Google's changing—do THIS to keep up, 4 marketing-specific prompts to test out

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AI Marketing School Newsletter #12

Google’s changing. Here’s how marketers need to adapt.

For the past few decades, Google’s been the modern Oracle of Delfi.

Want to learn how to bake banana bread? Break up with your partner? Break dance? Google it.

But AI looks set to massively disrupt Google’s dominance.

So, The Wall Street Journal recently sat down with Google CEO Sundar Pichai to ask how Google’s pivoting for an AI-powered future.

Key snippets

• The search results interface will be more conversational, with back-and-forth interactions between the user and search engine.

• This will "upend the traditional link-based experience that has been the norm for more than two decades."

• Queries will become less informational, more action-orientated.

What marketers need to know

• Create action-orientated content: Optimise for specific, task-oriented queries to rank and engage users. Broad keyword targeting alone won't cut it.
  
  E.g. Instead of writing “A Complete Guide to Google Ads Campaigns”, instead write something like "How to Set Up a Google Ads Campaign for Your Small Business in 5 Easy Steps."

• Write for AI algorithms too: Make content digestible, with short summaries or organised data that can provide more context to the search engine. Use natural language that algorithms can easily process. Ensure your content is properly tagged and categorised to appear in relevant searches.

• Prioritise personalisation: With AI-powered search, Google will likely become better at personalising search results for individual users. Create content that caters to specific user interests and preferences.

• Monitor new advertising opportunities: As the search experience evolves, new advertising formats and opportunities will emerge. Keep abreast of these changes and be prepared to adapt marketing strategies at short notice. Read AI Marketing School and you won't miss a thing. 😉

Steal these 4 marketing-specific ChatGPT prompts

This week, newsletter don, Lenny Rachitsky published a great piece on how Product Managers can use ChatGPT for their daily tasks.

And fortunately for us, there are plenty of tips that marketers can also use.

Here are just a few ideas:

1. Data analysis/interpretation

Turn raw data into key insights with a single prompt. Quit messing about with spreadsheets.

Prompt: "I'm going to send you a list of survey responses to the question ‘....’

Can you group these into buckets of insights, with their associated weight (in %), and list some examples of associated responses for each insight?"

2. Messaging research

Figure out what customers love, how they speak about your product, and use these to bolster your messaging.

Prompt: “I want to scrape [App Store/G2/Google] reviews of our app using [Javascript/a particular tool]. Walk me through the process step by step”.

Once you have the raw feedback, feed it into ChatGPT.

Prompt: “Analyse the data to identify the features our customers love most about our product, and provide examples showcasing how they speak about these features”.

3. Product/feature naming

Quickly generate ideas for new products or features.

Prompt: “I’m going to describe a new software product/feature that our company is going to launch. Give me 10 catchy, brandable names, avoiding cliches like “Product Name 2.0.”

4. Content audits

Work out what’s missing from your existing bank of content.

Prompt: “My company offers [product/service] for [target audience]. Here is the content that we’ve produced so far to educate our audience and generate awareness of our [product/service].

Paste list of existing titles.

What other content could we produce to gain our target audience’s attention? Offer up suggestions for blogs, guides, and checklists.”

You’ve been sent to the principal

Quora’s Poe has made it possible for anyone with a Quora account to create their very own chatbot.

We've had a blast with it! And, you can now talk to the Principal of Marketing School—a certified marketing genius trained by the world's best, from Godin to Ogilvy.

Thought of the day

Recommended Reading

1. Five Practical Ways that Creatives should be using ChatGPT

TL;DR: Conor Grennan, Dean of Students, NYU Stern School of Business and NY Times bestselling author gives five practical tips to help creatives up their ChatGPT game. Hint: the more creative the prompt, the more creative the response.

2. AI Pop Culture Is Already Here

TL;DR: We’re living in a world in which every style, every idea, and every possible remix can be generated as fast and frictionlessly as possible. Whether it’s a Harry Potter/Balenciaga crossover ad or an AI-powered Jay-Z song, AI-generated pop culture has officially entered the mainstream.

3. Native AI raises $3.5M to create digital clones of customers using generative AI

TL;DR: Native AI, a market intelligence platform startup, aims to use AI to enable brands to build digital clones of their customers. Companies can then interact with these digital twins and ask them questions about products, preferences and interests and get responses and insights into their behaviours.

Thanks so much for reading. With the abundance of content on the internet, your attention means a lot. If you have any suggestions or feedback on how we can improve the newsletter, please shoot us a reply. We'd love to hear from you!

Until next time. Happy marketing.

Tom and Charlie