6 Expert Tactics You Can’t Ignore

It could sound bizarre, however I can’t consider AI media planning with out pondering of the 1999 Robin Williams film Bicentennial Man. OK, positive, I can’t consider artificial intelligence (AI) typically with out it coming to thoughts, however I can clarify.

The film follows the “life” of Andrew, a robotic bought to do family chores, solely to understand he can do much more and desires to develop into human.

Clearly, that is excessive. I don’t suppose ChatGPT might be going earlier than Congress to ask for human rights like Andrew anytime quickly.

However with AI a subject of day by day dialog, this imaginative marketer can’t assist however marvel about all the chances it holds, professionally and personally.

Final yr, Pew Research found 55% of Individuals use AI not less than as soon as a day.

IBM found that 42% of enterprises additionally use AI as soon as a day, and a further 40% are exploring the best way to 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 consider synthetic intelligence may help enhance their productiveness — and AI media planning is not 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 according to HubSpot research, 90% of entrepreneurs say AI and automation assist them spend much less time on handbook duties, extra time on the elements of their job they take pleasure in most (80%), and extra time on the artistic 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.

Quicker Optimization

AI algorithms adapt based mostly on the knowledge they’ve. For instance, in case you enter or grant entry to your media marketing campaign efficiency information, the AI software 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, in case you’re paying a freelancer by the hour to copy-edit your adverts, utilizing an AI software like Grammarly may help reduce or get rid of the necessity for these hours.

When working with a restricted finances or lean group (like a lot of my previous shoppers), these small financial savings could make an enormous distinction.

Elevated ROI

This possible goes with out clarification, however while you spend much less, you mechanically enhance your return on investment. 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.

Knowledge High quality

Knowledge high quality is essentially the most important concern with any use of AI. Synthetic intelligence sometimes 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.

Figuring out this, you possibly can’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 risk of plagiarism.

AI-created content material is inherently by-product — based mostly on issues that exist already. So, there’s at all times the chance that your outcomes could also be just like what’s already on the market and even these delivered to a different consumer.

Think about operating a Fb Advert with the identical headline or picture as your competitor … not one of the 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 comprises society’s biases and prejudices…For instance, a picture generator requested to create a picture of a CEO may produce photographs 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 undoubtedly not stuff you need in your artistic. 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 provide worthwhile outcomes, and AI is currently unregulated.

Meaning there isn’t a assure your shared info gained’t be handed on to others — possibly even your opponents.

Easy methods to Use AI for Media Planning

So, now that you already know the professionals and cons, what are some sensible and highly effective methods you should utilize AI for media planning?

Finest AI Media Planning Techniques & Strategies

1. Repair spreadsheet formulation (e.g., Budgets).

As a principal advertising and marketing supervisor on our Built-in Advertising Campaigns right here at HubSpot, my teammate Basha Coleman is not any stranger to media planning. A method she makes use of AI to enhance her workflow is with spreadsheets.

“I take advantage of AI to unravel 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 components works, I can get the answer from Chat GPT, then return and be taught the basics of why that resolution labored when I’ve time.”

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This little hack could be a big time saver for media planners working by way of finances spreadsheets or calculating efficiency stats.

Professional tip: Ajelix presents a bunch of AI and enterprise intelligence instruments that can assist you get extra out of your information and spreadsheets. If prompting ChatGPT just isn’t your robust go well with, this specialised suite might match the invoice, they usually have a free plan to get you began.

2. Full marketing campaign analysis.

AI may 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 software concerning the prime 10 media platforms in B2B and tweak my question till I get the inspiration I am in search of.”

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Working with an AI software as an alternative of a search engine to collect info could make it simpler to reply particular queries. There is no such thing as a have to click on by way of 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 may 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. Counsel 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 resolve that are price your money and time.

It’s at all times good to lean into information, and AI may help you analyze that information for quicker conclusions. Some might even make particular suggestions.

Add your spreadsheet to ChatGPT and provides it a shot. When you’re operating adverts by way of your HubSpot Portal, use ChatSpot.

Professional tip: When 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:

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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 information. Use the instruments to get strategies on focusing on and total technique as nicely.

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 might’ve advised you that even with out the report.)

As a content material marketer with a decade of expertise, I might by no means counsel merely copying and pasting the primary content material a software offers you, however you possibly can 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 software offers you and put aside time to form it into your ultimate product together with your model’s particular voice and persona.

Professional tip: HubSpot’s Free AI Content Generator may help you in these conditions.

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5. Create unique photographs for adverts.

Talking of advert artistic, AI may help media planners generate high-quality unique photographs and video in lower than a minute — simply from a textual content description.

A few of my favourite AI image generators embrace:

You should use these property in social media adverts, conventional print, and emails.

Professional tip: Alongside together with your immediate, give the software you utilize an instance of a picture or visible you want. The extra element you possibly can present the faster you’ll get the specified outcomes.

Many instruments, like Firefly, assist you to add “references,” however even when they don’t, you possibly can 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 technology, but it surely’s simply as impactful.

According to Deloitte Digital, manufacturers that cleared the path in personalization outperform people 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 answer their names. I don’t find out about you, however I like getting new music suggestions on Spotify based mostly on what I like.

AI may help you create a equally pleasant expertise together with your promoting and media by incorporating content material personalization.

What does this seem like for media planners? Tackle viewers members by identify or create adverts focused to particular pursuits, earlier exercise, location, and different private traits.

When you’re a HubSpot consumer, 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 already know about your target market and consider refined methods to include that into your media to make it extra related, precious, and efficient.

Professional tip: Be aware of information privateness. Whereas individuals love customized 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 information that’s public or shared with you instantly.

The perfect media planners are (em)powered by AI.

At this time, there may be a whole lot of chatter about jobs in danger on account of AI. Maybe the AI media planning suggestions we shared on this article additionally make you a bit nervous, however they don’t need to.

AI is a whiz at information processing, but it surely lacks your human expertise, emotion, and distinctive perspective. Relatively 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.