The power of dynamic marketing is immense, and to some extent, it is something that is not being used much in the domestic market.
Dynamic marketing is essentially tailoring your advertising content to fit a specific set of criteria. And in doing so, display a wide range of targeted content to a user based on their browsing history, location, time of day and more. You can customise text content, images, click-through URLs and more, so that they change based on your chosen criteria.
Dynamic marketing costs more to set up and configure than standard marketing. But, if used correctly, the value returned will exceed the equivalent cost of creating several standard marketing campaigns.
There are several types of dynamic marketing tools that can be used. They can be used alone or together to create targeted ads and increase interactions with them.
Dynamic Marketing - Remarketing
I'm sure you are all familiar with the remarketing ads that exist in this moment. You know, those ads that seem to follow us as we browse the Internet. Remarketing is a type of dynamic advertising whereby, after a user browses a product or page on a website, ads related to that product or service are displayed after they navigate away from the site.
Remarketing is ideal for ensuring that your ads are shown to the people who are most likely to follow through with an interaction or purchase and can be a very powerful tool for reaching your customers.
Basic dynamic marketing
This is the most basic solution for advertisers who want to update the content of a banner on the fly. Let's say you have a standard banner with text, an image and a call to action.
Using a basic double-click dynamic feed configuration, our client can update this content on the fly. Changing the content of an online banner to suit a current campaign. The content can be managed by the client, eliminating time and cost. This time and cost is derived by the company running the campaign.
This allows you to set the visibility or order of the publication, set the size and position, the colours and even automatically hide the content on certain days of the week.
They are a great way for small businesses to get maximum value from a digital advertising campaign. You can update a set of banners endlessly and also visually update them to look like completely different banners.
advanced dynamic marketing
Basic dynamic campaigns can be updated by a client. But the same content will be shown in all ad views. Advanced dynamic marketing goes further. Because viewers of the same campaign can be shown completely different content based on a set of criteria. And it is best used in conjunction with the remarketing data described above.
Some criteria can be customised to tailor the content in an ad. For example, geo-targeting by multiple geographic locations (city, postcode, region) and scheduling of advertising with start and end dates.
Plan carefully and always look ahead. You can actually get a lot more out of your campaigns than you might think.