The document discusses how personalization and targeting content to the right audience can be achieved through data and mobile optimization. It notes that over 50% of consumer time is spent engaging with digital media on mobile devices, with over 80% of mobile time spent in apps. Therefore, the document recommends focusing mobile marketing efforts on creating valuable content, segmenting campaigns for mobile and desktop, keeping mobile optimizations fast and light, partnering with mobile-focused operators, and optimizing the user experience.