Succeeding in business these days requires more than just the ability to change. It requires the ability to change faster than your competition, your customers, and your industry. And marketers are especially well-positioned this year to guide sweeping, technology-driven transformations in their businesses. First, marketers will help lead efforts to wring better results out of generative artificial intelligence (AI) apps. Merely achieving cost cuts with AI will no longer be enough. Instead, research shows that businesses must measure whether the new technology actually improves their marketing outcomes … that is, whether it attracts new customers and engages current ones more deeply. Also, public pushback against AI-generated content and services will grow, forcing brands to develop transparency standards for explaining AI’s role in creating content and making decisions. At risk is not only a company’s brand value in the public eye, but also its ability to comply with new regulations from U.S. states, the European Union, China, and South Korea. Second, while brands will continue to increase spending on social media influencers this year, they’ll set higher standards for trustworthiness, truthfulness, and transparency. More influencers will be required to disclose FUTURE NOW Top Marketing Trends to Watch This Year
paid relationships. Also, marketers will be monitoring their content even more closely for ethical breaches, misleading claims, and offensive language. And finally, the potential health hazards of ultra-processed foods (UPFs) are likely to attract greater regulatory attention. As the U.S. Food and Drug Administration and the World Health Organization move toward setting more specific, targeted definitions of various UPF product categories, policymakers are likely to restrict marketing of items considered especially harmful. Marketers will need to show how they are limiting exposure of vulnerable groups, such as children, to UPF ads. As you respond to these trends in 2026, take a moment to congratulate yourself for staying abreast of some of the most breathtaking business changes in memory. The opportunities (and threats) these trends pose will make 2026 a watershed year.
Exit Smart Just Because You Can Sell Doesn’t Mean You Should
Are your business systems and assets well-established? A lack of solid accounting, human resources, and customer relationship management systems will put a big dent in a buyer’s offer price. Before you consider selling, establish and monitor key performance indicators over time. Make sure your financial reports are clean and accurate. Also, prepare to offer persuasive descriptions of business assets that AI cannot replace, such as community ties, deep niche expertise, and customer trust. Is your marketing reliable and sustainable?
Stories of entrepreneurs who sell their businesses for big bucks are alluring for any business owner. Running a company can be exhausting, and when a prospective buyer shows up, hinting at flattering valuations, it’s tempting to jump on the “deal.” Too often, though, business owners sell at the wrong time and regret it. To avoid exiting your company too early, it’s essential to understand what prospective buyers want. Here are three questions to ask yourself to make sure the time is right for your business. Can the business run without you? Savvy business buyers always
Business owners are often the primary drivers of their marketing strategy. Can your marketing plan run independently of you? A well-established system of generating new leads and closing sales is essential to instilling confidence in a prospective buyer. Don’t try to negotiate the sale of your business on your own. Remember that most buyers are experienced negotiators who have closed many deals. Call in trusted advisors, such as a mergers and acquisitions specialist, an attorney, and a tax expert. While completing all these steps may seem daunting, you’ll be glad you did. This rigorous approach is the best way to ensure you aren’t haunted by regrets as the sale of your business grows smaller in your rear-view mirror.
picture what the company looks like after they step away. To keep the business running smoothly without you, have you developed a second layer of leadership? Can your team continue to grow and remain profitable if you’re no longer involved day to day? And if a buyer does need to replace you, can that transition happen without hurting the company’s profitability?
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