It remains as important as ever, with more data being collected and being available to marketers. Driving personalisation at scale is fast becoming BUA in marketing but it goes beyond addressing consumers by their first name.

The available data allows marketers to segment at a more granular level in order to deliver relevant messaging at the right place and time to multiple segments. Personalisation increasingly becomes more real-time with ads and content serving to the relevant segments and consumers. 

Below a clip from 2001’s Minority Report, with the available technology we’re not too far away from the ads seen in the clip. 

Speaks to brands and companies being available and accessible at specific moments in order to deliver on consumer needs. These moments are primary driven through mobile and as are defined by Google as; I want to know, I want to go, I want do and I want to buy moments. Its about knowing your consumers intentions and being able to serve the applicable content at speed, whether this be through SEO, paid ads or dynamic website  personalisation. Taking advantage of micro moments will address the instant gratification that consumers seek in the mobile first age.