There will always be major events and events that will affect the advertising space. The latest ChatGPT release he is great.
Regardless of the hype and hyperbole (aka noise) from your sales colleagues, we cannot discount its importance. Nor can Google ignore the legal threat of 20 years of research.
But what has been seen so far with ChatGPT is that marketers have to accept that we are easily distracted. We suffer from industrial growth ADD, taking our eyes off the road ahead and loving the world of the future.
Spend enough time in the business world, and you’ll see our intransigence in worshiping shiny objects and easily succumbing to grandiose visions of endless possibilities. It’s a habit.
FOMO Makes Us Blind
From the early days of the Internet “going viral” through the recent years of Clubhouse (remember that?), NFTs, Metaverses, and Artificial Intelligence, entrepreneurs are always looking for the next big thing. We like to put tomorrow before today.
At the end of 2022, just before the end of the year, marketers dropped themselves with ChatGPT.
There is no argument that AI and ChatGPT should be on the marketing radar and taken seriously. The progress is amazing.
However, when the body got worse, it asked for wisdom to guide us. It’s wisdom from new ways of working, taking quick ideas about business. It lets us know that we’re ready to figure out how to choose the basics of the mix that’s out there now!
It is something we can do today while thinking about tomorrow.
Marketers Are Still Struggling With Digital Basics
Instead of burning calories on what’s on the road, be brave and quick to ask, “What are we going to do with what we have here?” It’s much better to deal with what we already have and we can do better.
“Right now” allows us to focus on the next change to take action. An analysis of your current digital marketing strategy should reveal potential trends across your website, email, search, media, content, social media, and analytics.
Start there. I have no doubt you will be busy.
Martech and the Consequences of Uncertainty
An example of this is marketing automation (aka Martech) over the past decade. Technology alone has not made the average marketer smarter or better at marketing. Nor did it create additional value for customers itself. That is where marketing campaigns should be used; it’s not just about looking at tools and platforms.
Don’t get me wrong. I love martech when it’s used well. But, for the most part, it has become an easy way to send a lot of products quickly, flooding consumers – the amount of which is well managed.
Regardless of the investment in the infrastructure, the goal is not to expand the methods that were initially questionable. Often times, entrepreneurs see output as a result, which is difficult.
As in the software industry, agility became the concept of new ways of working, encouraging a focus on driving the desired results. It starts with creating value for our customers (their results) in line with the value of the business it brings to the business (our results). We will only move forward with the use of technology when we solve the equation of profit generation and reconciliation in those fields.
Build Confidence from Tests
Naturally, I am skeptical. I’ve been around the site a few times, so I’m careful and do my best not to be swayed by the latest commercial “must-haves” like ChatGPT. But I also see great potential, as you should.
So, how can we start dipping our toes in?
Again, we can lean into the philosophy of agility as it applies to marketing. His emphasis on experimentation and experimentation can help build trust and confidence. With proper testing, marketers always have a place to spend early.
When we put our attention and thoughts into thought-driven words that can be tested and verified, it’s called being on the right track.
But most marketers don’t try. We are not taught how or when to do it. Modern marketing expects us to validate our strategies and territories and become data-driven decision makers. Experimentation is a smart way to start playing with your potential, to look before you leap.
We can’t think big enough because we don’t know enough
The most important thing is that it is not clear. This is because business-to-business transactions are not common. So, it helps you step back to see.
Multiplying tasks that take a long time is difficult because we can look at today’s glasses, which hinder us. ChatGPT’s potential for business requires a lot of thinking today. And that kind of foresight with any degree of accuracy is rare. So we need to be patient.
Benedict Evans successfully addresses the challenge of trying to assess the significance of ChatGPT for each industry. At this point, asking how it will affect the future of business is like asking how Sequel database queries will affect the future of business in 1980. The problem is very old. There are no suitable words yet. Even creating the right questions is difficult because they are still new. A place to describe the game changer in AI in development does not exist.
So, at this point, it’s almost magic to predict what will affect the sales. (What we know for sure is that every live marketer will have a CHAT GPT in future PowerPoint presentations.)
Remember, “It is not art; that’s talent. “
With all the excitement, speculation, and speculation, we tend to miss the important question: What will this mean for our people? That’s a very important point to consider when algorithms make leaps forward.
Our people and teams must be empowered to help lead, initiate and drive home new ways of thinking, working, and sharing in today’s business. Former Chief Growth Officer at Publicis Groupe, Rishad Tobaccowala, said: “In a world filled with information overload, computing power, and AI advancements, talent is in high demand.
They also suggest that people, not machines or algorithms, will take over new ideas, concepts, challenges, and systems of action. If we want a world where our marketing is better, smarter, and faster, we have to remember that it’s all about our people and their skills.
For leadership to help people and organizations take advantage of advances like Chat GPT, we need to acknowledge that this means it’s time to change the business. It means rethinking the culture of marketing. It means transitioning from 20 years of digital transformation to changing the way our people and teams think, work and share in the new business world. That is the way forward.
So, remember that it’s still about our people and teams first. And we can stay grounded in these times of change by leaning into the moment, and looking before we leap.
