4 Tips to Maximize the Potential of Widgets
3. Support your widgets
Widgets have inherent potential to generate buzz and viral traffic, but marketers must invest in other media for the initial campaign push. "Send to a friend" or "share" buttons are standard in widgets, helping to increase viral impressions. Allowing users to personalize messages or other features makes pass-along interactions more relevant and engaging. Don't forget existing brand assets here. E-mail marketing, company Web sites and other marketing vehicles are ideal places to build awareness of a new widget. By targeting users who are existing brand loyalists, the propensity of viral traffic will grow—if they download a widget they like, they will pass it along to their friends and family as well.
4. Refresh, engage, repeat
Once a consumer downloads a widget, a marketer's job is not over; engagement will drop off quickly if the content is not refreshed. Widgets with finite shelf lives (movie countdown clocks, for example) may not require as many updates, but creating opportunities for consumers to participate in discussions and interact with each other builds in a sort of crowdsourced refresh that both drives engagement and extends the life of your widget.
Lindsay Wong is a manager of emerging media at Seattle-based digital marketing firm Razorfish. She can be reached at (206) 816-8800.