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As more organizations are moving to the digital space, consumers expect businesses to know more about them and provide an online experience relevant to their ever-changing needs and demands. 

Did you know:

  • 52% of customers say they’d switch brands if they didn’t feel they were getting a personalized experience.1

  • 58% of customers are comfortable with their data being used transparently, but only 63% say companies are generally transparent about how their data is used.2

  • Use of AI has increased from 29% of Marketers reporting in 2018 to 84%.3

  • 54% of customers say they get annoyed if they are targeted with an ad for something they’ve already bought.4

How are companies achieving this?

Companies are envisioning their customers as they interact across different touchpoints through their buyers journey, applying real-time data and using the insights to bring the next best action interaction to their customers.  They’re managing dynamic content to improve the customer experience by emphasizing specific offers and messages, and pausing/suppressing irrelevant interactions/offers across different channels.

You may have heard the terms dynamic content, personalization and recommendations. Maybe even heard it used interchangeably.  

What’s the difference?

Let’s start with breaking down the differences between dynamic, personalization and recommended content in the digital space.

Dynamic content

Dynamic content can be any digital or online that changes from one individual to another based on the data, user behaviour, or preferences of the particular user. The data isn’t focused only on search or purchase history but includes all data captured through activity across different channels which provides more relevant insights on the consumer behaviour.   Dynamic content can be text-based, web banners, audio or video format. 

Commonly used dynamic content:

  • Emails 

  • Web banners

  • Text and display ads

  • Product or content recommendations

  • On-page popups

  • Forms 

  • Chatbots

Why do marketers use dynamic content?

The ultimate goal for an organization is to use dynamic content to provide their digital visitors with relevant content and increase the likelihood of engaging with your content and click through. Meaning you've gotten them one step closer to your desired outcome/action.   

Personalization vs Recommendation

There are two types of dynamic content often used interchangeably. They are not the same.

1. Personalization: Rule-based dynamic content where the marketer needs to define the rules or requirements that need to be satisfied before the specific content is displayed to the user. There is no artificial intelligence involved and requires an individual to control 100% of the rules. 

An example: 

Jane Smith is a loyal account holder with an online profile at ABC bank who is currently in the market to buy a new home, has a combined household income of $150K and a low-risk credit score. When she currently logs into her web banking account, a generic web banner displays. In her recent visit to ABC's website, she had clicked on the mortgage product page to learn more but didn't take action.

As a business, we know that she has shown interest in our product; She meets the bank's low-risk requirement and has proven stable and consistent household income. We want to move forward to promote target mortgage campaign banners when she revisits the website.

To do this, we need to write a rule that looks at the individual's web, profile, income and risk scores to identify Jane as an individual we'd like to target.

By writing a rule that looks at the individual's data

  • Active Account Holder: Yes

  • Credit Score: Low Risk

  • Household Income: Greater than or equal to $100K  

  • If the above rules are met, display Marketing Mortgage Campaign Banner on Online Profile

2. Recommendation:  Best known as algorithms using artificial intelligence (AI) that suggest relevant content to be displayed. Simply put, an AI Engine will decide for you what the user is going to see next. 

The benefit of recommendation engines is we live in a world where our customer’s behaviour can change.  Trends change.   Resulting in the need for our marketing strategy to be continuously evolving and marketers to continuously be optimizing their plans in real-time.

Though keep in mind, in most cases, you still can control the AI Engine if there are instances where you know for sure you don't want select content to display. Perhaps it's due to lack of inventory, or the product is not sold in a region.

An example: 

Jane Smith is an avid shopper at an eCommerce store. The company collects the behavioural and transactional data of past purchases or page views passed through to the AI Engine.  

The AI Engine will identify the list of recommended products most likely relevant to Jane and that Jane will also have a higher likelihood of purchasing over other products on their site.

Already using Salesforce?  Leverage Interaction Studio to grow your business with real-time interactions

Marketers can benefit from Interaction Studio:

  • Improve marketing campaign performance and increase conversion through personalized content, next best action and relevant content and offers.

  • Create onboarding or welcome journeys that are relevant to your customer’s experience

  • Increase retention by promoting timely renewals campaigns and relevant offers

  • Improve customer experience and build customer loyalty with your brand

  • Improve your customer lifetime value by sending out timely cross-sell and upsell campaigns to create stickiness with your customers

Learn more

Learn how you can leverage real-time customer insights and AI machine learning to optimize and provide a relevant user experience based on behavioural data.  Find out how with our Guide to Interaction Studio Web Personalization.

If you're a Salesforce user, Interaction Studio enables your organization to trigger dynamic and relevant messages, promotions, discounts or send your users on a specific journey based on their interactions with you. Connect with us today to learn more!


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