Reactive content : Right message, Right person, Right time

Magic! Most of us believe it is fantasy, some of us want to believe it and some of us are mere skeptics. A few decades ago, we came across something magnificent called the internet. Oh! What a fantastic creation! 30 years on, this brilliant and dynamic invention gets better by the minute. After so many years of www, the idea that a website or a message can not only recognize visitor, but also discern their interests and alter the experience accordingly, seems nothing short of magic.

Data driven personalization has become common, though not entirely pervasive, in the marketing space. Dynamic content is generated for you at the time you request the page. The document you view exists only for you at that moment; if viewed by someone else at the same time, or by you at a slightly different time, you could get something different. Smart content creates a better experience for your leads and customers. When you are integrating smart content of any sort into your marketing strategy, start with the question of how it will improve potential customers’ time on your site or with your emails.

Basically, dynamic/reactive/smart content is a term for the aspect of a website, web ad or email that changes based on the interaction and past behaviour of your customer. This does not just involve demographic and contact information, the system records every open/click, saves preferences and documents any other activity by the customer. This helps map content to the stages of a prospect’s or customer’s interaction cycle. This can be endorsed with a series of gradually evolving mails in a lead nurturing campaign ensuring a highly customized and relevant experience. This Data fuels the technology that assigns the right content to the right person at the right time.

So how exactly does dynamic content work? Firstly it zeroes down the demographics and targets customers based on location. Secondly, it checks the past behaviour of the customer and customizes the pitch accordingly. Thirdly, it checks the purchase history of the customer and narrows down the choices according to psychographics and preferences.

Although integrating this type of content into your brand management strategy may take more effort, it is highly customizable and can lead to retaining clients and greater customer loyalty in the long run. It’s worth researching to see if this strategy can work for you.

Jun, 19, 2013

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