{"id":164862,"date":"2024-02-16T13:00:10","date_gmt":"2024-02-16T13:00:10","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=164862"},"modified":"2024-03-22T11:50:26","modified_gmt":"2024-03-22T11:50:26","slug":"how-can-i-use-chatgpt-for-marketing","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/managing-digital-marketing\/marketing-innovation\/how-can-i-use-chatgpt-for-marketing\/","title":{"rendered":"How can I use ChatGPT for marketing?"},"content":{"rendered":"

My example dialogues and use cases show the amazing opportunities for marketers from ChatGPT and other generative AI tools<\/h2>\n

I\u2019ve been advising on digital marketing and new innovations for over 25 years. Since it was called Internet Marketing\u2026 This tends to make you super cynical as to new claims about marketing innovations. Over this time, many of the techniques for digital marketing and approaches to planning digital marketing strategies and campaigns have remained similar.<\/p>\n

Much Martech now promises to be be \u2018AI-powered\u2019 while still relying on manual analysis and customizations. In fact, I\u2019d say that it\u2019s the development of search and social media platforms that have been the main drivers of change. Until now, that is...<\/p>\n

Having tested ChatGPT, I believe it will spark mainstream adoption of AI amongst marketers, since it will be used as a practical tool to support creative development to help marketers working on search, email and social media marketing. <\/em><\/p><\/blockquote>\n

I won\u2019t explain the technology behind ChatGPT, if you\u2019re looking for an introduction applied to digital marketing, I recommend this overview of ChatGPT<\/a> from Search Engine Journal. In essence, it is a free (for now) conversational SaaS AI chatbot that understands the intent of complex, specific questions and potentially produces human-quality responses.<\/p>\n

You'll see from my examples that you type in a question and it responds with an answer, remembering the context from previous questions. For more channel specific marketing tips, you can read more about my top 8 recommended prompts for using ChatGPT for digital marketing<\/a>.<\/p>\n

Latest ChatGPT developments for marketing<\/h3>\n

Since I originally wrote this article on Using ChatGPT for marketing just after it launched, there has been a whirlwind of developments from OpenAI and their partners. For marketers who are busy with their day job, this can be bewildering and you can miss some of the key developments, so I have summarized some of the main developments in a brief timeline of the latest ChatGPT developments <\/a>. These include:<\/p>\n

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  • 1 ChatGPT features integrated into Microsoft Bing (now Co-Pilot)<\/li>\n
  • 2 New Open AI business services and upgrades including GPT\u20134, Plugins for ChatGPT, ChatGPT Plus<\/li>\n
  • 3 The AutoGPT agent<\/li>\n
  • 4 Privacy limitations of ChatGPT<\/li>\n
  • 5 Launch of Gemini (formerly Bard) by Google<\/li>\n
  • 6 Increased usage of other AI writing tools for marketing<\/li>\n
  • 7 Increased use of OpenAI text-to-image tools (DALL-E) and text-to-video tools (Sora)<\/li>\n<\/ul>\n

    Members can read about other \u2018need-to-know\u2019 key digital marketing developments in our regularly updated latest Digital Media updates tracker<\/a>.<\/p>\n

    How many marketers are using ChatGPT?<\/h3>\n

    Our recent LinkedIn survey found that more than three-quarters of marketers want to use ChatGPT to improve their marketing performance, but only 40% are actively doing so right now.<\/p>\n

    Sometimes, it can be difficult to know where to start. That's why we've created a Quick Win for Smart Insights Business Members to rapidly review and assess new ChatGPT opportunities: How to use ChatGPT for marketing<\/a>.<\/p>\n

    This guide is for anyone looking to learn more about ChatGPT, but would be particularly useful for marketers executing or managing channel specialisms. E.g., Content marketers, social media marketers, SEO specialists or strategists, etc. to learn how you could use the AI chatbot collaboratively to improve efficiency in your team, in less than 20 minutes.<\/p>\n

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    \n \n How to use ChatGPT for marketing\n <\/a>\n <\/div>\n
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    Access our Quick Win \u2013 How to use ChatGPT for marketing<\/strong><\/p>\n

    Discover everything you need to know about advanced prompting techniques for ChatGPT in our Quick Win.<\/p>\n

    Access the How to use ChatGPT for marketing<\/a><\/p>\n <\/div>\n <\/div><\/span><\/p>\n

    If you're a content marketer or SEO specialist or strategist, we also have a Quick Win with specific details about using AI for SEO with ChatGPT<\/a>.<\/p>\n

    How widely is generative AI and ChatGPT used in marketing?<\/span><\/span><\/p>\n

    ChatGPT has been widely adopted by marketers, mainly for writing copy based on prompts provided by the user. Our <\/span>Future of Digital Marketing report 2024<\/a> shows that many businesses are actively using Generative AI for copywriting, using large language models such as GPT for writing copy for different channels. The results are sorted below based on the applications with the highest percentage who are using them.<\/span><\/h3>\n

    \"\"
    \nTo support our premium members, I have created several different guides with detailed examples of using ChatGPT prompting techniques for email, social media and organic search to better customize marketing copy to a specific audience for a business and their goals. I have also created our popular     ChatGPT prompt sheet for marketers<\/a> as a free download, highlighting some of the prompting skills that 'hands-on' marketers need to know about.<\/p>\n

    What about using Gen AI for planning?<\/h3>\n

    In the survey, we didn't ask about using GenAI tools to support planning. But we will in the next survey, since a recent LinkedIn poll I ran about asking whether peoople were using AI for planning<\/a> suggests that many marketers are using AI to support creation of marketing plans already. I was really surprised that the MAJORITY of people doing the poll were using Generative AI for planning. As I'll get into, there are certainly BIG limitations of using AI for marketing planning without intervention, but as a collaborative tool to improve your marketing plans and generate them more efficiently I think it's an exciting development.<\/p>\n

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    How can Generative AI tools support marketing planning?<\/h4>\n

    Some consider AI tools will replace marketers, but we see current tools more as collaborative tools. This is true both for copywriting and planning.\u00a0 They can help support the modern 'AI-assisted marketer' who has many tasks to complete by making them more efficient.<\/p>\n

    There are some obvious benefits of using Generative AI to support marketing planning which help explain why it is as popular as it is:<\/p>\n

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    • Time saved in creating initial structure of plan<\/li>\n
    • Summarizing the key points from insight which informs the plan<\/li>\n
    • Suggestions of strategic approaches that the plan author may not be familiar with<\/li>\n
    • Recommending the types of goals and measures that are needed to control plans<\/li>\n<\/ul>\n

      Despite these, there are many more disadvantages of using AI for planning which mean that great caution is needed in trusting plans from AI. Read more in my article on using ChatGPT and Generative AI for writing digital marketing plans and strategies<\/a>.<\/p>\n

      Disadvantages of using AI for marketing planning<\/h4>\n

      Before we look at specific problems of using AI for creating each part of a strategy, it's worth remembering that many alternative approaches to creating and structuring plans have evolved.<\/p>\n

      If an AI is asked to create a plan, it will often almagamate the many alternative approaches for creating a strategy from their training data set, so there isn't a clear logical structure based on a process of situation review, objective setting, strategy, tactics and implementation.<\/em><\/p><\/blockquote>\n

      here's 10 reasons why you shouldn't solely rely on AI alone for marketing planning:<\/p>\n

      1. AI doesn't fully understand your audience and market as experienced people do<\/em><\/p>\n

      2. AI can't yet review business performance through analytics to identify opportunities<\/em><\/p>\n

      3. AI can't set realistic SMART objectives<\/em><\/p>\n

      4. AI can't prioritize strategic initiatives<\/em><\/p>\n

      5. AI can't select from segmentation, targeting and positioning alternatives<\/em><\/p>\n

      6. AI has limited creativity and originated - these are essential to brand differentation<\/em><\/p>\n

      7. AI won't be aware of cultural or in-company sensitivities about strategies. They won't know about previous strategies and which were effective or not.<\/em><\/p>\n

      8. AI can't readily integrate business, marketing and digital strategies so they are aligned<\/em><\/p>\n

      9. AI can't prioritize tasks for strategy 90-day plans, for example across the 70 SOPs within the RACE framework<\/em><\/p>\n

      10. AI doesn't have the intelligence t perform performance reviews to diagnose problems and suggest practical solutions.<\/em><\/p>\n

      There are many potential applications for AI in marketing, but it hasn't previously delivered on its promise<\/h3>\n

      Following the November 30th 2022 launch of Chat GPT from Open AI<\/a> and the hype that has followed since, my cynical filter was set to maximum. After all, at Smart Insights, we\u2019ve been writing about the uses of AI in marketing for years - see our 2017 summary for how AI can support marketing<\/a> from Rob Allen and I where we summarized these applications of AI across the customer lifecycle. ChatGPT is in the chatbot category supporting the Convert\/Engage part of the RACE customer lifecycle.<\/p>\n

      \"\"<\/p>\n

      15 marketing applications of Artificial Intelligence (2017)<\/em><\/p>\n

      Since this time, the use of AI in marketing hasn\u2019t become as widespread as might be expected. This is based on research with our members over the last few years. For example, our recent report on marketing automation practices<\/a> showed that just 13% were using AI and machine learning for marketing at the time of the survey. Close to one-third of respondents (38%) are planning to deploy within 12 months, which shows that many businesses are looking to exploit the benefits of AI.<\/p>\n

      However, half (49%) of businesses still have no plans to implement AI or machine learning to support their marketing. Sure, some large businesses with resources for business insights teams have developed in-house machine learning tools to improve analysis and targeting of customers, but it\u2019s not a mainstream tool according to our research. Its main adoption has been by advertisers who use Google and Meta\u2019s tools to improve their targeting and and ROI, but who aren\u2019t knowingly applying AI to their businesses.<\/p>\n

      Still, the initial growth rate shared OpenAI\u2019s co-founder is impressive, so I tried to keep an open mind\u2026<\/p>\n

      \n

      ChatGPT just crossed 1 million users; it's been 5 days since launch. https:\/\/t.co\/cM1rQRSP8r<\/a><\/p>\n

      \u2014 Greg Brockman (@gdb) December 5, 2022<\/a><\/p><\/blockquote>\n