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Content types Variations

Static content & layouts • Same content for everyone• Layout must be crafted for each device

and channelResponsive Web Design (RWD) • Same content for everyone

• Layouts suit the device being used• Print, apps or anything non-web is not

handledAdaptive content • Content contains variations that allow it

to be delivered differently for different scenarios

• Can be fed into RWD layouts• Print, apps and other materials can

leverage the same source of content storage

Dynamic Contextual Personalisation • Content is manipulated to suit the user context, optimising for both consumers’ goals and the device

Source: Content Marketing Institute 2014

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72% of all internet users are active on SM

89% aged between 18-29 use it72% aged between 30-49 use it60% aged between 50-60 use it43% aged 65+ use it

71% of users access SM from a mobile device

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