Wednesday, June 25, 2008
Widgets: Taking You Where the People Are
Stop trying to reach people.
Please. Seriously, I am begging you. Just stop.
The information age means never having to blast people with a million messages to get them to know who you are. The information age means never having to spend millions to develop a 30-second television spot and countless print layouts. It means never having to build a brand one million people at a time.
"But it works," you say.
Meh. Not really.
In a digital world, the power of your brand comes in two areas: your URL (how people find you) and what you do (functionality of your product). You get to determine both of those, but the conversation online determines the success -- and ultimately the stickiness -- of your brand.
So stop tracking people down one million at a time. If you do and you fail, you've started quite a conversation. It goes something like this: "You suck."
I wrote yesterday about Nike's marketing strategy, promoting its brands through community. There is a more fundamental element to that outside of social networks: software widgets.
Widgets are pieces of code that your community can add to their individual sites, which allows you to update information instantaneously across your entire network. It also enables them to promote your brand.
There are countless case studies from people studying how widgets both aid the brand awareness and ensure that as it goes viral, it comes from a trusted source.
It's scary to start (I guess), but few people who actively engage in widget promotions end up regretting it because you galvanize your most important asset: your customers.
By Brad at 02:38 PM | Comments (1)