Podcast Summary: The Duct Tape Marketing Podcast

Episode: "6 Marketing Trends That Will Shape 2026"

Host: John Jantsch
Date: January 8, 2026

Main Theme/Purpose

In this solo episode, John Jantsch presents his annual “obligatory trends” forecast, sharing six major marketing trends he believes will shape 2026. Rather than focusing on shock-value predictions, John discusses evolving trends and core principles becoming more vital in the changing marketing landscape. The episode is filled with hands-on advice for small business owners and marketers seeking clarity, consistency, and actionable strategy for the coming years.

Key Discussion Points & Insights

1. The Local Advantage Just Got Louder

(Starts ~03:00)

• Local SEO remains critical. Despite SEO’s evolving landscape, being discoverable at the local level is more important than ever.
• Google Business Profile as an active channel.
  • “Look at your Google Business Profile now…not as just a directory listing…but as a publishing platform.” (John Jantsch, 04:12)
  • Add images, descriptions, services, pricing—use every relevant feature, and post regularly.
• Don’t forget other local platforms. Participation on Yelp, Reddit, and local online forums further strengthens visibility.
• Consistency matters. Weekly activity—getting reviews, posting updates, engaging on directories—is key.
• Noteworthy Advice:
  • “Whoever’s doing your marketing…there needs to be some thought about: Are we getting reviews, are we posting on Google, are we posting in other platforms?” (John Jantsch, 07:00)

2. Real is the New Viral

(Starts ~08:00)

• AI-generated content is everywhere, and it’s making everything sound average.
• Trust and authenticity will stand out.
  • “If everything…sounds like it came from a robot, you’re going to have trouble standing out.” (John Jantsch, 08:20)
• Share what only you can share—behind-the-scenes looks, honest stories, and client testimonials.
• Push past comfort zones.
  • “If you’re not sharing stuff that makes you a little uncomfortable, you’re probably not taking advantage of this trend.” (John Jantsch, 09:10)
  • “All AI is trying to do is make us average. So the more you can think, how can I do something that nobody else in my space could do…that’s what you need to be focused on.” (John Jantsch, 10:10)

3. Mischief is a Marketing Strategy

(Starts ~11:20)

• Memorability trumps convention.
  • “You don’t need a Super Bowl ad to be memorable.” (John Jantsch, 11:30)
• Think outside the box:
  • Handwritten notes, quirky collaborations, pop-up events (like a lemonade stand outside your shop)—anything that gets people talking offline and can later be amplified online.
• Embrace creative risks.
  • “If what I’m talking about makes your accountant nervous…you’re probably onto something.” (John Jantsch, 12:05)
• Schedule mischief. Do something offbeat once a quarter; tie it to local events or causes.

4. Retention is the New Acquisition

(Starts ~13:15)

• Investing in existing customers is more impactful than chasing new ones.
  • “It is much more expensive, much harder to get somebody who doesn’t know you to understand you and trust you than it is to get that person who’s had a great experience with you to continue to trust it.” (John Jantsch, 14:00)
• Lifecycle marketing essentials:
  • Focus on onboarding, upsells, reactivation, and referrals.
• Quick wins hide in retention.
  • “If you drop me into a business, those are some of the places where I could probably find some immediate quick wins.” (John Jantsch, 14:35)
• Rethink budget allocation. Spend less on cold leads, more on serving and growing existing relationships.
  • “What if you literally just said, okay, here’s 20%, my best customers, what else do they need?” (John Jantsch, 15:10)

5. The Rise of the Trust Broker (Micro-Influencer Evolution)

(Starts ~16:20)

• Traditional influencer marketing is losing its impact.
• True influence comes from smaller, highly trusted community leaders.
  • “Big influencers…all the content looks like a commercial…But the niche creators, they really are trusted by their communities.” (John Jantsch, 17:00)
• Build real partnerships.
  • Seek out micro-influencers aligned with your brand and collaborate for long-term mutual value.
  • “Find three or five of them who align with your values…build some real relationships. Don’t just go buy a post.” (John Jantsch, 17:50)
• Look for engagement, not audience size. These collaborators often offer more affordable and authentic access to your target market.

6. Be the Answer

(Starts ~19:20)

• SEO is about being genuinely helpful and answering real questions.
  • “Being helpful has always been in style.” (John Jantsch, 19:45)
• The intent behind your content matters more than keywords or traffic volume.
• Modern content strategy:
  • Answer questions, solve problems, and be a resource, not just a brochure.
  • “Our content needs to be today… useful, helpful; gets to the point of somebody saying, okay, yeah, you get the problem that I’m trying to solve.” (John Jantsch, 20:25)
• Users want answers, not sales pitches.

Notable Quotes & Memorable Moments

• “All AI is trying to do is make us average. So the more you can think, ‘How can I do something that nobody else in my space could do?’—that’s what you need to be focused on.” (John Jantsch, 10:10)
• “You don’t need a Super Bowl ad to be memorable.” (John Jantsch, 11:30)
• “If what I’m talking about makes your accountant nervous…you’re probably onto something.” (John Jantsch, 12:05)
• “Retention is the new acquisition…That’s where the real money is.” (John Jantsch, 13:35)
• “Being helpful has always been in style.” (John Jantsch, 19:45)

Timestamps for Major Segments

• 03:00 — The Local Advantage Just Got Louder
• 08:00 — Real is the New Viral
• 11:20 — Mischief is a Marketing Strategy
• 13:15 — Retention is the New Acquisition
• 16:20 — The Rise of the Trust Broker / Micro-Influencer
• 19:20 — Be the Answer

Final Thoughts

John wraps up the episode by urging listeners to finish 2025 strong or set themselves up for success in 2026 by integrating these trends into their strategies. His overall message: focus on authenticity, foster community trust, do the real work of engagement—online and off—and be relentlessly helpful.

This summary captures the energy, insight, and action-oriented advice from John Jantsch, serving as an essential reference for anyone planning their 2026 marketing strategy.