Conversion marketing: 6 success factors for dynamic contextual content


Increasing conversion across channels is a matter of making all touchpoints as effective and relevant as possible. Relevancy depends on the intent, goal or activity of the prospect and customer in each stage of his life cycle or buying journey. By definition, this means that personalized experiences increase conversions.

Personalization, among others through targeting, segmentation and, increasingly, targeting through behavioral profiling, is available for most channels now. The best-known  channel in that regard is probably email. However, websites and other interaction channels, offer many personalization possibilities when using the proper technologies.

Context and personalization

Context is king, and content depends on it. Context is a combination of the goals of the consumer, aligned with the business goals. Dynamic and personalized content, based on individual consumer data and/or behavioral triggers is rapidly gaining attention among marketers. The reason is obvious: personalization, when properly done, increases relevance, improves the customer experience and leads to better conversion.

US-based SundaySky recently released data that indicate conversion rates increase up to 30% by offering website visitors various online (product) videos, depending on their 'context'. What goes for online video and websites, goes for other forms of content and interaction channels as well.

Customer intent first and five other success factors

The question is what you need to be successful in personalized contextual content.  Below are six success factors I think are essential:

1) Integrated customer and interaction data, with real-time functionality.
2) A clear focus on the needs, intent and tasks of consumers.
3) The proper solution to monitor, analyze, profile and personalize.
4) Integrated possibilities to measure and optimize (conversion marketing is a chain of micro-conversions).
5) A clear content grid.
6) A triggered and scenario-based strategy that looks at the customer lifecycle and the buying journey with a highly personal focus.