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I'm Giacomo

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Sunday thoughts:

 

What is marketing?

 

After 10 years in the industry, I still struggle to give a single, convincing answer.

 

But something dawned on me lately.

 

I might not know what marketing is,
but I know what marketing should do.

 

💡Marketing should make your prospective customers “feel” something.

 

Because great marketing is all about feelings.

 

It isn’t about what it communicates.
It’s about how it makes you feel when it does.

 


When I see an ad by Audemars Piguet, I feel wealthy.

 

Even though I’m not.
Even though I’ll never afford one.
Even though I’m not even into watches.
Even though my $80 Swatch makes me perfectly happy.

 

But feeling wealthy is a good feeling.
And I’ll always associate this brand with a good feeling.

 

That’s all that matters.

 

And If I ever become wealthy, indeed Audemars Piguet will be the first brand that comes to mind.

 

When I see marketing from The Economist, I feel smart.

 

That’s why I’m a customer.

 

Not because I am objectively smart, but because I like to “feel” smart.

 

Even better, I like to feel smarter than others.

 

The simple fact that the ad was served to me (and possibly not to someone else) already reinforces my feeling.

 

And again, that’s all that matters.

 

Some marketing makes you feel like sh*t.
On purpose.

 

The promise?
Buy, and you’ll stop feeling like sh*t.
Buy, and you’ll be happy again.

 

The classic “Buy now! tomorrow the price will double” just makes you feel FOMO, stress, and discomfort.

 

And that’s why you buy: to stop feeling like that.

 


It’s now proven that ChatGPT is increasingly used as a personal assistant, as a life coach or even as a friend.

 

Our interactions with consumer AI are highly emotional. Who hasn’t argued with their chatbot?

 

As marketing increasingly flows through AI conversations, its emotional side, not the technical one, will only grow in importance.