Most businesses talk about the future as if it is far away. The truth is, 2026 is around the corner, and the decisions you make today will define how competitive you are when you get there. In marketing and digital strategy, waiting is not an option. The right time to start preparing for 2026 was yesterday.

Why waiting until later is risky

The trends shaping 2026 are already visible. Customer behaviour, technology, and market expectations are shifting right now. If you start planning only next year, you will already be behind.

Transformation also takes time. Building skills, changing culture, and upgrading systems are not overnight jobs. You need time to align people, budgets, and goals before change becomes real.

In South Africa, digital adoption is rising fast. There were 50.8 million internet users in January 2025, representing 78.9 percent penetration. Around 26.7 million South Africans use social media, or 41.5 percent of the population (DataReportal, 2025). The local digital advertising market is forecast to grow by 17.3 percent per year between 2025 and 2030 (Grand View Research, 2025).

These numbers prove that digital transformation is no longer optional. Businesses that hesitate risk losing market share to faster, more adaptable competitors.

What starting now really means

If the best time to start was yesterday, the second-best time is today. Preparing for 2026 means focusing on three key areas.

1. Strategic foresight and scenario planning Look ahead to where your customers and industry will be in two years. What will they expect? What platforms will they use? How will your brand remain relevant? Businesses that map possible futures now can make smarter decisions about where to invest next.

2. Building capability through skills and culture Marketing success will depend on having the right people, mindset, and tools. In South Africa, 33.6 percent of social media users follow influencers (Meltwater, 2025). That shows how much the power of marketing has shifted towards content, personality, and trust. Teams that learn how to use data, automation, and creative storytelling will gain the advantage.

3. Delivering early wins while preparing long-term Do not wait for the perfect strategy before acting. Start with pilot projects that can show value quickly. Try a data-driven campaign, launch a small automation project, or test an influencer collaboration. These steps help build momentum and provide proof that transformation is working.

Research from MarkLives Media (2025) shows that 58 percent of South Africans respond positively to social media advertising, 54 percent to television adverts, and 53 percent to branded email. That mix highlights the need for a multi-channel approach where digital complements, not replaces, traditional marketing.

A practical timing roadmap

Right now (Q4 2025)

• Review your marketing and digital maturity.
• Define your 2026 vision.
• Identify one or two big opportunities and a few core enablers.
• Align your team and budget around clear goals.

Over the next 12 months

• Launch pilot projects that align with your 2026 direction.
• Upskill your marketing and leadership teams.
• Strengthen your data, content, and automation systems.
• Measure progress in customer engagement and behaviour, not only activity.

Entering 2026

• Scale what works.
• Track new trends in technology and audience habits.
• Adapt your business model to stay flexible.
• Keep your strategy focused on outcomes and long-term growth.

Signs that you are truly ready for 2026

• You have a clear, data-backed vision of what 2026 looks like for your business.
• You have already tested at least one initiative that supports that vision.
• Your team is developing new marketing and digital skills.
• Your systems and culture allow fast adaptation to market changes.
• You are measuring success by results, not effort.

Why this matters for South African businesses

With almost four out of five South Africans online, the digital economy is expanding rapidly. Younger audiences are influenced more by peers and creators than traditional adverts, while established brands are competing with smaller, more agile players who know how to move fast.

For local companies, the challenge is clear: you must combine strategy, creativity, and technology to grow. Digital is no longer just a channel. It is the engine that drives visibility, engagement, and revenue.

How ICTDigital can help

ICTDigital helps South African businesses bridge the gap between where they are and where they need to be by 2026.

We combine marketing strategy, creative execution, and technology integration to help brands grow smarter, not just faster. From digital audits and campaign planning to website optimisation, paid media, and content creation, our team helps you turn digital intent into measurable results.

If you are serious about being ready for 2026, we can help you:

• Build a clear digital marketing strategy based on real data.
• Develop campaigns that attract, convert, and retain customers.
• Improve your online presence through SEO, social media, and paid advertising.
• Integrate your digital tools so your business runs efficiently and scales easily.

The next two years will define the next decade for many brands. Start your 2026 preparation now. Speak to ICTDigital at www.ict.digital and let’s make sure your business is ready for what comes next.