Customers nowadays expect brands to work much harder than just a few years ago, as old-school marketing isn’t a successful strategy anymore. To capture your ideal customer’s attention, you need to know their preferences and behaviors. There are many reasons why dynamic content is essential in brands marketing strategy. Here’s how.
This is possible when you collect enough data to predict the type of content your customers want to see. This type of content is called dynamic content, and it changes based on the data you collect.
What is dynamic content, and why is it important?
Dynamic content, including text, video, and audio, changes and adapts over time based on user preferences and behaviors and the data you collect. The trick is to set several predefined conditions that allow the content on a website to adjust in real time or dynamically.
A website that has dynamic content can influence the visitor’s buyer journey because the website itself adapts to every person who visits it. What appears on your website will differ depending on whether someone visits it for the first time or is a repeat customer.
For these reasons, personalized web experience based on data has much greater marketing and lead conversion potential than static content. Since the website adapts to create an ideal personal experience for every user, the chances of them staying on your website longer and even making a purchase significantly increase.
How is dynamic content collected?
To start using custom content, you first need to collect it. For this purpose, you can use a tracking method such as cookies. Other methods you can use are collecting data from website registration, purchasing processes, newsletters, and sign-up forms.
Once the data is collected, it’s stored in special files on the websites until it is needed to create the ultimate shopping experience.
To make your dynamic data as accurate as possible, you need to collect answers to the following questions:
- How many times has a person visited your website?
- Pages have the user visited, and how long did they stay there?
- What is the user’s purchase history, and which items have they viewed?
- What search engine, browser, and device has the user used to access your website?
- Did the user visit your website through organic search or a different method?
Once you have your answers to these questions, you can use them to create dynamic content for your website visitors.
How to use dynamic content
Dynamic content is a real game-changer in the world of marketing, and there are a number of different ways you can use it to make your brand more appealing and even increase customer loyalty.
Emails
One of the best ways to make your email campaigns more relevant to recipients is to include dynamic content in email marketing. You can create customized email templates for every recipient that take into account data such as their demographics, preferences, and buying journey.
Here are some ways you can utilize personalized web experience based on data in emails:
- Add the recipient’s name to make a personalized greeting.
- Use the recipient’s time zone to determine the best email time.
- Use data such as their account activity and preferences to make the email body more dynamic.
- Write CTAs that correspond with the recipient’s buyer journey.
This has proven a great marketing strategy, as 65% of email marketers say custom content is their most effective personalization tactic.
Landing pages
Instead of taking all website visitors to the same landing page, use dynamic content that will change the page’s look depending on who views it. Since your landing page is supposed to be an informational doorway to your products and brand, you must ensure it uses dynamic content’s benefits.
Articles
There are a few different ways custom content can improve your articles.
You can see what kind of device and screen the website visitor uses to view your articles so you can show them properly. Whether they’re using a desktop computer or a mobile device, you can be sure that the content will be viewable.
While the website visitor is reading that article, you can also use personalized web experience based on data to generate promotional content within the article. The promotional content will make contextual sense and add value to the person reading the article.
Product pages & Brands Dynamic Content
Once a website visitor has viewed a product page. So, you can use dynamic content to predict what other products on your website may interest them. You can then cross-sell and create match-related items that will appeal to customers based on their previous purchasing decisions.
Why is dynamic content better than static content?
The phrase “Content is king” has been around for a long time. But it’s important to remember that not all content is created equally. Static content has been around for as long as the internet. It has been used to a great extent by marketers for years for brands dynamic content.
When you only have static content, it will remain consistent throughout the entire website and will not change. While this type of content is still somewhat effective and useful. Not to mention easier to implement than dynamic content, it has its downsides.
The biggest downside is that it doesn’t allow for personalization. While this may not have been an issue in the past. Using static content can ultimately cause your business to fail.
Customers are looking for a personalized experience. 91% of consumers prefer to shop with brands that provide relevant offers and recommendations. Even though it’s more time-consuming and harder to set up dynamic content on your website. It’s a wiser decision than including just static content.
When you put in enough time and effort, your dynamic content will result in:
- Much better user experience for all website visitors
- Higher conversion rates and more return visits
- A responsive layout for all website visitors
Dynamic Content For Brands: Final thoughts
Most websites nowadays use dynamic content, and those that don’t will soon become outdated. When you put your dynamic content to good use, you can ensure that all of your website visitors have a personalized experience, which will make them want to return to your website for more.
