Hear that rumble? Feel those tremors? Hold on tight because there's about to be a major shakeup in growth marketing.
No, it's not a new Google algorithm. Not a social media takeover. So what is it? It's a chatbot. Or, rather, it's the chatbot — the ultimate artificial intelligence that has the entire marketing world buzzing. We're talking about ChatGPT, and whether you've heard of it or not, it's about to change the way you market.
"A chatbot isn't going to do that," you say? You might want to think again. Chatbots are already revolutionizing the way brands interact with consumers, and the market is hot, hot, hot.
As the popularity of chatbots grows and AI capabilities evolve, more people are open to talking with bots — some of them even preferring the experience to talking with actual humans.
Still not impressed? Maybe we should dive into what makes ChatGPT so special...and why it's going to be a huge growth marketing disruptor. First...
What Is ChatGPT?
ChatGPT stands for "Chat Generated Pre-Trained Transformer." It's a chatbot launched in November of 2022 by OpenAI, and what sets it apart is how authentic it is to natural human speech. (It can also tell a mean joke.)
But ChatGPT isn't just a fun party trick (or a one-trick pony). According to OpenAI, what really makes ChatGPT different from the competition is "reinforced learning with human feedback" (RLHF) — which is what makes it sound so real. Here's how RLHF works:
Wondering just how intelligent artificial intelligence can actually be? You be the judge:
So, basically, ChatGPT can get a medical degree, become a lawyer, and kick some serious ass on Jeopardy!
Sound smart enough to handle your customer service?
Sure, but how will that contribute to brand growth? Let's find out.
How Will ChatGPT Shake Up Growth Marketing?
So, ChatGPT is the new kid on the block; it's the latest and greatest and the shiny new toy everyone wants to play around with. But can it be a part of your growth marketing strategy? You bet it can. And we're here to tell you why it should be one of the top growth marketing tools you use in 2023.
Enhanced Personalization
Personalization is one of the major marketing trends of 2023, but chatbots can sound, well, robotic. ChatGPT's human-like speech patterns and ability to recognize user interests and preferences means that it can write any copy for you that matches your brand voice. You'll need to give ChatGPT the right direction and guidance, but over time, it will learn what you like.
Effortless Lead Gen
You've got sales outreach templates, email campaigns, and surveys you need written. ChatGPT can create these for you in a snap. ChatGPT can also be the tool that gets more quality leads into your funnel on a consistent basis. You can use it as a widget, on a landing page, or through a website integration to engage with web visitors and collect their information.
Killer Customer Service
Most consumers don't want to wait in a queue for customer service — they want it now. ChatGPT can help your brand provide that if you integrate it as a chatbot on your site. It will allow you to offer service and support 24/7, so customers can get the answers they need without having to wait for regular business hours. Plus, ChatGPT provides service in a way that feels like a more natural human interaction, so it isn't as off-putting or frustrating as speaking with other chatbots. It's a great way to increase customer loyalty and satisfaction.
Seamless Automation
Marketing automation is the future, especially as many brands are trying to do more with less. With ChatGPT, you can automate numerous repetitive tasks, including appointment scheduling, answering FAQs, and order processing. This reduces the strain on your people and means you and they can spend time on more meaningful, high-value tasks.
Data Analysis
As a data-driven growth marketing agency, this one really gives us the feels. We are so excited that ChatGPT can provide data analysis — everything from customer interactions and demographics to preferences and purchase history. If your data is in a text format, ChatGPT can analyze it. The data will give you valuable insights into consumer behavior and empower you to make data-driven decisions for your brand and your marketing strategies.
Cost Savings
Oh, did we mention all this is free? Yep, you can use ChatGPT at no cost (at least for now). OpenAI has launched a paid tier for professionals that provides some added benefits, but you can get started exploring today for absolutely nothing. Plus, even if you do opt for the paid plan, it can't compare to the savings you'll net by reducing your need for customer service reps.
A Word of Caution...
Sound too good to be true? Yeah, we know. ChatGPT certainly offers all the benefits we mentioned above, but we'd be remiss not to mention some of the downsides, too. For instance, as ChatGPT is the hot new thing, it's often maxed out, which means you'll get a clever response to a random prompt (often some type of poem), but you won't be able to use the service.
And like all bots, it's important to remember that ChatGPT is not human, and it can't learn and respond in the exact ways a human can. In this case, that means ChatGPT isn't always up-to-date on current events and doesn't always know how to give an appropriate response.
OpenAI has indicated they are aware of some of the shortcomings and are constantly working on solutions, such as a safeguard to ensure responses aren't plagiarized and don't violate any copyrights.
Ultimately, ChatGPT is a game-changer for growth marketers, and it deserves to be incorporated into any growth marketing strategy. Exactly how it will be used as a disruptor and a force for positive change remains to be seen — but we're excited to be a part of it!
