When Amazon first proposed a book on the recommendation engine, I was completely impressed.
The idea that a website could not only recognize a returning visitor, but also recognize their interests and change their website experience accordingly, felt like magic. For example, when I look at the Amazon website, I find numerous personalized recommendations just for me, and it feels like joy every time.
In the past few years, data-driven personalization has become increasingly common. Though not ubiquitous in marketing, perhaps due to a lack of understanding of how it really works. I mean, what drives all of this highly adaptable content?
How does adaptive content affect the decision-making process of a lead? We will deal with this in this article. I’ll break down the concept of “smart” or “dynamic” content, explain what it is, how it works, and give you some strategies on how to incorporate it into your marketing.
Let us first explain what dynamic content is and why it is important for your company.
What is dynamic content?
Intelligent content inspires customers. Using data-driven content can affect a lead’s buyer’s journey. Let’s talk about what exactly dynamic content means.
Dynamic content creates an experience that is currently tailored to the visitor or reader. One of the most well-known examples of intelligent content is Amazon’s recommendation engine, which we’ve already talked about. Other forms range from personalization fields in emails to entire images or offers on a website, which change depending on the perspective.
For example, let’s say I’m visiting an ecommerce website for the first time. During this first visit, I browse around, click the “Like” button on some products, and maybe buy something. When I come back a few weeks later, the homepage has changed and says “Welcome back!” And recommends articles that I might like based on my story.
I went to the website, went shopping and gave them my name. When I returned to the website, they used information from my previous purchase to give me new product recommendations and even greet me by name.
Dynamic content also works with ads. I visited a cosmetics website this morning that I hadn’t visited before. After I closed the website, I opened Facebook and all of my ads came from the company I had just visited. Facebook selects ads to show users based on their browsing history and interests. When I visited this makeup website, Facebook found the ads from this company and displayed them in my feed.
Now that we have a basic understanding of dynamic content, let’s take a look at how it works behind the scenes.
This is how dynamic content works
The data acquisition takes place via scripts in the HTML code of a website, which change to make the page relevant for the user. This data is stored in the site’s database and is referred to as the database-driven website.
Database driven dynamic web content
A website controlled by its database means that the website contains content in its files that is considered dynamic. If the content were stored in its HTML files, it would be said to be static.
To use dynamic content, a website must store user information in a database. This is because most of the content on these websites is stored in the database. The content is then used to create personalized experiences.
Ultimately, dynamic content is collected from what the user of the website gives, such as: B. an e-mail address, a first name or a purchase history. This data is organized and stored on database-driven websites with associated values. Think of this as a filing system. The website then evaluates the needs of the page and displays the viewer content relevant to the user.
There are two types of content-based websites. Aside from database driven, dynamic websites, there are websites whose content is stored in HTML files called static websites.
Next, let’s take a closer look at the differences between dynamic and static websites and how they work together.
Dynamic content versus static content
As we have learned, dynamic content is supported by a database driven website. Static websites are operated by websites on which the content is not stored in a database but in HTML files.
Generally, most are used in static websites. In summary, static websites do not recognize user behavior and change to be personalized. Think of pages you visit that don’t change due to your past behavior, e.g. B. Ecommerce sites that don’t get suggestions and marketing emails that don’t mention you by name.
It may be a good idea to use static pages if you don’t have the time to create dynamic pages. If you want to familiarize yourself with running a website, static pages take less time to create, and you can still provide customers with a pleasant experience by managing your website using software to update your pages seamlessly, such as: CMS.
Even websites with a section similar to “Based on People You Follow” like Twitter are dynamic. The use of dynamic websites offers enormous advantages. For example, the personalized aspect can help improve KPIs such as conversions and return visits.
Other benefits include improved user experience, clean web design, and low maintenance. A page that is dynamic does not have to be constantly updated – it is always active.
Technology dynamic websites that are dynamic include:
- A centralized marketing database – Your Marketing database is the brain behind your dynamic content. It stores the download and interaction history of your contacts with your website.
- An intelligent content generator – Informed by the database, a Smart content generator shows or hides content (image or text blocks) based on the rules you set.
- Formable websites – A dynamic site must be one easy to edit and usually marketing driven rather than going through another department like IT.
- An integrated email system – To extend intelligent content to the emails you send, one is required Email system this is integrated in your contact database.
In summary, static content is easier to use and manage. Dynamic content excites the viewer, but both can provide the reader with engaging content if managed with the right software.
Let’s look at some strategies you can use to create dynamic experiences.
Smart content marketing strategies
Now that you know what smart content is and how it works, you should use it all the time without discrimination.
I’m just having fun. The bottom line of intelligent content is to ensure that you use it in a targeted and deliberate manner. Smart content should create a better experience for your leads and customers.
When integrating any kind of intelligent content into your marketing strategy, you should first ask how to improve the time of potential customers on your website or in your emails. Here are some pointers if you can’t imagine how to incorporate intelligent content into your marketing.
Eliminate repeated conversions
If a website visitor has already downloaded a specific lead generation offer or purchased a specific item, you can use intelligent rules to remove that offer from their view. The result is two things: you create a website or a shopping experience that never gets old for your customers. and As a marketer, create the opportunity to present new offers and products that promote the changeover.
To use smart rules, check the option to add them to your CMS software. Alternatively, you can code it into your website. Here is a page for adding one Transaction ID to your dynamic page to avoid repeated conversions.
Complete the life cycle phase
The life cycle phase of a lead relates to how far the visitor is in his decision-making process. Is this your first visit? Are you ready to buy? Are you still evaluating options?
Knowing how much experience a particular lead has can help you avoid overselling to someone who is at an early stage of their research – or miss the opportunity to sell to someone who is willing to make a purchase.
The perfect remedy? Mapping content to the stages of a prospect’s buying cycle . This is usually done through a series of gradually developing emails in a lead nurturing campaign. Smart content tools like HubSpot is smart Call-to-actions (CTAs) can extend this adaptability to your website and landing pages.
By using intelligent CTAs, you support the customer on every part of their journey.
Help loyal customers skip excessive steps
Many B2B companies offer content behind a form to generate leads. While this is a great way to get to know new leads, it can be problematic for customers who are interested in the content but have already filled out your forms.
Instead of having a customer fill out another form, the use of dynamic content recognizes a visitor as a customer and gives him a CTA. This CTA either minimizes the form fields or lets you bypass the download form completely.
Reflect on different industries or personas
Most companies serve a number of people from different industries. While it can be difficult to adapt to any industry you touch, dynamic content can help you create a customized experience for your industries with the highest value.
First, talk to your sales team about the different people or industries with whom they have had the best success. Then select one or two industries on which you want to focus as a test first.
Use smart content to set a standard and then another set of images that reflect your key industry segments. In the following example, we selected two images – one for the manufacturing industry and one for the healthcare industry. When someone from these industries ends up on a particular page, this image changes to reflect that context.