Ask marketers what their goals are, and one of the first things they will say is to deliver a more personalized experience to their customers. This isn’t a goal aimed solely at increasing conversions; it’s also about meeting customers’ growing expectations. To put this into context, five years ago people were awed when Amazon could recommend a product they’d love. Today, users expect that Netflix will recommend to them another binge-worthy series based on their tastes. In fact, nearly 74% of users get frustrated with websites that don’t deliver personalized content. So how does a marketer meet this high demand for personalized communications? The answer is in understanding the power of dynamic content and how it makes static content marketing obsolete.
What Is Dynamic Content?
Simply put, dynamic content refers to elements of a website or email that change depending on a user’s information or past behavior. For instance, the hero image of a marketing email could change to display an image of a beautiful travel destination for a user who’s looking to book a vacation. An offer on a web page might change for a first-time visitor versus a visitor with a high lead score who is likely ready to buy. Another example would be a clothing retailer showing a banner ad for a pair of jeans similar to the pair that you bought from the site last week.
Dynamic content can be used in many ways:
- Landing Pages
- Forms
- Redirects
- Personalized Recommendations
- Dynamic Searches
How Does Dynamic Content Work?
Understanding how dynamic content works is actually relatively straightforward. Implementing it, on the other hand, can be much trickier – if you don’t have the right tools. Luckily, marketing automation platforms make providing personalized content for your users a lot easier. It can be as simple as an interface that lets you point and click to swap out options – all without having to touch any code. The way dynamic content works is that once you’ve collected relevant data from your users (things like name, location, which web pages they visit, what they purchase, etc.), you can then use that data to swap out content on your landing pages or emails to target users on an individual basis.
If you want to delve deeper into dynamic content, check out this free PDF from Sharpspring.
