Why Adaptive Content is key to all marketers’ dream?
Ariel Fuchs
Real Estate Broker Buying agent for investors ?? looking to buy or sell in UK we make your property investments easier, faster and more profitable | Industry-leading technology and resources
Website visitors who see content based on what the business already knows about them convert three to 10 times more than non-personalized content viewers. Those are the kinds of numbers of which all marketers dream.
Adaptive content hasn’t reached the point of wide adoption yet, but smart marketing professionals know how important it is to get ahead of trends.
Whether or not you’ve heard the term, you’ve probably seen adaptive content at work. By its very nature, adaptive content can be hard for an individual to spot, but chances are, it worked. In a lot of ways, the best practices for adaptive content look a lot like the best practices already accepted in content marketing, but more so. The most important elements in adaptive content strategy won’t sound too surprising to successful content marketers: Developing content personas, understanding the buyer journey, figuring out the “why” behind implementing personalized content before diving into the “what” and “how”. Getting those main elements into place quickly makes clear why adaptive content is useful.
Being able to get inside the head of your target audiences and speak directly to what they want and need to know is pretty much the Holy Grail in our industry.
The good news about adaptive content is that we observed that companies have, or could easily set up a strategy to gather, a massive amount of information that could be tapped to build a proactive relationship with their target. Remember the Pareto Principle (The 80/20 Rule): you get much more with a much lower effort working on your existing data base.
Extensive use of adaptive content means embracing a new and different work process but it also means the content is stronger because it connects more deeply with viewers and provides more useful analytics for measuring success.
Every brand embracing adaptive content will find beneficial to their business.
During the years we developed some powerful tools to ease the marketer’s task to implement Ad Personam Web pages that adapt upon the user’s persona. If you want to know more and get a taste of how it works we will be happy to set up demo campaigns and share results.