The magic of dynamic content personalization

When we talk about personalization, many marketers still think of dynamic content. Emails changing with the recipient’s name, website graphics changing according to the viewer, ad displays customized by audience segment. 

It’s the most basic but still effective use of customer data, making your customers feel seen and recognized on your website and campaigns, the same way you’d greet them by name when they drop by a physical store. 

Thanks to AI, dynamic content has evolved with more complex personalization for exciting opportunities to attract prospects and delight existing customers. 

Dynamic content and personalization combined as a killer combo

Dynamic content adapts to every audience segment to display relevant content to that segment. Today’s AI has made dynamic content even more personalized. Marketers can now have, for example, a dynamic ad to hook their audience and the personalized messaging to match…and ultimately convert their prospects. 

Dynamic content and personalization together create a spark that can be super effective in firing up your marketing and sales goals. 

Using customer data made robust by AI, dynamic content personalization addresses and anticipates customer needs and offers solutions at the right time. It reaches into the root of extremely effective marketing: upselling, cross-selling, and turning your prospects and existing customers into your voluntary marketing army. 

Dynamic content personalization delights with better customer experience

Many businesses place greater importance on growing their customers than nurturing the ones they already have. But finding new customers is more expensive than continuing to engage, and cross-sell/upsell to, current customers, so it’s equally important to delight your existing customers. 

Virtually all of them will go elsewhere if they think they can get a better customer experience. 

Better customer experience is the name of the game. 

74% of millennials will switch if they have a negative experience. Millennials don’t bother about name brands. They prefer quality experiences, and 67% consider it their responsibility to talk about their experience, negative and positive. 

All the above make the market fair for small to medium businesses that rock dynamic content personalization and deliver outstanding customer service and experience. 

Despite the established notion that millennials don’t buy diamonds, Millennials and Gen Z like supporting businesses and spend more than Baby Boomers and Gen Xers. In 2018, millennials alone spent two thirds of the amount spent by Gen Xers and Baby Boomers. 

And Millennials and Gen Z demand and expect the best experiences. With how easy and instant it is to switch across different brands online, it’s no longer necessarily about your product and how good it is. 

It’s how good you make the experience with your brand. 

How to make your content strategy dynamic and personalized 

To attract and convert your target audiences, and to delight your existing customers, it’s all about the experience, from the first encounter with your promotional content (intrusive? informative?) to your product recommendations and nurturing during the decision stage, and on to checkout and beyond with truly relevant and helpful personalized prompts. 

Dynamic content isn’t enough–updating your website with fresh, adaptive content won’t drive sales. You can create dynamic content to hook your prospects based on the data you have, but the personalization follow-through ultimately converts them. 

Always take a specific route. 

Dynamic content personalization narrows down everything. Beyond emails customized with the recipient name, dynamic personalized content are triggered by behavior and data to serve the customer and lead them to conversion. 

Behavior-triggered examples: 

  • An abandoned cart leads to an email with a discount or free shipping. 
  • A download of a free guide triggers an email drip of extra tips that entice the lead to finally sign up/subscribe to the service. 

Data-guided examples: 

  • A followup email (or SMS) is sent to a customer who purchased a product around the time that product usually runs out with a link for express reordering. 
  • An email alert goes out when a high-demand product is restocked to customers who added themselves to a waitlist, (and better yet, informing them that you’ve put one on reserve for them for the next 24 hours so it won’t run out again before they’ve had the chance to purchase)

Every offer, every email can be very specific to every customer. 

Every product, and every piece of messaging is a chance to deepen your engagement with your customers. Making a sale is just a bonus. 

Use AI to never disappoint. 

It’s irritating to be hoodwinked by ads or interrupted by irrelevant content. 74% of online consumers hate it when websites display content mismatched to their interests

Always follow through your dynamic, personalized ads with onsite dynamic personalization. If you hook your target customers with personalized promotions, expect them to land on your website, and your website should be just as personalized. 

On-site personalization seals the deal. Use AI to match customer segments to the landing pages, services, and offers they’d recognize as meant especially for them. They give you their data; they expect you to use it. 

The key is to understand who your customers are and provide the best experience at every step. 

  • Are they eligible for any discounts? Do you remind them about it at checkout or do you wait for them to checkout before they see it on the homepage banner? That’s more than disappointing–it can be infuriating. 
  • Do you implement dynamic content personalization to make intelligent recommendations, not just on landing pages or shop pages, but on search boxes too, to help them narrow down their choices according to their previous preferences? 

According to a VentureBeat report, 87% of companies that use web personalization increased their most important metrics by 5% and 39% saw an increase of at least 20%. 

To use AI to delight your customers, you need to… 

Bring data sources together. 

In 2018 Trends in Personalization, 55% of marketers say they don’t have sufficient data and insights to drive effective personalization, while 69% say their data is stored in three or more systems. 

AI platforms can collect and connect the data from all your channels, so that you can start working with what you do have, because you do have data! It might be a jumbled mess, but you do have data. 

Take advantage of machine learning. 

All the above techniques are more than any human team can take on. Dynamic content personalization is beyond basic email personalization tactics you can feed or setup on Mailchimp. 

Robust AI machine learning can wade through data, make sense of all the information, and then recognize and automate accurate message delivery so that the right content is always there for the right audiences at the right time. 

You can already experience this in WordPress and website plugins for dynamic CTAs, dynamic banners and the like. These tools employ AI. 

Conversions and customer loyalty come from great customer interactions. 

Great customer interactions–which come from dynamic content personalization–start with the right data. AI and machine learning make it possible to intelligently funnel all customer data to its maximum efficacy for you to deliver the best customer service and customer experiences. 

Dan Baird

You may also like
Revisiting Personas: Why they matter in the age of personalization
Blog

Revisiting Personas: Why they matter in the age of personalization

“Persona” is in “personalization.” That's obvious (and cheesy) I know, but most of us know by now that personas are...
Read More
Personally Identifiable Information (PII) 101
Blog

Personally Identifiable Information (PII) 101

Personally identifiable information, or PII, is self-explanatory and it’s nothing new. It hails from the age of mail-order catalogues and...
Read More
The rise of micro-moment: tiny moments, BIG impact
Blog

The rise of micro-moment: tiny moments, BIG impact

“Be quick, be there, be present.” That’s from Google, when they first coined “micro moments” in 2015. With the age...
Read More
Personalized marketing is omnichannel marketing
Blog

Personalized marketing is omnichannel marketing

Personalized marketing is omnichannel marketing. After all, your marketing strategy is not personalized at all if your customers have to...
Read More
The shift toward guarding customer data will boost influencer marketing
Blog

The shift toward guarding customer data will boost influencer marketing

The Cambridge Analytica scandal still makes people paranoid about Facebook, but marketers weren’t really surprised about it. We know how...
Read More
New tech makes account based marketing more achievable
Blog

New tech makes account based marketing more achievable

The marketing landscape is shifting in this new decade, thanks to marketers finally implementing martech (including AI) to adapt to customer demands and expectations. The same agility and intelligence we can utilize for hyper-personalization can be applied to account based marketing.
Read More
Customer Data 101—How to Collect and Use It in Lawful and Good Ways
Blog

Customer Data 101—How to Collect and Use It in Lawful and Good Ways

It’s projected that 2020 is the year marketers will finally stop being so scared that personalization is invasive, by making personalization impressive.
Read More
The marketing trend of the decade: insight-driven and customer-focused
Blog

The marketing trend of the decade: insight-driven and customer-focused

It’s hard or near impossible to plan for the future, especially with constant changes and updates to marketing innovation, but marketing leaders are always a good sounding board on giving insight and even predicting what would catch on sooner or later.
Read More
Is CRM finally ripe for disruption in 2020?
Blog

Is CRM finally ripe for disruption in 2020?

CRM can and should serve marketers on the challenge of attracting new prospects and keeping existing customers. The answer to that challenge is staying relevant and in step with customer preferences and expectations. 
Read More
Only relevant content is visible to your audience
Blog

Only relevant content is visible to your audience

Only relevant content is visible to your audience. We always talk about content marketing to attract audiences but it’s amazing how many businesses actually lose sight of the audience.
Read More
Align martech solutions with your marketing and engagement goals
Blog

Align martech solutions with your marketing and engagement goals

It’s going to be a long while before AI truly takes over from humans, if it ever will. The companies that use AI most effectively will be those that work with it, and allow it to take over processes that can and should be automated, freeing up employees to be more creative than ever, to connect dots they wouldn’t otherwise, and to be great translators of data.
Read More
The magic of dynamic content personalization
Blog

The magic of dynamic content personalization

Dynamic content and personalization together create a spark that can be super effective in firing up your marketing and sales goals.
Read More
The biggest lesson you need in business: product market fit
Blog

The biggest lesson you need in business: product market fit

Are people dying to get their hands on your service or product? How much is the demand for your product, and to what extent would you satisfy that demand?
Read More
Hyper-personalization: The fine line between impressive and invasive
Blog

Hyper-personalization: The fine line between impressive and invasive

People now expect hyper-personalization, but don’t want their privacy invaded. This is the privacy paradox.
Read More
The Future is Now—AI-generated content is here to stay
Blog Uncategorized

The Future is Now—AI-generated content is here to stay

Marketing standards and trends in 2016 or 2017 are no longer the done thing in 2019, and more changes will...
Read More
You have data tools, but do you have a data culture?
Blog

You have data tools, but do you have a data culture?

Data analytics tools are great and they’re getting better every year. Marketing continues to utilize and develop personalization through data-driven...
Read More
Artificial Intelligence Will Eliminate Jobs – and Create Them
Blog

Artificial Intelligence Will Eliminate Jobs – and Create Them

There’s a lot of fear around AI’s threat to disrupt a wide swath of jobs, and there seem to be a lot of good reasons why this will be the case. But there’s also no need to panic. Just as the Industrial Revolution disrupted countless jobs, a significant amount were also created.
Read More
How to Execute a Personalization Strategy
Blog

How to Execute a Personalization Strategy

There’s no official guidebook or roadmap for kicking off a personalization strategy at scale. Every organization is different, with varying...
Read More
What Does Artificial Intelligence Mean For Loyalty Marketing?
Blog

What Does Artificial Intelligence Mean For Loyalty Marketing?

Without hyperbole, the magic of artificial intelligence in marketing is its pattern recognition. And this ability to analyze and unpack behavior patterns empowers your loyalty marketing, which is by itself, already magic too.
Read More
Personalizing The Customer Experience In The Physical & Digital Worlds
Blog

Personalizing The Customer Experience In The Physical & Digital Worlds

The old version of demographic personalization “group-ized” rather than truly “personalized,” lumping people together and sending generalized content to each...
Read More
Previous Post
Next Post

LEAVE A REPLY