My example dialogues and use cases show the amazing opportunities for marketers from ChatGPT and other generative AI tools
I’ve been advising on digital marketing and new innovations for over 25 years. Since it was called Internet Marketing… This tends to make you super cynical as to new claims about marketing innovations. Over this time, many of the techniques for digital marketing and approaches to planning digital marketing strategies and campaigns have remained similar.
Much Martech now promises to be be ‘AI-powered’ while still relying on manual analysis and customizations. In fact, I’d say that it’s the development of search and social media platforms that have been the main drivers of change. Until now, that is...
Having tested ChatGPT, I believe it will spark mainstream adoption of AI amongst marketers, since it will be used as a practical tool to support creative development to help marketers working on search, email and social media…
How do the latest updates to ChatGPT including GPT–4, AutoGPT, Plug-ins and ChatGPT Plus boost its potential for marketers?
Since I originally wrote an article on Using ChatGPT for marketing just after ChatGPT launched, there has been a whirlwind of developments from OpenAI and their partners. For marketers who are busy with their day job, this can be bewildering and you can miss some of the key developments, so here I’ll summarise some of the main developments in a brief timeline and how significant I see them to be.
Members can read about other ‘need-to-know’ key digital marketing developments in our regularly updated latest Digital Media updates tracker.
The main developments since the launch of ChatGPT relevant to marketers and businesses have been:
1 ChatGPT features integrated into Microsoft Bing
This originally occurred in February 2023. In late 2023 Microsoft renamed this service to Co-Pilot in line with it's branding of Microsoft AI-assistant…
Chatbot increases conversions, not just dialog, which is why you need to understand how best to use chatbots
Live chatbot is not just for customer support anymore; it’s a proven engagement and revenue booster. Kayako.com shares some compelling statistics that show just how powerful live chat can be when it comes to engagement and conversion.
Analytics and conversion expert Neil Patel also shares some conversion math related to chat. He asserts that, with chat available, 10-50% of your visitors will engage with you on your website. If implemented correctly, one-third of those visitors should go on to become buyers.
Even using his conservative estimates, that means a conversion rate of 3.3% through the use of chat. That’s nothing to scoff at. For large-volume sites, these conversion rates and revenues add up quickly.
Here are six tactics you…
Conversational marketing can introduce personalization across the buyer journey, leading to better results
Only 22% of customers are happy with the level of personalization in digital retail. However, conversational marketing could offer true 1:1 personalization at every stage of the customer journey and scale.
Picture this.
You walk into your favorite brick-and-mortar store to find zero sales assistants.
Instead, there’s a small box on the wall. Next to it, a pen and paper.
The sign above reads “Please leave any questions here. We endeavor to get back to you within 24 hours”.
Sounds ridiculous, right?
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But it’s the approach most brands have taken through digital channels for years.
Email has been the go-to support channel. Questions require a full day’s turnaround for, what is often, a vaguely useful response.
It’s…
Live chat is a valuable customer service tool, but you need to use it correctly. There is plenty you should do but also a number of things you need to avoid
Excellent customer service has two critical elements. The first is solving the customer query as soon as possible. The longer the case persists, then the more it becomes a nuance for your customer.
Secondly, you need to make the experience as smooth and enjoyable as possible. Even an acknowledgment of their issue, such as "I'll get back to you with a solution" can help with this. The solution can be provided later. People remember world-class customer service and they detest poor service.
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Live chat can help fulfill both these elements. Kayako, a help desk software for customer service surveyed 100 customers to show the long-lasting impact of live chat on user experience:
More than 50% of customers prefer…
Chart of the Week: 34% of customers are frustrated at not being able to find answers to simple questions. Could updated customer service channels help?
As it becomes easier to find information and make purchases, customers are becoming increasingly impatient. Brands need to ensure they are reducing this frustration by offering the highest possible level of service.
However, now that there are so many channels that customers can interact with you, this is more difficult than ever. Brands need to ensure they are making the purchase journey simple and engaging, providing all the relevant information in an easy-to-find way and communicating with customers across all the channels their audience uses.
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Failing on any one of these fronts can mean you lose customers,…
An opted-in, highly engaged audience that enjoys real-time service from preferred brands will set the foundation for the ROI that businesses need to see
There’s no denying that chatbots drew in a lot of attention last year. The tremendous hype around their capabilities fueled intrigue about how they were going to change consumer behavior and produce impressive results. However, creating any chatbot experience - let alone a great one - is a much harder task than expected.
When Facebook Messenger launched services for businesses in 2015, online retailer Everlane was quick to form a partnership. In spite of the company’s first-mover advantage, the chatbot struggled to produce real business value.
Everlane used its Messenger chatbot as an email alternative, sending messages such as order confirmations and shipping information. It fell victim to a rushed creation process and never had the time needed to generate real ROI because the holistic customer experience was…
Building Chatbots: Everything you need to know
Chatbots continue to receive a lot of hype in 2017, with companies including Facebook, Google, Microsoft and many others investing heavily in the technology. Smart Insights have covered how Pizza Express have built a chatbot. This brief guide explores some of key things to consider when building and launching your first chatbot.
Understand your audience
Before you start building anything it is essential to fully understand who will be using your chatbot, and what you already know about them. Facebook Insights and other analytical tools may provide some useful information.
Personas are frequently used when building websites to address specific audience groups, and may also be helpful when creating chatbots.
Set the right tone
The conversational nature of chatbots makes getting your tone of voice right critical. Tone of voice will vary according to the nature of…
