The microsite difference
With so many emerging marketing technologies to play with, it's easy for marketers to overlook the humble microsite. But, in many ways, microsites can be more impactful and memorable than a brand's main website.
On the following pages, we'll take a look at 10 sites that demonstrate the power of the microsite as a marketing medium. But first, let's take a look at the characteristics that set microsites apart from brands' main websites. Microsites have six differentiators:
1. Scope
Microsites are subject to the discipline of the 30-second commercial. This may seem an odd frame of reference in the digital world, but the comparison is appropriate. Because you have to focus completely on a single message when spending a gazillion dollars on 30 seconds, boy, do you have to get the consumer right between the eyes. It is the same with a microsite. Because it is little, it has to pack a big punch and, because it only has one message to convey, it can focus completely on doing just that. Many brands' main websites say everything and, therefore, say nothing. For the user, if the subject is of interest, they get the full-strength, high-caffeine, widescreen treatment. (And because they do, users clicking through from PPC advertising are much more likely to stay and play.)
2. Latitude
Marketers feel they have more latitude when it comes to interpreting brand guidelines. Many times, agencies receive microsite briefs with the rider that they don't need to stick religiously to the guidelines. We can have some fun. And when the agency is having fun, the results are usually better -- passion goes a long way online.
