4 Ways Brand Marketers Should Harness ChatGPT — Or Risk Being Left Behind
Generative AI has taken the world of marketing, advertising, and technology by storm. In industries where speed and accuracy are essential, brand marketers are finding creative ways to use tools like OpenAI’s ChatGPT and Google’s Bard to interact with consumers in conversational dialogue and personalize messaging at scale.
According to a recent survey by Chief Marketer, 51% of marketers are using generative AI tools to drive business growth, and 23% say they use them frequently. Those brands marketers that aren’t investing in the technology risk being left behind, as competitors find even smarter ways to use AI and machine learning to advance their data-driven processes.
To find out more about how brand marketers should be harnessing generative AI right now, we went directly to the source. CData Chief Marketing Officer Eric Madariaga and Colorado SEO Pros Founder and CEO Chris Rodgers have become leaders in their industries, each working to push new generative AI technologies forward among marketers and their c-suite clients. Here are their best strategies and reasons why brand marketers and advertisers should be learning to harness tools like ChatGPT.
Connect elements of internal marketing data
“Organizations are increasingly looking to connect generative AI with internal business systems and data to improve customer experiences, streamline marketing operations, and enhance all kinds of sales and marketing initiatives. As an example, take the recent plug-in release from the marketing data platform, Clearbit. By connecting elements of internal marketing data with generative AI, marketers have the ability to close the gap in skills needed for employees to access and analyze data – allowing anyone to gain insights from marketing data.” – Eric Madariaga
Augment content creation
“AI will transform the way people search, as Bing Chatbot Copilot, Google’s Bard and other search-engines more fully integrate AI chat into the search experience. AI has been used on the SEO side for many years as well, from enterprise SEO platforms, SEO toolset, to now ChatGPT and a variety of other AI content generation platforms. These technologies can provide efficient ways to analyze data, provide custom SEO metrics and estimates and are a powerful tool to help streamline basic SEO processes and augment content creation. As we move forward into the future, it’s clear that AI will continue to advance, and the most simple aspects of SEO, content, and digital marketing will begin to be automated. This presents an opportunity for SEO professionals to evolve into a channel that more closely aligns with traditional marketing and is more strategic in nature.” – Chris Rodgers
Secure basic data architecture
“The first step towards harnessing the power of AI is to make sure that your data architecture will support the addition of AI technologies. This means not only making sure that data is available and well-structured, but governed and managed as well. For example, the last thing you want to do is accidentally connect this technology with private data and have that surface through unprotected user queries. Prioritizing data management, connectivity, and governance will set up your marketing team, and organization as a whole, for success with AI in the future.” – Eric Madariaga
Generative AI produces meaningful results
“If SEO marketers try to chase rankings by posting auto-generated content that merely takes up space on the SERPs, they will eventually lose. If, instead, we help users fulfill intended actions, and thoughtfully usher them toward solutions with real value, the user wins, the business wins, and ultimately the search engine wins. Practitioners who use modern SEO tech to deliver business-centric strategies with a marketing focus will have more meaningful results that set them apart from the pack. Process-driven SEO will likely go by the way of automation and become commoditized even more. It’s time to get more advanced and use human creativity.” – Chris Rodgers
Build targeted lists by asking straightforward questions
“With advances in AI, there is no need to pull in someone from operations or a data engineer to gain insights from internal marketing data. Instead, sales and marketing professionals can, for example, build target lists simply by asking straightforward questions. This will make becoming a data-driven organization much easier, and enable marketers to build personalized, resonant experiences for their customers and prospects. And this technology is not limited to platform advancements. Plug-ins for office tools like Excel and Google Sheets are bringing these technologies to every business professional. This gives analysts and knowledge workers a powerful tool to augment their workflow and improve efficiency.” – Eric Madariaga