Today time is of the essence with everyone – whether they are looking to learn, do, discover, watch or buy something they want information as quick as Thanos can snaps his fingers!

Coined in 2015 by Google, the not so new consumer behaviour of ‘micro moments’ delves a little deeper into the customer journey and focuses on a critical touchpoint: the split-second intent-rich moment when a need arises, that consumers want to act on immediately, bringing them to turn to the nearest device they own (Google, 2015).

Google’s research shows that customers today work on impulse, and immediacy no longer following a strict path to purchase. They make decisions faster than before, and act on them in these micro moments – much of this change is due to mobile phones. Marketer’s need to tap into this behaviour and revolve their strategies around being there in that moment to deliver what the consumer wants as quickly and effortlessly as possible.

In a world where mobile usage and mobile internet traffic is globally increasing, micro moments are a key to success.

Let’s look at the new campaign from insurance company AAMI. They’ve tapped into the micro-moment’s consumers face whilst behind the wheel – where they reach out to find which route will be the safest, have the least traffic and minimise delays – and used it to their advantage.
In collaboration with Spotify, AAMI has been rolling out warnings for drivers heading into danger zones and ‘accident hotspots’. They have anticipated your needs on the road and are first on the scene when you realise it. By doing so not only have they increased their brand awareness, they have helped bring their business to top of mind when thinking about insurance and road safety.

Have you encountered any brands nailing this not so new trend? If so definitely share below!

We use it every day to shout commands, to ask questions, to greet and even to sing along to the amazing tunes of Ed Sheeran – that’s right it’s your VOICE.

But how many have you used it to do a ‘voice search’?
The option has been around for a long time, but until recently its been sitting quietly as that unused button next to your google search bar. It’s the latest trend marketers are seeing, and it’s changing the way in which people search, where they search (searches with ‘near me’ have grown by one-hundred and fifty percent) and its predicted to only get more and more popular.

Personally, I think voice search is great, it makes searching for the simplest things that much more personal by making the search conversational. It would be just like asking the attendee in 7 Eleven for directions, except you’ll be talking to Google on your phone. And the best part you ask? You won’t have to scroll through pages of results to find your answer, it will be read out to you! Not always, but hey it’s a plus if you ask me 😊

Voice search also reduces how much you have to think about what exact phrase to type into Google to get your desired answer. Instead of having to type ‘open cafes in Caulfield’ you could just ask “Hey Google what cafes are open near me?” and get relevant accurate answers faster than you can hit enter.

The only issues facing this great new trend is the technology – it doesn’t always understand what we say, but that will slowly but surely catch up.

Click here for some fun stats on who, when and where this way to search is used!

It’s a well-known fact that making things personal is one of the best ways to connect with people and grab their attention for more than a mere ten seconds. Its also super fun and makes you feel slightly more important than everyone else when things are tailored just for you.

Look at NETFLIX, SPOTIFY, STAN and many more streaming applications. They use their customer data to create specific suggestions, recommendations of shows and music they are pretty damn sure you would like – I mean they collect information on the daily about your age, gender, hobbies, what you’re watching, googling, liking and sharing so they really should know who your favourite artist is right?

According to the head of globalisation at Spotify, Alex Underwood businesses should use data to serve their customers not themselves. He explains personalisation is about creating authentic experiences for customers that helps to foster an emotional connection to the brand.

I have to say I absolutely LOVE that when I wake up on a Monday morning, feeling far from happy about starting the working week again I can hop onto my app and have a variety of morning playlist options available without having to put in any effort.
It makes me feel like Spotify cares and wants to get me feeling those good morning vibes 🙂