This is supposed to be fun, right? But as our march towards Artificial Intelligence overhauling how we search for information online, it can be interesting to put it through a few test cases.
Such as this one:
“Tell me the characteristics of a good marketing agency in Macon, Georgia.” (That’s totally not an SEO play via internal linking, why would we do that?!)
Here’s what ChatGPT replied:
- Experience: A good marketing agency should have a track record of successful marketing campaigns and experience working with clients in different industries.
- Creativity: The agency should be creative and able to come up with unique and innovative marketing ideas that can capture the attention of your target audience.
- Strategic thinking: The agency should be able to develop and execute a comprehensive marketing strategy that aligns with your business goals and objectives.
- Communication: The agency should have excellent communication skills and be able to clearly explain their ideas and strategies to you. They should also be responsive and available to answer your questions and concerns.
- Transparency: A good agency should be transparent about their pricing, the services they provide, and the results they deliver. They should also provide regular reports and updates on the progress of your marketing campaigns.
- Data-driven approach: The agency should be able to use data to make informed decisions and optimize your marketing campaigns for maximum results.
- Flexibility: The agency should be able to adapt to changing market conditions and adjust their strategies accordingly.
- Positive reputation: Look for an agency with a positive reputation in the Macon community, with good reviews and testimonials from past clients.
What do you think? Did it hit the mark?
I’d argue it missed a couple of key points.
The first: Results?!
An agency stereotype is they’re an execution arm for their clients – essentially, and order-taker the client dials up whenever they need something.
In some cases, that can be true. Every city, including Macon, has a few marketing agencies like that.
But if marketing can’t tie its narrative to revenue, are you actually getting a return on your investment? No local business can afford to spend money into a black hole of … nothing.
Results > experience, creativity, strategic thinking, or flexibility.
The second: No localization
Notice my ChatGPT prompt said specific to Macon, but it spit out a generic item. This is likely because we’re in the nascent stages of this technology.
To wit: I asked it what makes Macon, Ga. unique. The answer:
“Macon, Ga. is a unique city with a rich history and culture. Here are some factors that make it stand out:
- Music heritage: Macon is known as the birthplace of southern rock music. It has produced some of the most significant artists in the genre, including the Allman Brothers Band, Little Richard, and Otis Redding. The city has a vibrant music scene with several venues hosting live music performances regularly.
- Architecture: Macon is home to some of the most beautiful historic homes and buildings in the country. The city has a wide variety of architectural styles, including Greek Revival, Italianate, Gothic Revival, and Beaux-Arts, among others.
- Natural beauty: Macon is situated in the heart of Georgia and is surrounded by natural beauty. The city is located on the banks of the Ocmulgee River and has several parks, trails, and nature reserves, including the Ocmulgee National Monument, where visitors can explore ancient Native American earthworks and learn about the region’s history.
- Arts and culture: Macon is a hub for arts and culture in the region. It has several museums, art galleries, theaters, and performing arts centers, including the Tubman Museum, the Macon Arts Alliance, and the Grand Opera House.
- Food and drink: Macon has a diverse culinary scene, with several restaurants and cafes serving Southern cuisine, international cuisine, and craft beer and cocktails.
Overall, Macon is a unique city with a rich blend of history, culture, and natural beauty, making it a popular destination for visitors and a great place to live.”
At least some music is local, and it did mention the Ocmulgee Mounds. But a few of these answers told you nothing but generic fluff – for instance, no restaurant recommendations?
The third: Nothing unique.
And this gets to the heart of what AI does right now – it takes what information is out there and summarizes it.
In fact, as of May 2023, ChatGPT’s 3.0 version only has a dataset up to Sept. 2021. I know because it told me when I asked it to describe me, a marketer, after noting calebrule.com, this website for Rule Marketing Group, and my LinkedIn profile:
“Based on the information you have provided, Caleb Rule is the founder and CEO of Rule Marketing Group, a marketing agency based in the United States. He is also an experienced marketer and business consultant, with expertise in digital marketing, branding, and social media.
Caleb has worked with a wide range of clients across various industries, from small startups to large corporations, and has helped them to develop and execute effective marketing strategies to achieve their business goals.
Additionally, Caleb is an author, speaker, and mentor, sharing his knowledge and experience with others through various channels, including his website and LinkedIn profile.”
In a word? Blah! (Also, definitely not the sales pitch I’d write for myself!)
What it got correct
I don’t think anyone would argue against the eight components of a marketing agency unto itself.
It’s good to be transparent, data-driven, flexible, and communicative.
But it’s also canned, fluffy answers that provide little-to-no value. And that’s the point:
Right now, tools like ChatGPT are great at collating information or gut-checking what we already think we know. It’s not so great at innovation because it’s reliant on what’s already out there.
And now, here’s a 100% cheesy segue:
If you want innovation that drives revenue, hello – welcome to Rule Marketing Group 🙂