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Max Goldberg

President
Max Goldberg & Associates

So, the more something gets shared, the more it will be shared. Is that science? The likelihood that a piece of content posted by a brand will go viral is infinitesimally small. Marketers should focus on providing fun, informative content to consumers. If it goes viral, great. If not,...

Any steps that retailers can take to make customer data more secure are steps in the right direction. The ability to collect and disseminate information about security breeches will help retailers and build consumer confidence.

The problem is that once threats are identified, retailers need to spend the money to...

Heartbleed and other viruses dramatically demonstrate the need for retailers and consumers to be ever vigilant when using the internet. Security must be a constant concern. Retailers should help consumers create and maintain passwords, just as they must keep their websites as secure as possible. Unfortunately, consumers' worst fears...

Retaining customers is what's it's all about and this is another win for Amazon. Just as Prime brought consumers closer to Amazon, so will Dash. With Prime, consumers no longer had to worry about shipping costs. With Dash, they no longer have to worry about shopping lists. Just speak...

Even if they only sell a few of these suits, this is a home run for J.Crew. Retailers should be responsive to consumers, within reason. Not every consumer is going to command the blog of a popular magazine, but each is important in her own way. This is listening...

Just as Target thought it had a hook for its grocery business, Walmart trumps them. The challenge for organics has always been to find a price point that would appeal to the average shopper. With Wild Oats, they seem to have done that. Now let's see if WM brings...

I'm underwhelmed by this program. All but 17 of the products are already offered at other retailers. The new products might be a new scent or flavor. This is not a big commitment from Target for anything new or different. Target may get an initial boost from the advertising...

Whoever did not protect the data should be responsible for the costs of a data breech. That responsibility previously rested on the shoulders of the financial community. If a retailer does not take adequate steps to protect customer data, and if that data is stolen, the retailer should be...

Marketing should claim this role. Why create another level with claim on customers and the customer experience? Taking this responsibility will require a more hands-on role for marketing, especially at store level.

Basic questions marketers should ask themselves include: How to create a single look and feel for the shopping...

This is a novel, attention-getting approach. IKEA will spend a small fraction of its overall media budget demonstrating how its products can be used to completely decorate a home. The company will primarily use YouTube and social media, which should appeal to Millennials. Now if they could just help...

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