Targeted distribution
While it worked in the movie "Field of Dreams," in the world of widgets, "if you build it, they will come" does not apply. Simply developing and deploying a widget does not mean people automatically will see it, much less use it.
When it comes to rolling out a new widget, success hinges on a well-defined and valid distribution strategy that, again, incorporates the basics of media planning by including timely and personalized content.
Also, while distribution is not synonymous with a broad-based media plan, it does need to focus on a clear understanding of your audience and its role within the larger marketing and communications effort.
We all will learn more as the widget paradigm evolves. In the interim, it's wise to focus on your "lowest hanging fruit" -- or core audience. We are in a fascinating digital space where convergence and consumer control are leading communication mechanisms and successful distribution of your widgets can play a significant role in attracting and retaining customers.
Below are general guidelines for creating targeted distribution of widgets:
- Leverage your brand ambassadors. Ensure that your internal and external influencers (including placement on lists and websites) are at the top of your distribution list. They often have a broad network of associates within your targeted communities, thereby quickly extending your reach.
- Entice and engage. Reward users for their participation and advocacy of your widgets. Customer loyalty programs that offer discounts for usage and referrals are an excellent way to keep users coming back.
- Keep it simple. Don't recreate the wheel. Advertising.com's Joel Fisher highlighted a few key techniques at iMedia's Brand Summit on Feb. 11, such as leveraging industry standards, following publisher specifications and utilizing Flash technology.
Modeling and measurement
It's imperative to track and measure both engagement and exposure, to know whether your widgets strategy is working or not.
Good, bad or indifferent, digital media will continue -- at least through 2008 -- to rely on metrics and accountability. Therefore, the industry must seek ways to understand intentions through merging qualitative and quantitative objectives.
Below are guidelines for ensuring accurate measurement of widgets:
- Set clear objectives. Tie your widget execution to your overall marketing strategy. Define what you are trying to achieve, whether it's better awareness, more traffic or increased revenue.
- Establish success metrics. Set milestones or "test" metrics to measure against your objectives, particularly if this is your first foray into widgets.
- Test, analyze and optimize. Follow this measurement rule of thumb from digital disciplinarians. Project primary exposure, installations, pass-alongs, secondary exposure and usage. Enable measurement tools to track those metrics. And set optimization timing and tactics.
Other considerations and cautions
Keep in mind that, even though heavyweights such as Facebook, iGoogle and MySpace have a huge potential audience, all of our great widget exploits further yield media fragmentation. Monitoring the impact of the following will help you create and deploy widgets with scale and effectiveness, as opposed to creating additional noise.
- Convergence. We need to be honest with potential usage based on a couple of factors: 1) Beware of audience double-dipping and 2) Allow your consumers to bring an experience to life in their third-party environment.
- Technology. Consumer-controlled media and open APIs have allowed platforms such as Facebook, iGoogle and other social communities to thrive, making it even more imperative to consider usage and target-ability.
- Content. Even though the audience may be counted under a particular address (e.g. facebook.com), valuable content will drive usage. Trusted content providers that create relevant extensions on for third-party platforms have had good success, particularly in terms of brand integration.
- Return on investment. To further increase revenue, consider content licensing and syndication, setup and production fees, and server/tracking technologies.
By beginning to apply these media planning principles to your widget strategy, you'll be ahead of the game in both serving your audience and improving your business results.
Marti Funk is vice president of client solutions and insights for Sportgenic.