With the surge of Artificial Intelligence and changing consumer expectations, marketing practices are evolving faster than ever. To stay competitive, it is now essential to anticipate these shifts and follow the 2026 marketing trends.

This article reviews the new best practices to adopt and explains how to leverage them to:

• boost audience engagement,
• optimize your campaigns,
• and make the most of tomorrow’s marketing tools.

SUMMARY

• 1. The growing importance of CRM to activate your audience
• 2. Interactive marketing as a driver of marketing performance
• 3. AI for enhancing personalization in marketing
• 4. Omnichannel strategies to better engage your audience
• 5. Performance tracking for real-time optimization
• Marketing glossary

In 2026, CRM becomes a key lever to activate and engage your audience. With the gradual phase-out of third-party cookies and the rise of privacy regulations, first-party data is more valuable than ever. Brands must rely on their CRM to centralize this information, better understand their customers, and deliver personalized, relevant interactions based on their expectations and progression through the sales funnel.

A robust CRM allows precise audience segmentation, anticipates their needs, and launches targeted campaigns that drive higher engagement and conversions. CRM data also helps to enhance multichannel campaigns, accurately measure the impact of marketing actions, and continuously optimize customer journeys.

3 tips to make the most of your CRM

• Centralize all customer data, whether from digital channels, retail, or your existing CRM.
• Segment your audience to deliver relevant messages to each profile.
• Automate personalized campaigns based on behaviors and purchase history to maximize engagement and conversions.

In 2026, interactive marketing becomes a key element for capturing attention in a saturated landscape. Consumers now expect engaging, playful, and personalized brand experiences. Traditional formats are losing impact: static content is no longer enough to drive engagement, generate qualified leads, and build long-term loyalty.

Gamification, through quizzes, surveys, contests or gamified experiences, allows you to create multiple touchpoints and gather valuable data. These interactions enhance the customer experience, boost brand recall, and encourage social sharing, amplifying campaign reach.

By integrating interactivity into every key marketing moment, brands can turn traditional campaigns into memorable interactions while enriching their CRM and deepening customer insights.

3 tips for effective interactive marketing

• Clearly define the objective of each campaign (engagement, data collection, conversion).
• Choose interactive mechanics suited to your audience profile and the key marketing moment.
• Measure and analyze each interaction to adjust campaigns in real time and maximize performance.

In 2026, consumers expect personalized, tailor-made experiences: messages, offers, and content must align with their specific needs. Artificial intelligence is transforming how brands interact with their audiences. Personalization is becoming more precise and dynamic. Campaigns no longer rely on static segments but adapt in real time to each consumer’s behaviors, preferences, and interactions.

By refining marketing personalization, AI improves open rates, click-through rates, and conversions, while also boosting customer loyalty. Brands can thus anticipate needs, offer relevant recommendations, and maximize the impact of every marketing touchpoint.

3 tips for combining AI and CRM

• Use dynamic segmentation to tailor messages and offers to each user.
• Automate personalization while ensuring message consistency with the brand image.
• Test and analyze content variations to continuously optimize engagement and campaign performance.

In 2026, omnichannel approaches become a central pillar of effective marketing strategies.. Consumers naturally move between channels—social media, email, websites, physical stores, or mobile apps. The line between online and offline is blurring; every interaction contributes to the overall customer relationship. Brands must therefore deliver a seamless and consistent experience at every touchpoint to boost engagement and drive conversions.

The challenge is to create a seamless journey where each channel complements the others.. For example, a customer might discover a product through an Instagram story, try it in-store, and complete the purchase on the e-commerce site. Omnichannel isn’t just about being present on multiple channels; it’s about orchestrating their interaction to immerse the audience in the brand world and create memorable, personalized experiences.

3 tips for adopting an omnichannel approach

• Map customer journeys to identify all relevant touchpoints.
• Align messaging and experiences across all channels to maintain consistency.
• Leverage cross-channel data to personalize interactions and anticipate consumer needs.

In 2026, performance tracking becomes a crucial strategic element.
Brands now have access to more data and powerful analytical tools, enabling real-time measurement of each campaign’s effectiveness. This level of detail allows for instant adjustments to content, channels, and strategies to maximize impact. Data-driven decisions replace the guesswork that once dominated marketing, allowing continuous optimization of ROI.

The major shift lies in combining traditional marketing KPIs marketing (open rates, clicks, conversions) with new metrics related to the customer experience and engagement (time spent on content, interactions, cross-channel journeys). Brands that can analyze and interpret these indicators can now respond quickly to consumer behavior and adapt their messaging and media strategy to stay effective year-round.

3 tips for adopting real-time KPI tracking

• Define clear KPIs aligned with your marketing and business objectives.
• Use consolidated dashboards to visualize performance across all channels.
• Implement A/B testing and continuously adjust campaigns to maximize their effectiveness.

CRM (Customer Relationship Management): a system that centralizes all customer interactions and data to better understand their needs, personalize communications, and optimize marketing actions.

Dynamic segmentation: a method that automatically adjusts audience segments based on recent behaviors and interactions.

Interactive marketing: a strategy to engage users through participatory content (quizzes, surveys, games, immersive experiences).

Gamification: the use of game mechanics in a marketing context to boost engagement and loyalty.

Marketing AI: the use of artificial intelligence to analyze customer data and automate personalized marketing actions.

Behavioral personalization: an approach that tailors messages and offers based on each user’s behavior and preferences.

Omnichannel: a strategy that integrates all touchpoints (online and offline) to deliver a consistent customer experience.

Cross-channel customer journey: the path a consumer takes across multiple channels before converting.

KPI (Key Performance Indicator): a metric measuring the performance of a specific marketing campaign or channel.

Real-time optimization: the act of immediately adjusting marketing campaigns based on collected results and data.

2026 marketing trends place personalization and automation at the heart of strategies. CRM and artificial intelligence are becoming key allies to enhance performance and maximize campaign impact. With LeadSense, our intelligent profiling solution, you can analyze your audience’s behavior and create ultra-targeted experiences designed to generate better business results!