Recently OgilvyOne Paris released a widget for Croquons la Vie , Nestle France’s revamped online Consumer Relationship Marketing Program . Aided by what appears to be a concerted digital PR campaign targeting blogs and digital influencers and using its inherent widget -portability or share-ability , it appears to be making some traction. Readily downloadable from the main site Croquons la vie its easily transferable to Netvibes or iGoogle where you can make a number of choices on where and how you want to display the widget.
When it comes to looking at CRM practices this widget doesn’t disappoint from the marketer’s, and more importantly, the consumer’s standpoint. Loaded with a rich content offering of monthly recipe videos, recipe links , and coupons , this widget provides the “value add” that consumers expect from relationship marketing programs. As well, it also adds the possible concept of social marketing and content distribution into the CRM mix as it extends the digital marketing ecosystem beyond websites into the desktop world and potentially into mobile phones overtime.
What is clear about using widgets is that you can extend the CRM based services and value added content , personalize it , and use them as your own private brand driven media channel , pushing content or marketing communications to the widgets, where ever they may be. By simply adding the widget the consumer has actively subscribed to the brand communications , placing themselves very clearly in control of the content they will view as it changes over time. The relationship is nurtured through a constant evolution of digital content offerings and the promise of discounts via coupons that can be claimed directly through the site. What will become apparent over time is that as the install base for the widget expands dramatically, so does its propensity to become a media conduit for other brand communications . Content could even extend to retail partnerships as a way of subtly extending the shopper communications that may link consumers back to instore promotions or e commerce applications.
What is also clear is that in the coming year through consumer uptake of iPhone an or smartphones and the development of Google’s Android ( Open Handset Alliance Project) in 2009/2010, is that the mobile phones will become “widget compatible” . The consumers use of smartphone or Androïd platform, will not be bound to simple static applications but open to a diverse range of content services that can be streamed onto the phone , although for the time being the support of Adobe’s Flash file format seems hard to accomplish on phones.
As Bruno Walther , CEO of OgilvyOne Paris says “The more time passes, the more I am certain that the widget is the future of the client relationship (CRM). ” , and on this note I can only agree with him wholeheartedly. Pick the widget up from NetvibesTags: CRM, digital ecosystem, digital marketing, Digital PR, e commerce, social media