Is your web site ready to jump the chasm from static content to dynamic delivery? Find out how to bridge the gap with insight from recent Aberdeen Group research detailing strategies and technologies that enable the delivery of dynamic online content. We will explore methods for delivering contextually relevant content to new and returning users as they navigate their way through your online environment. We will also look at examples of 1:1 personalization of online content. Participants will be encouraged to share their stories for delivering dynamic content and methods for improving content relevance through segmentation and unique profile building.

Content is more than just words on a page, it is the heart of the online customer experience. Content spans both IT and marketing groups, yet content creation, delivery and control are business process functions that influence revenue and belong in the hands of the Marketing department. According to two-thirds of companies surveyed by Aberdeen Group, content is owned and managed by their marketing teams. With the online channel quickly becoming the epicenter of the marketing universe, the success or failure of many marketing campaigns depends on the delivery and messaging of online content. Further, 62% of companies are delivering content to specific market segments and seeking ways to improve their effectiveness and delivery efforts. Contextually relevant content delivered in a dynamic fashion is a key differentiator for many companies leading their peers in online marketing efforts.

According to recent Aberdeen research, 47% of companies surveyed currently deliver static web content that rarely changes. Nearly one-third (32%) of respondents make continuous updates to their web sites by posting fresh content in chronological order. This leaves a balance of only 20% of companies that are currently executing on a truly dynamic content delivery model. Yet, dynamic content delivery is a strategy for 74% of Best-in-Class companies – which begs the question – how will they execute?

This roundtable discussion will demonstrate methods of dynamic content delivery that help companies to attain Best-in-Class status. Attendees will be encouraged to share their techniques and learn from Aberdeen’s Fact-Based research and their peers on methods for executing on dynamic content delivery models.