In 2026, with increased pressure on marketing leaders to prove impact and spot shifts in demand ahead of competitors, share of search (SoS) has become a key strategic tool for anticipating market share changes and identifying future growth opportunities.
In 2026, performance marketing's success hinges on creative effectiveness, which has become a critical lever for improving efficiency, reducing waste, and driving meaningful growth.
Forrester’s 2026 Predictions highlights a shift from channel innovation to responsible deployment of media, data and technology. Here are Mediaworks’ key takeaways.