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In Marketing, Motives Matter

by Ilana Rabinowitz |

Marketing is becoming a very different business. I’m not talking about the new tools and platforms. I’m talking about how marketers themselves have to change the way they think about the people they reach.  That change is going to be counterintuitive and uncomfortable for business people. It requires that we look at the ultimate goal as the relationship. Now, I can hear you saying “we’re in business to make a profit.  That has to be…

About the Author

Ilana Rabinowitz

Ilana Rabinowitz is the vice-president for marketing for Lion Brand Yarn and blogs about social media at Marketing Without A Net. Rabinowitz approaches marketing with an uncompromising focus on the customer and a grounding in psychology and neuroscience to understand what motivates people to make buying decisions.  She believes that businesses need to develop their own media as a means of creating a branded experience for customers.  She has spoken at digital marketing conferences including Web 2.0, Blogher Business and Internet Retailer. She is the author of a book about psychology, a book about mindfulness and co-author of a book about the culture of knitting. Follow her on Twitter at @ilana221.