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Home » How to Become a Marketing Superhero: Giuseppe Stigliano (Transcript) 

How to Become a Marketing Superhero: Giuseppe Stigliano (Transcript) 

Here is the full transcript of Giuseppe Stigliano’s talk titled “How to Become a Marketing Superhero” at TEDxRoma 2023 conference.

Listen to the audio version here:


The Prevalence of Mobile Phones

A few weeks ago, I read this: there are 6 billion people in the world who have access to mobile phones and only 4.5 billion people who have access to toilets. In other words, it means that we have more smartphones than toilets. It is such great news.

It means that there are plenty of telecommunications companies who are making great deals, phone makers and consumer electronics stores that are selling plenty of products. And marketers like me who are creating clever campaigns for these brands, for these companies to support their sales.

The Role of Marketing

And don’t look at me like that. I know what you’re thinking. Here is another hidden persuader trying to manipulate us to convince us to buy useless products and services.

But the reality is that we are all marketers. Marketing is helping the world. Look at this image: thanks to technology, now marketers can reach out to 6.5 billion people regardless of what they are. And we can interact with them. We can exchange thoughts. We can recommend products. It is amazing. It wasn’t possible only a few years ago.

And frankly, you should also think that you do marketing every day. Yes, you too. You are marketers. Every time that you take a selfie, you post it online and you try to build your personal brand. I do exactly the same. Professional marketers do exactly the same on behalf of their clients. And you’re marketers when you put on makeup, when you decide what to wear, when you decide where to go for dinner.

We are all marketers. And it’s fine. We see marketing even in nature. And it’s fine. Look at this male peacock: he’s trying to sell the product himself, trying to attract as many customers as possible, female peacocks, in order to maximize his return on investment. And look at this female bear, carefully choosing the right channel, the river, to maximize her return on investment: salmons.

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