Dynamic creatives are creative content that changes based on information about the viewer. That means you can tailor your ads to people's preferences, different products, demographics, and personalized attributes. It enables you as a marketer to give the consumers relevant content, and we all know how relevancy can affect conversion rates.
In other words, if you are involved in digital marketing, you should master the art of dynamic creatives. Here is how:
How brands use dynamic creatives
Dynamic creatives can be used in many ways, so I encourage you to put on your creative hat and think of something a little outside the box. Dynamic creatives are most commonly used for:
After a consumer has looked at a product or service without making a purchase, it might be appropriate to give them a friendly reminder of what they showed interest in on a website they frequently visit. With dynamic creatives you could tailor the messages that is pushed based on the customer's online journey. Note that I used the term “friendly reminder.” No one wants to feel stocked by a dress or a hotel.
- Creating a good customer experience
Many online stores personalize their content based on what the consumer has purchased or shown interest in before. Some even send out special offers, all with the goal of creating a better user experience.
- Tailor content to time of day
People enter different moods during the day. Busy office workers are for example unlikely to start purchasing things for personal use during office hours. They might, however, purchase office supplies. That’s why it’s important to tailor the content based on time of day.
- Creating social engagement
Social engagement is ideal for expanding the reach and awareness of your content. To create social engagement, you must be able to change your ad content based on social happenings, current news or changes in weather. Some travel agencies customize their content to fit local weather so that they can show ads of sunny beaches on rainy days.Read also: 5 TIPS ON HOW TO CREATE SOCIAL ENGAGEMENT
Why your brand should use dynamic creatives
I have already mentioned how crucial relevancy is for conversion rates, but allow me to elaborate. The internet is currently packed with content, and both consumers and brands upload millions of pictures, texts, and videos every day. That means the question is no longer about being present on the internet, but how to get noticed by the consumers in a relevant and valuable way.
Although investing in dynamic creatives might feel expensive, you will be able to focus your efforts and get higher conversion rates.
How to get started
Firstly, you have to get an overview of your needs and the available options on the market. You will have to acquire a software so you can update and change your content in real-time. That is after all what will make your creative content dynamic.
After you have gained a good understanding of your needs, it’s time to choose between platforms.
As this technology is relatively new on the market, you will not have a sea of options, which will make it easier for you to make a decision.
Read also: 6 DIGITAL ADVERTISING TRENDS THAT WILL CHANGE YOUR CAMPAIGN WORKFLOW
Just make sure the software includes the following features:
- Either drag and drop creatives for the designer or templates based systems more developed for the marketer in a brand safe environment.
- Option to increase or reduce available flexibility
- Scheduling functions
- Event tracker to be able to track changes in creative content
- Option to make content changes in real-time
- Support in the output from the solution to adapt to all possible DSPs and Ad Servers
Last, but not least, make sure all of these features are gathered in the same software platform. This is the key to efficiency.
This is just a brief introduction to dynamic creatives, so I encourage you to download the e-book we made, which will give you in-depth knowledge on the subject.