Marketing never seems to stand still.
Just when we think we’ve figured out an algorithm, platform, or best practice, something new comes along and changes how we approach our work.
That’s part of what brought the Agency 102 team to the 2026 Mid-Atlantic MarCom Summit in Washington, D.C., on October 14.
We spent the day hearing from marketing and communications professionals about everything from AI-powered search and emerging social media trends to brand storytelling and consumer behavior.
There was a lot to take in, but some of the biggest lessons weren’t about new technology at all. They were about people.
Here are three of our biggest takeaways.
1. AI Search Is Changing How Brands Get Discovered
“One of my biggest takeaways from the conference was the growing importance of AEO (Answer Engine Optimization) and how brands show up in AI search results. While traditional SEO is still important, we also need to think about whether tools like ChatGPT are mentioning our clients and using their content as sources. It was interesting to learn how original content, earned media, and answering real customer questions can help improve a brand’s visibility in AI search.”
— Cailie Zeidler, Marketing Specialist
AEO opens up new ways to think about the content we’re already creating and how it helps people discover a brand.
A well-researched blog post can answer a question someone is asking in Google while also providing useful information that AI search tools may reference. An expert perspective shared with a journalist can earn media coverage and help establish a brand as a credible source.
For us, this reinforces the importance of looking at SEO, content, and PR together. As search continues to evolve, brands need to think beyond traditional rankings and consider where they’re showing up, what information is being shared about them, and whether they’re being recognized as a trusted source.
2. People Crave Connection
Some of the most memorable examples from the day came from brands finding creative ways to bring their audiences together.
Kim Bolt, Chief Marketing and Strategy Officer at the Washington Spirit, talked about “Rowdy Audi,” where fans come together to cheer on the team. Allison Moss, Head of Marketing at Just Ice Tea, shared how customers post photos showing the ways they reuse and recycle the brand’s bottles.
Both examples show what can happen when people feel invested enough in a brand to participate in its story.
“Consumers want to feel like they’re part of the brand story, not just passive observers. To create that sense of connection authentically, brands need to understand what their audiences care about and find meaningful ways to invite them into the conversation.”
— Steph Senkewicz, Project Manager
Steph’s takeaway has us thinking about how we can create more of those opportunities for our clients.
That might mean highlighting real customer experiences, inviting audiences to share their perspectives, or finding ways to bring people together around a shared interest. The opportunity will look different for every brand, but it starts with understanding what matters to the people you’re trying to reach.
3. Building Trust Matters More Than Just Getting Attention
“One thing that kept coming up throughout the day was trust, and how much harder brands have to work to earn it. In my role, I spend a lot of time thinking about how to get content in front of the right people and encourage them to engage. But the conference was a good reminder that getting someone’s attention doesn’t necessarily mean we’ve earned their trust or given them a reason to take action.
A point that really stuck with me from the Impressions to Impact session was that sometimes we’re so focused on giving people more information, we overlook what’s actually keeping them from making a decision. It made me think about how I approach content strategy and whether we’re always answering the questions that matter most to our audiences.”
— Kelly Peters, Senior Content Marketing Strategist
This idea sparked a conversation on our drive home about something we want to be more intentional about at Agency 102: understanding what’s holding an audience back before creating more content.
When someone isn’t taking the next step, it’s tempting to assume they need more information. But sometimes the real issue is a concern we haven’t addressed.
Someone choosing a financial advisor might be wondering whether they’ll understand the advice they’re given. A prospective patient may want to know what to expect during their first appointment. Both could have plenty of information about the services available and still feel hesitant to reach out.
For us, it’s a reminder to look more closely at the questions and concerns behind someone’s decision. Before recommending another blog post, landing page, or campaign, we need to understand what would actually help that person feel confident moving forward.
Bringing It All Back to Agency 102
Looking back at our notes, it was interesting to see how often the same themes came up across different sessions and industries.
Cailie’s takeaway focused on how people discover brands. Steph’s was about giving audiences a reason to connect. And Kelly’s was about earning the trust that helps people feel confident taking action.
Together, they reflect something we’re always working toward at Agency 102: creating marketing that reaches the right people and gives them a meaningful reason to engage.
The tools and tactics will keep changing, and we’ll keep learning and adapting along with them. But understanding the people behind the clicks, searches, and conversions will always be an important part of building a successful marketing strategy.
