Coffee N° 5 with Lara Schmoisman

Episode: "2026 Is Calling: What Marketers Need to Know"

Host: Lara Schmoisman
Air Date: November 25, 2025

Episode Overview

In her final episode of the year, Lara Schmoisman outlines what marketers and business owners need to prioritize heading into 2026. Focusing on the ever-evolving marketing ecosystem, Lara breaks down emerging trends into three categories: AI, content, and privacy. She provides strategic predictions, actionable insights, and emphasizes the increasing necessity of integration, authenticity, and human connection in a rapidly digitizing landscape.

Key Discussion Points & Insights

1. The Increasingly Interconnected Marketing Ecosystem

• Lara frames 2026 as a turning point for marketers:

  “If you don't integrate your marketing, if you don't have a team that works together in the different areas, things are going to be falling through the cracks.”
  (01:13)

2. AI: Opportunities & Responsibilities

a. Generative Engine Optimization (GEO)

• AI is shaping how content is surfaced and understood by platforms like Google.

  “We need to make sure that we are optimizing AI for answers...your content must be crystal clear.”
  (02:19)

• Action item: Ensure content is factual and direct to be recognized by AI-generated overviews.

b. AI Agents and Automated Shopping

• Bots and software are already shopping, comparing, and even negotiating on behalf of consumers.

  “Automated software is going to be doing the research, compare prices and read reviews. So even it will be able to negotiate sometimes deals.”
  (03:10)

• Marketer takeaway: Structure product data and pricing for machines, not just people.

c. AI Governance

• Rules and guidelines for AI use will become stricter in 2026.

  “Don’t do just whatever with AI. Make sure that you’re really reading the rules...hire someone who actually knows what they’re doing.”
  (04:12)

• Reminder: Keep a human in the loop for fact-checking and oversight.

3. Content: Quality, Authenticity, and Experiences

a. Depth Over Quantity

• Storytelling and meaningful content will outpace high-frequency, shallow posting.

  “Stop posting shallow posts, stop posting several times a day...You need to start creating content that are really valuable.”
  (06:18)

• Focus on crafting, SEO-rich captions, and posts that solve problems or inspire.

b. Authentic Narratives

• Consumers demand realness and transparency from brands.

  “Show your true self...People trust real stories over polished ones.”
  (07:12)

• Tips: Use authentic customer photos, videos, “behind the scenes” content.

c. The Micro-Influencer Shift

• Big influencer campaigns are yielding to niche experts with engaged, smaller followings.

  “The new celebrities...are those that are specialized experts—around 5,000 engaged followers is much better.”
  (08:50)

• Advice: Seek collaborations with trusted, knowledgeable niche influencers.

d. Bringing Digital Experience to Real Life

• 2026 will see brands orchestrating in-person events and experiences to bridge the gap from online to offline.

  “You need to connect and drive people from digital to real life and create experiences for them to connect with your brand.”
  (10:18)

4. Privacy: Data Ownership & Integration

a. The First-Party Data Era

• Third-party tracking is over; owning direct customer data is critical.

  “Your success now depends on how well you treat your data and your customers’ data and how they give it to you directly.”
  (11:00)

• Key: Collect and nurture customer emails, purchase history, and engagement.

b. Community-Led Growth

• Private groups (Discord, Facebook, etc.) and memberships facilitate two-way feedback and deeper relationships.

  “Let’s create private spaces...that’s where your best customers are going to be and you can interact with your brand.”
  (12:35)

c. Tech Stack Audits and Omnichannel Integration

• Ensure every tool in your marketing stack communicates effectively and avoid redundancy.

  “Do an audit on your tech stack. Make sure that the tools that you have are talking to each other...”
  (13:26)

• Advice: Get professional guidance to streamline and integrate systems for a seamless omnichannel approach.

Notable Quotes & Memorable Moments

• On AI & Human Balance:

  “AI is a tool, but there still needs to be a human behind it that double checks and fact checks, because mistakes happen.”
  (04:39)

• On Storytelling’s Resurgence:

  “Stories matter. Stories are really to connect with people.”
  (06:13)

• On Micro-Influencers:

  “In their eyes they’re celebrities; in the other ones, they’re just followers. So you want those engagements.”
  (09:24)

• On Brand Experience:

  “Think beyond the screen now. Your brand needs to offer memorable experiences.”
  (10:36)

Actionable Takeaways for 2026

• Integrate your marketing functions and tech stack.
• Craft high-quality, authentic content; embrace storytelling.
• Leverage niche experts and foster community bonds online and offline.
• Own and ethically manage your customer data.
• Audit and streamline your stack for omnichannel efficiency.
• Harness AI, but always keep a human in the loop.

Final Thought

“Use AI to work smarter, but use human creativity and honesty to connect deeper with your customer.”
(14:22)

For more resources and information, visit laraschmoisman.com or check the episode notes.