Can you use ChatGPT for your marketing?

With the rollout of incredible new AI-powered technologies like OpenAI’s ChatGPT, Google’s Bard and Adobe’s Firefly, it’s time to talk about the elephant in the room: Do we still need marketers, writers, designers and creatives or will technology take over these jobs too?

As a marketer, I am always testing out new technologies and tools to see what they can do and to understand how they can be used in marketing. With all the hype, I decided to put ChatGPT to the test. Today, I’m going to share with you what I’ve learnt so far, what ChatGPT is good for and how you can use it for your marketing.

What exactly is?ChatGPT?

ChatGPT is an extraordinarily advanced chatbot that uses conversational language (called Natural Language Processing or NLP) to answer questions and assist you with tasks ranging from writing a blog to finding bugs in code to drafting a packing list for an upcoming vacation and so much more. The tool uses artificial intelligence (AI) to source information from the internet and create an output.

To give you an idea of what it’s capable of, here’s a fun example from Toronto realtor Daniel Lee, who inspired me to run some of my own first experiments:

WOW! I was blown away. What else could it do?

Experimenting with?ChatGPT

If ChatGPT could write this poem, could it write the entire copy for a website, an article or a social media post? Here's what I learnt from running many different tests:

• As stated on the platform, it is possible for ChatGPT to occasionally generate incorrect information, idiosyncrasies and illogical statements. Plus, it doesn’t know everything. For example, it has limited knowledge of world and events after 2021.
• It could create a variety of content — a letter, website copy, a social media post, and it sounded great. However, reading it again, I realised that, although it was grammatically correct and flowed well, it was very general and nothing about it was particularly unique or specific. That’s a problem, as it doesn’t differentiate your business from competitors.
• Lastly, the platform also states that ChatGPT may produce harmful instructions or biased content. While I didn’t experience this, some recent media coverage highlights AI is a tool to be used with care.

Can ChatGPT Help With Your Marketing?

While ChatGPT isn’t perfect, its possibilities to generate ideas for content are tremendous. It can be a useful tool to do things like:

• Getting unstuck when you have writer’s block
• Going from an idea to a draft faster
• Generating ideas for an outline of a blog
• Creating different email subject lines, as well as variations for ad copy for A/B testing
• Searching for information to help research an idea

Conclusion:

ChatGPT can assist marketers by providing useful inputs, but it cannot generate original content that establishes a clear differentiation to make your company stand out - which is crucial for any successful marketing.

Having said that, I anticipate that many companies will jump on the opportunity to ramp up their content output using AI powered tools. The result? A wave of generic marketing material flooding the internet that doesn’t differentiate one company or brand from the next.

This will create opportunities for companies that continue to invest into their brand by producing unique content - especially with the increasing importance of Search Engine Optimisation (SEO).

What do you think? If you’ve experimented with ChatGPT or if you’re using it regularly in your business, I'd love to hear what’s working for you and what’s not. Share your thoughts in the comments.

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Full length article originally published at?https://www.the-emms.com/blog/can-chatgpt-replace-your-marketing-team on 4 May 2023.