Dynamic content consists of web content that is generated in response to a user’s behaviors, interests and preferences. The goal of dynamic content is to provide a more personalized viewing experience. The term dynamic content, also commonly called smart content or adaptive content, refers to the aspects of a website or email body that have the ability to adapt to the user in real time through continuously updated information. Marketers leverage dynamic content as a content marketing technique to deliver relevant, personalized information to a user at the right time in the right way. This allows brands to engage with consumers in a more personalized way and increases the likelihood of getting an audience to follow the intended call to action.
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