Iain Scott
CEO & Founder
Iain has a strong background in digital, and brings high-level strategic thinking to client campaigns.
AI is changing Search Marketing. Are you changing your strategy?
Google’s search experience is changing – fast. Iain Scott explains how AI Overviews and AI Mode are reshaping search, and what your business needs to do to stay visible in this new AI-powered landscape.
Explore our AI video series
What AI means for your digital marketing strategy In this video series, our team explains the role of AI can play in your digital strategy, starting with Iain Scott, Director of Growth at exceptional™.
Using AI to measure your marketing success Anna Corbett explains how we use AI to boost campaign performance, from analytics to client conversations – without losing the human touch.
How AI can support your content strategy Senior Content Strategist Charlie Stewart shares how exceptional™ uses AI to streamline research and content audits – while keeping strategy, creativity, and quality in human hands.
Is your marketing missing Google Search’s shift to video? Charlie Stewart shares how video content can connect with your audience at the exact moment they’re searching – and why it’s time to treat video as a vital search asset, not just a creative one.
Google just gave us better ad data – here’s why that matters Google’s Performance Max just got a major upgrade. Anna Corbett breaks down how new channel-level reporting helps you make smarter, data-driven decisions about your ad spend.
Transcript
The way your clients use Google Search is changing in a big way. At Google Marketing Live this year, they focused heavily on two features: AI Overviews and AI Mode, both designed to reshape how people find and interact with information online.
You’ve already seen Google’s AI Overviews. It’s that little box that pulls answers straight from existing content online, right to the top of your search results in a neat, easy-to-digest summary.
These Overviews are designed to give you all the information you need right away – so you don’t even need to click through to the page where Google sourced the information.
Convenient. But for the organisations like yours that want to get eyes on their website, that presents a big challenge.
Google’s AI Mode takes this a step further. It lets you have a conversation with Google, like you would with ChatGPT. So, you can ask a question, follow up with more detail, and get updated answers in real time – all without starting a new search.
Together, Google’s AI Overviews and AI Mode are changing how your clients search – and how they’ll find your business. You might have done everything right to appear in Google Search results a year ago – but now, that’s just not enough.
At exceptional™, we’re helping clients adjust their strategy so their content isn’t just online – it’s visible in the answers AI provides.
That means:
Making your content easy for AI to understand – with clear headings, short answers, and simple structure.
I’ve got plenty to say
View my other articles and opinion pieces below
Base Creative is now exceptional™
After 20 years as Base Creative, we’ve rebranded as exceptional™. Here’s why, what’s changed, and what it means for the organisations we work with.
What AI means for your digital marketing strategy
In our new video series, our team explains the role of AI can play in your digital strategy, starting with Iain Scott, Director of Growth at exceptional™.
To have a positive impact, you need to be profitable – that’s where exceptional™ comes in
When were the first commercial solar panels installed? The noughties? The ‘90s? If you guessed the ‘80s, you’re half right… but half wrong. Boston-born inventor Charles Fritts installed the first solar array on a New York City rooftop in the 1880s. Fritts’s panels weren’t just a science experiment. They were a genuine attempt to commercialise […]
To increase your ROI, abandon the myth of the marketing funnel
We see it all the time. Your company is spending money on a digital marketing campaign – Google Ads, social media, email marketing, SEO and more – but you just aren’t seeing the strong return on investment that you were promised. In this article, I will explain why the marketing model used by most businesses […]
