When a user interacts with a website, email, or other content, it will either remain static or become dynamic. In other words, the actions or interests of the user can affect the content that is presented by triggering personalized changes. This is referred to as dynamic content because it is evolving and becoming more interesting to the user as they progressively interact with it.
On the other side of this, we have static content, which remains the same regardless of the user’s actions. Learn more below about what is dynamic content and what isn’t, as well as when and where it might show up in your daily activities.
Dynamic content is influenced by the user, or more specifically, the user’s actions, interests, and internet history.
Your internet experience may be influenced by your personal characteristics, such as age, gender, or geographic location. It may also factor in user data, like past purchases or interactions with marketing campaigns. Finally, your content may be affected by your behavior on the site, namely which items you have put into your cart or saved for later, how long you spend on the site, or which pages of the site you visited.
Static content still has an important role in online information delivery. Some instances, such as press releases or generic group emails, need to maintain a focus on professionalism. They need to deliver a direct message.
Dynamic content is becoming increasingly important across the internet, thanks to its ability to point users toward information that is most relevant to them. It is also a great way to build brand loyalty or get people to share your content with their friends and family. Some examples include quizzes, surveys, case studies, and infographics.
There are also times when both static and dynamic content may be preferred. For example, if you are conducting a webinar, you may choose to keep the format simple and directly deliver the information without immediate feedback. This allows you to remain on track throughout the delivery, and provides viewers the option to watch even if they can’t be there live. On the other hand, you can also lead interactive webinars with class participation and discussion. Both can be effective teaching tools.
The factors mentioned above that influence your user content experience are often used for marketing purposes. With dynamic content marketing, your interactions with a company’s or competitor’s website may prompt them to show you items they believe you’ll be interested in. After recognizing what type of product you are looking for or what your shopping interests are, they may guide you to similar products or complementary accessories.
The general goal of marketing is to lead a potential customer to make a purchase. Dynamic content marketing is a tailored and effective way of achieving this.
Email marketing can also utilize dynamic content to encourage customers to make or complete a purchase. For example, you may receive an email after making a purchase that provides you with a limited-time discount offer. You may also receive an email reminding you that you left items in your cart and encouraging you to complete your purchase.
This content is automated, but contains personal relevance and encourages the user to return to the website and continue engaging with the company’s products.
When a user visits a website, it is important that they are immediately engaged. Otherwise, they will spend only seconds on the site before heading elsewhere. Personalized, relevant information helps capture their attention and draw them further in, where they’ll (hopefully) find what they were looking for and more.
Fortunately, like static content, dynamic content can also be delivered quickly. Your user can have a seamless transition into carefully and quickly curated content that ultimately sends them to the information you want to get in front of them.
Netflix is a great example of a dynamic website. They provide such a vast entertainment library that it would be impossible for one user to explore everything on their own without interactive and intuitive features.
Netflix uses data based on previous TV shows and movies a viewer has watched to create recommendations of items they might also enjoy. Netflix also features categories and search options to make it easier to narrow down options or find a specific program. Plus, they create and promote original content that can’t be found anywhere else.
This combination of dynamic elements improves user retention by maintaining interest and incorporating user-friendly interactions.
Understanding what is dynamic content is just the tip of the iceberg. Now it’s time to learn how to utilize it in your web content. Fortunately, there are tools created by experts to make it easy for you to add in dynamic elements where they will have the most impact.
Tiled provides you with the means of inserting interactive “tiles” and other features into your web content. You can easily improve your user engagement with personalized navigation options without learning how to code.
Request a demo today to start making dynamic improvements to your website.