The first time Amazon introduced their recommendation engine, we were amazed. The fact that a website could recognize a return visitor, discern their interests, and change their site experience accordingly, felt incredible.
Since then, data-driven personalization has become popular. However, it’s not prevalent in the marketing space – probably because of the lack of understanding of how it works.
What’s Dynamic Content?
Dynamic content it’s the ability of a website, ad, or email body to change according to the interests or past behaviors of a visitor. It creates an experience which is customized specifically for the viewer or the reader at that moment. The best well-known example is Amazon’s recommendation engine, mentioned above.
How Does Dynamic Content Work?
The key to this content’s value is its relevancy. Research shows that marketing which is more targeted and relevant to the end-recipient gives better results. For example, relevant emails generate 18 times more revenue than broadcast emails. And prospects who are nurtured with targeted content produce a 20% increase in sales prospects.
Relevancy is born from information. Insights about materials that matter to a lead across their relationship with your brand will help create relevant content. And demographic and contact information data helps deliver the right content to the right person at the right time.
Dynamic Content Marketing Strategies
Use dynamic content purposefully 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 it will improve your potential customer’s time with your emails or on your website.
How to Integrate Dynamic Content in Your Marketing Strategy:
Eliminate repeat conversions
If a customer has downloaded a certain offer or purchased a certain product, use dynamic rules to remove that offer from their view. This will help you create a shopping or website experience which never gets too old for your customers. And you’ll be able to expose your customers to fresh offers or products, which boost your conversions and sales.
Tailor to prospect life-cycle stage
A prospect’s life-cycle stage refers to how far a visitor is in their decision-making process. Is this their first visit? Are they ready to make a purchase? Are they evaluating options?
By knowing about a particular lead, you can avoid over-selling to them in the early stage of their journey. Also, you can avoid wasting an opportunity to sell to someone who’s ready to buy.
Dynamic Content Mistakes to Avoid
Data inaccuracy
Dynamic content relies on gathering your data correctly. So, get the right data and have ways to fix inaccurate data.
Have you launched a new product? For your existing customers, you can use content to invite them to purchase your new product. But even with trustworthy data, you may have a few names or data points wrong. So it’s important to have a way where your customers can update their information.
Over-personalization
Dynamic content helps you to personalize in fascinating ways. But remember the reason you’re personalizing. Don’t use personalization just for the sake of it. Consider how it will aid or guide your prospects. Improper personalization is ineffective and unwarranted.
