7 Things You Should Do for Digital Marketing Success

Last updated: 29 October 2026

Digital marketing keeps changing, but the businesses that grow online tend to get the same few things right. They show up where their customers search, they make buying easy on a phone, and they build relationships instead of chasing one-off clicks.

Here are seven things worth doing now, based on the latest data and the digital marketing trends we see across client campaigns.

1. Plan for Search and AI Search Together

Search is still where most buying journeys start, but the results page has changed. Google’s AI Overviews and AI Mode now summarise answers before the traditional links, and Google said at I/O 2026 that AI Overviews reach over 2.5 billion monthly users and AI Mode over 1 billion.

What this means for you:

• Keep investing in SEO. AI answers are built from web pages, and they cite the ones they trust.
• Write clear, direct answers to the questions your customers ask, then back them up with depth and real examples.
• Make sure your brand, services and locations are described consistently across your website, Google Business Profile and other listings.
• Track more than rankings. Watch impressions, clicks, enquiries and branded searches to see the full picture.

2. Build Everything for Mobile First

There are now 5.83 billion unique mobile users worldwide, about 70% of the global population, according to DataReportal’s Digital 2026 mid-year report. For many of your customers, your website is something they see on a phone, often while doing something else.

• Test every key page on a real phone: home, services, product pages, checkout and contact forms.
• Keep pages fast. Compress images, limit heavy scripts and avoid pop-ups that block content.
• Make calls to action easy to tap: click-to-call buttons, WhatsApp links and short forms.
• Use Google Search Console to check Core Web Vitals and mobile usability issues.

3. Use Social Media Where Your Buyers Do Their Research

DataReportal counted 5.66 billion social media user identities in October 2025, 68.7% of the world’s population. The average online adult uses close to seven platforms a month, and social networks are now the second most important channel for researching brands, after search engines.

• Pick the two or three platforms your audience actually uses rather than trying to be everywhere.
• Treat your profiles like mini websites: clear descriptions, contact options, reviews and links to your best pages.
• Post content that answers questions and shows proof of your work, not just promotions.
• Combine organic posting with targeted paid campaigns to reach new audiences. Our social media marketing team can help you find the right mix.

4. Work with Creators and Influencers Who Fit Your Brand

People trust recommendations from someone they follow more than a brand talking about itself. Influencer marketing has matured, and the focus has shifted from big follower counts to relevance and trust.

• Look for smaller, niche creators whose audience matches your customers. They often have stronger engagement and more credibility.
• Give creators room to talk in their own voice. Heavily scripted posts feel like ads and perform like them.
• Agree on clear goals and tracking, such as unique links or discount codes, so you can measure results.
• Make sure sponsored posts are clearly labelled, as most platforms and advertising rules require.

5. Invest in Video and Audio Content

Video now dominates attention online. YouTube CEO Neal Mohan said in 2025 that YouTube Shorts averages 200 billion daily views, and that around one billion people watch podcasts on YouTube every month. In the US, Edison Research’s Infinite Dial 2026 found that 80% of people aged 12 and over have listened to or watched a podcast.

• Turn your most common customer questions into short videos for YouTube Shorts, Instagram Reels and TikTok.
• Create longer videos for topics that need explanation, such as tutorials, case studies and product demos.
• Consider a podcast or video series if your industry relies on trust and expertise. Video podcasts help you reach both listeners and viewers.
• Repurpose each piece: one interview can become a video, several short clips, a blog post and an email.

6. Own Your Audience with Email and First-Party Data

Social reach and ad costs change constantly, but your email list is yours. As third-party tracking becomes less reliable, data customers share with you directly (first-party data) is becoming one of your most valuable assets.

• Offer something useful in exchange for an email address, such as a guide, checklist or early access.
• Set up automated emails: a welcome series, follow-ups after an enquiry, and reminders for abandoned carts.
• Segment your list by interest or buying stage so each message feels relevant.
• Respect privacy laws and make unsubscribing easy. Trust drives long-term results.

7. Turn Your Team’s Expertise into Content

Your team knows things no competitor can copy: how you solve problems, what customers ask, and what results look like. That first-hand experience is exactly what search engines and AI answers increasingly reward.

• Ask team members to share insights, behind-the-scenes posts and project wins on LinkedIn and other platforms.
• Build content around real questions from sales calls and support tickets.
• Add interactive elements where they help, such as calculators, quizzes or checklists, to keep visitors engaged.
• Put names and photos on your content so readers know real experts are behind it. Our content marketing services can help you build this into a steady publishing plan.

Bonus: Measure What Actually Grows the Business

None of these steps work well without good measurement. Set up conversion tracking in Google Analytics 4 and your ad platforms, decide which actions count as a lead or sale, and review results monthly. Focus on enquiries, sales and customer lifetime value rather than likes and impressions alone.

Where Should You Start?

You don’t need to do all seven at once. Use this quick guide to decide where to begin:

• If customers can’t find you on Google, start with search and AI search (point 1).
• If people visit but don’t enquire or buy, fix the mobile experience first (point 2).
• If your brand is unknown in your market, focus on social media, creators and video (points 3, 4 and 5).
• If you rely on one-off sales, build your email list and first-party data (point 6).
• If competitors seem more credible, turn your team’s expertise into content (point 7).

Conclusion

Digital marketing success comes from doing the fundamentals consistently: be visible in search and AI search, make mobile experiences effortless, show up on the social platforms your buyers use, and build trust through real expertise. Pick the two or three areas where your business is weakest, and start there.

Want help choosing where to focus? Get in touch with AJR InfoTech for a free audit of your SEO, ads and social presence.

Frequently Asked Questions

Sources

• DataReportal: Digital 2026 Mid-Year Global Update
• DataReportal: Digital 2026, two in three people use social media
• Keywords Everywhere: Google I/O 2026 Search announcements (AI Mode and AI Overviews figures)
• Search Engine Journal: YouTube Shorts 200 billion daily views
• Tubefilter: Edison Research Infinite Dial 2026