Nikki Dunbar, director of Nix Collective, explains the importance of making marketing resolutions that last longer than January.

January does funny things to us. A new year rolls in and suddenly we’re full of optimism. Fresh starts, big plans, good intentions.

Then February arrives… and some of those resolutions quietly slip away.

Marketing can follow the same pattern. A burst of energy, lots of activity and then frustration when results don’t happen overnight. One of the best marketing resolutions a business can make is also one of the hardest to stick to: commit to the long game.

Looking back at 2025, one thing became very clear. Visibility on its own isn’t enough anymore.

Customers are more informed, more selective and far more considered in how they make decisions.

They’re doing their homework, asking smarter questions and taking their time before choosing who to work with or buy from. Marketing has shifted away from chasing quick wins and towards building familiarity and trust over time.

That matters because most people aren’t actively looking to buy at any given moment. A lot of marketing happens quietly in the background, shaping perception long before someone is ready to act. The brands that consistently showed up throughout 2025 are now starting to see the payoff from that steady presence in what still seems to be a tricky market, something which we are seeing amongst our clients.

In the past, marketing has often been reduced to one main activity, especially in tough times. Social media is a common example, often seen as quick, easy, and enough on its own. While it plays an important role, it’s rare for one channel, one campaign, or one platform to deliver results in isolation.

It’s the combination that really matters.

Social media, PR, email and content work best when they’re aligned and pulling in the same direction. A clear, consistent strategy across multiple channels has been shown to improve performance significantly and it’s something more businesses are leaning into as they plan for the year ahead.

AI was impossible to ignore in 2025 and it’s set to play an even bigger role in 2026. But rather than something to fear, we’ve seen many clients use AI in genuinely positive ways, often beyond marketing.

From improving internal processes to freeing up time for teams to focus on higher-value work, it’s proving to be a powerful support tool when used thoughtfully.

What AI hasn’t changed is the need for clarity. Brands still need to know who they’re talking to, what they stand for, and why they’re different. Used well, AI supports good strategy. It helps businesses show up more consistently and confidently, rather than replacing the thinking behind it.

What’s encouraging as we move into 2026 is a real shift in mindset. More businesses are choosing thoughtful planning over quick fixes and treating marketing as a long-term investment, not a short-term experiment.

Investing in strong foundations: clearly defining audiences, refining messaging, and sharpening their positioning. When those pieces are in place, marketing feels less reactive and far more purposeful.

Like any good resolution, marketing works best when it’s realistic, consistent and given time. Make it past January, keep showing up, and it has a habit of rewarding the commitment.

Ready to make marketing resolutions that last all year? Let’s talk about your 2026 strategy.