ChatGPT – Just Another Great Marketing Campaign?
If you’re like us, your socials are probably flooded with ChatGPT content and how AI can change the way we work forever. Chatbots have been around for a while – so why are we paying this one more attention?
With scepticism, is ChatGPT just another great marketing campaign or is there value to be found? At Definition Consulting we’ve recently explored ChatGPT’s capabilities and wanted to share our thoughts on the real AI benefits and how it can best support you.
Now the first question on my mind was can AI replace my job? The short answer is NO and it’s interesting to know why.
“No, we won’t be able to replace your job as a marketer. However, we can help you find new opportunities in the marketing field and help you gain the skills you need to be successful.”
…And why would it lie – it’s programmed not to!
Firstly, what is ChatGPT?
ChatGPT was released by OpenAI in November 2022 and is a secure, cloud-based chat platform that provides end-to-end encryption for conversations. Chatbot technology is a form of artificial intelligence (AI) that enables computers to simulate human conversation with users.
Simply put, it understands the intent of the conversation and then responds with a relevant answer or action. Perfect right? But how reliable is the information?
As technology continues to advance, more and more powerful AI tools are becoming available to us. These tools can quickly process large amounts of data and even produce original works of art.
While they are incredibly useful, they should not be relied upon for accurate information, as confirmed by ChatGPT themselves.
“ChatGPT’s information is not reliable. ChatGPT is an artificial intelligence chatbot which uses machine learning to generate responses to user inquiries. The responses it provides can be inaccurate and unreliable, as the chatbot does not have the same level of understanding and reasoning as a human.”
So, what can it be used for?
From a marketing standpoint, you can benefit from a variety of services that ChatGPT offer, such as:
- Conducting market research
- Providing content ideas
- Assisting with SEO
- Analysing campaign performance
- Suggesting new marketing tactics and strategies
How can it handle a basic marketing mix framework?
AI technology certainly claims to have the potential to enhance each of these elements. When asking ChatGPT about this here’s what you get:
Product: I can help to analyse customer preferences and behaviours to create more tailored products and services. AI can also be used for product recommendations and product personalisation.
Price: I can help businesses determine their pricing strategy in a data-driven and strategic way by analysing customer data, market trends, and competitive pricing.
Place: I can be used to optimise product placement and ensure products are available when and where customers are looking for them. AI can also be used to analyse customer data to determine the best channels to use for marketing.
Promotion: I can help businesses to create more personalised and effective promotional campaigns, improve the customer experience, and optimise campaign performance.
Well, let’s put it to the test!
Inspired by one of the co-founders of OpenAI, Elon Musk – I decided to create an electric car brand with a superior battery life, to see how ChatGPT would suggest I successfully complete the 4 Marketing P’s. Here’s what it came up with:
“Create me an electric car brand. My USP is that I have the longest battery life on the market.”
Brand Name: PowerCharge
Tagline: Go Further, Charge Less
Product Line: PowerCharge offers a range of electric vehicles, including compact cars, SUVs, and luxury sedans. All of our electric vehicles feature our advanced battery technology, which provides the longest battery life in the market. We also offer innovative features such as regenerative braking, which allows our customers to recharge their batteries while driving.
Pricing Strategy: PowerCharge uses a premium pricing strategy, positioning our electric vehicles as a high-end, luxury option for customers who are willing to pay for the best battery life in the market.
Promotion Strategy: PowerCharge’s promotion strategy focuses on highlighting our advanced battery technology and unique selling proposition of the longest battery life in the market. We use a mix of social media marketing, influencer marketing, and content marketing to reach our target audience of tech-savvy, environmentally-conscious consumers who are looking for a high-quality and reliable electric car option.
Place Strategy: PowerCharge’s electric vehicles are available for purchase through select dealerships and online. We also offer home charging solutions and a network of charging stations to provide our customers with convenient and accessible charging options.
Whilst you may be impressed to get this from the Chatbot you wouldn’t be impressed if that’s what your agency came up with. It’s generic and vague, it’s not bad, it’s just not that good!
This leads to the question… how creative is it?
In general, ChatGPT’s creativity is limited both to how creative you ask it to be and to the answers it is programmed to provide. While it can generate responses that appear natural, they weren’t necessarily creative. After trialling this example above and a handful of different content creation tasks, my view is that ChatGPT is still quite vague in its responses. Even after hours of specific commands, the output still didn’t feel genuine and was not to the level a (good) content creator could have achieved.
In my opinion, when it comes to creativity, content writers are a cut above. Although I guarantee it will take them longer. Content writers can use their creativity to come up with original ideas and stories. They are also able to refine their work to make it more interesting and engaging whilst incorporating facts and figures.
This begs the question… how much value do you place on your company’s time? Are you willing to sacrifice creative elements for faster output?
What are the real benefits?
With any AI technology, it’s important to understand how you can get the benefits and maintain high-quality outcomes i.e. marketing that delivers results.
Here are 3 examples of how Definition Consulting are using AI already:
- Automating tasks such as editing and proofreading, freeing up content creators to focus on more creative aspects of the writing process.
- Creating large amounts of explainer content quickly and generating good base ideas and content for writers to then work from; cutting down the total time it takes to produce content.
- Researching and summarising extensive data on industries, products or services and customers’ competitors that may be new to us. Helping us to be better prepared in less time, giving us a clear overview at any level.
Feel free to try it out for yourself…
To sign up for ChatGPT, simply visit their website, and click on the “Sign Up” button. Then, enter your email address, choose a password, and fill out the brief registration form. After that, you should be able to start using ChatGPT.
If you’re interested in learning more about the overall capabilities, we recommend checking out this informative article here.