How Does Dynamic Content Make You Less Boring?
Chris Mulvaney is the CEO of CMDS. I make things... I’m the creative entrepreneur with passion for (re)making brands and inventing solutions to problems no one knows exist.
What is Dynamic Content?
Dynamic content is a term used to describe digital content shown on websites, landing pages, advertisements, forms, newsletters, etc. that changes automatically based on who is viewing the content. This content adjusts “dynamically” via the site’s CMS and takes into consideration the users’ personal preferences, behavior patterns, demographics and more.
Also known as adaptive content or smart content, dynamic content is constantly responding to the unique needs of the consumer.
It helps brands to deliver the right message, at the right time, at the right location and to the right individual. This makes dynamic messaging much more intelligent, useful, engaging and personalized than static content.
How Does Dynamic Content Work?
Without getting too technical, dynamic content is powered by applications and scripting, such as JavaScript, that run on the server that hosts the website. Defined by certain parameters, this information (text, video, advertisements, etc) is then delivered to the user’s browser.
To put it plainly, software monitors your behavior and preferences and then shows you content based on what you have engaged with in the past.
Social media sites, like Facebook, are prime examples of mediums that deliver dynamic content. Every user is delivered different content based on 1) the friends and brands that they follow, 2) social interactions and 3) demographics. Therefore, the ads and content will change “dynamically” to display only the most relevant information. Ultimately, the goal is to deliver a better experience back to the user.
What Are Some Examples of Dynamic Content?
Dynamic content can take on a lot of different forms depending on the overall goals. Examples include:
Websites
Whether on a blog, through forms or product pages, personalized dynamic content can be used for cross-selling purposes and to make specific recommendations based on customer behavior.
As one of the most powerful tools to enhance a user’s experience on a website, dynamic content uses data to identify what people really want. This shows that you, as a brand, are listening to what your customers want, being receptive to their needs, and offering the right solution… at the right time.
Newsletters and Email
Another classic example of dynamic content is found in newsletter marketing. Rather than sending the same newsletter to your entire email database, email personalization allows brands to customize content based on the customer persona, purchasing history, cart abandonments, website viewing behavior and a lot of other touch points.
Taking the entire customer journey into account, email content will change based on that specific user profile information. Email subject lines, content blocks and background images can all use dynamic content rules, resulting in a much more relevant and personal experience.
Forms
Smart forms provide an opportunity to find out more information about your leads (without scaring them away). Instead of just listing out a dozen questions right from the get-go, dynamic forms allow you to progressively compile customer information over a period of time. By asking a new question each time they fill out a form, you have a better chance of extracting the information you need.
Advertisements
Google Ads and Facebook both offer ways to dynamically respond to users with relevant ads. If a user leaves your website, dynamic advertisements can be used as an extension of the user experience. Often in the form of retargeting, relevant dynamic advertisements are a great alternative to static ads.
Dynamic retargeting ads can display images of products that users viewed on your site or remind them about items they abandoned in their shopping cart. Savvy marketers can even offer product-specific deals or discounts for customers that return to their shopping cart.
Call To Actions
A brand’s call to action is extremely important as it represents the direct point of connection between the prospects and making a conversion. A dynamic CTA, if used strategically, can help to streamline the process to make it easier for consumers to progress to the next step.
For example, if an anonymous visitor arrives at your law firm’s website, your standard CTA might be, “Contact us today for help with your legal needs.”
However, if the visitor came from Google, searching terms like legal help for filing bankruptcy — you can now use dynamic messaging to serve a more relevant CTA, such as, “Salvage your company by filing for bankruptcy the smart way. Contact us before it’s too late.”
Which one has a better chance of resonating?
What Are the Benefits of Dynamic Content?
Different from static content, dynamic content responds to the unique needs of the user. Static content displays the same content each and every time, no matter who the visitor is or what they have expressed interest in.
Dynamic content is more useful. Definitely more interesting. And it’s more personally relevant than the general content which every user sees.
Here are just a few of the key benefits that brands can experience by implementing dynamic content in their marketing strategy.
Relevancy
Feeling ignored? Static, irrelevant content could be to blame.
No matter which platform you use dynamic content on, relevancy has a direct impact on engagement levels. The more relevant content can be, the more brands will experience increased engagement. This includes higher open and click-through rates on email newsletters, additional time spent on a website, more clicks on the CTA button, etc.
Since the content is tailored for the user, it will be harder to resist.
For example, by simply using the history of a user’s browsing activity, relevant messaging can be shown to provide the quickest route to a call-to-action. As a result, the user will be less likely to feel overwhelmed, frustrated or simply give up and leave the page without making a purchase. Less friction means faster results.
Be Memorable
Not getting the leads you were hoping for? You might be thinking that it’s because prospects and customers are starting to reject you… but that’s most likely not the case. The real reason could be something as simple as the fact that they just don’t remember you. In other words, you’re not on the top of their minds when it is purchasing time.
Dynamic content consistently engages consumers on a deeper level, which increases brand recognition and message recall. It makes an impact on them at the right time (that “Oh yeah, I remember them” moment) that spurs strategic action so they turn to YOU during their time of need.
Become the brand that your prospects and customers won’t forget.
Specificity
Getting nowhere fast? Showing the same content on repeat will get you just that. Repeat results. Repeat leads. Repeat brush-off.
Redundancy hurts.
Customers develop repetition blindness, where messaging they have seen over and over again just fades into the background to the point they no longer even notice it.
On the other hand, dynamic content can be adapted to the time of day, where the user is located, what websites they have visited previously, and even real-time weather conditions to deliver the most specific messaging. Brands who serve different content to different users via intelligent messaging can help to prevent lead repetition.
Conversions
If you’re getting clicks but no conversions, you might be missing out on the nurturing and navigation process.
With dynamic content, brands can attract and capture genuine leads — who are actually interested in your product or service — and guide them strategically to the next step. These individuals are already eager to buy your product or service, they might just need a little nurturing and guidance on where to go next.
No more wasted time or money on irrelevant leads that end up going cold before you even have the chance to connect. Make most of your opportunities with dynamic content.
Building an Effective Dynamic Content Strategy
The key takeaway here is knowing your audience. Personalization is a must-have for brands to build better relationships with prospects and customers.
It’s vital to have an understanding of what they need and present them with relevant, interactive content. Do this and you’ll have a better chance at boosting conversions, reducing bounce rates and increasing the effectiveness of your overall digital marketing strategy.
At CMDS, we offer dynamic content solutions for brands to unveil new and exciting opportunities to reach their target on an audience and make a lasting impact. As a leading digital marketing agency headquartered in New Jersey, CMDS assists brands nationwide with quality dynamic messaging strategies to help them gain an edge over competitors and stand out in today’s crowded market.
Ready to see what kind of impact dynamic content can give your brand? Give us a shout at 732.706.5555 and we’ll hook you up with everything you need to know to get started.