TBWA × 宏盟媒体联合发布《2026 中国营销趋势》报告

Core Insights - The marketing landscape for 2026 is characterized by a dual focus on technological empowerment and a return to humanism, indicating a significant shift in both methods and mindset [1][2] - The emergence of DeepSeek marks a pivotal moment, highlighting the intersection of machines and technology that are transforming lives and the marketing environment at an unprecedented pace [1] - The ultimate goal of technology is to enhance life in a way that makes its presence almost imperceptible, suggesting that 2026 should be a year of human-machine collaboration and a focus on human-centric values [1] Summary by Categories Technological Empowerment - The industry is entering a new phase where technology plays a crucial role in marketing strategies, necessitating brands to harness its power effectively [1] - The rapid advancements in technology are reshaping consumer experiences and marketing practices [1] Humanism in Marketing - There is a growing emphasis on returning to the essence of human connection and warmth in marketing efforts, balancing technological advancements with human-centric approaches [2] - The integration of humanism into marketing strategies is seen as essential for resonating with consumers on a deeper level [2] Future Trends - A trend research methodology combining original insights and the strengths of both technology and humanism has been developed to identify the top ten marketing trends for 2026 [1]