Adaptive content
Kanika Bhatia
![Kanika Bhatia]()
Kanika Bhatia
Digital Content and Strategy | Personalisation | Digital Sales Experience | Digital Innovation
A stakeholder once asked me during one of my presentations what ‘adaptive content’ meant. I know the term is very subjective, yet explaining it in simple terms with common approaches is very important.
Strategists define adaptive content as something possessing artificial intelligence or relating to mobile devices. I define adaptive content as varying content that meets the needs of different individuals – plain and simple. A one-size-fits-all approach no longer works, and we must ensure users get a personalised experience digitally every time. To make your content adaptive, think about answering these five Ws:
- Who will read your content (businesses, homemakers, etc.)?
- What type of content will meet their needs (blog, images, news story, etc.)?
- When should the digital experience start to adapt for them (right from the first time or the first page they visit)?
- Where will they access the content from (laptops, mobiles, etc.)?
- Why do you want to adapt your content for them (conversion, retention, etc.)?
C/UX Behavioural Data Analysis & Digital Analytics | SEO/CRO | NLP/ML Enthusiast
9 å¹´"A one-size-fits-all approach no longer works"- definitely agree there. As entities globalise and different devices are used, this approach will only serve to alienate your potential audience if it's not tailored to where they are and what they're using