Whether you’ve been dreaming of developing a digital marketing strategy or you’re a small business dabbling in social media and email marketing, it can be challenging to create an effective digital marketing strategy. And when 84% of customers say the experience a company provides is as important as its products and services, the expectations are high for small businesses.

The good news is delivering experiences that your customers will love is simpler than you might think. The secret? Personalisation. Here, small business Trailblazer Andrew Rutherford, Founding Partner and Chief Operating Officer at Koda Capital, shares his dos and don’ts on personalising the customer experience.