In an era marked by the rapid rise of artificial intelligence (AI) use, understanding how to leverage AI in their day to day has become imperative for marketers aiming to stay at the forefront of their game. But stepping into the realm of AI in marketing feels like navigating a dense forest without a map– especially when using ChatGPT.
ChatGPT—a powerful tool that, when used correctly, becomes a marketer’s trusted ally. However, complaints about generic content might unveil issues of misuse or underutilization of ChatGPT’s capabilities. In this article, we dissect the top three mistakes often made by marketing teams when using ChatGPT for their marketing efforts.
Lacking Sufficient Context
Let’s demystify AI, especially ChatGPT, using a straightforward comparison. Think of AI as a highly capable assistant—it excels at its tasks but relies heavily on context, similar to how we appreciate starting a conversation from the beginning.
Without a robust foundation of information, chatGPT struggles to generate meaningful insights. This can be particularly apparent in marketing. Marketing as a fundamental business activity requires more creativity than the most. This makes examples and context much more crucial.
Maribel Salas, managing director of SocialPR, stresses the importance for marketers to share essential details, “when you are looking at a recipe, you are looking at what recipe you want to create, and you make sure you have the right ingredients. That’s how you should approach ChatGPT”.
What’s the outcome you are looking to create? What additional details such as company name, product value, mission, can you provide? Are there any previous examples? Just as you assemble the right ingredients for a delicious dish, offering complete details, examples, and a clear starting point ensures ChatGPT can work its magic effectively.
Using ChatGPT For Fact Checking
When it comes to verifying real-time facts, ChatGPT isn’t your instant encyclopedia. It’s more like a creative companion, crafted to inspire ideas. Treating it as a fact-checker is akin to expecting a goldfish to solve complex problems—it’s simply beyond its capabilities. For users, the vital takeaway is clear: don’t rely on ChatGPT for live fact verification; instead, leverage its power for imaginative exploration.
So what can we use ChatGPT for instead? Salas suggests using it as a brainstorming buddy. She shares, “ask them to act like a specific character. It could be your ideal customer, or your boss who’s going to be asking specific questions. That provides you with a different perspective to brainstorm with”.
By instructing it to adopt the persona of specific characters, be it your ideal customer or a discerning boss with targeted questions, you unlock a trove of creative insights. This approach not only enhances brainstorming sessions but also showcases the versatility of ChatGPT beyond traditional fact-checking tasks.
Neglecting to Set the Tone
Imagine preparing a heartfelt birthday note for a friend, only to receive a formal business memo as a reply. Much like this mismatch of communication, tone matters significantly when working with AI. ChatGPT has the capability to adapt its responses based on the tone you set—whether it’s warm and friendly, formal, or somber. Yet, many marketing teams seem to overlook the importance of this crucial element.
Without clear guidance on the desired tone, ChatGPT might inadvertently craft content that feels out of place, akin to sending a business memo instead of a heartfelt birthday note. Salas shares specifying the tone with descriptors, “use descriptors like warm, formal, or somber. That is crucial for effective AI-generated content.'” It’s essential to be explicit about the vibe you’re aiming for, ensuring that your AI-generated content resonates in alignment with your brand’s voice and messaging.
In essence, just as you wouldn’t want a business memo for a birthday celebration, neglecting to set the tone for ChatGPT can result in content that doesn’t align with your brand’s intended emotional impact. By understanding and using this feature, marketing teams can ensure that their AI-generated content captures the right tone and effectively connects with their audience.
Clair Kim is the founder and CEO of Allennials at Work, a consultancy that helps high-growth enterprises achieve operational efficiency and profitability while fostering inclusive culture. Her insights have been featured on Forbes, Today Show, Huffington Post, MSN, Entrepreneur Magazine, and Business Insider. Learn more at allennialsatwork.com.
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