What is dynamic content marketing?
The first time Amazon introduced its recommendation engine, we were blown away. The fact that a website could recognize a returning visitor, discern their interests, and change their site experience accordingly, felt amazing.
Since then, data-driven personalization has become popular. However, it is not prevalent in the marketing space, probably due to a lack of understanding of how it works.
What is dynamic content?
Dynamic content is the ability for a website, advertisement, or email body to change based on a visitor’s past interests or behaviors. Create a personalized experience specifically for the viewer or reader at the time. The best-known example is Amazon’s recommendation engine, mentioned above.
How does dynamic content work?
The key to the value of this content is its relevance. Research shows that more targeted and relevant marketing to the end recipient yields better results. For example, relevant emails generate 18 times more revenue than broadcast emails. And prospects that feed on targeted content produce a 20% increase in sales leads.
Relevance comes from information. Information about materials that are important to a potential customer through their relationship with your brand will help create relevant content. And demographics and contact information help deliver the right content to the right person at the right time.
Dynamic content marketing strategies
Use dynamic content with a purpose and be intentional about its use as it creates a better experience for your leads and customers.
When integrating dynamic content into your marketing strategy, you need to know how you will improve your lead’s time with your emails or on your website.
How to integrate dynamic content into your marketing strategy:
Eliminate repeated conversions
If a customer has downloaded a certain offer or purchased a certain product, use dynamic rules to remove that offer from your view. This will help you create a website or shopping experience that never goes out of style for your customers. And you can expose your customers to new offers or products, which drive their conversions and sales.
Adaptation to the stage of the prospect’s life cycle
The stage of a lead’s life cycle refers to how far along a visitor is in their decision-making process. Is this your first visit? Ready to make a purchase? Are you evaluating options?
By meeting a particular potential customer, you can avoid overselling them early in your journey. Plus, you can avoid missing an opportunity to sell to someone who is ready to buy.
Dynamic content errors to avoid
Dynamic content relies on collecting your data correctly. So, get the data correct and have ways to correct the inaccurate data.
Have you launched a new product? For your existing customers, you can use content to invite them to buy your new product. But even with reliable data, you might have some wrong names or data points. Therefore, it is important to have a way in which your customers can update their information.
Dynamic content helps you personalize in fascinating ways. But remember why you are customizing. Don’t use personalization just for the sake of it. Consider how you will help or guide your prospects. Incorrect personalization is ineffective and unjustified.