Marketing in companies in 2023 makes ChatGPT.
Really now? Is that right? ChatGPT: Marketing is dead? Has no stone been left unturned in the marketing guild since November 2022 because chat.openai.com is revolutionizing or about to blow up the industry? Like the car did to the stagecoach? Questions à la “Does an AI technology like ChatGPT mean the end of the copywriter?” point in that direction.
Whoever believes that ChatGPT replaces good marketing in all its facets also believes that after buying a Steinway piano, Rachmaninoff Piano Concerto No. 3, Op 30 will automatically sound in the living room at home. All by itself. Of course, this is not so. ChatGPT is more like a musical instrument than the stagecoach mentioned initially. So no: Marketing in companies in 2023 is NOT done by ChatGPT.
Translated with www.DeepL.com/Translator (free version)
First of all, companies that fire their marketing specialists are now ill-advised. Very badly, in fact. Like those who don’t take advantage of ChatGPT, as I did when writing this post. Because ChatGPT can do a lot, just not “thinking” or only linear and not around the corner and certainly not disruptive. The latter prevents ChatGPT from developing solutions: Our world is characterized by erratically high-frequency disruptions, including the marketing world.
Nice bon mot in this context: “With Open AI, you become stupid faster and more efficiently.” Reminds me of “With computers, you can err faster and more accurately.“ ????
In the end, it was not AI that wrote this article, but a human being with a background of experience, a mental coordinate system, and the cognitive ability to evaluate facts and anticipate the resulting consequences. And a few more things, but more on that later.
By the way: Even ChatGPT sees it that way – attached statement of version 3 on the request to write an apology to the marketing industry because it might lose jobs in the future due to the triumph of artificial intelligence:
In the end, it was not AI that wrote this article, but a human being with a background of experience, a mental coordinate system, and the cognitive ability to evaluate facts and anticipate the resulting consequences. And a few more things, but more on that later.
By the way: Even ChatGPT sees it that way – attached statement of version 3 on the request to write an apology to the marketing industry because it might lose jobs in the future due to the triumph of artificial intelligence:
Original ChatGPT.: “Dear Marketing Industry. We apologize for the concerns that our technological advances may raise regarding job displacement in this field. We understand the value and importance of your work and want to assure you that it is not our goal to humanely replace talent but rather to support and enhance it.”
This becomes understandable when you ask yourself what marketing actually is at its core. Or, even more pointedly, what constitutes a good marketing strategy? I simply asked about this. Where? At ChatGPT! And it reads as follows:
Good marketing is a strategy that aims to appeal to a target audience and convince them of a product or service. A successful marketing strategy should address the target audience’s needs, wants, and problems and provide valuable solutions.
Here are some characteristics of good marketing:
1. Targeting:
Good marketing starts with a clear definition of the target group. A successful marketing strategy should focus on the needs and desires of the target group and have a relevant and appealing message.
2. Creativity:
Good marketing requires creativity to create a unique and engaging message that stands out from the crowd and grabs attention.
3. Consistency:
A successful marketing strategy should consistently build brand awareness and reinforce the message. A consistent message and visual identity help keep the company or product in the target audience’s minds.
4. Customer centricity:
Good marketing should focus on the needs and wants of customers and provide solutions that are of value to them. A customer-centric marketing strategy helps to gain the trust of the target group and increase customer satisfaction.
5. Measurability:
A good marketing strategy should be measurable to evaluate and adjust success. Measurable KPIs (Key Performance Indicators) such as conversion rate, reach, or cost per lead help evaluate the marketing campaign’s success and make future decisions.
Overall, good marketing combines creativity, customer-centricity, consistency, and measurability to engage a target audience and convince them to buy a product or service.
Wow. Not bad. Replaces reading guidebooks, tutorials, and the like. Anyway, if I didn’t know anything about marketing by heart, I’d have good pointers on what to do when I want to develop and implement a marketing strategy. Then I’m sure ChatGPT can tell me specifically what I need to do marketing-wise, for example, to move a recruiting company forward.
So, I just ask: Write me a marketing strategy for an executive search company.
You’re welcome! Here is a possible marketing strategy for a recruitment company:
1. Target group analysis:
Start by defining your target group and understanding their needs and problems. Target groups can be, for example, executives, HR managers, or professionals in specific industries.
2. Positioning:
Consider how to differentiate yourself from your competitors and what advantages you offer your customers. Position yourself as an expert in your field and emphasize your expertise and experience.
3. Content marketing:
Create relevant and informative content to engage your audience and position yourself as an expert. Publish this content on your website, blog, and social media channels.
4. Search Engine Optimization (SEO):
Optimize your website and content for search engines to appear in search results and generate more traffic.
5. Social media marketing:
Use social media like LinkedIn, Xing, or Twitter to engage your target audience and share your content. Make sure your profiles are professional and engaging.
6. Email marketing:
Send regular newsletters and email campaigns to inform your target audience about news and developments in your company and the industry.
7. Event marketing:
Organize webinars, seminars, or networking events to demonstrate your expertise and meet potential customers.
8. Customer references:
Use satisfied customers to promote your services and serve as references. Post customer testimonials on your website and in your marketing materials.
9. Measurement and optimization:
Measure the success of your marketing strategy using KPIs such as traffic, leads, and conversions. Continuously optimize your strategy based on these metrics.
10. Final note
- I hope this marketing strategy helps you appeal to your target audience and position your recruiting firm for success.
That’s what I meant by the analogy to the expensive piano. That an excellent instrument has the potential to sound great is one thing. Yes, the concert grand sounds better than the out-of-tune piano from the attic. But you also have to be able to play virtuously. Lang Lang had to practice for a long time if this comparison is permitted here.
Open AI can do many things except be creative, not look into the future, and not arouse emotions.
After all, if I were actually faced with working out a marketing concept for this company, I would now very quickly have a checklist I would otherwise have spent half a day working on. One that is not specific to the business in question but is generic. One that is just as applicable to a fitness studio as it is to a cleaning company. But at least one that saves me time and ensures that I don’t forget anything once I’ve adapted it to the topic at hand.
Note: Open AI such as ChatGPT, BERT, XLNet, or ELOMo can make your work as a marketing expert easier. Routine tasks like creating an outline or researching facts can be done much faster. That’s nice because you can use this saved time: To qualitatively improve your marketing strategy with human intelligence and creativity – both things that are not inherent to AI and will not be for the foreseeable future.
Because now, I can work on the things that even CHATGPT-4 will not be able to do. I provide a better description of the target group for the personnel consulting and a USP derived from the company. I also include considerations that an OpenAI cannot know for content and search engine optimization.
When driving a car, no one thinks of determining the future path by looking in the rearview mirror. The result is that when you take the next bend, you’re sure to end up at the tree, even though the road was so straight until just now. In short, ChatGPT is unsuitable for recognizing and reacting to disruptive processes.
Never stop creating.
Ultimately, good marketing is a craft that uses creativity to create things that will never be accessible to an OpenAI. A good marketing strategy always appeals to the emotional and rational levels; this is no different with a health service than with a website for investment banking. And in this regard, AI is dumb and will remain so. Emotional intelligence remains the preserve of humans. In other words, the IQ of AI can hardly be beaten, the EQ is miserable.
Of course, you can also have a company logo designed from an AI construction kit, but you don’t have to be surprised that it looks like countless others before it. Or you can commission someone who can do this, puts more into it than just a combination of typos and graphics, and helps as a “creative designer” to create a real, unmistakable brand identity. The same or analogous applies to topics such as brand code, corporate design, advertising films, or even since we have already had the topic of recruiting, for social media recruiting.
What remains to be said: Make your marketing even stronger! Use Open AI as an efficient tool by delegating routine work to a chatbot. And thus gain the time to be even more visionary, innovative, and creative.
ChatGPT: Marketing is dead. Long live marketing.
All humans out there: Never stop creating!
