Today’s marketing landscape is characterised by increasing demands for relevance, trust and intelligent automation. Whilst digital channels account for the lion’s share of budgets, expectations regarding transparent data usage, robust governance and personalised customer engagement are also on the rise. One thing is clear: successful marketing arises where data strategy, omnichannel communication and technological progress come together. The following facts highlight what really matters in marketing today.
Fact 1:
Today, customers expect not only data protection but also transparency. It is crucial to explain clearly what data is collected, how it is used, and what added value this brings to the user. This is precisely what makes transparency a genuine business asset: it builds trust, strengthens the basis for opt-ins, and supports personalised communication on a solid foundation.
Fact 2:
The latest data shows that email continues to perform reliably. Delivery and open rates remain stable worldwide. This provides a strong foundation for businesses. The real key to success today is no longer simply sending more emails, but increasing relevance – for example, through better segmentation, personalised content, intelligent timing and cross-channel coordination.
Fact 3:
According to DLA Piper, the average number of reported data breaches over the last 12 months (28 January 2025 to 27 January 2026) rose to 443 reports per day, an increase of 22 per cent. At the same time, fines imposed since the introduction of the GDPR will total €7.1 billion by January 2026. This shows that governance, documented consent and robust data processes are no longer merely compliance issues, but essential prerequisites for scalable, trustworthy customer communication.
Fact 4:
Digital channels are no longer merely a supplement, but the cornerstone of modern marketing strategies. According to Gartner, the majority of budgets are now allocated to digital initiatives; in seven out of ten sectors, this figure exceeds 60 per cent. For businesses, this means that customer interactions must not be viewed in isolation. Data, content and customer journeys must work together seamlessly across email, the web, apps, paid advertising and messaging.
Fact 5:
Marketing automation is evolving: moving away from rigid, channel-centric journeys and towards dynamic, AI-powered one-to-one interactions. Gartner predicts that by 2028, around 60 per cent of brands will be using agentic AI to make personalised customer interactions more efficient and seamless. At the same time, Gartner makes it clear that success depends on strong data governance, transparency and organisational adaptation.
Whitepaper: The Future of Marketing with AI Consumer Agents
In our whitepaper, “The Future of Marketing with AI Consumer Agents,” you’ll discover:
- Why humans no longer make purchase decisions alone – and why brands will need to convince machines rather than people in the future.
- Which steps are necessary to ensure your content remains visible and relevant for AI agents – illustrated with practical examples from e-commerce and B2B.
- How to prepare your marketing for the era of AI agents – operationally, technically, and in terms of content.
To download the whitepaper, simply fill out the form.