Marketers are entering 2026 with increased budgets, heightened confidence, and a strategic shift toward digital and AI-driven approaches, according to new research from Clutch. The data reveals a clear trend: teams are investing with purpose, focusing on measurable results and adapting to evolving customer behavior and rising ROI expectations. Sixty percent of small businesses plan to increase their marketing spend in 2026, while 78% of marketers express optimism about the year ahead—indicating a move away from cost-cutting and toward strategic growth. “Marketers are confident and investing with purpose,” said Anna Peck, Clutch analyst. “Teams are reallocating spend to meet rising expectations for ROI and changing customer behavior.” A key driver of this shift is the need for agility. Eighty-five percent of marketing teams anticipate adjusting their budgets as priorities evolve, with most favoring reallocation over reductions. Nearly half (48%) plan to shift more than half of their budget to digital channels, underscoring a strong move toward performance-based marketing tactics. Digital investment is broadening across key areas. Content marketing and SEO are top priorities, with 45% of marketers planning to increase spending. Digital advertising is also gaining traction, with 43% raising their budgets. Branding and creative development (41%) and sponsorships or strategic partnerships (35%) are also seeing increased interest. In contrast, traditional media is on the decline. About one-third of marketers expect to cut spending on TV, print, radio, or out-of-home advertising, reflecting a long-term industry shift toward more trackable, data-informed channels. AI adoption continues to grow, with 61% of marketers using AI for data analysis, media planning, or personalization. However, most are still cautious in their investment—83% plan to allocate less than 20% of their total budget to AI tools. “Marketers see AI as practical and useful but are investing with intention rather than scale,” Peck noted. Despite high confidence—76% believe their current marketing mix supports organizational goals—34% say their biggest challenge remains proving direct impact on revenue or other measurable outcomes. Leadership support remains strong, with 72% reporting that executives are open to new ideas when presented with clear reasoning and data-backed projections. The full report is available on Clutch’s website. Clutch is a leading global marketplace for B2B services, helping more than half a million business leaders each month discover trusted agency partners through in-depth client reviews and expert insights.