In 2025, marketing evolution was the name of the game, and it certainly kept brands busy. AI was adopted at breakneck speed across multiple platforms, video dominated, social commerce became a clear focus, and brands had to deal with privacy changes alongside multiple Google updates. Developments in search and SEO forced brands to consider content compatibility for AI Overviews (AIO), and there was a requirement to reconsider how content served real audiences, and not just search engines. As we begin to navigate 2026 and strategies come to fruition, complex industries can no longer rely on visibility. They need to prove that they matter.
In collaboration with iDHL, we’ve created a 2026 Marketing Trends Report, which explores the main considerations for marketers looking to elevate their strategy for the upcoming year. We’ve dissected this further with complex industries in mind, providing useful insights to help brands navigate a year where authenticity, engagement and partnership are what will create a successful depth of marketing. A brand’s marketing effectiveness has never been more about its operating model than it is today, and creating synergy between strategies is imperative for success.
Establishing a direct channel of communication
Our Trends Report highlights that AI’s hyper-convenience is increasing the distance between brands and their consumers. Being able to access immediate information through AIO and chat interfaces reduces click-through rates and the chance for complex industries to interact and build trust with their audience. To combat this, re-establishing a direct connection is key for 2026, especially for community-based organisations. Optimising direct channels to re-initiate connection with both prospective and existing audiences is imperative as we prepare to go full circle. In doing so, considering brand and performance convergence will help to elevate direct marketing efforts and build credibility. Our work with TSSA directly reflects the idea of re‑establishing a direct connection for a membership-based organisation by building a central digital hub to improve engagement with existing members and prospects.
As Richard Broughton, Brand and Strategy Director, points out in the report, capturing demand whilst building emotional connection needs to work in tandem; it’s no longer as effective to focus on one over another. Complex industries facing regulation and reputational risk, would do well to consider how their content connects with their audience through transparency. Credibility is not only a competitive advantage but a necessity, and marketing that invests in brand building will not only help to increase direct connection and engagement but also reduce costs in the long run as consumers build trust.
Moving away from traditional marketing models
Traditional marketing is historically more siloed, less reactive, and lacks the two-way communication required to build trust between brands and consumers in a digital-first landscape. Larger, complex industries are typically more engrossed in traditional marketing, as not only is change a slow process, but multiple stakeholders and long decision cycles inhibit fast-paced decision-making. A consequence of this is often a lack of strategic alignment, which can have a big impact on how authentic a brand is perceived to be.
One huge benefit of moving away from traditional marketing operating models is that you start to open up the conversation. You stop shouting your message to your target market and instead look to connect with them through a variety of platforms.
Our Report highlights trust as the ultimate differentiator for 2026. With the idea that people buy from people, marketing that adds personality to your brand will be well-received. Throw out the idea that content needs to be polished and perfect, as this is the year for unedited vulnerability. Think behind-the-scenes, the people, and the reality of innovation; showcasing authentic content across your marketing channels encourages conversation and ultimately builds trust. Our work with The Solent Cluster showcases a comprehensive brand and communications strategy for a coalition in a highly scrutinised sector designed to educate, drive sign-ups and create dialogue around decarbonisation, rather than relying on distant, corporate-style announcements.
How can modern marketing make an impact in complex sectors?
We know that fragmented, channel-first marketing structures are no longer sufficient. Complex industries need to focus on where they can move the needle, utilising modern, cross-channel marketing approaches. Creating an insight-led strategy that is built for scrutiny and pace will prove effective in the current landscape, providing defensible activities that withstand analysis from regulators, boards and stakeholders. In addition, insights that you can stand behind are useful for breaking down silos, opening up the conversations between internal stakeholders, and signalling a clearer brand vision.
Complex sectors heavily rely on customer trust, whether that’s centred around data security, privacy or mitigating risks. Gaining trust is never a quick win, especially as customers are scrutinising more than ever before. Building brand trust has always mattered, but in 2026 our Report shows that brands must actively prove their value to win and retain customers. This means embedding authenticity into your strategy through genuine customer experiences, transparent sustainability efforts, trusted reviews and user-generated content. Just as importantly, brands must be clear and open about how they use AI, ensuring it supports credibility rather than undermining it.
Another way in which complex industries can make an impact is to be mindful of the power that organic search holds in 2026. Our Report explores the US market and its historical reliance on paid search, but the emergence of LLMs and AI-led discovery is quickly rewriting this hierarchy. Many organisations may rely on paid advertising to reach key decision-makers and strengthen authority, which is a useful strategy, but when complemented by an organic strategy, the results speak for themselves. Our Lloyd’s Register case study demonstrates precisely how cross-channel marketing between paid and organic can modernise marketing and drive lucrative results.
What should leaders prioritise to accelerate marketing in 2026?
Whilst marketing models are indeed unique to every brand and often up for interpretation (especially within industries where multiple stakeholders are prevalent), the 2026 marketing trends highlighted in our report are clear. In addition to what we’ve already covered above, complex industries benefit from models that support confident, insight-led decision-making that appeases multiple stakeholders and blending channels to achieve clarity over future strategies. Quality over quantity is a key takeaway for leaders to prioritise in 2026, especially in a landscape where customers are more discerning than ever. What can you pull from your content that resonates and promotes authenticity, credibility and trust?
In conclusion:
Be transparent around your use of AI
Remove silos where possible and align marketing strategies
Produce real, authentic content that isn’t too polished and perfect
Treat organic search as a strategic growth engine
Pair brand and performance tactics to help lower the cost of being chosen by customers.
Elevate your marketing strategy in 2026
For broader insights, download the full 2026 Marketing Trends report.
If you’re looking to bring clarity to your 2026 priorities and understand how these trends apply to your sector, we’re offering a complimentary 2026 marketing strategy consultation. Book in with a member of our strategy team today.