How to Use ChatGPT for Mobile Growth: 3 Leaders Weigh in

ChatGPT has been on everyone’s radar recently, but how can mobile marketers use it (or not use it) to contribute to mobile growth strategies? We asked three mobile growth leaders for their advice.

Tune in to the live panel to hear more thoughts not only on ChatGPT, but also real-world advice on mobile acquisition and retention strategies, ways to improve ROI, and which goals to prioritize amid budget cuts.

 

Janice Caston
Vice President, Marketing Operations at Foursquare

 

 

Why do you think ChatGPT is such a big deal right now?  

Efficiency. From a marketing perspective, the last few years have been focused on speaking to how hard it is to keep up with the volumes of data we have, and the content we need to engage with customers effectively. ChatGPT can be used to solve for both of these challenges (and more, of course). Not only can ChatGPT help marketers query data more effectively, it can help with content needs (and more specific content needs at that). I see big strides in the area of customer engagement and personalized experiences.

What are two or three ways that marketers can leverage ChatGPT for mobile growth?  

I see so much opportunity in the area of creating more sophisticated and personalized experiences. I see the opportunity to think beyond traditional “segment-based” marketing to deliver very specific, individual journeys met with a level of personalization that was never before possible.

Is there anything you would caution against?  

I think at this stage, everyone should be “experimenting” (no matter their area of focus). If you’re responsible for building your social media program, how could ChatGPT be applied? Consider putting together a point-of-view piece about how it can be used as it relates to your specific area of focus. You may not need a plan to use ChatGPT today, but I am certain we’ll all be asked how we’re using ChatGPT to make our jobs easier within the next 12 months.

What do you think will be the long-term impact of ChatGPT on mobile marketing?  

I think it’s a bit early to understand the full impact. I can see ChatGPT playing a role in “trend spotting” that can be more distributed and when small companies have access to these tools, there’s less limitation. We’ll all need to build better customer experiences and over-deliver in this area, because the bar will be pushed higher and higher given this broader, more distributed access to tech.

Meghan Reynolds
Sr. Director, Growth Marketing at Oura

 

 

 

 

Why do you think ChatGPT is such a big deal right now?

ChatGPT is a big deal right now for a few reasons. One, it’s accessible because it’s open to anyone with an internet browser. Two, it’s helping increase efficiency because it is able to hold natural conversations with humans which makes it feel like you are talking to a real person, not a computer. And three, it’s able to generate a variety of creative formats, including poems, code, scripts, musical pieces, email, letters, etc.

Is there anything you would caution against?

It’s not a source of truth; it can help with idea simulation. Anyone using it needs to still be diligent about citing work, understanding where the data and information came from.

What do you think will be the long-term impact of ChatGPT on mobile marketing? 

This is a hard one; it could be really good or bad. In a good scenario, it can help make apps and the internet more intuitive and easier to use. As an example, getting help with slightly more basic customer service questions. It could improve customer engagement by learning how to answer more accurately. On the flip side, I can see it being dangerous as it could help spread false information.

Madi Palermo
Head of Product for D2C at Ibotta

 

 

 

 

 

Why do you think ChatGPT is such a big deal right now? 

ChatGPT represents a major breakthrough in advanced natural language understanding and accelerated generation. It’s also wildly versatile and accessible through APIs and platforms, which means scale and adoption will be swift. It has the potential to revolutionize industries across healthcare, content creation, and more. Most tech companies are seeing GPT-4 as a secret weapon to exploit for improving both operational efficiencies and their customer experience.

What are two or three ways that marketers can leverage ChatGPT for mobile growth? 

There are so many use cases. A couple that come to mind are tapping into a more personalized customer support model and using ChatGPT to analyze user feedback and market trends to help predict new features and experiences.

Is there anything you would caution against? 

Many leaders are cautioning us to slow down. ChatGPT (and other AI labs) raises ethical and philosophical questions about what we’re ultimately trying to achieve with this new technology and the potential for unintended consequences on society if development continues to go on unchecked. It can absolutely be a massive force for good (and is already), but I think it’s smart to consider taking a measured approach. We didn’t do that as a society when social media was introduced and we’re still dealing with the repercussions, some of which we don’t fully even understand yet.

What do you think will be the long-term impact of ChatGPT on mobile marketing?

ChatGPT has the potential to completely revolutionize the digital landscape — much like Apple did when it introduced the iPhone in 2007. I think it’s likely possible that ChatGPT will be a staple in the toolkit if not foundational for many companies in the future.

Get more mobile growth insights from Janice, Meghan, and Madi in the Mobile Growth Online panel.