On the one hand, it is generating a lot of expectation due to the number of things that can be done and debate over its greater or lesser clarity. And on the other, it is generating a certain fear regarding the possible jobs that will be affected.
I think we should look for ways to take advantage of the benefits ChatGPT offers us, instead of trying to stop it or deny the evidence, because there is no stopping this.
It will have a greater or lesser impact, it will come sooner or later, but it will come. We must think about how it contributes to our daily lives and decide how we can saudi arabia mobile number owner name benefit from it, being careful with our privacy and the data we feed into the tool. Any data we give it becomes part of the system. So I would not give out sensitive personal information.
Today I am still convinced that it is only useful for short texts, article structure, etc. but we will have to see how it evolves.
ChatGPT's biggest threat to businesses and professionals
For me, the biggest threat is not in jobs (obviously it is very important, but it is something we cannot avoid and that has happened many times. We have to constantly reinvent ourselves), it is in how it will cause a greater increase in the volume of content and what this adds to the changes we are experiencing at a digital level and the consequences that these have for companies.
The era of “everything free” in digital is coming to an end
The advertising-based business model is more than exhausted. Only a few are able to live off the income from “traditional” digital advertising. We see signs of this in the big players in the industry:
Google limits organic traffic to websites with the way it displays content on its results page and the constant changes to the organic positioning algorithm. This means that if you want to be as visible as you are now, you have to invest.
Social media has been reducing the reach of organic posts to an almost absurd level for years, for the same reason as Google.
Digital newspapers have been implementing or trying to implement paywalls and subscriptions for some time now.
On platforms like Netflix, the fight for content visibility is fierce. Major productions, and the platforms themselves, try to increase or decrease it depending on the moment.
This makes perfect economic sense (they need to make their platforms profitable), but for their users it means a cultural change. Of course we will have to pay if we want quality results with ChatGPT, Bard and the dozens of alternatives that are emerging almost every day (this will be a limit to their growth and a way to differentiate themselves in the early stages).
This is also influencing our own curiosity. The results we see on each platform are increasingly manipulated and limited (in addition to the quality of the content (who decides what quality content is?)).
Faced with so much information, we accept what the algorithm recommends. We don’t go any further and we have a biased view of reality. We have limited our curiosity. We are becoming “dumbed down.”
The volume of content is multiplied and its reach is minimized
If content is one of the marketing weapons for SMEs, its visibility is increasingly limited and the attention of our audience is decreasing, what possibilities do small businesses have in digital?
I have recently written two articles on this topic that can help us reflect on this:
The best digital marketing strategy for SMEs is based on the generation of content (and its distribution through search engines and social networks), supported by the rest of the channels to achieve conversions. The way to do this is by seeking to “dominate” one of these content distribution channels (in a segmented way) and relying on the rest.
More recently I spoke about how to apply brand strategies in SMEs , as it is a fundamental piece for our clients to trust us.
The best marketing strategy is to focus on the brand and the segmented volume of content
For all of the above, it seems to me that both companies and content creators have a clear path in the short and medium term: betting on our brand and on the volume of content. All of this with nuances.
I explain it in more detail in the two articles that I just referred to you, but to summarize and try to ask you questions that help you reflect:
With so much content and less and less attention from our audience, we must focus on generating brand awareness. How can we achieve this if we have limited human and financial resources?
Consistency in our messages.
Brand messages beyond our products that seek to provide real value to our customers. We need to establish a relationship with our audience and differentiate ourselves.
We must select a content distribution channel that fits our business needs and try to master it, but in a segmented way.
Find the appropriateness between the target and the channel and assess our capabilities/skills in generating content.
What does this mean? Out of common sense and limited resources, we have to achieve the necessary volume, but within a context.
Select the audience profile with which we can have the greatest impact and return and go look for them where we can best satisfy their needs (directly affects the previous point).
As you can see, the situation is complex, but that's what makes life interesting!