We all want to be treated differently and get personal service. Digital and Mobile Marketing is becoming more contextual and relevant with the advent of technology innovation , such as geo fencing , artificial intelligence and omni channel attribution analysis . How do we avoid consumers feeling that we are invading their privacy as we aim to get to know them better and give them more of what they want ? How do we increase the level of permission and opt in ? How do we create the balance between getting the right message at the right time and customers opting out because they feel violated ?