More and more businesses have started to implement dynamic content and geo-targeting into their marketing strategy, and for good reason. An increase in user retention, better user experience, and higher conversions are just some of the benefits of serving dynamic and geo-targeted content.
In this article, we’ll look at what dynamic content exactly is, how it’s different from static content, and how you can use it to skyrocket your marketing results.
What is Dynamic Content?
Dynamic content is web content that changes based on the user’s behavior, interests, and location. Website owners use dynamic content to serve their users content catered to their specific preferences.
So, what about geo-targeting? Geo-targeting is the practice of delivering visitors content based on their geolocation. This includes details about their location data, such as the country, state, or city they reside in.
Static Content VS Dynamic Content
Although dynamic content offers many benefits to marketers, so does static content.
What’s static content? Static content is web content that stays the same and doesn’t adapt to the preferences of a specific user. They are considered the bare bones of your website, usually served as basic HTML and don't need to be generated or modified.
Dynamic content, on the other hand, is served using server-side scripts rather than stored in a database as HTML.
Static Content
- Stored as static HTML files
- Doesn’t adapt to different behaviors and interests
- Provides the basic structure and functionality for the website
- Is not personalized for the user and instead gives a general look of the website
- Doesn’t take long to create
Dynamic Content
- Generated as server-side scripts
- Adapts to different behaviors and interests of the user
- Used to enhance the user experience of the website
- Serves personalized content according to the user
- Takes longer to create and may require prior market research
Summary of differences between static and dynamic content
4 Ways to Use Dynamic Content and Geo-Targeting to Boost Your Marketing Strategy
Now that we have a good understanding of what dynamic content is, let’s explore how you can incorporate it into your marketing strategy for higher conversions and improved engagement.
1. Creating Personalized Popups
Popups have been used by marketers for a long time to drive effective results from their marketing campaigns be that in the form of text, call to action buttons, email subscription or video screen recordings. Popups are used pretty extensively from website owners which either have products, or services to sell, trying to increase their engagement and conversions.
To further enhance a user’s experience by making use of dynamic content, you can target users at a specific stage of the customer journey. This leads to higher conversion rates and email leads as customers are more likely to engage with personalized popups.
There are different types of popups you can serve on your site, such as:
- Exit-intent popups - right before the user is about to leave the site, a popup appears to retain them and convert them to a lead
- Location-specific popups - engage the user directly by showing them a popup offer based on their location
- Special deals popups - incentivize the user experience by reminding them of limited-time offers while online shopping or browsing
Some of the best fashion brands regularly use popups of different variations to keep users engaged and increase sales.
2. Offering Personalized Product Offerings
A common way to offer products to your online customers is through showing location-specific product offerings. This can be done by offering discounts based on their location or free shipping deals.
The brand that does this best is Amazon. Amazon tends to recommend products based on a person’s shopping history and shows them shipping rates according to their country.
3. Promoting Local Events & Offers
Celebrating local events and offering special discounts to a person based on their location can boost engagement rates and conversions. You can display content based on the users' location using geo-targeting, which will help you promote local offers to your international customers. As a result you will experience an increase in engagement rates and increase conversions.
A good example of this is McDonald’s. McDonald’s offers unique deals based on local events and festivities such as independence day and sporting events.
4. Serving Targeted Ads
If you get access to a user’s geolocation data, you can serve them targeted ads by tailoring your ads according to their specific location or interests. Showing relevant ads to potential customers can boost conversion rates by engaging them better.
Most brands utilize customer data to show targeted ads either according to a user’s location or their recent search history using browser cookies. This is typically done by changing the layout, design, and copy of the ad to engage the user better and serve them ads directly related to them.
Conclusion
Dynamic content and geo-targeting have a range of benefits for marketers to upscale their marketing strategy. From serving personalized popups to displaying relevant ads, dynamic content can improve engagement, offer a personalized user experience, and increase conversions.
