You, Me & ChatGPT

,

Have you heard of ChatGPT? Of course you have.

It’s the latest buzzword in the digital marketing world, and it’s already changing the game as we know it.

ChatGPT is a cutting-edge artificial intelligence language model developed by OpenAI, and it’s making waves in the marketing world for good reason. In this blog, we’re going to dive into what ChatGPT is all about, what it can do, and what it could mean for e-commerce businesses in Australia.

So buckle up, and get ready to learn about the future of digital marketing! You don’t want to miss the train on this one.

So, what is ChatGPT and how does it work?

Simply put, ChatGPT is a conversational AI language model that can understand and respond to human language, in a very human-like manner.

It’s kind of like having your very own virtual personal assistant who can handle all sorts of tasks — from answering customer queries, to generating personalised marketing messages. The technology behind ChatGPT is advanced, but the user experience is seamless and effortless.

What can ChatGPT do?

ChatGPT’s capabilities are impressive and include the ability to generate human-like responses, answer questions, complete tasks, and even write creative content.

This opens up a whole world of possibilities for businesses looking to improve their customer engagement and satisfaction. Whether you’re a small business owner or a large corporation, ChatGPT has the potential to revolutionise the way you do work, especially from an efficiency point of view.

What does ChatGPT mean for Digital Marketing?

ChatGPT is already having a significant impact on digital marketing.

By using conversational AI, businesses are able to improve customer engagement and satisfaction by providing instant, relevant responses to customer queries. This leads to increased customer loyalty and trust in the brand.
Perhaps most importantly, ChatGPT is helping businesses become more efficient and cost-effective. With the ability to automate routine tasks, businesses are freeing up valuable time and resources that can be used for more strategic initiatives. This results in cost savings and improved bottom lines (and who doesn’t want that?).

We all know that personalisation is a key aspect of digital marketing, and ChatGPT is taking this to the next level. With the ability to understand and analyse customer data, ChatGPT can generate highly targeted and personalised marketing messages that will resonate with the customer. This can lead you to higher conversion rates and increased sales.

ChatGPT is also expanding the reach of digital marketing by enabling businesses to engage with customers through new channels, such as messaging apps and voice assistants. With conversational AI, businesses can reach customers where they are and provide a seamless, multi-channel customer experience.

Can ChatGPT help E-Commerce businesses in Australia?

E-commerce businesses in Australia have a unique opportunity to take advantage of ChatGPT’s capabilities.

By leveraging conversational AI, businesses can enhance the customer experience, streamline operations, and gain valuable insights into customer behavior.

One of the biggest benefits for e-commerce businesses is the ability to improve customer engagement and satisfaction. Chatbots powered by ChatGPT can provide instant, relevant responses to customer inquiries, which leads to increased customer loyalty and trust in the brand.

ChatGPT can also help businesses save time and resources by automating routine tasks, such as answering frequently asked questions and processing orders. This can allow businesses to focus on more complex and strategic initiatives, meaning your time (and money) is spent on more valuable work.

The platform can also provide valuable insights into customer needs and preferences. By analysing customer conversations and feedback, businesses can gain a deeper understanding of customer behavior, which can inform product development and marketing strategies. This leads to increased success and profitability for e-commerce businesses.

An all-round game-changer

All in all, ChatGPT is an undeniable game-changer for digital marketing, and people who decide against using it now will miss out on its benefits into the future.

The new technology’s ability to understand and respond to human language is revolutionising the way businesses interact with their customers. From improved customer engagement and satisfaction to increased efficiency and cost savings, ChatGPT is already having a significant impact on the digital marketing landscape.

Right now, we’re all in a prime position to take advantage of the opportunities that ChatGPT presents. It even helped write this blog! With so many benefits (and right now, for free), what’s stopping you from seeing what it can do for you?

/by

Do we skip ads on sight?

, ,

TikTok has become an indispensable tool in the advertising industry, and our dependence on it continues to rise. However, compared to our fast-commerce cousin America, we are still operating in an early-maturity phase.

Of TikTok’s 100 million monthly users, Australia makes up a pretty bold 7 million accounts — the majority being Gen Z! That’s a lot of scrolling. But we don’t see those wild numbers on paid assets in the same way as an organic post.

It’s an issue faced by all industries, but it becomes even more evident that something about our ads isn’t quite landing when we look at our US friends. If we compare two ads from the TikTok ads library, we can see a pretty huge difference in results.

When typically reviewing the top-performing creative (measured by CTR) between Australia and the US, we can see a 99% increase in engagement. The only huge variable between the two is that the Australian asset features very branded overlays, which we typically see with eCommerce creative.

This leads us to a couple of hypotheses:

  1. Marketers in Australia may be less willing to trust TikTok and spend the appropriate budget, or
  2. Viewers on TikTok are less willing to engage with assets that are overly branded.

Last 7 days, eCommerce, CTR 

Australia Likes Comments Shares
#1 Generic Mobile Game 288 0 1
United States
#1 Shoe Brand 1204 61 25

How do paid vs organic assets perform on TikTok?

TikTok engagement is vastly different between paid ads vs organic — just check out the engagement on these assets for eCommerce powerhouse, The Oodie.

  • Oodie Paid: 7K likes, 148 comments, 68 shares
  • Oodie Organic: 58.7K likes, 419 comments, 412 shares
@the_oodie

Comment your story times to be featured in our next video! 🤗 #TheOodie #Oodie #OodieSquad

♬ original sound – The Oodie

These stats open up a conversation around whether companies should even be investing in paid channels at the moment, when there is that sweet, sweet organic reach to be earned. (But we’ll unpack organic reach more in our next blog.)

We want to explore if overly branded content has an impact on how our Gen-Z users consume content. Can they spot something that reeks of ‘failure to understand the platform’? Do they immediately skip over your hard work?

Can users immediately spot non-native content? 

We brought four Gen-Z individuals into the Damn Good office to review a number of TikToks that I found naturally while scrolling. This collection contained a good mix of paid assets, organic assets from a brand, and just plain old organic assets.

 

We wanted to check their behaviour when suddenly scrolling upon these ads — is there an unconscious bias to anything that looks out of place on their feed, and do our current social ad practices resonate with this younger generation?

Our users viewed these assets with the freedom to skip or provide any commentary where they felt necessary. You can view the results here:
https://vimeo.com/749020151

Pretty interesting, don’t you think?

Typically, the user was able to spot ads quite quickly. But surprisingly, many still watched for their full duration; this was mostly those ads in the native TikTok format (think casual, low branding, use of in-platform functionality — bonus points go to DoorDash!).

Our guinea pigs skipped certain paid ads almost immediately if they were overly branded. I’m looking at you, Blackmores & KFC.

Interestingly, all of our users mentioned that they were happy to receive ads and thought that there was a place for businesses to have a go. Many mentioned that they don’t find brands through searching anymore — they almost always find new brands and products through referrals, or through them appearing organically on their feed.

However, they said that brands weren’t very creative on the platform, or were creative in a way that didn’t actually help communicate what they were offering.

Is there a key to success in TikTok advertising right now? 

Fear not! Not all ads need to strip away your branding or fully change your tone of voice.

A good example is our users’ response to an ad for reMarkable. Despite it not being a ‘funny or random’ ad, one user noted that she’s happy to sit and watch a longer narrative, as long as it’s captivating and interesting! But it’s worth noting that you should always keep an eye on ad duration; nearly all long-form content was skipped around the 20–30 second mark for both paid AND organic!

The bottom line here is that your content really needs to be channel fit! If you saw my YouTube, TikTok, and Instagram you would think it was three separate people, but ultimately it makes up my personality. And your channels should be the same! Ask yourself what the role of your TikTok is, and if you would honestly engage with its content.

If you’re a budding TikTok marketer and your boss is breathing down your neck to include more branded elements, try and think about your narrative framework so it’s engaging and adds value for the viewer. And always trim down the fat!

TikTok is on its way to becoming the most relevant and powerful tool in your arsenal. If you’re ROI focused, then you might want to pull back on the design work. People will love you for it.

/by

How to Create Valuable Content for TikTok

, ,

Ah, TikTok. Give an inch, give a mile.

TikTok users approach content in a very different way than other channels. Users are served content without the need to select or seek with intent. Instead, the platform serves content that is performing well with similar audiences, rather than promoting a following list or dominant profiles.

As users approach the platform differently, so should brands. TikTok official statements have encouraged brands to be more creative, more authentic, and to create content that really resonates with target demographics.

The message is clear: experiment and act in a different way to your previous marketing habits. This means reining in overly scripted, branded messages and maybe even dropping the holy CTA (shocking, we know).

But what happens if you can’t see an immediate ROI on TikTok? How can you create content that will benefit you in the long term?

It’s damn good that you asked. There are two key methods we can take to achieve this.

1. Understand your objective

First up, clearly identify your objective for TikTok. Once you understand this, make sure you have buy-in from your stakeholders — from our experience, this can be one of the more difficult steps to manage!

Ask yourself (honestly), is the content you view on TikTok, YouTube, and Instagram is all the same? If you say they are, you’re lying. Marketers are often guilty of putting the same content across all channels without considering if that’s how we, as users, experience social media.

Your TikTok account might not be a sales channel. I repeat, your TikTok account might not be a sales channel. Perhaps you can use it to communicate the value of a product, or maybe you’re on the platform as a tool to attract new business or talent. It could be a source of industry news; think about what you can offer consistently, and what problem you are actively trying to solve.

2. Create free, relevant content

Secondly, you need to create free, purpose-built content for your users. In the age of social media, brands must be providing value for free and upfront before expecting a consumer to commit any further.

On TikTok, we see organic users doing this by the minute, through how-to’s, tutorials, product reviews and storytime narratives around a brand. This goes beyond the immediate value of the product too (think skin routine to increase confidence). As users unpack the extended benefits or failings of a brand, we find winners and losers. Brands that embrace this style of content become TikTok household names, whilst others are left in their dust.

Value-led brands on TikTok

Let’s have a look at a few examples of value led brands.

  1. Fenty Beauty
    @fentybeauty

    Reply to @gregrakestraw And that’s on AMBER #MATCHSTIX SUPREMACY 🤎 All new #contour shades or our viral skinsticks launch tomorrow! Comment your other Match Stix questions below ⤵️

    ♬ In the Air – Official Sound Studio


    Fenty Beauty does a fantastic job of weaving information on how to correctly use their product into their assets, through addressing some of the questions new users will have. They integrate their product seamlessly into recent trends in the makeup industry.

  2. Kitchen Aid
    @kitchenaidusa

    Pumpkin spice and everything nice. 🧡🧈 #MakeItTogether #fypシ @Eitan Bernath

    ♬ KitchenAid – KitchenAid


    Kitchen Aid (USA) have clearly defined their channel objective to be a free resource hub on how to use their appliances and what to make. Serving as inspiration for both users and non-users of their product.

  3. Lululemon
    @lululemon

    Low-impact workout that you can do anywhere, c/o Ambassador @akiniko. #lululemon #fittok #lowimpactworkout

    ♬ original sound – lululemon


    Lululemon provides free workouts on TikTok ranging in skill level. They document both the benefits of work out assistance and feeling good in their products.You can see that most of these examples follow a simple blueprint. They always include a face within the first three seconds, accompanied by both a verbal and written hook.Content typically falls between 15–20 seconds, which is quite important as watch time completion is one of the key attributes for success on the TikTok algorithm. If you’re struggling to work out some hooks, feel free to pinch these to get you started.

TikTok content hook ideas

  • I wish I know about (your product) earlier
  • The only ____ I use for ____
  • 2 products you need for (seasonal activity or event)
  • The product I used to go from ____ to _____
  • Before I started using _____ I used to experience ____
  • 5 reasons you need to be using ____
  • 3 ____ every ___ needs

TikTok video types to test

  • How-to’s (how to use the product)
    • E.g. If you sell candles, your content could be a tutorial for how to create an autumn living setting featuring your candle
  • Brand exposition: Why did you create a brand, begin to humanize your brand
  • Behind the scenes

Through creating value-led content, you can reach a highly engaged audience that sees you as honest and trustworthy. While there may not be immediate ROI on TikTok, you will position yourself as an authority in your industry and increase your top-of-mind awareness.

It may take a little longer to build your audience but once you master your organic TikTok strategy, you’ll be wielding the full power on the platform (and you’ll even have your paid strategy shaking in comparison).

/by

Damn Good in the Making

, ,

Damn Good was born out of the high-powered Melbourne digital marketing agency, Social Garden.

After a decade in the property and education market, our team has evolved into a highly effective marketing machine. We’ve found ourselves rolling out video and social content that continually exceeds expectations, so it made a lot of sense for us to evolve and adapt to the new market climate.

So, where does Damn Good come in?

After nailing the property and education market, next on the firing line was the eCommerce industry. We wanted to cut through the paint-by-numbers marketing routine and deliver platform-best practice, innovation, and results to boot!

We noticed a lack of accountability from media agencies on their clients’ bottom line. This, matched with a lack of integration of data across the channels, resulted in pretty poor performance and unhappy clients.

We know that a one-size-fits-all approach to your channels isn’t right in 2022, and will ultimately diminish your sales and ROI.

Through offering a unique and purpose-built blend of content, advertising, SEO, marketing automation & sales integration, we can partner with any client to grow their brand.

We want to do marketing the right way — the Damn Good way.

But what makes us different?

We’re really passionate about reaching your customers at the right time, in the right place, with the right message.

There are a lot of shiny user-generated offerings in the market right now, so what makes us unique?

After over 10 years in the digital marketing space, we are backed by a team that can harness the full power of data in every step of the communication process. This begins with the content strategy and continues well after the customer has purchased.

Our team of content producers will find the right subject matter expert for your goal because we love the nuanced and the unique. We’ll find the trends and chase those cultural shifts, leaving you time to breathe and keep your cool.

We have a talented team of developers, designers, and eCommerce specialists with a hunger for higher conversions. What’s more, our seamless sales integration will make sure you stay focused on the important things.
By implementing a full-funnel strategy with Damn Good, your media spend and ultimately cost per unit sold will become more efficient.

What do we offer you?

We’ve designed a menu of digital marketing services that you can pick from to create a bespoke solution. We know that throwing in everything but the kitchen sink can burn through your budget and spread our resources too thin — and we hate that!

Our solutions pack a punch to cut through the mundane and deliver a nuanced and optimized campaign.

Have a look at what’s currently on the menu. I hope you’re feeling hungry!

 

DIGITAL ADVERTISING

  • Social media advertising
  • PPC/Search engine marketing
  • Display & video advertising
  • Integration — dynamic custom audiences
  • Lead generation
  • Attribution reporting — online & offline events

SEO & CONTENT

  • Video for web & social (UGC, animation, motion graphics)
  • SEO strategy & services
  • Short-form copy (social media ads, social media posts)
  • Long-form copy (EDMs, landing pages, blogs)
  • Social media strategy & services

MARKETING TECHNOLOGY

  • Customer experience journey mapping
  • Marketing Automation implementation
  • Nurture journey design & implementation
  • Conversion-rate optimised landing pages
  • Responsive EDM templates
  • Omni-channel strategies & implementation
  • Integration
  • CRM design & implementation

Damn… that’s good!

We’re not the kind of team to sell you a package and leave you in the dark! Our account managers are high-touch with a maximum of 4–8 clients per individual staff member. This means more time for continual optimisations, strategy, and feedback between you and our team.

We’re honest and transparent with our reporting. There’s nothing wrong with getting deep in the weeds to troubleshoot if part of the funnel isn’t converting as well as we both would like.

We partner with brands who are focused on solving a problem for their user, with a desire to dominate their market with best-practice marketing. Together we’ve been able to work with our clients to deliver memorable and measurable customer experiences and scale their revenue. Check out our case study examples and let the results speak for themselves.

Ultimately, we’re about authentic storytelling, content that converts, and end-to-end marketing solutions.

You win, we win, and the customer wins. Everyone comes out Damn Good.

/by

SCHEDULE A MEETING

CASE STUDIES,
CONTENT EXAMPLES
& PRICING

Are you ready to be DamnGood?
Schedule a meeting with our team now.

www.damngoodcontent.com.au

    SCHEDULE A MEETING

    Monthly Business Revenue*


      SIGN UP NOW FOR DAMN GOOD INFO