What the heck is a widget?

What the heck is a widget?

Over the past couple of years, yet another new term has entered the marketer's vocabulary; that term of course is "widget." And while many people are already talking about widgets 2.0, many others are just starting to pay attention. Whether you think widgets are the most annoying fad ever or the most innovative trend in interactive, there is no denying they are part of our industry dialogue. These days, I can't have a conversation with a publisher, salesman or colleague, read an article or attend a conference where the word and topic is not being debated. Often the debate centers on the mere definition of a widget -- not how or when they should be used, or who is leading the way.

Beyond the definition of a widget, what qualifies as a widget is being debated in marketing conference rooms around the world. Depending on the size and focus of your company, and your role within it, you may have debated whether this new "thing" should be called a widget, a gadget, a desktop application, a downloadable application, or some cool new name native to your company. 

With that said, let's take a deeper look at the what, why, when, who and how of widgets. Beyond the definitions I've heard, I thought I would first see what Dictionary.com had to say. As I expected, the results were as varied as the debate:

Widget [wij-it] -- noun -- a small mechanical device, as a knob or switch, esp. one whose name is not known or cannot be recalled; gadget: a row of widgets on the instrument panel. 2. In graphical user interfaces, a combination of a graphic symbol and some program code to perform a specific function (e.g. a scroll-bar or button). 3. A device or control that is very useful for a particular job usually provides widget libraries containing commonly used widgets drawn in a certain style and with consistent behavior.

Or what about this simple and more industry-specific definition found at FreeWebs.com -- "Widgets are small content features that help make your site personal and unique."

Some of these definitions are relevant to our everyday businesses, some are not. For the purposes of moving forward, let's assume that widgets in this article's context mean everything from Facebook widgets to unique on-site widgets that brands develop to drive engagement, sales and/or ad revenue to more complex downloadable widgets/desktop apps that have multiple functions. In the end, the common thread across all of these widgets is that they all aim to drive some type of customer action (purchase/revenue, brand awareness/engagement, pass-along, etc.).

Why and when should I care about widgets?

Many brands have harnessed the power of widgets over the years. As the use and marketing of these tools become more commonplace, it's only natural that more marketers are asking if widgets are right for them. Whether you are a publisher looking to gain traction and loyalty on the crowded web, a retailer attempting to make it easier for customers to interact with you while building your brand, or an aspiring developer anxious to create the next great widget, there are many reasons why more people are listening when it comes to widgets. But should you care? And if so, why?

The industry is still working to develop standards when it comes to measuring the success of a widget (beyond how many people "grabbed" your widget) and the growth forecast for the industry. Part of the challenge may be that there are many different types of widgets with many different types of goals. Some aim to simply build brands while others are part of a sophisticated content distribution strategy. Others are viral tools to support a new product, service, movie, etc. And then, of course, you can sponsor or serve a banner ad in someone else's widget, or you can build your own. However, if we were to just use anecdotal stories as a way to determine why one should care about widgets, there would most likely be enough to convince most marketers that there is a sea of opportunity. At the same time, there are as many failed ventures to scare off those still new to the world of widgets before they even get started. 

Despite all of the buzz and headlines that a few of the big breakthroughs have garnered, widget success is not guaranteed. With that said, companies should consider the following points before embarking on the journey of creating their own widget:

1. Creating the widget is not enough. Before you even go down the path of building your own widget, do your homework and decide if a widget is right for you. Understand what your customers want from your site/brand and how your widget will make it easier, more fun, more memorable or worth talking about. If you feel you have a homerun on your hands and widgets are indeed right for you based on your priorities and customer needs, it's time to decide how you will market your widget to break through the clutter and be sustainable.

2. Does my widget idea already exist? In today's competitive environment many ideas may already exist. This doesn't mean you can't improve on an existing concept, just that you should be aware of it and determine how you can best improve on it to get people to interact with your widget.

3. Define your goals and set clear success metrics. Although industry standards are still being developed, most companies know what is important to them. Whether you are a publisher fighting for eyeballs to monetize, a branded site looking to get customers to download your app, or you have distribution partners use and market your widget/sales engine to their audiences, you can't achieve success if you haven't defined it. This process should also help you decide who you should partner with and how much you can spend on your venture.

When should I develop a widget?
Whenever I am asked this question by colleagues, my boss or friends in the industry, I revert back to my previous points about first understanding if you should even be talking about widgets. It really does depend on your goals, your budget and your customer base. Do your customers care about widgets, does this help support your higher level goals as a brand/company, and do you have the budget to take a swing and a miss? 

Before you decide if the time is right for your team to develop the next great widget, you might want to consider following the advice of a fellow iMediaConnection.com writer, Evan Gerber, whose thoughtful article "Avoid these Facebook faux pas" offered these words of wisdom. "Do some serious soul searching. Are you embarking on a social networking (widget initiative in this case) campaign because someone thinks it's cool, or because it fits in with a larger approach? Think of it like any other marketing channel -- if it's not part of a larger holistic strategy, it's likely to fail." 

Although his comments were specific to a social media campaign, they are relevant to the widget decision as well. I couldn't think of a better way to put it, so thanks for the words here, Evan!

Who is using widgets?

Although there are new widgets popping up every day, there are some clear leaders who are setting the bar in terms of development, innovation and success. Here are a few from the many that I think are doing it well.

Tripadvisor
When you go to the tripadvisor site, the directions and value proposition to downloading its "cities I've visited" widget are simple, but the functionality and buzz factor of this widget is off the charts. "Where have YOU traveled?" asks the widget. Create an interactive travel map to share with your friends and help them plan their trips. Nearly everyone I know is using this widget -- from my teenage cousin to my 60-year-old father-in-law. I can't wait to plan my next trip?nice job!