Dynamic content, also known as smart content, is content that adapts to the interests or past behavior of the person viewing it. The goal of dynamic content is to create a more relevant and personalized experience than could be achieved through the use of static content.
Data and technology come together to make dynamic content possible – with your marketing database providing the individualized data on the content your contact has interacted with on your website, and your smart content generator sharing or hiding content based upon the information provided by your marketing database.
Learn: What Is A Content Offer?
A great and very practical way to use dynamic content is to eliminate repeat conversions. If a visitor has already downloaded a specific offer, establish a smart rule to remove that offer and replace with a different offer. This improves the user experience and increases the likelihood your contact will convert on a new offer.