ChatGPT, Google Bard, BingAI and Digital Marketing: Are We at the Cusp of a Paradigm Shift?

The AI is coming! ChatGPT has sparked off a race for the most sophisticated AI and this might indeed be a windfall moment for the tech world. While chatbots have existed for a long time now, they have not really made a difference at a large scale in global commerce.

Now, with Google coming up with Bard and planning a release very soon, it is time to look at what ChatGPT and Bard may imply for the face of digital marketing. Here are 7 major ways Google Bard may impact digital marketing and how you can capitalize on it:

7 Factors for Integrating Bard and Other AI Into Your Digital Marketing Process

Know the Difference

Key Takeaways:

• All chatbots use search engines to extract personalized content and curate it for users.

• ChatGPT, Bard and BingAI all do the same thing – but Bing does it better, for the moment.

• Both ChatGPT and BingAI are already functional but Bard is still in the works.

Before you cash in on the ChatGPT hype, you must understand how it differs from Bard and Bing AI. The key difference lies in what their function is. ChatGPT is designed to generate answers based on Search Engine queries. This means it will give users answers based on a search engine while also curating them for personalized use. The catch here is that these answers are not always on point. A fair bit of it may seem like it is but is in fact fluff from lacks in its algorithm. So, curating content at your own organic level will still remain key.

Bard is designed to go a step above thanks to its LaMDA-based design. It offers better answers though it is still prone to providing biased or fluff info much like ChatGPT. Finally, BingAI, at least for the moment offers more robust and well-vetted info to users. The degree and quality of curated answers are much higher than both ChatGPT and Bard so if marketers want to surge forth with the best-in-class, this is the one to go with. Take a look at this blog post from Hubspot to get detailed insights into what each AI chat service offers to marketers.

Don’t Expect Perfect Scripts

Key Takeaways:

• All three chatbots are prone to providing inaccurate or biased data due to algorithm issues.

• Searchability is top priority but so is content quality since Bard can script content by itself.

• It is possible to exploit ChatGPT for ethical and corporate access violations.

One of the biggest reasons why chatbots in the past have been lackluster in user satisfaction has to do with how they generate responses. Personalized content takes time to create but OpenAI’s solutions are not the answer quite yet. With that said, getting ChatGPT ona subscription can help marketers get a jump on this market. The process will remain the same – market-sensitive content curated to provide precise and concise answers will be the first step. Then, marketers can fine-tune these to suit ChatGPT’s responses and further refine their content marketability.

For those marketers not yet willing to get into Bard, content curating will involve enhancing the quality and using localized factors like vernacular lingo for increased accessibility. The difference here is nominal but will grow significantly over time. So, even without using OpenAI, marketers can retain a competitive edge, particularly if they focus on trends like social commerce and influencer-based marketing to grow organically.

Once ChatGPT and BingAI become undeniable forces in online marketing, well-defined and substantially curated brand content will simply fit into the arena hand-in-glove. With that said, there are certain risks involved with using ChatGPT for marketing. Here is a Forbes article that mentions how one user got ChatGPT to explain how to make a molotov cocktail. This could be used to bypass potential corporate cybersecurity standards a swell. Look under surprising fact.

Speed is Paramount

Key Takeaways:

• All three AI bot services help in faster relevant content discovery and development.

• Human-created content is still the best but quality will demand brevity and reliability.

• Content localization and accessibility will bolster marketing potential via ChatGPT.

Technology has made life faster and access to information easier. However, the problem lies in trying to balance speed with quality. With ChatGPT and Bard, companies can put content out there to directly capitalize on voice-based searches. However, since these services are still growing, it is unwise to skip the content quality factor for the sake of getting first on—scene. As every marketer knows, they only have one chance to hook in potential buyers. So, speed will remain key and marketing with brevity using visual and textual content will remain the key focus.

Picture it like this, if your organic answers or online content-driven posts are of high quality, then ChatGPT will directly draw from them anyway. So, the speedy delivery of reliable content becomes more of a matter of authenticity and quality of information. If you are investing in ChatGPT or Bard, then further personalization is what you want to vie for. Using localized content will help enhance the volume of content these services will draw from you and in turn, increase your brand visibility and business volume.

Searches Will Get Better

Key Takeaways:

• Chatbot-based searches will increase exponentially and so must searchable content.

• Marketers must align with emerging SEO standards for better content marketing results.

• More content discoverability via integral value-based info and SEO tactics is the answer.

ChatGPT’s main function is to help users get the content they want faster with improved quality of responses. This means it is directly leveraging into the searchability quotient of online content. For that purpose, creating high-value SEO content will be the first priority. As Google has been indicating over the past year, it wants more value-based information rather than data that fulfils SEO benchmarks. Now, Bard and ChatGPT will make content value an even more important factor for content marketing.

Understanding search parameters and how long-tail keywords will feature in content is of key importance here. Google will not just target a handful of keywords sprinkled on stray content. Digital marketers need to incorporate content development strategies that develop SEO value organically. This is also where a good content developer or copywriter can hit all the targets without making it look like an effort. The approach needs to weave in analytical insights to better leverage content and make it snippet-worthy for ChatGPT and Bard to take up by default. Here’s SEO wizard Neil Patel talking about his 5 biggest predictions for marketing in 2023.

Value-driven Content is Still Key

Key Takeaways:

• Value-based Content remains Google’s and Bard’s major focus area

• Conciseness, readability and discoverability will rule the roost.

• Voice-based searching is getting bigger and digital marketers must adapt now!

Despite the massive advances in search engine-based content propagation, content development itself has largely remained the same across the internet. Good quality content provides deep, if not unique, insights into the subject matter while enabling readers to expand further with ease. With ChatGPT and Bard, content development will take on new dimensions but remain true to its core precepts.

Brevity, readability and expansiveness are the three key hallmarks that AI chat service bots will look for in content. The key idea that makes chatbots appealing is that they can curate well-rounded content faster than humans. However, this also means they are not going to be on par with high-quality content but merely acting as facilitators.

So, if content development across text-based and visual media remains on point, ChatGPT and others will simply take it up and present it as is. This is the best value scenario for creating content momentum in a world increasingly dominant by chatbots and voice-based searching. For those interested, here is a great piece from Hubspot about making your website more voice-search accessible.

Using Multiplatform Content with AI

Key Takeaways:

• Digital marketers must make visual and text-based content more discoverable.

• Combining visual and text content for greater accessibility is still the top tactic.

• Using in-video scripts to boost SEO discoverability is also a good method.

Currently, the world is hinged on using visual content to promote online marketing and business. This is evidenced by a recent study that found that TikTok might be giving Google a challenge for content searches. Here is my article looking into the entire thing. TLDR visual content is king but it is still backed and SEO-enabled by text. With AI-driven searches, this entire paradigm will change. And marketers need to be ready for that.

The way to do this is simple as far as the fundamentals go – simply wire the SEO element of visual content like graphics and YouTube shorts for enhanced searchability. In practice, however, this is more complex than simply doing it. The easiest and most direct solution to this involves a little bit of modification in the video development process. If companies want to take full advantage of their video script, they must look into curating the video with a script that includes all direct and long tail keywords. This script can then be integrated into Youtube’s caption algorithm for both ease of understanding for users and higher SEO value.

This tactic also applies to graphic content which can have further SEO enhancements via alt text, caption text and accompanying text-based content validators like meta descriptions and tags. Since ChatGPT will be looking at your content from a fundamental level, you need to look at the micro of your content production to gain the highest marketing momentum from it.

Leaning into the Future

Key Takeaways:

• ChatGPT and Bard with BingAI are the future of digital marketing.

• More than marketers, they will lead how consumers discover products and services.

• Getting the jump here hinges on better organic marketing and value-driven content.

The online marketing funnel we have known over the past 2 decades is no longer a singular lead generating process. What we have now is multiple ways to market and multiple factors affect various industries and how they operate. The key takeaway from it all is that using multiple channels for content promotion and digital marketing works best.

Organic marketing must be substantiated with highly-vette4d and carefully designed content that is easy for chatbots like ChatGPT and Bard to take up. At the same time, using emerging online commerce tactics like voice-based marketing with niche add-ons like influencer-based marketing will help companies create a more human dialog around their products and services.

Are We Really Seeing a Paradigm Shift in Digital Marketing?

Digital Marketing has always hinged on discoverability and ease of access to market products and services. Companies are more focused on inbound marketing than ever before and ChatGPT will change the market significantly. The key focus here must lie on generating competitive content that creates value-based moments and not just discoverability. This will fulfill both Google’s and ChatGPT/Bard’s performance criteria.

For marketers looking to get decent content faster, the day when you can tell Alexa to prepare your presentation is a way in the future. While Bard and ChatGPT can produce fairly decent marketing content on demand, they lack the nuance and personal human touch that symbolizes the global marketing zeitgeist. My advice will be to understand how consumers will be using ChatGPT and Google’s Bard to make online searches easier rather than marketers using the chatbots themselves. They can also look at performance patterns for content for style, brevity and overall satisfaction.

On the whole, human-made, industry-specific and personalized content will remain king for marketers. Despite ChatGPT claiming it could potentially replace copywriters and content developers in the future, it is still a long way from that. If you want to get better content for your company’s marketing collateral in 2023, check out my website and definitely sub my blog for more hot takes and expert insights.