South Africa, Jan. 21 -- Marketing is entering a structural reset. Linear funnels, click-based metrics and standalone platforms are giving way to adaptive, AI-driven ecosystems shaped by fragmented consumer behaviour and rising expectations of relevance.

6 ways brands need to rethink marketing in 2026

From campaigns to continuous presence

Marketing is undergoing a fundamental shift in mindset. Instead of optimising isolated campaigns, brands must now show up consistently across every touchpoint. AI is accelerating this change, reshaping how customers discover, evaluate and engage with brands.

"Once we talked about delivering the right message, in the right channel, at the right time, but in 2026 we need to be "on message" everywhere, ...