Most software marketers know that they can see big results in their advertising campaigns by focusing on the continuous innovation surrounding the various components of their user’s initial experience with their application. Specifically, by focusing on how their users are progressing through the various steps of their user experience (often referred to as a “funnel”), software marketers are able to identify key obstacles preventing the success of a user’s initial experience. Once obstacles are identified, the marketer can then focus on eliminating these bottlenecks in the funnel to maximize the return of their advertising dollars. Most often, these steps consist of a landing page, a download, an install, and the actual first use of their software application.

At W3i, we focus on creating a marketplace through our Download Network to help software marketers and publishers maximize the effectiveness of working together. As we end 2008, and look ahead to 2009, we promise to leverage our network’s growing scale to provide even more robust tools than ever before, in order to enable the successful mass distribution of digital consumer desktop software through strategic bundling alliances.

“Big things are accomplished only through the perfection of minor details.” –John Wooden

Happy New Year!

Rob Weber, Vice President of Business Development and Co-Founder, W3i, LLC
Rob is an Internet marketing pioneer with over eight, profitable years evolving W3i (owner of Freeze.com) in the Integrated Interactive Media industry.

St. Cloud, Minnesota, December 16, 2008 – It is imperative to keep up with the constant changes in the marketplace to be successful in your marketing of online software; but who has the time to monitor everything published? I’ve utilized my nine plus years experience creating solutions to increase revenue and distribution to identify ten key trends in software marketing:

1. Hybrid Business Models – Ad-supported software continues to grow either as a full replacement, or an alternative, for users to choose when consuming software. Yahoo Games, the leading online game site, signed a deal with NeoEdge (http://www.neoedge.com) and Double Fusion (http://doublefusion.com) to offer 400 ad-supported downloadable games. This is a real change as typically these downloadable games were offered for free play for 60 minutes. W3i is helping many desktop software publishers improve their revenues by offering an ad-supported Windows installer. Click here to learn more.
2. Location Based Applications – Yahoo (http://fireeagle.yahoo.net/), Google, Apple, and a magnitude of other mobile players are creating platforms for leveraging a user’s location to provide an exciting new twist on software. There are plenty of mobile devices leveraging GPS capabilities, but that’s not all. Wi-Fi triangulation is also being supported by Google and Firefox platforms so that laptop applications are also location aware (http://venturebeat.com/2008/10/21/google-gears-uses-wifi-to-geolocate-your-laptop/). 
3. Browser Extensions Putting Users In Charge – No longer do you have to view what a website operator wants you to view. Many companies are creating browser extensions allowing you to embed relevant content while you browse the web. Some of my favorites are: Tynt.com, Upromise TurboSaver, eBay’s Browser Highlighter (http://www.browserhighlighter.com), and BuySafe’s Shopping Advisor. Often these browser extensions do not require a toolbar. With such limited space on the browser chrome, it’s great to have the convenience of these services without having to accept the toolbar interface from each provider. 
4. Mobile Apps Taking Hold – It was only July when Apple unveiled its App Store. Now over 200M apps have been downloaded, and the iPhone is being touted as a real force in the portable gaming space, which contributed to 25% of these downloads. 
5. Desktop Software Through Web Development – Adobe AIR, Google Gears, and other technologies are supporting the development of web applications that can be deployed cross-platform as desktop software. This reduces complexity which, in turn, creates faster and reduced cost development of desktop software. Another advantage is that this software can be leveraged through the web, creating maximum distribution. Adobe AIR is said to be in collaboration with Verizon Wireless, Motorola, and Nokia to extend support to mobile next year. 
6. Funding Application Development - Google Android, Nokia, Apple for iPhone, Blackberry, and others are offering investments, prizes, and marketing geared at attracting developers to use their APIs to develop applications. This is viewed as an effective strategy for gaining distribution and at a lower cost than creating the applications. 
7. Browser Innovation Heating Up - Internet Explorer, Firefox, and Chrome are engaged in an aggressive competition to win your favor as the world’s superior browser. The pace has really picked up and so keeping up with the latest capabilities, and retain market share, is important if you are creating browser extensions. 
8. Software As A Service - To maximize distribution, many traditional software providers are extending their desktop software to the web. Microsoft, for example, is expected to have Office available for the web in 2009 (http://en.wikipedia.org/wiki/Microsoft_Office_14) and (http:/venturebeat.com/2008/10/28/the-cloud-gets-better-with-microsoft-office-and-google-labs/). 
9. Software Analytics - Nielsen and comScore are measuring the use of popular software applications along with typical demographic data to support a deeper understanding of market trends. Kampyle (http://www.kampyle.com/owner_public/?page=services&p=2) is offering a subscription service to help with the collection and organization of user feedback for your software application. 
10. The Widget Grows Up - Lightweight software applications are becoming commonplace as social networks battle for opening their platform and as other platforms emerge to improve widget accessibility, value, and relevancy to consumers.

Author:
Ryan Weber, Vice President of Corporate Strategy and Co-Founder, W3i, LLC – Entrepreneur and pioneer of Internet marketing.

About W3i:
W3i, owner of Freeze.com, delivers proven, integrated desktop and browser marketing solutions.  With solutions tested and optimized on over 200 million installs–currently 4.5 million installs monthly, W3i can increase revenue and traffic for downloadable software, applications and digital content or provide a receptive consumer base for customized, targeted distribution programs.  W3i’s solutions utilize Install IQ, a proprietary installation system and download manager. Install IQ is the first installation system to be certified in the TRUSTe Trusted Download Program.  To learn more about W3i, visit www.W3i.com.

Contact:
Deborah Manthei
Director of Marketing Communications
320-257-7571
deborah.manthei@W3i.com

We are proud to announce the launch of the redesign of one of our core properties – Wallpapers.com. As one of the oldest wallpaper sites on the internet, we didn’t take this task lightly. We implemented many improvements to enhance user experience; ones that we hope will enable our visitors to navigate and access our wallpaper content more easily.

The following outlines some of the areas that were affected by the redesign:

Design

One of the core visual elements that was upgraded was the logo. We’ve streamlined it to be bolder and more legible, and included subtle nuances that draw a nice connection to the different types of wallpaper content offered on Wallpapers.com. Keep reading and you will see the connection.

Before we talk about that though, those who are loyal Wallpapers.com visitors will have noticed a relatively drastic change in the redesign. Based on results from landing page tests, we noticed that users responded particularly well to dark themes, so we set about to implement these findings into the redesign – out with the eye-straining pastel green from the 80’s, in with the sleek, modern shades of charcoal gray with highlights of silky blue. The more neutral color allows the content to stand out and provides a sense of focus. Oh, and unless you are using an LCD screen, you might save a little on energy consumption on the side.

Speaking of focus, we’ve also reworked the layout of the site. Instead of poking around in random locations on the page to find content, everything has been baked into one central navigation bar at the top of the page. Easy to find and easy to navigate. We like easy. Once you find yourself in a subcategory, we’ve provided secondary navigation in the top right underneath the main navigation bar to explore content further.

One of the themes running throughout the site are the three unique content types available on Wallpapers.com – wallpaper, animated wallpaper, and our own custom developed wallpaper slideshow software, Wallery. We did offer all three previously, but some had higher priority, while others got almost no attention in the design. With the redesign, the primary focus is on wallpaper categories where all three content types are given (almost) equal exposure.

As an added bonus, we decided to make it easy for the user to identify what type of content they are browsing by color coding it. Near the wallpaper in question, you will notice three different icons representing each of them. For those with an eye to detail, take a closer look at the power light of the screen showing a preview of the wallpaper. Nifty! This then, is where we have this nice connection to the new logo, as mentioned above.

Don’t know what wallpaper, animated wallpaper, or Wallery is? Have no fear, convenient brief descriptions are here. With exception of the main page, these are always located towards the bottom of the right column, to provide additional insight as to what it is you are actually getting (hint: click on the title to browse just that type of content).

Generally speaking, we cleaned up the design, improved visual balance, equal spacing, and alignment, all adding up to more consistency and fluidity throughout the site.

Additional Features

Not only did we bring the design into the next century, we also added some tasty features in terms of functionality. They are aimed at giving the user the ability to engage with the site and increase stickiness. There really are three main features to highlight.

Like search within Google Reader, search functionality on Wallpapers.com was long overdue. Finally users are able to take matters into their own hands and navigate the content using their own input, literally. The new “Search” is easily located in the top right corner throughout the site. Also, since we’re talking about that vicinity of the site, it’s worth mentioning that we always display the user’s current screen resolution so they can easily match up wallpaper dimensions to their current resolution. For added convenience, we also included this feature near the download button on static wallpapers.

Additionally, to further engage the user with the site and content, we implemented a ratings system that allows the user to express their love or hatred (maybe dislike is a better word) for a particular piece of wallpaper content. Coupled with that (and that would be our third highlight) is the ability for users to leave behind comments.

We realize these are not revolutionary features, but basics any content site should take advantage of. Our users agree as they are heavily utilizing these features already.

Technically Speaking

Prior to the redesign, Wallpapers.com hadn’t been structurally updated for a number of years. The result was a mess of nested tables as incremental updates were made. The redesign allowed us the opportunity to clean the site up.

Since we value the benefits of web standards, we have gone extra lengths to ensure the site complies with W3C guidelines. As such, it now validates for XHTML 1.0 Transitional and CSS 2.1, meaning that we care about using semantic markup that adheres to best practices. The result is a strict separation of content and presentation, clean and easy to read code.

Furthermore, we now comply with Guideline 2 of the W3C Web Content Accessibility Guidelines (WCAG 1.0), which translates to increased accessibility when navigating Wallpapers.com.

We tested the site in various browsers and platforms to ensure that users have a consistent experience across the board.

Where to go from here?

All these improvements are great and users are responding well, but of course it doesn’t stop here. Wallpapers.com isn’t perfect (yet), but we’re off to a great start. We plan to implement continuous improvements to the site, both user-facing and internal.

Offering compelling content to our users is at the top of the list. Consequently, we plan to continually add quality content and, in fact, have already started doing so.

After the dust of the redesign settles, along with user feedback, we will seek and execute on any opportunities to make Wallpapers.com as great as it can be.

David May, Manager of Creative Services; W3i, LLC
David has been working in the design industry for over 6 years and carries a fancy B.F.A. with focus in Graphic Design. He’s a native of Germany and loves peanut m&m’s. He’s not only passionate about his family, but also everything related to the web and design in general.

In late November, we were invited to speak to St. Cloud State University’s Advertising Creative class, to bring insight about the overall profession of online Media Buying. Mark Eden, one of my former educators and professors of Advertising at SCSU, thought it would be important for his students to get some understanding of the emergence of online marketing and how strategic media buying plays a vital role in marketing/advertising departments. Michael and I initially had prepared a 15 minute presentation, but unknowing to us, the class was eager and willing to dive deeper into media buying than just a broad overview. The class, containing juniors and seniors, were prepared and full of questions.

Below are some of the things they learned about us:

• A quick history of W3i
  • Successful company in the integrated interactive media industry for the past 8 years.
  • Entrepreneur magazine ranked Freeze.com as the 31st fastest-growing new business in the U.S in 2004.
  • Over 15 Million Unique Users Monthly.
  • Over 4 Million Installs Monthly. 
• Our responsibility
  • We are responsible for the company’s advertising budget, and therefore, must work to get the most value out of each dollar spent, depending on the goals.  
• The Pricing Models we use to make our buys
  • CPM (Cost Per Thousand) pricing ensures that the publisher is paid, it is up to the advertiser to make sure they get the most for their money.
  • CPC (Cost Per Click) pricing means the advertiser only pays once a user has clicked an ad and visited their site. This simplifies things greatly for the advertiser and distributes some of the risk to the publisher (if no one clicks the advertiser doesn’t pay).
  • CPA (Cost Per Action) pricing puts the optimization responsibility on the publisher. If no users respond to the ad (convert) the advertiser pays no money. The publisher and advertiser incentives are aligned in this model. 
• The daily routine of a media buyer
  • Checking and researching current industry news.
  • Completing important statistical reports that help form current and future strategic decisions for media buys.
  • Researching trends
• The current state of the market
  • With the economic market in such a state of chaos, it is our prediction that companies will shift their budget towards online because of its ability to track and retain data, the ability to make real time changes to campaigns, quick feedback, and proof of performance to better optimize current and future campaigns.

The 15 minute presentation soon turned into a 90 minute discussion, in what Mark later called an “eye opener”. With most businesses allocating more of their advertising budget towards Internet advertising and marketing, Mark thought it was crucial for his current and future students to know as much about online advertising and marketing as possible. He contacted me after the presentation and asked if Michael and I would be interested in speaking to his class next semester. We both agreed that it was not only a great opportunity to help educate the next generation of marketers and advertisers, but also a great chance to promote W3i and its presence in the local community.

Mitch Bain & Michael Liebelt, Marketing Managers; W3i, LLC
Michael and Mitch have 4 years combined experience at W3i (owner of Freeze.com), focusing on Search Engine Marketing, Display Advertising and Mobile Marketing in the Integrated Interactive Media industry.