My byline on widget marketing is on iMediaConnection today.

In it, I use the word "widget" 33 times. Perhaps a record?

I make a number of points in the piece on how widgets do and don't fit into the typical digital advertising flow. Here's a quote:

Contrary to what your client might think, your branded widget isn't going to "go viral" tomorrow without a lot of help. Expect you and your team (or agency) to work harder at the soft aspects of social marketing than they ever have buying media or tracking impressions and clicks.

Read it and let me know what you think.