Is the 70–20–10 Rule Still Effective for Digital Marketing in 2026?

Digital marketing in 2026 feels very different from what it was just a few years ago. Platforms change faster, trends don’t last long, and customer attention is harder to hold. Because of this, many businesses look for simple rules that can help them decide where to spend their time and money.

One such rule is the 70–20–10 rule.

It has been around for a long time and is still talked about in marketing circles. But the real question is not whether it is popular. The real question is whether it is still useful in today’s fast-moving digital world.

Let’s talk about that in simple, practical terms.

What Exactly Is the 70–20–10 Rule?

The 70–20–10 rule is a planning framework. It helps businesses decide how to divide their marketing efforts.

At its core, it says:

• Most of your effort should go into what already works

• Some effort should go into improving those ideas

• A small part should be used for trying something new

Here’s the idea in a very simple table:

Percentage	Focus Area	What It Means in Real Life
70%	Proven activities	Channels and content that already give results
20%	Growth ideas	Improving or upgrading what works
10%	Experiments	New, untested ideas

This balance is meant to keep marketing stable while still allowing growth.

Why This Rule Became So Popular

One big reason the 70–20–10 rule became popular is because it feels safe. It gives structure. It helps teams avoid panic decisions. It also makes planning easier, especially when budgets are limited.

Another reason is that it looks simple. When marketing feels confusing, a clear split like this can feel comforting. You know where most of your energy should go, and you still feel like you’re leaving room for creativity.

A Lesser-Known Fact About the Rule

Many marketers don’t realise this, but the 70–20–10 rule was not originally made for marketing.

It came from learning and development, where it was used to explain how people learn new skills. Over time, marketers borrowed the idea and adapted it for content and campaigns.

While the adaptation makes some sense, learning something and deciding to buy something are very different behaviours. That difference becomes important in 2026.

How Digital Marketing Looks in 2026

To judge whether the rule still works, we need to look at today’s reality.

Area	What’s Different Now
Content	Short videos and visuals dominate
Platforms	Algorithms change frequently
Ads	Costs are higher than before
Users	Attention span is shorter
Tools	AI tools are widely used

In this kind of environment, strategies need to be flexible. Fixed rules can feel limiting.

So, Is the 70–20–10 Rule Still Effective?

The short answer is yes, but only if used loosely.

The idea of balancing safe work with experimentation is still very relevant. What doesn’t work well anymore is treating the numbers as fixed and permanent.

In 2026, marketing needs adjustment almost every month, sometimes every week.

Where the 70–20–10 Rule Starts to Fall Short

One limitation is that the rule focuses more on internal planning than on customer behaviour. It talks about how much effort to spend, but not why customers act the way they do.

Another issue is that every business is at a different stage.

A new business often needs to test many things before it finds what works. For them, spending only 10% on experiments may not be enough. On the other hand, a well-known brand may not need that much experimentation at all.

The rule can also unintentionally slow innovation. When teams are told that only a small part of their work can be “experimental,” they may hesitate to try bold ideas, even when the opportunity looks promising.

How Marketers Are Using the Rule More Smartly in 2026

Instead of following 70–20–10 strictly, many marketers now adjust the ratio based on real performance.

Here are some common flexible versions used today:

Business Type	Common Split Used
New business	60–25–15
Growing brand	70–20–10
Digital-first brand	50–30–20
Local service business	80–15–5

The logic stays the same, but the numbers move.

A Simple Example to Make This Clear

Imagine a local business spending ₹1,00,000 per month on digital marketing.

Instead of locking this split for the whole year, the business reviews results every month. If short videos start bringing more enquiries, more budget is shifted there. If something stops working, it gets reduced or paused.

This way, the business is not controlled by the rule. The rule supports decisions, not replaces them.

When the 70–20–10 Rule Still Works Well

The framework still helps when:

• You already know what brings results

• You review performance regularly

• You are open to changing the split

• You treat it as guidance, not a rulebook

Used this way, it keeps marketing balanced.

When It’s Better to Move Beyond It

The rule struggles when:

• You are just starting out

• Your audience behaviour is changing fast

• New platforms are giving sudden opportunities

• You rely on it without looking at data

In such cases, customer behaviour should guide decisions, not fixed percentages.

Final Verdict

The 70–20–10 rule is not outdated, but it is no longer enough on its own.

In 2026, successful digital marketing is built on:

• Understanding customers

• Tracking real results

• Adjusting quickly

• Being open to experimentation

Rules can guide thinking, but they should never replace it.

Final Thoughts

Digital marketing today is less about following formulas and more about responding to real people. Frameworks like the 70–20–10 rule can still be useful, as long as they remain flexible and customer-focused.

For businesses that want help creating balanced, practical digital strategies that match modern customer behaviour, working with experienced professionals makes a real difference. Creatikartta, a digital marketing company in Dehradun, helps brands move beyond rigid rules and build digital marketing strategies that grow with their audience and the changing digital landscape.