Chatbots and other tech for personalising customer experience are no longer out of reach for even smaller brands.
By combining great, relevant content with technology, you can build reach, adjust messaging and target precisely, without a huge media spill.
True understanding of customers, according to Aleetza Senn of analytics specialist Sparkline, is like the difference between meeting someone on Tinder and taking the time to learn enough about them to form a lasting relationship.
To understand where you need to take your mobile marketing practices, writes Criteo's Yuko Saito, take a good look at your friendly neighbourhood barista,
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins