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How 'smart' is your content? An adaptive database is the key.

So how ‘smart’ is your content? Also referred to as "dynamic" or "adaptive" content, smart content refers to aspects of your website, ads or email marketing that change based on the interests or past behavior of the viewer. So why is this so important? For starters, Jupiter Research found that emails that were ‘relevant’ to the needs and interests of the recipient drove 18x more revenue than generalised, broadcast emails. It’s about delivering the right content to the right person at the right time. But how?

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Topics: Inbound Marketing

How personalisation can increase your sales

Buyer behavior has changed. According to a study by Statistic Brain, web users are having a tough time concentrating on tasks. They found that the average human attention span had decreased from 12 seconds to just 8 seconds between 2000 and 2013. Having a website with a nice clean design and great content just isn’t enough any more — brands now need to make an instant connection with their audiences to keep them on the page. So the solution is ‘personalisation’ and this is one of the ‘5 Trends That Will Drive Marketing in 2015’.

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Topics: Marketing

20 essential marketing trends that will drive 2015

The last few years has seen a substantial transformation of the digital marketing landscape and with it the challenge for businesses to create an effective online brand experience. So just what’s in store for digital marketers in 2015?

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Topics: Marketing