Bronto Blog

Widgets are hot. Users like them because of ease-of-use, companies like them because they allow for a viral spread of brand recognition. Ultimately, though, most marketers are asking themselves, “How do I really leverage a widget?”

Web widgets, Google Gadgets, desktop gadgets, social media widgets, and more; how do you know which to leverage and how to leverage? First, consider your business objective. If you want to do it just because it’s hot, reconsider. Often times rushing into something without a strategy can hurt your brand, not reinforce it. You can use widgets to extend your brand, drive traffic to your site, create viral tools to reach a broader audience, or embed content on other sites. Determining which, or how many, are the right approach for your business will also help you shape what metrics you would like to use to evaluate success. For example, if you choose to drive traffic to your site, are you ensuring that you are able to track that the widget is indeed driving traffic. If you can create that dynamic, then you will be able to monitor and control where you place your widget and which partnerships and outlets are best performing for you.

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