It could sound bizarre, however I can’t consider AI media planning with out pondering of the 1999 Robin Williams film Bicentennial Man. OK, advantageous, I can’t consider synthetic intelligence (AI) on the whole with out it coming to thoughts, however I can clarify.
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The film follows the “life” of Andrew, a robotic bought to do family chores, solely to appreciate he can do much more and desires to grow to be human.
Clearly, that is excessive. I don’t suppose ChatGPT will likely be going earlier than Congress to ask for human rights like Andrew anytime quickly.
However with AI a subject of every day dialog, this imaginative marketer can’t assist however marvel about all the probabilities it holds, professionally and personally.
Final yr, Pew Analysis discovered 55% of People use AI not less than as soon as a day.
IBM discovered that 42% of enterprises additionally use AI as soon as a day, and an extra 40% are exploring incorporate it into their workflows. AI media planning is undoubtedly an space ripe with alternative.
Why Use AI for Media Planning
Properly, why can we use AI for something?
A Forbes Advisor survey stories that 64% of companies imagine synthetic intelligence can assist improve their productiveness — and AI media planning isn’t any exception.
Utilizing AI in media planning has many advantages, all of which result in higher total productiveness.
Advantages of AI Media Planning
Elevated Effectivity
Have you ever ever requested a chatbot a query? How lengthy did it take to reply? Generally, I’m guessing lower than a minute. AI can course of requests, analyze knowledge, and reply quicker than any human.
It’s no shock that in line with HubSpot analysis, 90% of entrepreneurs say AI and automation assist them spend much less time on guide duties, extra time on the components of their job they take pleasure in most (80%), and extra time on the inventive facets of their position (79%).
For media planners, this will imply faster market and marketing campaign evaluation — two issues I’ve discovered to be notoriously time-consuming.
Sooner Optimization
AI algorithms adapt based mostly on the data they’ve. For instance, when you enter or grant entry to your media marketing campaign efficiency knowledge, the AI device ought to regulate its output to ship optimum outcomes with the clicking of a button.
Decrease Prices
Due to its elevated effectivity, quicker strategic optimization, and proficiency with smaller duties, AI can decrease pointless bills in your media planning budgets.
For instance, when you’re paying a freelancer by the hour to copy-edit your advertisements, utilizing an AI device like Grammarly can assist reduce or get rid of the necessity for these hours.
When working with a restricted price range or lean staff (like lots of my outdated shoppers), these small financial savings could make an enormous distinction.
Elevated ROI
This possible goes with out clarification, however whenever you spend much less, you robotically improve your return on funding. What enterprise doesn’t need that?
Limitations of AI Media Planning
Now, let’s have a look at the opposite finish of issues. As nice as AI sounds for media planning, it nonetheless has drawbacks.
Information High quality
Information high quality is essentially the most vital concern with any use of AI. Synthetic intelligence usually runs off info fed from its customers and the web — and, let’s be actual, there’s rather a lot of unhealthy content material on the market.
Understanding this, you may’t all the time know if the outcomes you get from AI are sound or based mostly on dependable sources. This may be harmful when utilizing AI for market or platform analysis in media planning.
Plagiarism
Compiling info from many sources comes with the danger of plagiarism.
AI-created content material is inherently spinoff — based mostly on issues that exist already. So, there’s all the time the likelihood that your outcomes could also be much like what’s already on the market and even these delivered to a different person.
Think about operating a Fb Advert with the identical headline or picture as your competitor … not the very best look.
Bias
As my teammate and senior advertising and marketing supervisor at HubSpot, Flori Needle, explains, “AI is biased as a result of society is biased.”
“Since society is biased, a lot of the information AI is educated on accommodates society’s biases and prejudices…For instance, a picture generator requested to create a picture of a CEO may produce pictures of white males due to the historic bias in employment within the knowledge it realized from.”
Sadly, that is one thing I uncovered first-hand.
And bias is so prevalent that even Google needed to halt human depictions in its AI Gemini.
Stereotypes and bias are most undoubtedly not belongings you need in your inventive. So be cautious.
Privateness
As we talked about earlier, AI learns from something typed into it. Whereas AI can genuinely assist expedite your work, it’s essential to typically share detailed info to supply worthwhile outcomes, and AI is at the moment unregulated.
Meaning there isn’t a assure your shared info gained’t be handed on to others — possibly even your opponents.
How you can Use AI for Media Planning
So, now that you understand the professionals and cons, what are some sensible and highly effective methods you should utilize AI for media planning?
Greatest AI Media Planning Techniques & Strategies
1. Repair spreadsheet formulation (e.g., Budgets).
As a principal advertising and marketing supervisor on our Built-in Advertising and marketing Campaigns right here at HubSpot, my teammate Basha Coleman isn’t any stranger to media planning. A method she makes use of AI to enhance her workflow is with spreadsheets.
“I exploit AI to resolve small issues like fixing spreadsheet formulation that aren’t working,” she shared.
“Slightly than spending half-hour to an hour wanting up and understanding how a spreadsheet system works, I can get the answer from Chat GPT, then return and study the basics of why that resolution labored when I’ve time.”
This little hack generally is a large time saver for media planners working by price range spreadsheets or calculating efficiency stats.
Professional tip: Ajelix provides a bunch of AI and enterprise intelligence instruments that will help you get extra out of your knowledge and spreadsheets. If prompting ChatGPT is just not your sturdy go well with, this specialised suite could match the invoice, and so they have a free plan to get you began.
2. Full marketing campaign analysis.
AI will also be helpful for distilling info throughout marketing campaign analysis.
Coleman continued, “If I wish to discover inspiration for an built-in marketing campaign, I can ask a generative AI device in regards to the prime 10 media platforms in B2B and tweak my question till I get the inspiration I am in search of.”
Working with an AI device as a substitute of a search engine to assemble info could make it simpler to reply particular queries. There isn’t a must click on by a number of pages to seek out what you’re in search of; AI does that for you.
Professional tip: Sharing particulars or efficiency outcomes out of your earlier campaigns can assist synthetic intelligence instruments generate extra personalised and knowledgeable outcomes. When working with these instruments, create a spreadsheet with efficiency knowledge and marketing campaign overviews to add.
3. Recommend platforms and placement based mostly on knowledge.
Fb, Instagram, Spotify, Retargeting, Google PPC. With so many advert or media placement choices, it may be difficult to determine that are value your money and time.
It’s all the time good to lean into knowledge, and AI can assist you analyze that knowledge for quicker conclusions. Some could even make particular suggestions.
Add your spreadsheet to ChatGPT and provides it a shot. In the event you’re operating advertisements by your HubSpot Portal, use ChatSpot.
Professional tip: In the event you’re not the strongest prompter, there are AI media planning instruments constructed to deal with these particular sorts of queries. Take ReBid’s AI assistant, for instance:
When requested for advert placement strategies, the assistant tells you the kind of machine, advert, and even platforms to deal with based mostly on the supplied knowledge. Use the instruments to get strategies on concentrating on and total technique as properly.
4. Get inspiration for copy.
Are you engaged on advert copy? Writing is without doubt one of the hottest use instances for AI, regardless that the content material isn’t full sufficient to publish as-is 96% of the time.
(Confession: I may’ve informed you that even with out the report.)
As a content material marketer with a decade of expertise, I’d by no means recommend merely copying and pasting the primary content material a device provides you, however you may definitely use it to:
- Get tough drafts for social media captions
- Brainstorm headlines for advertisements
- Draft outreach emails
Use these outcomes as a jumping-off level. Take what the device provides you and put aside time to form it into your last product along with your model’s particular voice and character.
Professional tip: HubSpot’s Free AI Content material Generator can assist you in these conditions.
5. Create unique pictures for advertisements.
Talking of advert inventive, AI can assist media planners generate high-quality unique pictures and video in lower than a minute — simply from a textual content description.
A few of my favourite AI picture turbines embody:
You should use these belongings in social media advertisements, conventional print, and emails.
Professional tip: Alongside along with your immediate, give the device you utilize an instance of a picture or visible you want. The extra element you may present the faster you’re going to get the specified outcomes.
Many instruments, like Firefly, will let you add “references,” however even when they don’t, you may possible share hyperlinks to be analyzed.
6. Personalize your content material.
Now, the AI we’re speaking about right here is extra about algorithms and automation than era, nevertheless it’s simply as impactful.
Based on Deloitte Digital, manufacturers that cleared the path in personalization outperform those who don’t by not less than 20% in conversion charges, buyer engagement, and common order worth.
And who’s shocked? Individuals are wired to reply to their names. I don’t find out about you, however I really like getting new music suggestions on Spotify based mostly on what I like.
AI can assist you create a equally pleasant expertise along with your promoting and media by incorporating content material personalization.
What does this seem like for media planners? Tackle viewers members by title or create advertisements focused to particular pursuits, earlier exercise, location, and different private traits.
In the event you’re a HubSpot person, you should utilize the platform’s personalization tokens so as to add info from the CRM to your web site pages, touchdown pages, and advertising and marketing emails.
The purpose is to take what you understand about your target market and consider refined methods to include that into your media to make it extra related, invaluable, and efficient.
Professional tip: Be conscious of knowledge privateness. Whereas individuals love personalised experiences, in addition they don’t wish to freak out, questioning the way you realized their favourite midnight snack is Oreos and peanut butter.
Personalization is a fragile stability between considerate and creepy. Solely make use of knowledge that’s public or shared with you straight.
The most effective media planners are (em)powered by AI.
In the present day, there may be quite a lot of chatter about jobs in danger as a consequence of AI. Maybe the AI media planning suggestions we shared on this article additionally make you a bit nervous, however they don’t must.
AI is a whiz at knowledge processing, nevertheless it lacks your human expertise, emotion, and distinctive perspective. Slightly than resisting or being cautious of AI in media planning, embrace it.
Take these six suggestions and see how you should utilize AI to your benefit to expedite your workflow and total be a simpler media planner.
