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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.
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.
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.
Hope that helps!
Best Always,
Karan Hari
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.
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.
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.
Hope that helps!
Best Always,
Karan Hari
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. 
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