BLOG: RISE OF THE PLANET OF THE AI
It seems that we have officially entered the technological twilight zone, and in the year 2023 the machines have officially taken over. No one seems to be spared from the AI uprising, least of all those in the marketing space. The list of potential hits to the industry is ever- growing but is it all bad? Looks like this is a question on many people’s minds when looking at the effect that AI has on the advertising landscape.
The new kid on the block: ChatGPT
Released in November, 2022, by OpenAI ChatGPT is a large language model that is trained on a massive dataset of text-based data. It has been trained on text-based data comprising social media posts, articles, blogs, and even books in order to learn the structure and pattern of the human psyche to give a human-like answer. ChatGPT’s claim to fame is providing dynamic and rich human-like responses, unlike other chatbots. This is possible because of Generative Pretrained Transformer 3 (GPT-3), a very potent model trained by OpenAI.
It now threatens to overthrow Google’s hitherto total dominance of internet search. In the process, it also became a $29 billion dollar organization, seemingly overnight. Microsoft, OpenAI’s largest stakeholder, will reportedly receive the lion’s share of OpenAI’s profits for years to come.
But that’s not even the biggest implication of ChatGPT. In February, 2023, OpenAI and Microsoft announced that an even more robust AI than ChatGPT was embedded into Microsoft’s floundering search engine, Bing. And just like that—Microsoft now poses a credible threat to Google’s previously uncontestable dominance of search.
This latest addition to the list of chatbots has also attracted applause and criticism in the marketing space. A lot of people believe that it will transform the industry by improving the efficiency of digital marketing, whereas others find ChatGPT and other AI’s alike overrated and a threat to already shrinking job pool.
A look at the pros and cons may help make things clearer.
- Phrase Usage Makes It Detectable As Non-Human
Researchers studying how to detect machine-generated content have discovered patterns that make it sound unnatural.
One of these quirks is how AI struggles with idioms.
A lack of idioms within a piece of content can be a signal that the content is machine-generated – and this can be part of a detection algorithm. This inability to use idioms contributes to making ChatGPT output sound and read unnaturally.
- ChatGPT Lacks Ability For Expression
An artist commented on how the output of ChatGPT mimics what art is, but lacks the actual qualities of artistic expression. Expression is the act of communicating thoughts or feelings. ChatGPT output doesn’t contain expressions, only words. It cannot produce content that touches people emotionally on the same level as a human can – because it has no actual thoughts or feelings.
- ChatGPT Is Too Wordy
A research paper published in January 2023 discovered patterns in ChatGPT content that makes it less suitable for critical applications. The paper is titled, How Close is ChatGPT to Human Experts? Comparison Corpus, Evaluation, and Detection. The research showed that humans preferred answers from ChatGPT in more than 50% of questions answered related to finance and psychology. But ChatGPT failed at answering medical questions because humans preferred direct answers – something the AI didn’t provide.
ChatGPT tends to cover a topic from different angles, which makes it inappropriate when the best answer is a direct one. Marketers using ChatGPT must take note of this because site visitors requiring a direct answer will not be satisfied with a verbose webpage.
- ChatGPT Is Biased To Be Formal
ChatGPT output has a bias that prevents it from loosening up and answering with ordinary expressions. Instead, its answers tend to be formal. Humans, on the other hand, tend to answer questions with a more colloquial style, using everyday language and slang – the opposite of formal. ChatGPT doesn’t use abbreviations like GOAT or TL;DR. The answers also lack instances of irony, metaphors, and humor, which can make ChatGPT content overly formal for some content types.
- ChatGPT Is Still In Training
ChatGPT is currently still in the process of training and improving. OpenAI recommends that all content generated by ChatGPT should be reviewed by a human, listing this as a best practice.
- Refined customer engagement
ChatGPT can enhance customer engagement by providing real-time responses to customers’ concerns and queries. This will eventually result in higher customer satisfaction and loyalty, leading to higher revenue generation and better conversion rates.
- Enhanced personalization
ChatGPT can be immensely helpful for digital marketers in personalizing campaigns and content to meet the requirements of individual customers. ChatGPT can analyze customer data and offer tailored recommendations to address specific preferences and needs using its machine learning and natural language processing capabilities.
So, you can deliver an engaging and authentic result thanks to the chatbot to any client who queries you. This enables you to build a strong bond of loyalty with your customer.
- Automated customer service
ChatGPT can improve automated customer service operations by answering frequently asked questions promptly and also by resolving the most commonly occurring issues. This allows the company’s human customer service representative to handle complex queries and provide a higher level of service.
Once the customer service quality is boosted, the company will also be able to recognize the pain points faced by its clients.
ChatGPT is equipped to address some of the most common customer care issues, such as:
- Delayed response time
- Lack of personalized conversations
- Declining inappropriate queries
- Predictable AI-generated responses
- Inappropriate behaviour of the representatives
- Advanced content creation
ChatGPT can generate high-quality content tailored according to the target audience’s requirements. The content can be anything ranging from social media posts to email marketing campaigns. This can help digital marketers save time and resources. It also helps them improve the quality and relevance of the content produced.
With the creation of high-quality content, ChatGPT has tremendous potential to improve the efficiency and effectiveness of an organization’s content marketing department.
- Nurture marketing leads successfully
Marketers can use ChatGPT to develop innovative marketing campaigns that can ideally resonate with the target audience. Engaging content will attract leads to progress sales efficiently.
With this ability to analyze large amounts of data and generate creative ideas, ChatGPT can help marketers create effective, efficient, and memorable campaigns.
So will human jobs be replaced by AI?
The simple answer is no.
Indeed, there are some areas where computers may outperform people. Like games with rules, intricate math, and data storage. And they do have better processing and memory capacities. But imagination and empathy are two things that artificial intelligence lacks.
Creativity. Divergence. Thinking outside the box. These are the things that are still needed even with ChatGPT or any AI for that matter.
Saying that, with the advent of ChatGPT, it’s most likely that digital marketing will be revolutionized in more ways than one. ChatGPT might become an inevitable component of digital marketing in the future, especially for customer service.
The solution is to not shy away from the new tech but rather use it with measurable unites of caution.
Here are some steps to creating a good AI partnership:
1. Establish goals.
As with any marketing strategy, it’s crucial to set clear goals from the outset, so you know what you’re looking to achieve from your effort.
Start by identifying areas within campaigns or operations that need slight improvement.
2. Select the right message.
A solid marketing strategy is a core to the success of any organisation, and targeting your campaigns to reach the right audience will give you the best results.
Through machine learning, AI can detect which messaging tones consumers have best responded to and create a more complete and nuanced user profile for different individuals. That way, your marketing teams can deliver personalised messages to users based on their specific preferences.
3. Get personal.
Consumers are moving into a new digital revolution. They expect convenience, new ways to engage, and personalised experiences.
That’s why many modern marketing messages are based on a user’s interests, purchase history, location, and past brand interactions. With a helping hand from AI, of course.
AI marketing surpasses primary demographic data to determine consumer preferences on an individually specific level. The results? Carefully selected experiences based on a customer’s unique tastes.
4. Use predictive marketing analytics.
With AI, you can develop marketing strategies that anticipate the buyer’s next move in real-time and without human intervention.
AI marketing tools allow marketing teams to go all clairvoyant in their strategy using predictive data analytics. These combine machine learning, algorithms, models, and datasets to predict future behaviour. This can help your team’s target exactly what their customers are looking for and when – and then realign their campaigns accordingly.
Part I: Brand development
South Africa has been forced to wrestle with an uncomfortable truth: the world is constantly changing, and you either learn to change with it, or you go under. As we confront a 21-day lockdown, starting on Thursday, 26 March, many other truths will rise to the surface. The only way forward is to prepare yourself as much as possible.
The central message that’s reverberating throughout the web and social media is that companies are doing business as usual.
But what does this mean at a time when it feels like the carpet is being pulled out from under us?
What does this mean if employees are suddenly working away from each other and the resources, structures, and processes that keep them motivated?
What does this mean if many businesses can’t rely on foot traffic and can’t produce products because there aren’t any workers?
This is a tricky puzzle – one that Insignia Advertising can help you solve step for step, so read on to find out how you need to develop your brand in today’s world.
How to develop your brand
There’s no getting around it. You’ll have to change your marketing strategies to keep current customers and to get new ones because you can’t rely on brick-and-mortar shops or branches, face-to-face consulting, or marketing efforts that centre around events, conferences, showrooms, etc. Right now, it’s about survival, and this is the mindset that must inform your investment decisions.
Consider the following changes at the strategic and tactical levels when it comes to brand development:
- Cut the long-term campaigns
Reduce your investments in long-term campaigns that require time to build momentum, and rather drive short-term sales and business outcomes as you keep brand-building alive.
- Make your brand useful
People are not interested in fluff or luxury right now – they care about what’s useful. Think about the details of being in a lockdown situation and list what people will find useful under these conditions.
- Brand visibility is key
In marketing there’s a phenomenon known as “the mere exposure effect” where customers develop a preference for your brand just because they’ve seen it so often. Brand visibility never gets old, and these days it can be done with very little money. For example, Google Ads are a terrific way to keep your brand visible at a low cost because you only pay per click. Or focus on creating high-quality content that will get traction on social media and push people to your website.
- Show off your achievements
Leverage your past successes to create future success! If you’ve had high-profile customers who are willing to give you a testimonial, make sure you plaster this all over your site and social media adverts to build brand authority.
- Drive solutions for societal issues
Make your brand stand out as a driver for social change. Any company can add a hashtag to show they support a social cause, but unless your brand can offer tangible solutions to what is going on in society, your brand will be perceived as distastefully riding the lasts social justice wave for gain. If you’re the kind of company that can step in with a solution to what society is suffering from, then make it happen and make people aware of the good you’re doing!
How can Insignia help?
Brand development is one of Insignia’s top services. Insignia can identify where your best short-term sales will come from and how to market these effectively to ensure a steady income stream. As an agency that shapes and develops brands as they evolve, we are also equipped to position your brand as useful during this volatile time, helping you stay relevant. If you can solve for societal challenges, we’ll help you spread awareness of the good you’re doing.
In terms of content creation, we offer everything you need, from engaging copy to eye-catching designs that communicate what your brand is all about. We’ll also infuse your content with the energy of past success by integrating testimonials and positive feedback, showcasing your company’s strengths.
Stay tuned for future blogs that will delve into changes you also need to make to your:
- Digital marketing
- Social media marketing
- Internal communications
- Web & SEO
Get your head in the game and start thinking creatively! And if you need support and guidance to get everything up and running, the Insignia Advertising team is on standby, ready to get going. Contact us on 083 631 5417/ 082 801 0223 or at https://insigniaadvertising.co.za/contact/
If you didn’t understand why people keep saying we live in a VUCA (Volatile, Uncertain, Complex, and Ambiguous) world, then the recent virus outbreak has surely brought the point home. This shows us that stability and order are fragile features of a fundamentally unstable world.
In South Africa, businesses are bearing the brunt of these changes, calling into question their approach and damage-control strategies as the crisis deepens. From a marketing perspective, companies may view advertising agencies as the extra fat they should trim in these lean times. After all, with the turn towards working remotely and limited in-store shopping options, businesses may think that cutting down on their advertising expenses is the wise approach.
Not so fast.
Yes, retail stores are closing their doors, but there are many crucial reasons for keeping your advertising efforts consistent and on point throughout these developments.
After the Storm
First, there might be a spike in contamination, but eventually the curve will flatten and it will be business as usual. Your business needs to survive until that moment comes, and the best way to ensure consistent traffic and leads is through quality advertising that targets people who are interested in your services now, or will be once things calm down. This is an excellent time to push for greater brand awareness and encourage online shopping with price cuts and specials. No one has to leave their house to buy from your e-commerce site, so focus on making these options even more attractive to entice a steady stream of online shoppers. Even if you don’t have an e-commerce site, you can push your services through telephonic and online communication.
The Power of Digital Advertising
The other reality is that just because some retailers will close their doors, does not mean your audience will close their eyes. Most people encounter and engage with advertising through digital platforms such as websites and social media. And, even more importantly, during this time when people are pretty much staying at home and avoiding social gatherings, their digital devices will become their lifelines in terms entertainment and socialising. This presents your business with a golden opportunity to push your brand and offer services that will keep people busy as they become more bored by the day.
Client & Staff Communications
Another consideration. As the Coronavirus spreads and the world responds, we have no idea what could happen and when. People have become as unpredictable as the virus itself, throwing markets off balance and causing a huge amount of uncertainty from day to day. This means your clients and staff will be confused and concerned as new developments take hold. If you can provide them with communications that keep them informed as events unfold, you’ll win their trust, keeping them engaged with your brand and business long after the virus has come and gone. However, this kind of agility in terms of producing internal and external communications in real time requires a small, responsive team that’s quick on its feet. And this is the advantage of a compact advertising agency such as Insignia Advertising.
Fight, Don’t Flight
So, if your business is considering the flight strategy of pulling back on marketing efforts, we’re here to tell you that this is a big mistake. At this time of economic downturn and great uncertainty, every customer counts. This is the time to fight back by being smarter, more creative, and more committed to reaching your audience where they are.
And if your regular marketing team is not sufficient, Insignia Advertising is here to lend a helping hand in whatever way you may need. We have a complete online studio that’s ready to tackle whatever you can throw their way, come rain or shine.
Get in touch at https://insigniaadvertising.co.za/contact/.
#MakeYourMark with Insignia Advertising!
Insignia Advertising was tasked with finding a creative solution for Daytona’s famous Supercar Sunday Invite. It made sense to create a video selling the lifestyle and awe-inspiring beauty of a Supercar. The video not only the job of an invitation but also celebrates the intrinsics of the Aston Martin, captivating anyone who comes into contact with it. And most importantly, making the viewer want to attend the event.
Daytona has always set the bar high, with brands including Aston Martin, McLaren, and Rolls-Royce. They are a brand that prides itself on their ability to provide the highest levels of luxury and performance whilst continually providing world-class service. As an advertising agency, we are proud to be a part of their journey.
The Ghost is truly an entity in a league above the rest. Breathtakingly beautiful!
These days, there is a growing trend of big brand companies choosing to partner with small marketing/ advertising agencies. These big brands have learned that, unlike large agencies, small shops don’t operate like their own internal marketing departments. Instead, small shops are nimble, creative and concerned with delivering results for their clients that will earn a referral or the next engagement.
If you’re a marketer considering a smaller marketing agency, here are a few advantages to consider:
- WHAT YOU SEE IS WHAT YOU GET
Working with a small agency often means that a senior consultant will play an integral role when it’s time to roll up the sleeves and get work done. For our clients, it means you’re not sold on the expertise of a couple of individuals only to discover that the account team is completely PP than the pitch team.
- NO WEAK LINKS IN THE CHAIN
We’re too small to allow dead weight to hide or coast on our teams because it impacts our work and our morale. As we grow, we’re always on the lookout for top-notch professionals to join our team We interview on a regular bases (freelancers, contractors, agency partners) just to have a good bench with a variety of specialized or general B2B marketing skills to draw from when needed. The result? As a client, you’re continually surrounded by an invested team of people that bring a wealth of experience and ideas to the table.
- LESS RED TAPE = FASTER TURNAROUND
Most marketers already have enough red tape to deal with internally. Approval processes can be very time consuming and the last thing you want is to deal with is a slow-moving, bureaucratic agency. In a smaller, leaner agency, there simply aren’t that many levels of approvals because the levels don’t exist. So we’re able to turnaround projects that have seemingly impossible deadlines, including some that come in at the last minute.
- GET MORE FROM YOUR BUDGET
There is usually a lower overhead for smaller, leaner agencies. Thus the cost of doing business with a small agency remains comparatively low.
- WORK WITH A CONSISTENT TEAM
Smaller agencies tend to have much less turnover because of selective hiring and a tight knit “familiar atmosphere”. Clients benefit from being served by a constant and cohesive account and project team that knows your brand, knows your preferences and knows exactly what to do with your half-filled briefs
- COMFORTABLE WITH MULTIPLE HATS AND THE BIG PICTURE
Team members at small agencies are already well versed in thinking critically across multiple disciplines. We need to be able to comprehend the big picture in order to provide quality advice, feedback and direction to our client
If your Agency creates more constraints and headaches rather than actually solve the problem at hand then we are right for you. We’re ready to help you create quality, cost-effective work at the quick speed that the marketplace demands.
Make your Mark!