When It Comes to Good Marketing, Customers’ Feelings are Facts. Perhaps you’ve heard the adage that people are not likely to remember exactly what you say – they’re far more likely to remember how you made them feel. The marketing community often discusses empathy and connection as pre-eminent ways to build brands’ momentum. I have been writing a […]

COVID-19 Lays the Groundwork for Strong Allegiances Between Brands and Their Customers It is no secret that COVID-19 has put brands in a deeply compromising position. Since so many customers are sheltering in place or are facing profound financial uncertainty, it is incumbent upon brands to find new ways to engage with their audiences. In […]

How Can Marketers Respond to Changes in Consumer Confidence? Every business has felt the impact of the COVID-19 pandemic in some way – and the impact on the economy has been massive. Consumer and business confidence have wavered, stabilized, plummeted, and soared. This volatility is likely due to uncertainty around the virus itself since no […]

How To Be An Effective Marketer & Remain True To Your Brand In Today’s Complex Climate Human behavior is shifting dramatically due to COVID-19 – similarly, online search behavior is changing. Many industries were well poised for shifts in the market and online interactions – just as many are struggling to adapt. There is plenty […]

How Is Digital Behavior Changing in the Time of COVID-19? Extra screen time, anyone? Anyone paying close attention has probably noticed a marked increase in the amount of time spent scrolling on one’s phone or glued to a laptop screen during the shelter-in-place situation that is quickly becoming a global norm. Reading news content online has […]

How To Stay Authentic and Compassionate as a Marketer Today We’ve all seen our inboxes blowing up, our social feeds overtaken and our private worlds flooded with thoughts, feelings and…yes, promotions….amid the COVID-19 outbreak. At ASTRALCOM, we believe that brands can show up in a way that is meaningful and with high-impact today, perhaps more […]

How Should Brands React to the Covid-19 Crisis? It is tempting to read today’s news and hone-in on doom and gloom only for the foreseeable future. Yes – there is the threat of a significant reduction of economic activity due to the COVID-19 pandemic. While many people will be closely monitoring their finances in the […]

What Is Your Team Doing To Make Efficiency A Strategic Imperative? Efficiency is a significant trend for marketers in 2020. That’s why it’s crucial for businesses to understand how to find the low-hanging fruit that can impact your marketing strategy. There is no question that when it comes to seeing exciting, memorable digital marketing, going […]

What Are The Most Important Marketing Initiatives of 2020? A recent research report examines the most important projects, priorities and pressing initiatives that marketing executives and changemakers will be focused on in 2020. Specifically of interest to me, the report details how the shifting marketing landscape affects workflows, overall strategies and day-to-day operations for marketers […]

What Does Press Have To Do With It Anyway?  In larger companies, comprehensive marketing strategies involve consistent collaborations between PR and marketing teams to announce big company updates, new products, promotions, etc. In smaller businesses, the lock-step of marketing with press initiatives can take some getting used to – to simplify, I’m a fan of […]