New research reveals where marketers are investing in 2026 and how AI and digital trends are reshaping strategy.

WASHINGTON: Clutch research shows marketers are entering 2026 with growing budgets, strong optimism and a sharper focus on measurable results. Sixty percent of small businesses plan to increase marketing spend, and 78% of marketers feel positive about the year ahead, signaling purposeful investment rather than cutbacks.

“Marketers are confident and investing with purpose,” said Anna Peck, Clutch analyst. “Teams are reallocating spend to meet rising expectations for ROI and changing customer behavior.”

Budgets Are Growing, and Optimism Is Driving Investment

Marketing teams are entering 2026 with stronger growth ambitions and a focus on flexibility. Eighty-five percent expect budget adjustments as priorities shift, favoring restructuring over cuts. Nearly half (48%) plan to move over half of their budget to digital channels, reflecting a push toward performance-driven tactics.

Rising ROI pressure, shifting customer behavior and the need for agile planning are driving these changes.

Digital Channels Rise, AI Expands, and Traditional Media Declines

Marketers plan to increase investment in content marketing and SEO (45%), digital advertising (43%), branding and creative development (41%), and sponsorships and strategic partnerships (35%). Traditional media is declining, with about a third expecting to cut spend on TV, print, radio, or out-of-home. AI adoption is growing, with 61% using it for data analysis, media planning, or personalization, though 83% plan to allocate less than 20% of their total budget to AI tools.

“Marketers see AI as practical and useful but are investing with intention rather than scale,” Peck said.

Confidence Remains High, yet Proving Impact Is a Growing Challenge

Seventy six percent of marketers feel confident their current mix supports organizational goals, yet 34% say their biggest challenge is proving direct impact on revenue or measurable outcomes. Leadership support remains strong, with 72% saying leadership is open to new ideas when presented with clear reasoning and projected results.

The full report is available on Clutch.

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Fonte: Business Wire