The online marketplace is very cluttered. If an advertiser wants to get through to a consumer, that message must make a connection. Today’s buyers are looking for that kind of personalized sales experience, and anything less won’t cut it. One way to do that is through dynamic content.
What is Dynamic Content?
Also referred to as “adaptive” or “smart” content, dynamic content is simply any creative that changes automatically based on information about the user, whether this is related to their behavior, location or context. It creates an experience that’s customized specifically for the visitor or reader at that moment. From a specific location to a recent web search, or the history of the pages you have visited, dynamic creative can serve up content that is a reflection of your current interests or past behavior.
The delivery of the right marketing message, to the right person, at the right time pays huge dividends. Specifically, greater click-through rates and conversions.
How should I use it?
The idea that a website can not only recognize a return visitor, but also discern their interests and alter their site experience accordingly may feel like nothing short of magic. But it’s not outside of means to bring the personalized selling techniques to your business.
Dynamic creative is flexible and is suited to a number of different scenarios:
Adapt by Geography: Integrate dynamic content in your marketing campaigns by using what you know about a lead’s geographic location to give them a more personalized experience. A user’s location can prompt geographic-specific advertising (for example, Facebook Local Awareness Ads or in-store Snapchat filters) and provide a compelling marketing experience by making the ad more contextually relevant and, hence, more interesting to the user.
Integrated Email System: Dynamic content doesn’t have to be relegated to your website alone. If your email system is tied into your contacts database, you can also add dynamic content in email sends. Using data from a contact database, marketers could segment their mailing lists based on a recipient’s characteristic. That targeting proves to be quite successful: According to Aberdeen group, personalized emails improve click-through rates by 14% and conversion rates by 10%.
The most common example of dynamic content in emails is using a merge tag in your email service provider (ESP) to pull the first name of your reader into your message.
Email can work in all aspects of the customer journey because it allows you to deliver your messaging exactly when your subscribers need it most—and at which point in the customer journey is the most relevant. This example shows off what you can do with product and purchasing data to tip someone from one-time customer to loyal or recurring customer.
Retargeting: Another powerful way to drive conversions is by showing ads to people who have previously visited your website, used your mobile app, and/or subscribed to your newsletter (AKA retargeting). Dynamic retargeting takes this a step further, letting you show previous visitors ads that contain products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site to complete what they started. Try Facebook Dynamic Product ads, an ad format that uses digital ad automation by simply uploading your product catalog and setting up your campaign one time. It will continue working for you — finding the right people for each product—for as long as you want, and always using up-to-date pricing and availability.
Recommendations by Past Behavior: Start by thinking about what past actions a lead could have taken to indicate a certain preference or interest. The most universally known example of this is the recommendation engine in Amazon.com or Spotify’s adaptability to build you a personalized station based on your past music selection. You can implement a simpler version on this though just by looking at the topics of your offers. Have they downloaded content on a particular subject area most frequently? Have they requested information on a particular product or service? Leverage the data you have to prioritize content that aligns with their past interests.
Dynamic creative can provide advertisers with plenty of targeting options when used intelligently. The ability to make creative more relevant for users in real-time using client data makes it an exciting proposition for advertisers.