more time on it Traditional advertising Traditional advertising I spend less time on it Traditional advertising I spend about the same time on it Traditional advertising I spend more time on it OK Question Title * 3. What are the most important skills for marketers in 2026? (Select all that apply). AI & automation tools Data analysis & visualization Content creation Community management & engagement Privacy & compliance knowledge Cross-platform content optimization Influencer management Social listening and consumer research Brand management Other skills (tell us which ones): OK Question Title * 4. How do you feel about the way marketing is evolving? Very positive: I'm excited about the changes Somewhat positive: There are more opportunities than challenges Mixed feelings: I’m both excited and concerned Somewhat negative: There are more challenges than opportunities Very negative: I’m concerned about the changes I want to elaborate: OK Question Title * 5. Which tools are most essential to marketing success right now? (Please select up to 5 tools). Email marketing platforms AI tools (ChatGPT, Claude, Midjourney, etc.) CRM systems Advertising platforms (Meta, Google Ads, etc.) Content creation tools (Canva, Adobe, etc.) Video creation and editing tools Analytics platforms (Google Analytics, etc.) Social listening/monitoring tools Marketing automation platforms Social media management tools SEO and keyword research tools Project management tools Other tools (tell us which ones) OK Question Title * 6. How well do you think your organization knows its target audience(s)? Very well: We have deep insights into their needs, behaviors, and motivations Somewhat well: We understand the basics but are missing some key insights Neutral: We have adequate knowledge but there's significant room for improvement Somewhat poorly: We have limited understanding and often make assumptions Very poorly: We lack meaningful insights into our audience(s) OK Question Title * 7. What are your biggest challenges in understanding your target audience(s)? (Select all that apply). Understanding changing behaviors Predicting future needs or behaviors Turning data into actionable insights Finding new or niche audiences Understanding the "why" behind customer decisions Segmenting audiences effectively Integrating data from multiple sources Getting access to quality audience data Other challenges (please specify): OK Question Title * 8. What's the one thing you want your organization to prioritize in 2026? OK Question Title * 9. Happy being quoted in our report? If yes, please share your name, title, and company below. OK DONE
