|
|
It’s crazy to think how much marketing has changed in ten years. Back in 2015, things felt a lot simpler (and maybe a little slower). You built a decent website, printed a brochure, sent a few well-timed email campaigns and posted something vaguely interesting on Facebook — and that was enough to make an impact. Marketing back then was all about visibility. Being seen was the goal.
Now? Visibility is just the starting point. The real challenge is connection and being top of mind!
We’ve gone from broadcasting to actually building relationships. From shouting “look at us” to asking “how can we help?”. Audiences expect to feel something — authenticity, relevance, trust (and if you can make them smile, even better).
Social media has probably been the biggest driver of that change. In 2015, Facebook ruled the world, LinkedIn was painfully formal (and really just for job seeking) and Instagram was mostly filtered lattes and sunsets.
Fast forward to now and everything’s different. LinkedIn is more human, Instagram is more strategic and TikTok — which didn’t even exist back then — has changed how we think about storytelling and content altogether.
Businesses that once avoided showing any personality now understand (or at least need to) that people buy from people. The polished, corporate façade doesn’t land the way it used to — and that’s a good thing.
No longer do we all need to rely on Canva templates that make everything look like it’s rolled off a graphics factory line — people don’t want perfection, they want personality.
They’d much rather hear you (the actual face behind your business) talking to them, not some over-styled version of you.
Data has been another game-changer. We now know so much more about our audiences — who’s reading, when they’re engaging, when they are likely to buy and what they actually care about. That’s incredibly powerful, but it’s also forced marketers to grow up a bit. GDPR, cookie pop-ups and data ethics have all made us more intentional. We can’t just “spray and pray” anymore—we have to learn, adapt and target strategically if we want to stand out.
And then, of course, came the pandemic. Suddenly, every event, meeting and conversation went online overnight. (Some of us are still stuck in the era of back-to-back Teams) It was chaotic, but it forced us all to communicate differently. We had to show empathy, clarity and creativity because we weren’t just selling anymore; we were connecting through screens during one of the hardest times in recent memory.
It made us marketers more about stories and less about slogans. We stopped just telling people what we do and started showing why it matters — the businesses, the people, the partnerships.
Honestly, I think that’s what good marketing has always been about and many of us were there but now we just say it louder.
As for what’s next — well, AI is already here and it’s changing everything. It’s not about replacing marketers (at least not yet!) but about freeing us up to focus on creativity, strategy and storytelling.
The real skill will be knowing when to use it and when to put it down. Because people can tell when something’s written by a human who cares versus a robot who doesn’t.
If the last decade was about digital transformation, the next will be about human transformation. People are craving authenticity, values and experiences that feel genuine.
Marketing will keep evolving, but I think we’ll see a swing back to simplicity — real stories, real voices, real people.
For small businesses, that’s actually great news. You don’t need a huge budget to do marketing well anymore. You just need to know your audience, be consistent and show up as you. (The best campaigns still come from curiosity and courage, not cash.)
So, ten years on — marketing looks completely different, but the heart of it hasn’t changed. It’s still about understanding people, creativity, thinking outside the box, building relationships and telling stories that matter.
And that’s not something an algorithm will ever do better than a human can.
With all that said if you’re thinking about where to focus your energy in 2026, turn the page for my top ten tips.
1 Be Human.
People want to connect with people — not polished logos or corporate voices. Talk like a person, not a press release. Get comfortable showing up as you. The most engaging content is the kind that feels like a genuine conversation, not a campaign. And yes, that means getting over the fear of being on camera. You don’t need studio lighting or a script — just pick up your phone and talk. The more you do it, the easier it becomes. Remember, people aren’t looking for perfection — they’re looking for connection.
2 Ditch the Canva clones.
Whilst I absolutely love Canva (and recommend it to everyone who wants to make life easier), not everything needs to look like it’s rolled straight off a production line. Perfect design doesn’t always make the best impression — authenticity does. People are drawn to content that feels real and human, not something that could belong to anyone. Match and mirror your real world where you can — use your staff, your customers, your workspace, your community. Ask customers if you can share their social posts or photos in action. The best content usually comes from the people already around you. So, before you spend hours adjusting colours and fonts, ask yourself: could a real moment tell this story better? Chances are, it could.
3 Know your audience.
Spend time understanding who you’re actually speaking to — and what matters to them. The better you know your audience, the easier everything else becomes. But be careful: your current audience isn’t always your authentic buyer. It’s easy to fall into the trap of tailoring your marketing to whoever’s listening, rather than to the people most likely to purchase. Spend time learning who’s genuinely buying (and why), then work harder at attracting them. This can be especially tricky in industries where your user isn’t your buyer — like kids’ toys, where the marketing has to appeal to parents, not the little ones who’ll be playing with the product. The goal is to align your message with the people who make the decisions — not just the ones who hit “like.”
4 Consistency wins.
You don’t need to post every day — you just need to show up regularly, with purpose. Algorithms have become so much smarter in the last few years. Gone are the days when you had to post at 7am to catch the morning scrollers or 5pm to reach people on their commute home. If your content is written well and targeted correctly, it will find the right audience — sometimes even weeks or months later. Ever had a like or comment pop up on a LinkedIn post you barely remember writing? That’s the algorithm doing its thing. So stop stressing about perfect timing and focus on showing up consistently with content that’s relevant, authentic and adds value. Regular, quality content always outperforms random bursts of “I haven’t posted in ages so here’s something” energy.
5 Tell real stories.
Share what’s actually happening in your business — the behind-the-scenes moments, the challenges, the wins (and even the near misses). People love honesty and relatability; it’s what makes them feel connected to you. And I can’t stress this enough — this is where small businesses can really win! You are the face and voice of your business and that’s something bigger brands can’t replicate. They have layers of sign-off, social media teams changing hands and CMOs trying to speak for everyone — which makes it harder for them to build real relationships. You don’t have that problem. So get behind the camera, talk to your audience and make it real. It doesn’t need to be perfect — it just needs to be you.
6 Use data (but don’t drown in it).
Track what works, learn from it and move on. You don’t need a dashboard for everything — just enough insight to make smart decisions. Us marketers love data (probably a little too much at times). We love the psychology behind why people buy, what pulls at their emotions and what keeps them coming back. But while numbers tell a story, they’re not the story. Use data to guide you, not overwhelm you. It should give you direction — not decision paralysis. Measure what matters, take the lessons and then get back to creating.
7 Test and learn.
Try new formats, tones and platforms. Marketing moves fast, so stay curious and flexible. I know that’s easier said than done, especially for small businesses. One of the hardest things for SMEs (and something I hear all the time) is the struggle to keep up. I get it — I probably receive about 20 marketing newsletters a day, each one claiming to have the latest update on algorithm changes, social media trends or “the one thing you must be doing right now.” It’s a lot.
But please, don’t let it overwhelm you. If you find something that works, stick with it. If it suddenly stops working, that’s your sign to adapt — not panic. Try different formats, experiment with tone and test new platforms when you can. And please don’t fall into the “TikTok is just kids dancing” trap. The number of SMEs who say that to me is unreal. (Yes, there are still a few dance trends — but only if that’s the content you engage with!) TikTok has become a serious platform for businesses, education, storytelling and brand awareness. It’s basically the new TV — but where access is open to everyone. My advice for anyone terrified of TikTok? Don’t dive in headfirst. Create a personal account first. Follow and engage with content that mirrors your business audience or industry, and just observe for a while. You’ll quickly start to see the layers — and how it can work for you. The truth is, there’s no magic formula. The best marketers (and the best businesses) are the ones who stay curious, take risk, aren’t afraid to fail (or get just one view and no likes), experiment often and aren’t afraid to learn as they go.
8 Make video part of your toolkit.
Video isn’t new — it’s been around for years — but we all need to be using it more. It’s still one of the most powerful ways to build trust and connection because it shows you. And no, it doesn’t have to be polished or professionally filmed. Short clips on your phone, talking directly to camera, are often the ones people remember most (because they feel real). What we’ve also learned is that even though more of us are watching video, it doesn’t always mean we’re listening. Most people scroll with the sound off, so always add subtitles or captions where you can. It makes your content more accessible, easier to engage with and far more likely to actually land. So, whether it’s a 15-second update, a quick “hello,” or a behind-the-scenes moment — just start filming. You’ll be amazed at how much more people connect when they can see and hear you.
If there’s one thing I’ve learned in the last ten years and indeed throughout my career it’s that marketing never sits still. Just when you think you’ve cracked it, the algorithm moves, a new app appears or your audience decides they’re somewhere else entirely. But that’s what makes it fun. Keep showing up, keep trying new things and, above all, keep being yourself. The best content doesn’t shout the loudest — it connects the most.
9 Don’t just think digital.
Traditional media still absolutely has its place. (Yes, print is still alive and well!) Depending on your audience, local radio, press, billboards, outdoor signage and even flyers can still deliver amazing results. In fact, studies show that around 70% of consumers trust print advertising more than online ads — because it feels more tangible, more local and let’s be honest, less intrusive. The best marketing mixes both worlds. Use digital for reach and immediacy, but don’t underestimate the power of being seen in your local paper or heard on the drive home. Sometimes old-school still works.
10 Don’t be afraid to fail — and give it time.
Not everything you try will work. (If it did, we’d all be viral millionaires by now.) Marketing is about experimenting, learning and adapting. Some posts will flop, some campaigns will land better than you expected and others might just need a tweak and a second go. The important part is to keep showing up. Building awareness and trust takes time — it’s not an overnight success story, it’s a long game. So give yourself permission to fail fast, learn quickly and move forward. Every “miss” teaches you something that’ll make the next thing better.
If there’s one thing I’ve learned in the last ten years and indeed throughout my career it’s that marketing never sits still. Just when you think you’ve cracked it, the algorithm moves, a new app appears or your audience decides they’re somewhere else entirely. But that’s what makes it fun. Keep showing up, keep trying new things and, above all, keep being yourself. The best content doesn’t shout the loudest — it connects the most.
