This is an informative article from a Performance Marketer with 10+ years of experience (myself) aiming to spread awareness on how to use it effectively, where you can actually use these tools to save money and areas where you should trust a Marketer.
Here is a snapshot of a side-by-side comparison of the scope of work by ChatGPT(or in-experienced marketers relying on AI, more than required) versus an experienced professional. Do note the differences in depth, strategy, and effectiveness. Here’s a breakdown of how each might approach some of these everyday tasks:
The ChatGPT Marketer might provide a cost-effective solution but lacks human-level understanding of:
- Emotional signs and complex consumer behaviours
- Ethical dilemmas and Cultural sensitivity
- Adaptability to a recent situation
- Adaptability to switch languages and engage on a personal level, to build brand loyalty and community.
- Out of the box innovative ideas
- Strategic vision to foresee market changes and potential challenges
- Crisis Management
I could go on. But I decided to ask my friend again “what are the top 3 things that an experienced marker can do and you can’t”. Here is what she had to say:
As an AI, there are key areas where experienced human marketers excel, which are challenging for AI to replicate:
1. Emotional Intelligence and Empathy: Human marketers can intuitively gauge and respond to emotional cues, crafting messages that resonate on a deeper level, which is beyond my capacity as I lack real-time emotional understanding.
2. Creative Innovation and Intuition: While I generate ideas based on data, human marketers use abstract thinking and intuition, drawing on years of experience for creative solutions that are not strictly data-driven.
3. Adaptability in Complex Situations: Experienced marketers excel in adapting to rapidly changing conditions and complex problems, utilizing quick thinking and flexibility, which I cannot replicate due to my reliance on predefined data and lack of real-time adaptability.
Marketing: A dynamic and human-centric Industry
Am I suggesting that you should not use AI in Marketing? No. On the contrary, I am suggesting how you can effectively use AI tools to enhance efficiency and reduce costs, without compromising on the human touch:
- Automation of Routine Tasks like data entry, scheduling, report generation, follow-ups.
- To analyse large volumes of data quickly and with high accuracy.
- Assist in creating content drafts. Marketers can then refine this content to ensure it aligns with the brand’s voice, thus speeding up the content creation process.
- AI-driven chatbots for handling routine customer inquiries and support, blended with manual intervention for complex issues.
AI is a powerful enabler, augmenting the capabilities of human marketers rather than replacing them. The strategic direction, empathetic understanding of consumer needs, and creative storytelling that define successful marketing still require the human touch.
Now, Instead of telling your Marketing team that you can do this yourself on ChatGPT. Why don’t you ask your team to walk you through their creative thought process and how they are leveraging AI to reduce costs and enhance productivity.
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