Author: Tracy McCoy
One of the things James and I talk about often is how quickly marketing changes. It seems like every few months, there's a new platform, a new algorithm, or a new tool that's supposed to completely transform the way we do business. The truth is, while the tools continue to evolve, the fundamentals rarely do.
In this episode of The Fish Slap Effect Podcast, we talked about where we believe marketing is headed for the rest of 2026. As I thought more about our conversation afterward, I realized that many of these predictions aren't really about technology at all. They're about relationships. The businesses that will continue to grow aren't necessarily the ones chasing every new trend. They're the ones learning how to use new technology while staying connected to the people they serve.
Stop Renting Attention and Start Building Relationships
One of the biggest shifts I see happening is the move away from simply renting attention through advertising and toward building audiences you actually own. For years, businesses have relied almost entirely on social media platforms to reach customers. While those platforms are still incredibly valuable, they're becoming less predictable as AI changes how people search for information and how content is delivered.
That means your email list, customer database, loyalty program, text message subscribers, Facebook groups, and online communities are becoming more valuable than ever. Those are relationships you own. They're people who have already said, "I'm interested in what you have to say." That's a much stronger foundation than hoping an algorithm decides to show your next post. If you haven't started intentionally building your first-party audience, now is the time.
AI Isn't Replacing Authenticity
I know AI is the topic everyone wants to talk about, and I completely understand why. I use AI every single day. It helps me brainstorm ideas, organize information, and work more efficiently. But here's what I don't think is going to happen: I don't think AI is going to replace authentic businesses. In fact, I think the opposite is happening. The more AI-generated content fills our feeds, the more people crave content that feels real.
Customers want to know who's behind the business. They want to hear your perspective. They want your experiences. They want your story. AI should help you create better content, not become your entire content strategy. The businesses that use AI as an assistant instead of a replacement are the ones that will stand out.
Storytelling Is Becoming Your Greatest Marketing Tool
Years ago, one of the first things we taught our team was something that still holds true today: we are storytellers. That hasn't changed.
Whether you're a local contractor, a healthcare provider, a retailer, or a nonprofit, your customers don't just buy products and services. They buy confidence. They buy trust. They buy the feeling that they're working with someone who understands them. That's why I believe storytelling is becoming even more important. Share why your business exists, introduce your team, celebrate your customers, show behind-the-scenes moments, and talk about challenges you've overcome. No one can tell your story better than you can.
Your Content Needs Purpose
One prediction I'm very confident about is that random content is going to become less effective. We've all seen businesses posting simply because they feel like they have to. Random holidays, generic motivational quotes, and AI-generated graphics that could belong to almost any company don't build meaningful connections.
Instead, every piece of content should answer one simple question: Why does my customer care?
When your content educates, solves a problem, answers a question, or helps someone make a better decision, people engage. That's what algorithms notice. More importantly, that's what customers remember.
Engagement Will Matter More Than Volume
For a long time, marketers focused almost entirely on posting frequency. Today, engagement is becoming much more important. I'd much rather see a business publish three meaningful posts each week that start conversations than post every single day with content nobody interacts with.
Sometimes, spending twenty minutes responding to comments, joining conversations in your community, or supporting another local business creates more visibility than publishing multiple posts. Marketing has always been about conversations, and technology hasn't changed that.
Businesses Need to Learn the New Search Landscape
Search is changing faster than many business owners realize. AI-powered search results are creating more "zero-click" experiences where customers get answers without ever visiting a website. That's why learning about Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) is becoming increasingly important.
It sounds technical, but the idea is actually simple. Search engines want trustworthy information. They want firsthand experience. They want businesses that demonstrate expertise instead of simply publishing content for the sake of publishing content. The more useful, authentic, and consistent your information is, the better positioned you'll be as search continues to evolve.
The Marketing Trends I Think Are Fading
Every year, there are a few marketing habits that become less effective. As I look ahead, these are the ones I'd start leaving behind:
- Publishing AI-generated content without adding your own perspective.
- Posting on social media without a clear strategy.
- Sending generic mass messages that feel automated instead of personal.
- Chasing every new trend without understanding whether it actually fits your audience.
Marketing isn't about doing more. It's about doing the right things consistently.
What I'd Focus on for the Rest of 2026
If I could encourage every business owner to focus on one thing for the rest of the year, it would be this: build relationships. Learn how AI works. Understand how search is changing. But never lose sight of the people on the other side of the screen.
Technology will continue to evolve. Algorithms will continue to change. Platforms will come and go. Relationships are what continue to build businesses decade after decade.
The Bigger Picture
One of the biggest mistakes we can make is believing that better technology automatically creates better marketing. It doesn't. Technology simply gives us new ways to connect.
The businesses that will continue to grow are the ones that combine smart strategy with genuine relationships. They'll embrace innovation without sacrificing authenticity. They'll use AI to become more efficient while still making customers feel like they're talking to a real person. That's what creates momentum that lasts. That's what builds trust. And in the end, trust is still the most valuable marketing asset any business can have.
Watch the Full Episode & Join the Conversation
If you're wondering how AI, search engines, and changing customer behaviors could impact your business, I invite you to listen to or watch the full episode of The Fish Slap Effect Podcast. James and I dive deeper into these marketing predictions, share practical examples, and discuss how business owners can adapt without feeling overwhelmed.
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Because while marketing tools will continue to evolve, the businesses that consistently build trust, nurture relationships, and stay true to their story will always have the greatest competitive advantage.