Users are increasingly using social media and different devices next to the 'traditional' web and offline media. Information that was previously unavailable or inaccessible is today shaping their opinions and buying behaviour. As a result, users' expectations have changed and have raised the bar for any organization that interacts with them. They expect that information is always targeted and relevant to their needs, available in their language and on the device of their choice. The presentation will highlight some of the specific challenges that are emerging as well as demonstrate the technology available to solve them.