Dynamic Content

\dī-ˈna-mik\ \kən-ˈtent\

Dynamic content is personalized messaging that includes up-to-the minute content from APIs or in-house engines.

Definition

Dynamic content is constantly updated information that’s used to personalize customer messages and interactions. It takes personalization beyond using just static user attributes, like name or city, and uses APIs or your own proprietary systems to include timely and relevant content. This could be anything from weather, to movie times, to news headlines, inserted directly into your message.

To function effectively, dynamic content is dependent on a robust marketing technology and customer relationship management (CRM) system to capture and utilize relevant information connected through APIs. Users might see personalized recommendations from an in-house recommendation engine, stock price changes based on what they’re following, or special offers based on local weather.

“Carefully constructed dynamic content can make it seem, to a user, like all messaging was written just for them!”