What marketers should know about ChatGPT

In January 2023, ARD and ZDF's Morgenmagazin (MOMA) had several reports about ChatGPT and showed, among other things, how the AI chatbot virtually put an amazingly beautiful “fairy tale about a cat and a wolf with 4,000 characters” on paper in no time at all.

ChatGPT also opens up new opportunities - but also challenges - for marketing managers, agencies and other content creators. At its core, tools like ChatGPT could fundamentally change the way marketers search for information and turn it into relevant content for their target audience. However, the latest version of the program, GPT 4, now uses insights and data from previous versions to provide optimized responses.

For the most part, editors, copywriters and content creators of all kinds still don't know what to make of ChatGPT and its possibilities. Will the tool make their work easier or will human specialists slowly but surely become superfluous? We at Evernine certainly see the advantages of AI-based software. News, short teaser texts and inspiration for suitable headlines - all this is easier to do with the right use of ChatGPT. But does that mean it replaces the content department or agency?
Marketing content, as we understand and offer it as an agency, always pursues a specific goal: reaching a predefined target group in order to address them precisely at the point in the customer journey where they are. This so-called funnel marketing therefore only works with differently formulated campaign texts: customers who are far out in the funnel are reached more through painpoint-oriented, general content, whereas target persons who are further in the funnel must be addressed directly and in a USP-oriented manner, focusing precisely on their challenges. These campaign texts, which are created as required, are usually linked to a specific action that is marketed with the content.

 

Creating targeted content therefore requires in-depth analysis and preparation in order to reach the desired target groups and make the campaign a success. This is where ChatGPT reaches its limits. Without human support and the necessary expertise of a full-service agency like Evernine, the technology can deliver grammatically correct and well-written content, but will not achieve the desired precision and impact of a funnel-optimized campaign text.

OpenAI, the company behind Chat GPT, has now fixed some of these vulnerabilities with version GPT 4 and added enhancements. The tool works more securely and faster and is now able to process images instead of text as input and formulate new content from them. In addition, it now also provides images based on textual input, for example to create rights-free logos and symbols quickly and easily. This also expands the areas of application for marketers. According to the developers, the error rate in relation to program responses has also been further reduced. In initial tests, however, the latest version hardly performed better or even worse than its predecessor. In-depth checks by human colleagues of the AI are therefore still necessary for a profitable use of Chat GPT.

Ultimately, new services like ChatGPT offer an exciting glimpse into the potential future of AI: a future where marketers can spend less time on less important tasks and more time strategizing, analyzing the customer journey, creating targeted content and interacting directly with the intended audience.

But for now, there are still some challenges to efficient use. If used without careful review of the information, marketers could end up publishing incorrect, biased or inaccurate content for their target audiences, which runs counter to the goal of funnel-optimized targeting and, at worst, can lead to distrust of the brand as a whole.

So those responsible need to exercise good judgment and provide their content with their own strategy, storytelling and tone of voice in order to continue to resonate with their target audience. This requires the support of an experienced and excellent full-service agency. Evernine is happy to provide strategic advice on how to use ChatGPT and create successful funnel marketing content.