Since its launch in November 2022, ChatGPT has been making headlines as a game-changing technology in many fields. Educators are using it to personalize learning and automate grading. Software developers are testing text-to-code approaches. And with its exceptional abilities to write, summarize, and converse, it’s clear that ChatGPT has many uses in marketing. To keep ahead of the curve, you’ll definitely want to utilize this technology for your campaigns to the fullest extent possible.
That said, the technology isn’t the all-in-one solution to your marketing problems. It doesn’t have intuition or even the ability to understand its text’s meaning. To effectively harness ChatGPT for marketing your businesses, you need to have a good grasp of what you can and can’t do with it. Here are some basic do’s and don’ts you should know about.
DO: Make marketing collateral templates
Contrary to popular belief, using AI like ChagGPT for your content won’t go against Google’s guidelines—in terms of SEO ranking, your material won’t be affected. Still, you’ll want to note that Google’s top page results are reserved for content of the highest value. Articles written by ChatGPT can’t get there on their own—as mere machinery, it can’t discern content quality or information accuracy. What you can do is utilize ChatGPT to augment the abilities of your copywriter, who already knows how to inform, engage, and persuade audiences. ChatGPT tech is capable of crafting the basic structure of headlines, articles, and blog posts. Copywriters, however, have the capacity to obtain key information that makes the writing relevant, the ability to evaluate what makes for compelling copy, and the flexibility to receive in-depth feedback from stakeholders and editors. ChatGPT is excellent for providing frameworks and prompts, which a copywriter can then jump off of to create excellent content for your business.
DON’T: Use it for coming up with marketing strategies
ChatGPT is great for generating generic content ideas and outlines. What it can’t do is tailor strategies suited to your company’s resources, challenges, and goals. As of yet, the technology is still too unsophisticated to process the totality of that information and piece it together to form an effective marketing plan. For that, you’ll want a marketing manager—someone with an intimate understanding of traditional and emerging marketing channels and the skills to oversee and implement your marketing campaigns. Because their role needs both creative and analytical skills as well as professional judgment that can only come from experience, you’ll want to prioritize innovative human talent over machine capabilities in this area. Generally, it’s just best to keep ChatGPT out of strategy ideation.
DO: Create chatbots with it
One of the most impressive features of ChatGPT is the polish of its natural language processing—conversing with it sounds like you’re talking with a person. You can use that to your marketing advantage by creating your own chatbots with its technology. The chatbot will act similarly to ChatGPT but will specifically grant the people interacting with it information about your business. This gives you several marketing advantages, including ensuring 24/7 customer support, a more streamlined customer journey, and more time for your marketing team to work on other tasks. With AI chatbots increasingly cheaper and easier to set up, make sure to use them to your advantage.
DON’T: Leverage it for marketing research
According to the BBC, ChatGPT can now access up-to-date information from the internet as of September 2023. Previously, the AI system could only utilize data up to 2021. This sparks new and interesting implications about using ChatGPT as a database—but when it comes to marketing research, you’ll still want to pair good old human research skills with a trusty search engine and other tools. This is because ChatGPT can’t state or assess its sources. It simply leverages a mix of the data it has available. Because of this, you can’t ask the tech to conduct keyword research or perform a SWOT analysis on your competitors. Chances are, you’ll be given an inaccurate report that won’t further your business’s marketing goals.
ChatGPT is a remarkable technology that has many marketing uses. Make sure you can discern the exact extent to which you can utilize its capabilities.