Marketing isn’t always that clever.
How often do you immediately close pop ups before you’ve even read what they’ve got to say? How many times do you receive an email that has nothing to do with your interests whatsoever?
This is because more often than not you’re being served up the same content as everyone else.
But you’re not the same as everyone else.
If you’re a loyal customer of a brand for the past 10 years then you don’t need to be pitched with marketing offers when you land on their home page. Whereas If a new visitor landed on their site for the first time it might be more appropriate.
The point is that effective marketing is about appreciating everyone’s unique customer journeys and trying to make their entire experience as personalised as possible. One of the most effective ways to do this is through the use of smart content.
So throughout this article I’m going to take a look at what exactly smart content is and how you can be using it to your advantage.