The first pillar of every successful business lies in having a wide array of choices that your customers can choose from. This basis allows people to explore your roster and see what they desire. Wishes and purchases indeed have an unbreakable bond, but there are certain obstacles on the road to providing services to people. There are many – financial difficulties, uncertainty, unfamiliarity, a lack of “too good to be true” elements.

Any one of these difficulties can decrease the value of your dynamic content. So, how can one bypass them? By having efficient offer management, of course. An offer is a powerful tool while promoting products and services. It creates a sense of exclusivity, urgency, and excitement. Most marketers use their offers to boost the value of their content. Your move should be the opposite – using that content to strengthen your offers, and Adobe (News - Alert) Campaign can aid you. Let’s see how you can take your offers to the next level.

The importance of dynamic content

The notion of dynamic content relies heavily on the roster of products and services you have. Therefore, a customer might be able to find something that is specifically tailored to his needs. Before engaging in the provision of offers, your content remains just that – content. How does one make his content dynamic and what are the benefits of it?

To instill dynamic properties in your services, you must devote time to create rules and criteria. With Adobe Campaign, you can calibrate your content to be shown at any rate and in any way possible. Using the canvas at your disposal, you can scale and customize the offer-matching process to the customers’ needs. Therefore, a conclusion can be made – content only becomes dynamic when it’s included as an offer.

Dynamic properties heavily rely on the customer data you collect. By offering you the option of creating custom contact lists, Adobe Campaign gives you a passage into the process of rolling out offers. Dynamic content is therefore important for the following reasons:

•    It gets sent to the person who fits the criteria the most, thereby reducing the possibility of a wasted email or displayed offer

•    By being the first thing, your customers see upon interacting with you, you get the unique opportunity to display your brand precisely how you want it

•    You can use Adobe Campaign for both long-term commitments to a campaign, or rolling out a specific campaign during the holidays or any other period where people are willing to spend (Black Friday (News - Alert), Memorial Weekend, etc.)

How to make your content dynamic

The first step in this process is, of course, the creation of an offer catalog. On your Adobe Campaign canvas, you can either begin via customer profile or a custom-made list. Pay attention to the creation of eligibility rules. They will determine the participants of every catalog – the people that will receive your offer, either on the website itself or via email. A precisely created catalog will allow a minimal influx of serendipity when it comes to establishing an interaction at the right time.

Now, a challenge many marketers face is making the influence of dynamic content on offer management work. Here is what you should do to increase your chances of success:

•    Defining rules should on the top of your priority lists. You must make sure that recipients receive a message that is tailor-made to them – whether it is a banner or an email. Cross-reference the visitation data with the content that reigns supreme on your content list. That way, a hit will be established almost surely.

•    Use the preview option. Adobe Campaign gives you a very valuable navigation option, one that should be used between different dynamic content. By previewing your messages before sending them to the contacts, you will see how the message looks like for each one of your recipients. That way, you will be able to pinpoint any mistakes, inconsistencies or fallacies.

•    Always prioritize. Within the Adobe Campaign canvas, you can make use of the expression editor. With it, you can select the order of priority for the content that you wish to send. The most important content will reach the customers it is supposed to reach.

The state of your offers

By using Adobe Campaign as a tool to send dynamic content to your customers, your offers will flourish. As more and more get accepted and as conversions increase, you will be able to create a more versatile offer. With more purchases, you will have more and more analytics to work with. This includes many details, such as – recovery cart emails, special offers for loyal customers and even discount codes.

And remember, Adobe Target (News - Alert) and Adobe Campaign can be used together and utilize any form of media – text, images, gifs or anything else.

Author: SMRIDHI MALHOTRA

Having more than 8 years of writing experience, Smridhi Malhotra is a professional tech, health and travel blogger.  She loves to gather and share her profound knowledge about latest developments in technology.

Smridhi is a management graduate and visual graphics artist and is currently pursuing masters in behavioral psychology. Her hobbies are practicing mindfulness, counseling children and traveling (a special love for Africa).