The digital marketing landscape is constantly changing, and the integration of artificial intelligence is one of the most intriguing trends influencing the industry today. Among the wide array of AI-driven tools accessible to digital marketers, ChatGPT stands out as an industry leader, offering versatile capabilities.
Understanding ChatGPT
Launched by OpenAI on November 30, 2022, as a variant of the GPT (Generative Pre-trained Transformer) language model, ChatGPT is a natural language processing tool designed to understand and generate human-like conversations that are contextually relevant. This makes the AI tool an invaluable ally for composing emails, answering questions, and writing code.
ChatGPT is free to use, but there is a subscription version, ChatGPT Plus, that guarantees users faster response times, more accurate answers, and priority access to new features and improvements, including OpenAI’s most advanced LLM (Large Language Model), GPT-4.
ChatGPT as an AI Marketing Tool
Understanding the applications of ChatGPT within the digital marketing sphere is crucial for its effective integration. From creating content, analysing consumer behaviour, and optimising customer service, here are some of the examples and digital marketing uses of ChatGPT:
Creation of Marketing Content
Content creation is generally about crafting messages that allow brands to engage with their target audience on a personal level. ChatGPT can revolutionise the content creation process through:
Brainstorming Write-Ups and Blog Ideas
ChatGPT can be used in the ideation of topics and creation blog outlines, white paper abstract, or press release draft that can be refined to align with the brand’s unique tone and perspectives, effectively reducing the time required for content development.
Revamping Web Content
If you’re working on some updates to your existing website, ChatGPT is able to help you produce unique and captivating web content. The tool can help you generate copy for your About Us page, privacy policy, product descriptions, and much more.
Social Media and Email Copy
ChatGPT can assist in copywriting and suggest engaging content for Facebook, Instagram and other social media channels, empowering the brand to secure a consistent presence across various platforms with a well-maintained tone of voice.
In email marketing, ChatGPT’s prowess can be utilised to formulate subject lines and body copy for newsletters that resonate with the brand and its target audience, enhancing click-throughs and open rates.
Video and Podcast Content
Digital marketing experts can input a brief description of the video or podcast topic they want to cover, and ChatGPT can generate a structured outline that serves as a roadmap for the script. In addition to generating outlines, ChatGPT can also help marketers refine an existing script. By pasting the draft or a specific section from the script, marketers can leverage ChatGPT to suggest alternative phrasing, provide additional insights, or even generate new ideas to enhance the script’s effectiveness.
Gathering Consumer Insights
ChatGPT can be used to get an overview of a brand’s specific target market by pulling data based on web-published market research, articles, studies, and reports. As of today, the AI tool can collect data from sources from 2022 and older, so make sure to instruct ChatGPT to provide citations to check its response’s accuracy.
Chatbots
Customers want fast, easy, and personalised customer experiences. By having chatbots manage initial interactions, waiting times are eliminated through instant responses. As chatbots operate continuously, they can provide round-the-clock customer support, even outside of agent availability. Consider integrating ChatGPT into your chatbot to enable natural responses to inquiries and improve customer service. To begin, you’ll need an account with OpenAI.
Optimising SEO
Digital marketing strategists can use ChatGPT as a tool to intensify a company’s search engine optimisation strategy. The various SEO aspects that ChatGPT can help with include:
Keyword Research
ChatGPT can be used to generate a pool of short tail and long tail keywords relevant to improve a business’ organic search results.. But since ChatGPT can’t access live web pages, it may not provide marketers with the latest keywords. As per OpenAI’s ChatGPT FAQ, “the tool ChatGPT is not connected to the internet, and it can occasionally produce incorrect answers. It has limited knowledge of the world and events after 2021 and may also occasionally produce harmful instructions or biassed content.”
Identify the Search Intent
After directing ChatGPT to generate some keywords, marketers can take a few steps further and prompt the tool to detail the search intent type of each keyword it has generated. ChatGPT will label each keyword as either (1) Navigational, (2) Commercial, (3) Transactional, or (4) Informational.
Generate Title and Meta Description
An optimised meta description and title tag are necessary for an efficient and effective SEO initiative. ChatGPT can aid in generating relevant and concise meta descriptions and title tags based on its suggested keywords and their search intent. Furthermore, you can instruct the chatbot to add a CTA, adhere to character restrictions, or modify the tone of your chosen title and description.
Language Translation
The ability of businesses to reach audiences and communicate in various languages is crucial, especially if the business is operating internationally. ChatGPT can generate initial translations of product descriptions, social media posts, and other marketing materials. Although the tool may not provide absolute translations, it presents a base that can be fine-tuned by professional translators.
Limitations of ChatGPT
Despite its advanced capabilities, ChatGPT encounters specific challenges and weaknesses that can affect its performance and accuracy.
Lack of Emotional Intelligence
Although ChatGPT is capable of providing responses that may seem empathetic, it lacks authentic emotional intelligence. Because of this, the tool is unable to discern emotional cues and provide appropriate responses to complex emotional scenarios.
Grammatical and Accuracy Issues
ChatGPT has limited sensitivity to grammatical errors, misspellings, and typos. Additionally, the AI tool’s collected information only extends up until January 2022; hence, it may not be aware of any recent developments, freshly released resources, or updates in certain topics. Presenting outdated information to your audiences might lead to risks and damage to your brand reputation.
Wordy Answers
The training datasets of ChatGPT encourage the artificial intelligence tool to discuss a topic from various angles and provide responses in all angles it can conceive of.
While this is beneficial in some ways, as it can explain a topic intricately, there are some certain topics that require the most direct answers. The tendency to provide excessive details can make ChatGPT’s responses redundant and overly lengthy.
Biassed Responses
ChatGPT is trained on a vast set of text data, which may not fully represent global diversity. As a result, the AI tool may provide unintentionally biassed replies.
Artificial intelligence is here, and it’s here to stay. For digital marketers, it’s not something to be scared of but a tool that will help minimise the workload. Embrace it proactively, explore its potential, and be surprised at how it can give you the upper hand over your competition.