Let's Talk Dynamic Content

“Content,” in the marketing sense, is usually the de-facto standard for judging how personalized something is. It’s certainly an effective indicator, but as you can tell from the other three pillars, personalization comprises much more.

Content is a visual representation of user, event, product, and service data come to life through merge tags, connected data feeds and APIs, and dynamic data relationships through tools, like Iterable Catalog.

Level of personalized content sophistication—a marketer’s ability to transform their data input into personalized output—typically falls somewhere within one of these three levels:

Level 1
Reactive personalization derived from user attributes and event data. It’s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.

Level 2
Proactive personalization combining user and event data with externally managed data. It’s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).

Level 3
Individualization formed from dynamic relationships between user attributes and detailed product data. It’s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.

Each level plays an important role in dynamic content creation. Strategically building message templates capable of leveraging the full compendium of customer data increases relevance and opens new doors for scale.

With dynamic content, it’s entirely possible to consistently connect multiple sources of data and consistently “wow” millions of customers with meaningful messages.

Modern Dynamic Content Calls to Action
* Maximize the value inside your stack-wide data. Even nuanced details about behaviors or actions captured by other tools provide valuable context for improving content alignment to each individual.
* Build for broad appeal while connecting with targeted content. Learn where in your workflows to deploy specific messages and dynamically populate them with individualized content that increases message impact.
* Align your levels of effort appropriately to ROI. Don’t waste valuable time and resources building highly dynamic message components if they aren’t impacting key performance metrics.

Dynamic Content Resources
Dynamic Content Deconstructed: 3 Building Blocks for Success
3 Techniques for Mastering the Art of Content Personalization
5 Cool Personalization Ideas You Haven’t Thought Of

Questions?
Do you have any questions about using dynamic content? Whether it's a question around best practices or more technical, let us know what's top of mind for you!