What is ChatGPT?
Let’s first introduce ChatGPT for those who still don’t have a clear understanding of this ground-breaking AI tool. It is a language model developed by OpenAI that uses advanced artificial intelligence and machine learning algorithms to generate human-like text responses to questions and prompts. ChatGPT has been trained on a massive corpus of text data, allowing it to generate text that is coherent, contextually aware and often indistinguishable from text written by a human.
One of the key strengths of this tool is its ability to generate natural language responses to a wide range of questions and prompts, making it well suited for applications in areas such as customer service, conversational AI and content generation. Additionally, ChatGPT can be fine-tuned for specific use cases, such as answering questions about a specific topic or generating text in a specific style, to further improve its performance.
Is ChatGPT a Threat to Search Engines like Google?
Many people are worried that ChatGPT is a big threat to search engines and have even called it the “Google Killer”. Truth is, AI tools like ChatGPT are not really a threat to search although they do represent a significant development in the field of artificial intelligence and natural language processing.
Search engines and chatbots like ChatGPT serve different purposes and have different capabilities. A search engine like Google is designed to help people find information on the web by indexing and ranking billions of web pages based on keywords and relevance. On the other hand, a chatbot like ChatGPT is designed to generate human-like text and respond to questions and requests in natural language.
While ChatGPT can provide information and answer questions, it is not meant to replace search engines. Instead, it complements search engines by providing more personal and human-like interactions. This is why ChatGPT and other AI tools can be integrated with search engines to enhance their capabilities and improve the user experience. This is what Bing is currently doing actually. And in case you don’t know it yet, Google itself is developing its own version of ChatGPT called Bard. Bard is expected to be integrated into the search engine results provided by Google.
So, to recap, AI tools like ChatGPT are actually likely to have a positive impact on the search engine industry by upgrading the services they provide, rather than replacing them.
ChatGPT is Only an Informational Tool
I am sure you noticed that ChatGPT only provides information and answers to questions and does not offer any links to websites. In contrast, search engines like Google provide a list of relevant links and allow you to visit other sites in order to not only get more information but also perform an action such as filling a form or purchasing a product. This is a major advantage that confer search engines a “transactional” feature, unlike conversational chatbots like ChatGPT (at least for now).
Search Will Remain a Powerful Online Channel
To summarize, it is foolish to think search engines like Google and Bing will become obsolete with the advent of AI-powered services like ChatGPT. Remember when Alexa first came out around 2016? At that time, people had similar concerns and were worried that it was going to replace search. Today we are in 2023 and Google is still the most visited website in the world with more than 3.7bn search queries conducted every single day.
So rest assured, search engines are here to stay and yes keep investing in SEO and SEM, they are likely to remain among the most cost-effective ways to promote your business online.
Video marketing has become an essential component of any digital marketing strategy. With the rise of online platforms such as YouTube, Instagram, TikTok and others, video marketing has become more accessible and effective than ever before.
According to Cisco, 82% of global internet traffic in 2022 came from video and the growth seems unrelenting with many companies that are yet to use this format to its full potential.
Video marketing keeps evolving and 2023 is expected to be another exciting year for this powerful and highly engaging medium.
In this article, I have compiled for you the latest video marketing trends and described how businesses can take advantage of them, here we go:
Trend #1, Live Streaming: Did you know that - according to the IAB - 44% of viewers say they watch less TV nowadays because of live streaming? Also were you aware that - according to Buzzsumo - live streams get over 10% more interactions than pre-recorded videos?
Live streaming allows businesses to interact with their audiences in real-time and provide valuable information or behind-the-scenes footage. Social media and video platforms like Facebook, Instagram and YouTube all have live streaming options, and your business can use them to boost engagement and brand awareness. Let’s have a closer look at some practical examples of live streaming in action:
Personalized videos work by using data from a customer's interactions with a business, such as browsing history, past purchases, or other data, to create a video that is tailored to their interests and needs. For example, if a customer has shown interest in a particular product, you can create a personalized video that showcases that product and its features. If a customer has recently made a purchase, a personalized video could be created to thank them for their business and provide them with additional information about the product they purchased.
One brilliant example that stands out is Cadbury’s use of personalized videos in their Glow campaign. The famous British confectionary company asked its followers on Facebook to create personalized videos dedicated to their friends, family or significant others by simply writing their names and uploading pictures of their loved ones. The result is a gorgeous personalized video that you can check here.
And for those who want to start right now, here are a few software programs that can help you create cool personalized videos: Sendspark, Hyperise and Idomoo.
Trend #4, Interactive videos: Interactive videos allow the viewer to interact with the video in some way, such as by choosing different paths for the video to take or by providing input that affects the outcome of the story. This can be achieved by using a software that tracks the viewer's choices and controls the playback of the video accordingly. Interactive videos can be a useful tool for marketing, as they can help to engage viewers and increase their interest in a product or service.
By allowing viewers to interact with the video and make choices, interactive videos can create a more personalized and memorable experience, which can lead to increased brand awareness and positive associations with the product or service being marketed. Additionally, interactive videos can be used to gather valuable data on viewer preferences and behaviors, which can inform future marketing strategies.
Here are a few types of interactive videos you might want to start exploring this year:
As we move into 2023, digital marketing continues to evolve at a rapid pace. Businesses that want to stay relevant and competitive in a digital age need to stay up to date with the latest trends and technologies in order to effectively reach and engage their target audience.
As a passionate digital marketer and avid consumer of industry insights, I have summarized for you some of the top digital marketing trends to expect in 2023 and beyond. Here we go:
Imad J. Karam