Idea Writers Still Needed. What ChatGPT Can’t Do.

March 1, 2023March 2, 2023 ~ K. Quesenberry ~ Leave a comment

We’re going in on digital. If anyone doesn’t want to learn the Internet, pack up your desk and leave.

We heard this from the president of our ad agency during a Monday morning employee meeting. This may not be scary today when 65% of all ad spending is digital. But in the late-2000s it caused worry. Why?

As a mid-career advertising copywriter, I built my expertise on traditional mass media ads. I instinctively wrote print ads, billboards, 30-second TV scripts, and 60-second radio ads. That’s what I learned in undergrad, at Portfolio Center, and what I had created for 10 years. I honed my skills and was good at them. My campaigns with art directors helped clients meet sales objectives and won creative awards.

The Internet Experiment

I still remember that feeling. For us who built our careers on mass media ads, it was like the rug was pulled out from under our feet. Did I spend all those years in school and years fine tuning my craft only to be replaced by Internet experts? Would they need us traditional ad copywriters anymore? I remember Goodby, Silverstein & Partners, known for creative traditional ads, announced they were no longer an ad agency – they’re a digital agency. Advertising Age even ran an article with a subhead, “The Advertising Age Is Over.”

*Source:* “Digital Set to Surpass TV in Time Spent with U.S. Media,” eMarketer.com, August 1, 2013, http://www.emarketer.com/Article/Digital-Set-Surpass-TV-Time-Spent-with-US-Media/1010096 Note: Hours and minutes spent with each medium regardless of multitasking.

What did I do that Monday morning? I looked at a picture of my wife and kids on my desk. I needed the job and income, and decided to learn Internet marketing. I did and created many successful digital and social efforts for clients including PRSA social media word-of-mouth awards and OMMA online media marketing and advertising awards. Today I’m a professor, researcher, and author of digital and social media marketing. By 2017 AdAge ran another article, “Desktop and Mobile Ad Revenue Surpasses TV For The First Time.”

ChatGPT Experiment One

That feeling came back when ChatGPT was released. I had ChatGPT write a blog post for me, “Top 10 Tips For Successful Social Media Marketing: ChatGPT Wrote That Article In Less Than A Minute Then I Spend Four Hours Writing The Rest.” It scared me how quickly it wrote an article that may take me hours based on years of experience.

I concluded that human-written articles do offer benefits beyond A.I. We form connections and develop bonds you don’t feel from a chatbot. Having a chatbot create your content can’t replace the rewards of learning on your own and developing your voice and unique perspective. Writing and creating are learning. That anxious feeling subsided.

ChatGPT Experiment Two

Then the editor of our student magazine approached me with an idea. He wanted ChatGPT to complete a class assignment. I convinced myself I could do better writing on my blog, but what about a student report? If ChatGPT could do it why am I needed as a professor? There was that feeling of the rug being pulled out again.

Create A Situation Analysis for Spotify

For Marketing Principles, a key assignment is to write a situation analysis for a company. Students select the company with stipulations to ensure they’re accessing the kind of data that professional markers use to create their marketing strategies. Our university has databases such as Mintel and Statista so students can learn more by doing. Below is a general description:

Select a US product/service you’re interested in and conduct a situation analysis on the current marketing environment. Write an introduction, access a Mintel report (define the market, describe key trends, select one company in the market), assess the internal environment, assess the external environment, create a SWOT summary graphic, create marketing objectives (following SMART guidelines), a value proposition, and a conclusion. Use APA format with all sources cited in APA Style.

He instructed ChatGPT to write a situation analysis for a company in the streaming audio market in APA style and gave it my specific requirements. ChatGPT chose Spotify.

Introduction

For the introduction, ChatGPT wrote:

The streaming audio industry has experienced significant growth in recent years, driven by increasing demand for on-demand audio content and advancements in technology. As a result, companies like Spotify have been able to capitalize on this trend and achieve impressive growth in terms of user base and revenue.

From this intro., it sounds like ChatGPT is accessing the right data and understands the purpose of the report and assignment.

Access Mintel Market Report

While what ChatGPT said is true, I would look for more in a student report. I ask them to summarize some of the latest trends that would be important to form a marketing strategy. According to the latest Mintel report “Streaming Audio – US – 2022,” there is more a marketer would need to know. Even the first paragraph of Mintel’s report highlights trends in the market that may influence Spotify’s marketing strategy:

2/3rds of customers want help choosing what to listen to via curated content.
Exclusive/early access to new music, podcasts, audiobooks can differentiate.
62% of adults try to support services that fairly compensate artists and creators.

Internal Environment

For the internal environment, ChatGPT did a good job pulling the company mission statement from its website and describing the basic service. It even provided what looks to be an APA citation:

Spotify was founded in 2006 in Stockholm, Sweden, and has since become a leading global streaming audio platform. The company’s mission is to “unlock the potential of human creativity by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it” (Spotify, n.d.). Spotify’s primary product is its music streaming service, which is available to users on desktop and mobile devices, as well as through connected devices such as smart speakers.

ChatGPT does go on to provide some marketing performance numbers:

Spotify has over 365 million monthly active users, including 165 million premium subscribers (Statista, 2021).

The first number seems accurate, but there are more current numbers as of Q4 2022 from Statista of 489 million monthly active users (MAUs) and 205 million premium subscribers. I would expect students to find the latest data. A 124 million, 34% increase for MAUs and 40 million, 24% increase for premium subscribers is significant.

Then ChatGPT reports a revenue number:

The company has experienced significant growth in revenue, with a 16% increase in 2020 to $7.88 billion (Spotify, 2021).

The revenue number looks correct until you do some research and find the number is in euros, not US dollars. Spotify is a European company, but the assignment is to focus on the US market. To report revenue with a US dollar sign, which ChatGPT did, it should be around $8.47 billion. I also found a more recent 2022 revenue number of 11.72 billion euros or roughly $12.41 billion US dollars. The conversion difference is $59 million, the date difference is nearly $3.94 billion.

Lastly, under the internal environment, ChatGPT names Spotify’s main competitors:

However, Spotify faces challenges from competitors such as Apple Music, Amazon Music, and Pandora.

This sounds reasonable, but in Mintel’s report a graph shows Spotify’s close competitors as (1.) YouTube Music and (2.) Pandora. Because ChatGPT isn’t using real citations it’s hard to know where it got this and how old it is. Understanding current competitors is important to any strategy.

External Environment

For external environment, ChatGPT wrote:

Political, legal, and economic factors impacting Spotify’s marketing performance include issues related to copyright law and licensing agreements, as well as the impact of the COVID-19 pandemic on the music industry. Demographic, social, and cultural factors impacting Spotify include changing music consumption habits and the increasing popularity of podcasts. Technological factors include the development of new platforms for streaming audio, as well as advancements in artificial intelligence and machine learning that are used to make personalized recommendations.

This is a good general list of issues that may affect Spotify and the streaming audio market, but there are no details that could turn into insights actionable in a marketing strategy. COVID-19 impacted the music industry, like all industries, but how? Mintel’s report explains how and indicates its negative impact was less than expected:

Growth slowed, but people found ways to listen to favorite music and podcasts.
The low barrier to publishing helped artists publish even from home.

An important external factor missing from ChatGPT’s list is inflation – something Spotify needs to consider for product, pricing, and promotion strategies. The Mintel Report warns that high inflation of 8-9% in the past year could lower household spending on streaming audio with a large percentage of adults worried about rising prices.

The next requirement was to summarize what was found in a SWOT graphic of internal strengths and weaknesses, plus external opportunities, and threats.

SWOT Summary Graphic

Below is what ChatGPT provided:

The SWOT analysis for Spotify is presented in the figure below.

Obviously, it didn’t draw the graphic. I am not sure what it tried to access from Imgur.com. If It did find a Spotify SWOT from Imgur it wouldn’t meet my requirements. That would be someone else’s SWOT based on their opinion and data, not a summary of what the student found in their situation analysis.

Marketing Objective

Next, ChatGPT wrote a marketing objective:

To continue its growth in revenue and premium subscribers, Spotify should set the following marketing objective: “Increase premium subscribers by 20% over the next marketing budget year, from 165 million to 198 million, through targeted marketing campaigns and promotions.”

This objective meets some SMART guidelines. It’s specific, measurable, achievable, and time-bound. But it’s not relevant since there’s more recent data. They’ve surpassed this revenue objective.

I would also coach students about using global numbers versus market-specific numbers. Typically, marketers set objectives for different markets like the US or North America vs. Europe to set unique marketing plans for each. From Statista 28% of Spotify’s premium subscribers are from North America (57.4 million), from which you could set a more accurate marketing objective.

My bigger apprehension about ChatGPT’s marketing objective it might not be right based on what we learned from Mintel about concern over inflation. If most people are worried about rising prices can Spotify convince 33 million more people to add a premium subscription while not losing any existing premium subscribers?

A revenue or market share objective may be better to grow all users promoting free and premium accounts. Spotify makes advertising revenue from free accounts. You don’t want a loss to competitors. This would depend on what we find out about the main competitor(s) and what they are offering, which ChatGPT didn’t described.

Value Proposition

For the value proposition, ChatGPT wrote:

Spotify’s value proposition is based on its ability to provide users with a comprehensive library of music and audio content, delivered through a user-friendly platform that enables easy discovery and sharing. With a focus on user engagement and social sharing, Spotify encourages loyalty and helps users discover new music and artists that fit their tastes, while also providing access to popular hits and classic tracks.

At first, this sounds like a good value prop. But it’s more a general product description that could apply to any competitor in the streaming audio market. From a student, I’d look for a more nuanced understanding of the current market, consumer trends, and competitors. The value proposition should take into consideration Spotify’s unique place in the market in comparison to what competitors are offering and what consumers are currently looking for.

Conclusion

This was ChatGPT’s conclusion:

In conclusion, Spotify is well-positioned to continue to succeed in the rapidly growing streaming audio market, despite facing challenges from competitors and changing market trends. Developing effective marketing strategies and objectives is critical for Spotify to maintain its position as a leader in the industry. By leveraging its unique value proposition and focusing on key marketing metrics, such as premium subscriber growth, Spotify can continue to drive revenue and capture market share.

This sounds like a good conclusion, but there’s no real understanding of the current streaming audio market. It makes it sound so easy! Yet, if marketers relied on past/current offerings and never made adjustments based on changing market conditions, consumer trends, and competitor actions they wouldn’t be well-positioned to continue to succeed.

References

This was ChatGPT’s references:

References

Spotify. (n.d.). About Spotify. Retrieved August 29, 2021, from https://www.spotify.com/us/about-us/

Spotify. (2021). Spotify Technology S.A. fourth quarter and fiscal year 2020 financial results. Retrieved fromhttps://www.sec.gov/Archives/edgar/data/1639920/000163992021000014/spotify2020q4ex991.htm

Statista

It hasn’t provided the references to the multiple Statista data with URL links. The required Mintel market report is missing. ChatGPT seems to be mimicking some aspects of APA citation but missing a lot.

My Overall Assessment?

This report looks into the past, describes Spotify as is, sets a higher premium subscriber number, and says keep doing what you’re doing to succeed! There’s no real understanding. It feels like a collection of incomplete facts organized into categories and written to sound like a person talking. I wouldn’t base my marketing strategy on it! If a student was hired into the marketing department at Spotify and their manager asked them to submit a situation analysis, I would not want them submitting this.

From my experience so far ChatGPT answers lack human nuance, insight, and refinement. Plus, if ChatGPT can answer it alone, why would a company, client, or audience need you? That’s what we all need to figure out. ChatGPT can be a great tool to jumpstart your thinking, but what are you good at that ChatGPT can’t do?

What Am I Good At?

Back in the late 2000s, I found the answer in Teressa Iezzi’s book The Idea Writers. She reminded copywriters and art directors (creators) that we weren’t experts at traditional ads. We were really writers and designers of ideas that connect brands to consumers no matter the tool. We’re experts in human truths and crafting stories that connect with target audiences through emotion to meet marketing objectives.

I could have had ChatGPT write this entire article, but I don’t think it would have the same relevance, reach, and resonance. Can you relate to the feelings I’ve had (in my past and current career)? How’s your anxiety over ChatGPT as a writer, designer, creator, marketer, student, or professor?

Look for Ethan Dyril’s article coming out in the Swinging Bridge on March 31^st.

Best Practices For Social Media Content That’ll Improve Your Writing And Design

September 30, 2020December 3, 2022 ~ K. Quesenberry ~ 6 Comments

An analysis of job listings shows the most in demand skill for content marking is social media content creation. After social media strategy content creation is what social pros spend much of their time on. While results vary based on target, brand, and social platform there are best practices to follow when writing and designing any social media post that will lead to more interesting and engaging brand posts.

Write in Active Voice and Second Person.

Most experts agree active voice creates more engaging social media copy with clear, concise, action-oriented sentences. In active voice the subject performs an action by directly using a verb to show the action versus passive voice where the action verb or object is emphasized over its subject. For example, the second version of the following post copy would grab more attention with active voice.

Passive Voice: The 2 hour marathon barrier was broken by team Nike!
Active Voice: Team Nike broke the 2 hour marathon barrier!

These posts can be improved further with point of view and benefit. Instead of using first person “I” or “we,” or third person “he,” “she,” “it,” “they,” or “name” use second person “you.” Using “you” draws attention focusing the message on the audience. Conveying the message as a benefit to them will also draw interest. The example post has now been written in first person, third person, then improved with second person written as a benefit to the audience.

First Person: We made the Vaporfly shoes that broke the 2 hour marathon!
Third Person: Nike Vaporfly shoes were used to break the 2 hour marathon!
Second Person: You can run in the Nike Vaporfly’s that broke the 2 hour marathon!

Consider Audience Interests, Brand Voice and Tone

Write messages your audience will want to share because it is something their friends will like, it shows appreciation, or it is about beliefs or causes they support. And don’t stop the message at the post. When sharing a link match post message and link destination. Sending them to a home page or unrelated page causes confusion and lost sales or leads. Keep interest going with a distinct landing page that delivers your message benefit and focuses on what you want them to do. The example post above should interest a target audience of runners and their running friends and then send them to a page about the shoes and the record attempt not the Nike home page.

Home Page Link: Nike.com
Landing Page Link: Nike.com/Sub2Vaporfly

Keep brand voice and tone in mind. What is the personality of your brand – bold rebellious, modern cool, or serious classic? Write like you talk as if the brand was a person talking out loud to another person. Skip jargon and avoid boastful claims such as “top,” “best,” or “only.” Be genuine fun and helpful. Be consistent but change tone with the situation. Even a fun, casual brand should take a more serious tone with an upset customer or in a crisis. For example, during the Boston Marathon bombing releasing a post celebrating a marathon record would come across as tone death as seen below.

Original Tone: You can run in the Nike Vaporfly’s that broke the 2 hour marathon!
Modified Tone: You can support Boston marathon victims. We’ll match your donation.

Create Good Brand Design and Aha Moments.

Keep text to a minimum ensuring it is large enough to view on mobile. Use unique fonts for emphasize but limit total fonts in a single post. Ensure good contrast with text over images so they can be seen. Don’t overcrowd the layout or image with too much text making it feel overwhelming and busy. Change individual messages but be consistent in overall message including brand keywords, taglines and hashtags. Follow brand standards for colors, logos and fonts. With the example post you would follow Nike brand guidelines not Wendy’s.

Wendy’s Brand Voice: Witty and Sassy.
Nike’s Brand Voice: Powerful and Inspiring.

It’s easy to grab a generic stock or product image, but a unique image that compliments the text draws interest. Creatively connect text and image inviting the viewer to fill a gap for an “aha” moment they’ll want to share. A simple image of running shoes would be the easy to include with the post text above. Instead consider something unexpected like a back of the pack amateur runner photoshopped into the finish line scene of Eliud Kipchoge’s record breaking run.

Generic Image: (Product Image of Nike’s new Vaporfly shoes) – You can run in the Nike Vaporfly’s that broke the 2 hour marathon!
“Aha” Image: (Kipchoge’s record finish with amateur runner) – Break your own records in Nike Vaporfly’s!

Follow Rule of Thirds and Rules of Social Platforms

Good images and layouts follow the rule of thirds. This principle divides a space into thirds horizontally and vertically to place elements in a more appealing balanced way. Research shows that people’s eyes focus on one of the intersection points rather than the center where most amateurs place the subject of their image or design. Instead place the subject in one of the intersecting points to create a more dynamic, natural, and interesting visual. Also leave room for white space or negative space. This is the area between design elements that helps them stand out.

Each social media platform has different design standards and requirements. Refer to each size by pixels, file size, image type and other submission requirements. Many design tools include templates for the most popular platforms such as Canva or Adobe Spark and built in tools such as Facebook Creative Hub and Snapchat Instant Create. Most also have options to create mock ups for social media plans and presentations.

Business psd created by freepik – www.freepik.com

Finally consider post schedule. The time of week and time of day matter and can vary increase or decrease engagement based on the social media platform. To plan your social media content calendar and schedule you posts Sprout Social provides a report on best times to post from their customer base.

Best practices are a great place to start, but keep in mind that the best content is created to be unique to each platform customized to the environment and brand community. Test posts times and variations in designs and copy to optimize as you go. This can be done with simple A/B split tests. This will keep posts fresh to avoid ad fatigue.

With this improved content do you have the right strategy?

For more insight to improve content performance ask These Questions To Ensure You Have The Right Social Media Strategy.

What Hollywood Pitches Can Teach Us About Storytelling, Social Media Marketing, and User Generated Content.

August 4, 2015December 4, 2022 ~ K. Quesenberry ~ 1 Comment

In Daniel Pink’s book To Sell Is Human, he references a study by two business professors who analyzed the Hollywood pitch process to discover how writers got their movie and TV series ideas approved by producers. What they found can help improve our social strategies.

The researchers observed that the most successful pitches didn’t push their idea on the person they were trying to convince. Instead, the “seller” invited the “buyer” in as a collaborator. The more the buyer was able to contribute, the better the idea (product) became and the more likely it would be approved (bought). One of the producers told the researchers, “At a certain point the writer needs to pull back as the creator of the story. And let [the buyer] project what he needs onto your idea that makes the story whole for him.”

I’ve written before about the power of story, my research in that area, and how to leverage storytelling in social media strategy. Yet, here I want to focus on collaboration. It is important to tell your organization or brand story and ultimately we all want to sell something, but don’t be too “pushy.” Invite the consumer in to tell their story and help expand upon your brand story to make it more of their own. When they start feeling like it is more of their own they have already bought in. So when you do present them with a sell message it is seen as more of an opportunity than a hard sell.

In social media, inviting the consumer in as a collaborator is called user generated content (UGC). Not only is this good for the user, but the content they create is more convincing than your own content. Research has found that 66% of consumers rely heavily on user generated content when making purchasing decisions Click To Tweet and 65% of consumers trust word-of-mouth on the Internet (UGC) more than content produced by advertisers.

Surprisingly, 51% say user generated content is more important than the opinions of their friends and family, and far more trustworthy than website content. How much user generated content is there? Researchers estimate that 25% of search results on brand names return user generated content from review sites, blogs, and social media updates. So how do we invite consumer social media collaboration? I’ve collected some ideas from Social Bro, Sprout Social, and HubSpot.

Here are 6 strategies to increase your user generated content:

Share consumer comments, photos and video. It amazes me when I see awesome brand fan comments and photos and the brand does nothing. I ran an experiment once where I posted some positive comments and photos directly to various brands on Twitter. Two responded, but one ignored me. Don’t miss out on this easy opportunity, if you see a fan compliment your brand or share photos and videos using your products or services thank them and then share the content to your own followers. Fashion brands and GoPro are good at doing this. For the super contributors consider sending special offers and gifts as a reward.
Reward fans by featuring their content in your advertising. When I was an advertising copywriter I always got a kick out of seeing my ideas and lines on TV, billboards and in magazines. Most consumers feel the same way. Plus, UGC is more believable, so including it in your advertising could make the advertising more believable. Doritos turns UGC videos into Super Bowl commercials every year and gets a lot of press for doing it. Of course, before placing that fan photo in your next print ad always get permission.
Make user generate content part of a competition. Sweepstakes and giveaways are tried and true marketing methods, but instead of simple entry forms suggest users submit a photo, video or quote. Starbucks challenged consumers to decorate the Starbucks white coffee cup and post on social media. The winner’s design was turned into a limited edition reusable cup.
Crowdsource ideas for new products, services, designs and ad campaigns. Who knows better what they want than your customers? Why not ask them? In the process they will generate a lot of brand content that will help get your organization noticed. Fiat Brazil crowdsourced a concept car design and now collects ideas for new car features via Facebook and Twitter. Dell’s IdeaStorm has collected over 20,000 ideas and implemented over 540 of them.
Create a specific user generated content campaign. Ask for content by creating a campaign hashtag and promoting it on your social channels, but also in ads, in-store, and on packaging. Under Armour has #IWILL. Tourism Australia gets amazing photos and videos from all over the country. Photos they could never afford to take on their own. They post on their Facebook “Tourism Australia’s official Facebook page. Post your best photos to our wall to give us permission to share.”
Just ask a questions. Perhaps this suggestion is the simplest, but it is a basic social media engagement strategy that we should not ignore. In Daniel Pink’s book he also cites research that says people are more likely to support something if presented with a question. Instead of telling them the benefits, asking a question makes people come up with their own reasons for agreeing or believing in what you are selling. GRK Greek Kitchen asks simple fun questions to encourage response such as “fill in the blank,” and “what is your favorite flavor?”

A nice big brand example of UGC is the “Share a Coke” campaign where the brand produced Coke bottles with customers’ names on them. Customers were asked to share the pictures of their personalized coke bottles on Twitter and other social media platforms. Coca-Cola attributes the UGC campaign to a 2% increase in U.S. sales after over a decade of declining revenues. Also check out Pantagonia’s Worn Wear website and Tumblr blog where they ask for and feature customer’s stories about their well worn Pantagonia clothing.

How is your social media pitch? Are your being too pushy or are your letting consumer’s in on your brand story? Leveraging user generated content could mean the difference between a social media flop and a block buster response.

Budweiser Wins Super Bowl of Advertising Again. What Does Bud Get That Others Don’t?

February 6, 2015December 4, 2022 ~ K. Quesenberry ~ 2 Comments

As I pointed out in a previous Super Bowl post, my research found that the more complete story a Super Bowl commercial tells (in Five Acts) the higher the commercial performed in Super Bowl Ad Ratings Polls. We found that other factors like sex appeal, humor, emotion or animals didn’t matter. They appeared at the top and bottom of the polls with no discernible pattern. In Super Bowl XLIX the research held up again. Take a look at USA Today’s Ad Meter’s results, do some quick Five Act coding and you will see for yourself.

Budweiser Wins Super Bowl of Advertising Again. What Does Bud Get That Others Don't? Click To Tweet

This year Budweiser again takes home the prize. They finished number one in the 2015 USA Today Ad Meter and other consumer Super Bowl Ad rating polls with “Lost Dog.” This was a sequel to last year’s top spot “Puppy Love.” View the spot below to see how it is a full Five Act story. But is it the dog that makes them a winner? Take a look at the top 10 spots in the poll. None of the other most likable commercials feature animals, but they all do tell complete Five Act stories.

Story may be more likable, but does it sell? Many who view and like the Bud spots say that is great, but this does it sell? According to a 2014 Beer Industry Report, Bud and Bud Light control 34% of domestic beer sales – more than any competitor. The closest is Coors Light with 10% and Miller Lite and High Life for another 10%. And despite increased growth, all the craft beers combined (Sam Adams, Sierra Nevada, New Belgium, Shiner, etc.) still only account for 8% of all domestic beer sales – 1/4 of Bud and Bud Light sales.

Who Fumbled in the Super Bowl of Advertising? Many did, but Carnival really missed the boat. They had a great complete Five Act commercial that they released before the game called “Get Away,” but for some reason choose to run another spot called “To The Sea” during the game. The spot they ran did not have story development. Instead it featured a JFK speech voice over with typical cruise ship imagery. I believe “Get Away” would have been a top 10 spot, but instead they finish at the bottom of the poll at 44. What do you think of the two spots?

Is there dramatic form? “Get Away” is a great complete story of a woman getting away from everyday life responsibilities and hassles. This has great action movie like drama drawing you in as she runs from the mob of life to the cruise ship at the end of the road. Will she make it? Yes and all is resolved as she swims in the ship pool with her family. A great relatable story in Five Acts. On the other hand, “To The Sea” is shots of a cruise ship with the JFK speech. There is really no character introduction, complication, rise in action, climax, falling action or resolve. This has Zero Acts. One Act if you consider JFK as a character in the story.

In a Blomberg article the creators of the Carnival spot said they wanted to reach people who never cruised. Which spot do you think does a better job?