Today, we live in the age of information abundance. And brands are challenged by attention scarcity – the concept that the more messages your audience is forced to filter out, the harder they become to reach. Brands have to fight increasingly hard for consumer attention. Therefore it is essential to remain within reach throughout the entire customer journey. Now that the vast majority of consumers are mobile, brands have no choice but to follow suit. But claiming a space via the mobile channel brings another a key challenge for every brand marketer.