Promoting a BDA on your site not only shows your audience that the brand is developing new conveniences for them, it also appeals to early adopters.
Many large brands today are adding the word "innovation" to their marketing mantra, and for good reason. Web 2.0 technologies, interactive social media, emerging platforms and open-source applications are creating so many good branding opportunities it’s enough to make a brand manager’s head spin.
Desktop applications (BDAs, widgets) have become a focal point for brands wanting this interactive innovation edge, as they see how powerful persistent real estate on the desktop can be.
When brands start to develop in this space, the ultimate question becomes, "What does success look like?" The short answer is that with any new technology offering, you’re never quite sure.
Of course, this is not the answer anyone with a corporate checkbook wants to hear. So, we’ve worked with various clients to define what that initial success looks like in a BDA. Understanding your current media plan is always a good place to start.
Let’s review a few basics we’ve experienced, and hopefully you’ll come away with a better understanding of the initial splash you’ll make with a desktop widget.
Please remember that this list ends up being an extremely conservative estimate. The final determinants include at least two viral generations, since BDAs are so easily passed along. You also can’t discount the effect all the PR of being an innovative brand carries with it.
