Marketing is no longer about mass communication. Large-scale fit-all campaigns with generic messaging are simply not effective in today’s dynamic, media driven landscape. Customer experience needs to come first and that means highly personalised marketing. You can no longer blindly push and force your messages onto people en masse – a customer’s experience and their interaction with your brand should be theirs to own. This means that you need to get them to come to you at the right time and deliver increased levels of personalisation.