Web: Why Your Web Marketing Strategy Needs A Widget

Welcome to the Me2 Generation aka Web 3.0. It is their world, we just live in it. And as precious as your content may be to you, ultimately it means little to them if they are unable to interact with it, share it, and personalize it...

Have you made it possible for your content to live in the worlds that are important to your audiences? >>Full Story

Thoughts// For anyone thinking about widget/gadgets ('gadget' is what Google calls it's widgets), this blog on FastCompany.com is a fascinating take on the future of content in the interactive medium. The most compelling argument for creating a widget/gadget is that it empowers your "evangelists" to take your brand/product, personalize and "pimp" it for you.

Brands grow when they let go, and a widget that thrives on multiple environments—be it MySpace, Facebook, personal blogs or your MyGoogle page—can provide consumers the ultimate PERSONAL brand experience.

The widget discussion is something we've been having internally at Travel Oregon for a while; we recently collaborated with our agency (w+k) to build an iGoogle gadget (it's in alpha right now - screen shot above). Essentially this is our stab at "decoupling" the content from our site and allowing consumers to experience the Oregon brand on their own terms, in their own spaces.

Widgets Reach Wide Swath of Web Users

As ComScore today announces it will begin measuring one more online channel, widgets, it's worth noting just a year ago few had even heard of the term. Now consider that ComScore Exec VP Linda Boland Abraham was so astounded by the technology's reach she had to borrow a co-worker's reading glasses when she saw the numbers the company had run on widgets.

"I thought, 'This can't be right,'" she said. "I was extremely surprised, even as somebody who tracks the web. We had no way of anticipating until we took a worldwide view of it." >>Full Story

Thoughts// Another article, this one from Advertising Age, discussing the rise in popularity of widgets. The highlight from this article in the announcement that comScore will begin tracking the use of widgets and widget creation sites.

Word of the Week - Widgets

A widget is a term that can be used to describe two different applications: a web widget and a widget engine.

A web widget is a portable chunk of code that can be installed and executed within any separate HTML-based web page. Popular examples of this type of widget are promotional movie photo galleries that could be incorporated into your MySpace page or blog.

For example, here is the NBA Finals scoreboard widget, taken from the NBA site and updated daily from the NBA:

In computer software, a widget engine is host software system for physically inspired applets on the desktop (also known as desktop widgets). Two commonly referred-to types of widgets are the Yahoo! Widgets and the Dashboard widgets of Apple Macintosh computer users. Widgets, in this case, are downloadable interactive virtual tools that provide services such as showing the user the latest news, the current weather, a dictionary, a map program, sticky notes, or even a language translator, among other things.

Orbitz Launches New Desktop Application

Continuing its customer commitment to innovate with technology that keeps travelers "A Step Ahead," Orbitz today announced the launch of a new desktop application -- Orbitz Insider Deals. This intuitive and convenient downloadable program enables customers to access special offer "insider" deals, customized travel tools, and the very latest travel information that will give them an edge in the fast-changing travel space. >>Full Story

Thoughts// Similar to the very popular 'Ding' widget from Southwest, the new Orbitz Insider Deals widget or desktop application will put travel information, fares and the latest news directly into a user's desktop...rather than having to visit Orbitz.com, you can simply check your desktop. Not too mention it also puts the Orbitz brand directly in front of the users who download the new application.

Web, computer "widgets" offer branding opportunities

Pop quiz: What technology is on the cusp of changing the face of Internet advertising as we know it?

Answer: Widgets.

Simply put, widgets are mini-applications that offer easy access to Internet-based content and information. What makes them special is that they do so without requiring users to visit a specific Web site. >>Full Story

Thoughts// An excellent article on the growing widget trend. The line 'Desktop widgets are downloadable tools that provide access to information, content or services without requiring one to launch a Web browser.' is a near perfect definition. As the article alludes to, the trick is creating a widget that provides valuable content to your users...and a valuable branding / advertising opportunity for the marketer.