Trends to watch in 2026: A Hull marketing agency’s prediction

Below, we explore one key prediction for each of our core service areas – insights designed to help brands future-proof their presence and performance.

Website development: Personalisation takes centre stage

In 2026, websites will continue the shift from static spaces to dynamic, adaptive experiences powered by personalisation.

Rather than presenting the same content to every visitor, websites will increasingly tailor user journeys in real time – from page layouts to product recommendations to messaging tone.

Think of it as treating your website as something that can grow with your audience. It’s not merely a digital brochure that serves as a final destination, but rather the entry into an online community that’s unique to every user.

Dan Murphy, Digital Director

Digital marketing: Search beyond the search engine

Search isn’t just Google anymore – it includes AI summaries, voice assistants, social media platforms such as TikTok, and zero-click answers. Your content must be structured so both humans and AI engines can find and pull it easily.

It means brands will need to optimise not just for keywords on Google but for intent across multiple environments, with GEO continuing to rise alongside traditional search.

The winners will be those who understand where their audience is and accept that success is no longer about just “ranking” but about being present across the entire discovery journey.

Ed Rex, Head of Digital

Content marketing: Short, sharp and scroll-stopping

I’ve already written about the rise in hyper personalisation, so instead I’ll say short-form video content will continue to dominate.



In 2026, blog posts alone won’t carry the load – they need to be paired with snackable videos like Reels, Shorts and TikTok. The good news is that audiences no longer expect these to be polished. User generated content that looks and feels authentic is now the go-to for content creators, even on more professional platforms like LinkedIn – which opens up possibilities for even the smallest brands or the tightest budgets.

At the same time, static text is giving way to interactive formats like quizzes, polls and calculators that invite participation. Therefore, treat your blog as a hub, surrounded by micro-videos and interactive tools that help audiences explore and act on the content.

Matt Holden, Content Marketing Manager

Communications and PR: Transparency = trust

We’re living in a time of digital mistrust and it’s a pattern we’ve seen before. When Photoshop went mainstream, people thought great photographs were edited. During the rise of the influencer, genuine reviews were dismissed as paid placements.

The same is happening with AI and audiences are questioning the authenticity of what they see and read. Therefore, the most effective comms strategies in 2026 will blend AI efficiency with an unmistakably human voice.

Brands, organisations and businesses that succeed will be those that sound less corporate and more conversational, with messaging less polished and storytelling more honest. Transparency builds trust – and trust is the differentiator that matters.


Laura Greendale, Director

Creative design: Adding motion to the mobile-first movement

Bold simplicity is more essential than ever given how much content is now consumed on small screens. Think high-contrast colour palettes, large expressive fonts and stripped back layering. On top of this is a push for fast-paced, production-friendly design with simplified templates that can be edited by non-designers, allowing teams to produce high volumes of content without losing visual consistency.

Designing from scratch is now seeing a shift towards motion-first design. Brands are increasingly looking for visuals with movement baked in from the start – and with static assets focusing on speed and efficiency, creatives will be free to focus on motion-based short-form video and social formats.

Natalie Coulson, Head of Creative

Advertising: Quality over quantity

The advertising boom that started during Covid shows no signs of slowing down. The addition of AI tools means audiences will continue to see more adverts than ever before. And most of them will be bland, boring and instantly forgettable.

The real value will still come from understanding your audience and connecting with them in a way that builds trust. Focus on being relevant and authentic and helping your audiences to feel a connection. To do that, it’s more about what you’ve got to say, and not how many times you want to say it.

Miria Cowperthwaite, Media Account Manager

Print and production: Sustainable by design

We’ve already seen the increase in sustainability as a key consideration for marketers and that is only set to continue in 2026. Businesses are now treating sustainability as a key part of their brand rather than an afterthought, driven by a rise in eco-conscious customers across all sectors.

As a print marketing agency, we’re predicting even more demand for our FSC-certified and recycled papers and vegetable-based inks this year, particularly within the education sector where printed materials are required in large volumes for prospectuses and keep warm campaigns.

For exhibitions and signage, modular exhibition stands and reusable display systems are replacing single-use builds, extending lifespan and lowering long-term costs. This shift is part of a broader move towards designs that offer flexibility in messaging while still reducing carbon footprint.

Marcus Thorpe, Studio Account Manager

The results

Across every service or sector, the pattern is clear: audiences want more. More relevance, more participation, more authenticity, more immersion.

As a Hull-based full-service marketing agency, we’re seeing AI increasingly involved in all areas of marketing, but the best opportunities come for businesses prepared to balance the efficiency of this technology with the authenticity and understanding that only people can bring.

If you’d like help shaping your 2026 strategy, our team is ready to guide you into what’s next.