Wednesday, 16, Jan 2008 09:57
Widgets are not "inherently viral" and many will require help if they are to reach a wide audience, an expert has warned.
Liza Hausman, marketing vice-president for social marketing firm Gigya, made her comments to the ClickZ network following the launch of a new widget advertising and distribution network by her company.
The new system allows advertisers, social media users and content creators to connect with each other and to track widget advertising campaigns.
"It's a bit of myth that widgets are inherently viral ... Only a small handful of these things are so compelling that everybody shares them with their entire networks," Ms Hausman explained.
Recently, Justin Kirby, managing director of Digital Media Communications, argued through an article on the iMedia Connection that it is becoming harder for viral campaigns such as widgets to become successful as many brands are now using the tactic to reach consumers.
He urged marketers to look for ways to build "long-term customer advocacy" rather than to shift products in the short term.