Responsive Content and The Bottomless Website

A new era of “responsive content” is allowing the content of websites to adapt to different audiences and contexts to more effectively target each visitor. 

  • May. 13 2014

One of the persistent challenges in marketing is addressing multiple audiences and contexts with the same content.

Static Marketing

Media targeting has historically been used to increase the effectiveness of “push” marketing, but static marketing — like a corporate website — has suffered under its inability to target different audiences and contexts with the ideal content to engage visitors and prompt them to take action.

Unlike radio or TV, where an advertiser can choose when and in what context to push their marketing to the consumer, websites can be visited at any time, and therefore have to serve a variety of audiences with the same context.

Responsive Design

Much like responsive design allows websites to visually adapt to their context (their browsing container), a new era of “responsive content” is allowing the content of websites to adapt to different audiences and contexts to more effectively target each visitor. 

In this ebook learn about:

  • The historical problem of content and attempts to solve it.
  • The proposed solution — a comprehensive strategy for responsive content to allow a website to adapt to its audience.
  • EPiServer — a web content management system and marketing platform — and details its ability to manage and target responsive content.

Single Website Challenges

A single website is a crude way to market to a varied visitor base. With unlimited combinations of audiences and contexts, a single website only provides the ability to cater to the lowest, most common needs of all visitors.

Visitor Demographics

By segregating visitors by audience demographic and current context, site elements can be:

  1. Displayed
  2. Hidden
  3. Modified

In this way, a single website becomes theoretically “bottomless,” enabling the advanced marketer to retrieve unlimited combinations of content, each designed specifically to address the current visitor.

In the process, the website becomes agile and fluid — constantly adapting, changing, and shifting to ensure maximum effectiveness for each specific visitor.

New Audience Identification

Identifying new audiences or opportunities doesn’t involve new campaigns or microsites. Rather, it simply involves identifying and isolating new Visitor Groups and adjusting the site’s content in a matter of hours or days, rather than involving development teams and the associated time and expense.

The resulting competitive advantage is undeniable. Each visitor to your website receives a personalized experience based on their current needs which is specifically designed to prompt the desired action, whether it be making a purchase, completing a lead generation form, or visiting a promoted link.

Download our ebook to learn more about responsive content.