By: Reine Hammoud: General Manager, Boopin KSA

Markets shift; fundamentals don’t! 

I can’t think of a time when this basic marketing truth applied more than it does today.

As AI, algorithms, optimization trends, data obsession, and economic uncertainty dominate conversations, one thing remains unchanged: the fundamentals of marketing. And they always will. What we’re witnessing especially over the past few years is a clear case of Marketing Myopia: Chasing trends. Blindly inserting AI into plans and deliverables. Trying to be everywhere and ending up nowhere. Marketers sticking a finger into shifting winds, hoping for better tides.

Amidst the noise, we forgot the basics.

Marketing has never been an afterthought, nor a magic wand that miraculously answers unasked questions. It is the execution of a solid, well-structured business strategy grounded in real consumer needs. Without a clear brand story; one that defines who you are, who you serve, and where and how you show up; no marketing plan can succeed, no matter how many influencer campaigns or tools you invest in.

Today, almost every business has access to the same data, platforms, and optimization capabilities. What differentiates successful brands is how they interpret and act on that data through a distinct strategy and point of view.

People will always buy solutions to their problems. That’s what marketing is at its core: problem-solving.

My most valuable 2025 lesson: Stay away from Marketing Myopia

-One Bold, Grounded Prediction for 2026

Back to the roots: Plan. Execute. Learn. Repeat.

In an increasingly volatile economic and marketing landscape, 2026 will be about going back to the drawing board.

After years of hard lessons since late 2021, one truth stands out: what we already know is more valuable than what we’re chasing.

The fundamentals of business, marketing, retail and sales haven’t changed. They’ve always been about deeply understanding consumers and adapting to their needs. Trends and tools are just platforms to enhance that understanding, not replace it. The rules of the game are the same.

AI doesn’t exercise judgment, but humans do. And better judgment comes from practice, experience, and accumulated knowledge.

That’s the real competitive advantage in 2026: Invest in research. Revisit past campaign results. Trust market veterans who’ve weathered similar storms. Re-examine the foundations of your business, Re-evaluate priorities. Re-apply lessons learned. Re-learn what works.

Then do it all over again.