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Widgets and the future of CRM

Posted by John Horniblow on Feb 11, 2009 in Branded content, General, Mobile and wireless, User experience, Viral Marketing |

snapshot-2009-02-11-11-07-56Recently 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 Netvibes 

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