News in Microsoft Dynamics 365 Marketing – Wave 2 2022
The starting point for the changes introduced by Microsoft in Dynamics 365 Marketing is still the ongoing adaptation to the new normal. As Microsoft emphasizes, many companies have set the bar very high to satisfy and retain their customers. However, when it comes to achieving their goals, it turns out that it is not entirely possible with the tools they currently have at their disposal.
There will be even more possibilities
As part of Wave 2 2022, companies that have several brands in their portfolio and conduct marketing activities in different markets will experience significant improvements. It will be possible to customize and segregate resources not only based on location or customer preferences but also with consideration for the company’s different organizational structures. The main goal is to achieve a comprehensive but also highly personalized picture of the effectiveness of marketing actions, tailored to different market requirements.
Next year, large companies can also expect an increase in marketing contact limits by over 300%. Currently, the limit is 30 million, but in February, the new limit will be 100 million. It is worth noting that only records that we interact with through emails, text messages, or push notifications are counted as contacts. Similarly, the pool of interactions initiated by companies will also increase (from the current 100 million to 300 million next year). Of course, increasing limits means raising the maximum permissible number, not automatic expansion of packages. Therefore, if we decide to increase the limit of the allocation (which can be checked on the profile), it will be necessary to purchase additional packages.
Email messages at a higher level
Every marketer’s work involves constant content creation, the effectiveness of which often relies on a highly subjective assessment by the author or workgroup that already has some knowledge and attitude towards both the product and the brand. In March 2023, the AI-powered creative suggestions feature for email content creation will become publicly available in the United States, as announced earlier this year. According to Microsoft, the entire process will be similar to a brainstorming session, and AI ideas can be both the starting point and the final project, as it will closely resemble human-written text.
Although we will likely have to wait for the Polish language version (it will be available at an unspecified “later” date), the feature is certainly worth attention. It is based on the GPT-3 model, which recently caused controversy due to a California student’s experiment. He created texts using GPT-3 so natural that readers could not distinguish them from human-written ones. The model uses 175 billion diverse language usage parameters identified by 30 scientists.
We won’t have to wait for two small improvements in creating emails, which have been available since October this year:
The first one allows you to create and insert text links in the sent message, redirecting to websites, but also to registration for events in Microsoft Teams, surveys, file downloads, and directly to the calendar with the ability to add our event there.
The second one enables the generation and attachment of QR codes, through which recipients will reach personalized discount codes, events, or any dynamic links.
Regardless of the attractiveness of the content, one should know the measure in sending them. When someone subscribing to a newsletter or visiting a website belongs to several recipient groups at the same time, it is necessary to ensure that they are not overwhelmed with emails, push notifications, or messages. This new feature will allow us to set message limits received through each channel. They can be set on a daily, yearly, or monthly basis, so that we can adjust the schedule of shipments and also delay certain content that is particularly important to us. The panel will show the content that has been sent and those that are in the queue. The limits will not apply to messages related to transaction finalization.
It is worth noting that this feature was implemented thanks to the request of one of the users on the Microsoft Dynamics 365 Application Ideas forum.
From December of this year, we will also gain the ability to add custom communication channels in real-time. All we need to do is install and configure a new channel, such as our local SMS or email service provider, and Microsoft will take care of the rest. We will not only gain the ability to create personalized content in Dynamics 365 Marketing editors, but we will also optimize our new channel using delivery analytics and required legal consents.
Also noteworthy is the tool that will become publicly available in February 2023. We are talking about a drag-and-drop editor for creating intelligent data collection forms. As announced, it will be so clear and suggestive that it will guide us through the entire creation process. Without the help of programmers, we will not only build the entire form but also embed it in an existing website or publish it as a completely independent page.
It will also be easier to target ads to the right audience groups, thanks to the new Dynamics 365 Marketing segment creator. As Microsoft assures, it does not require specialized knowledge of complex data structures. Here, too, we will use a drag-and-drop work model, and during creation, we will be able to check the estimated number of records in the created segment.
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