Smart, intuitive, and anticipatory. This trio of adjectives suitably describes the phenomenon known as dynamic content. In the marketing sphere, dynamic content is highly reactive – it adjusts and aligns with known user characteristics — often on the spot. As a result, said content generally fits the user like a custom suit. Info and user made for each other. Who could refuse?
Thanks to programming advances, dynamic content ‘knows’ the mind of an individual well in advance. The only thing better would be a crystal ball. This foreknowledge, of course, is brewed from an existing body of captured information. What has been captured are important user characteristics – the kind that will make a huge difference. The most popular of the bunch are user interests and established behavior patterns.
The presumption is, of course, that marketers have done their homework. They’ve mined the necessary info from social media responses, email surveys, and other productive sources. Once accumulated, the info-haul can be mashed up and integrated with the resident digital delivery system. The result? … An on-demand custom experience that flows unrestricted to users. Properly personalized, requested articles, videos, and all other content will be readily embraced by lucky recipients.
Delivery Process
Basically, dynamic content is the result of interactions between certain applications and other data stored on a hosting server. When a user requests specific information, relevant data is pulled from the server and delivered ASAP to the recipient. It may look like run-of-the-mill content available to any Joe’s who’s stopping by. In reality, however, the information has been carefully selected to fit the user.
Why go through the trouble of tailoring content to each user? The most obvious answer is user acceptance. Individuals are much more likely to embrace content that reflects their interests, style, and values. Marketers also gain a valuable feedback mechanism with dynamic content, which allows users to send information back to its source, as well as receive.
Secret Entry
Interestingly, there’s also a stealth component to dynamic content. Nothing sneaky or underhanded about this. It’s just that dynamic info flows seamlessly into any fully loaded page. The process is so subtle that website visitors seldom notice the new arrival.
If you have any questions or comments about dynamic content, or about any other brand-related topic, feel free to send them our way.