Widely considered the most effective marketing medium, videos bring life to the brands that were once dependent on static and print. And whilst it has been hugely popular for the best part of a century, it has only grown more prevalent in recent years with the widespread uptake in smartphone and social media usage. For marketers, educators, and storytellers alike, video helps to engage with audiences in a far more immersive and memorable way. It can be formatted and stylised to specific guidelines, and most importantly, can simplify complicated messages comprehensively.
Cut forward to 2023, and we simply can’t get enough of it. We’re averaging a lengthy 95 minutes a day on TikTok, using YouTube to answer 1 in every 4 search queries, and collectively uploading 82 years of video content to YouTube daily. So, if you’re not doing everything in your power to make video work for your brand, you’re missing out on a sizeable opportunity.
Video can be used to suit a wide range of different formats and styles, from short-form social media content to long-form documentaries, making it a highly versatile medium that can be tailored to specific brand objectives. But with video being so widely consumed, we’ve grown to become connoisseurs of the moving image. Consumers have no time for slow starts, are becoming easily distracted, and can sniff out branded content a mile off. This shift in behaviour directly factors into the way that leading brands now develop their video content and should also factor into how you develop your own.
We’ve delivered short and long form video for high calibre clients across a variety of global markets. If you’re looking to leverage great video content for your brand, drop us a line today and let’s talk. No strings.
Discover more industry insights and opinions at saintnicks.uk.com/insights
Whether you’re an employer looking to attract and retain the best talent, or a job seeker looking to negotiate a competitive salary, you’re in the right place. The Digital Tonic salary guide offers the latest salary information for Marketing, Digital and eCommerce roles in the South West.
Get yours here. There’s no need to input your details in exchange for a copy – just hit the download button to get yours.
If you’re an employer, this guide will help you to make informed decisions about remuneration.
And if you’re a job seeker, you’ll be able to better understand the market value of your skills and experience. Plus, it’s pretty interesting to see how your salary stacks up compared to others in your field.
We are excited to announce our latest campaign launch for Spontex, the UK’s No1 Cleaning Tools brand – ‘Little Wins!’
Spontex asked us to create a digitally led campaign to promote sales across the Spontex range in stores.
The latest campaign is all about celebrating life’s little victories; where something as simple as a freshly cleaned oven, or a clean, sparkling floor can provide that little moment of satisfaction. It’s often the small things that offer the most joy!
The insight is brought to life through a series of short social films in which various small victories are celebrated by a quirky and eye-catching dancing hand.
To add further joy, the campaign features a promotion with daily ‘Little Wins’ up for grabs, with dozens of little daily prizes to deliver a little bit of joy to each day – just like Spontex products’ cleaning power does.
Throughout the promotion, shoppers will have the chance to win retail gift cards worth up to £100 every day by purchasing any Spontex product over the campaign period. We think these prizes provide nice little wins to help shoppers in the current climate!
For those Spontex shoppers who aren’t lucky enough to win a retail gift voucher, they will be given a 20% discount code to use on Spontex products online.
The competition runs from the 17th of April up until the 5th of June. So be sure to purchase any Spontex product and enter online with your receipt at http://spontex.co.uk/littlewins for a chance to win.
Mentor Digital has announced the appointment of Dan Watt as its new Digital Marketing Director.
Dan brings a wealth of experience to the Mentor Digital team, having previously worked as a Senior Strategist at Google and Managing Partner at McCann. In these roles, he was responsible for developing and implementing digital marketing strategies for some of the world’s largest brands.
At Mentor Digital, Dan will be responsible for leading digital marketing services and driving growth for new and existing clients. He will also play a key role in developing and executing the overall business strategy for Mentor moving forwards.
Under Dan’s leadership, the digital marketing services at Mentor Digital will increase in scope to become a holistic offering, encompassing all elements of paid digital media, SEO and analytics.
Dan’s team is equipped to provide consultancy across the entire spectrum of digital media: from initial auditing, planning and forecasting through to campaign delivery across paid search, social and display platforms, alongside technical SEO, content strategy and production. As well as paid media and SEO, the team also offers end-to-end analytics services, from auditing and scoping tracking requirements through to tag implementation, data visualisation and reporting.
Dan is a highly skilled and experienced digital marketing professional, and the team at Mentor is thrilled to have him on board. His expertise and leadership will be invaluable as they continue to expand and grow their business over the coming years.
If you would like to get in touch regarding any digital marketing projects, you can fill out a contact form here or call into their Bristol-based office on 0117 305 8900.
You can visit Mentor’s website here: https://www.mentordigital.co.uk/
We all know that the shorter working week has had proven success in other countries. 86% of Iceland’s workforce, for example, have either moved to a shorter working week or have the right to request shorter hours. So as Bristol tentatively dips its toe into the sea of change with a pilot scheme rolling out across businesses in the city, here we are five years into our four-day working week with some (hopefully) helpful reflections.
Why did we do it?
Life is short and we want it to be excellent. Every bit of it. We’ve found that since allowing more space for our brains to process, stray, absorb and even rest (what a thought, we know) this has enabled better ideas to flow, calmer attitudes to influence the team and ultimately a higher level of productivity during the time spent at our desks. Don’t get us wrong, we believe in working hard to deliver excellent, refined work – the only difference is that we think it can be achieved successfully within four days. No extra hours, just four normal days.
How does it work for our clients?
From a client’s perspective, you wouldn’t know any different. At the start of every project we create a timeline that our clients are happy with and that’s the timeline that we work to. Emails are answered from Monday to Thursday and we’re here to chat over the phone on any of those days too!
How does it work for the team?
Every team member works the same four days which allows for collaboration and efficiency. What each team member does on Fridays is completely up to them. And then after a year of working for Studio Floc, all staff get paid the equivalent of a five-day working week for just four days. It’s our way of saying thank you for the hard work that everyone puts in.
A win-win
Excellence can be achieved in so many ways. For us, a four-day working week helps us accomplish this – and we don’t just mean in the workplace – but in every aspect of our lives. we would consider that a win-win.
Driven by purpose, we use creativity to enable the makers, equip the innovators and empower the world-changers. We specialise in branding, print and digital design.
Have questions about our four-day working week? Looking for help with branding, print or digital design work? Let’s chat! Get in touch at [email protected]
As more and more businesses shift towards digital platforms, data analytics is becoming increasingly vital for ensuring customer retention through a smooth and effective onboarding process.
A well-designed onboarding process, optimised through careful planning, testing, and data analysis, helps customers quickly understand your product or service, leading to long-term success with your business.
How do I begin?
Data analytics can seem scary at first. But it’s one of the most powerful tools in marketing and will help you generate a strategy that works and keeps on working.
So, here are five brief tips (see our website for them in full) for using data analytics to improve your onboarding process while enhancing your customer retention:
It’s all well and good saying analyse your data… But if you haven’t got any to start with, that’s going to be hard.
To begin with, identify which metrics are most important to track, these will be your KPIs (key performance indicators).
A/B testing is vital to help you refine your process by allowing you to test different approaches and identify which ones lead to higher conversion rates and engagement.
Using Google Analytics, you will gain insights into which areas may be causing confusion or frustration, which may lead customers to drop off.
With this knowledge, you’ll find ways to improve the process and make it more user-friendly.
While looking at your numbers is beneficial, so is hearing directly from your customers about their experience. Gathering qualitative feedback, such as customer comments or surveys, gives you insights into specific pain points or areas for improvement.
It’s important to continuously iterate and improve to keep your customers engaged and satisfied. Keep analysing data and gathering feedback to identify areas that need refining.
If you’d like to see our tips in more detail with examples, head over to our website.
Using data analytics to refine your onboarding process is essential to keep your customers happy and coming back. So be sure to keep improving to ensure a smooth onboarding experience that sets you and your customers up for success.
At Bopgun, customer retention is our bread and butter! If you’re feeling stuck and need some expert guidance, don’t hesitate to reach out to us.
Chancellor Jeremy Hunt delivered the government’s 2023 Budget on 15 March. Here’s a round-up of measures relevant to businesses in the creative industries.
If you’re a Bristol Creative Industries member and you’d like to share your view on Budget 2023, email Dan.
Describing his speech as a “Budget for growth,” Jeremy Hunt referenced the creative industries twice:
“Our film and TV industry has become Europe’s largest, with our creative industries growing at twice the rate of the economy.”
“I also want to make our taxes more competitive in our life science and creative industry sectors.”
In the full Budget document released after the speech, the government references the creative industries as being one of the five sectors it is focusing on for growth. The others are green industries, digital technologies, life sciences and advanced manufacturing.
The document says:
“The government will turn its vision for UK enterprise into a reality by supporting growth in the sectors of the future. There are opportunities to accelerate the progress of the technologies that will define this century by encouraging investment and smarter regulation.”
In terms of specific announcements for the creative sector, the Budget includes the following:
The government is reforming audio-visual tax reliefs into expenditure credits with a higher rate of relief than under the current system. This follows the government’s consultation last year.
The changes are as follows:
- 34% credit rate for film and high end TV and 39% for animation and children’s TV via the Audio-visual Expenditure Credit
- 34% credit rate for eligible video games projects via the Video Games Expenditure Credit
For the Audio-visual Expenditure Credit, the minimum slot length for high end TV will be reduced to 20 minutes, and applied on an episode-by-episode basis.
The government will put a definition of ‘documentary’ into legislation based on guidance by the British Film Institute (BFI):
“a factual or realistic programme based on real events, place or circumstances and intended to record or inform.”
The documentary definition will apply to the audio-visual expenditure credit and the current high end TV tax relief.
Final wording and exclusions to the definition will be published as part of draft legislation in Summer 2023 for comment.
The £1m per hour expenditure credit threshold for high end TV will remain unchanged.
Eligibility criteria for the Video Games Expenditure Credit will require a minimum of 10% of expenditure to be on goods or services used or consumed in the UK.
The new expenditure credits can be claimed from 1 January 2024, but there will be a transition period to allow companies to adjust:
- From 1 April 2025, claims for new productions and games must be made under the expenditure credits system.
- Film and TV productions that have begun but not concluded principal photography, and video games that have begun but not concluded development on 1 April 2025 may continue to claim relief under the current system until 31 March 2027.
- Any expenditure incurred from 1 April 2027 must be claimed under the expenditure credit regime.
Commenting on the change, Ben Roberts, CEO of the BFI, said:
“We welcome the chancellor’s news of the reformed expenditure credits across our screen industries, a testament to how crucial they are to the UK’s economy and growth. Combined with our extraordinary talent, infrastructure and technical and creative expertise, the screen sector tax reliefs – now remodelled as expenditure credits – have super charged our industry on an unprecedented scale.
“The news will ensure the UK remains a truly globally competitive production hub, giving us economic recovery and growth, creating thousands of jobs for people up and down the country and enabling creative talent and storytelling to thrive. It’s good news that the high end TV threshold has been preserved.
“I am particularly heartened to see a much needed boost for children’s television and animation as two areas of cultural and societal importance in which the UK excels creatively, but that still have significant growth potential.”
The temporary higher headline rates of relief for Theatre Tax Relief (TTR), Orchestra Tax Relief (OTR) and Museums and Galleries Exhibitions Tax Relief (MGETR) will be extended for two years from 1 April 2023
The headline rates of relief for the TTR and the MGETR will remain at 45% (for non-touring productions) and 50% (for touring
productions). OTR rates will remain at 50%.
From 1 April 2025, the rates will be 30% and 35%. On 1 April 2026 the rates of relief for TTR and MGETR will return to 20% and 25%. The headline rates of relief for OTR will return to 25%.
The government said its new chief scientific adviser, Professor Dame Angela McLean, will oversee a review into the creative industries.
In the November 2022 Autumn Statement the government said that from 1 April 2023 the SME research and development (R&D) tax relief scheme will decrease from 130% to 86%, while the SME credit rate will decrease from 14.5% to 10%.
This led to criticism from many organisations about the potentially negative impact on UK innovation. In response, the 2023 Budget includes the launch of a new SME R&D scheme from 1 April 2023 although it only benefits around 20,000 businesses. Loss-making companies that spend at least 40% on R&D will be able to claim £27 from HMRC for every £100 of R&D investment.
Among the businesses the government says will benefit are around 4,000 digital SMEs from the computer programming, consultancy, and related activities sector.
Speaking during the Budget, Hunt said:
“To strengthen our position in artificial intelligence (AI), in which the UK hosts one third of European companies, I’m accepting all nine of the digital technology recommendations made by Sir Patrick Vallance in the review I asked him to conduct in the Autumn Statement.
“I can report that we will launch an AI sandbox to help innovators get cutting edge products to market. We’ll work at pace with the Intellectual Property Office to provide clarity on IP rules so generative AI companies can access the material they need. And we’ll ask Sir Patrick’s successor Dame Angela McLean to report before the summer on options on growth duty for regulators.”
The government will also award a £1m prize every year for the next 10 years to researchers that drive progress in critical areas of AI. It will be known as the ‘Manchester Prize’, named after the world’s first stored programme computer which was built at the University of Manchester in 1948.
Creative businesses and individuals from the south west who take part in Edinburgh’s annual festivals may be interested in new government funding of up to £8.6m.
The Budget said the money “could help build a permanent headquarters for the Edinburgh Fringe Festival and create year-round opportunities for local artists and talent across Edinburgh festivals”.
Although none are in Bristol or the south west, there could be some benefits for local businesses with connections or offices in the regions chosen for the government’s new investment zones.
The zone will focus on the government’s “priority sectors”, which includes the creative industries. They will each receive £80m for tax reliefs, improving skills, providing specialist business support, improving the planning system, or boosting local infrastructure.
The English zones will be in:
The following are announcements not specific to the creative industries but are of interest to businesses in the sector.
The previously announced increase in corporation tax from 19% to 25% for businesses with profits over £250,000 will go ahead as planned from 1 April 2023.
Companies with profits of £50,000 or less will continue to pay corporation tax at 19%. Companies with profits between £50,000 and £250,000 will pay tax at the main rate reduced by a marginal relief providing a gradual increase in the effective corporation tax rate.
There is more advice on what the corporation tax changes mean for businesses in this post.
The £2,500 Energy Price Guarantee (EPG) for households in Great Britain has been increased for another three months from April to June.
No new energy support was announced for businesses. The Budget confirmed that the Energy Bills Discount Scheme will replace the Energy Bill Relief Scheme from 1 April. The new scheme, which runs until 31 March 2024, is significantly less generous.
Jeremy Hunt announced several measures aimed at helping the unemployed, parents and the over 50s to get jobs or increase the hours they work.
This includes extending free childcare to working parents of children from nine months old. The changes will be rolled out in stages:
For the over 50s, new ‘returnerships’ will bring together the government’s existing skills programmes. They will promote accelerated apprenticeships, Sector-Based Work Academy Programme placements and Skills Bootcamps to the over-50s.
All the labour market announcements in Budget 2023 are outlined here.
In a shift to focusing on local authorities having powers to deliver activity such as business support, the government said it intends, subject to consultation, to withdraw all remaining central support for Local Enterprise Partnerships from April 2024.
The Budget said: “The government is committed to empowering democratically elected local leaders at every opportunity.”
The new full expensing 100% first year allowance will be introduced from 1 April 2023 until 31 March 2026. This means that companies across the UK will be able to write off the full cost of qualifying main rate plant and machinery investment in the year of investment.
The annual tax-free allowance for pensions will increase from £40,000 to £60,000.
The £1.07m lifetime allowance will be scrapped completely. This is the maximum amount of tax relievable pension savings an individual can benefit from over the course of their lifetime.
If you’re a Bristol Creative Industries member and you’d like to share your view on Budget 2023, email Dan.
Bristol-based web design and brand agency, Squarebird, have evolved a new look for the biggest player in space sector recruitment, EVONA, to better echo their established impact and vision.
EVONA is disrupting the recruitment scene, a consultancy team of space sector specialists with strong beliefs in the progression of knowledge and unlocking the potential of humankind. As they say, it’s in the name: EVO – to evolve, ONA – people.
Telling the true story of space sector recruitment was vital. As all of us use space every day – to navigate, use our phones, and even watch TV – an optical style was needed to rewrite the narrative and open the industry to all.
Working with their existing branding, Squarebird explored the visual limits they wanted to push through style tiles, helping them move towards a clean, dark, space-inspired look. A tone of voice workshop allowed the team to discover the personality of the brand, bringing the notion to existence. The developed visual style was rolled out across the website using a cinematic, aspirational style – perfectly reflective of their vision and ambitions.
“Developing a strong online presence is central to our Marketing strategy as a space company on the forefront of innovation, so there was a lot riding on getting this right. Predictably, Squarebird have delivered an exceptional website that not only stands out amongst the competition, but functions far better than previous versions. The team got our vision very quickly and worked with us to develop a website to be proud of that was close to the brand direction we wanted to move in.
Working with Squarebird has been a great experience; the team are knowledgeable and their skills diverse enough to handle any of the issues developing websites could throw up.” – Adele Fox, Marketing Director at EVONA
From extensive image manipulation, to editing and icon creation, every aspect of the website worked holistically for a cohesive brand experience. The website was brought to life in a collaborative way, ensuring the visuals, and ever-evolving message, aligned with the technical functionalities of the site. Integrating with multiple recruitment and marketing platforms, the website plays a functional role in streamlining their operations and ensuring a platform that better aligns with EVONA’s growth and maturity.
“Having known and followed the EVONA crew since inception, it’s been amazing to grow alongside them, and be a part of their next stage of expansion. From the USA, UK and beyond, EVONA is – and will continue to be – a driving force within the space sector.
It was a pleasure to take their objectives and messaging and create a visual masterpiece to do it justice.” – Nick Bird, Managing Partner at Squarebird
View the full case study here.
You may have seen that UWE Bristol recently ran a 12-week bootcamp for employees of SMEs to study the internationally-recognised DMI Professional Diploma in Digital Marketing.
Well, the good news is that we are now inviting expressions of interest to form another cohort. The next course is expected to last for 10 weeks (one day per week) and employers are likely to pay no more than £400 in total.
Spaces will be limited. At this stage, if you would like to learn more and record your interest, please email: [email protected]
ChatGPT has gained a lot of coverage in the news over the past month and for good reason. This new language model chatbot developed by OpenAI has the chance to revolutionise SEO and digital marketing.
ChatGPT’s growth has been phenomenal, hitting 1 million users in just 5 days, (according to Greg Brockman, President and Co-Founder of OpenAI). It’s fascinating to compare this adoption rate to other revolutionary technologies (which you can see below), for example Instagram, took 2.5 months to get to the same user level.
We thought it would be useful to share some of the team’s thoughts on the new software and what our approach will be to using it in 2023. We will cover its full impact on search marketing covering Varn’s 4 key service lines for delivering ‘full service SEO’.
Before we get into its impact on search marketing, let’s provide a bit of background on the software and why it is causing such a stir.
ChatGPT has taken the digital marketing world by storm over the last month and many have started to incorporate it into their content development strategy, using it to contribute to articles and other forms of content be it writing video scripts and coming up with blog ideas.
So what is ChatGPT? Well let’s see what the software has to say for itself….
“ChatGPT is a language model developed by OpenAI that uses deep learning to generate human-like text. It is trained on a large dataset of text and can be fine-tuned for specific tasks such as language translation, question answering, and text summarization. ChatGPT can generate text that is similar to that written by a human and is often used in chatbots and other natural language processing applications.”
As far as Technical SEO goes, ChatGPT could potentially help streamline the process of optimising websites.
One important element of Technical SEO is a website’s navigation. It is important that the navigation makes sense to users and has a clear hierarchy. Historically this has always been something that takes a reasonable amount of time to manually review. However, an advanced machine learning algorithm like GPT should be able to think similarly to a human and predict what a user of a website would expect from the site’s navigation. For example, it is possible that GPT would be able to review your site navigation, and suggest which content should be moved to make more sense from a user and hierarchical point of view. The resulting recommendations are still something that should be manually reviewed by an SEO professional, but it could potentially save a reasonable amount of time.
Another much more dubious technique, (one that we would not recommend), is that people could use ChatGPT for Tech SEO in order to create content related to your target keywords. In order to get a page to rank on Google, it helps to have a decent amount of body copy on the page, copy which is focused on the keywords you want to rank for. Using ChatGPT to generate this content could potentially help to get a site ranking more quickly, whilst making content creation easier for your website admin. However, there are a number of problems with this approach. Firstly, AI generated content goes against Google’s guidelines. This means that if Google were to identify your content as AI generated then they could potentially penalise your rankings.
It’s interesting to note that ChatGPT has been working to add a watermark to its generated content so that AI generated copy can be identified more easily. This watermark would be difficult to remove as it is a statistical pattern that is embedded into individual words or even punctuation marks within the generated content. This watermark is another potential way for Google to recognise that the copy hasn’t been manually produced, which again could lead to penalisation. There is also no guarantee that another user will never be presented with the same AI generated content, thus also leading to potential issues with duplicate content.
When it comes to digital PR and content, the software seems to have a lot of potential applications, but for now at least, human insights, input and creativity will be needed to create content that gets cut through online.
Some of the potential applications when it comes to content assistance include:
The above is not an exhaustive list, but it is an exciting time for those in content marketing and digital as we see more sophisticated AI tools come to market which should get better over time.
It’s vital not to forget that from an SEO perspective, Google states on it’s website that when a user enters a query, their machines search the index for matching pages and return the results they believe are the highest quality and most relevant to the user’s query.
The big question is whether Google thinks bot created content is the highest quality, and we would suggest that it probably isn’t yet. Therefore we have a note of caution – be careful of any agency who says they are going to use ChatGPT to get you to the top of Google. They are most likely seeing ChatGPT as a shortcut/cheat to generating content, rather than a legitimate way to create ‘the highest quality content’. This may obviously change in time though.
Under it’s ‘Google Search Essentials’ page, Google states under its ‘Key best practice’:
“While there are many things you can do to improve your site’s SEO, there are a few core practices that can have the most impact on your web content’s ranking and appearance on Google Search.”
The first is ‘Create helpful, reliable, people-first content.’ When expanding on this Google states:
‘Google’s automated ranking systems are designed to present helpful, reliable information that’s primarily created to benefit people, not to gain search engine rankings, in the top Search results.’
Our recommendation if you are involved in Search Marketing, keep up to date with the latest developments and trends emerging with ChatGPT, but importantly spend time making sure you comply with the advice from Google about content which you can find here.
We’ve been here before, haven’t we? Automated Bidding, Smart Shopping, Performance Max. It’s been proven that we can combine a strategic human touch with the power of automation to enhance performance marketing.
Two areas of research needed before running a paid campaign are the keywords you choose to bid on and the messaging you put in your ads. This will determine who sees your ads and the likelihood of them clicking and converting. ChatGPT can be very useful as a starting point for both of these areas. It can offer up fresh ideas in an unbiased way.
Keyword Research
Ad Copy Research
Whilst ChatGPT does provide really high quality content to use for campaigns, it may not be as high quality and personal as a person writing that copy, with a touch of human insight and copywriting flair. As a human, and not an AI, we are able to factor in elements such as USPs, brand knowledge, target demographics and audience that you would want to appeal to in the ad copy. However, ChatGPT is certainly a good starting point for generating ad copy and keyword research.
Data Analytics and Reporting is one of the most important areas of search marketing. If you don’t have adequate reporting setup, you are not able to evaluate how your strategies are performing and which strategies you should push for going forward.
One way a machine learning service like ChatGPT could be useful for Data Analytics is as a provider of information. Not only can you ask GPT questions and get a concise answer, you can also add a correction or modifier to that question after the fact, and GPT is smart enough to understand. For example, here we asked about how to track a certain metric in Looker Studio, and after not being satisfied with the answer, were able to quickly modify our request without retyping the original question.
Varn: How do I track average page views in Looker Studio
GPT: To track average page views in Looker Studio, you will need to use a score card. First, create a blank report from the Looker Studio home screen. Then, use the formula box to type in ‘Views/Sessions’ and save the calculated field. Finally, add the score card to your report. You will then be able to track your average page views.
Varn: No, I meant as a graph
GPT: To create a graph of average page views in Looker Studio, you will need to use a line chart. First, create a blank report from the Looker Studio home screen. Then, use the formula box to type in ‘Views/Sessions’ and save the calculated field. Next, select your metrics and dimensions and add a new chart. Finally, add the line chart to your report. You will then be able to track your average page views in a visual graph format.
This ability for ChatGPT to condense complex information into simple text format allows us to treat the service like a co-pilot when working out tricky problems in analytics software.
Our view is that ChatGPT has the potential to revolutionise the way we approach search marketing, but at the moment it should be seen as a useful place to start to help you to quickly and conveniently curate information. We think it’s critical to remember that whilst ChatGPT is a great tool, (and will only get better), you need to use it as a starting point or springboard for creating content.
The value of excellence in search marketing deliverables, will always come by adding in the human touch.
Having an understanding of your company’s tone of voice, what works with the audience and an in-depth understanding of what you are looking to achieve is essential. This is the human bit that AI and robots simply can’t replicate.
ChatGPT will be unable to grasp the intricacies and nuances of human behaviour and responses. As people we can inherently tap into the very unique asset of our 5 senses, to ensure any AI generated content is then made relevant, engaging and meaningful. Our view is that the human power of creativity, innovative ideas and strategic understanding make content, ads and SEO insights impactful and actionable, and will always trump a ‘cut and paste’ of AI generated content. In addition, we know that for successful long-term SEO strategy, it’s critical to understand your competition and to have a clear strategy. ChatGPT will only be helpful up to a point for this… we liken it to having a football-playing robot. They’ll only be helpful if they are told what team to play on!
Our recommendation is to now let’s carefully watch this space. The search marketing landscape may well evolve and change quickly and with Microsoft reportedly to add ChatGPT to it’s Bing search engine, it’s worth keeping your eyes out for what happens to Bing market share, and Google’s response to this immediate challenge
Finally, if you are interested ChatGPT’s opinion about how it will influence search marketing, this is what it ‘thinks’….
“Its advanced natural language processing capabilities can help businesses to create high-quality, unique content and improve their search engine rankings. Additionally, ChatGPT can also be used to create chatbots that can provide faster and more efficient customer service, helping businesses to improve the user experience and increase customer satisfaction. As the capabilities of ChatGPT continue to evolve, it is likely that we will see even more ways in which it can be used to improve search marketing and other areas of business.”
You need to load content from reCAPTCHA to submit the form. Please note that doing so will share data with third-party providers.
More Information