As a digital marketing professional, your main goal would be to boost your revenue through conversion. And while their many ways to go about it, experts deem the most effective method would be to create dynamic content.
In a nutshell, dynamic content is the type of content flexible enough to adhere to the needs and even wants of a consumer. It is essentially a personalized experience for every user, which increases the likelihood of success for conversion.
The Success Stories
To put things into perspective, many bigwig companies have incorporated using dynamic content into their digital marketing strategy. Retail industry heavyweight Amazon, for one, does this by placing some “suggested products” upon landing on the site, or when a user clicks on a product that he or she may be interested in. This provides some sort of interaction with the prospect customer by giving them possible ideas on what to purchase next.
The same strategy is employed by major streaming service Netflix. Ever noticed how your homepage differs from another person’s? This is because Netflix also keeps track of the types of content you watch, on which they base their recommendations from.
From there, they personalize your homepage with the type of videos that may pique your interest, depending on genre or type.
How Dynamic Content Works
Creating dynamic content is pretty much comparable to getting to know an individual and providing them with the things that they enjoy, based on the information you have gathered about them. Here, relevant user data like their name, the web pages that they visit and the purchases they make is collected and used to swap them out with the corresponding content types and make them appear on landing pages and emails.
But to deliver quality dynamic content to users, four important elements should be present, and the first one is a central dynamic database that will collect all the data. The next one would be the actual content generator which will display all the information through different elements which will either be shown or hidden, be depending on the available data.
The third element would be an editable landing page, which places the dynamic content code throughout the site and personalizes the content from the collected data.
Lastly, there must be an integrated email which will do most of the personalized communication with the consumers. This can be done through various email marketing campaigns using various tools.
Integrating Dynamic Content
There are a few ways to integrate dynamic content into your digital marketing strategy, and one good example would be through email campaigns. When communicated effectively, email campaigns can serve as an operative means to increase conversions. The challenge here is to personalize the message according to the user’s needs, and not have it comes off as junk mail that will simply end up in the Trash tab.
Another way to integrate dynamic content is through personalized recommendations. You have seen how successful Netflix and Amazon have been using this particular strategy, but it should not be limited to products alone. The same thing can be done with other forms of content like your own blog posts, which you can recommend to users who have read articles of the same nature.
This would not only be an effective means to communicate with your audience through the content they enjoy, it is also a workable strategy to promote your own brand.
If you want to multiply your conversions, we can help you with that. Contact us via phone or email today. See how we have helped businesses like yours win the race!