How do you use AI to create personalized and engaging publicity campaigns?

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Publicity campaigns are no longer one-size-fits-all. Today, you need to tailor your message, tone, and channel to your target audience and their preferences. But how do you do that without spending hours of research and testing? The answer is AI. AI can help you create personalized and engaging publicity campaigns that resonate with your customers and prospects. Here are some ways you can use AI to boost your publicity efforts.

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1 Analyze data and insights

AI can help you collect and analyze data from various sources, such as social media, web analytics, customer feedback, and industry trends. You can use AI tools to identify patterns, insights, and opportunities that can inform your publicity strategy. For example, you can use AI to segment your audience based on their demographics, behavior, interests, and needs. You can also use AI to monitor your competitors, influencers, and media outlets that can help you reach your goals.

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Chris Birt

Associated Brands (AB)
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Today Pilots and bots await your every utterance to generate copy. While such prose can make a bad writer sound intelligent to people, to a spyder (the robots that crawl for stories online) it sounds illiterate. To understand why, we need to look at what is called “evergreen content.” While the FAANGs are advertising vehicles they are also publishers. Their spyders constantly seek “hotspots” of activity—particularly “evergreen” or purely organic activities, conversations, and interactions between real people (not robots). In a world where everything useful and relevant can be written artificially, the only thing left is to get real, and that means surprising people.

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Sarah Batista

Estagiária de comunica??o| Mídia | Publicidade e propaganda| Comunica??o em ONG | Capta??o de recursos | Fotografia publicitaria| Comunica??o interna | Marketing Digital
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Muitas métricas de conteúdo s?o coletadas para um melhor planejamento do conteúdo. Elas podem te auxiliar para conhecer a cada dia mais o seu público e entender suas expectativas referentes ao seu produto.

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Jesús Arroyo

Managing Director / Director General en Limón Publicidad
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Es fundamental partir de un briefing previo con la información necesaria. No se trata sólo de sector, objetivos, target, fechas, etc. Además tenemos que "entrar en su negocio", saber su grado de madurez como marca, trabajo previo, con toda la información, podemos establecer un punto de partida para trabajar con IA, y consultar con los prompts correctos. De esta manera tendremos un briefing mucho más completo.

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Daniel Casal

M&A, corporate transactions, strategic alliances, board advisor. Former president IAA
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The ability of AI to analyze large-scale data and generate accurate insights has revolutionized the way brands connect with their audiences. The time savings spent on research and the different approaches that can give us asset analysis results, can allow us to take a very, very fine-grained approach. Reaching an almost perfect personalization!

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2 Generate and optimize content

AI can help you create and optimize content for your publicity campaigns. You can use AI tools to generate headlines, slogans, captions, and copy that are catchy, relevant, and persuasive. You can also use AI tools to optimize your content for SEO, readability, and sentiment. For example, you can use AI to find the best keywords, tags, and meta descriptions for your web pages and blog posts. You can also use AI to check your content for grammar, spelling, and tone errors.

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Christina Daves

Speaker & Trainer ★ PR Strategist ★ On-Air Lifestyle Expert ★ QVC Guest Host ★ Podcast Host ★ Author ★ I get you visible! ★ Ask me how.
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Yes! Use AI to help you with what you mentioned but not to write the pitch. I know every time I read a pitch if it's authentic or AI generated. That being said, it's great to help with hooks, keywords, tags, grammar and spelling and I recommend using it for this!

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Fabrício Carvalho

Embaixador Globo | Coordenador e professor da Pós em Promo na FACHA | Redator publicitário e Roteirista TV Globo | Especialista em Trailer de Cinema | Palestrante
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A I.A, de fato, é uma ferramenta muito útil. Leram bem? Ferramenta! A Inteligência artificial n?o substitui a inteligência humana, muito menos o talento humano. Podemos e devemos sim fazer uso da I.A para otimizar o processo de cria??o, para ajudar com insights e até para contribuir com a corre??o de erros gramaticais, mas o que torna uma ideia única é a sensibilidade humana. O segredo é encontrar a melhor maneira de usar uma I.A em prol da sua ideia e n?o ao contrário!

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Babi Profeta

| Video Creator |
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AI is crucial for crafting compelling and personalized advertising campaigns. Key strategies involve advanced audience segmentation, predictive analysis, dynamic content personalization, and chatbot integration for tailored support. Additionally, sentiment analysis, personalized recommendations, marketing automation, and continuous optimization through machine learning enhance campaign adaptation based on demographic and behavioral data. These approaches ensure more effective and relevant communication, allowing for ongoing adjustments based on real-time campaign performance.

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Jesús Arroyo

Managing Director / Director General en Limón Publicidad
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La IA es una herramienta más en nuestro trabajo, potente si, pero es un complemento, y hay que saber darle uso. De cara a un posible contenido (copy, conceptos, etc) debemos de comenzar con un borrador, y con esto podremos trabajar con diferentes prompts. También depende del uso del contenido, no es lo mismo un copy para una campa?a (copy, claim...), que un post para un blog con contenido estructurado para SEO.

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Daniel Casal

M&A, corporate transactions, strategic alliances, board advisor. Former president IAA
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Intelligence Artificial (AI) has revolutionized the way we create and optimize content for advertising campaigns. But not only that, AI can also be used to optimize content for SEO, readability, and sentiment. This means that we can use AI tools to find the best keywords, tags, and meta descriptions for our web pages and blog posts, helping to improve their visibility on search engines and attract more organic traffic. Perhaps at this stage, content creation and production of assets is the area where AI is having the most influence, and now with Sora, even more so.

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3 Personalize and automate outreach

AI can help you personalize and automate your outreach to your target media and influencers. You can use AI tools to find the best contacts, channels, and times to pitch your story. You can also use AI tools to customize your pitch based on the recipient's profile, preferences, and previous interactions. For example, you can use AI to craft personalized email subject lines, introductions, and follow-ups. You can also use AI to schedule and send your emails at the optimal time and frequency.

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Jesús Arroyo

Managing Director / Director General en Limón Publicidad
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Tenemos que ser precavidos con el uso excesivo de automatizaciones con IA. Si nuestro objetivo es impactar de manera masiva a un tipo de target (por ejemplo en Linkedin), estos mensajes pueden ser demasiado invasivos, o similares. Hay una cantidad considerable de empresas que están errando en este sentido, impactan mucho, pero con un % de calidad de lead muy bajo. Un primer contacto con una de estas herramientas puede estar bien, como un primer filtrado de cientos/miles de prospects, pero a partir de ahí, mi consejo es hacer un contacto directo con el lead.

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4 Engage and interact with your audience

AI can help you engage and interact with your audience on various platforms and formats. You can use AI tools to create and manage chatbots, voice assistants, and interactive videos that can answer questions, provide information, and generate leads. You can also use AI tools to create and distribute quizzes, polls, surveys, and games that can entertain, educate, and motivate your audience. For example, you can use AI to create a quiz that tests your audience's knowledge of your industry or product. You can also use AI to create a game that rewards your audience for sharing your content or referring your brand.

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5 Measure and improve performance

AI can help you measure and improve the performance of your publicity campaigns. You can use AI tools to track and analyze the results of your campaigns across different metrics, such as reach, engagement, conversions, and ROI. You can also use AI tools to test and optimize your campaigns based on the feedback and behavior of your audience. For example, you can use AI to run A/B tests on your content, headlines, images, and calls to action. You can also use AI to adjust your campaigns based on the changing trends and preferences of your audience.

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Fabrício Carvalho

Embaixador Globo | Coordenador e professor da Pós em Promo na FACHA | Redator publicitário e Roteirista TV Globo | Especialista em Trailer de Cinema | Palestrante
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A I.A é, de fato, extremamente útil para medir o resultado de trabalho. Ela contribui com análise do alcance, engajamento e repercuss?o de campanhas publicitárias, mas é importante saber ler esses dados para criar repostas criativas aos pontos de crise e, na mesma medida, aproveitar criativamente o que está indo bem. Na TV, fazemos análises constantes de dados para criamos as campanhas que promovem os programas. Isso faz parte do dia a dia de qualquer criativo.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Ashley Couto

Fractional CPO & Recruiter | Workplace Culture Change | No.1 ???? HR Creator | Corporate Trainer & Consultant | Keynote Speaker | Posts About Careers, Culture & Leadership | 5’0” With 6'2" Energy
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AI can also help you brainstorm the angle or hook for your campaign. If, for example, you give ChatGPT a thorough explanation of your business, your brand values, and your goals, it can generate a list of ideas for you, even acting as some of the top minds in PR, marketing, or advertising to help refine the campaign and bounce ideas off of.

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Fabrício Carvalho

Embaixador Globo | Coordenador e professor da Pós em Promo na FACHA | Redator publicitário e Roteirista TV Globo | Especialista em Trailer de Cinema | Palestrante
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Na quest?o 2 eu comentei sobre termos em mente que a I.A é uma ferramenta que n?o substitui a inteligência humana e nem o talento, e trago aqui alguns exemplos reais que minha equipe fez uso de I.A em prol da ideia: usamos I.A para recuperar imagens de TV deterioradas para usar em um comercial. Também usamos I.A para simular um áudio binaural em um trailer de série e usamos I.A para gerar imagens infantis de grandes gênios da humanidade para promover um programa de TV sobre crian?as super dotadas. Em todos os casos, primeiro veio a ideia humana, depois o debate sobre como executar e somente depois, encontramos a I.A como possibilidade de ajuda.

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Babi Profeta

| Video Creator |
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Consider using AI to generate custom imagery for your campaigns. AI algorithms can create visuals that align with your brand aesthetic and messaging. This approach ensures a consistent and on-brand visual identity across various advertising channels.

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How do you use AI to create personalized and engaging publicity campaigns?

1

2

3

4

5

6

1 Analyze data and insights

2 Generate and optimize content

3 Personalize and automate outreach

4 Engage and interact with your audience

5 Measure and improve performance

6 Here’s what else to consider

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