Can ChatGPT make a advertising and marketing workflow?

By Tom Swanson, Engagement Supervisor

Can ChatGPT make a advertising and marketing workflow?
To not bury the lead, the reply is: sorta.  As with virtually the whole lot on the earth it relies on what you search.  In case you are in search of deep, visualized workflows with clear roles/duties all through, you may need to attend a number of years.  Nonetheless, in order for you a pleasant template of steps to construct from, introduced in canned textual content, then put together to be delighted.

The train was not with out worth.  The largest take-away is that doing this actually helped me to grasp my very own wants/needs when it got here to a workflow.

First issues first, although, a bit disclaimer you must see much more typically: I’m not an AI knowledgeable.  Like most other people in advertising and marketing, I’m attempting to determine the place this new paradigm can be utilized, or a minimum of what has potential.  Over the previous few months I’ve been exploring advertising and marketing orchestration, and now I wish to convey AI in.  Listed here are a number of background posts if that is your first orchestration rodeo:

1. What advertising and marketing orchestration is and why it issues
2. Needed instruments and tech for advertising and marketing orchestration
3. Fundamentals of promoting orchestration

As soon as you’re up to the mark on the basics, let’s dive in to AI.  There are some apparent suits for AI in advertising and marketing orchestration.  Listed here are a number of:

1. AI-enhanced challenge administration instruments can ease the pressure on PMs by means of managing communications, step-tracking, avoiding scheduling points, and figuring out wanted follow-ups.
2. AI imagery is nice for wireframing and/or sending reference materials to content material creators.
3. AI that may analyze information units can overview manufacturing timelines to establish bottlenecks and potential effectivity positive factors.

These are all simple, already accessible makes use of.

The promise of AI, although, tends to be a lot broader, moving into the realm of “generative AI”.  So I began to marvel if I might plug in a particular set of circumstances and see if ChatGPT might construct a test-able workflow that I might implement.

That’s the place I landed in the present day.

The Setup

The purpose on this was easy: have the AI develop a workflow that might be applied and examined.  As a secondary purpose, I needed to see if the AI might function a conversational associate.  The thought being that it might assist immediate my mind to give you fascinating concepts (this failed miserably).  So right here is the immediate I used:

“Be my associate in plotting out a workflow for my advertising and marketing crew. This workflow ought to outline how the advertising and marketing crew is orchestrated. How do campaigns and advertising and marketing packages get produced and launched? How ought to our crew, which incorporates planners (subteams: world and regional technique, built-in advertising and marketing, product advertising and marketing, and model), executors (subteams: copywriting, graphic design, net growth), and Third-party companies (for content material creation and promoting operations) perform to seamlessly go from ideation to profitable execution?

I wrote the immediate this fashion as a result of it pulls in key stakeholders we might usually see.  The challenges we regularly face with orchestration are the place hand-offs have to happen and the way these groups work collectively in live performance.

The Consequence

The end result was simple, if a bit dry:

“Making a seamless workflow for a advertising and marketing crew, particularly one as complicated and various as yours, requires a well-thought-out technique that encourages collaboration, effectivity, and suppleness. Given the construction of your crew—comprising planners, executors, and third-party companies—we will devise a workflow that bridges these teams successfully. Right here’s a proposed workflow, damaged down into phases, with an emphasis on integration, communication, and monitoring.

Stage 1: Ideation & Technique

1. Kick-off Assembly: Start with a kick-off assembly involving crew leads from every subteam (world and regional technique, built-in advertising and marketing, product advertising and marketing, model, copywriting, graphic design, net growth, and company representatives). The aim is to stipulate marketing campaign targets, audience, price range, timelines, and key efficiency indicators (KPIs).
2. Ideation Classes: Conduct separate ideation periods inside the planner teams to brainstorm marketing campaign themes and techniques. Use instruments like collaborative whiteboards (e.g., Miro or Trello) for brainstorming and thought assortment.
3. Technique Improvement: Planners synthesize concepts into concrete methods. World and regional methods ought to align with built-in advertising and marketing efforts, product advertising and marketing targets, and model pointers.

Stage 2: Planning & Design

1. Content material & Design Briefs: Develop detailed briefs for executors and companies. These ought to embrace marketing campaign targets, messaging, visible pointers, and any particular content material or design necessities.
2. Collaborative Evaluation Classes: Arrange periods the place executors and chosen planners overview the briefs collectively, permitting for instant suggestions and clarification, guaranteeing alignment earlier than manufacturing begins.
3. Approval Course of: Implement a streamlined approval course of utilizing challenge administration software program (e.g., Asana, Jira) the place briefs may be accredited by the required stakeholders earlier than transferring to execution.

Stage 3: Execution

1. Mission Administration Device Integration: Make the most of a challenge administration software to trace progress. Assign duties to crew members, set deadlines, and monitor progress. Instruments like Asana or Monday.com can facilitate this.
2. Weekly Verify-ins: Schedule weekly check-ins with all crew members to debate progress, deal with challenges, and modify timelines if crucial.
3. High quality Management: Implement a top quality management step, the place accomplished work is reviewed by a small crew to make sure it meets the marketing campaign’s requirements and targets earlier than launch.

Stage 4: Launch & Optimization

1. Smooth Launch: Take into account a tender launch to a restricted viewers to collect preliminary suggestions and make changes.
2. Full Launch: Launch the marketing campaign throughout chosen channels, carefully monitored by the advertising and marketing crew and companies.
3. Efficiency Evaluation Conferences: Schedule common efficiency overview conferences to research marketing campaign outcomes towards KPIs, utilizing analytics instruments to collect information.

Stage 5: Suggestions & Iteration

1. Put up-Marketing campaign Evaluation: After the marketing campaign concludes, conduct a post-campaign overview with all stakeholders to debate what labored, what didn’t, and classes realized.
2. Suggestions Loop: Create a structured suggestions loop the place insights from the marketing campaign are documented and shared with the whole crew to tell future campaigns.

Instruments and Practices for Seamless Workflow

• Communication: Use Slack or Microsoft Groups for day by day communication.
• Documentation: Google Drive or SharePoint for doc storage and sharing.
• Mission Administration: Asana, Jira, or Monday.com for process task and monitoring.
• Artistic Collaboration: Miro or Trello for brainstorming and thought sharing.
• Analytics: Google Analytics, SEMrush, or comparable instruments for monitoring marketing campaign efficiency.

Collaborative Tradition

• Encourage open, ongoing communication throughout all groups and ranges.
• Foster a tradition of suggestions the place constructive criticism is welcomed and acted upon.
• Have fun successes collectively as a crew to construct camaraderie and inspire crew members.

By implementing this workflow, your advertising and marketing crew can function extra cohesively, with clear roles, duties, and processes that streamline the journey from ideation to execution and past. It’s additionally essential to stay versatile and open to adjusting this workflow as your crew grows and evolves.”

When you learn the entire thing, you possibly can see it’s a customary workflow.  The steps are clear, it gives instruments for key features, and even provides some recommendations on tradition.  There may be one catch: it is rather generic.

This is identical workflow textual content you could possibly simply discover on-line, which inserts given the supply materials.  It doesn’t pull in particular groups for many steps, nor does it outline the place key possession adjustments and hand-offs happen.  Crucially, possession of every step isn’t even talked about.  Granted, I didn’t specify that till later variations, however even nonetheless it struggled.

A be aware on the AI being conversational: it missed this solely.  It simply ignored that a part of the immediate outright.  After I requested to be extra conversational, it gave me this dumpster fireplace:

“Received it, let’s strategy this extra conversationally. Making certain everybody wanted is on the kick-off is usually a bit like herding cats, proper? Particularly with individuals unfold throughout totally different roles and presumably time zones. Right here’s a thought: What if we handled the kick-off invite like a mini-campaign itself?

Early Buzz: Begin dropping hints in common conferences or emails in regards to the upcoming kick-off, highlighting its significance and the thrilling issues to be mentioned. Type of like a teaser trailer for a film. This will pique curiosity early on.

Private Contact: For key stakeholders, perhaps a fast, private message or name might make a distinction. It’s like saying, “Hey, your presence actually issues for this to succeed.” Do you suppose this might enhance dedication?

Scheduling Wizardry: Discovering that good time slot is all the time difficult. Have you ever used instruments like Doodle or When2meet? They let individuals vote on their accessible instances. It’s a democratic solution to discover one of the best match for everybody. May be value a shot to keep away from the back-and-forth…”

Looks as if it simply added in some slang and some main questions.  Naturally, I then needed to ask it to do the identical factor as Christopher Walken:

“Early Buzz, Wow! — Think about, you begin spreading the phrase, casual-like. Drop hints. “We’re planning one thing huge, one thing thrilling.” Get them curious. It’s like… you’re the director of a blockbuster, and everybody’s ready for the premiere.

Private Contact? It’s Gold. — Now, you attain out, personally. To your key gamers. Give them a name, an e-mail, maybe a dramatic pause, after which, “I would like you at this assembly. It’s not the identical with out you.” They’ll really feel it, the significance, the urgency.

Scheduling? Make it a Scene. — Use these instruments, these… digital magicians. Doodle? When2meet? It’s like casting for the right scene. Everybody will get a say, and bam, you’ve acquired a time that works for the celebrities of your present.”

Sufficient of that.  Again to work, wow!

Visualizing

What I used to be actually in search of was a visualized workflow.  I needed to see if ChatGPT might go from a set of steps to a graphically represented, BPMN-friendly workflow.

Within the premium model, I’ve a number of plugins for this.  Particularly “Diagrams: Present Me” and “Diagrams” [note: couldn’t find a link to this one but its in the GPT plugin interface].  Each declare to allow ChatGPT to have the ability to craft workflows and primary visualizations.  So, I requested it to craft a workflow primarily based on the unique immediate and its response.  Here’s what I acquired in return:

It’s an fascinating take, contemplating the request, however is method off from the intent.  The colours are meaningless, the format is all fallacious.  I believed the “Coordination” arrow on the left was significantly humorous because it’s use of arrows for groups vs. processes appears to be haphazard. The essential half is that this doesn’t outline what the steps are in every section and the way work strikes by means of the method.  It’s a easy record of phases with the groups concerned.

So I requested it to strive once more.  I didn’t give it some other context besides to easily give it one other go.  Here’s what I acquired:

This one simply doesn’t make any sense.  As with most issues ChatGPT, the extra you ask it to do the identical factor, the much less sensical it’s.  In case you are seeking to tweak a workflow, you typically might want to restart the prompts and modify relying on what it has made to date.

So, I acquired extra particular and requested “Are you able to give me one other workflow with every particular person step and which crew owns it clearly indicated?”  Right here is the end result:

A lot better and extra helpful, however it nonetheless wants work.  The enhancements are that it has clearly outlined house owners and hand-offs.  I additionally like that it differentiates between executors, planners, and companies.  Nonetheless, it’s a single linear circulation.  What I needed was parallel flows with a transparent important path for a way work will get completed.

I acknowledge that is asking lots since that is intuitive work that’s difficult even for a human.  Pushing for extra is a part of testing, and with this we’ve discovered some clear limitations round the way it visualizes.  That is what I might count on from the present iteration of AI, however I consider it isn’t too far off from with the ability to produce a stable workflow.

In my subsequent submit, I’ll discover how we will get much more particular with ChatGPT and what prompts to make use of to get the workflow to a spot the place it may be examined, if doable.  There aren’t all the time simple solutions to issues like workflows.  If something, seeing faulty ones helped me to get extra particular in understanding my very own wants.  That alone is definitely worth the time.

If you wish to chat advertising and marketing orchestration, workflows, or hear first-hand how the AI exploration goes, be at liberty to drop me a line: tom@heinzmarketing.com