I’m supposed to be writing about what 2026 holds for marketing technology. The problem? I can barely tell you what next Tuesday will look like. And frankly, that should excite and terrify in equal measure.

I’ve spent more years than I care to admit in this martech business, and I’ve never witnessed anything quite like the past six months. If you blinked during the summer of 2025, you missed about three industrial revolutions. Yes, AI is the culprit. No, I won’t apologise for mentioning it. It’s here..

The Great Code Extinction Event

Here’s where things get weird. Throughout 2025, I’ve been working alongside developers building SaaS and web apps using low-code and no-code platforms. The speed is genuinely unhinged. An MVP that would have taken weeks? Now it’s an afternoon’s work. I watched someone spin up a functional prototype before lunch. They also had time for a proper lunch, not the sad desk sandwich that used to accompany development sprints.

This leads me to what I’m calling the New Rules of Engagement.

Rule One: Stop Talking, Start Building

Remember the good old days of client presentations? Those glorious 80-page documents that could double as doorstops? The slide decks that required their own table of contents? All those hours spent crafting the perfect proposal, only to hear “interesting, but what it would actually look like?”

We recently threw that entire playbook in the bin. For one project, we skipped straight to building a working prototype. No deck. No document. Just, “Here, play with it.” The client could click buttons, test flows, and actually understand what they were buying. The discussions went from theoretical to practical overnight. We built that prototype in under two days, and we didn’t write a single line of code.

Don’t tell, show. Don’t propose, prototype. The old advertising adage just got a turbo boost.

The Identity Crisis Is Real

The people landscape in martech is shapeshifting faster than a Marvel character. We used to have a clear profile: part marketer, part technologist, probably learned to code on the job because we had to. I spent early 2025 learning n8n automation like it was the future. Then a colleague looked at me with genuine pity and said, “Why? Next year nobody will be using code.”

Extreme? Perhaps. Directionally accurate? Absolutely.

The new breed arriving in martech doesn’t follow the old path. They’re goal-focused, platform-agnostic, and they see code the way some see algebra: technically useful but hopefully avoidable.

When Everyone’s a Builder, Who Needs Builders?

Here’s where I need to pour one out for the micro-agencies and solo consultants. For years, we’ve watched SMBs convince themselves they could handle everything in-house. ChatGPT writes copy! Canva does design! CapCut edits video! Social media solves everything! (Narrator: It doesn’t.)

We nodded along, believing they’d eventually need professionals. But what happens when those same SMBs discover they can build their own websites in an afternoon using Lovable or Replit? When they can create booking systems in hours? When they realise a CRM isn’t mystical technology but something they can cobble together over a long weekend?

I’m connected with nearly 100 solo suppliers and small agencies in this space. They are busy and optimistic. When I ask about their roadmaps, I get a lot of thoughtful pauses. Nobody wants to plan for a landscape that’s redrawing itself weekly.

The Big Beasts Are Getting Nervous

Now for the really entertaining part: watching the giants respond. Adobe, Salesforce, Microsoft, Mailchimp—the subscription royalty who’ve built empires on monthly recurring revenue. They’re looking at a market that’s increasingly thinking, “Or I could just build it myself.”

Am I starting to see cracks in the subscription armour? Suddenly, “lifetime access” deals are popping up like daisies. One-time payments for tools that used to cost you in perpetuity. Even free offers. Is this panic? Strategy? A bit of both? My money’s on the latter. These aren’t desperate moves—they’re tactical retreats while the big players figure out where the new battlefield actually is.

The smart money seems to be shifting from “our software is valuable” to “your data and audience are valuable.” It’s not the IP, it’s the subscriber list. Watch this space.

(Today’s) Conclusion

I set out to write a forward-looking piece about 2026. But the truth is, predicting martech trends right now is like forecasting weather patterns inside a tornado. The best I can offer is this: hold onto something sturdy and enjoy the chaos.

The destination? Who knows. But the journey? It’s absolutely exhilarating—provided you’re paying attention and willing to unlearn everything you thought you knew about how this industry works.

For everyone in martech right now, my advice is simple: build your crows-nest into a daily habit. Check your coordinates constantly. The map is being redrawn as we sail, and the only real mistake would be assuming it’ll look the same tomorrow as it does today.

Now, if you’ll excuse me, I need to learn whatever replaces no-code by next month.

What’s your take? Are you building, buying, or just trying to keep up? Let’s commiserate in the comments.

Reviving the FAQ Page: A Key to Answer Engine Optimisation (AEO)

In the age of AI-powered search, traditional SEO is evolving. Search engines are no longer just looking for keywords; they’re trying to understand user intent and provide direct answers. This shift demands a renewed focus on Answer Engine Optimisation (AEO), and the humble FAQ page is poised for a remarkable comeback.

Why FAQ Pages Are AEO Powerhouses:

• Direct Answers: FAQ pages are inherently structured around questions and answers, mirroring the format of many AI-powered search results (think Google’s featured snippets).
• User Intent: They directly address common user concerns, and clearly understand customer needs and pain points.
• Rich Data: FAQ pages provide valuable data to search engines, helping them understand the topics and questions relevant to your business.
• Improved User Experience: Well-crafted FAQs provide quick and easy access to information. This will improve user satisfaction and reduce customer support inquiries.

AEO Best Practices for FAQ Pages:

• Keyword Research: Identify the most frequently asked questions your target audience posts. Use tools like Google Trends and keyword research tools to uncover relevant search terms.
• Comprehensive Coverage: Address a wide range of questions, from basic enquiries to more complex issues.
• Concise and Clear Answers: Keep answers brief, informative, and easy to understand. Use bullet points and numbered lists to improve readability.
• Schema Markup: Implement Schema.org markup to help search engines understand the structure of your FAQ page and display your answers in rich snippets.
• Regular Updates:  Review and regularly update your FAQ page to ensure accuracy and constantly address new questions.
• Promote Your FAQ Page: Link to your FAQ page from relevant pages on your website, such as your contact page and support pages.

Beyond Traditional FAQs:

• Interactive FAQs: Consider incorporating interactive elements like chatbots or interactive quizzes to engage users and provide a more personalized experience.
• Video FAQs: Create short, informative videos to answer common questions visually.
• Blog Posts with FAQ Sections: Integrate dedicated FAQ sections within relevant blog posts to provide in-depth answers and address specific user concerns.

The Future of AEO

As AI continues to evolve, AEO will become increasingly important. By embracing the power of FAQ pages and implementing the strategies outlined above, businesses can improve their search visibility, enhance the user experience, and maintain a competitive edge in the digital landscape.

Sound Techniques Don’t Die

The FAQ page, once considered a static afterthought, is poised for a resurgence as a key element of AEO. By carefully crafting and optimising your FAQ content, you can position your business to thrive in the age of AI-powered search and deliver a superior user experience.

Disclaimer: This blog post is for informational purposes only and does not constitute financial, legal, or professional advice.

I’m sure we’ve all been there,  crafting an important post that you’re sure will captivate your audience… but it gets lost in the endless scroll of AI-generated posts, a sea of content churning out faster than you can click. 

I love AI, but content overload has arrived, and if we’re all making more and more posts, then just posting more is not the answer. We need to break free from the swarm – it’s time to switch gears and create something unforgettable. Here are some bold, scroll-stopping tactics to ensure your brand doesn’t just blend in but shines out from the AI avalanche.

1. Prioritise Quality Over Quantity

• Shift your focus from cranking out constant posts to curating high-quality, impactful messages. Thoughtful, well-researched, and deeply resonant content will distinguish you in a sea of AI-generated sameness.

2. Leverage Storytelling with a Unique Voice

• AI can generate content, but it can’t capture your unique story. Share personal anecdotes, behind-the-scenes moments, or founder’s insights to create emotional connections with your audience. Authenticity resonates and keeps people coming back for more.

3. Create Interactive Experiences

• Use quizzes, polls, and interactive infographics to engage your audience actively. Interactive posts feel less like “content” and more like an invitation to participate, helping your message stick.

4. Use Unexpected Formats

• Stand out by testing lesser-used formats: try short, dynamic audio clips, vibrant carousel posts, or short, well-edited video loops. Content that’s visually striking or designed with a unique format is more likely to stop the scroll.

5. Hyper-Personalisation with Micro-Segmentation

• AI can help you create, but it can also help you analyse. Use it to segment your audience based on hyper-specific traits or behaviours. Craft tailored messages that feel uniquely relevant to each subgroup, making them feel you’re speaking directly to them.

6. Use Humour and Surprise

• Inject humour or an element of surprise into your content to disrupt the norm. A well-placed joke or a bold, playful twist in your messaging can turn heads in the most crowded feeds.

7. Play with Emotions and Curiosity

• Content that evokes curiosity or emotion—whether excitement, nostalgia, or inspiration—tends to grab attention. Lead with open-ended questions or intriguing “what if” scenarios that hook your audience from the start.

8. Show Real People and Real Moments

• In a world of polished AI, realness stands out. Use unfiltered photos, client testimonials, or employee highlights to bring your brand to life. People connect with faces, stories, and relatable moments.

9. Break Patterns with Visual Design

• Don’t be afraid to get bold with design. Instead of uniform branding, use contrasting colours, asymmetry, or unusual fonts to stop the scroll. The pattern-breaking design will naturally draw the eye.

Generative AI might make it easy to create content, but it’s the creative, human touch that will ensure your brand’s voice cuts through the noise. Invest in originality, emotion, and relevance, and you’ll give your audience a reason to pause—and pay attention.

For marketing technology, the last ten years have been a breathless race onward and upwards. Marketing is no longer a place for technophobes – if it ever was.

I’ve been considering the significant milestones of the decade. Each one represents a dramatic step for brands, but the scale, speed and rate of change have been logarithmic. One increment piles on another and multiplies its effect.

Let’s take a look at each milestone, in reverse order:

10. Privacy Regulations and Data Security

• GDPR and CCPA Compliance: Privacy regulations, such as GDPR in Europe and CCPA in California, have transformed data management practices. Compliance is now essential, pushing brands toward transparent data collection and handling.
• Cookieless Future: The shift away from third-party cookies has led to an increased focus on first-party data and alternatives for ad tracking and targeting, encouraging brands to rethink data strategies.

9. 5G and Mobile-First Marketing

• Enhanced Mobile Experiences: The rollout of 5G has boosted mobile video, live streaming, and AR/VR experiences, allowing brands to deliver richer, more interactive mobile content.
• Mobile-First Content Strategy: With mobile now the primary device for internet access, brands prioritise mobile-optimised content, from websites to ads and social media.

8. Blockchain and Decentralised Marketing

• Data Privacy and Transparency: Blockchain technology offers solutions for data security, fraud prevention, and transparency, allowing consumers to control their data and helping brands build trust.
• Tokenised Loyalty Programs: Some brands have experimented with blockchain-based loyalty programs, using tokens to reward customers securely and transparently.

7. Social Commerce

• In-App Purchasing: Social media platforms like Instagram, Facebook, and TikTok introduced in-app shopping features, allowing users to purchase products without leaving the app, blending social engagement and e-commerce.
• Influencer Marketing Tech: Technology now powers sophisticated influencer marketing strategies, using analytics to measure influencer impact, campaign ROI, and audience demographics.

6. Augmented Reality (AR) and Virtual Reality (VR)

• AR-Powered Experiences: AR has enhanced the customer experience, especially in retail. From trying on clothes virtually to seeing how furniture fits in a room, AR has added a new dimension to brand interaction.
• VR for Immersive Marketing: VR has been used for immersive storytelling, allowing customers to engage deeply with a brand’s story, like touring a car’s interior or virtually attending live events.

5. Voice Search and Smart Assistants

• Voice-Activated Search Optimisation: With the rise of smart assistants like Amazon Alexa and Google Assistant, optimising for voice search has become critical. Brands now adapt SEO strategies to accommodate the conversational nature of voice searches.
• Voice Commerce: Smart assistants have also paved the way for voice-driven commerce, where consumers use voice commands to make purchases or reorder products.

4. Programmatic Advertising and Real-Time Bidding (RTB)

• Automated Media Buying: Programmatic advertising enables marketers to buy ad space in real time based on data-driven targeting. It’s made advertising more efficient and data-focused, with AI playing a large role in optimising bids and 

3. Data Analytics and Customer Data Platforms (CDPs)

• Data Centralisation: CDPs have emerged as central data hubs, unifying data from multiple sources to provide a comprehensive view of each customer. This centralization enables better segmentation, targeting, and personalisation.
• Predictive Analytics: Marketers use predictive analytics to forecast customer behaviour, identify high-value prospects, and optimise campaigns, increasing ROI.

2. Marketing Automation

• Workflow Automation: Platforms like HubSpot, Marketo, and Pardot have streamlined email marketing, social media, and other channels. Automation allows for better segmentation, nurturing, and scheduling, making it easier to engage customers at different stages of the buying journey.
• Lead Scoring and Nurturing: Automation tools now offer lead scoring capabilities, allowing sales teams to focus on high-quality leads and nurture them with automated, personalized content.

1. Artificial Intelligence (AI) and Machine Learning

• AI-Powered Personalisation: AI-driven algorithms, especially in e-commerce and digital advertising, have made it possible to deliver highly personalised experiences, improving engagement and conversions.
• Chatbots and Conversational AI: Brands now use AI-powered chatbots for real-time customer service, lead generation, and engagement, providing 24/7 interaction and support.
• Marketing content and collateral production: Even micro businesses can now generate sophisticated materials without the need for large teams or the use of expensive sub-contractors.

The next 10?

These steps are more than individually significant, but cumulative. Take AI, the most recent martech impact: add this to say, data analytics and social commerce, and the result can be many times more powerful than the sum of the parts.

We’re on the cusp of an even more eventful decade for Marketing Technology. Fasten your seatbelt for an amazing ride.