Most of us align the word widget with Economics 101 back in college (guns and butter, anyone?). These days, the word widget is used in computer terms to define a Web application that helps data from one place be piped into another easily and seamlessly.
Widgets can live on your computer desktop, search engine homepage, Facebook profile or on a blog, Web site or other online destination. They are free, opt-in and update automatically, giving the user valuable return for their investment in installing one.
Whether it’s a clock, calendar, game, news aggregator, countdown banner or audio/video stream, most new Web sites offer some kind of widget to help users extend their experience. Not only are they effective in promoting information virally, typically the content that “feeds” a widget is already produced. Widgets provide an additional medium through which to share existing content.
Recently, a number of companies have jumped onto the widget bandwagon, including Hallmark, Blockbuster, ESPN, Gap, and Sony Pictures. For example, ESPN has a widget that features basketball rankings, NBA has a widget with live streaming video, A&E launched a Facebook widget (also referred to as an Application) that featured a parallel parking game to promote its Parking Wars show.
A recent article in Brandweek says, “Interest in widgets is rising as marketers become disaffected by other methods of online advertising, especially on social networks.”
In addition, widgets give the user the opportunity to adorn their desktop, profile or blog with a brand’s messaging.
By giving a target audience the right digital tools, brands are learning that arming advocates has powerful, viral potential.