Janice Redish explains at great lengths the need to understand your audience for your website. If you are not serving the primary needs of the people who will seek your website out, then pretty soon no one will. Therefore catering to your audience’s questions, goals, and tasks is important to satisfy your users. Along the same lines of knowing your audience, in May of this year, Twitter announced it will unveil a custom ad matching tool. What this will do is take a contact list from a company and compare it to the email addresses listed for Twitter. If there is a match, the ads will come up on that user’s computer. Here Twitter is tapping into the people who are very much interested enough in a product or company to help increase their sales (and bring in ad revenue for Twitter).