A: The spread of dynamic web pages causes a paradigm shift for organisations at multiple levels.
Second, the more personalised and dynamic your site is, the more content you need to create and the more challenging it can get to keep the overview of the context in which your content will be displayed. If you're not set up as an organisation to create that amount of content and to manage it at scale, the whole effort can be pointless. You need to set up a content marketing strategy first.
Finally, you'll need the right solution that supports you in this endeavour, to allow your development teams to implement the best possible experience while enabling your authors to manage it at scale and with flexibility.
But all of these are necessary changes if you want your company to stay ahead and competitive. Think that there's no good reason why your web site should not be as interactive and personalised as a mobile app can be, therefore becoming a fully-fledged web app.