Where ChatGPT Belongs in Your Marketing Strategy
As ChatGBT usage becomes more widespread, we’ve found ourselves frequently debating how to incorporate it into our marketing strategies, as well as navigating how clients have adopted it to fine tune their thoughts when it comes to copy, idea generation and offering feedback.
Although ChatGBT can be a helpful collaborator and brainstorm tool, it’s important to remember that it cannot replace critical thinking, both within an agency and in how businesses interact with their marketing team.
We’ve put together a quick guide for when ChatGBT can enhance your creative process, and when it’s best to proceed with more caution if clients are using it:
Helpful Ways to Use ChatGBT:
Brainstorming: in many situations, AI can act as an extra team member to help bounce ideas around or organize campaign concepts.
Opening new doors: ChatGBT can also identify new research avenues, approaches or solutions to explore when putting together more complex campaigns.
Building upon existing ideas: AI is most effective when building on existing ideas, helping refine and complete campaigns rather than create them from scratch.
When to be Wary of Clients Using ChatGBT:
Offering feedback on copy. Although ChatGBT can remember brand guidelines and write and analyze copy based on them, it cannot replace the skills and strategies copywriters have spent years honing. If clients use the tool to suggest copy edits, they run the real risk of reducing the effectiveness of the original copy and strategy.
Using it to drive a tactical strategy without considering the larger marketing strategy. ChatGBT cannot comprehend all of the elements that make up a successful marketing campaign. Be careful of clients using ChatGBT to drive their feedback on marketing strategy instead of using real data or logic.
Using too simplistic prompts to provide feedback without giving the full context. If clients are using ChatGBT without explaining every single detail of the marketing plan, the feedback is not relevant as it cannot account for all of the strategic elements put in place and why they’re there.
All in all, we love using the tool but think it’s important to remember that strong strategy and direction must come first. ChatGPT can’t replace the expertise of professional marketers, but it’s a powerful asset for enhancing and expanding already formed ideas.
