‘Dynamic Content’ – sounds pretty bad-ass, hey?
Well, that’s because it is. It’s the bees’ knees of the content marketing world and it’s here to change things up (literally).
In this blog you will learn:
- What Dynamic Content is and how it differs from traditional static content
- Dynamic entry points and options for personalisation
- How to implement dynamic content
- Our 2019 eCommerce Marketing Calendar (to start fleshing out your new dynamic content campaigns)
What is Dynamic Content?
Dynamic content (also known as adaptive content) is content that is personalised based on user behaviour and preferences. It adapts based on the data you have about the user and time of access.
The goal is to deliver a satisfying and engaging experience for the user by repopulating copy and images in real time.
Example: The above image shows dynamic content at work on a website homepage.
You likely engage with dynamic content on a daily and chances are you don’t even notice it!
It is used to deliver your personalised Netflix recommendations, change up the images in your emails after you close them, offer you hotel recommendations – it’s everywhere!
Why Should You Use Dynamic Content?
If you analyse all of the recent trends in marketing you’ll notice one thing. They’re all targeted towards providing a personalised, and highly intuitive customer experience.
Dynamic content is at the forefront of this ‘evolution of experience’ and if you look at the stats below, you’ll see that many marketers are slowly but surely catching on.
What is the Difference Between Static and Dynamic Content?
Static content is
Just kidding! There’s nothing ‘wrong’ with static content. It has its place and will always be there to form the foundations of your content marketing strategy. The dynamic element is just the cherry on top – your competitive edge!
In the simplest terms, static content stays the same. It only changes when the creator manually edits it. Dynamic content will change based on triggers.
Example: This blog is static. The content will only change if I log in to WordPress and make edits. Our Netflix accounts, on the other hand, will be wildly different.
While my recommendations will include an embarrassing amount of reality cooking shows and conspiracy docos, yours will be targeted towards your interests (you can tell a lot about a person by their Netflix account!).
Dynamic Entry Points (Triggers)
Dynamic triggers are the data nuggets used to customise and personalise content. They can be based on user behaviour, entry points or stored data (aka cookies).
In-session behaviour – What pages they visit, which products they add to cart, and how long they spend on-site, Wishlist
User data – Past purchases, customer journey stage, or past engagements with your marketing (engagement metrics etc.)
User Characteristics – Known demographics such as geo-location, gender or buyer personas.
Where Can You Implement Dynamic Content?
How long is a piece of string?
As dynamic content snowballs in popularity, the areas for implementation do, too. Here’re a few to get you started:
- Email Marketing
- Homepage / Landing Pages
- Facebook Ads
- Product recommendations
- Site search
- Session abandonment
- Google Ads
- In-store screens
- And the list goes on and on!
How To Start Using Dynamic Content in Your Business
Some uses of dynamic content do take some time, resources and the skilful use of data to implement, I’m not going to lie!
BUT that doesn’t mean it’s impossible! Let’s look at a few options that are easy to implement:
- Personalised Email Blocks – Most ESPs let you display content based on a segment in your list. For example, you could segment your list into subscribers for each Australian state and deliver them personalised information about in-store sales.
- Facebook Remarketing Ads – Remarketing ads are a great example of dynamic content and they’re not overly hard or expensive to set up. Check out our blog Re-Marketing For Beginners to get started.
- Abandoned Cart – Create highly personalised abandoned cart emails, with images of the products left and time-sensitive offers. And of course, we’ve got a blog for that!
In conclusion, dynamic content is IN and it’s here to stay. It’s time to get personal, amp up your customisation and deliver an A++ experience for your customers.
As always, if you have any questions, suggestions or dad jokes, share them with us – email email@example.com
Let’s put what you’ve learned to work straight away. Download our 2019 eCommerce Marketing Calendar and read this blog to learn more.