widgets and gadgets

Sometimes called a widget, a gadget is more engaging and dynamic than email marketing. Gadgets provide a means to repurpose content to create new types of value for an audience.

A gadget can be described as a website within a website. Like websites, gadgets possess similar elements such as a brand, navigation, content and feeds.

 

Widget and gadget tactics

Depending on the strategy, Firestarter can deplay gadgets for clients to drive different results.

• Direct purchase. Buy directly from the gadget without leaving the social media site. Convenience increases overall sales volumes.
• Time-sensitive promotions. Deliver time-sensitive promotions to encourage response within a confined time frame. Offer free product demonstrations for new cosmetics in the morning to drive store traffic that afternoon.
• Long term tracking. Monitor analytics for user preferences and feedback. A to-buy-list builds a picture of what a consumer is likely to buy in the future.
• Post purchase experience. Stay in touch with the brand after completing a transaction. A picture album gadget can serve photos from a holiday destination just booked.

 

Firestarter create sticky gadgets

From experience, Firestarter has found that by blending a commercial message with simple utilities like clocks, calendars and to-do-lists, a unique and valuable experience is created.

This utility is what motivates consumers to read and share the gadget with other consumers.

 

Promoting widgets and gadgets

Firestarter builds gadgets to be part of a bigger idea which can be supported across media. Gadgets can be promoted as links on websites, microsites, newsletters, and search marketing.

Gadgets can be used as part of a promotion, and integrated into above-the-line communications like radio and television.

 

Gadgets are an alternative to email marketing

Firestarter believes widgets and gadgets are a better investment of marketing dollars than email marketing. Users can add gadgets, without giving away their email address, avoiding privacy concerns and cumbersome opt-outs.

Email marketing is both intrusive and insensitive to user feedback. Unlike gadgets, email marketing permits no real-time customisation.

 

Social media platforms

Firestarter are capable of building widgets and gadgets for different kinds of social media platforms. FaceBook, Friendster, LinkedIn, salesforce.com, MySpace and iGoogle to name but a few.

 

Media costs and fees

In the current economic climate, reducing the cost of retaining and acquiring customers is a priority. Email marketing costs $0.05 per email. Search marketing $2 a click. Traditional direct mail can cost between $4-6 per mailer.

Gadget media costs are zero. The clicks and brand exposure from most social media sites is free. Gadgets are ideal for migrating promotions and advertising – which appear in expensive print media - online, saving cost and impact on the environment.

One-time build fee. Depending on its complexity, gadgets cost between $5-15k to build.

Written 5th Mar 2009