{"id":797,"date":"2024-08-01T13:48:30","date_gmt":"2024-08-01T13:48:30","guid":{"rendered":"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/08\/01\/ai-media-planning-6-expert-tactics-you-cant-ignore\/"},"modified":"2024-08-01T13:48:30","modified_gmt":"2024-08-01T13:48:30","slug":"ai-media-planning-6-expert-tactics-you-cant-ignore","status":"publish","type":"post","link":"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/08\/01\/ai-media-planning-6-expert-tactics-you-cant-ignore\/","title":{"rendered":"AI Media Planning: 6 Expert Tactics You Can’t Ignore"},"content":{"rendered":"
\n \"marketer <\/a>\n<\/div>\n

It may sound weird, but I can\u2019t think of AI media planning<\/a> without thinking of the 1999 Robin Williams movie Bicentennial Man<\/em><\/a>. OK, fine, I can\u2019t think of artificial intelligence (AI)<\/a> in general without it coming to mind, but I can explain.<\/p>\n

It may sound weird, but I can\u2019t think of AI media planning<\/a> without thinking of the 1999 Robin Williams movie Bicentennial Man<\/em><\/a>. OK, fine, I can\u2019t think of artificial intelligence (AI)<\/a> in general without it coming to mind, but I can explain.<\/p>\n

\"Download<\/a><\/p>\n

The movie follows the \u201clife\u201d of Andrew, a robot purchased to do household chores, only to realize he can do far more and<\/em> wants to become human.<\/p>\n

Obviously, this is extreme. I don\u2019t think ChatGPT will be going before Congress to ask for human rights like Andrew anytime soon.<\/p>\n

But with AI a topic of daily conversation, this imaginative marketer can\u2019t help but wonder about all<\/em> the possibilities it holds, professionally and personally.<\/p>\n

Last year, Pew Research found<\/a> 55% of Americans use AI at least once a day.<\/p>\n

IBM found<\/a> that 42% of enterprises also use AI once a day, and an additional 40% are exploring how to incorporate it into their workflows. AI media planning is undoubtedly an area ripe with opportunity.<\/p>\n

Why Use AI for Media Planning<\/h2>\n

Well, why do we use AI for anything?<\/p>\n

A Forbes Advisor survey<\/a> reports that 64% of businesses believe artificial intelligence can help increase their productivity \u2014 and AI media planning is no exception.<\/p>\n

Using AI in media planning has many benefits, all of which lead to better overall productivity.<\/p>\n

\"chart<\/p>\n

Benefits of AI Media Planning<\/h3>\n

Increased Efficiency<\/h4>\n

Have you ever asked a chatbot a question? How long did it take to respond? In most cases, I\u2019m guessing less than a minute. AI can process requests, analyze data, and respond faster than any human.<\/p>\n

It\u2019s no surprise that according to HubSpot research<\/a>, 90% of marketers say AI and automation help them spend less time on manual tasks, more time on the parts of their job they enjoy most (80%), and more time on the creative aspects of their role (79%).<\/p>\n

For media planners, this can mean quicker market and campaign analysis \u2014 two things I\u2019ve found to be notoriously time-consuming.<\/p>\n

Faster Optimization<\/h4>\n

AI algorithms adapt based on the information they have. For example, if you input or grant access to your media campaign performance data, the AI tool should adjust its output to deliver optimal results with the click of a button.<\/p>\n

Lower Costs<\/h4>\n

Thanks to its increased efficiency, faster strategic optimization, and proficiency with smaller tasks, AI can minimize unnecessary expenses in your media planning budgets.<\/p>\n

For example, if you\u2019re paying a freelancer by the hour to copy-edit your ads, using an AI tool like Grammarly<\/a> can help cut or eliminate the need for those hours.<\/p>\n

When working with a limited budget or lean team (like many of my old clients), these small savings can make a big difference.<\/p>\n

Increased ROI<\/h4>\n

This likely goes without explanation, but when you spend less, you automatically increase your return on investment<\/a>. What business doesn\u2019t want that?<\/p>\n

Limitations of AI Media Planning<\/h3>\n

Now, let\u2019s look at the other end of things. As great as AI sounds for media planning, it still has drawbacks.<\/p>\n

Data Quality<\/h4>\n

Data quality is the most significant concern with any use of AI. Artificial intelligence typically runs off information fed from its users and the internet \u2014 and, let\u2019s be real, there\u2019s a lot<\/em> of bad content out there.<\/p>\n

Knowing this, you can\u2019t always know if the results you get from AI are sound or based on reliable sources. This can be dangerous when using AI for market or platform research in media planning.<\/p>\n

Plagiarism<\/h4>\n

Compiling information from many sources comes with the risk of plagiarism. <\/a><\/p>\n

AI-created content is inherently derivative \u2014 based on things that already exist. So, there\u2019s always the possibility that your results may be similar to what\u2019s already out there or even those delivered to another user.<\/p>\n

Imagine running a Facebook Ad with the same headline or image as your competitor \u2026 not the best look.<\/p>\n

Bias<\/h4>\n

As my teammate and senior marketing manager at HubSpot, Flori Needle, explains<\/a>, \u201cAI is biased because society is biased.\u201d<\/p>\n

\u201cSince society is biased, much of the data AI is trained on contains society\u2019s biases and prejudices\u2026For example, an image generator asked to create an image of a CEO might produce images of white males because of the historical bias in employment in the data it learned from.\u201d<\/p>\n

Unfortunately, this is something I uncovered first-hand<\/a>.<\/p>\n

\"screenshot<\/p>\n

And bias is so prevalent that even Google had to halt human depictions in its AI Gemini<\/a>.<\/p>\n

Stereotypes and bias are most definitely not things you want in your creative. So be wary.<\/p>\n

Privacy<\/h4>\n

As we mentioned earlier, AI learns from anything typed into it. While AI can genuinely help expedite your work, you must often share detailed information to produce worthwhile results, and AI is currently unregulated<\/a>.<\/p>\n

That means there is no guarantee your shared information won\u2019t be passed on to others \u2014 maybe even your competitors.<\/p>\n

How to Use AI for Media Planning<\/h2>\n

So, now that you know the pros and cons, what are some practical and powerful ways you can use AI for media planning?<\/p>\n

Best AI Media Planning Tactics & Methods<\/h3>\n

1. Fix spreadsheet formulas (e.g., Budgets).<\/h4>\n

As a principal marketing manager on our Integrated Marketing Campaigns here at HubSpot, my teammate Basha Coleman<\/a> is no stranger to media planning. One way she uses AI to improve her workflow is with spreadsheets.<\/p>\n

\u201cI use AI to solve small problems like fixing spreadsheet formulas that aren\u2019t working,\u201d she shared.<\/p>\n

\u201cRather than spending 30 minutes to an hour looking up and understanding how a spreadsheet formula works, I can get the solution from Chat GPT<\/a>, then go back and learn the fundamentals of why that solution worked when I have time.\u201d<\/p>\n

\"screenshot<\/p>\n

Source<\/a><\/p>\n

This little hack can be a huge time saver for media planners working through budget spreadsheets or calculating performance stats.<\/p>\n

Pro tip<\/strong>: Ajelix<\/a> offers a host of AI and business intelligence tools to help you get more out of your data and spreadsheets. If prompting ChatGPT is not your strong suit, this specialized suite may fit the bill, and they have a free plan to get you started.<\/p>\n

2. Complete campaign research.<\/h4>\n

AI can also be beneficial for distilling information during campaign research.<\/p>\n

Coleman continued, \u201cIf I want to find inspiration for an integrated campaign, I can ask a generative AI tool about the top 10 media platforms in B2B and tweak my query until I get the inspiration I’m looking for.\u201d<\/p>\n

\"screenshot<\/p>\n

Source<\/a><\/p>\n

Working with an AI tool instead of a search engine to gather information can make it easier to answer specific queries. There is no need to click through multiple pages to find what you\u2019re looking for; AI does that for you.<\/p>\n

Pro tip: <\/strong>Sharing details or performance results from your previous campaigns can help artificial intelligence tools generate more personalized and informed results. When working with these tools, create a spreadsheet with performance data and campaign overviews to upload.<\/p>\n

3. Suggest platforms and placement based on data.<\/h4>\n

Facebook, Instagram, Spotify, Retargeting, Google PPC. With so many ad or media placement options, it can be challenging to decide which are worth your time and money.<\/p>\n

It\u2019s always smart to lean into data, and AI can help you analyze that data for faster conclusions. Some may even make specific recommendations.<\/p>\n

Upload your spreadsheet to ChatGPT<\/a> and give it a shot. If you\u2019re running ads through your HubSpot Portal, use ChatSpot<\/a>.<\/p>\n

Pro tip:<\/strong> If you\u2019re not the strongest prompter, there are AI media planning tools built to handle these specific types of queries. Take ReBid\u2019s AI assistant<\/a>, for example:<\/p>\n

\"screenshot<\/p>\n

Source<\/a><\/p>\n

When asked for ad placement suggestions, the assistant tells you the type of device, ad, and even platforms to focus on based on the provided data. Use the tools to get suggestions on targeting and overall strategy as well.<\/p>\n

4. Get inspiration for copy.<\/h4>\n

Are you working on ad copy? Writing is one of the most popular use cases for AI, even though the content isn\u2019t complete enough to publish as-is 96% of the time<\/a>.<\/p>\n

(Confession: I could\u2019ve told you that even without the report.)<\/p>\n

As a content marketer with a decade of experience, I would never suggest simply copying and pasting the first content a tool gives you, but you can certainly use it to:<\/p>\n