The marketers thriving in 2026 aren't the ones with the biggest budgets—they're the ones who learned to move fast when 2025 kept changing the rules.

2025 taught me something important: the best-laid plans mean nothing if you can't adapt when the landscape shifts beneath you.

We started the year with a clear roadmap. Then tariffs disrupted supply chains and pricing strategies in the first half of the year, forcing every marketing dollar to work harder. By fall, iOS 26 changed how messages reach consumers overnight. Texas regulations, around compliance and send permissions, created confusion across the industry. The playbook we all thought we'd follow? It was rewritten multiple times.

But here's what I learned—the brands that thrived weren't the ones with the most resources. They were the ones who could spot each shift and move quickly to meet the moment. When iOS 26 threatened to filter messages into obscurity, our two-tap™ technology kept communications landing where they belonged. When Texas regulations left marketers scrambling, we worked directly with the Attorney General's Office to provide clarity.

These challenges reshaped how I think about what matters most heading into 2026. But I also know I'm not alone in this recalibration. Marketing leaders across the industry have spent the past year making tough decisions, adapting strategies, and emerging with hard-won clarity about what truly drives results.

That's why I wanted to hear directly from the leaders who've been in the trenches alongside us—not for bold predictions, but for honest priorities. What are they focusing on after a year of constant adaptation? Where are they choosing to invest their energy? What lessons from 2025 are shaping how they approach 2026?

These are the practical, real-world strategies that come from leading through uncertainty and coming out stronger on the other side.

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Owned channels and customer data

Thoughts from Kait Stephens, CEO and Founder of BRIJ

For Kait, 2026 comes down to one fundamental shift: brands need to own their customer data and the channels they use to reach them.

"A lesson we learned in 2025 is not to rely on rented channels," she explains. "Algorithms can change, costs can rise, and platform focuses will shift."

That philosophy shapes her three top priorities: first-party data as the foundation for direct customer relationships, optimizing for LLMs as a new form of search, and investing in social commerce channels like TikTok Shop where customers already are.

But the biggest untapped opportunity? "The post-purchase experience, for sure. Most brands still focus 90% of their spend on pre-purchase, despite having this high-leverage opportunity in post-purchase around onboarding, education, cross-sell, and retention."

Her advice to other marketers? 

"Build the system, not the hacks. Ensure you have strong data foundations, a unified customer experience, and clear attribution—don't just focus on quick wins."

- Kait Stephens, CEO and Founder of BRIJ

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Capturing intent and adapting to AI-driven discovery

Thoughts from Blake Imperl, SVP of Marketing at Digioh

Blake's heading into 2026 focused on collecting meaningful data early in the customer journey—through quizzes, guided shopping, and interactive prompts that help people share what they're actually looking for. "Attention is harder to earn, competition is high, and visitors expect the site to adjust to them quickly. Understanding intent earlier helps every part of the customer journey."

While many marketers are doubling down on digital, Blake's leaning into something unexpected: in-person interaction and printed media. "As AI-generated content floods digital channels, physical touchpoints feel more distinctive and often more memorable."

At Digioh, they're also pulling back on large brand awareness campaigns. "We're reducing large, generalized brand campaigns. Instead, we're allocating resources to channels and programs that connect with buyers who are already evaluating solutions."

The bigger shift Blake's seeing? How consumers are using AI themselves. "Consumers are using AI tools to research products, compare brands, solve issues, and validate fit. This pushes brands to reconsider how they show up in those environments."

His advice? 

"Operate from a clear understanding of your customers and your brand. Trends will come and go, but staying grounded in who you serve makes it easier to decide which approaches are worth pursuing."

- Blake Imperl, SVP of Marketing at Digioh

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AI discipline and outcome-focused marketing

Thoughts from John Surdakowski, Founder of Avex Designs 

John cuts through the AI hype with characteristic directness: "AI hasn't 'transformed' our operation overnight, and anyone claiming that is selling a fantasy."

What it has done is force discipline. Avex recently replaced an outside contractor with an AI product that analyzes customer data, cutting costs in half. "Before we spend real money or hire another person, we now stop and ask a simple question: Can AI handle this, or at least reduce the manual drag?"

The pressure John's feeling isn't just economic—it's psychological. "When business owners feel uncertain, they pull back and take fewer risks." That's shifted Avex's strategy toward outcomes rather than inputs. "We've been reshaping our messaging and our offers to reflect that. Tighter deliverables, cleaner outcomes, flexible terms, and a focus on what improves the business."

On martech consolidation, John sees the market splitting: "Smaller DTC brands with weaker recognition are absolutely consolidating their tech stack. The larger brands, the ones with real momentum and strong brand presence, are still investing in best-in-class, specialized tools because those tools let them move faster and stay ahead."

His advice after two decades of disruption? 

"Stability is temporary and disruption is cyclical. Every 10 years or so, you'll need to rebuild parts of your business. The businesses that survive are the ones that see around corners, take calculated risks, and adjust quickly when the data tells them to."

- John Surdakowski, Founder of Avex

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What These Priorities Tell Us About 2026

Listening to these leaders, a few themes emerge clearly.

1. Fundamentals matter more than ever

Whether it's owning your data, understanding customer intent, or focusing on outcomes, the priorities for 2026 aren't flashy—they're foundational. After a year of constant adaptation, marketing leaders are investing in infrastructure that won't crumble when the next shift comes.

2. AI's real value is in discipline, not transformation

The leaders seeing results aren't the ones chasing AI for its own sake. They're using it to force smarter decisions, reduce manual drag, and stay lean. And they're preparing for a world where customers use AI to evaluate brands, even if the transformation isn't here yet.

3. Customer relationships are the only sustainable moat 

From first-party data to post-purchase experiences to understanding intent early, these priorities all point toward the same truth: in an uncertain environment, the brands that own their customer relationships—not just rent attention—are the ones built to last.

4. Adaptation isn't optional 

Every leader here learned the same lesson in 2025: plans change, channels shift, and the ability to move quickly matters more than having the perfect strategy. The question for 2026 isn't whether disruption will come—it's whether you're building an operation flexible enough to handle it.

The brands that thrive won't necessarily be the ones with the biggest budgets or the most sophisticated tech stacks. They'll be the ones that understand what truly drives results and have the discipline to focus there, even when everything around them is shifting.

That's the real lesson from 2025—and the real opportunity heading into 2026.