Keynote :The future of marketing is psychological, not technological with Gee Ranasinha

Much of what we call ‘marketing’ today, is broken. Why are we spending more and more on marketing, yet getting worse results? As customers, virtually everything we buy - consciously or unconsciously - we buy emotionally and post-rationalize logically. In other words we buy from the heart, and justify from the head. Gee Ranasinha, marketing and behavioral science expert, thinks the reason we're getting disappointing results is because our marketing is failing to consider the emotional and contextual drivers that influence buyer behavior. Effective marketing today requires messaging that encompasses both the logical and pragmatic, as well as the emotional and irrational, in order to stand out and be remembered in a world full of automated but generic content and an increasing lack of brand distinctiveness.