Alexander Rauser » admin

HTML5: where will the web take us next?

admin — Thu, 14 Apr 2011 12:33:00 +0000

The entire web is heading toward HTML5! And HTML5 brings a more economical way of creating rich user experiences across devices. This is not news, but something to remember from time to time.

Let’s take a step back for those who are not familiar with this technology. HTML5 is a new revision of the HTML standard and brings a couple of new features such as video support, geolocation and the “canvas” element that renders shapes and bitmaps – useful for pixel manipulations and other nifty effects.

Wait, wait, keep reading. I stop the technical jargon now. Promise.

Whatever happened to experience?

admin — Thu, 14 Apr 2011 12:31:57 +0000

I like nice stuff. I guess everyone likes nice stuff. When I come across something I like, I can expect it will be imprinted in my memory for good. Think of your favorite movies, music albums or artists; you will always remember them.

However, lately I feel there is a lack of quality content being created in the region. It seems the focus has shifted from creating “compelling experiences that stick” to a “constant penetration” approach that relies on new forms of messaging.

Whose responsibility is social media anyway?

admin — Thu, 14 Apr 2011 12:30:43 +0000

We recently hosted a workshop about social media and we started off with a burning question: should companies focus on their social media strategies or should they focus on their overall brand and marketing strategies?

Then again, should we consider social media as just another marketing channel or is it really changing the marketing scene?

The general agreement was that it does matter to an extent. It’s the new “power to the people.” As marketing shifts to engagement and adaptive strategies, social media becomes the channel through which we communicate with consumers now and will hold true even more so in the future.

The question is can you really build great brands using social media?

Then again, should we consider social media as just another marketing channel or is it really changing the marketing scene?

The question is can you really build great brands using social media?

How smartphones are affecting the way we connect

admin — Wed, 02 Feb 2011 09:58:51 +0000

This week someone asked me whether I thought people are losing human connection due to the fact that people are so hooked on their smartphones.

With the access to messaging services, chat, and social networks via mobile phones, people are more connected and updated about each others’ lives than ever before. If you think about how communication, especially across distances, was handled 10 years ago in comparison with today, a lot has changed significantly. Read more…

Why the agency model is no longer what it used to be

admin — Wed, 02 Feb 2011 09:57:27 +0000

The agency model is changing, but there is still plenty of misconception as to why that is. Many may believe that the uprising of digital agencies is slowly dominating the advertising space, stealing all the awards… oh and of course Facebook. But that’s not the case. Read more

Communicating all the way

admin — Sat, 15 Jan 2011 06:55:41 +0000

At Prototype we align our online marketing strategies with something we call extreme engagement; it’s also known as engagement marketing or experiential marketing. What we mean by extreme is that we follow a set of practices that, ideally, lead to significant engagement between the audience and the brand. Read more

Does your age really matter in marketing?

admin — Sat, 15 Jan 2011 06:54:52 +0000

When it comes to target audiences, marketers are often concerned about age demographics. But how important is the age of a consumer really?

For example: male, 21 to 35, GCC resident. This doesn’t say very much if you’re trying to sell tennis shoes. After all you’re selling, not exporting.

Where’s the predicament in this example?

How to take advantage of the creative process

admin — Sun, 12 Dec 2010 17:09:24 +0000

Creativity is not necessarily a gift. Environment and practice can mold people into becoming more creative.

Ideas are inspired by other ideas; they’re contagious. That’s why you have to look outside your own thoughts in order to become inspired. In fact, our most important creativity tool is brainstorming. Read more

5 billion reasons to go mobile now

admin — Sun, 12 Dec 2010 17:07:12 +0000

I made up my mind on the state of mobile in the region after reading a report from ABI Research. First, a few stunning stats and a little simple math: Read more

Unleashing Creativity in the Middle East

admin — Mon, 01 Nov 2010 11:35:32 +0000

In the last few years, the process of unleashing creativity has become essential for many companies and individuals to survive in business. After all, creativity these days is a requirement rather than a benefit. read more