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B2B Marketing Strategies in the new era of ChatGPT
ChatGPT is anticipated to generate $200 million in income by implementing the ambitious research lab Open.ai — which trained the chatbot — meant to surmount the earlier challenges faced with AI-based conversations. The original version of such conversations was often faced with grievances like an absence of personalization, inappropriate responses, and limited question options, causing more than four-fifths of users to abandon it.
ChatGPT is currently a family of large language models that are tuned with both reinforcement learning and supervised learning methods. Several practitioners are leveraging ChatGPT to enhance existing chat strategies to close those gaps: the conversational AI reached one million users just five days after its launch on Nov. 30, 2022. Comparatively, Facebook acquired the same milestone in 10 months.
Unlike previous chatbots, whose scope of knowledge was narrow, large language models like ChatGPT were trained on vast information stores, both curated and scraped from the Internet.
We know ChatGPT and its pros and cons, depending on feedback. Its influence is pervading in almost every industry, from creating writing pieces to crafting jokes.
Instead of viewing ChatGPT as a rival to existing practices, marketers are advised to adapt it as a supplement. Taking into account its potential influence, marketers need to familiarize themselves with the technology slowly and carefully by defining precise methods.
ChatGPT and its ilk have a wide range of marketing applications, from first-draft writing assignments to API-based deployments for personalized conversational applications to fully customized models that unleash an organization’s latent knowledge for all stakeholders.
Rather than replace human roles, ChatGPT aims to streamline tasks, allowing them to focus on more creative tasks that require a human touch.
Data visibility is the impact of ChatGPT technology, not just instant content creation.
Most of the early business conversations around generative AI have focused on content marketing, since that’s the obvious application. However, with a downturn in the economy, it is more important than ever to become a data-driven marketer and maximize every dollar spent on the increasingly complex B2B customer journey.
Although there will always be room for jobs created by humans, the ones that rely on manual tasks, will turn automated. Marketers will be able to specify the type of reports and data they would like to create from the different tools CRM, and advertising/marketing platforms – and the information will be presented automatically, reducing the friction which s required today for receiving this type of information.
While ChatGPT might seem confusing and scary when taken at face value, it will ultimately complement marketing activities by streamlining inefficient, time-consuming processes. ChatGPT, like all the other pieces of technology, seeks to enhance marketers’ abilities, not rob them of them.
ChatGPT: What does it mean for search?
All search engines are expected to accelerate their AI innovation.
The job of a search engine is to make relevant, accurate content accessible. In recent history, search has grown with every technological change. This has happened with mobile, local, video, voice, and short-term formats.
According to Forbes, Microsoft will integrate OpenAI’s ChatGPT into Bing search in the coming months, while Baidu will release a chatbot in March.
Google also has a chatbot called LaMDA, and plans to launch over 20 new AI products and showcase a chatbot-enabled version of its search engine shortly.
With ChatGPT, small sites can create SEO-friendly content much faster. It will add an extra level of scaled automation for more significant sites if utilized correctly. Although it can help with writing and suggesting meta descriptions and titles, keyword research, heading suggestions, article creativity, and writing copy – be aware of its limitations.
With ChatGPT, marketers can now see the value of conversational search
Marketers and SEOs should understand and utilize the trend of people searching more conversationally, as it provides the mechanism for the massive adoption of conversational search.
This shift in employee focus has made data visibility and data literacy even more crucial for the future of marketers themselves. By eliminating friction from reporting, marketers can focus on building personalized digital experiences, implementing campaigns, executing creative, and building customer relationships.