User experience is the basis for most activities on the Internet today — and brands are constantly looking for ways to improve it.

For this reason, dynamic content is a great option, because it guarantees customized experiences that audiences love. 

This type of content — that is getting a lot of attention in the Digital Marketing community — is directly linked to capturing data regarding user navigation.

But we’re getting ahead of ourselves! 

In this post, we will detail the subject by going through the following topics:

What is Dynamic Content?

Dynamic content consists of a personalized web experience based on data. 

This way, content on websites, e-mails, and other destinations change according to a user’s activities. 

This format is becoming increasingly common and aims to provide a customized experience for the user.

The main proposal behind dynamic content is to give the ideal environment for people according to their behavior.

Therefore, every time someone visits a site, their activity in that environment is being monitored.

Interactions such as clicks, product page visits, likes, shares, and any other possible data points are tracked. 

The understanding is that this behavior will indicate a specific preference for certain products and content.

Next time the user visits a dynamic page, data will fully customize the environment, according to the last interaction. 

Likewise, the user will receive e-mails with personalized offers and with their name as the recipient. 

All this is possible because dynamic content is a data-driven strategy. 

In other words, the navigation data will be the base of the experience next time. Thus, the content will never be the same, constantly adapting to be as personalized as possible.

Most common dynamic content in websites

Dynamic content is not a new or rarely seen feature. 

The truth is that this type of mechanism is widespread all over the web. 

Many sites already have dynamic content, and the idea is to make themselves more attractive to those who access them.

E-commerce is an excellent example of the use of dynamic content. Have you noticed that many sites completely change every time you access them?

The changes are designed to give you more appropriate suggestions based on your latest activities. 

This is why you start seeing recurring advertising for a product you have recently searched for or viewed on an e-commerce site.

Dynamic content is also quite common on YouTube, basing the suggestions on the homepage according to the last videos you watched. 

This personalization will make the experience more interesting.

Some smaller blogs have even started dipping their toes into dynamic content, tossing in subtle shifts like auto-suggested articles whenever you hover or scroll. It’s sort of odd how quickly we’ve gotten used to this type of quick adaptation—sometimes you don’t even notice it until you visit a static site and feel like something’s missing. Personalization is everywhere, not just in the big names.

Then again, there are moments when this level of customization feels a bit overbearing. For example, when product suggestions chase you from site to site, it can leave you with the weird sense someone’s peeking over your shoulder. Finding the sweet spot between feeling understood and feeling watched? Most brands are still figuring that out in 2025.

How Does Dynamic Content Work?

Dynamic content uses a database as the source that the site maintains. 

There, the behavioral information of each user that visits and interacts with the pages is registered.

From this information base, it creates changing standards on the site. 

For example, the suggested products, the person’s location, the user’s name, and other details are adjusted according to who is seeing the page.

Dynamic Content vs Static Content

You are probably wondering if every website that does not change itself according to previous navigation interactions is static, right? 

Yes, it is exactly that.

With historical analysis, we can see that static content is much more common than dynamic content. 

The reason for this is primarily the effort involved in each model. Maintaining a site that is able to adapt its information dynamically is much more difficult. 

You have to set up the entire HTML structure of the page to change the data each time it is accessed. 

Naturally, this requires more effort and a dedicated team of experts.

A static content site doesn’t need all this extra work. Therefore, even fewer costs are involved in managing the page. 

That is why many companies choose the traditional content model.

The big issue is that, nowadays, user experience is one of the pillars of web content. 

Google has been ranking those sites that present an excellent navigation experience more highly. In other words, dynamic content has a greater chance to stand out on the Internet.

We cannot fail to consider that dynamic content is also much more interesting for the user. 

After all, a personalized experience involves, engages, and generates more return visits to a website.

Concerns about data capture

One of the points that deserve attention is data capture. 

Responsibility for companies that retain information about users has grown in recent years.

Adopting dynamic content depends directly on the ability to manage how that third-party personal data is used. 

In addition, there is also concern about the storage of this information. Any leaks could mean legal sanctions for companies.

Therefore, companies that cannot guarantee that they will keep the data properly protected cannot offer dynamic content. 

Data use requires complex operation and security parameters. Not complying with these can get a company into trouble.

When either dynamic or static content is the best option

It is difficult to say which of the two models is more suitable for a company.

Naturally, we tend to think that dynamic content will always be the best option.

However, it might not be a good move if your company is small and doesn’t have the necessary infrastructure. 

Recognizing the complexity of dynamic content is important to avoid mistakes.

With that being said, customized content is especially relevant for e-commerce. After all, offers tailored to your customer’s preferences can generate more engagement and conversions.

Now, if you have only a simple institutional site, dynamic content may not make sense. You could even use it, but for simpler issues, such as email contact personalization.

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