Micro-Moments

There’s been a lot of discussion recently around micro-moments, one of the latest marketing tactics from Google, as an attempt to facilitate shared experiences between brand and user.

In short, micro-moments seek to capture consumer demand at its most powerful; in those small, every-day moments when people seek answers to the questions they are most frequently asking.

Self-Confessed Experts

There is an idiom that sometimes pops up on social forums about ‘incompetent people being too incompetent to recognise their own incompetence’.

While often used as a catch-22 to win Internet arguments, it does have some grounding in reality, as over-estimations of competence are surprisingly common in all fields of knowledge.