The Potential Marketing Opportunities Available from the Use of Web Widgets in Online Web 2.0 Environments

In the past few years, the world has experienced a phenomenal rise in the popularity of new web technologies in the form of innovative applications and services. Online social networking websites, blogging, Wikis, multimedia sharing, etc. have all become the mainstay of what we now describe as the Internet, and all have the common purpose and function of allowing the end-user to customise and individualise their own online interactions. The old ways of experiencing the web, one where content was in the hands of the few with the knowledge to build websites and the user passively absorbed what they were given, is slowly fading into memory. People now build their own profiles and share information with friends and new acquaintances from their own personal platforms, all with the aid of specially developed, easy-to-use and free social networking software. Individuals can also become part of mainstream media by broadcasting to the world via blogging sites, and the multitude of online users are actively sharing their knowledge and life experiences building massive stores of information using Wikis, etc. Where once technology transformed culture, how we chose to communicate and interact with each other is now transforming the technology. With online activity rapidly changing, organisations are finding it increasing difficult to remain successful doing business in the old ways. The game has changed beyond recognition.

In terms of marketing, the traditional ways of reaching the target audiences have broken down and become fragmented. Business can no longer simply interrupt the dialogue occurring online; they must become part of it. Into this environment steps the web widget. These are small programs that can be inserted into a website, social networking site, blog, mobile device, etc. and display content in small screen format. They are free to grab and easy to insert in a person’s desired online location. At present, they are seen as fun objects, but if they have the ability to be virally syndicated right across the network, and elsewhere, then any message accompanying the widget will also find its way into people’s own private webspace. As an innovative marketing tool, surely the day of the web widget has finally arrived? This work will endeavour to demonstrate the marketing potential available from the use of web widgets, particularly given the new operating environment of the web today.