The Magic of Micro-Moments

By Abbie Bailey

When you work in marketing and communications you are subjected to a lot of buzz-words.  Integration, optimisation, experiential, etc.

So it’s refreshing when you discover a term that breaks through the noise and really resonates with you.


It’s a phrase I was only recently introduced to at a marketing conference. Coined by Google, ‘micro-moments’ so perfectly describes the attitudes and experiences of today’s technology-dependent generation.

We all have them. On our way to work, while we’re racing round the grocery store, while we’re sitting at the hair dressers. We’re thinking, we’re discussing and we need information.

Where shall I take my Mum for brunch on Sunday? How do I make gluten free banana bread?

And where do you turn when you need answers?

The smart phone.

We live in a digital age where everything is instant and we require information on demand. We’re no longer noting questions down to phone Mum later or checking Grandma’s old recipe books. We want answers and we want them now. We turn to the nearest device to make a decision, learn something new, or get something accomplished. Crossing off jobs before they even hit the to-do list.

It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences.

At Bunch, we like the idea that engaging with our favourite brand has now become integrated into our daily routine and the brands that do it well …well, they will be the most rewarded for their efforts.

So where, when and how do you spend your Micro Moments?”



Got something to say?

Your email address will not be published.