Today, Digitlab officially launched the Insight 2026 report at The Digital Marketing Conference, offering a forward-looking view into the digital strategies that will define success in the coming year. Among the many insights shared, the report highlights key digital marketing trends to watch in 2026. The research is clear: the brands gaining the most ground are simplifying their tech stacks, consolidating systems, and moving with greater clarity.
A New Digital Reality: Less Tech, More Strategy
Over 150 business leaders across Africa contributed to the survey behind Insight 2026, and a strong theme emerged: complexity is holding companies back.
While many brands have spent years expanding their marketing technology stacks, 2026 is ushering in a more disciplined approach. High-performing businesses are actively streamlining their tools, aligning teams across fewer platforms, and focusing on actionable data.
“The businesses growing fastest are doing less, but doing it better,” says Mike Saunders, CEO of Digitlab. “It’s not about chasing the next big platform. It’s about building systems that work together, underpinned by real-time insight.”
Key Trends from the Insight 2026 Report
AI Is Being Embedded, Not Just Tested. Businesses are moving beyond AI pilots and fully integrating AI into customer journeys, analytics, and marketing operations.
Smaller MarTech Stacks Are Outperforming Larger Ones. Companies with leaner, more connected systems are showing greater confidence in their digital decision-making.
Content Is Getting More human. Storytelling, creator-led content, and authenticity are overtaking overly polished brand campaigns.
Digital Confidence Is on the Rise. Businesses that prioritise data-led strategy report greater clarity, stronger performance, and faster go-to-market capabilities.
Expert Perspectives to Help You Lead in 2026
Insight 2026 also includes exclusive insights from leading digital thinkers. Highlights include:
- Mike Saunders – Confidence Is the New Digital Currency: How Trust and Confidence Drive Business Growth in 2026
- Bronwyn Williams – Late-Stage Hyperbrand
- Andrew Gillett – In the Right Place, At the Right Time: How Real-Time Context Supercharges Area-Based Advertising
- Dan Brocklebank – The Organic Social Trap: Why Brands Keep Measuring Community Management Like Performance Marketing
- Eoin McGuiness – The AI Revolution Has Already Won: Why 2025 Is the Year Startups Leave Traditional GTM Behind
- Jean-Pierre – Living ‘Reality’ Costs Less Than ‘Make-Believe’. And You Better Believe It!
- Jochen Bischoff – Why Marketing Needs a New Measurement Mindset in an Age of Uncertainty
- Paul Walker – From Ads to Authenticity
- Shreya R. Nambiar – Why CMPs Are Critical for Ads & Privacy in 2026
- Tiffany Markman – Deliberate Wonk: How Strategic Imperfection Will Win the Internet in 2026
Each contributor offers insight into the mindset, systems, and creative shifts that will shape marketing in the year ahead.
Join the Conversation:
Insight 2026: Digital Marketing Trends Live Webinar on 27 November
To dive deeper into the findings, Digitlab is hosting a live webinar:
When: 27 November @ 11:00 am – 12:00 pm SAST
Where: Livestorm Webinar
Cost: Free (registration required)
Hosted by Taweni Gondwe Xaba, the session will feature Mike Saunders presenting the survey findings, followed by a panel discussion with the report’s contributors.
Register now to explore the digital marketing trends that will shape 2026.
Want more insight?
Explore our full Digital Trends Report and see how to align your brand with tomorrow’s marketing landscape.
