In modern e-commerce, increasing attention is focused not only on a lead generation and the acquisition of leads, but lead nurturing. That is nurturing already acquired leads/customers and providing them with relevant marketing content at the right time and place, to convince them to buy. Such a need has developed a solution, which is the ability to use personalized and dynamic content campaigns and communication with customers. Today’s customers increasingly expect the offer to match their personal preferences and needs.
Starting from changes in the way texts are presented through animation graphics, up to transformations in the field of interaction and online communication – static elements of websites have begun to give way to their dynamic counterparts. The new solution not only changes the habits of Internet users, including customers of e-shops, but also affects their growing expectations. Today’s customers increasingly expect the offer to match their personal preferences. Adapted to the expectations, messages accurately reflect the customer’s needs, and combined with the mechanism of automation greatly enhance marketing effectiveness. In this text, you will learn why you should deploy dynamic content in your marketing strategy.
What is dynamic content?
Without going into details, these are graphics and texts that can be dynamically placed on websites, in emails, displayed on shop screens or notifications (e.g. pop-ups or messages). This content is usually tailored to their particular customer or group of customers.
In the case of companies whose activity is focused on the individual customer (B2C), you can display products based on their purchase history, or suggest the favorite products of customers with similar profiles (in the same segment; more on this later). In turn, for companies that deal with other companies or institutions (B2B), you can segment them based on the industry they work in and, for example, show visitors to the website only those case studies that match their industry. Another example is the adaptation of a training offer to the interests of users of the website. Displaying content that is not matched to the interests of customers is a mistake that can result in permanent disengagement.
Who uses dynamic content pages?
Every successful online company uses dynamic content. You’ve probably already noticed that when you search for something in, for example, Amazon, your future visits are full of items and suggestions related to your previous searches. Similar mechanisms work on auction sites. The history of the auctions you viewed affects those currently ongoing. The personalization trend is so strong that is also taken by companies focused on entertainment. The mainstream music services –with Spotify in the lead – analyze the tastes of users, and then create individual playlists. Likewise, Netflix collects data on viewing experiences in order to suggest other titles that are likely to be of interest.
Citing examples of such giants may seem disproportionate to the needs of smaller companies. They have huge financial and human resources, an unimaginable range of data processed and millions of customers. Perhaps you think that the implementation of dynamic content on the realities of small and medium-sized enterprises is an extremely difficult operation. Nothing could be further from the truth. Today there are solutions on the market that greatly simplify and automate the entire process.
By automating and accumulated knowledge about the customer, it is possible to display personalized and dynamic content for each user by using intuitive tools. The basis of these strategies is the behavior of visitors to the website. After several visits without a purchase, they can receive a special notification with a discount code, which significantly increases the likelihood of conversion.
The foundation for creating dynamic content is customer segmentation. This is a process of grouping units into sets based on certain conditions. For example, a segment may be a set of customers with a specific name or with similar behavioral characteristics (eg. customers who have visited an e-shop website and made a purchase). You can learn more about segmentation in other article.
Segmentation + dynamic content = special effects!
Here are a few examples of combining user segmentation and dynamic content:
A dynamic pop-up with a discount code
Another example of the use of dynamic notifications is to display discount codes to selected customers. Such implementation may, for example, rely on the creation of a segment of customers who visited the website of a product or product category five times but nothing was added to a cart. A pop-up display with a discount code to purchase products in this category can be triggered to appear in such events. As a result, the customer’s motivation to buy is increased.
Dynamic website fragments
Depending on the needs and structure of the page, you can implement a number of interesting solutions here. For example, to create a segment of customers who bought the product in a category, and then viewed a dynamic banner with additional accessories (eg. home theater sets for customers who bought a TV). Another possibility is to display a list of products that have gained popularity among customers with similar interests
Dynamic elements in mailing
Embed special fields in messages, such as the name or surname of the customer, so that each email has a personalized character. Additionally, you can prepare automatically sent emails to those customers who chose not to buy the products placed in the shopping basket. In this case, the customer (after a certain preset time) receives an email containing the dynamic content in the form of a list of abandoned products. Moreover, such a message contains a direct and personalized appeal to the customer, as well as incentives to return to the shopping cart with, for example, a discount or offer of free shipping. Another e-mail idea with dynamic content is a message with a list of recently viewed products or the products from a newly chosen category.
So how does implementing dynamic content help you? The most important advantage is the reduced distance of communication between customers and the brand or company. Personalized messages and offers displayed to a particular website visitor that respond to his needs give the impression of being “tailored the customer” and, in fact, they are. You can see the potential of dynamic content in the realization of marketing objectives and business growth. It is worth using it but choosing the right tools is essential.