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The great content mind shift

Dynamic content is revolutionising customer engagement and retention

Content is already one of the most powerful selling tools for businesses.

But the way content can be delivered to customers is rapidly evolving. Dynamic content creates opportunities for instant interaction and is opening new doors for how businesses can connect with customers.

Just as Netflix revolutionized video rentals and Amazon modernized bookselling, dynamic content is helping marketers to transform interactions with customers. Businesses that wait too long to enter the digital game and hold on to old, less responsive models for content development will likely see the same slow decline in customer loyalty that Blockbusters and Borders faced as customers discovered better ways to get videos and books.

This Adobe report explores how dynamic content is revolutionising customer engagement and retention:

  • Marketers must respond to opportunity—delivering the right content in the right moment to engage with customers in positive ways. And dynamic content is what makes this agility possible
  • Companies are finding that they can take the burden off development teams and create dynamic content internally by using new tools and technology that allow them to advance existing content into new formats
  • More than half of senior marketers worldwide polled in a CMO Council survey said that using enriched or personalised content and digital interactions brings higher response and engagement rates
  • More than half of senior marketers worldwide polled in a CMO Council survey said that using enriched or personalized content and digital interactions brings higher response and engagement rates

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