How to Use Dynamic Content for Higher Engagement?

What is Dynamic Content?

Dynamic online content adapts or changes based on a user's past behavior, preferences they have set, in-session behavior, or data known about the user. 

Typically, the content is generated when the user clicks on a page; where they clicked from (email, PPC ad, etc.) can change the content that is generated. 

How Dynamic Content Works

Let's look at YouTube. When you log in to YouTube.com, they try to give you videos they think you will be interested in (based on past in-session behavior), along with videos that are doing well at the time. You can see in the screenshot below that they are even showing and upcoming/scheduled event they think I will enjoy. 

Why Dynamic Content is Important

Improving your company’s “customer experience,” or CX, is a critical part of keeping people happy with your brand, and we all know customer retention is a large part of business success.  Often, businesses focus more on their efforts of customer acquisition than retention, and while that is not a bad thing, it is more expensive to obtain new customers than it is to keep existing ones coming back for more.  Today’s consumers need more attention, more personalization, and more positive moments.

That is asking a lot, and many businesses just don’t know how to achieve it. Using dynamic content personalization is one of the best ways to start.  Dynamic content is content that changes based on customer segmentation and other database-driven signals that inform rule-based triggers. You can use it in various places throughout your marketing campaigns, including email, Facebook ads, and even on-site content.

Basically, it is content that changes based on some variable, such as gender, other demographic data, preferences, or purchase history.  One of the easiest examples of dynamic content can be seen with Netflix You are served with a number of recommendations for what to watch next, based on what you have previously watched.

Those are dynamically served and will change based on your customer profile. Even the thumbnail images used to promote the same programs will vary, depending on who is browsing.

How MERCURY help?

Our E-commerce and KOLify platform now offer Dynamic content engine and Dynamic product engine; which can based on your OWN defined business rule to segment your customer.  With continuous learning and integration with Google Tag Manager, we can automatic segment your customer over the time and provide more personalised and customised offering

How to Use Dynamic Content for Higher Engagement?
James Wong
21 April, 2021
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