What is a widget?

The definition according to Wikipedia: "A web widget is a portable chunk of code that can be installed and executed within any separate HTML-based Web page by an end user without requiring additional compilation. They are akin to plugins or extensions in desktop applications."

The idea of personal, portable, virally-distributed content in the form of widgets will redefine how we think about Web pages and how advertisers think about using the Web to communicate and interact with consumers.

Content and functionality delivered via Widgets run from entertaining to practical. To view examples of widgets, or download some for yourself take a look at the Yahoo Gallery of widgets at

http://widgets.yahoo.com

Online Content Must Be Useful, Relevant and Targeted

Regardless of the delivery mechanism, one thing remains true, content really is king.

Consumers are sophisticated and they expect information presented online, through e-mail and other marketing touch points to be relevant and useful to them personally. In a recent survey conducted by Method Engine, the majority of participants reported that the relevance of content is more important than the mode of delivery.

How often have you received a message directed to you personally through mail or email that had nothing to do with you or your interests? In an instant, the credibility of the sender diminishes to zero. As a recipient, you believe that the sender knows (and cares) nothing about you or your needs because of that message. At that point, the opportunity to build a relationship with that individual is lost.

Targeted online communications rate extremely high both in terms of educational value and engagement among users. Interactive applications are expected to be the format most likely to provide the most targeted, personalized content by consumers.

"Children of the Web"

No, it's not a documentary about Method Engine, it's a new article by Business Week. "We're now at the busy crossroads where globalization meets Web 2.0. This presents both a challenge to the old ways of doing business and an opportunity to gain tremendous leverage via the right goods and services. To thrive in this era, companies will have to figure out how to engage young people from all over the world when they conceive of products and services. Businesses need their help in turning concepts into finished products and, especially, in marketing them. Another angle: Companies can follow the trail of blogs and social networking sites to find and recruit young employees all over the world."