Bake your Cookie and eat it too!

When the first HTTP Cookie was ever made it had the main objective of making shopping carts more usable therefore converting more sales by giving the users a better experience.

There have been a lot of discussions regarding the privacy issues a cookie implied, but marketers immediatly understood how strong a tool it was and did’nt want to let it go. The real reason for today’s success of the cookie technology is that some major players on the market forced the users to accept cookies in order to be able to access their services.

When a technology is too strong, you simply can’t resist and you forget even when was the time you really allowed it to happen in the first place: Javascript, Flash, CSS…

With a cookie you can track tons of information regarding a user behaviour: where he has been, how many times has he seen wich advertisment, how did he react, what did he do next: basically this is how most of behavioral targeting is done.

But how would you impose such a sneaky object into a paranoid crowd: you give it a cute name! From a marketers perspective it could be more appropriate to call it a “Quicky”…

That a cookie improves user experience there is no doubt, but the tools it gives marketers and the information we gather is unvaluable.

I always was tought that “you CAN’T bake your cake and eat it too” but apparently when it comes to cookies you actually CAN…


Sadok Kohen

Why should teachers have great marketing skills

We are surrounded with wonders. Every day various technologies come to our help in the most amazing ways. And yet we often forget to value the hard work and the immense energy that was spent in making all this available to us. Our life is a fast-food drive in, we just want to eat in the fastest and easiest way without having to understand why are we hungry in the first place.

This is directly related to how education is perceived and executed and who are our first teachers.

When we are children we are very busy growing up. It’s no easy task, we have to live up to society standards and that’s why we are very selective in our choices. Which toys we like, which friends we like, which sports we like, which people we like, its all about new data processed at very high speed and most importantly “without prejudice”. A friend can become an enemy and then become a brother. A toy is inseparable one day, we hate it the other, you get the picture.

One day this kind of open minded social network is forced to stay put in a room with an old guy as the “guardian” for a HUGE amount of time…

You have a very well targeted audience with huge buying potential, LOCKED in a room with you for an almost unlimited and mostly UNINTERRUPTED time frame! (Seth Godin rejoice!)

Does that mean you can sell anything at any price, no questions asked ? Well that must be very well what we are thinking or we are really not that interested in selling, because if you look at how we try to teach our children during their most perceptive years its obvious we are doing a horrible job. But can we really afford to ?

Boring classes lead to attention deficit which lead to boredom associated with learning and boring class after class this information is written in stone. If learning is boring, so is working which directly relates to creativity and production loss of generation after generation. This is a direct economical, sociopolitical and humanitarian loss.

Whereas interesting classes, passionate teachers, awareness of what really is at stake would lead to convert those little minds in lifelong extremely loyal customers of knowledge! Creativity, productivity, health, awareness, everything would rise as a result of this with a huge direct impact on the worlds quality of life.

I remember for example being thought about how a battery works in terms of chemistry. Lots of formulas, lots of big words and history and names. It got a little interesting when a frog was involved but it was immediately replaced with big and boring charts. I think about it now, and how interesting it is actually to “know” with the real sense of the word how energy is created and preserved. What does energy mean. How it gives life to a toy. How it can be used in other areas of my life and the power that such knowledge yields. Its the concept of “energy” that needs to be sold first, and what a product it is to sell! But no, we don’t need that. All we want to do is use “energy” to put in a formula to derive some other constant in an “equation”. Splendid pitch right ?

Today’s marketers have amazing tools at their disposal. They track everything, from attention spans to eye balls. Crowd analysis, statistical charts. Behavioral analysis, direct marketing, personalized messages and many many more. All directly applicable to the subject.

I am sure if the best marketers in the world would have the chemistry book as a client, they would restructure every lesson into a great pitch. Use high tone voices full of passion while selling it and literally pour knowledge into your soul. They would recognize the combination of a great product, value the perfect audience and do everything to make the kill !

You probably think the kids don’t have the money to pay for such good marketers time. If you calculate the potential outcome of such an investment and the ROI you’ll see they are the richest and easiest client there is…

We have the tools, we have the means, we have the knowledge, we have the power and we have the time to do it. Why don’t we ?

Pick any topic out of a school book and turn it into a marketing pitch, complete of media planning, creative, script and all, share it with me if you like. You’ll realize that if you put the same passion you put into selling, lets say, hamburgers, you are holding in your hands the next Big Mac!

Sadok Kohen