Consumers these days have high expectations, especially when it comes to personalization. More than a third (36%) of consumers believes that most businesses need to do more to adapt the shopping experience.

So, what can businesses do to enhance their personal game? Dynamic content is a great way to get started.

What is dynamic content?

If the content is dynamic, it means it is changing based on who is watching it. For example, dynamic emails do not contain the same information from recipient to recipient – they are tailored to each viewer’s unique needs and interests based on customer data. This is especially important in customer retention, as 70% of millennials get frustrated when they receive irrelevant e-mails from brands.

However, these are not just e-mails, but all kinds of web content. For example, you can place dynamic ads on Twitter, Facebook or other social media to grab the attention of your target audience. It is also important to build a dynamic website so that visitors can quickly find relevant content. Adding a custom field to a landing page can help visitors navigate, or you can add customizable content to a webpage or blog post to keep your visitor’s attention.

Dynamic content makes your website attractive to a wide range of visitors, and it helps you show how versatile your business is. It also allows you to prove that you can meet the needs of your customers quickly and completely.

Although dynamic content has been effective time and time again, what does it look like with static content?

Dynamic content vs static content

Static content is a story as old as marketing itself. This is exactly what the name implies – immutable and therefore incapable of personalization.

Consistent copy NE mailbox, a landing page that is empty for customizable navigation, or an immutable blog post are examples of static content. When it comes to this type of content, there is one goal in mind, and the keywords and the image used are carefully chosen to meet the goal. Static content fits into a specific niche, and it’s not as versatile as dynamic content.

But that does not mean that there is no place for static content. Dynamic and static content are both useful, especially when used together.

Static content, as part of an inbound marketing strategy, can direct your target audience directly to your dynamic content. If your static content is high in the search engines, it will lead viewers to your dynamic website, where they will find options for personalization and learn more about your brand.

In terms of return on investment, both marketing strategies have their costs, and they both have significant returns. That said, dynamic content:

  • It is more complicated to set up, so it may take longer or require technical assistance.
  • Is easy to maintain – once it’s direct, it’s good to go.
  • Helps improve statistics such as bounce rates, page time, and revisits, which can lead to more conversions.

In a world where personalization makes or breaks a business, dynamic content is more important than ever. But what is dynamic content in practice?

3 Examples of dynamic content

Do you need inspiration for your dynamic content strategy? You probably communicate constantly with personal media without even realizing it. It’s amazing how many emails, landing pages, ads, and more are customizable. Just look at these three examples of dynamic content in action:

Amazon’s personalized product sorting

Yes, we need to talk about Amazon. It gives its customers a very personal experience from the moment they set up their accounts.

Once you sign up, you will be greeted with recommendations based on your previous orders. They are even sorted into handy categories for quick, easy navigation.

But what if you’re looking for something you’ve never bought before? Let’s use a vase as an example.

Typing ‘vase’ into the search bar will take you to pages and search results pages with vases of different shapes, sizes, and colors. You click on one you like, but it’s not perfect. Amazon uses your click data to offer you many alternative options, about halfway through the search page.

The related options are sorted into categories. In this case, it is vases that are similar to the one you have chosen – or even accessories that can enhance it, such as the light screen – and vases that have the same color but different styles.

Amazon uses this dynamic website to guide you to the perfect option. Even the most discerning buyers can make some of Amazon’s recommendations, because every time they click on a search result, they are offered more relevant recommendations.

It just scratches the surface of Amazon’s personalization strategies. The company also sends personalized emails, including product recommendations, demonstration videos and follow-ups to deliveries.

2. Netflix Custom Recommendations

Do you remember the days when you browsed through TV channels when you could not decide what to watch? Streaming services put an end to channel hopping, and it also made it much easier to find new content. Netflix is ​​doing particularly well with its dynamic interface and personalized recommendations.

Netflix collects data about what you watch, and they use it strategically to recommend your new titles, many of which are Netflix originals. However, the recommendations you receive are not just based on what you watch – they are based on what everyone has watched on Netflix. When you log in to your account, you are greeted with recommendations that are conveniently sorted into categories.

Aside from the “recommend for you” section, Netflix also offers recommendations for whatever mood you want. If you want to get out of your normal habits and see something different than you, but well received, there is ‘popular’ Netflix section. Or, if you want the convenience of something familiar, there is always the reliable category “look it up again”.

All Netflix users have many different homepages, and it does not take long to find new content that is worthy. Netflix is ​​a boss in marketing because it not only encourages users to watch more media, but also highlights its original content prominently.

Dynamic Wayfair Email Based Search History

Have you ever bought something online, but you immediately felt overwhelmed by the sheer number of choices, and you gave up? You are not alone – it has happened to the best of us.

However, Wayfair does not want to lose customers that way, so they try to make it easier by limiting your options based on the ones you clicked on. Then they’ll send you an email to remind you of this task you set on the burnback.

Let’s use area rugs as an example. Clicking on a few rugs will reveal information about the colors, patterns, sizes, or other features you have indented. Wayfair then picks up the data, compiles a list of rugs that meet the needs and sends the list right to your inbox. You no longer have to click through 100 pages of search results – the best options for your home just fall into your lap.

What’s important in developing dynamic content is understanding exactly what your customers need. In Wayfair’s case, many viewers just need fewer, better options to suit their preferences. However, it varies from industry to industry, so the collection and analysis of customer data is essential.

How to create dynamic content

The first step in creating dynamic content is to determine what content needs to be personalized and how you plan to reach your target audience.

The creation and dynamic content is actually a bit complex. You need someone with IT knowledge as well as relevant software applications. Although it takes extra time and money to create and implement, it is easy to maintain and is very profitable.

Talk to a consultant at Brafton to find out what dynamic content you need to create. We will analyze the performance of your website to see where you need more engagement. Then we’ll make recommendations for the type of content that will boost these statistics, and we’ll even help you create the dynamic content.

For more information on dynamic content as well as content marketing services at Brafton, Contact Us today.





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