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What Are Some Easy Ways to Implement Dynamic Content?

Technology is always working to show us things we want and like. Think about how YouTube suggests videos based on what we've watched, Instagram shows us posts and ads that match our interests, and Google Maps remembers our frequent destinations. 

Truth is, we’re so used to everything being tailored to our tastes that generic marketing feels really out of place.

For example, the other day I got an email from a clothing store I like, suggesting a bunch of winter coats. The thing is, I live in a warm climate and never need heavy coats. (By the way, I usually love this store, and this doesn’t happen often.)

I saw the email and got thrown off a little bit. I wasn’t their target audience and they didn’t even know that. That got me thinking, how many other businesses are making this mistake?

It’s 2024 people, time to step up your game! You need to start incorporating dynamic content into your marketing strategies, which leads us to our next point.

What Is Dynamic Content?

Dynamic content is information that changes automatically based on a person's data, preferences, and actions. It updates in real-time according to factors like who the user is, where they are, what they’re searching for, or their browsing history.

As a marketer, you can use dynamic content in various digital forms, such as:

  • Websites

  • Pop-ups

  • Emails

  • Ads (display, search, and social media)

Why do people prefer dynamic content? Because it’s more personalized, making the experience more relevant to the visitor or customer.

This type of content can enhance every stage of the buyer’s journey:

  1. At the awareness stage, it can greet new visitors and direct them to helpful resources.

  2. At the consideration stage, it can use past interactions to steer visitors toward their interests.

  3. At the decision stage, it can highlight specific reasons why a product fits their needs based on their profile.

How Can Businesses Apply Dynamic Content Into Their Marketing Strategies?

Brands have lots of ways to spice up their marketing with dynamic content. Let's break down a few simple ideas to get you started:

Use Names

Personalizing a web visitor's experience can start with something as simple as a greeting that uses their name. Imagine logging into a website and instead of a generic "Welcome back," you see "Welcome back, Jason." It instantly feels more personal and engaging, right?

Using someone's name in a greeting helps create an immediate connection. It shows that the website recognizes and values them as an individual, not just another user. This small touch can make a big difference in how someone feels about their visit.

Imagine walking into your favorite coffee shop and having the barista remember your name and usual order. It makes you feel special and appreciated. When visitors feel recognized, they're more likely to engage with the content. This could mean they spend more time on your site, explore more pages, or even make a purchase.

Also, when people feel personally valued, they’re more likely to return to your site again and again. 

So, how can you implement this? Start with data collection when users sign up or log in, asking for their name through a simple form. Use cookies to remember returning users so even if they don’t log in every time, you can still greet them personally. Dynamic content tools can help you display these personalized greetings based on the data you’ve collected.

Provide Personalized Recommendations

Imagine visiting a blog and, as you're reading an article, you see a section that says, "You might also like..." with recommendations for other posts or resources based on what you've read before. It feels like the blog really gets you, right?

Think about it—when you go to a blog, you probably have specific interests or topics you're drawn to. As you show your readers recommendations based on what they've previously read, you're giving them more of what they already love. 

This makes the whole reading experience more engaging. Instead of just reading one post and leaving, visitors are likely to stick around longer, clicking on those recommended articles that pique their interest. It keeps them on your site, discovering more great content you have worked on.

For example, if a reader just finished an article about travel tips for Italy, you could recommend other posts about traveling in Europe, packing tips, or even travel gear reviews. 

Customize Your CTAs

Let’s say you run an online store. Someone visiting your site for the first time might be just exploring, so they’re in the early stage. 

You could show CTAs like “Learn More” or “Sign Up for Our Newsletter” to help them get to know your brand better. An example offer could be a free eBook or a guide related to your products.

Now, for visitors who have been to your site a few times and maybe have signed up for your newsletter or downloaded an eBook, they’re likely in the middle stage. These people are more familiar with your brand and might be considering a purchase. 

Here, your CTAs could be “Check Out Our Bestsellers” or “Watch a Product Demo.” You could offer a limited-time discount or free shipping on their first order to nudge them closer to making a purchase.

Finally, for those who have added items to their cart or visited your pricing page multiple times, they’re in the late stage. They’re almost ready to buy. 

For these visitors, use CTAs like “Complete Your Purchase” or “Claim Your Exclusive Discount Now.” Offers could include an additional discount for completing their purchase within a certain timeframe or a bundle deal that adds more value to their order.

Keep Geographical Locations In Mind

When you're organizing an event like a concert or a festival in a specific area, it makes sense to let the people nearby know about it, right?

So, let's say you're putting together a music festival in downtown Los Angeles. You want to make sure that people who live or work nearby are aware of it and have the chance to come along.

To do that, you can use data about where people are located to target your promotions. For example, you can run ads on social media platforms like Facebook or Instagram that only show up for users who are in the LA area. Try featuring pictures or videos from past festivals and a clear message about when and where this year's event is happening.

You could also send out emails to people who live in LA and have signed up to hear from you. Maybe offer them early access to tickets or a special discount just for being local.

Another idea is to team up with local businesses, like coffee shops or bars, to spread the word. You could put up posters or hand out flyers in places where people in the neighborhood are likely to see them.

Final Words

Making your marketing feel personal is really important. Using dynamic content—like saying someone's name in an email or showing them stuff they're interested in—can really make a difference.

As we move forward, let's keep finding new ways to make our marketing feel more personal and relevant to each person who interacts with it. That's how we'll stand out in a world where generic marketing just doesn't cut it anymore.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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