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Difference between web personalization and dynamic content

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Nerea_Eguia1
Level 3

Difference between web personalization and dynamic content

Hello! 

I've come accross two concepts: web personalization and dynamic content. 

Which is the difference between both of them? Do they apply to different type of assets? 

I understand that for using both segmentation is essential, however, can the same segmentation rules apply to both of them? 

Thank you very much!

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Karan_Hari3
Marketo Employee

Re: Difference between web personalization and dynamic content

Hi Nerea Eguia ,

Its a great question. 

Web Personalization - This is the new name for the formerly know as Marketo Real Time Personlization (RTP). The web personalization would need to be purchased as an add on and is not included in the basic subscription. Web personalization is used to create personalized web campaigns like Dialog Web Campaign, In Zone Web Campaign and Widget Web Campaign. Important thing to understand is, the word segmentation is different when you are referencing it with Web personalization as supposed to the usual segmentation we use while working with dynamic content. In we personalization, when we say segmentation, what we are referring to is the Web Segments - Which is basically a group of "Web Visitors"  that we want to target depending upon their attributes like Geography, Persona, static list etc. Below are the various attributes you can use to create your web segment. You can read more about web segments  - Here.

pastedImage_2.png

Dynamic Content - When we are talking dynamic content, we are talking about dividing up your people into subgroups called "Segmentation" and then add dynamic content blocks into your landing page or email. This way, you are telling Marketo that you want a specific piece of content to be different depending on which segment a lead/person is viewing it! You can read more on understanding Dynamic Content here.

The main difference to be understood is when we are talking dynamic content, we are talking about the segmentation that is created in the Database area - as shown below.

pastedImage_9.png

Where as when we are talking about web personalization, we are talking about the web-segments that are accessed through the Web Personalization add on app - as shown below.

pastedImage_10.png 

Hope that helps!

Best Always,

Karan Hari

Karan Hari
Senior Product Manager - Marketo Engage

View solution in original post

9 REPLIES 9
Karan_Hari3
Marketo Employee

Re: Difference between web personalization and dynamic content

Hi Nerea Eguia ,

Its a great question. 

Web Personalization - This is the new name for the formerly know as Marketo Real Time Personlization (RTP). The web personalization would need to be purchased as an add on and is not included in the basic subscription. Web personalization is used to create personalized web campaigns like Dialog Web Campaign, In Zone Web Campaign and Widget Web Campaign. Important thing to understand is, the word segmentation is different when you are referencing it with Web personalization as supposed to the usual segmentation we use while working with dynamic content. In we personalization, when we say segmentation, what we are referring to is the Web Segments - Which is basically a group of "Web Visitors"  that we want to target depending upon their attributes like Geography, Persona, static list etc. Below are the various attributes you can use to create your web segment. You can read more about web segments  - Here.

pastedImage_2.png

Dynamic Content - When we are talking dynamic content, we are talking about dividing up your people into subgroups called "Segmentation" and then add dynamic content blocks into your landing page or email. This way, you are telling Marketo that you want a specific piece of content to be different depending on which segment a lead/person is viewing it! You can read more on understanding Dynamic Content here.

The main difference to be understood is when we are talking dynamic content, we are talking about the segmentation that is created in the Database area - as shown below.

pastedImage_9.png

Where as when we are talking about web personalization, we are talking about the web-segments that are accessed through the Web Personalization add on app - as shown below.

pastedImage_10.png 

Hope that helps!

Best Always,

Karan Hari

Karan Hari
Senior Product Manager - Marketo Engage

View solution in original post

Nerea_Eguia1
Level 3

Re: Difference between web personalization and dynamic content

Very valuable Karan! 

Thank you very much for your answer! 

Karan_Hari3
Marketo Employee

Re: Difference between web personalization and dynamic content

Most Welcome  !

If you think the above response resolved your query, request you to kindly mark it as correct  so that this question shows as answered in the community & aid in future searches.

Best Always,

Karan Hari

Karan Hari
Senior Product Manager - Marketo Engage
Sreekanth_Reddy
Marketo Employee

Re: Difference between web personalization and dynamic content

Great answer Karan Hari. Adding to your answer, I think one more important point is dynamic content is targeted for leads that are present in Marketo database and whereas Web personalization can also target anonymous visitors using Firmographic, Device, and Behaviour information.

So, one can personalize web content for first time visiting leads, which makes Web Personalization way more powerful. I personally love this ability of Web Personalization.

Karan_Hari3
Marketo Employee

Re: Difference between web personalization and dynamic content

Thanks  ! That sure is a valuable addition! Thanks for sharing!

Best Always,

Karan Hari

Karan Hari
Senior Product Manager - Marketo Engage
Nerea_Eguia1
Level 3

Re: Difference between web personalization and dynamic content

Thank you Sreekanth!!!! 

Sreekanth_Reddy
Marketo Employee

Re: Difference between web personalization and dynamic content

Most Welcome Nerea Eguia 

I am a Product Manager at Marketo and working on bringing AI capabilities to Marketo platform. I have connected to multiple customers and try to understand their current use cases and challenges. This will help us bring better and right functionalities to Marketo. If you are planning or already using web personalization or dynamic content, I am interested to know your use cases and challenges. If you are interested to connect please drop an email atsreekanth.reddy@adobe.com

Nerea_Eguia1
Level 3

Re: Difference between web personalization and dynamic content

Sure Sreekanth Reddy‌, we are defining our objectives while understanding the Web Personalization capabilities and it will be great to let you know about our use case and the challenges we will be finding along the way. 

Thank you very much!!

Becca_Davis
Level 1

Re: Difference between web personalization and dynamic content

Hello --

We've been having major issues with Dynamic Content over the last few months. Support has told us that there is an issue using Global Variables with Dynamic Content -- and that there isn't going to be a new release until early next year. Is this correct that Dynamic Content is not usable right now, or have we been given bad information?

Thanks!