As an agency director and practitioner, this data confirms what we feel daily working with clients – the focus is increasingly shifting from loud, but hard-to-measure campaign metrics to direct business results and the development of owned, controllable channels.   

Here are my main takeaways on how companies are planning their marketing for the coming year.

Business First: Sales > Likes

While brands once dedicated much energy to social media engagement metrics (likes, comments), today "hard" business KPIs undeniably dominate the assessment of marketing effectiveness. The study shows that 82% of companies rate sales figures and dynamics as their most important indicator.   

Right behind sales comes brand awareness (78%) and website/store visitor traffic (76%). Interestingly, social media engagement metrics have slipped down the effectiveness scale, despite social media itself remaining the top priority for resource allocation. This clearly indicates that social networks are being used not to hoard followers, but as powerful tools to drive sales and awareness.

Owned Channels and Social Media – The Main Investment Targets

Looking at where companies plan to invest time and budget, direct channels dominate. Social media (advertising and content) is the convincing number one priority – 75% of companies rank it in their TOP 5.   

Closely following in second place (66%) is marketing in owned channels, such as the company website, sales points, and through POS materials. This demonstrates a desire to retain control over their message and customer experience, reducing reliance on third-party platforms whose algorithms and costs are unpredictable. Digital media (banners, video advertising) holds steady in third place with 53%.

The Battle of Digital Platforms: TikTok Continues to Grow, GEO – The New Player

Analyzing the projected increase in the importance of specific digital channels for 2027, TikTok has taken the absolute lead. Compared to last year when it was in fourth place, this year TikTok has overtaken Facebook, Instagram, and Google search, with 45% of experts predicting its importance will increase. The platform's powerful, highly engaging algorithm is clearly providing brands with the reach they are looking for.

However, the real news and most interesting trend is Generative Engine Optimization (GEO). Already, 36% of companies predict an increase in the importance of this channel. Customer habits are changing – people are increasingly asking AI (like ChatGPT) instead of using traditional Google searches. Brands, especially in the B2B and services sector, need to start thinking about how their content is indexed and presented within these AI tools.

Overall, in preparing for 2027, companies need to be pragmatic. Focus on the channels that directly drive business goals, while beginning to adapt to the new search reality brought about by artificial intelligence.

Read the full report here