Marketing Espresso

Send us a text In the first episode of Marketing Espresso for 2026, I’m kicking off a new season format and sharing honestly where my head is at with marketing this year – what I’m seeing, what feels off, and what I’m personally doubling down on. After four-ish years and hundreds of episodes, things are shifting a little: this year will run in seasons, with mostly guest episodes and the odd solo when I’ve got something big to say. Season one will run through to around Easter, and this episode is really a grounding one: setting the tone for how I’m approaching marketing in 2026. I talk about: Why social media feels heavier, noisier and less effective for so many business ownersHow AI is being oversold as a magic solution, and where it actually falls over badly in marketingThe quiet shifts I’m seeing around in-person events, networking and big-name conferences being cancelledWhy connection, customer experience and referrals matter more than ever when markets feel volatileI share conversations I’ve already had this year with studio owners and other business owners around social media fatigue – from endless ads, to struggling to tell what’s real and what’s fake, to the sheer drain of being constantly “on”. I also touch on the rise of bots, bought engagement and AI-driven content, and how that’s eroding trust on platforms like Instagram and LinkedIn. I talk about how I’ve personally responded: cutting my own social media time back to 30 minutes a day, walking away from doom scrolling, and being more intentional about how (and why) I’m showing up online. On the AI front, I share some of my own frustrations with its limits – especially when it comes to logic, customer journeys and nuanced work. It’s still incredibly useful for repurposing content once the thinking is done, but it is not a strategist, and it still gets basic research and dates wrong. It needs training, good foundations and constant double-checking. We then move into events, networking and word of mouth. I touch on the cancellation of South by Southwest Sydney and some major overseas conferences, and what that might signal about cost, time and where people want to spend their energy. At the same time, I still deeply believe events, small gatherings and networking are powerful – especially as digital spaces become more saturated with AI and advertising. Underneath all of this is one core theme: humans are craving real connection. Whether that’s online or offline, people want to feel seen, supported and looked after by the brands they choose. They care about what you stand for, how you behave and how you treat them once they’ve bought from you. If you want support with your 2026 marketing strategy, you can work with me via half-day intensives, full-day sessions, 90-minute power sessions or full done-for-you strategy. I’m currently booked out until March, but you can reach out any time to chat about what might be the best fit for y DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative