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  • Writer's picturemichal yogev

Is ChatGPT by OpenAI a Marketeer's New Extension?

Updated: Aug 7, 2023


Is ChatGPT by OpenAI a Marketeer's New Extension?

The news of ChatGPT spread like a wildfire quickly crashing the company's servers only to boost the talk and speculations about it even more. As a marketer, I had a presentation to put together for a meeting and it was then that I decided to try ChatGPT, and see what I can come up with for my presentation. Here are my two cents:

Surface vs. Depth

I wanted to get information on market segments that rely on web traffic for their business. I typed "market segments that depend on web traffic" and I got the following reply:

1. Business-to-consumer (B2C): These sites sell products or services directly to consumers, such as retail websites like Amazon or eBay. 2. Consumer-to-consumer (C2C): These sites allow consumers to sell products or services to other consumers, such as Etsy or eBay. 3. Business-to-business (B2B): These sites sell products or services to other businesses, such as wholesale marketplaces or trade directories. 4. Consumer-to-business (C2B): These sites allow consumers to sell products or services to businesses, such as freelance job boards or stock photography websites. 5. Mobile commerce (m-commerce): These sites are optimized for mobile devices and allow consumers to make purchases through their smartphone or tablet. 6. Social commerce: These sites use social media platforms to facilitate transactions, such as by allowing users to make purchases directly through Facebook or Instagram. 7. Subscription-based: These sites offer products or services on a subscription basis, such as monthly box subscriptions or streaming services. 8. Drop-shipping: These sites act as intermediaries between consumers and suppliers, forwarding orders to the supplier and shipping the products directly to the consumer. 9. Crowdfunding: These sites allow consumers to contribute money to fund a product or service, such as Kickstarter or Indiegogo.


As you can see, the reply is not a wrong one, but a very broad reply, so broad in fact that it can never be wrong. The list provides either general markets such as B2B, B2C that can rely on web traffic but do not necessarily depend on it. Social commerce or e-commerce is obvious, but again so obvious and so broad that, to me, had no added value.

I tried to phrase my question differently, more specifically but got the same response in a different format. It did however provide me with a new angle to approach the task by taking a relevant market segment I already had as an option such as marketplaces and drilling for the leading marketplaces. In reply I got this: 1. Amazon 2. eBay 3. Alibaba 4. Etsy 5. Airbnb 6. Uber 7. TaskRabbit 8. Upwork 9. Thumbtack 10. Fiverr 11. Craigslist 12. Depop 13. Poshmark 14. Shpock 15. Letgo 16. OfferUp 17. Carousell 18. Wallapop 19. Vinted 20. Depop


This is more like it! The list did hit the mark, however, it can be obtained through Google as well. I'll make it short and save you the fatigue, in my experience, ChatGPT answers almost every question or request you type, provided you're specific to a point where most of the research needs to be conducted prior to chatting with ChatGPT. I suppose turning to ChatGPT, at this point should be on specific matters or broad ideas only such as: · Keyword searches for social media

· General content ideation

· Anything that has to do with formulas: conversion formulas, tracking formulas, etc.

· Data and facts


A few things to keep in mind:

· Data of ChatGPT is relevant for 2021, so if you're searching for updated content you'll have to use additional sources as well.

· ChatGPT collects available data without verification. This makes it very susceptible to distorting reality.

· ChatGPT does not specify the source of the collected data which may raise trademark and plagiarism issues.


ChatGPT Content Marketing

By now we all know that content marketing needs to be focused, empathetic to our customers, personal, and with a unique tone of voice. Some would argue that ChatGPT would be very capable of learning the tone of voice over time. For me, I believe content is a delicate process of choosing the right word based on subtle nuances that are just right for our customers or targeted audience. Based on my above experience with ChatGPT, I doubt such subtleness and precision in creating the right content can be achieved through ChatGPT. If you are looking for quantity in content, then this could work for you, however, quality content is what strikes a chord with targeted audiences and at this point and time, quality content is not something I would bet on here.

And yet, there's nothing like the human mind

Creativity

Creative and out-of-the-box ideas and thoughts, I believe, are still reserved for the human mind. ChatGPT can come up with creative images, but it needs specific instructions on what it is we want it to create. Instructions should be very precise, creativity and the creative process is not necessarily precise. Ideas therefore will come from humans, implementation, based on very specific orders and instructions can be implemented by ChatGPT, but then again, only to some extent.

Empathy

Empathy, such a vital component in quality content, storytelling, and brand vision is something ChatGPT is not designed for. The reason I'm pointing this out is that I've heard many declarations that ChatGPT and the like will be the solution for "feeding the digital beast" with content. With empathy being such a vital component in quality content, in my opinion, ChatGPT is still a long way from generating content for people to relate to.

Opinion

Forming an opinion based on verified and sound data and content is still reserved (thankfully) for the human mind. An opinion is subjective and subjectivity based on personal experience is what makes this world and each and every one of us unique. The same is true for conclusions, debating, and communicating on multiple dimensions is what gives content its true value.

Last Thoughts

There are many discussions on how ChatGPT and A.I altogether will affect marketing. Will all marketing professionals still have added value in the world of ChatGPT and A.I.? I believe in the long run CHATGPT and the likes will be a great asset as part of our marketing content toolbox, as part of our brainstorming process, and as a great source of ideation.

Developing these ideas, establishing unique viewpoints, creating content based on experience, and communicating at micro, a local level where empathy and subtleness are still a long way from ChatGPT and the like and I doubt (or hope) these will remain as part of our human touch, and that's my opinion J.


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