If you want to get serious about marketing in 2019, you need to get serious about personalisation. As in dynamic content level serious!
The ‘p’ word is often overused, but it has so much merit when it comes to modern day marketing. And this is for one excellent reason: we’re all immensely interested in ourselves.
I’m not suggesting we’re a bunch of naval-gazing egomaniacs, either, merely that we’re far more inclined to take an interest in a brand or make a purchase if advertising appears uniquely geared towards our wants and desires.
This is where dynamic content comes in – and it could be your secret weapon.
What is dynamic content?
Sometimes referred to as ‘adaptive’, dynamic content is text, imagery or video on a website that changes based on live external sources of information or the preferences and interests of a user.
Most of you will have experienced this at some stage – probably even within the last few hours if you’ve browsed the web today. While browsing a website, something will have grabbed your attention, which appears either wholly tailored to you or somehow acutely aware of something happening right now that you need to be mindful of.
The travel industry offers some great examples of dynamic content. For instance, if you’re booking a hotel room on Booking.com, you’ll probably be notified that several other people are looking at the hotel at the same time as you and that four people booked a room two minutes ago.
Another example is the holiday company whose advert about a far-flung holiday appears on several non-holiday-related websites and suggests that the weather in Bermuda is somewhat more pleasant than it is in your current location (it might even name your place!).
This is all done via cookies, APIs and lots of clever technical wizardry behind the scenes, but we’re not going to get into that today. Instead, I’m going to offer four compelling reasons you need to use dynamic content as part of your marketing campaigns.
1. Personalisation increases engagement
Using targeted, or personalised messages in marketing campaigns can increase customer engagement by 74%.
What more of an excuse do you need to put dynamic content in front of would-be customers who might otherwise never discover your business?
2. Leads will be warmer
We all like a nice, warm lead, don’t we?
Think how much time your sales team spends qualifying leads that turn out to be utterly useless. Dynamic content is capable of drawing in people who are much further along the buying cycle; if they act on content that is fresh and personalised (see above), chances are they’re hot-to-trot.
3. Less repetition
If your content never changes, it might get overlooked.
Dynamic content, by definition, is far less repetitive than static content. The more your content appears aware of what’s happening right now, the more people will engage with it, rather than scrolling past.
4. You’ll make visitors feel special
We all like to be made to feel special once in a while, and dynamic content is rather adept at doing so with website visitors.
Just as an email addressed specifically to the recipient is more likely to be successful, dynamic content that makes an effort with website visitors stands a better chance of starting a beautiful, profitable relationship with your brand.
Dynamic content isn’t easy to produce or get right, but as I’ve hopefully demonstrated today, it’s absolutely worth investing some of your time and marketing budget in.