For most marketers, it’s a pretty common practice to create content based on different audience segments. However, delivering the right message at the right time to the right audience is trickier nowadays, because customers are now interacting with a brand multiple times across different devices and platforms before making a purchase.
Thankfully, there is now technology to help meet this need. Introducing dynamic personalization, a new trend that enables businesses and marketers to cater to different audience segments much more easily than before.
Wait, what’s dynamic personalization?
Dynamic personalization is content that adapts to context. It goes beyond content that renders properly across all channels. Dynamic personalization means understanding consumer behavior across all channels, then optimizing the consumer’s entire conversion journey.
Dynamic personalization uses customer data to present a variation of your content based on a specific audience segment, thus presenting a highly personalized experience that speaks directly to the audience.
How does dynamic personalization work?
Dynamic personalization uses technology to create different, pre-determined content variations based on the consumer’s context, behavior, and stage of the buying cycle. There are two types:
- Dynamic Website Personalization (DWP): The ability to dynamically alter messaging, offers, images, and CTAs displayed to a specific audience segment.
- Dynamic Creative Optimization (DCO): The ability to dynamically substitute an ad’s image and copy to the best performing variation based on the given audience.
Both DWP and DCO use an advanced algorithm to leverage consumer data and determine the best type of content to deliver to a particular audience segment, which are typically based on on-site and off-site factors like:
- Demographic: Age, race, gender, language, etc.
- Psychographic: Habits, attitudes, interests, values, etc.
- Geo-location: Where they live or where they are at the point of contact with your content
- Context: The situation or circumstance in which they view your content
- Behavior: Interaction with and reaction to your content across all channels, both historically and in real time
- Stage of the buying cycle: Are they still researching or are they ready to buy?
- Device: Are they viewing your content on mobile, desktop, or tablet?
Dynamic personalization thus bridges the gap between the online and offline world, using people’s actions in real time to implement digital strategies.
Here’s a simple example of dynamic personalization in action
Say you’re a travel agency and a potential female customer sees a banner ad about a 10-day getaway. She clicks on the ad, which takes her to your site for the first time. She clicks around your different getaway deals, staying longer on packages leaving from JFK Airport. After a bit of exploring, she leaves your site.
You can then use the data you’ve just gathered about her, like her on-site behavior, demographic, and location, to customize her entire Web experience. For example, the text and image she sees in ads on your site and on the display network can dynamically change to advertise 10-day getaway deals, similar to the ones she viewed on your site. In addition, the next time she visits your site, you can tailor the content she sees to match her preferences and previous on-site behavior.
Benefits of dynamic content
It saves time
Manually tweaking and testing creative and copy versions across multiple channels requires a lot of time. However, dynamic personalization technology streamlines the entire process, automatically creating and optimizing multiple ad variations in order to minimize the amount of time it will take to tweak those ads.
It’s profitable
Failing to personalize your content might actually cost you. Agency marketers cite a 21% uplift in sales as a result of Web personalization, thus proving that presenting highly relevant content to a hyper-targeted audience is profitable enough to be worth it.
It’ll give you an edge over competition
Many marketers often can’t implement a dynamic personalization strategy either because of lack of technology or inability to translate data into action. Therefore, investing in dynamic personalization can give you the edge you need to meet your 2015 business goals.
It instills customer trust
74% of online consumers get frustrated when they see online content that has nothing to do with their interests, and yet only 29% of marketers today invest in website personalization and use of behavior-based data. Therefore, minimize customer frustration and nurture their trust across all channels with dynamic content
Dynamic personalization will be the norm in 2015
Consumers expect adaptive content extremely personalized to their needs. Now the question is: why aren’t you giving them what they want?
This article was syndicated from Business 2 Community: How Dynamic Personalization Will Change the Game in 2015
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