Media & Marketing


Carlos Barge

Well, that’s what dynamic content is here to do. Used on its own, the word “dynamic” refers to something active and energetic, something that affects development. This perfectly describes the kind of content that we’re talking about here.

Dynamic content is adaptive and relevant. Remember that although you may have a specific audience you’re targeting, each individual within that audience has different preferences and interests as well. With dynamic content, you get to present exactly what each specific individual is looking for. How is this done?

Recommendations based on real data

When you go to Amazon, you’ll notice that right below the specific product you’re checking out, you will also see recommendations cascaded below. They could be alternatives to the product you’re looking at, or accessories that you could use should you decide to buy the product.

Basically, this kind of content shows each specific lead something that they are already interested in. This means that the chances of them actually making a purchase is higher.

Creating filters

If you only have a few products to sell, then the keyword that any potential customer types into your search box can easily give them what they’re looking for. But in the case of e-commerce sites that have a wide range of products and services to offer, it’s a huge help if you can help your audiences narrow down their search.

This is where filters come in. By giving people the chance to adjust the search parameters, you can also deliver content that is more relevant without wasting their time browsing through results that are too general for their needs.

Personalized calls-to-action

What if a person who has already subscribed to your email list goes to your website and comes face to face with a huge pop-up that asks them to sign up for your email newsletter? What if someone has already gone through the initial sign-up process and is ready to move onto the next step?

Using the same call-to-action over and over again can be very tiring (and irritating) for the people seeing them, especially if their visits are frequent. Check out data from past interactions and base your calls-to-action from there. By allowing your CTA to be dynamic, you can cover every single opportunity for most visitors.

Location-based content

One of the most amazing innovations of this era is the ability to find out where your visitors are. This means that you get to offer them something that’s more applicable to them. You can recommend a store nearest them, or a distributor that you believe would be more accessible to them than your own store a few miles away.

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