In this blog we discuss how the marketing workload of Dynamics 365 supports the four Ps: Product, Price, Promotion and Place.
It is no secret that a Marketing Department can have many campaigns running in parallel throughout the year. The fundamental piece to these many campaigns being the email communications that are sent. Dynamics 365 Marketing allows for the creation of email templates, which makes running campaigns with the use of customer journeys less time consuming.
For those who are not aware, Dynamics 365 Marketing has allowed Marketing Departments to further speed up the creation of Email Templates utilising the image library, which has provided users with an image browser when building their email content.
On the Outbound Marketing Area, under the Marketing Content heading, users can click on Files and upload images into Dynamics.
Traditionally, in outbound marketing users select +New and upload their files (GIF, BMP, JPEG, and PNG) into the system by selecting add files, choosing their image, and assigning key words as shown below. In this example, a signature is being uploaded to the system.
Notice that under the image is + Add keywords.
Here, users can assign keywords that have already been created in the system or, depending on their permissions, they can add a New Keyword to identify the image more easily should they need it when building a new template.
In this example, two new keywords, “2021” and “Signature,” have been created by selecting +New Keyword, typing in the Name on the Quick Create Keyword form, and clicking Save and Close.
The two keywords are then visible as tags on the record and after clicking Add they can also be seen on the file upload page.
Users simply clicked Upload, with the image then being visible in the view as per below.
Now, here is where we get to the good part! The 2nd Wave release of 2021 saw the implementation of Real-time marketing, which introduced the ‘Real-time Marketing Asset Library’. This library allows users to upload files that are then automatically tagged by the app using AI.
Notice on the outbound marketing library there is an option to Copy assets to Real-time marketing. This is great, as users are not expected to upload manually and tag key words all over again in the Real-time marketing library. Simply click this button and copy files!
After navigating to the Real-time Marketing area, under Assets, both the Library and Templates can be found. Here users can access all their assets, including the files from Outbound Marketing that were successfully copied over.
Users can quicky upload a single or multiple media files (JPEG, GIF, and PNG), or even an entire folder, and these will be assigned tags automatically using AI. Microsoft provides a beach JPEG as an example, with AI Tags of beach, water, sky, and outdoor.
The beauty of this is that when the marketing manager decides to send out an email communication, they do not need to worry about remembering the name they provided for a file. If they wanted to use a summer scene, they could easily find an image containing the searched object; for example, they could search for beach or water.
So, how would this work in practice?
Sticking with the signature theme, imagine that a marketing manager needed to create an email and inform their team that their signature image was changing. When creating the email, in the design tab toolbox there is the option to add an image element. When clicking on this image tile, users are prompted to choose an image. However, rather than having to manually search, users are instead provided with suggested media based on the words that they used in the body of their email content.
However, there is also the opportunity to browse through the Asset Library should the Marketing Team want to have a bold image that captures the reader’s attention, but which is not related to the text at all. In short, the real difference in content management between Outbound and Real-time Marketing is AI and the speed at which this can allow for images to be found for email content.