It might sound bizarre, however I can’t consider AI media planning with out considering of the 1999 Robin Williams film Bicentennial Man. OK, advantageous, I can’t consider synthetic intelligence (AI) normally 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 develop into human.
Clearly, that is excessive. I don’t assume ChatGPT will probably 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 chances it holds, professionally and personally.
Final yr, Pew Analysis discovered 55% of Individuals use AI at the least as soon as a day.
IBM discovered 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
Nicely, why can we use AI for something?
A Forbes Advisor survey reviews that 64% of companies imagine synthetic intelligence can assist 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? Normally, 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 components of their job they take pleasure in most (80%), and extra time on the artistic facets of their function (79%).
For media planners, this may imply faster market and marketing campaign evaluation — two issues I’ve discovered to be notoriously time-consuming.
Quicker Optimization
AI algorithms adapt primarily based on the knowledge they’ve. For instance, in case you 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
Because of its elevated effectivity, quicker strategic optimization, and proficiency with smaller duties, AI can decrease 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 instrument like Grammarly can assist minimize or get rid of the necessity for these hours.
When working with a restricted finances or lean workforce (like lots of my outdated purchasers), these small financial savings could make a giant distinction.
Elevated ROI
This possible goes with out clarification, however while 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 important concern with any use of AI. Synthetic intelligence sometimes runs off data fed from its customers and the web — and, let’s be actual, there’s rather a lot of unhealthy content material on the market.
Realizing this, you’ll be able to’t all the time know if the outcomes you get from AI are sound or primarily based on dependable sources. This may be harmful when utilizing AI for market or platform analysis in media planning.
Plagiarism
Compiling data from many sources comes with the chance of plagiarism.
AI-created content material is inherently by-product — primarily based 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 consumer.
Think about working a Fb Advert with the identical headline or picture as your competitor … not the most effective 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 accommodates society’s biases and prejudices…For instance, a picture generator requested to create a picture of a CEO may produce photos 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 have to typically share detailed data to provide worthwhile outcomes, and AI is presently unregulated.
Which means there isn’t any assure your shared data gained’t be handed on to others — possibly even your rivals.
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 take advantage of AI to unravel small issues like fixing spreadsheet formulation that aren’t working,” she shared.
“Fairly than spending half-hour to an hour trying up and understanding how a spreadsheet method 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 gives a number of AI and enterprise intelligence instruments that will help you get extra out of your information and spreadsheets. If prompting ChatGPT shouldn’t be your robust swimsuit, this specialised suite could match the invoice, they usually have a free plan to get you began.
2. Full marketing campaign analysis.
AI will also be helpful for distilling data 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 concerning 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 assemble data could make it simpler to reply particular queries. There isn’t a have to click on by a number of pages to search out what you’re searching for; 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 information and marketing campaign overviews to add.
3. Recommend platforms and placement primarily based 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 all the time sensible to lean into information, and AI can assist you analyze that information for quicker conclusions. Some could even make particular suggestions.
Add your spreadsheet to ChatGPT and provides it a shot. If you happen to’re working adverts by your HubSpot Portal, use ChatSpot.
Professional tip: If you happen to’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 options, the assistant tells you the kind of gadget, advert, and even platforms to concentrate on primarily based on the supplied information. Use the instruments to get options 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 might’ve instructed 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 instrument offers you, however you’ll be able to definitely 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 together with your model’s particular voice and persona.
Professional tip: HubSpot’s Free AI Content material Generator can assist you in these conditions.
5. Create authentic photos for adverts.
Talking of advert artistic, AI can assist media planners generate high-quality authentic photos and video in lower than a minute — simply from a textual content description.
A few of my favourite AI picture mills embrace:
You should utilize these property in social media adverts, conventional print, and emails.
Professional tip: Alongside together with your immediate, give the instrument you employ an instance of a picture or visible you want. The extra element you’ll be able to 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’ll be able to 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, nevertheless it’s simply as impactful.
In keeping with Deloitte Digital, manufacturers that prepared the ground in personalization outperform people who don’t by at the least 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 primarily based on what I like.
AI can assist you create a equally pleasant expertise together with your promoting and media by incorporating content material personalization.
What does this appear to be for media planners? Handle viewers members by identify or create adverts focused to particular pursuits, earlier exercise, location, and different private traits.
If you happen to’re a HubSpot consumer, you should utilize the platform’s personalization tokens so as to add data 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, worthwhile, and efficient.
Professional tip: Be aware of information privateness. Whereas folks love personalised experiences, additionally 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 information that’s public or shared with you immediately.
The very best media planners are (em)powered by AI.
Right now, there’s lots 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 need to.
AI is a whiz at information processing, nevertheless it lacks your human expertise, emotion, and distinctive perspective. Fairly than resisting or being cautious of AI in media planning, embrace it.
Take these six ideas and see how you should utilize AI to your benefit to expedite your workflow and total be a simpler media planner.
