Hello,
I spent the last few days with family, squeezing in a short reset before the year really begins. A quick road trip, and then straight back into work mode.
2026 is officially underway, and that’s what I want to talk about.
Last year, everyone talked about predictions for 2025. Now we’re already one step further. And there’s one thing I’m convinced of:
2026 will be the year where “always-on” marketing finally stops working.
Not because content doesn’t matter anymore. But because noise doesn’t move the needle. If you want real impact, numbers, feedback, relevance, you’ll need fewer things. But they have to matter more.
1. MEMORABLE BEATS FREQUENT
It’s not about posting something every day just to be present. Of course, a baseline matters. But the real results come from a few moments where you go all in.
- Big ideas.
- Big executions.
- Big experiences.
Call them tentpoles if you want. One, two, maybe three a year. Those are the moments people actually remember.
And no, this isn’t just about analog photography or nostalgia. It’s about creating experiences that turn into content. Content that feels earned.
2. BRANDED CONTENT NEEDS MORE LOVE
Which brings me to creators. The creator economy keeps growing:
- LinkedIn.
- Instagram.
- Podcasts.
- Video.
There’s still a lot of budget flowing there. But here’s the problem:
Most branded content still feels like an interruption. Creators see it as: “Okay, quick ad, then back to my real content.” That’s the wrong mindset.
Branded content should get more love than organic content. Not less. When I work with partners like American Express or HubSpot, I spend two or three times more effort on those pieces. Because value always comes first, for the audience and for the partner. The best integrations don’t feel like ads at all. They’re part of the story.
3. PHYSICAL ACTIVATIONS STICK
The same thinking applies offline. Physical activations are coming back strong. But not the old-school, closed-off kind. It’s not about inviting ten influencers to a private dinner and calling it a day.
The smart play: Use creators for initial traction. But make the experience accessible for the wider community.
People want to be part of something. They want proximity. They want memories. That’s why pop-ups, mobile activations, and open events work so well. They create real moments, and tons of organic content around them.
4. COMMUNITIES ARE UNDERPRICED
In a world where products and prices are often interchangeable, the real differentiator is how a brand makes people feel. Existing customers already trust you. They already love the product. They’re the easiest audience to activate, if you treat them well.
5. LOYALTY BEATS ACQUISITION
And if you do this right, something interesting happens. You stop obsessing over acquisition and start winning with loyalty. Great community doesn’t happen overnight. It takes time. Effort. Consistency. But when it works, it’s incredibly powerful.
Less noise. More meaning. Fewer moments, but ones people actually remember.
See you next time.
Watch the full talk
2026 Marketing Predictions on YouTube
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