The brand story, ChatGPT in word and the marketing docuseries

Happy New Year everyone, I hope we’re all rested and relaxed and ready for what 2023 has to throw at us. Happy Thursday, Simon.

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Crafting a brand’s story

Everyone remembers a good story. Effective storytelling is the key to whatever you’re marketing. This goes for B2B too. How do you balance the emotional and informative while being authentic? How do you even find interesting business stories? It’s all discussed in a webinar we co-hosted with Lanturn last year.

Microsoft and ChatGPT

Everyone has been using ChatGPT lately - from hackers using the tool to improve scam texts to students generating entire essays. Microsoft grasped the impact ChatGPT would have earlier than most. It invested USD1 billion in GPT’s creators, OpenAI, back in 2019. Now it’s considering adding the AI technology to Word, Outlook and PowerPoint. Could a simple query in Word or Outlook result in a ready to go article in seconds?

AI and marketing

Many marketers already use AI in their jobs, it’s just a bit more basic than creating an article from scratch. In a 2022 survey, 32% of respondents said they were combining automation and AI for paid advertising and the personalisation of emails and offers. 22% were again combining AI and automation for product recommendations and writing email subject lines. A subject line is a lot simpler than an article but it’s a start.

When is a docuseries just marketing?

Sports brands have been using the docuseries format to market their offerings. Big production budgets and exclusive (but managed) behind the scenes access gave Formula 1 a new audience with the Netflix series, Drive to Survive. Recently, Welcome to Wrexham combined the influencer power of Hollywood A-listers with Ted Lasso styled emotion to introduce the world to Welsh football. While the marketing benefits the sport, the network and the participants, is the audience actually getting a documentary? Documenting something shows the good and bad, regardless of outcome, marketing is a different beast altogether.

What we’re looking at?

• The mundane can really bring you down.
• Our robot overlords aren’t as scary as you thought.
• Who can you really trust these days?

Happy Thursday

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This week’s newsletter was written by Tim Colman and edited by David Austin . Gifs produced by Mkay Yap.