The next step in mobile will be the addition of machine learning and , as the technology changes quickly , it is essential for brands and businesses to keep up so they can be in customers ' lives just when they are needed . Potentially mobile can provide valuable insights into brands and can create more customers and buyers as a result of understanding them properly . Macy’s used music to reach hundreds of thousands of millennials in a spectacular way and turn their ‘ Brands must also make sure their interactions with the public are frictionless or they risk failure . Investment in mobile now accounts for 38 % of UK digital ad revenue .
The next step in mobile will be the addition of machine learning and , as the technology changes quickly , it is essential for brands and businesses to keep up so they can be in customers ' lives just when they are needed . Potentially mobile can provide valuable insights into brands and can create more customers and buyers as a result of understanding them properly . Brands must also make sure their interactions with the public are frictionless or they risk failure . Investment in mobile now accounts for 38 % of UK digital ad revenue .