Global marketing is undergoing a structural transition driven by three main forces: digital saturation, technological evolution, and direct pressure on financial results. In Mexico, this transformation is accelerating due to the growth of e-commerce and post-pandemic business digitization.

Industry data shows that digital advertising investment now far surpasses traditional media, but the real change lies not in the channel, but in the operating model. Companies are migrating to models where every dollar invested must demonstrate a measurable return.

The concept of performance marketing is evolving toward hybrid models where branding and acquisition work simultaneously. Brands that build sustained recognition reduce acquisition costs even in the medium term, generating structural efficiency.

Artificial intelligence is introducing advanced automation in segmentation, content generation, and campaign optimization. However, this massive access to technology has created a new problem: creative homogenization. When everyone can produce content, the competitive advantage shifts to strategy and narrative.

Another relevant change is consumer behavior. Trust is now built through consistent content, subject matter authority, and an omnichannel presence. Audiences research, compare, and validate before buying, forcing brands to become their own media outlets.

By 2026, marketing will cease to be advertising and will become the architecture of business growth.