In this episode of the MEF Podcast Series Perspectives, Riccardo Amati talks with Michael Ricci, VP of Business Development at Sinch, about their partnership with Adobe and how it enhances customer engagement through innovative messaging solutions. They discuss the shift from traditional email marketing to messaging channels favored by younger consumers, highlighting the importance of personalization and the significantly higher engagement and conversion rates messaging provides. The episode also covers the future of conversational messaging, privacy and security concerns, and offers actionable advice for businesses looking to optimize their mobile messaging strategies. This discussion is vital for marketers aiming to create personalized experiences that drive ROI.