As the world of technology continues to evolve, businesses are constantly looking for new and innovative ways to drive growth and reach customers. One of the latest advancements in this space is ChatGPT, a Generative Pretrained Transformer 3 (GPT-3) language model developed by OpenAI. With the growing popularity of this tool, one question that has troubled digital creators globally is: will it replace us?
To check this and find its impact on growth marketing, we tried experimenting with the tool. Here’s what we found!
We began with actually understanding what is ChatGPT from ChatGPT! Here’s the information that we received!
To get more marketing-focused information, we tweaked our search query.
Here are some interesting facts about this tool that we came across:
- ChatGPT has gained over a million users within a week of its launch.
- The estimated monthly traffic of ChatGPT is around 96,000,000 visitors.
- It functions on massive 175 billion parameters that can generate more human-like conversations than other chatbot systems.
- Around 300 billion words were fed into the system of ChatGPT.
- Microsoft has recently relaunched Bing & Edge, powered by Chat GPT.
ChatGPT for digital marketing:
Let's see how productive ChatGPT can be in terms of delivering marketing outputs.
We first tried using the tool for basic research to find some reports that could be used to build a whitepaper. Here's what we found:
Although the tool suggested resources with proper names and synopsis, none of the above-mentioned sources were accurate. As we couldn't find these resources online, we typed the below question:
The links provided were not usable. Some didn't work, while others didn't have the right source.
Learning: Although the tool does aid basic research, it can't be trusted to get quantitative research, including stats, facts, etc.
ChatGPT for SEO:
We conducted basic keyword research on this tool for a famous shoe brand “Nike”.
Learning: The tool gave some basic keywords but also gave a disclaimer in the end indicating that the search volumes were just 'estimates', hence, need to be verified.
Blog topic options:
We then tried getting some title options from the tool for a blog on “How has content marketing changed in recent times.”
Learning: The tool gave some pretty interesting blog title suggestions. These suggestions could be customised further by tweaking the search query.
ChatGPT for Content Marketing:
We asked the tool to give us a content marketing strategy for Nike.
We also tried using it for writing ads for the same brand.
But it didn't include the exact keyword, so we tried revising our question:
Although it did use the exact keyword, the ad exceeded the word count. So, we revised our query again:
Note that it did follow the character limit, but this time again didn’t use the exact keyword. So, finally, we clubbed both questions:
It did follow our instructions but the ad wasn't interesting enough. So, we asked it to give more options and here's what we found:
Learning: The tool does aid in constructing content. It can be used to get ideas, refine the text, or summarise it. But it can't be used independently, and human intervention and supervision is highly needed.
ChatGPT for social media marketing:
Finally we tried using the tool for a couple of social media marketing tasks.
Social media post:
Content bucket creation:
Learning: The tool can be extremely useful for writing basic social media content. But it can't be that effective for tasks that require a more personalised approach.
- ChatGPT for digital marketing to transform diverse marketing tasks
- ChatGPT for SEO to analyse customer insights
- ChatGPT for social media marketing to enhance customer engagement
- ChatGPT for content marketing to generate high-quality, SEO-friendly, personalised content instantly
- Increased customer satisfaction and loyalty through a personalised approach
- Improved brand reputation
- Boosted marketing and sales efforts
- Increased customer engagement
- Better return on investment
- Competitive advantage in the market
- Optimum usage of time and resources
The flip side to it is that there are certain risks and potential drawbacks that need to be considered before fully incorporating this tool.
We identified and categorised these risks as 4 Ms, which were as follows:
|Misalignment: Businesses must carefully consider how they will incorporate the technology into their growth marketing initiatives and ensure that it aligns with their overall strategy and goals. Misalignment could result in ineffective or inefficient use of the technology, potentially wasting resources and detracting from the overall success of the growth marketing effort.
|Misinterpretation: As this technology is based on a machine learning model, there is a risk that it may misinterpret the context of a situation or the intent of a customer. This can result in inappropriate or irrelevant responses, potentially damaging the customer experience.
|Misinformation: ChatGPT is not capable of verifying the accuracy of the information or the content that it generates. This leads to the risk of false or misleading responses that could negatively impact a business's reputation.
|Misuse:Businesses must ensure that the technology is used appropriately and in accordance with ethical and legal standards. Misuse of technology could negatively affect the business and its customers.
Now getting to the most important question that most digital content creators are worried about: Will ChatGPT substitute the work of marketers?
It's unlikely that ChatGPT will entirely replace the work of content marketers and coders. While the technology is capable of generating high-quality content and automating certain functions, human involvement still remains crucial as there are certain things that AI just can't do yet. These include:
- Lacks emotional intelligence
- Is error-prone
- Lacks creativity, imagination and innovative thinking
- Has a limited knowledge base
- Can give incorrect & repetitive answers
Impacts of ChatGPT on Digital Marketing:
- Personalisation at scale: ChatGPT can be integrated into conversational interfaces to provide personalised customer experiences and improve customer engagement.
- Improved customer satisfaction: ChatGPT's ability to provide instant and accurate responses can help improve customer satisfaction and loyalty.
- Increased conversion rates: ChatGPT can help increase conversion rates and drive sales by providing personalised recommendations and product information.
- Data collection and analysis: ChatGPT can collect and analyse customer data, such as frequently asked questions and purchasing behaviour, to inform marketing strategies and improve customer targeting.
- Expanded reach: ChatGPT can be integrated into various platforms and devices, allowing growth marketers to reach a wider audience and expand their reach.
- Enhanced customer experience: By using the quick and relevant answers provided by ChatGPT, businesses can create a smooth and seamless customer experience, leading to increased customer satisfaction and loyalty.
- Optimised content creation: By analysing customer data and feedback, ChatGPT can inform content creation and optimisation efforts, helping growth marketers create more effective and targeted content.
Way ahead with ChatGPT:
Despite all concerns about ChatGPT, we believe that the benefits of using it for digital marketing far outweigh the risks. Although it has a long way to go before it can completely replace human intervention. Marketers need to carefully consider the potential risks and develop a strategy that maximises the benefits of the tool while mitigating potential risks.
You, too, can use this tool to aid your digital marketing. But if you wish to take your efforts to the next level, partnering with digital experts who understand the intricacies of digital growth marketing is highly recommended.
Amura Marketing Technologies is a leading growth marketing agency with over 15 years of experience, an on-time delivery record, extensive market understanding, agile processes, and a team of 150+ digital experts. With our effective growth marketing strategies, data-driven MarTech solutions and full-funnel marketing approach, we help give your brand a competitive advantage in the digital world. Ready to transform your growth marketing efforts? Get in touch with us today!