{"id":1986,"date":"2026-10-10T02:57:16","date_gmt":"2026-10-10T00:57:16","guid":{"rendered":"https:\/\/leadthemood.com\/?p=1986"},"modified":"2026-10-14T01:28:52","modified_gmt":"2026-10-13T23:28:52","slug":"digital-marketing-trends-2027","status":"publish","type":"post","link":"https:\/\/leadthemood.com\/en\/blog\/digital-marketing-trends-2027\/","title":{"rendered":"Digital marketing trends 2027"},"content":{"rendered":"<style>.ltm-editorial-2027{overflow:visible}.ltm-editorial-2027 .ltm-ed-intro{font-size:1.2em;line-height:1.65}.ltm-editorial-2027 figure{margin:32px 0}.ltm-editorial-2027 figure img,.ltm-editorial-2027 figure video{display:block;width:100%;height:auto;border-radius:12px}.ltm-editorial-2027 figcaption{font-size:13px;line-height:1.6;margin-top:12px;opacity:.85}.ltm-editorial-2027 figcaption a{font-size:inherit;line-height:inherit;overflow-wrap:anywhere}.ltm-editorial-2027 .ltm-ed-wide,.ltm-editorial-2027 .ltm-ed-pair{width:min(1080px,calc(100vw - 48px));position:relative;left:50%;transform:translateX(-50%)}.ltm-editorial-2027 .ltm-ed-pair{display:grid;grid-template-columns:1fr 1fr;gap:24px;margin:32px 0}.ltm-editorial-2027 .ltm-ed-pair figure{margin:0;min-width:0}.ltm-editorial-2027 .ltm-ed-motion{max-width:600px;margin:32px auto}.ltm-editorial-2027 .ltm-ed-index{padding:24px 28px;margin:32px 0;background:var(--lm-card,rgba(127,127,127,.08));border-radius:14px}.ltm-editorial-2027 .ltm-ed-index ol{margin-bottom:0}.ltm-editorial-2027 .ltm-ed-index li{margin-bottom:8px}.ltm-editorial-2027 h2[id]{scroll-margin-top:110px}.ltm-editorial-2027 .ltm-ed-embed iframe{display:block;width:100%;aspect-ratio:16\/9;border:0;border-radius:12px}.ltm-editorial-2027 .ltm-ed-note{font-size:13px;line-height:1.65;opacity:.75;margin-top:40px}@media(max-width:600px){.ltm-editorial-2027 .ltm-ed-pair{grid-template-columns:1fr;gap:28px}.ltm-editorial-2027 .ltm-ed-index{padding:20px}.ltm-editorial-2027 .ltm-ed-intro{font-size:1.08em}} .ltm-editorial-2027 a{font-size:inherit;line-height:inherit}.ltm-editorial-2027 .ltm-ed-table{overflow-x:auto;margin:28px 0}.ltm-editorial-2027 .ltm-ed-table table{width:100%;min-width:560px;border-collapse:collapse;font-size:15px;line-height:1.6}.ltm-editorial-2027 .ltm-ed-table th,.ltm-editorial-2027 .ltm-ed-table td{text-align:left;vertical-align:top;padding:14px 12px;border-bottom:1px solid rgba(127,127,127,.25)}.ltm-editorial-2027 .ltm-ed-table th{font-weight:700}.ltm-editorial-2027 .ltm-ed-route{display:grid;grid-template-columns:1fr 1fr;gap:16px;margin:32px 0}.ltm-editorial-2027 .ltm-ed-route>div{padding:24px;background:var(--lm-card,rgba(127,127,127,.08));border-radius:12px}.ltm-editorial-2027 .ltm-ed-route span{display:block;font-size:32px;color:#f09099;line-height:1;margin-bottom:16px}.ltm-editorial-2027 .ltm-ed-route strong{display:block;font-size:19px}.ltm-editorial-2027 .ltm-ed-route p{font-size:15px;line-height:1.6;margin:8px 0 0}@media(max-width:600px){.ltm-editorial-2027 .ltm-ed-route{grid-template-columns:1fr}}<\/style>\n<div class=\"ltm-editorial-2027\">\n<p class=\"ltm-ed-intro\">Behind the digital marketing trends for 2027 is a rather uncomfortable question. If your latest post disappeared tomorrow, would anyone miss anything? An idea, an explanation, a way of seeing things. Filling channels is easy enough. Making a brand matter takes a little more craft.<\/p>\n<figure class=\"ltm-ed-wide\"><img width=\"1400\" height=\"1399\" src=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-2.png\" class=\"attachment-full size-full\" alt=\"Illustrated megaphone on a pink background with Oatly lettering designed by Andreas Pedersen\" loading=\"eager\" decoding=\"async\" fetchpriority=\"high\" srcset=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-2.png 1400w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-2-901x900.png 901w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-2-1000x1000.png 1000w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-2-750x750.png 750w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-2-400x400.png 400w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>A brand voice you can see as well as hear. Illustration and lettering by Andreas Pedersen for Oatly US, published in 2021. <a href=\"https:\/\/www.behance.net\/gallery\/127732507\/Oatly-Digital-Propaganda\" target=\"_blank\" rel=\"noopener\">Original project on Behance<\/a>.<\/figcaption><\/figure>\n<p>To prepare for 2027, we propose eight priorities connecting recognition, discovery, trust and sales. Some respond to a documented change, such as AI search experiences; others are recommendations for how to work, such as turning a campaign into a system you can test and improve. We&#8217;ll study brands with plenty of personality and adapt their decisions to a business with finite resources. Art direction matters. Where your visitors end up matters too.<\/p>\n<p>This is our editorial selection for planning 2027, written in October 2026. The examples are real projects from earlier years and retain their dates and credits. We use them to analyse approaches for the year ahead, without presenting old campaigns as future launches or attributing results we haven&#8217;t documented.<\/p>\n<p>If you&#8217;re looking for inspiration specifically for the feed, carousels and short video, start with our <a href=\"https:\/\/leadthemood.com\/en\/blog\/social-media-trends-2027\/\">social media trends for 2027<\/a>. Here, we take a wider view: how that content fits into a digital marketing strategy that can support a business.<\/p>\n<nav class=\"ltm-ed-index\" aria-label=\"Digital marketing trends contents\"><strong>Eight priorities to prepare for 2027<\/strong><\/p>\n<ol>\n<li><a href=\"#brand-voice-2027\">A recognisable brand voice across every channel<\/a><\/li>\n<li><a href=\"#search-ai-2027\">Content prepared for search and AI answers<\/a><\/li>\n<li><a href=\"#human-evidence-2027\">Human evidence and commitments people can verify<\/a><\/li>\n<li><a href=\"#participation-2027\">Communities with tools to take part<\/a><\/li>\n<li><a href=\"#connected-experiences-2027\">Experiences connecting physical and digital spaces<\/a><\/li>\n<li><a href=\"#creative-testing-2027\">Creative assets that let you test ideas<\/a><\/li>\n<li><a href=\"#email-relationships-2027\">Email and direct relationships with an editorial promise<\/a><\/li>\n<li><a href=\"#product-conversion-2027\">The product as a reason to engage and buy<\/a><\/li>\n<\/ol>\n<\/nav>\n<h2 id=\"brand-voice-2027\">1 A brand voice that survives a change of format<\/h2>\n<p>One of our recommendations for 2027 is to work on personality before multiplying posts. It&#8217;s easy to confuse activity with brand building. You can produce five reels, three advertisements and a newsletter every week, with each looking as if it came from a different company. The calendar will look lovely. Brand recall, rather less so.<\/p>\n<p>Andreas Pedersen&#8217;s <em>Oatly Digital Propaganda<\/em> brings together illustrations, GIFs and lettering commissioned by Oatly&#8217;s US team for emails, banners and other digital channels. Published in 2021, it remains a useful reference for continuity between tone and drawing. The irregular lettering, textures and compositions have a recognisable intention. Personality arrives before you start reading the small print.<\/p>\n<figure class=\"ltm-ed-motion\"><img width=\"1400\" height=\"1399\" src=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-0.png\" class=\"attachment-full size-full\" alt=\"Oatly welcome piece with white lettering and blue texture by Andreas Pedersen\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-0.png 1400w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-0-901x900.png 901w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-0-1000x1000.png 1000w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-0-750x750.png 750w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-0-400x400.png 400w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><figcaption>A welcome piece within Oatly&#8217;s graphic world. Andreas Pedersen for Oatly US, 2021. <a href=\"https:\/\/www.behance.net\/gallery\/127732507\/Oatly-Digital-Propaganda\" target=\"_blank\" rel=\"noopener\">View the project applications<\/a>.<\/figcaption><\/figure>\n<p>For a small business, the lesson is consistency in decisions. Which words does it use? How much humour fits? What does it promise? How does it explain a problem? The tone needs to work when you sell, when you welcome someone and when you have to say something went wrong. A verbal identity that only serves the slogan falls short as soon as a real conversation begins.<\/p>\n<p>An architecture studio can express its judgement through precise observations about how spaces are used. A food shop can speak from the product and everyday cooking. An industrial supplier can stand out by explaining complex subjects clearly. Each needs a way of communicating that feels natural to its team, because they&#8217;ll have to maintain it for months.<\/p>\n<p>Prepare a short guide with three ideas the brand should repeat, words it uses and phrases that sound borrowed. Then rewrite a service page, an advertisement and an email with it. An advisory firm could move from \u201cComprehensive solutions of excellence\u201d to \u201cWe explain which documents we need and who will review your case\u201d. The second sentence creates room for a process and a verifiable offer. Personality becomes useful when it changes what you say as well as how you dress it up.<\/p>\n<p>Oatly&#8217;s humour provides a reference for character, but each industry needs its own register. Borrowing its jokes without sharing its position would feel rather forced. The work of <a href=\"https:\/\/leadthemood.com\/en\/branding\/\">branding and identity<\/a> is to find what makes sense for your brand and give it a form of its own. An initial measure can be qualitative: the team recognises and reproduces the voice without reinventing it for every piece.<\/p>\n<h2 id=\"search-ai-2027\">2 Content that answers questions in search and AI experiences<\/h2>\n<p>AI search adds new ways to discover and compare businesses. For the 2027 plan, the practical response is to go deeper into buying questions: what people compare, which documents they need and what your service can resolve. Before opening an entire section about AI, review whether those answers already exist on your website and contain your own details. A summary of everyone else&#8217;s content is unlikely to demonstrate your expertise.<\/p>\n<p><a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/ai-features\" target=\"_blank\" rel=\"noopener\">Google&#8217;s documentation on its AI features<\/a> retains the <a href=\"https:\/\/leadthemood.com\/en\/seo\/\">foundations of SEO<\/a>: to appear as a supporting link, a page must be indexed and eligible to appear with a snippet. It doesn&#8217;t require an AI file or special markup, and meeting the requirements doesn&#8217;t guarantee inclusion. That&#8217;s the documented foundation. Our editorial work is to offer original answers that help people research a purchase.<\/p>\n<div class=\"ltm-ed-route\" role=\"group\" aria-label=\"Editorial journey from discovery to contact\">\n<div><span>01<\/span><strong>Real question<\/strong><\/p>\n<p>What the person needs to resolve.<\/p>\n<\/div>\n<div><span>02<\/span><strong>Original answer<\/strong><\/p>\n<p>An explanation, judgement and an example.<\/p>\n<\/div>\n<div><span>03<\/span><strong>Relevant service<\/strong><\/p>\n<p>How your business can help.<\/p>\n<\/div>\n<div><span>04<\/span><strong>Next step<\/strong><\/p>\n<p>A clear, reasonable action.<\/p>\n<\/div>\n<\/div>\n<p class=\"ltm-ed-note\">An editorial framework by <a href=\"https:\/\/leadthemood.com\/en\/\">Lead the Mood<\/a>. It represents a proposed user journey, without attributing it to a ranking algorithm.<\/p>\n<p>Imagine a business that installs pergolas. It can organise content around three questions: how materials differ, what information is needed for a quote and what affects installation. The comparison should explain real differences; the process should show what the business does; and the case should establish dimensions, context and work completed. The framework in this section represents that editorial journey. Each page has a job before leading to contact.<\/p>\n<p>The example could finish with a list of photographs and measurements the customer can send for an assessment. That next step turns the explanation into a specific service. Link the comparison to a relevant case, and the case to the service page. Avoid making visitors return to the homepage to find out how to enquire. Research that begins in a search engine can continue within your website if each page answers and guides.<\/p>\n<p>That also means deciding which content deserves a page of its own. If two articles answer exactly the same need, splitting them can complicate the experience and maintenance. Before creating another, we&#8217;d review what&#8217;s already there, what receives visits and which explanation is missing. An <a href=\"https:\/\/leadthemood.com\/en\/content\/\">editorial content<\/a> strategy should organise that collection and make clear who reviews information when it changes.<\/p>\n<p>Google includes traffic from these AI features in Search Console&#8217;s Web search type. That figure alone doesn&#8217;t let you attribute an increase to AI. To evaluate the plan, review queries and pages, then compare them with relevant service enquiries. The commercial objective remains the same: help the person reach useful information and find a way to continue.<\/p>\n<h2 id=\"human-evidence-2027\">3 More human evidence behind the communication<\/h2>\n<p>Producing content with an immaculate appearance has become accessible to many businesses. The editorial implication we&#8217;re interested in is straightforward: showing where your claims come from becomes more valuable. Who knows the product, who tests it, who answers and which facts support the promise? For 2027, we&#8217;d build that evidence into the communication system.<\/p>\n<figure class=\"ltm-ed-wide ltm-ed-embed\"><iframe src=\"https:\/\/www.youtube-nocookie.com\/embed\/reIQAmmpbO8\" title=\"Dove The Code official campaign from 2024\" loading=\"lazy\" allow=\"encrypted-media; picture-in-picture; fullscreen\" allowfullscreen><\/iframe><figcaption>The Code, an official Dove US video published in April 2024. <a href=\"https:\/\/www.youtube.com\/watch?v=reIQAmmpbO8\" target=\"_blank\" rel=\"noopener\">Watch on Dove&#8217;s channel<\/a>.<\/figcaption><\/figure>\n<p>Dove&#8217;s 2024 campaign <em>The Code<\/em> connects its position on beauty with an explicit commitment about images of women: the brand says it won&#8217;t use AI to create or distort them. That commitment is available on its <a href=\"https:\/\/www.dove.com\/us\/en\/campaigns\/purpose\/keep-beauty-real.html\" target=\"_blank\" rel=\"noopener\">campaign page<\/a>. What we&#8217;re analysing here is the relationship between brand position, a cultural subject and a production decision.<\/p>\n<p>For a renovation business, human evidence might be a sequence of photographs of the same space: before, work in progress and the result, with a professional explanation. For a manufacturer, a sample and the criteria for choosing a material. Each piece should show something the business knows through experience. Dove&#8217;s case inspires consistency between a message and its production. Your business&#8217;s demonstration needs to come from its real work.<\/p>\n<p>The scope of each claim matters too. If you show a case, explain which part you completed, in what context and what can be learned from it. When using testimonials, retain their meaning and obtain the relevant authorisation. If an image recreates a situation, don&#8217;t present it as evidence of work that never happened. Trust is built through small decisions and can be lost through a single exaggeration.<\/p>\n<p>Organise that material around buying questions as well as dates. A case explaining a limitation can help with a quote; a process video can clarify your role; a comparison can answer an objection. Keep the context, responsible person and what each piece of evidence supports. Then use it on the page, advertisement or proposal where that question arises. A photo archive without explanations still leaves all the work to the writer.<\/p>\n<p>AI can help organise notes, explore structures or prepare versions, with human review. What matters is what gets published as the reality of the business. In technical or health sectors, or where information is particularly sensitive, validation needs to come from the appropriate professional. Tool choices should support that judgement, because production technology and responsibility for the message sit within the same piece.<\/p>\n<h2 id=\"participation-2027\">4 Communities given something to create with<\/h2>\n<p>\u201cWe want to build a community\u201d appears in plenty of marketing plans. Then the proposal is to ask for a like and wait. For 2027, we&#8217;d explore a more productive question: what can people do with what we give them? A tool, a template, a selection they can complete or an activity that helps them express something of their own.<\/p>\n<p><strong>Design Wrapped 2025<\/strong>, published on Behance on 15 January 2026, turns a creative year in review into editable screens. David Osa-ogbeide, Nkadi Ifunanya Richard, Ogun Philip, Evana Eko and Odion-Osigwe Amhanosi developed the project with support from Deadline Design Community. The team explains that people could adapt and share their year. It&#8217;s a particularly useful reference for participation in which the user&#8217;s own content has room to lead.<\/p>\n<div class=\"ltm-ed-pair\">\n<figure><img width=\"1400\" height=\"2489\" src=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-wrapped-1.webp\" class=\"attachment-full size-full\" alt=\"Design Wrapped 2025 template for sharing a creative year with orange shapes on black\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-wrapped-1.webp 1400w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-wrapped-1-506x900.webp 506w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-wrapped-1-422x750.webp 422w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-wrapped-1-225x400.webp 225w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><figcaption>A creative year-in-review screen from Design Wrapped 2025. The figure in the design is part of the template example, not a result of this publication.<\/figcaption><\/figure>\n<figure><img width=\"1400\" height=\"2489\" src=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-wrapped-2.webp\" class=\"attachment-full size-full\" alt=\"Editable Design Wrapped 2025 screen for sharing five favourite typefaces\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-wrapped-2.webp 1400w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-wrapped-2-506x900.webp 506w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-wrapped-2-422x750.webp 422w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-wrapped-2-225x400.webp 225w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><figcaption>A screen for sharing typeface preferences. Design Wrapped team, the 2025 edition published in 2026. <a href=\"https:\/\/www.behance.net\/gallery\/242139583\/Design-Wrapped-2025-Campaign-BrandingUI-Screen\" target=\"_blank\" rel=\"noopener\">View the project and credits<\/a>.<\/figcaption><\/figure>\n<\/div>\n<p>Look at the typography screen: the composition gives a personal preference the leading role while retaining the series identity. The brand supplies the framework, but the person supplies the reason to share. That division changes the creative brief. As well as making an advertisement for distribution, you need to design something another person can complete and wants to show.<\/p>\n<p>A bookshop could invite a neighbourhood reading selection through a short form: book, reason to recommend it and a sentence from the reader. The team gathers suggestions, arranges a display and publishes a selection with participants&#8217; permission. The activity provides conversation, content and an in-store experience. It&#8217;s our own application of the idea, separate from Design Wrapped&#8217;s campaign. Start with a small contribution that&#8217;s clearly useful to the participant.<\/p>\n<p>Participation needs a reason and a reasonable amount of effort. Ask for too much information or work in exchange for a tiny reward, and enthusiasm wanders off. Design an initial contribution that takes a few minutes and explain what happens next. The team&#8217;s response is part of the experience: thanking people, talking and showing what you&#8217;ve learned.<\/p>\n<p>Check how many contributions arrive, which you can use and whether participation continues after the first invitation. For the bookshop, it matters whether recommendations help build the display and whether the gathering brings more suggestions. Total views provide context but don&#8217;t replace that participation. Also agree how names, images and words will be shown: explain the use of a contribution before it becomes campaign material.<\/p>\n<p>This approach suits <a href=\"https:\/\/leadthemood.com\/en\/social-media\/\">social media management<\/a> that includes listening and community engagement. Someone needs to be on the other side for the invitation to continue. The template begins the exchange; the relationship develops through attention and specific responses.<\/p>\n<h2 id=\"connected-experiences-2027\">5 One idea connecting the event and the screen<\/h2>\n<p>A workshop, presentation or open day can be much more than a date in the calendar. For 2027, we propose designing those activities together with the content that comes before and after them. The experience starts when someone understands why to attend and continues when they can revisit something from the event.<\/p>\n<figure class=\"ltm-ed-wide\"><img width=\"1000\" height=\"667\" src=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-notion-0.jpg\" class=\"attachment-full size-full\" alt=\"Make with Notion 2024 event space with participants gathered in a conversation area\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-notion-0.jpg 1000w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-notion-0-750x500.jpg 750w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-notion-0-400x267.jpg 400w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption>Make with Notion, held in San Francisco in October 2024. Order developed the identity system; Notion&#8217;s team created the event applications with its collaborators. <a href=\"https:\/\/order.design\/project\/make-with-notion\" target=\"_blank\" rel=\"noopener\">Full case and credits<\/a>.<\/figcaption><\/figure>\n<p>Make with Notion offers a clear reference for continuity. Order built a graphic system around shapes that act as blocks. Notion&#8217;s design team applied it to digital, printed and physical event materials. The <a href=\"https:\/\/www.notion.com\/en-gb\/lp\/mwn-2024\" target=\"_blank\" rel=\"noopener\">official page for the 2024 edition<\/a> retains the context of the gathering and its subsequent content.<\/p>\n<figure class=\"ltm-ed-wide\"><img width=\"1000\" height=\"563\" src=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-notion-2.jpg\" class=\"attachment-full size-full\" alt=\"Make with Notion name with geometric shapes replacing letters within Order&#x27;s graphic system\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-notion-2.jpg 1000w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-notion-2-750x422.jpg 750w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-notion-2-400x225.jpg 400w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption>Shapes enter the name while preserving its readability. Order&#8217;s identity system for Make with Notion 2024. <a href=\"https:\/\/order.design\/project\/make-with-notion\" target=\"_blank\" rel=\"noopener\">View the different applications<\/a>.<\/figcaption><\/figure>\n<p>Make with Notion has a specific connection: the blocks that explain the product become resources for communicating the event. The identity unites the website, signage and stage. For a business, the lesson is to choose an idea that can run through the invitation, experience and follow-up content. Each moment has a job: explain why to attend, deliver the promise and leave something useful to revisit.<\/p>\n<p>A B2B supplier could prepare a demonstration for maintenance managers. Beforehand, publish the problem it will solve and who the session is for. During it, show the procedure and collect questions. Afterwards, send a reviewed guide and offer a technical conversation to people who request one. The gathering then produces content connected to purchasing and helps continue the discussion. This is an example plan; it needs a defined subject, team capacity and something the business can demonstrate.<\/p>\n<p>Production is easier to organise when you decide in advance what to capture. A short explanation, a process detail, an answer from the specialist and an overview image may be enough. Finishing with thirty near-identical photographs makes the story harder to tell. Recording everything doesn&#8217;t guarantee a story that&#8217;s easy to edit either.<\/p>\n<p>Separate registrations, attendance and subsequent requests connected to the demonstration. If the wrong audience signs up, review the invitation. If there&#8217;s interest during the session but nobody knows how to continue, review the closing message and follow-up materials. Include preparation time in the cost. A small session answering a real question can be a useful test before increasing capacity and production.<\/p>\n<h2 id=\"creative-testing-2027\">6 Creative assets that let you test ideas<\/h2>\n<p>Preparing versions for a 2027 campaign should begin with a question. Does the person understand the service better through the process or the result? Do they need to know a condition before enquiring? A system of creative assets lets you develop those alternatives with visual continuity. Here, motion provides a production tool; its commercial value depends on the message being tested and the journey visitors find afterwards.<\/p>\n<figure class=\"ltm-ed-wide\"><video poster=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-jitter-config-portada.jpg\" controls playsinline preload=\"metadata\" aria-label=\"Animated Jitter templates for Figma Config 2025 attendees\"><source src=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-config-0.mp4\" type=\"video\/mp4\"><a href=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-config-0.mp4\">Watch the reference video<\/a><\/video><figcaption>Jitter templates for Figma Config 2025 attendees, presented in May 2025. <a href=\"https:\/\/jitter.video\/changelog\/2025-05-05-figma-config\/\" target=\"_blank\" rel=\"noopener\">View the announcement and original templates<\/a>.<\/figcaption><\/figure>\n<p>Jitter&#8217;s Config 2025 templates are an example of personalisation: text, colour, images and stickers can be adapted to announce attendance and share moments from the event. The case documents participant templates, not advertising results. The useful principle for your own campaign is separating structure from content: a visual foundation makes related versions possible without rebuilding every piece from scratch.<\/p>\n<p>A pergola installer can create two opening messages for the same offer. The first shows how a terrace can be used differently; the second explains the information needed to assess an installation. Keep the offer and destination page clear, and record which message leads to suitable enquiries. Changing the headline, offer and destination at once may produce differences, but it makes it harder to identify which decision helped. Start with a hypothesis the team can interpret.<\/p>\n<p>The set might include one layout for demonstrations, another for answering an objection and another for presenting a case. Leave room for readable text and prepare versions for the places they&#8217;ll appear. Movement should highlight a detail or give pace to an explanation; if the content needs a considered comparison, use an image or carousel. A template library is useful when it helps you choose the right piece as well as produce faster.<\/p>\n<p>The pace needs to let people understand what matters. Text that changes too quickly can look impressive in a presentation and feel frustrating when someone tries to read it. Core messages should be understandable without sound, and motion effects should respect accessibility needs. A clear alternative is advisable when the animation doesn&#8217;t play or the user prefers reduced movement.<\/p>\n<p>Don&#8217;t choose creative solely because it gets cheap clicks. Review arriving visits, use of contact options and enquiries that fit the service. A broad advertisement can attract curiosity and leave the team filtering requests; one that explains conditions may reduce visits and improve relevance. With low volumes, differences will be indicative. Combine data with the questions received and avoid declaring a winner from a handful of clicks.<\/p>\n<h2 id=\"email-relationships-2027\">7 A direct relationship with a clear editorial promise<\/h2>\n<p>Your mailing list can maintain the interest you&#8217;ve already earned. For 2027, we propose a content promise and a useful sequence after each relevant action. Downloading a guide, registering and purchasing create different situations. The welcome message needs to explain what happens next, and subsequent messages should respond to that context. Automating an empty sequence just makes the emptiness arrive on time.<\/p>\n<figure class=\"ltm-ed-wide\"><img width=\"1400\" height=\"788\" src=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-3.gif\" class=\"attachment-full size-full\" alt=\"Animated Oatly digital application with a cactus illustration and service message\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-3.gif 1400w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-3-750x422.gif 750w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-oatly-3-400x225.gif 400w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><figcaption>An animated digital application within Oatly Digital Propaganda. Andreas Pedersen for Oatly US, 2021. The reference shows how identity can accompany less celebratory messages too. <a href=\"https:\/\/www.behance.net\/gallery\/127732507\/Oatly-Digital-Propaganda\" target=\"_blank\" rel=\"noopener\">Original project<\/a>.<\/figcaption><\/figure>\n<p>We return to a different application of Pedersen&#8217;s Oatly work because it connects identity with everyday communication. The project documents pieces for emails and other digital formats. Personality appears in welcome and service messages as well as advertising. That continuity helps the channel belong to the same brand.<\/p>\n<p>If someone requests a materials guide, first send the promised resource and explain how to use it. A second message can develop the most common question through a real case. Another can invite them to discuss a project once they have the necessary information. Define frequency, permissions and when the journey should end or change from the start. Someone whose quote request has already been handled doesn&#8217;t need to keep receiving the same invitation to ask for one.<\/p>\n<p>The promise changes with the business: a shop can send product use and care guidance; a restaurant, its schedule and a seasonal story; a technical business, a selection of decisions relevant to its buyers. Start with an email grounded in your own knowledge and a prepared destination. If the person replies, someone needs to read it and continue the conversation. That attention builds the channel&#8217;s value even when the first message is automatic.<\/p>\n<p>Separating interests can help when there is a real difference between recipients. Before creating twenty groups, we&#8217;d start with a simple question about what people want to receive. Personalisation should improve relevance without becoming intrusive or adding complexity the team can&#8217;t maintain. Data collection and sending need to follow applicable permissions and requirements.<\/p>\n<p>Evaluate clicks to useful resources, replies, requests and unsubscribes. In a guide sequence, distinguish someone who receives it from someone who later discusses a project and someone who has already spoken to the team. Opens provide a limited signal; the journey requires observing what happens next. In an <a href=\"https:\/\/leadthemood.com\/en\/email-marketing\/\">email marketing<\/a> strategy, prepare the page and contact process before increasing send frequency.<\/p>\n<h2 id=\"product-conversion-2027\">8 The product takes the stage and explains why to choose it<\/h2>\n<p>The final trend we&#8217;d prioritise for 2027 connects content and conversion. The product or service should appear in situations that help people understand its value. An image can be magnetic while showing how something is used. That combination usually contributes more to a decision than a perfect still life with interchangeable copy.<\/p>\n<div class=\"ltm-ed-pair\">\n<figure><img width=\"1920\" height=\"1839\" src=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-0.webp\" class=\"attachment-full size-full\" alt=\"Green Graza olive oil bottles with Gander&#x27;s identity photographed in a kitchen by Anisha Sisodia\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-0.webp 1920w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-0-940x900.webp 940w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-0-750x718.webp 750w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-0-400x383.webp 400w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><figcaption>Graza identity and packaging, designed with Gander. Design direction by Benji Haselhurst.<\/figcaption><\/figure>\n<figure><img width=\"1088\" height=\"1632\" src=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-1.webp\" class=\"attachment-full size-full\" alt=\"Graza oil being poured from a cooking bottle in a photograph by Anisha Sisodia\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-1.webp 1088w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-1-600x900.webp 600w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-1-500x750.webp 500w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-1-267x400.webp 267w\" sizes=\"auto, (max-width: 1088px) 100vw, 1088px\" \/><figcaption>Photography by Anisha Sisodia and food styling by Kate Buckens. Product use is part of the image. <a href=\"https:\/\/benjihaselhurst.com\/graza-2\" target=\"_blank\" rel=\"noopener\">Project and credits<\/a>.<\/figcaption><\/figure>\n<\/div>\n<p>In Graza&#8217;s images, the green packaging and illustrations are recognisable; pouring the oil shows how it enters the kitchen. Benji Haselhurst documents identity and packaging with Gander, with photography by Anisha Sisodia and styling by Kate Buckens. <a href=\"https:\/\/baggy.studio\/projects\/graza\" target=\"_blank\" rel=\"noopener\">Baggy&#8217;s ecommerce case, dated winter 2022<\/a>, adds a homepage, product pages, frequently asked questions and editorial content. The brand can attract attention and explain the choice within the same journey.<\/p>\n<p>List the questions people ask before buying, and turn each into a scene or explanation. For furniture, scale and dimensions; for a tool, compatibility and use; for a service, scope, process and deliverables. The product needs more than a hero image. Graza&#8217;s photograph of a bottle on the table adds a recognisable situation alongside the image of oil being poured. Each scene explains part of the use.<\/p>\n<p>That requires continuity between the advertisement and destination page. If a post discusses a specific solution, its link should lead to that solution with the details. Sending everything to a generic homepage creates work the visitor didn&#8217;t ask for. An <a href=\"https:\/\/leadthemood.com\/en\/online-store\/\">online shop<\/a> or service website needs to organise that transition and offer the next step at the right moment.<\/p>\n<figure class=\"ltm-ed-wide\"><img width=\"1500\" height=\"1500\" src=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-2.webp\" class=\"attachment-full size-full\" alt=\"Table with prepared food and a Graza bottle showing the product in use\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-2.webp 1500w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-2-900x900.webp 900w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-2-1000x1000.webp 1000w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-2-750x750.webp 750w, https:\/\/leadthemood.com\/wp-content\/uploads\/2026\/10\/tendencias-marketing-digital-2027-graza-2-400x400.webp 400w\" sizes=\"auto, (max-width: 1500px) 100vw, 1500px\" \/><figcaption>The product appears in use. Graza, Gander and team; photography by Anisha Sisodia and styling by Kate Buckens. <a href=\"https:\/\/benjihaselhurst.com\/graza-2\" target=\"_blank\" rel=\"noopener\">Image source<\/a>.<\/figcaption><\/figure>\n<p>Prepare the photography brief around those questions. If size is the issue, include a scale reference. If it&#8217;s assembly, show the important steps. If it&#8217;s the finish, bring the detail closer with lighting that makes it visible. Then place each image alongside the relevant copy on the product or service page. The ten most striking photographs from a shoot can still leave the one question blocking the purchase unanswered.<\/p>\n<p>Test a specific improvement on the page: clarify what&#8217;s included, show a difference or explain the form&#8217;s next step. First define what you expect to observe and check that you can record the action. Compare enquiries and orders appropriate to the offer as well as total visits. The case images help you study presentation and context; the commercial effect of your change is assessed against your own business information.<\/p>\n<h2 id=\"plan-marketing-2027\">How to turn these trends into a digital marketing plan for 2027<\/h2>\n<p>Choose the first intervention according to where the journey breaks. If people barely find you, review queries, pages and discovery content. If visitors arrive but don&#8217;t understand the offer, work on explanations and evidence. If the wrong requests arrive, clarify conditions and destination. If people buy and disappear, explore what useful relationship can continue. All eight priorities can belong in the plan, but starting with the most specific problem makes resources easier to assign.<\/p>\n<div class=\"ltm-ed-table\" role=\"region\" aria-label=\"Digital marketing priorities for 2027\" tabindex=\"0\">\n<table>\n<thead>\n<tr>\n<th>What you observe<\/th>\n<th>First decision<\/th>\n<th>What to check<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Content looks as if it comes from different brands<\/td>\n<td>Define a shared voice and visual rules<\/td>\n<td>Consistency across website, social media and email<\/td>\n<\/tr>\n<tr>\n<td>Relevant searches rarely bring visitors to the website<\/td>\n<td>Review service pages and search questions<\/td>\n<td>Useful entry pages and related enquiries<\/td>\n<\/tr>\n<tr>\n<td>There are visits, but many basic questions<\/td>\n<td>Show the process, scope and specific evidence<\/td>\n<td>Questions received and enquiry quality<\/td>\n<\/tr>\n<tr>\n<td>The relationship ends after purchase<\/td>\n<td>Prepare follow-up content and email<\/td>\n<td>Replies, interest and opportunities to return<\/td>\n<\/tr>\n<tr>\n<td>Production takes too much time<\/td>\n<td>Create a sustainable set of formats<\/td>\n<td>Actual working time and clarity of the pieces<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>During the first month, gather available data and conversations: pages receiving impressions, visits, enquiries, sales or bookings, and questions the team needs to answer. Distinguish activity from results. A submitted form might be a valid request, spam or a question unrelated to the service. Check that links and contact options work too. A campaign with a broken destination wastes attention before you can learn anything about the message.<\/p>\n<p>In the second month, prepare a focused improvement. For the pergola installer, that could be a page explaining materials, process and the information needed to assess a project. Around it, create two campaign openings and a useful guide if you have enough substance. Before launching, agree who answers enquiries and how they record whether they fit. The plan connects production, distribution and service. The advertisement is one piece of it.<\/p>\n<p>The third month is for interpreting what happened. Review which enquiries arrived, which progressed and where information was missing. Record the cost of producing and handling the campaign as well as the distribution spend. Decide whether to expand a strand, change the message or first resolve friction on the page. With low volumes, treat results as learning for the next test. The annual plan needs room to adjust what the first document can&#8217;t yet know.<\/p>\n<p>The budget should cover research, writing, design, production and follow-up. Investing everything in the first piece leaves little room to respond and improve. Similarly, spreading a small amount across too many channels can make it hard for any to reach sufficient quality. Choose a commercial priority and a set of channels the team can handle well.<\/p>\n<p>For local businesses, specialism and location help make the plan specific. A Matar\u00f3 business can build content around services and local questions without repeating the city name in every sentence. If that fits your situation, explore our approach to <a href=\"https:\/\/leadthemood.com\/en\/mataro\/\">digital marketing in Matar\u00f3<\/a>. A pharmacy also requires its own professional judgement; we develop that adaptation in our <a href=\"https:\/\/leadthemood.com\/en\/blog\/pharmacy-marketing-trends-2027\/\">pharmacy marketing trends for 2027<\/a>.<\/p>\n<p>Our recommended starting point is a <a href=\"https:\/\/leadthemood.com\/en\/digital-audit\/\">digital audit<\/a> connecting identity, visibility, content and conversion. That diagnosis helps establish what to improve first and which material is worth producing. A brand with judgement, good creative work and a clear journey has a foundation to work on throughout the year.<\/p>\n<h2>Digital marketing 2027 FAQs<\/h2>\n<h3>Which digital marketing trends for 2027 does Lead the Mood recommend?<\/h3>\n<p>Our selection prioritises brand, content for search and AI, real evidence, participation, connections between events and digital channels, creative assets for testing messages, email continuity and product presentation that helps people decide. These are eight directions for organising a business plan, supported by projects and primary documentation. The priority depends on which part of the journey each business needs to improve.<\/p>\n<h3>Does AI replace SEO in a digital marketing strategy?<\/h3>\n<p>The foundations of SEO remain relevant for Google&#8217;s AI features, according to its documentation. Work on accessible pages, original information and useful answers to buying questions. Inclusion isn&#8217;t guaranteed. Evaluate queries, entry pages and enquiries within the overall visibility plan.<\/p>\n<h3>What should a small business prioritise on a limited budget?<\/h3>\n<p>A specific commercial need and a journey that works. For example, explain a service that receives enquiries well, link to it from relevant content and make contact easy. Then add a sustainable social format or an editorial email. The priority depends on the diagnosis, the team&#8217;s capacity and customers&#8217; questions.<\/p>\n<h3>Why does a guide for 2027 include projects from 2021 to 2026?<\/h3>\n<p>Their decisions about identity, participation and experience provide references for the year ahead. Dates appear in each case. The 2027 edition organises our editorial recommendations; it doesn&#8217;t change when the campaigns were created or assume future results.<\/p>\n<h3>How do you check whether the plan is working?<\/h3>\n<p>Connect the objective with specific signals: relevant enquiries, understanding of the service, useful participation, email replies and opportunities to continue the relationship. Visits and reach provide context but need to be read alongside what happens next. Review production cost and time too, so you know what can be sustained.<\/p>\n<p>To go deeper into your direct email channel, we&#8217;ve collected <a href=\"https:\/\/leadthemood.com\/en\/blog\/best-email-marketing-campaigns-2027\/\">email marketing campaign examples to inspire 2027<\/a> with their real creative pieces. There, we analyse how to organise a message, present products and maintain continuity through an email sequence.<\/p>\n<p>If social media is the first part of the plan you will delegate, our guide to <a href=\"https:\/\/leadthemood.com\/en\/blog\/choose-social-media-agency-2027\/\">choosing a social media agency in 2027<\/a> helps define what you are buying: production, management, approvals and measurement connected with useful business enquiries.<\/p>\n<p class=\"ltm-ed-note\">Editorial selection and analysis by Lead the Mood. References consulted in October 2026. Images and videos belong to their creators and brands and are shown with links to the original projects. Examples for local businesses are our own proposals; commercial results aren&#8217;t attributed to the visual cases.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Eight digital marketing trends to help you plan for 2027, with real cases. Connect SEO and AI, branding, campaigns, email and conversion in a practical plan for your business.<\/p>\n","protected":false},"author":1,"featured_media":1811,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[46],"class_list":["post-1986","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estudios"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Digital marketing trends 2027 | Lead the Mood<\/title>\n<meta name=\"description\" content=\"Eight digital marketing trends for 2027 with real cases. 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