Growth Through Partnerships
Most hybrid users plan to expand, not consolidate, vendor relationships in 2026.
This highlights a trend toward performance support through strategic external expertise.
Strategic Takeaways for 2026
Strategic emphasis for marketers in 2026 will be on:
- Building trust not just capability, especially amid digital noise.
- Using AI responsibly — not just to automate but to strengthen personalization and consumer experience.
- Focusing spend on measurable, high-return channels while optimizing budgets.
- Leveraging hybrid internal/external teams and partners to scale capability.
Iridio by RRD (2025). 2026 Marketing Predictions Report. Surveyed 600 U.S. marketing leaders on trends, challenges, and investment priorities shaping 2026 strategies, including budget pressures, technology adoption, and channel spend focus.
