Why I love the concept of widgetising everything: extreme portability.
Widgets here … Widgets there … Widgets everywhere !!!
The more I read about widgets and their possible use by marketers and brands, the more I think that there are some really smart people out there. But what’s even more incredible is that, eventhough everyone agrees (and is excited) that widgets and content portability is strategic to brands in their capacities to reach and create a more direct link with their customers, I don’t see or read anything on any ongoing projects dedicated to us, brand consumers.
The very aspect of branded content portability when combined with social networking brings up an amazing concept: consumer generated branding.
We all know that web2.0 in being content generated appeals to us all. Because in real life, we as consumer, do not want to simply “consume” rather than be actors of our consumption needs. Once again, as consumers, we want to tell our favorite brands what we think of their products, how they could be improved, or why they should be less expensive. We are more concerned with what they are made of, what is their impact on our planet, where they are made and by whom. Thus, we have becomed more informed, we change easily from one brand to another and we even have the possibility to make critics that will have an impact on sales (Amazon has clearly understood that and has made this last fact one of its best selling argument). It’s a nightmare for brand marketers …
Actually it’s not!
Give me the means to have an interaction with my favorite brands elsewhere than on a brand’s website (who takes the time anymore to go and look at a brand’s website anyway !!! And to get what information !!!) and to exchange with others like me. And don’t forget to widgetise all this because if you want your message to be heard, there is no network better than that of a brand lover like me.
Brands, just be honnest, we know what you want, but do you know what we want? I bet I could do a better job at promoting your brand and your products. Actually, I’d love to do this because I don’t mind being a branded content generating consumer. All you need to do is ask. Trust is important in any couple.
Cheers.