An article in DM News, "Widgets Enter the Limelight," profiles Newsgator Widgets -- and, more specifically, our relationship with National Geographic.  The article basically suggests that widgets have finally 'arrived' and profiles how, among other companies, National Geographic has successfully used widgets to fulfill specific marketing needs.

The story specifically cites National Geographic as a company that has "particularly embraced the world of widgets" -- which makes us happy, since NewsGator has helped them develop and launch a number of their most popular widgets (such as the "YourShot Puzzle Widget.")

Brendan Hart, National Geographic's VP of Marketing & Business Intelligence, explains that widgets allow his company to "reach key influences who will interact with the brand...and give our audience a chance to take National Geographic back with them to their social sites."

The article also cites Forrester's Jeremiah Owyang, who explains that one of the common reasons some companies are not successfully deploying widgets is their unwillingness to allow consumers to take control of their content.  He rightly adds, "a widget is not just a campaign -- it is an ongoing conversation that lives on within a social network." 

I think this is an excellent description of widgets, which can be launched to fulfill a variety of important marketing needs: extend brand, increase ad revenues (through monetizing content), drive traffic, and engage a company's audience through social features.

Are there any other other specific marketing needs you use widgets to fulfill?  Leave 'em in the comments section!