ty experts tell us what to expect about the impact of ChatGPT in marketing
Bill Gates, the founder of Microsoft, described ChatGPT in a blog post from March 2023 as “the most significant advance in technology” since the graphical interface more than 40-years earlier.
As a result, he predicts that the work, education and travel industries, as well as healthcare and communication, will undergo major changes.
Marketers are not less affected by the rapid evolution. The AI-powered tool found applications for PPC, SMS marketing, and more in just a few months.
What is the future of the teams that are responsible for creating the communication materials to sell our products and service? Will ChatGPT revolutionize the marketing industry? Will its lofty hopes be dashed, or will it become another useful but not world-beating tool, like programmatic advertising,?
We asked over 20 experts to share their opinions on how ChatGPT would impact four marketing concerns. Here’s what the experts told us.
ChatGPT and marketing
Marketers will see dramatic changes in their use of words, data and processes once they adopt ChatGPT. Here are the top ways that experts believe ChatGPT can impact marketing in general.
Accelerate content pipeline
ChatGPT’s content creation tool allows marketers to execute campaigns more effectively.
This includes blog posts as well as Social Media posts .
The best part? It will not replace you but work with you as a sort of marketing assistant,” said Hayley Mollett. Marketing coordinator at Better IT.
Tasos BANIORAS, Digital Marketing Manager at Tab.gr warned that marketers should still use critical thinking to evaluate AI generated content.
He said that if everyone else did the same thing, they would all end up with similar ideas.
ChatGPT is a great tool to help marketers create content. ChatGPT can be used to find inspiration and ideas for content. This will help marketers create unique and helpful content.
Data and analytics can be more useful
ChatGPT will also be extremely useful to marketing teams because of its ability to analyze data and produce insights.
It can identify trends, predict consumers’ behavior, and customize marketing messages in a way that was previously unattainable,” said Kacper Raffalski, team leader of the demand generation department at the digital consultancy Netguru.
Carlos Barros is the director of marketing for POS vendor Epos Now. He agreed that ChatGPT could provide more insight about a brand’s products and services. Chris Morris, the founder of digital agency Shoo Social Media pointed out that it can analyze data such as purchase history, browsing behaviors, and demographics in order to create personalized recommendations.
This is also a good tool for market research.
Morris said that “ChatGPT analyzes customer feedback and sentiment on social media to give businesses insights into market trends and consumer behavior.”
Customer experience can be improved
Marc Hardgrove CEO of SEO platform the Hoth noted that the AI tool will allow marketers to create custom chatbots which will change how brands communicate with their customers. This includes automating brand responses to simple inquiries and requests.
ChatGPT’s ability to provide human-like responses can help businesses interact with their customers, offer personalized recommendations, and create a seamless customer experience, said Rahul Vij. CEO of digital agency WebSpero Solutions.
Dmytro Sokoch, the founder of the business development company Admix Global, said that this could lead to an increase in sales and customer retention.
Stop repetitive tasks
ChatGPT simplifies additional routine tasks for sales and marketing, such as lead generation, nurturing and social network management.
Alexander Hollingsworth is an SEO marketing associate with digital agency Oyova. He noted that this “frees up” time for marketers to concentrate on more strategic initiatives.
ChatGPT and small business marketing
ChatGPT is a great tool for small business owners, in particular. These brands have fewer resources.
Milosz Krasinski of Chilli Fruit called it “a way to help small businesses cut through the clutter and be heard in an overcrowded digital environment.”
Experts predict that ChatGPT can have a significant impact on small business marketing.
Automate your business to grow
ChatGPT, which is similar to marketing in general, can help small business automate routine tasks, so that they can concentrate on marketing, Product Development and strategic planning.
Banioras stated that SMBs could improve their efficiency, enhance their customer service and grow their business by using ChatGPT.
Customer service is also important, as it helps brands build relationships and answer questions quickly.
Vij stated that ChatGPT is particularly useful for small businesses, as it allows them to compete with larger companies by offering a superior customer experience at lower costs. ChatGPT allows small businesses to simplify customer service interactions and free up resources.
Find out about your customers by scale
ChatGPT also analyses consumer data to help small businesses better understand their clients.
Krasinski said that small businesses could create more effective marketing campaigns by knowing the content that resonates with their customers.
It can be useful when you are identifying your audience, personalizing marketing messages or searching for new marketing opportunities. It shouldn’t be your only source of information when you want to learn more about your customers. ChatGPT does not include information beyond 2021. This means that it may be missing an important piece of the puzzle when it comes time to make recommendations or come up with ideas. Find out more about ChatGPT’s advantages and disadvantages for marketing.
What impact will ChatGPT have on content marketing?
Michelle Burson, President of digital marketing agency marComm suggested comparing ChatGPT with the printing press when it comes to Content Creation.
She said that many people thought it would drive printers out. But it didn’t. The printing press allowed printers to be more productive, efficient and cost-effective.
Here are a few ways that experts believe ChatGPT could impact content marketing.
Foster Ideation
ChatGPT can be used to brainstorm new topics and gather data.
Rafalski also added that ChatGPT is able to identify content gaps.
Mollett said that sifting through pages of data is a time-consuming task. ChatGPT is a genius. Just type in the subject, key facts and points, and ChatGPT will bring up all of the needed information.
It’s also important to double-check the accuracy of the information in ChatGPT, as it may not be up-to date. ChatGPT, and other AI tools, should be used to create a foundation.
Create content faster
ChatGPT helps marketers create content ideas efficiently and quickly. The range of content ideas is vast, from updates on social media to newsletters and product descriptions.
Aissa Dajalo, creative director of Tiny Giants, said: “ChatGPT’s consolidated answers and speed are real advantages when it comes creating helpful content more efficiently.”
ChatGPT also allows you to quickly create content that is tailored for specific audiences.
ChatGPT can produce content more relevant to a audience segment or customer group by feeding it information about that group. This is according to Zaira Cespedes of the digital marketing agency GA Agency.
Morris said that brands could also establish themselves as thought-leaders by using ChatGPT to create content.
You need the right prompts
Use the right chatGPT prompts.
V. Michael Santoro is the founder of the online branding company Brand Velocity. He said that users should follow a similar process to optimizing search results.
He added that it was important to tell ChatGPT how to write the content according to the brand’s messaging and voice. “Many ChatGPT users simply ask for this information, such as ‘Write an article on social media about ______’. While the content is accurate, it might not be in line with the way you want to present your brand.
Challenges are everywhere.
Adopting ideas from ChatGPT is important, but do not just copy and paste.
Santoro explained that ChatGPT could provide the same information as other users. This could lead to plagiarism or copyright problems.
Users must also double-check all facts generated by ChatCPT with reliable sources.
Cespedes stated that “it’s important to remember ChatGPT still uses a machine-learning model. Human oversight and editing is crucial to ensure generated content is accurate and appropriate and is consistent with the brand voice and values.”
Vladislav Podolyako CEO of email platform Folderly said that there is no guarantee ChatGPT generated answers are free from factual errors.
He said, “It is not a big deal when you ask which cake recipe tastes best.” “But it becomes a problem when one of the cake recipes uses rat poison in place of sugar.”
Search engines will reward websites that provide information they can trust.
Support for human writers
ChatGPT is also being questioned about whether it will replace human writers.
Burson, for her part said that ChatGPT cannot replace human experience or human capabilities.
ChatGPT is often referred to as a companion to other tools.
Jason Tan, the founder of LinkedIn Assistant EngageAI, said: “While too much automating can weaken that human touch which attracts customers, cleverly including it in an overall marketing plan will pay dividends and differentiate brands from their competitors.”
“Marketers can unlock AI’s full potential. But to do so, they must strike a balance that allows human creativity to shine through while also leveraging technology.”
What impact ChatGPT has on Google search
Expect to see major changes both in and how search engines rank content, as well as how brands optimize their SERPs.
The use of generative content can be punished
According to Tatevik Bahdasaryan of SuperAnnotate , a content marketer at the AI firm , marketers who use AI-generated material should be aware that it could hurt their ranking as Google will detect and penalize these websites accordingly.
Luke Glassford is the marketing director at Gambit Partners. He was more or less in agreement, pointing out that ChatGPT would result in massive amounts of automated content being produced.
He added that “how well Google can identify and reward genuine content, and discourage the usage of AI content in the coming year, will probably shape the future web.”
Glassford believes that the Internet’s quality will continue to decline if the search giant cannot stem the tide AI content.
Expertise and authority are paramount
Brands should not focus solely on AI-produced content. Instead, they should create expert-level content in niches that will build trust and authority within Google.
Santoro stated that Google wants companies to establish topical authority to rank their content. “Topical authority is the production of a large amount of content that covers the niche to achieve authority.
Brands can boost their ranking by using this method. ChatGPT can be used as a tool for data analysis to optimize content.
Hollingsworth said that ChatGPT could help businesses optimize content for search engines, and even generate Meta descriptions and title tags.
Rajan Ad, CEO at research hub Magical Media Studio noted that adding ChatGPT into his SEO strategy helped him boost rankings by 25 percent.
ChatGPT, according to Vij can also aid in optimization efforts because it “provides natural and conversational answers that match the users’ search query.”
When combined with the knowledge and expertise of human writers, using ChatGPT responses can provide opportunities for optimization.
Ranking factors get reshuffled
Podolyako stated that Google favors based on the amount of content and entities and the interconnections.
He added, “However the affordability of content is going to lead to an inflation in these factors because they are so easy to manipulate.” “This is the reason I think Google will move towards authority as an important ranking factor.”
The quality and quantity citations and backlinks will become more important in the future.
Understanding user intent
ChatGPT helps brands, Google and other search engines better understand the intent of a user behind each search. This allows them to deliver more relevant results or rank higher for those queries.
Gavin Duff is the head of digital for digital agency Friday Agency. ChatGPT, along with other AI technologies, can enhance search results by providing more accurate and customized results.
Experts on ChatGPT and Marketing
It’s still too early to tell what impact AI tools such as ChatGPT will make on marketing. Listening to those who are part of the evolution, you can hear a few common themes:
- ChatGPT’s automation is a very important and immediate use case.
- ChatGPT is a useful tool for creating content, but it’s important to pay attention to what it says.
- Google uses AI to enhance the search experience, but it may penalize content that makes use of AI.
- ChatGPT can automate a portion of your customer service, but it won’t replace human interaction.
Our guide, The Emergency Guide to AI Marketing , provides more information about AI and its impact on marketing.
The post ChatGPT and Marketing: Twenty Experts Explain What to Expect first appeared on WordStream.