We keep hearing about two big buzzwords around marketing departments: “personalization” and “dynamic content.” As a marketer, one must have been accused at times of using these terms correctly or misusing them all together based on customer base (marketers vs. IT vs. sales). However, these terms are more than just a buzz. These essential foundations are required to drive better communication and implement ground-breaking marketing strategies that have significance in a company’s growth.
Marketing Automation vs. Dynamic Content
Dynamic content in marketing is a feature that lets advertisers implement their strategy of personalization. It is not the only feature of this nature, but it is one of the most entertaining and robust. Dynamic content in marketing allows marketers to allocate marketing guidelines or instructions so that it can be adapted for each communication automatically.
Marketing automation is the practice of using technology to perform routine marketing activities intended to nurture sales leads, optimize advertising campaigns and content, and save time and money for marketers in practice. By automating all of these functions, administrators can deliver the right message more effectively at the correct time, to the right person.
All marketing automation systems enable the ability to develop, deliver, and evaluate customized email campaigns. The way email, landing page, and website material are created and optimized are where they differ. Here is how dynamic content and marketing automation can offer the right formula for success.
#1 Subject Line Personalization
Personalized subject line email generates six times the non-personalized conversion rates. And that’s always for a first name, the essential method of personalization. Just imagine the impact of dynamic content on your business.
How you consider dividing your database is up to you, which can vary according to your priorities. Would you want new sign-ups to engage better? Target new registrations? Want to get a particular product moving? You may be marketing your product based on audiences you know who would make a purchase.
#2 Interactive Text Paragraphs
The bread and butter of your dynamic content in marketing strategy would be your text paragraphs, with more space to play within a subject line. Most marketers concentrate on targeting demographics. Although, based on past tastes and experiences learned from previous research, your paragraphs are where you can still have some fun.
You can see certain users have an incredibly high click-through rate when diving into the reviews that don’t translate to sales. They could be the ones who would respond to a discount deal or free shipping. Please write down the segmented paragraphs and revise those many times to ensure they flow well.
#3 Leveraging Marketing Database
Smart and Dynamic content begins with data from a Customer Relationship Management (CRM) or marketing database. The archive is a directory for any contact with a lead or client that you have had. By making a purchase, when individuals first opt-in to your ads, the database may begin to store information about the product they have purchased or the things they have ordered.
Through form submissions, it may also store demographic or contact details they have. When a profile is built on someone in your database, you can use the data to make their experience more valuable.
#4 Generating Attractive & Personalized Offers
When used correctly, personalized offers to act as effective vehicles to drive consumers to click ‘buy’ on your product. Digital and design experts know that one of the most effective marketing technology strategies is providing limited-time offers or exclusive discounts.
Analyze the audiences to see who tends to pick up an invitation, most likely. Perhaps you will build interactive content that offers your VIP customers an incentive of 20 percent off and 10 percent discounts for anyone else. Perhaps to those who have recently left their shopping cart, you might give limited-time free shipping deals.
#5 Handling your Social Media Effectively
Although some discrete applications like Hootsuite and Buffer may be called marketing automation, almost all of these standalone apps’ scheduling features would be used on larger platforms. Marketing automation software also provides social analytics tools that allow you to analyze your audience’s views across social media and who shares and with whom they share your content.
Marketing automation techniques, which include social media management, can mainly function to help teams post from a single platform to all their social media accounts. This software also has scheduling functions where teams can schedule posts for weeks and months in advance, and teams can save up to 6 hours each week by scheduling posts.
Remember, you are gathering data whenever you interact with your audience. And if a client does not open an email, their lack of action can also be viewed as data, and you can make decisions about it. And if you have a non-practicing / not active audience, then find a different strategy for them, because what you’ve been doing is not working.
You can offer unique experiences when you have powerful insights for your target audience. That’s the main reason behind dynamic content in marketing and marketing automation being the best duo that performs exceptionally.