What is the Difference Between Dynamic Content and Remarketing?

How do dynamic content and dynamic remarketing affect the buying decision of your target consumer? Suppose business industries such as education, travel, hospitality, and real estate can use these strategies in their marketing campaign. Why not put it to work for the healthcare industry?

Let’s take a more in-depth look at these two valuable marketing components and see how they can be useful to your healthcare marketing strategies!

What is Dynamic Content?

Exploring and using dynamic content in your strategy will gain the interest of your target patients. Dynamic content is the adaptive content that changes based on your site visitors’ behaviors, preferences, and data. You can present dynamic content in the form of a video, text, or audio format. Email or landing page content may adapt based on the visitor’s footprint when they previously interacted with your website.

Let’s use YouTube as an example. These videos are based on your historical data from YouTube and some from other Google-owned apps or content you are most likely to engage with. When you watch Youtube videos, the next time you go back to the site, you can see the site recommendations that are aligned with your preferences.

Another way of utilizing dynamic content is when you visit an online shopping site. Later on, when you scroll over Facebook, you will see similar ads or products you viewed on the shopping site earlier that appear on your Feed. This strategy is more useful if you also own a B2B or eCommerce business in the healthcare sector because you get the chance to provide more relevant offers of your medical products and equipment to your retail consumers.

Google aims to deliver customer-centric content to delight site visitors which, in turn, can result in a positive consumer experience. Dynamic content is, therefore, an important part of creating your buyer’s journey. So, if your healthcare company doesn’t include dynamic content in your marketing strategy yet, it’s time to start.

If you still wonder how effective dynamic content is, Barilliance’s [Guide] Personalized Product Recommendations Tactics for Profits found out that “personalizing recommendations made them 2x as effective as non-personalized recommendations, and customers who click on recommendations have a 70% higher purchase rate.”

Factors That Affect How Dynamic Content Adapts

In-session behavior

The content is adaptive based on the user clicks links, products they view, add to their cart, and the time spent on the website they visited.

User data

The content is based on the user’s past purchases and their past engagements with the brand. You can look at your Google Analytics and social media analytics to find your engagement metrics. If you want a more detailed report of your metrics on social media platforms where you promote your products and services, try Metricool to get an in-depth analysis of the engagement and other social media activities happening within your brand. The visibility of the metrics that this app provides will enable you to adjust your campaign based on its performance.

User demographics

The content is adaptive based on various demographics such as:

• Geo-location
• Age group
• Gender
• Educational background

We also discussed more tips on determining your target audience by using these demographics so you can implement effective use of dynamic content. Learn more here!

What is Dynamic Remarketing?

Though some people may mistakenly think of dynamic content as remarketing as well because of their connection at some point, the latter is the method that allows you to show your ads to people who have previously visited your site or opened your emails. It is a smart strategy created by Google to enable businesses, including healthcare companies, to break many technological barriers by strategizing their content across various channels, apps, or devices that your prospect customer uses.

Now, it’s time for you to learn how to create dynamic remarketing campaigns! Follow these step-by-step instructions from Google. If you prefer someone to set it up for you, contact us so we can get started.

The Benefits of Using a Dynamic Content and Remarketing

Now that you understand the difference between the two, let’s talk about why utilizing both is a must-have in your healthcare marketing strategy!

Engagement

Every buyer’s journey starts with engagement. People interested in buying your product are not only visiting your site mainly because of the product, but they are expecting discounts, freebies, or special offers. Creating a simple and easy way for people to access your business is the key to a positive customer experience.

Retention

For example, if you are offering medical products or equipment, you may encounter an abandoned cart on your website. If you think it’s the end of the interaction, no, it’s not! Thanks to dynamic remarketing, it allows you to show ads to your prospective buyers even after they close your website. Since they have already started accessing your sales funnel, it would be easy for you to provide further recommendations of the products they were previously interested in. Dynamic content now works to recapture or retain your lost visitors because they can go back exactly to where they left off.

Personalized experience

Providing a customer-centric experience truly matters. Delivering relevant content shows that your brand cares more than selling. It builds trust that can eventually turn into increased ROI.

Increased conversions

The more relevant the offer to the target audience, the greater traffic a site achieves. Engagement and a positive and personalized experience lead to increased conversions.

Cost-effective

Every healthcare company that wants to invest in an effective marketing strategy considers the budget they will spend for a specific campaign. The cost of ads depends mainly on your budget. One of the goals of using remarketing is to deliver your dynamic content to your potential buyers, which are people who have already shown interest in your offers. You can save money on your ads because the content is specifically tailored to your site visitors’ needs and interests.

While many marketing strategies focus on CTR or click-through rate, dynamic remarketing is optimized for ROI. CTRs are important metrics and beneficial for many businesses but optimizing your content for a higher ROI is more impactful, isn’t it? That said, the results of your marketing campaign still speak for a successful and effective strategy.

Healthcare companies must adapt their marketing strategies to the ever-changing digital world. Healthcare marketing strategies should be ongoing to ensure that your brand stays on top of the competition. And because learning the turnarounds of a successful campaign and implementing those strategies don’t happen overnight, you need a professional who doesn’t only understand the constant changes in marketing but also knows how to position your brand in the healthcare industry. That’s where we come in! We write, we implement, and we deliver results! The team of WriteRN consists of nurse professionals and marketing experts, and we are ready to help you if you need reliable people to take your dynamic remarketing to the next level!