Author: Tracy McCoy
One of the things James and I talk about often is how quickly marketing changes—and how important it is for business owners to stay ahead without feeling like they have to chase every new trend.
In Episode 3 of The Fish Slap Effect Podcast, we dive into what marketing could look like in 2026, from AI-driven search and authentic content to owned audiences, trust, and the strategies businesses should be paying attention to now.
If there’s one thing I’ve learned after years in marketing, it’s this: the tools change, the platforms change, and the algorithms definitely change.
Every year brings a new trend that’s supposed to revolutionize marketing. Some stick around. Others disappear as quickly as they arrived. But as I look ahead to 2026, I’m seeing a few shifts that businesses simply can’t afford to ignore.
Artificial intelligence is changing how people search for information. Social media platforms continue to evolve. And consumers are becoming more selective about who they trust and where they spend their attention.
The businesses that thrive in the coming years won’t necessarily be the ones with the biggest budgets. They’ll be the ones that build strong relationships, create authentic content, and develop audiences they can reach directly.
Stop Renting Your Audience
One of the biggest conversations I’m having with clients right now is about audience ownership.
For years, businesses have relied heavily on social media and paid advertising to reach customers. Those channels are still important, but they shouldn’t be your entire strategy.
I often tell people to think of social media as rented property. The platform owns the audience. The algorithm decides who sees your content.
Your email list, text message subscribers, customer database, and private communities? That’s property you own.
As platforms continue to change, I believe businesses need to spend more time building assets they control by:
- Growing their email lists
- Developing SMS marketing programs
- Collecting first-party customer data
- Creating communities that encourage engagement and conversation
The stronger your owned audience becomes, the less vulnerable you are to algorithm updates and rising advertising costs.
People Still Buy From People
I use AI tools every day, and I believe they’re transforming the way we work.
But here’s what I don’t believe: AI will replace human connection.
Consumers can tell when content feels generic, robotic, or overly automated. The businesses I see getting the best engagement aren’t hiding behind technology—they’re using technology to support their voice, not replace it.
They’re sharing stories. They’re highlighting their team. They’re showcasing customer experiences.
They’re being human.
In 2026, authenticity won’t be a nice bonus. It’ll be an expectation.
Authentic Content Continues to Win
Short-form video remains one of the most powerful marketing tools available today.
What’s changing is the type of content audiences respond to.
More often than not, I’m seeing behind-the-scenes videos, customer stories, quick tips, and day-in-the-life content outperform highly polished productions.
People want to know who they’re doing business with.
They want transparency. They want personality. They want to feel connected to the brands they support.
That’s great news for small businesses because you don’t need a massive budget to create meaningful content. Sometimes the most effective video is simply answering a question your customers ask every day.
The brands that successfully blend technology with authenticity are the ones I believe will stand out moving forward.
Why Owned Audiences Matter More Than Ever
If I could encourage every business owner to focus on one thing this year, it would be building an audience you own.
Social media reach has become increasingly unpredictable. That’s why email marketing, SMS programs, membership groups, and customer communities are becoming more valuable.
An owned audience gives you:
- Direct access to your customers
- Greater control over communication
- More opportunities for personalization
- Stronger customer loyalty
- Better feedback and engagement
When you own the relationship, you’re not dependent on a platform deciding whether your audience sees your message.
Marketing Tactics Losing Their Edge
Not every marketing strategy is aging well.
Some of the tactics I’m seeing become less effective include:
- Publishing AI-generated content without a clear strategy
- Posting simply to maintain a content calendar
- Generic SEO content that doesn’t provide real value
- Mass cold outreach and spam-style marketing
Today’s consumers expect relevance. They expect personalization. Most importantly, they expect authenticity.
I believe businesses that focus on creating value instead of simply creating content will continue to outperform their competitors.
What I Predict for 2026
As I look ahead, these are the trends I’m paying the closest attention to:
- First-party data will become one of the most valuable assets a business can own.
- AI will become seamlessly integrated into everyday marketing workflows.
- Authentic storytelling will outperform generic content.
- Short-form video will continue to dominate attention.
- Owned audiences will become more important than follower counts.
- Personalization will play a larger role in customer retention and loyalty.
The businesses that stay adaptable while keeping their customers at the center of every decision will be in the best position to succeed.
The Real Competitive Advantage
Marketing in 2026 isn’t about creating more noise.
It’s about creating more connections.
The businesses that focus on trust, authenticity, and building direct relationships with their customers will be better positioned for long-term success—regardless of what platform, technology, or trend comes next.
Algorithms will change.
Platforms will evolve.
New tools will emerge.
But trust never goes out of style.
The brands that invest in meaningful relationships, deliver value consistently, and create experiences people genuinely want to engage with will continue to stand out.
Because at the end of the day, marketing isn’t really about algorithms.
It’s about people.
Watch the Full Episode & Join the Conversation
Marketing is changing faster than ever, but the businesses that succeed aren’t necessarily the ones chasing every new trend—they’re the ones building trust, creating authentic connections, and staying focused on their customers.
🎙️ Watch the full episode of The Fish Slap Effect Podcast to hear our complete conversation about where marketing is headed in 2026, the impact of AI, the growing importance of owned audiences, and the strategies business owners should be paying attention to right now.
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Because while the tools and platforms may change, meaningful relationships will always be the foundation of great marketing.