3 Effective Ways to Use Dynamic Content for Personalized Marketing

When you search for a product on a web store such as Amazon or eBay, you probably observed a series of product recommendation during your visit. These recommendations are often accompanied by indicative text such as “Customers interested in this product also bought:” or “Based on your browsing history,” and typically feature items that relate to your initial query. This is an example of what the online marketing world calls dynamic content.


Dynamic or smart content is content that adapts to the personality of the individual consuming it. The goal of dynamic content is to provide a more customized user experience that couldn’t be achieved with static content. Today’s buyers are looking for a highly-personalized marketing experience, and dynamic content gives it to them. If you want to learn how to harness dynamic content, here are three ways to do so effectively.

Customize your emails

Personalization in the context of email is the method of targeting an email campaign to a specific individual by using acquired personal information. Personalized email marketing tactics—such as using the subscriber’s name in the email message or changing the content of the email based on the subscribers, gender, location, and preference—is a proven way to increase the open and click-through rates of your emails.


Personalize the web experience

Use the demographic information and activity data of your website visitors to craft personalized web content that speaks to them directly. Use what you know about your target market to create landing pages that’s tailored to exactly what they’re looking for.


Use progressive profiling in your forms

Progressive profiling allows the display of new form fields after a prospect submits a form. This prevents them from entering repeat information and experiencing the frustration that comes with the action.


Source:

How to Use Dynamic Content for "Smarter" Marketing, HubSpot.com