Widget Worthiness
We suggest four simple tests to see whether widgets are right for you:
• Will your widget reach hunters and not doers? Hunters still exist online; that's why Google pay-per-click campaigns continue to work well. The trick is finding the audience when they are in that mindset.
• Will your viral application reach the right target? A recent "viral video" by the British skin products company Elave showed nude people walking around talking about eczema medication. Provocative? Yes. Viral? Of course. But we're certain the ad reached the wrong demographic: Young men looking at risqué models, not women shopping for skin ointments.
• Does your product lend itself to engaging consumers? For example, if you sell mortgage refinancing, it may make sense to launch widgets that give users a chance to sort through rates with an interactive tool. The key here is getting people to engage with your core message, not just the clever widget.
• Can you launch a widget even if it doesn't go viral? If you can afford to spend thousands of dollars on a widget application and have it go nowhere, fine. But when it comes to turning ad dollars into new customers, the widget may be no more effective than any other form of advertising.
Entire Business Week Article: http://tinyurl.com/3853bp
• Will your widget reach hunters and not doers? Hunters still exist online; that's why Google pay-per-click campaigns continue to work well. The trick is finding the audience when they are in that mindset.
• Will your viral application reach the right target? A recent "viral video" by the British skin products company Elave showed nude people walking around talking about eczema medication. Provocative? Yes. Viral? Of course. But we're certain the ad reached the wrong demographic: Young men looking at risqué models, not women shopping for skin ointments.
• Does your product lend itself to engaging consumers? For example, if you sell mortgage refinancing, it may make sense to launch widgets that give users a chance to sort through rates with an interactive tool. The key here is getting people to engage with your core message, not just the clever widget.
• Can you launch a widget even if it doesn't go viral? If you can afford to spend thousands of dollars on a widget application and have it go nowhere, fine. But when it comes to turning ad dollars into new customers, the widget may be no more effective than any other form of advertising.
Entire Business Week Article: http://tinyurl.com/3853bp
posted by Conny at
8:39 AM
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