Reflection: How ChatGPT can help marketers
ChatGPT will create new opportunities for marketing and communication professionals.
After trying for days - I finally got on to the ChatGPT website.
And wow. Mind blown!
For those who haven't yet played around with ChatGPT, it is an artificial intelligence (AI) chatbot. The GPT stands for "generative pre-trained transformer". The software interacts with users in a conversational format, making it very easy to use. It answers questions and solves problems in the style you request.
I was curious to see how a tool like ChatGPT could help marketing and communication professionals such as myself. I tried it out for a couple of work-related tasks to see what the quality of the content would be like.
The first communications piece I asked ChatGPT to create was a fundraising appeal letter for an equity student scholarship.
It produced a properly templated letter with strong, convincing copy in a few short seconds. I then asked it to include a quote from a past scholarship recipient. So I drafted a short quote - and the platform seamlessly integrated the quote.
I then asked it to produce a shorter version - which it did. Again, in only a matter of seconds.
I would love to do some A/B testing to see how the conversion rates of AI-produced copy compared with human-produced copy!
My main observation was that the language and tone were too US-centric for the approach we would usually take in an Australian market. It also didn't balance the "head and heart" approach that's proven successful in appeal writing - but it was still an impressive letter.
I then asked ChatGPT to create a short video script for diamond earrings.
Again, in only a matter of seconds, the program produced a short script complete with scenes and script. It was incredible!
I was also curious to see what ChatGPT would respond with when asked how it can assist marketing and communications professionals. So here's what it said:
Content creation: ChatGPT can generate high-quality written content for various marketing materials, such as blog posts, social media posts, email campaigns, and more.
Copywriting: ChatGPT can help with copywriting for ads, landing pages, and other marketing materials.
Chatbots: ChatGPT can be used to build chatbots for customer service or sales, providing a more conversational and natural experience for customers.
Personalisation: ChatGPT can help personalize communication, such as generating personalized email or direct mail campaigns.
Market research: ChatGPT can assist with market research, such as generating a list of industry-specific keywords and phrases or identifying potential customer pain points.
Campaigns: ChatGPT can help in creating and managing campaigns by generating ideas and helping to automate the process.
Thanks for explaining, ChatGPT!
In terms of applying this technology in the work context, the pace at which content is produced is impressive - and this speed could be a real advantage for marketing and communication professionals. I see a use case for taking the bones of ChatGPT-produced content and combining it with human intervention for editing and adapting to the nuances of a specific audience. The result would be content that is a hybrid of AI and humans. But again, I would favour any opportunities to A/B test to measure content performance.
If you haven't had a play with ChatGPT yet, check it out.