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Johnyholland.com explains us  that “the challenge with [digital] content, is that the target audience segmentation approach of yesterday’s Industrial Revolution falls far short of the content requirements of today’s Information Age”.

Adressing a segment is not enough anymore if you want to engage your audiences. You need to understand what they do, how they consume and digest the information to address their needs and preoccupations. The content you deliver should become a service tailored to their needs.

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