Dynamic content is a term used to describe aspects of a website or email that change based on the visitor’s profile, the data, or the history of their interaction with that company. People follow content with different perspectives and needs, and they interact in different ways. In response to their unique needs, you need to interact with them in a variety of ways, and it is the beginning of the entry of dynamic content into the scene. Dynamic content emerges from the heart of a desire to holistically guide future customers based on direct perception and insight (leading to the end of the shopping funnel). It can be said that dynamic content is a kind of experience that is specifically designed for a user.
What is the role of technology in producing dynamic content?
To get dynamic content for your company’s website or email, you’ll need a set of key tools:
A centralized marketing database
This database will be the mastermind of dynamic content production. This database stores your audience’s statistics (including downloads and visits the history of web pages).
Compatibility with geographical location
Dynamic content depends mainly on the location and positioning of your geography. By identifying the users’ location, their needs can be better identified and offered more appropriately.
A dynamic website is a website that can be easily edited (at the same time as it needs to be updated).
Smart content generator
Smart content is content that is based on data and a set of rules. Smart content generator hides or shows parts of text or images that are based on centralized database information.
Integrated email system
Dynamic content should not just be left on your website; you can add it to your email. According to recent research by the Aberdeen Group, personal emails improve click-through rates by 14 percent and conversion rates by 10 percent.
Dynamic targeting includes displaying content to people who have visited your website before, or used your company’s app on their phone, or subscribed to the newsletter. This type of update is both dynamic and encourages potential customers to connect with you.
Suggestions based on past behavior
It is also done based on centralized marketing database information. Based on the recorded history of the audience and the visitors’ behavior, you will also discover their unique needs and wants.
What changes does dynamic content make to your company’s statistics?
- According to Jupiter Research, sending relevant and affiliated emails increases the return on investment (ROI) 18 times higher than posting public emails.
- On average, increasing customer engagement increases your sales chances by about 20 percent. (DemandGen)
- Personal emails also improve the click-through rate by 14% and the conversion rate by 10%. (Aberdeen Group)
- Finally, the set of actions to engage with the customer increases the purchasing rate by 47%, compared to when the company does not take action in this regard.
What do you pay attention to create dynamic content?
Like any other technological advancement, when you first learn something about dynamic content, you may feel a little magical. So you may be tempted to set dynamic rules for whatever you want. Before you do anything, first make sure you have an excellent reason to personalize such a process. Use dynamic content to help website visitors and gain a good user experience. Think about the consequences of personalization.
Adaptation to life cycle steps
When we talk about the life cycle, it does not mean that the visitor is an old citizen or a young student. We say how long it has taken for them to stay with your company. Do you buy your goods just for research or comparison with other products? How long has your customer been staying? The person who accidentally buys your product on the first visit to the website and the catalog download is very different from the person who spoke to your sales team and knows what quality products you offer.
Customer life cycle steps
The way you communicate and interact with your customer depends significantly on the stage of their life cycle. Using data related to the customer’s life cycle steps ensures that you will form more targeted communications. A relationship in which the unique needs and concerns of the audience are taken into account, and they become a loyal customer from first-time visitors who visit your website.
Compatibility with culture and geography
Another way to generate dynamic content is to learn about the geographic location of visitors so you can give them unique experiences.
Compatibility with industry or personality
You used to have to design different pages for different industries or jobs. But thanks to dynamic content, you can quickly get the attention of all audiences today with the least amount of time and energy.
Dynamic content vs static content
Static content has been the standard ever since the early stages of the internet. It is because it’s much simpler to perform than the dynamic text alternative. However, the negative point is that static content is not personalized, and thus, it decreases the website’s performance. Although a bit more challenging to set up, dynamic content has some distinct advantages:
- It causes users to have a more friendly experience
- It makes necessary KPIs like, bounce rate, conversions and etc.
- It is unique and does not cause the page layout to be cluttered
- You don’t need to tend to it anymore and it is active
In this article, we mentioned the dynamic content in general and practical things in the role of technology in producing dynamic content also Changes that dynamic content makes to your company’s statistics and what items you focus on creating dynamic content and differences between dynamic content and static content.