The world has been captivated by the arrival of ChatGPT, the AI-powered language model developed by OpenAI. Everyday people are now evaluating the potential generative AI has to revolutionise various aspects of work, from its ability to produce creative ideas to its quick content generation.
A true ‘game changer’ in new technology is rare.. The internet, computers, the iPhone, and Google all fall into that category, and it’s likely that ChatGPT is cut from the same cloth. ChatGPT has given marketers a new tool to leverage for a competitive advantage. Organisations that successfully incorporate this into their solutions can experience more efficient and streamlined processes. But how?
The marketing benefits of ChatGPT
AI powered marketing tools have been shaking up the industry for some time. ChatGPT is just taking it to a whole new level. There are many capabilities and benefits that the tool can offer when it comes to optimising marketing. Curating engaging content is one of them. By simply asking the right prompt, the conversational AI tool can generate new content, both enhancing user engagement and driving more online traffic to a company’s website or social media platforms.
ChatGPT is also an excellent tool for personalisation. It can help professionals personalise their marketing efforts by analysing customer data and providing recommendations for unique content and promotions. According to Salesforce, 76% of customers want businesses to have a clear understanding of their personal expectations, so leveraging this aspect is a smart move in today’s competitive landscape.
For marketing professionals working in global markets, ChatGPT can also help translate content into different languages, allowing them to reach a wider audience. Not to mention the benefits of using the AI tool to conduct market research, as it can analyse data and offer valuable insights on consumer behaviour, preferences, and trends. This can then enable the development of successful marketing campaigns that effectively connect with the intended audience.
Why embracing tech is crucial
Despite the benefits, AI and the impact on the marketing industry is often a nuclear hot topic. There’s a lot of fear mongering and emerging technologies can often be a daunting territory for those who don’t understand new developments. Since the introduction of ChatGPT, many have been concerned that it will take over jobs and people. But this is far from the truth.
With AI becoming more advanced, this provides an opportunity for marketing professionals to further enhance their skills, rather than to replace them. It is crucial for marketing professionals to take the time to understand the capabilities of AI and how it can support their role. With the benefits of ChatGPT varying from carrying out research and administrative tasks, and providing marketers with more time to foster creativity, marketing professionals who ignore the potential of it will risk lagging behind those who do. Embracing the technology, not fearing it, will now be key.
The need for a human touch
However, ChatGPT alone is not enough. A human element is still required to deliver accuracy and those all-important results that AI by itself simply won’t identify. Plus, when marketing is lacking, the core of the problem is usually due to a lack of human incentive. Our recent research found that 64% of eCommerce marketers haven’t measured their customer engagement processes in the past month, and nearly one fifth (17%) have never measured them at all.
The implication here is that marketers are not fully utilising insights, which is a significant issue. Neglecting to measure customer engagement processes on a continual basis means brands are approaching their marketing tactics in the dark. This is particularly concerning now when customer loyalty is more fragile than ever. To address this, marketing teams should make the most of available information and prioritise building strong relationships with their customers.
There’s no doubt that AI and ChatGPT can support marketing, levelling it up to new heights. But the basic principles and foundations need to be in place first. In order to improve the way you build relationships with customers and true ‘Customer Intimacy’, you need to understand them first. AI can support this, by analysing data, but if marketers are not measuring customer engagement metrics in the first place, then they are doomed to failure.
The bottom line
ChatGPT is an incredible tool for marketing, offering businesses the ability to connect with customers on a more personal and engaging level. However, it is important to remember that ChatGPT is not a replacement for marketing. Rather, it is a powerful addition to the marketing sphere, allowing marketers to streamline their efforts, gather valuable insights, and provide better customer experiences. While ChatGPT will transform the marketing landscape, it won’t overtake it entirely. Instead, it will work in tandem with existing marketing strategies, helping marketers to achieve their goals more efficiently and effectively.