It could sound bizarre, however I can’t consider AI media planning with out considering of the 1999 Robin Williams film Bicentennial Man. OK, effective, I can’t consider synthetic intelligence (AI) typically 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 way more and desires to change into human.
Clearly, that is excessive. I don’t assume ChatGPT shall be going earlier than Congress to ask for human rights like Andrew anytime quickly.
However with AI a subject of each day dialog, this imaginative marketer can’t assist however surprise about all the probabilities it holds, professionally and personally.
Final yr, Pew Analysis discovered 55% of People use AI at the very least 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 tips on how to incorporate it into their workflows. AI media planning is undoubtedly an space ripe with alternative.
Why Use AI for Media Planning
Effectively, why will we use AI for something?
A Forbes Advisor survey studies that 64% of companies imagine synthetic intelligence might help enhance 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? Typically, I’m guessing lower than a minute. AI can course of requests, analyze information, 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 elements of their job they take pleasure in most (80%), and extra time on the inventive points of their function (79%).
For media planners, this could imply faster market and marketing campaign evaluation — two issues I’ve discovered to be notoriously time-consuming.
Quicker Optimization
AI algorithms adapt based mostly on the knowledge they’ve. For instance, if you happen to enter or grant entry to your media marketing campaign efficiency information, the AI instrument ought to modify 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 reduce pointless bills in your media planning budgets.
For instance, if you happen to’re paying a freelancer by the hour to copy-edit your adverts, utilizing an AI instrument like Grammarly might help lower or eradicate the necessity for these hours.
When working with a restricted finances or lean group (like lots of my previous shoppers), these small financial savings could make an enormous distinction.
Elevated ROI
This seemingly goes with out clarification, however if you spend much less, you robotically enhance your return on funding. What enterprise doesn’t need that?
Limitations of AI Media Planning
Now, let’s take 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 dangerous content material on the market.
Figuring out this, you may’t at all times 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 chance of plagiarism.
AI-created content material is inherently spinoff — based mostly on issues that exist already. So, there’s at all times the chance that your outcomes could also be much like what’s already on the market and even these delivered to a different consumer.
Think about working 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 info AI is skilled on incorporates 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 information 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 positively not stuff 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, you could usually share detailed info to supply worthwhile outcomes, and AI is at present unregulated.
Meaning there isn’t any assure your shared info gained’t be handed on to others — perhaps even your rivals.
The best way to Use AI for Media Planning
So, now that you understand the professionals and cons, what are some sensible and highly effective methods you need to use AI for media planning?
Finest AI Media Planning Ways & 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.
“Relatively than spending half-hour to an hour trying up and understanding how a spreadsheet formulation works, I can get the answer from Chat GPT, then return and study the basics of why that answer labored when I’ve time.”
This little hack is usually a enormous time saver for media planners working by finances spreadsheets or calculating efficiency stats.
Professional tip: Ajelix affords a number of AI and enterprise intelligence instruments that can assist you get extra out of your information and spreadsheets. If prompting ChatGPT is just not your robust 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 may also be useful for distilling info throughout marketing campaign analysis.
Coleman continued, “If I need to discover inspiration for an built-in marketing campaign, I can ask a generative AI instrument in regards to the high 10 media platforms in B2B and tweak my question till I get the inspiration I am searching for.”
Working with an AI instrument as an alternative of a search engine to collect 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 searching for; AI does that for you.
Professional tip: Sharing particulars or efficiency outcomes out of your earlier campaigns might help synthetic intelligence instruments generate extra customized and knowledgeable outcomes. When working with these instruments, create a spreadsheet with efficiency information and marketing campaign overviews to add.
3. Recommend platforms and placement based mostly on information.
Fb, Instagram, Spotify, Retargeting, Google PPC. With so many advert or media placement choices, it may be difficult to determine that are price your money and time.
It’s at all times good to lean into information, and AI might help you analyze that information for quicker conclusions. Some could even make particular suggestions.
Add your spreadsheet to ChatGPT and provides it a shot. In case you’re working adverts by your HubSpot Portal, use ChatSpot.
Professional tip: In case 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 ideas, the assistant tells you the kind of gadget, advert, and even platforms to give attention to based mostly on the offered information. Use the instruments to get ideas on concentrating on and total technique as properly.
4. Get inspiration for copy.
Are you engaged on advert copy? Writing is among the hottest use instances for AI, although the content material isn’t full sufficient to publish as-is 96% of the time.
(Confession: I might’ve advised you that even with out the report.)
As a content material marketer with a decade of expertise, I’d by no means counsel merely copying and pasting the primary content material a instrument offers you, however you may actually use it to:
- Get tough drafts for social media captions
- Brainstorm headlines for adverts
- Draft outreach emails
Use these outcomes as a jumping-off level. Take what the instrument offers 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 might help you in these conditions.
5. Create authentic pictures for adverts.
Talking of advert inventive, AI might help media planners generate high-quality authentic pictures and video in lower than a minute — simply from a textual content description.
A few of my favourite AI picture turbines embrace:
You should use these property in social media adverts, conventional print, and emails.
Professional tip: Alongside along with your immediate, give the instrument 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, can help you add “references,” however even when they don’t, you may seemingly 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.
In response to Deloitte Digital, manufacturers that prepared the ground in personalization outperform those who don’t by at the very least 20% in conversion charges, buyer engagement, and common order worth.
And who’s stunned? Individuals are wired to answer their names. I don’t learn about you, however I like getting new music suggestions on Spotify based mostly on what I like.
AI might help you create a equally pleasant expertise along with your promoting and media by incorporating content material personalization.
What does this appear like for media planners? Deal with viewers members by title or create adverts focused to particular pursuits, earlier exercise, location, and different private traits.
In case you’re a HubSpot consumer, you need to use 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 delicate methods to include that into your media to make it extra related, worthwhile, and efficient.
Professional tip: Be conscious of knowledge privateness. Whereas individuals love customized experiences, in addition they don’t need 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 instantly.
The very best media planners are (em)powered by AI.
At present, there’s loads of chatter about jobs in danger as a result of AI. Maybe the AI media planning ideas we shared on this article additionally make you a bit nervous, however they don’t should.
AI is a whiz at information processing, nevertheless it lacks your human expertise, emotion, and distinctive perspective. Relatively than resisting or being cautious of AI in media planning, embrace it.
Take these six ideas and see how you need to use AI to your benefit to expedite your workflow and total be a simpler media planner.
