We were surprised when Amazon first introduced the recommendation engine. The fact that websites can recognize returning visitors, identify their interests, and change their site experience accordingly felt amazing.
Since then, data-driven personalization has become commonplace. But it is not very widespread in the field of marketing, perhaps due to a lack of understanding of how it works.
What is dynamic content?
Dynamic content is a characteristic of a website, advertisement, or email body that changes based on the visitor's interests and past behavior. Create a specially personalized experience for the viewer or reader at that moment. The best known example is the Amazon recommendation engine mentioned above.
How does dynamic content work?
The key to the value of this content is its relevance. Research shows that more targeted and relevant marketing to the end recipient produces better results. For example, related emails generate 18 times more revenue than broadcast emails. Additionally, trained prospects with specific content will increase potential sales by 20%.
Relevance comes from information. Insights into materials that are important to your prospects throughout their relationship with your brand can help you create relevant content. Demographics and contact data also help deliver the right content to the right people at the right time.
Dynamic content marketing strategy
Use dynamic content intentionally and use it intentionally. This will improve the prospect and customer experience.
When you integrate dynamic content into your marketing strategy, you need to know how you can improve your leads' email and website time.
How to integrate dynamic content into your marketing strategy:
Eliminate iterative conversions
If a customer downloads a particular offer or purchases a particular product, use dynamic rules to remove that offer from view. This helps create a website or shopping experience that is not too old for your customers. And you can expose your customers to new offers and products, which drive their conversions and sales.
Adjust according to the perspective of the life cycle stage.
The potential customer lifecycle stage is how far the visitor has gone in the decision-making process. Is this your first visit? Are you ready to buy? Do they value the options?
Knowing a particular potential customer can help you avoid overselling them early in your trip. You can also avoid losing an opportunity to sell to someone who is ready to buy.
Dynamic content errors to avoid
Data inaccuracy
Dynamic content relies on collecting data correctly. So there is a way to get the correct data and correct the inaccurate data.
Have you launched a new product? For existing customers, the content can be used to invite customers to buy new products. However, even with reliable data, some names and data points may be incorrect. Therefore, it is important to have a way for customers to update their information.
Excessive customization
Dynamic content helps you personalize in an engaging way. But keep in mind why you are customizing. Don't use personalization just for that. Think about how you help and guide your potential customers. Incorrect personalization has no effect and is not guaranteed.
Creating and managing content properly can make your life easier and grow your business. To find out how the most successful online entrepreneurs plan, create and deliver great content, download our free checklist, a 5-step content strategy.
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