How Dynamic Content Makes Your Brand More Relatable
Dynamic content is a personalisation strategy where website or email content automatically changes based on individual user data, such as location, past behaviour, or demographics.
Leveraging marketing automation platforms or Customer Data Platforms (CDPs), this approach tailors elements like images, headlines, and calls-to-action (CTAs) in real-time.
The goal is to create a uniquely relevant and relatable user experience, boosting engagement and making the brand feel more personal.
- Dynamic content personalises website and email elements in real time using user data, boosting relevance and engagement.
- Types include interactive, contextualised, timely, variable content and personalised images to create tailored experiences.
- First‑party data is crucial for accurate personalisation as third‑party cookies are phased out.
- AI and machine learning scale personalisation, predicting user needs and delivering individualised experiences dynamically.
- Start small, test (A/B), monitor KPIs, and maintain consistent brand voice when rolling out dynamic content.
What is Dynamic Content and Why Does it Matter?
Dynamic content refers to any data-driven content that can be adjusted or tailored specifically for a visitor, viewer, or reader at that given moment. Dynamic content creates personalised, unique experiences for specific users, unlike static content, which remains fixed and identical for all viewers.
Static and dynamic content, while stylistically different, often overlap. Depending on the assets you create, you can still dispense them to provide either type of content, dynamic or static. For instance, you can make interactive, personalised promotional videos for your customers that address specific concerns or questions based on where they are in the sales funnel.
Those new to your brand may find a recommended video that explains your services helpful, and those who are already familiar with your name but require more detailed product explainers.
There are several types of dynamic content brands can leverage:
- Interactive content can be forms, videos, or images that feature lickable elements, hover effects, buttons, questions, and other engaging features that users can actively participate in.
- Contextualised content refers to assets that auto-adjust based on a user’s location, browsing history, time of day or other indicators.
- Timely content – Promotions, offers and messaging that change depending on seasonality, current events or other factors that create a sense of urgency to complete the desired calls-to-action (CTAs).
- Variable content – Content updates in real-time based on external data sources like weather, stock prices or live sports scores.
- Personalised images – Photos or illustrations that include customised names, faces or details to resonate more deeply with each customer.
- Website elements – CTAs, pop-ups, sliders, and buttons that reflect a visitor’s location and intent. For example, suppose you’re in London browsing a photography website. In that case, you may be prompted with pop-ups that offer more immersive content, like iconic shooting locations in the city, giving you an immediate option worth considering.
The benefit of these dynamic content types is relevance; this is key to standing out in an oversaturated digital landscape.
Dynamic content demonstrates an understanding of your customer’s unique needs and desires at any given moment, thus resulting in more meaningful and memorable brand experiences.
How Dynamic Content Benefits Your Brand
Embracing dynamic content provides a multitude of advantages that significantly influence your brand image and bottom line:
Increased Personalisation
Tailoring content to individual users across all touchpoints makes customers feel valued. This can range from email subject lines, including recipient names, social ads showcasing recently browsed products, or mobile push notifications referencing past purchases. According to recent statistics, 53% of consumers engage more with personalised content.
Enhanced Differentiation
Dynamic content highlights your brand’s unique value more than generic, one-size-fits-all messaging does. Whether it’s in your eCommerce category pages, service industries, or areas of operation, personalised messaging can prove pivotal in making your brand more memorable to a prospective buyer. Recommendations, notifications and other dynamic content applications make creating customised experiences easier.
Competitive Edge
Most brands still rely heavily on static content, presenting a significant opportunity for you to stand out from the crowd with dynamic alternatives. Whether that involves integrating nearby store locations into social media or PPC ads, using first names in correspondence, or providing customers with content that could steer them from consideration to conversion, your brand will be given a significant competitive advantage.
This is where collecting your own first-party data comes into play, especially with third-party cookies being phased out. Look, this is the information you gather directly from your audience, right?
We’re talking about purchase histories, website interactions, survey answers, that sort of thing. It’s absolute gold because it’s accurate and it’s yours.
Using this data lets you build a personalisation strategy on solid ground, showing customers you actually listen and building a load of trust in the process.
Optimised User Experience
Static content forces customers to sift through information and navigate accordingly to find what they need, whereas dynamic content removes this friction by carving a personalised path for each user. Adapting to consumers’ needs in real time enables more bespoke user experiences, thus boosting satisfaction and engagement.
Boosted Conversions
According to recent research, product recommendations can account for up to 31% of eCommerce revenue, while customised, dynamic landing pages perform an average of 25.2% better than organic web pages on mobile devices. The boost in relevance, therefore, directly impacts your bottom line. Adjusting your content to resonate on an individual level will influence the actions taken by your audience.
Types of Dynamic Content to Try
Plenty of dynamic content benefits justify its consideration in your marketing strategy. But if you need specific examples to begin testing, look no further.
Leverage data points like names, previously purchased products, browsing history, and subscriptions to customise product photos, email subjects, mailshots, social media images and more, with product recommendations that refresh the user’s memory. You may need to find alternatives sooner rather than later, given that Google is phasing out third-party cookies for advertising.
Use tools and software to create interactive content to make videos and images more engaging. Use clickable modules and hover effects to create immersive product launches, comparison charts, 360-degree visualisations, quizzes, and more. Whatever your end goal, be it to entertain, educate, or inform, use interactive videos and graphics to give customers control over their experience.
Adapt your assets to align with specific indicators like visitor location, weather, time of day, etc. Display their nearest brick-and-mortar store location, nearby events, weather or temperature information, and other time-relevant promotions. You can even install countdown timers for offers or promotions due to expiration to create a sense of urgency.
Leveraging AI for Smarter Dynamic Content
Trying to manage all this personalisation manually is a real headache. This is where you let Artificial Intelligence (AI) and machine learning do the heavy lifting for you.
These systems can sift through massive amounts of user data in real-time, spot patterns, and predict what a person is likely to want next, far better than a human ever could.
It’s the same tech that powers the recommendation engines on platforms like Netflix or Spotify. They analyse your viewing history to suggest something new you’ll probably like, and it works brilliantly.
For brands, this means you can move beyond simple, rule-based changes (like ‘if a user is in London, show them this’) to deliver genuinely individualised experiences that adapt on the fly. It’s a completely different level of engagement because the machine learns and gets smarter with every interaction.
Best Practices for Creating Dynamic Content
You may not see an immediate uptick in results after implementing new dynamic content across your marketing channels.
Begin by starting small and choosing one type of content to optimise and enhance, such as using a customer’s first name in an email, measuring the impact, and refining from there.
Statistically, emails that include the recipient’s first name have a 41% click-through rate and a 29% open rate, particularly if addressing a relevant interest of theirs.
Don’t try to do everything simultaneously; focus on quality over quantity. Well-designed dynamic content in one or two key areas will be more measurable and effective than making large-scale changes immediately. Prioritise the most crucial touchpoints and assess their potential for personalisation.
As with any long-term marketing strategy, maintain a consistent brand voice, style, and tone across all channels and content variations. The last thing you want is to create a disjointed, confusing, or contradictory experience for your audience in your content.
Analyse your changes and results to identify audience preferences. Continuously optimise and adjust your alterations precisely based on the metrics, data, and outcomes you see.
You have to know if your changes are actually moving the needle. The best approach is to run simple A/B tests, pitting your new content against a static version to see which performs better.
Keep a close eye on a few key performance indicators. Monitor your conversion rates, the click-through rates on your calls-to-action, how long people are staying on the page, and your bounce rate.
If you’re in eCommerce, tracking the average order value on pages with product recommendations will give you hard proof of the financial return.
Most importantly, don’t produce a carbon copy of what other notable brands have done as a means to make your content more dynamic. What has worked for certain brands may be less effective for you. Adopt your approach based on what is vital for your business and consumers.
