Category: Insights

AI is reshaping paid search. Are you ready?

AI is reshaping paid search. Are you ready?

AI Overviews have been part of Google Search for some time. What is new is the clearer view marketers now have of their visibility. On 3 June 2026, Google launched dedicated Generative AI performance reports in Search Console. These separate impressions from AI Overviews and AI Mode, showing which pages appeared and how visibility varies […]

The honest case for AI in the agency

Two halves of a brain, one side human the other depicting AI.

Why the best work still starts and ends with people Let’s start with the concern: if a machine can write the copy and analyse the data, what exactly are clients paying an agency for? The honest answer is that AI does not replace the thinking that makes good work good. It reduces the friction between […]

Stop predicting 2026. Start paying attention.

Every year, without fail, the marketing world does the same thing. Someone publishes the big predictions for next year. Then someone else publishes why those predictions are wrong. LinkedIn fills up with hot takes, podcasts pile in, and suddenly everyone is talking with absolute certainty about what marketing will look like in 2026. SEO is […]

Strategic Insights for 2026:  Trends and Navigating Uncertainty

2025 Review: A defining year for insight 2025 has marked a significant shift in what businesses demanded from research and insight. With market conditions characterised by rapid change, clients increasingly turned to Mobas to help them understand audiences, validate decisions, and build resilient brand strategies. Insight transitioned from supportive background work to a central, indispensable […]

How in-house and agency teams are experimenting with AI

What’s working, what’s hype, and how to blend AI with human expertise… Artificial Intelligence is the buzzword of 2025. Every day, new tools, platforms, and promises land in our inboxes. But the real question for marketers isn’t whether AI is exciting — it’s whether we’re using it smartly, or just chasing hype.

How Assumption Mapping can de-risk your marketing

The best thing about my role at Mobas is that I get to meet with dozens of marketing managers and business owners every year. Each one of them leads in their role from their head, their heart, and often their gut. Instinct is a powerful business characteristic. It allows leaders to make quick decisions, back […]

Beyond Benchmarking: How to use competitor research to truly stand out

I’m currently teaching my sons how to play chess. It’s a game I’ve always admired because of the way it combines observation, strategy, and foresight. At first, my boys simply mirrored my moves, replicating my tactics without developing a strategy of their own. It was enough to keep the game going, but it never gave […]

Stop budgeting blind: Six shifts to nail your 2026 Marketing plan

As planning and budgeting season for 2026 gets underway, there’s a risk of defaulting to last year’s playbook. But the brands and organisations that thrive next year won’t be the ones repeating what worked before. They’ll be the ones making sharper choices, aligning resources to where they have the greatest impact, and building flexibility into […]