ChatGPT in the Context of Digital Marketing

Digital marketing has seen a significant contribution of AI through predictive and targeted content, chatbots, and image recognition for customer satisfaction. The name ‘ChatGPT’ has been buzzing around for quite some time, especially to boost online marketing activities. It is an artificial-intelligence intelligence-powered engine, and its capability to understand and respond to natural language gives it an edge over other AI tools.

Unlike search engines, ChatGPT is much more elaborative in response and offers more dynamic and in-depth information to its users. Its human-like text responses, code creation, language translation, and other features make it demanding in several fields. Moreover, the ability to provide personalized content, automated replies to customer queries, in-depth research information, etc., makes things easier for running content marketing campaigns.

About ChatGPT

ChatGPT is a prototype dialogue-based AI chatbot developed by OpenAI, an Artificial Intelligence research company. It is a chat generative pre-trained transformer that can understand and respond to natural language. The tool follows a question-answer format and produces answers that can be used as the core of research data for in-depth writing.

ChatGPT, based on GPT 3.5, is a language model that uses deep learning to produce human-like text. It is trained on an Azure AI supercomputing infrastructure and remembers earlier comments during the conversation and recounts them to the user.

The model also uses the Reinforcement Learning from Human Feedback (RLHF) technique, from reinforcement learning to directly optimize the language model with human feedback. RLHF enables the language model trained on a general corpus of text data to align with those complex human values.

Is It Free or Paid?

ChatGPT is free to use. However, OpenAI has also launched a paid version of ChatGPT known as ChatGPT Plus. You can access the model on a mobile browser, laptop, and desktop.

Broad Use Cases and Features of ChatGPT

ChatGPT, based on Natural language processing and Natural language understanding (NLP/NLU), makes it useful for tasks, like answering inquiries and replies, language translation, text summarization, and fixing and troubleshooting.

Here is the list of a few most-talked features of ChatGPT, increasing its demand as an AI-powered bot:

Ability to Create and Fix Code

The model can write code in various languages like Java, C/C++, etc. It can build the code from scratch or add to the already created piece of code, fix it, or create a new piece of content using it. The real-time feedback feature of ChatGPT extends its scope in coding capabilities.

Create Marketing Content

We can apply ChatGPT in the digital marketing sector for creating individualized content, automating responses to customer questions, creating content for email marketing and social media marketing, or leading clients through the buying process. 

Translate Content

ChatGPT’s feature enables it to translate a text set quickly and accurately into any other language like Spanish, French, etc. 

Create Recipes

The consumer-oriented, data-driven, and predictive features of ChatGPT make it like Apple’s Siri and Amazon’s Alexa. It makes the model capable of creating recipes based on the user’s demand. 

General and User Research

ChatGPT interacts conversationally and is a powerful tool for general research. It helps in user research by conducting user interviews, generating user personas, and getting feedback on a design concept. 

Summarize Content 

ChatGPT can summarize content from a large source like Websites, Movies, Stories, etc. You can fix the length of the summary. The longer the summary more details it contains about the subject. 

Create Fictional Stories

You can create fictional stories with ChatGPT by generating a prompt template. Add the basic story structure, including details for the genre, protagonist, antagonist, conflict, dialogue, team, tone, and pacing to get a copy. Though the copy needs a bit of editing and it is ready.

What ChatGPT Brings for Digital Marketing

The application of AI in digital marketing ranges from marketing campaign planning and fetching competitor analysis data to marketing analytics. And ChatGPT being a generative AI tool, offers many usages for digital marketing, simplifying and scaling marketing efforts.

What We Can Do with ChatGPT for Marketing

ChatGPT is a very versatile and capable tool in digital marketing. However, its effectiveness and utility depend on how we employ it. Some of the ways how ChatGPT supports digital marketing are as follows:

Audience Research

ChatGPT supports digital marketers in streamlining their market research and provides a solid foundation of audience insight. It collates and analyses a large volume of data and identifies standard customer segment characteristics, behaviors, and preferences. By providing some basic information about the industry or business, ChatGPT can generate the target audience demographics, like age, gender, location, educational level, and other relevant factors. 

Data Analysis

Digital marketers can analyze large sets of data with ChatGPT and analyze trends, patterns, and insights. The tool can analyze customer reviews, social media posts, and other content to identify trends within an industry and help understand customer sentiment and preferences. It also helps forecast sales by identifying trends and patterns based on past data and simulating different outcomes of several marketing and pricing strategies. 

Content Creation

With ChatGPT, creating top-notch content for social media, blogs, or email marketing campaigns has become very easy. The tool can create content from the perspective of a human and devoid of errors. It suggests headlines, opening sentences, and even complete paragraphs after you suggest any topic or keyword. You can generate customized marketing messages for the target population with ChatGPT, edit them, review them, and you are good for publishing.

Personalized Customer Experience

By giving enough context and information about the recipient, such as location and past purchase behavior, ChatGPT can provide recommendations for products or services tailored to individual interests and needs. Businesses can create unique experiences for new audiences and increase their engagement and trust. 

Customer Engagement

ChatGPT provides a quick, informative, and natural response to customer inquiries helping businesses improve customer engagement. When a customer fails to understand your product, the tool can provide details about the product and support decision-making. 

SEO Optimization

ChatGPT supports generating research, keyword research, and analysis for writing SEO-focused blog posts, articles, and landing pages. It’s good understating of the search intent and good SEO title suggestions, managing and composing analytics reports, etc., help in search engine optimization (SEO).

Planning and Executing a Digital Marketing Campaign

ChatGPT helps develop a digital marketing strategy tailored to unique goals and audiences. It suggests the most effective channel for a particular campaign and monitors and analyzes campaign performance. The tool can remember past interactions with a client, provide follow-up interactions, and suggest alternative actions, increasing the chances of lead generation.

Limitations of ChatGPT for Marketing

Even though, ChatGPT has impressed digital marketers with its AI capability, but has certain limitations and drawbacks, demanding human effort to run an effective digital marketing campaign. 

• Information Inaccuracy – ChatGPT is not a search engine and gets trained continuously to increase the accuracy of its responses. It cannot decode and adapt to specific inquiries proving wrong and irrelevant texts and provides inaccurate information in a few cases.

• Fails to Grasp Emotions – The tool cannot grasp human emotions. And incapable of answering on topics related to emotions and feelings directly. For example, writing a blog on a serious subject involving human emotions like death requires human intervention.

• Limited and Timely Information – ChatGPT cannot provide data or information on current and future occurrences due to limited information. It is limited to timely information due to data feed to the tool. 

• Critical Knowledge and Reasoning Constraint – The tool cannot distinguish data or retrieve new information like humans. It performs on the past feed information and cannot provide updated information and think widely.  

Marketers Can Use ChatGPT to Revolutionise Their Marketing Efforts

ChatGPT brings numerous benefits to digital marketing if used strategically. Since there are pitfalls and drawbacks to the software, therefore, we need best practices for using ChatGPT’s AI features in generating ideas, content, data analysis, and digital marketing efforts to gain a competitive advantage.