By Shiraz Khan, Founder / Director, Spicetree Design Agency
Digital marketing is a dynamic sector. Therefore, staying updated with this sector’s recent trends and tools is imperative.
Automation of programmatic marketing had already gained traction with AI tools that perform diverse tasks, and now ChatGPT has emerged as a significant disruptor.
This new tool is emerging as a highly appealing proposition for digital marketers. Let us look at the benefits of ChatGPT in the two core areas of digital marketing.
Benefits of ChatGPT in campaign management
ChatGPT can help digital marketers in audience research. They can use the tool to understand the target audience better, which can be highly useful in segmenting the audience on behavioral parameters.
It can lead to easy automation of social media and other digital engagement channels that connect brands with their audiences.
A chatbot like ChatGPT can handle everyday conversations and customer queries and make suggestions based on the customer’s needs.
ChatGPT can personalize interactions by recommending the products or the information that a customer seeks. For instance, it can recommend the best Italian diner, which smartphone to purchase, etc.
Effective usage of ChatGPT can help brands in building trust and rapport with their customers. Being an AI-powered chatbot, it can quickly crunch large data volumes to identify market trends, customer behavioral and purchase patterns, and other insights.
In fact, it can help gather accurate data-driven insights about entire campaigns or marketing strategies.
Another significant benefit of ChatGPT is that it can automate and expedite SEO processes, leading to more substantial traffic generation.
It improves by analyzing the search queries for the type of business, products, and services and identifying the keywords most likely to drive people to a website.
Benefits of ChatGPT in content marketing
As the newly unveiled ChatGPT-3 is the most advanced iteration of the GPT language processor from OpenAI, it can generate human-like text.
In fact, it can write text and handle various language-related tasks such as translation, summary writing, drafting responses, answering questions on chat, and so on.
Content marketers can use the tool to significantly reduce the time required to create content for blogs, websites, articles, and marketing communication.
It can help compose jingles, write social media captions, draft ad scripts, and so on. All this can free up a lot of time for marketers to focus more on campaign ideation, research, and execution.
ChatGPT can also automate tedious and repetitive tasks such as proofreading, editing, fact-checking, etc.
ChatGPT is already helping content creators in finetuning their work by finding grammatical errors, typos, inconsistencies in the content, or missing elements.
All these things lead to creating clean and high-quality content in almost a fraction of the time it takes to do the tasks manually.
In digital content marketing, where the need is constantly churning new and engaging content for consumption across platforms, ChatGPT comes across as a force multiplier for creators.
It can also help creators accomplish greater diversity and build a more robust profile. As a result, it enhances their chances of landing better job roles and assignments.
Looking at the above factors, one might wonder if ChatGPT is a wonderful tool that will change how digital marketing and content creation occurs.
Risks associated with ChatGPT
ChatGPT has tremendous potential to expedite content creation and proofreading processes. However, it would need to be more accurate to say that it will replace human content creators in the marketing field.
A fair evaluation of the tool leads to the identification of certain limitations or even potential drawbacks of ChatGPT for digital marketers.
For instance, it might quickly generate catchy copy and use complex vocabulary, but it still needs the unique perspective, creative touch, and emotional expressions that only human creators can provide.
It is easy to look at ChatGPT content and find that it needs to contain the personal touch or the soul of content that captivates audiences.
There are also other challenges, such as the risk of plagiarism, as it is likely to collate and rehash content from the internet.
Further, ChatGPT can generate quick content on trending or simple topics, but more is needed to handle complex ideas, challenges, or innovative content needs.
It is a constantly learning AI model that requires humongous training and optimization before truly matching human content creation skills.
ChatGPT must be credited as the most disruptive and high-potential tool for digital marketers and content creators.
It can work 24/7, handle customer service, write code, improve campaigns, etc. Yet, compared to human content creators, it has drawbacks like limited control over the content, potential bias, and lack of empathy, context, or creativity.
Thus, before entrusting any digital marketing or content creation tasks, companies must be clear about their expectations and how far ChatGPT-generated content can align with their core USPs, ethics, and vision.
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