Algorithms took over part of the work
Ad platforms are better at choosing audiences and bids. The specialist’s role shifts from manual setup to delivering strong data, creatives and strategy.
Three things that make the difference
- data: reliable tracking, CRM integration and customer-value signals,
- content: creatives and copy that answer real customer questions,
- trust: reviews, transparency and a consistent brand in every channel.
New channels beside proven ones
Google and Meta remain the base, with ChatGPT Ads, TikTok and visibility in AI answers added on top. Firms that connect these channels into one funnel and measure from first contact to sale win.
Marketing as a sales partner
In 2026 marketing is judged on revenue, not reach. That is good news for companies that want to know where every budget euro goes.