How should marketers properly utilize ChatGPT?

ChatGPT's capabilities have been widely recognized. How can it help marketing? Its content output has obvious limitations. Will it affect its role in content work? The author of this article experienced the functions of ChatGPT as a marketer and tried to apply ChatGPT's core advantages and data capabilities to marketing. It is suitable for those who are interested in marketing and artificial intelligence.

Currently, using ChatGPT in China requires climbing over the firewall and purchasing an account, which is not very convenient. With the help of my friends, I tried ChatGPT and shared my experience with you. At the same time, I also had some new ideas about its application in the marketing field.

ChatGPT's answer can be said to be flawless. Even if it doesn't know the specific answer, it will tell you that although I don't know the specific answer, I can help you find the correct answer, such as what tools to use.

Even if it provides an answer, it will say that my answer is for reference only. The actual situation may be different depending on local policies. It is recommended that you consult local agencies... In short, there is no obvious flaw, but you always feel that something is missing. There are several points for reference in the application of ChatGPT in vertical fields such as corporate marketing:

1. It is better than search engines for finding results for simple questions

When you search on a search engine, it displays various search results. These results come from different sources and channels. You must determine which result you want. When using a search engine, inevitable advertisements will appear in the search result options.

The more popular the search term, the more ads there are, and the more time you need to spend to get real and accurate information, the lower the efficiency. ChatGPT is different. You can directly get the results of any question you enter, eliminating the energy of screening and judgment, and improving the efficiency of finding results. For example, if I enter what the marketing trends are in 2023, it can also tell you everything, but the answer is rather stiff.

2. Content marketers can find inspiration through ChatGP

Content production may be the most substitutable marketing field. Copywriters create a lot of text every day, including advertising copy, articles distributed on social media, and blogs. Currently, if you enter a certain topic and ask for copywriting, ChatGPT will basically give you a correct and standard answer with a framework and logic. Therefore, for basic copywriting, copywriters can completely find inspiration through ChatGPT and complete some basic creative auxiliary work.

For example, as part of SEO optimization work, SEO personnel need to add meta title and description to web pages and give corresponding keywords. ChatGPT can fully output the corresponding title and description of the corresponding web pages, which can greatly reduce the manual workload.

3. For senior managers, ChatGPT is a good tool to improve work efficiency

For example, a digital marketing director needs to set up a marketing organizational structure and build a team. If you input the question “How to build a digital marketing organization?”, ChatGPT can output a very complete and logically rigorous answer, such as: the first step is to set goals, the second is to evaluate resources, and the third is to determine technical requirements… It is better than an expert, but lacks insight into human nature.

Therefore, it can provide a basic framework for senior managers to refer to, help improve their ideas or serve as a starting point for thinking. If it can be used well, it will undoubtedly help managers improve their work efficiency. It can provide a basic low-profile version, and in-depth analysis and application on top of it require managers to demonstrate more industry accumulation, business insight and foresight that cannot be replaced by machines.

However, ChatGPT still lacks the ability in the following key elements of marketing. In my previous article, I elaborated on the "Five Core Elements for Creating World-Class Marketing Standards". Four of the five elements cannot be replaced by artificial intelligence, such as the ability to collaborate, in-depth understanding of customer characteristics, focus on refining value propositions, conveying effective information, measuring and analyzing, generating insights and adjusting behaviors.

1. Insight into the market and customers

The ceiling of marketing is insight. In my opinion, ChatGPT's output ability is more mechanical, "won't make mistakes", serious and methodical output, but lacks deep insight. Marketing action plans are based on a deep understanding and insight into customers, which ChatGPT cannot do at present.

What customers need and what pain points they have all depend on marketers' regular market surveys, careful observations, and in-depth communication with customers to build insights and cognition, which cannot be replaced by artificial intelligence technology and machine algorithms.

2. Ability to extract value propositions through scenario substitution

Content is king. The underlying logic of content production is to convey the brand's differentiated value proposition and provide customers with valuable information. A key element in this process is the scenario. Content that hits the customer's pain points is produced based on user needs and usage scenarios. ChatGPT cannot do this either.

Even if the questioner can give some scenario hints, it is still difficult for ChatGPT to produce specific content based on the given scenario. The ability to substitute scenarios is very important. For example, the deployment of marketing tools requires the implantation of business scenarios, content production needs to be based on user pain point scenarios, and data analysis needs to be combined with business goals, scenarios, and business activities to obtain meaningful insights. The same set of data may have different results and meanings when analyzed in different scenarios.

3. Combine data analysis and insights with business scenarios

In terms of data analysis, ChatGPT can tell you the methods and tools, but the actual data analysis and data insights combined with business scenarios still need to be done by marketers themselves.

For example, if I ask you to help me analyze the traffic of Honeywell's official website, its answer is: "I'm sorry, as an artificial intelligence language model, I can't actually analyze it, but you can use the following steps: 1. Set up a website analysis tool, use Google Analytics, to track website traffic and behavior data."

Therefore, it will not replace the work of data analysts for the time being. Data analysts still need to output key insights based on their understanding of the business to help marketing managers make decisions.

For entry-level marketing personnel, ChatGPT will tell you that the work and methods are extremely easy to use and help you get started quickly. However, the strength of senior marketers has always been based on step-by-step accumulation, the continuous sharpening of business sensitivity, continuous improvement in professional skills, and continuous improvement of soft skills such as communication, thereby gaining comprehensive capabilities. Artificial intelligence represented by ChatGPT can never replace the acquisition of comprehensive capabilities.

To summarize the core points of this article, the core advantages of chatGPT are:

1. It saves time and effort to find results for simple problems, and has high productivity
2. Content production may be the most alternative marketing field. Content marketers can find inspiration through ChatGPT.
3. For senior managers, ChatGPT is a good tool to improve work efficiency

However, its application in the marketing field is still very limited, as shown in:

1. Insight into markets and customers
2. Ability to extract value propositions through scenario substitution
3. Combine data analysis and insights with business scenarios

Your efforts, information extraction ability, memory, and work efficiency cannot compete with machines. This requires future employees to not only be marketers but also improve some soft skills such as insight, judgment, and decision-making. It is not wrong to work hard on the right track and use tools to serve your work.

Author: Zhu Jingyu, WeChat public account: Jade Digital Marketing