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Plus, bots live in mobile messaging apps -- the fastest-growing online sector within the social landscape over the past five years. And like any advertising campaign, branded chat campaigns perform best when rooted in strategy -- specifically, a mobile messaging strategy. This means ensuring everything from the objectives, key performance indicators (KPIs), key messages, and creative content are aligned and working cohesively. Like any other branding, marketing, or advertising campaign, chatbot campaigns perform best when wrapped with other engagement experiences.