24 Jan ChatGPT: Useful Tool or the End of Digital Marketers?
Are robots taking over digital marketing? Will artificial intelligence (AI) handle all online sales and business-to-customer connections? Can virtual assistants field customer inquiries without a hiccup? With ChatGPT bursting onto the scene in late 2022, these questions (and more) are circulating among tech experts, marketers, and data analysts. Is ChatGPT the next big thing or just a flash in the pan?
According to this Smart Insights article, in their survey on marketing automation, just 13% of respondents were currently using AI and machine learning for marketing and 38% were planning to begin within 12 months.
Dave Chaffey, a 25-year veteran of online marketing, shares his predictions: “Having tested ChatGPT, I believe it will spark mainstream adoption of AI amongst marketers, since it will be used as a practical tool to support creative development to help marketers working on search, email and social media marketing.”
What is ChatGPT?
ChatGPT is an artificial intelligence virtual assistant that creates generative text using a language processing model, trained by OpenAI. Similar to chatbots on company websites or social media pages, ChatGPT creates human-like, conversational responses (not pre-programmed) based on the user’s input or questions. The tool is free (for now); GPT, by the way, stands for “Generative Pre-training Transformer.”
A sample ChatGPT interaction:
Chat input: Custom t-shirt company ad
ChatGPT response: Looking for a custom t-shirt company? Look no further! Our company specializes in creating custom designs for t-shirts, hoodies, and other apparel. We use high-quality materials and state-of-the-art printing techniques to ensure that your shirts look great and last a long time. Plus, our online design tool makes it easy for you to create your own unique designs. Whether you’re looking for shirts for a business, a sports team, or a special event, we’ve got you covered. Visit our website today to learn more and start designing your own custom shirts!
With ChatGPT, some content creators and marketing strategists are biting their nails about job security, while others are thrilled to welcome virtual help for marketing and customer engagement. Keep reading to understand ChatGPT’s positive applications — as well as its limitations.
Benefits of ChatGPT
As a better-trained text bot (similar to predictive text for messaging or web searches), ChatGPT is backed by massive amounts of input data and has notable advantages for digital marketers. See how the new ChatGPT can help with the following tasks:
Content Creation: From ad copy to blog posts to e-commerce product descriptions, ChatGPT can quickly generate words for publishing. SEO-driven input can help create a bulk of content but note these words of caution on using it as a fail-safe automatic marketing tool.
“It’s worth noting that while GPT can be a useful tool for SEO and content writing, the output it generates may still require editing and review by a human to ensure that it is accurate, relevant, and of high quality,” offers expert Vanshika Jakhar at safalta.com.
Customer Engagement: ChatGPT offers less waiting and better response times for customer inquiries, providing 24/7 customer service not limited by business hours. The more natural personalized responses help generate a more positive customer experience from start to finish. Customer support via ChatGPT will ideally avoid dull, predictable, or inappropriate responses. Further, ChatGPT helps nurture leads into the sales pipeline by remembering previous questions, providing follow-up corrections, and making suggestions on products or inquiries.
Keyword Research and SEO: Businesses often have a basic understanding of keywords for popular searches in their niche, but ChatGPT can generate additional keywords or phrases for targeting. It can help flesh out options by identifying synonyms for keywords. Additionally, ChatGPT can simplify SEO-related tasks like improving sentence readability or writing titles and meta descriptions.
Further, SEO professionals and marketers can use ChatGPT to compose reports within Google Analytics, complex spreadsheet formulas and other frequent marketing tasks.
Humans Needed & Limitations of ChatGPT
Even with conversational results and no time constraints, ChatGPT has its pitfalls. Solely relying on ChatGPT isn’t a “fix-it-and-forget-it” tool. Its limitations include*:
- Limited information or context: Results could produce inaccurate information, biased or harmful content, or results that are overly verbose or nonsensical.
- No linking model for sourcing: Don’t rely on ChatGPT’s response without double-checking authentic sources to ensure accurate information.
- Confusion with multiple topics: ChatGPT may have difficulty sorting and responding to mixed topics in one inquiry.
- Non-creative, unoriginal results: The content generated is not original content, but creates based on its training. Quality, original content is highly preferred by search engines.
- Limited up-to-date knowledge: ChatGPT source is trained up to 2021, which isn’t fully current on topics or world events.
In conclusion, can ChatGPT replace your content team or digital marketing gurus? No, but it can make your job more efficient and effective. Will it change the future of digital marketing? Most definitely. Even today, start utilizing ChatGPT to brainstorm ideas or jumpstart creativity as you incorporate AI into your marketing strategy.
Questions? Set up a consultation with The Threadgill Agency to help you navigate this new marketing tool.