Recent studies indicate that 23 % of internauts use widgets today. Their great acceptance rate makes them very efficient : they have a 14 % average click rate and a transformation rate four times greater than the one of e-mailing. Also one can notice that internauts that come to a website through a widget tend to stay there longer.
So everything indicates that this is a heavy tendency (in french) that offers all sorts of advantages in terms of viral transmission (if someone loves it, he can share it and place it himself on his own blog or desktop) and in terms of driving qualified traffic from the right places (you place your widget on the websites or pages your targets visit : for our renovation offers, the "Do it yourself" stores for instance).
How do you succeed in doing widget marketing?
- The internaut should at any time be able to control the widget, i.e. monitor its level of intrusivity.
- The service delivered by the widget must be meaningful and useful to the internaut; it should allow the internaut to associate a positive image with the brand delivering the widget.
- As the widget is located in the personal space of the consumer, the brand should not be too visible in order to be accepted.
- As well as e-mailing, widget should be used sparingly. Too many requests to the user (in the form of alerts for instance) will lead him to uninstall the widget, and may damage the image of the brand.
@Pascale CAPRON & Stéphane ROUILLY
