How Marketing Will Completely Change in 2026 - Marketing School Recap

Podcast: Marketing School

Published: 2025-12-29

Duration: 19 minutes

Summary

Neil and Eric predict a resurgence of SEO, the coexistence of SEO and AEO, and the growing importance of community building and in-person events in the marketing landscape by 2026.

What Happened

Neil and Eric begin the episode by discussing the uncertainty surrounding SEO and its recovery in recent years. They highlight a slowdown in the agency world due to concerns about AI's impact on SEO but note that companies are starting to reinvest in SEO as they recognize its continued value.

They predict that in 2026, both SEO and AEO will coexist rather than one replacing the other. Companies are revisiting their strategies, and there's a growing interest in exploring both channels to maintain a competitive edge. The conversation also touches on the importance of using organic social media to control brand narratives.

In-person events are expected to make a strong comeback, with companies focusing on smaller gatherings to foster closer connections with clients and partners. Eric shares his personal experiences with hosting events and emphasizes the lasting impact they have on attendees.

The rise of go-to-market engineers is identified as a trend, with these professionals playing a crucial role in automating workflows and enhancing marketing effectiveness. The discussion includes insights from industry leaders like Wade Foster of Zapier, who highlights the value of automation expertise.

A significant point made is the shifting focus from feature differentiation to managing switching costs in SaaS. Companies are advised to integrate deeply into their clients' systems to increase the difficulty and expense of switching to competitors, thus ensuring customer retention.

The episode also explores how marketing strategies are adapting to rapid technological advancements. AI products are evolving quickly, and companies like Lovable need to find product market fit every three months to stay competitive.

Finally, Neil and Eric underline the importance of building and owning communities to mitigate the risks posed by unpredictable algorithms on various platforms. They caution against common mistakes, such as relying solely on high-profile events that might not engage the broader target audience effectively.

Key Insights