ChatGPT’s Influence on Your Digital Marketing Strategy
ChatGPT’s influence on marketing can best be summed up using the words of Bill Gates, “revolutionary”, to understand its impact keep reading.
Photo by Shantanu Kumar on Unsplash
Recently, ChatGPT has attracted a lot of attention. This generative AI tool swept the world off its feet seemingly out of the blue, amassing over 1 million users within a week of launch. Today, ChatGPT’s influence is shifting the digital marketing landscape as we know it. It is throwing a spanner in the works as far as traditional SEO is concerned, necessitating that the modern marketer should adapt or risk getting left behind. Today, we’ll discuss just how this AI model will impact your online marketing strategy as well as my personal tips on how to make the most of ChatGPT for SEO. Finally, we’ll cap it off with the possible risks or shortcomings that you should be wary of when using AI for digital marketing.
AI in marketing is not news. But why is ChatGPT so successful?
I did some digging and came across some insightful findings. According to one LinkedIn survey, over 40% of marketers use ChatGPT in their marketing strategy. Furthermore, north of 75% of them would love to get in on the action and leverage its power to boost campaign performances.
So it’s safe to say that ChatGPT is a pretty big deal. But why are many marketers jumping on this particular AI revolution? AI generative models have been around for the past decade or so, but none have enjoyed quite as much success as ChatGPT.
This particular model has been the tipping point for AI thus far, with some of its standout qualities including:
- Its finesse of natural language processing
- The AI’s ability for reinforcement learning with human feedback
- Unrivaled accuracy and versatility
The ChatGPT-sized hole in your marketing strategy and what it means
With the onset of ChatGPT, this means we cannot risk going about digital marketing the same way we did a year or so ago. It’s important to make room in your strategy if you are to stay ahead of the curve:
Here are a couple of ways this AI language model is changing the digital marketing landscape as we know it:
- ChatGPT is now the first contact point for new leads, proving a new asset in customer service and elevating customer engagement.
- Some marketers are reliant upon the AI model for content ideation, as well as generation
- ChatGPT is also being leveraged to generate videos and other marketing visuals
The AI model also has the ability to increase digital marketing efficiency and efficacy as a result, helping to speed up turnaround while shoring up content quality. The biggest influence ChatGPT will undoubtedly have in your online marketing strategy is taking over iterative tasks and saving you time while accelerating productivity.
One Fortune 500 firm equipped staff with ChatGPT tools. Workplace satisfaction went up, as productivity rose by 14%. It may not seem like much, but the cumulative effect can have huge implications on the bottom line.
How ChatGPT is reshaping digital marketing strategies
Digital marketing often involves a lot of customer service. ChatGPT can step into tend to simple customer service operations, using automation to solve recurring low-level queries. The result is a decline in inappropriate queries and response times. The AI can then forward complex queries that require a higher level of intelligence to a human counterpart.
Beyond customer service, ChatGPT is also influencing digital marketing strategies in the following ways:
- Boosting personalization: you can use this AI language model to make sense of big data and better grasp specific customer needs and preferences. You can then deliver more engaging results that help to cement brand loyalty
- Enhancing lead nurturing: with over 50% of leads in favor of text messages over phone calls, the stage is set for ChatGPT to excel in lead nurturing. It can help generate creative ideas and personalized campaigns that improve conversions
- Content strategy suggestions: The AI model can also help you draft a content strategy from scratch. Of course, a lot of human involvement is necessary to ensure it meets your marketing goals and your target personas.
How you can use ChatGPT to catapult your SEO marketing strategy
Your marketing success largely depends on the tools you leverage. These choices can make or break your marketing journeys. ChatGPT is the shiniest new tool on the market that everyone’s lining up to take turns to try. But is it just a fad or is there any real value in using ChatGPT for SEO? Let’s find out more:
What’s your content ideation or research process like? For most people, this involves a lot of competitor research with much legwork. That’s where ChatGPT can be a lifesaver. You can query the model for popular topics around a niche or keyword, and results that would take you minutes or hours to obtain surface in an instant. And the best part is that you also get suggestions for the content outline.
Email marketing still reigns as one of the most profitable digital marketing channels with an ROI of 3600%. That being said, email marketing can be quite a tedious endeavor as it entails many recurring and tedious tasks.
A few ways ChatGPT can lend you a hand with the email marketing side of your strategy include:
- Creating email copy
- Personalizing email content in terms of content/product recommendations
- Drafting email subject lines
A single email campaign typically takes up weeks for over 53% of brands as per a Litmus survey. ChatGPT can take care of many of the tasks therein and reduce the turnaround time for your email marketing campaigns.
Drafting header and title tags
Even the most passionate reader can’t hold a candle up to ChatGPT, which has trained on countless data sets. It has learned from millions of articles and therefore has somewhat mastered the formula of what makes title tags and headers pop. You can rely on ChatGPT to generate ideal title tags and even request that the headline or title have specific keywords for good measure.
Additionally, ChatGPT can also help you to optimize headlines for your previous articles as well. Just feed it the article URL and stand back and watch the magic. The AI will generate a couple of title suggestions and you can choose the one that you feel best meets your needs or adds more SEO value to the content.
Creating meta descriptions
Did you know that Google rewrites meta descriptions for web pages over 70% of the time? It’s shocking and frustrating but true. As for the reasons, Google explained that it does so due to:
- Keyword gaps
- Poor page summaries in the meta description
- Trying to match search queries and intent
ChatGPT isn’t the magic bullet for poor meta descriptions, but it can certainly be a step in the right direction. It’s particularly handy if you have to write a ton of meta descriptions and beat a deadline. However, you want to be really specific with your instructions so that it adequately captures what each page is about, and also takes into account important keywords.
For your most important pages though, I highly recommend you write your meta descriptions the old-fashioned way: by typing it out and leaning on your creative flair.
Generating product descriptions
If your online marketing strategy revolves around an eCommerce brand, chances are that product descriptions make up important food for thought for you. For large stores selling thousands of products, most of them don’t bother with description content at all. It may be true that images are worth a thousand words, but good descriptions can help seal the deal. Every digital marketing agency can vouch for the ability of quality product descriptions to boost conversions.
ChatGPT can also once more come in handy for product descriptions. As it stands, many brands simply copy and paste information as is right from the manufacturer’s website. ChatGPT, however, can help create unique descriptions that can elevate SEO performance and help you create product info that stands apart.
The risks of using ChatGPT in your marketing strategy
It’s not all roses and sunshine with ChatGPT. There’s no denying that this AI model can uplift your marketing strategy in several ways, but there are two sides to this coin. In this section, we’ll also discuss the shortcomings of using ChatGPT for digital marketing:
This AI language model lacks the ability to keep in mind the context of your demographic or target audience. Therefore, marketers stand the risk of tonal discontinuities that make the content feel offbeat and disconnected, thus putting off readers.
Moreover, when it comes to keyword research, it’s safe to say that a lot more human oversight is required. From my research, ChatGPT doesn’t always make the right choices of keywords. For instance, the algorithm recommended keywords with 100 KD (keyword difficulty) upon prompt of the right keywords that would help a new website rank faster. Obviously, this means that digital marketers need to also double-check any keyword suggestions from ChatGPT with keyword tools.
2. Risk of obsoleteness
ChatGPT completed training sometime back at the start of 2022. That in itself already raises a few red flags, because keyword popularity and search engine ranking change so frequently with seasonal trends, algorithm updates and so.
This consequently opens the door for:
- Lower-quality content due to relevance concerns
- The inability to quickly capitalize on market shifts and trends
- Missed sale or conversion opportunities as a result
It also means that ChatGPT is blind to information released anytime thereafter.
3. Drowning in the crowd
In a world where all brands tap into ChatGPT for content creation, one particular concern becomes apparent: similarity. Essentially that would mean both you and competitors are making use of the same “writer” who’s getting all his information from the same data sets. Consequently, you stand the risk of losing your competitive edge.
4. It can spread misinformation
ChatGPT can’t discern fact from fiction. It cannot filter out what’s true from what’s false. Instead, it only captures what’s most popular, even if that may be misinformation. So, ChatGPT has the potential to repeat misinformation. Additionally, it can’t add new ideas to content or discussions but just regurgitate what’s already out there.
Here’s the bottom line on how ChatGPT impacts your marketing strategy:
- ChatGPT can help collect data for marketing personalization
- You can use ChatGPT to write product descriptions & for content ideation
- ChatGPT can kickstart keyword research but human input is necessary
- It can also be a valuable tool for generating marketing visuals & SEO
- The AI model is most suitable for low-level iterative marketing tasks
- ChatGPT has its shortcomings like being outdated, generic & undiscerning
- A lot of human involvement is still required with ChatGPT in the picture
ChatGPT’s influence is significant and it’s proven itself as a must-have tool in the asset of any formidable modern digital marketer no doubt. Heck, if you’re not using it right now, you should find ways to incorporate it into your workflow stat. However, the biggest mistake most marketers make is allowing ChatGPT to run everything for them on auto-pilot. This impressive AI tool should be part of your marketing strategy but it should not be your marketing strategy. ChatGPT is a valuable tool that can help eliminate monotonous tasks from your plate, that’s for sure. But it’s no substitute for human ingenuity and innovation. If you truly want your digital marketing strategy to stand out, use ChatGPT with a large dose of human discretion.