Inspiration to marketers: Customizing dynamic content

Consumers are getting smarter about the Web experience, and they want to get more information from the site. Consumers do not want to have to dig themselves into the information they want, and they want it to be in the center of their eyes. They want a strong, personalized http://www.aliyun.com/zixun/aggregation/12338.html "> website experience.

More and more companies are developing "smart" websites-customizing the personalized experience based on the user's browsing record on the site. Instead of being a static, universal site, these sites are very clear that each visitor has a unique need and motivation to cater to these personalized needs in a dynamic fashion.

In the last column, "Creating Smart ads-saving time and effort saving costs", we explored how to create the most relevant real-time banner ads for specific goals. Today, we will explore how to personalize and customize your website.

What is custom dynamic content?

Typical Web sites are typically standard architectures, consisting of content pages that have a certain level of hierarchy. When a user clicks on a specific link, she logs on to the page. When a user returns to the site, she always sees the same home page. However, the so-called dynamic site, will be based on different users and change. Contrary to static HTML pages, dynamic Web pages are assembled in real time.

One of the simplest forms of customized dynamic content is that when a user leaves the site and returns to the site, she sees a unique version of the site's home page. Typically, this unique version of the home page is created based on observed or defined user preferences. Take the choice of language as an example: if you choose the English version for your first visit to a website, the site will default to the English version of your content. Another common example of customizing dynamic content is geography. According to your IP address, the travel site's default home page and related travel packages are related to the site.

Amazon is a typical example of a "smart" website. The site will look at the user's book reading interest and purchase records, and then recommend some books that the user might be interested in, based on other user records for reading and buying the same type of books. Apple's itunes "Genius" tool also uses a similar observation-recommendation technique.

In essence, any site simply through the analysis of visitors to the site's browsing habits, and then intuitively adjust the content of the site to meet the needs of the user, then the site has adopted some form of customized dynamic content.

How does it work?

In general, the use of cookies can provide customized dynamic content. The site will put the code that can store information, that is, cookies into the user's computer. The background rules engine tells the Web server when it should be launched, based on the browsing history of the users stored in the cookie.

The page template and the content of the Web page are stored separately in the database so that the content displayed within the template can be replaced or adjusted in real time.

Your website development company should be able to build a regular engine or content customization platform. Alternatively, you can purchase and deploy a ready-made content management platform that can provide customized dynamic Web sites.

Marketers need to define a variety of potential customer base, and then determine what dynamic content and functionality to provide to meet these customer needs. The classification of customers will help define the actual business rules that determine when and where to show which unique content, or which templates and content combinations.

What are the benefits of this content?

The benefits of customizing dynamic content are similar to the benefits of smart ads mentioned in the last column-saving time and effort to save costs.

Most notably, the increase in customer relevance has significantly increased user responsiveness and understanding. So, as long as you add some extra upfront investment to the dynamic customization platform, you'll get very quick rewards for attracting and retaining customers.

Another notable advantage is the reduced workload and costs associated with content modification or other supplemental requirements. A decentralized content element or feature can easily be added to a database for content combinations, without adding a new page or adding navigation elements to the home page.

(Original: August 1, 2011, compiled: Zeng Cui)