Dynamic Content News & Articles

Gone are the days when a bunch of guys in suits piled into a conference room to listen to a business presentation on budgets or advertising metrics. Thanks to mobile technology, that conference room is a computer screen or a mobile device that allows us to be anywhere, everywhere and nowhere at the same time.

Okay, so we are already approaching the middle of April and most companies have already decided where they are going to invest and what programs they are going to drop over the course of this year

This probably means that a new survey from the Aberdeen Group (news, site) showing that 42% of those companies surveyed were going to increase Web Content Management budgets this year will probably have little or no effect on decisions that your company has already made – it being April and one third of the way into the year.

However, the survey entitled Maximize Business Results Online: How Web Content Management Technology is Transforming Digital Marketing  does have some interesting figures that might make companies think twice.

At the Web Content 2008 conference today, John Lovett of Jupiterresearch was a knowledgeable and personable presenter in a tough time slot, and I have to say I was suffering from information overload at the end of the day. Nevertheless, I got some good tidbits.

As a B2B marketer working with smaller companies, I didn’t think his topic, “Adding Dynamite to Dynamic Web Content,” was relevant for me. So, it was good to hear him acknowledge that dynamic content is tougher to implement in business-to-business situations.

He did say that implementing dynamic content, which he defined as “Content changes on a web page in response to different contexts or conditions,” doesn’t have to be a monumental project; you can start small with something as simple as image galleries. So, that was optimistic.

The big issue, of course, for companies implementing dynamic content is generating the content. The vertical that most obviously uses dynamic content is the media: generating content is their business after all. Also, travel, financial services and retail.

One example was Hotels.com who has moved from expert evaluations of hotels to user-generated content, which users find more valuable anyway. And, of course, user-generated content is a great way to overcome the issue of limited resources.