What is dynamic content?
Simply put, dynamic content is a type of content that changes based on factors such as user data, behavior, and preferences.
If you wish to learn more about this topic, check out the FAQ section below:
Question #1: What are the benefits of using dynamic content?
The main benefits of using dynamic content are as follows:
- It improves the customer experience
- It boosts conversions
- It boosts email open rates
- It minimises bounce rates
- It boosts engagement
Let us take a closer look at each one:
First, dynamic content improves customer experience by ensuring each user is presented with helpful, relevant content, in a manner that works best for them, at all times. As a result, each user gets to where they want to go and accomplishes what they want to do more easily and quickly—which brings us to the next benefit:
By helping customers take action more quickly using dynamic content, you effectively eliminate friction points and other obstacles that could slow down or completely prevent them from converting.
In terms of email marketing on the other hand, by personalising your subject lines and marketing messages using dynamic content, you are able to send emails that people actually want to open.
The third benefit of using dynamic content is that it can help minimise the bounce rate of your website. Just like with personalised emails, presenting your web visitors with tailored experiences increases your odds of making them stay on your site longer.
This is exactly why it is so difficult to leave social media or YouTube once you log on. Their algorithms are so good at figuring out what you want to see and how to make you stay using dynamic content.
The final benefit of using dynamic content is that it encourages users to engage with your content simply because it makes them feel as if it were made specifically for them.
Question #2: What are examples of dynamic content?
You typically see examples of dynamic content on websites or apps, ads, and marketing emails.
A good example of dynamic content on a website (and app) would be the YouTube video recommendations. Depending on who is logged on, YouTube chooses the perfect mix of video suggestions to display. And once the user clicks on a video, YouTube selects the best related videos to push. The goal is to keep the user on the site for as long as possible by providing them with a truly personalised experience.
An example of dynamic ad content, on the other hand, would be banner and social media ads that change their headlines and body copy based on what the system knows about the user.
Finally, a good example of dynamic content in marketing emails is the personalised subject lines and body copy. This allows marketers to do things such as addressing the recipient by name and sending them relevant offers.
Question #3: How do I use dynamic content effectively?
The key to using dynamic content effectively is really knowing your target audience. The more information you have about them, the more customised the experiences you can provide them with.
The good news is that there are tools you can use to cover all the stages of creating dynamic content—from information collection all the way to implementation. The bad news? The more customised the experiences you want to create, the more costly the whole thing becomes.
Creating dynamic ads is much easier (and more affordable), though, because the top advertising platforms already have all the information you need. All you have to do is choose your target audience, craft an ad for them, and run it.
Question #4: What is the difference between dynamic content and static content?
As the names suggest, the main difference between dynamic content and static content is the level of customisation.
A we have seen earlier, dynamic content adapts to the user. In contrast, static content follows a more one-size-fits-all approach, delivering the exact same experience to everyone who accesses it.