Silverpop, a digital marketing technology provider, today launched Smart Content, a new feature that allows Silverpop customers extend personalization to their external Web sites.
When an individual visits the Web site, Silverpop technology recognizes him and, in real time, displays the right message within the page.
Leveraging Silverpop's single identity technology, Smart Content connects the marketing database and the Web site, allowing for real-time, personal content to be written to the Web page as native HTML. The Smart Content becomes a fluid part of the entire page experience and fits seamlessly within its design. With Smart Content on the site marketers can make changes and launch new campaigns without reliance on IT. This can be as comprehensive as an entire section of content or as specific as a phrase or sentence. Smart Content works seamlessly with any CMS and is compatible with responsive and mobile-friendly design.
"Marketers are getting really good at dynamically delivering incredibly relevant messages via email, but too often a similar, personalized strategy is not followed when it comes to the corporate Web site," said Bryan Brown, vice president of product strategy at Silverpop, in a statement. "This not only results in a disconnected customer experience, but it could be leading to missed revenue opportunities. With Smart Content, marketers can leverage everything they know about a customer to create a personalized Web experience, thus continuing the nurturing process across another channel."
"A one-size-fits-all homepage is no longer enough," Brown continued. "Marketers have to be aware of buyer preferences and activities across every step of the customer lifecycle and then reflect this knowledge back to the individual at every touch point and via every channel where interactions are taking place. We are excited to offer marketers the ability to extend their lead nurture and lifecycle marketing programs to the Web, bringing personal experiences to their customers, resulting in deeper brand loyalty, and increased revenue."