Skip to main content

How Microsites Focus Better on the Customer

As the media landscape becomes increasingly cluttered, large advertisers are turning to small, highly targeted vehicles to rise above the noise. They're creating 'microsites' devoted to a single product, service or promotion that otherwise would get lost as a small element on the cluttered home pages of its corporate parent.

Microsites are small yet multi-page websites, sometimes with their own URL addresses and typically accessed via a click-through. JupiterResearch finds that 45 percent of advertisers surveyed with ad budgets exceeding $500 million annually plan to deploy microsites next year, up from just 30 percent this year.

American Express applied a microsite model for the singular purpose of promoting its sponsorship of the U.S. Open tennis tournament using player Andy Roddick (, and Carnival Cruises applied the model for its customers to exchange vacation experiences ( "Getting consumers to create user generated content (UGC) is often an objective," notes JupiterResearch advertising analyst Emily Riley.

"While it works in the case of Carnival since cruise participants seem to like to share experiences, not all microsites really lend themselves to UGC. Consumers are also getting tired of all the marketer requests for their text commentaries and homegrown videos. So advertisers need to be realistic."

New products/services or relaunched offerings are ideal for microsite treatment because numerous information elements can be presented across the entire home page that is devoted to a single theme. Sweepstakes hosting is another popular use, particularly since the microsites can be shuttered after prizes are awarded.

Analgesics marketer Motrin used a microsite for a sweepstakes incorporating homemaking diva Martha Stewart. The winner received a trip to New York City to see taping of a Stewart TV show. Television drama series 'Lost' seeded the Internet with microsites that fans of the ABC Television drama hunted in a search for clues to solve a mystery.

"It can be expensive to drive this audience traffic," says Riley, who will be a presenter at the 18th Annual EPM Marketing Conference. Based upon my own experience, however, I would have to disagree with her assessment. Frankly, it's nearly always harder to drive visitor traffic to a typical product- or service-oriented corporate website.

Unlike a cause-centric microsite that must focus on meaningful content that will appeal to and engage consumers, many corporate websites are often populated with content that appears to be targeted more at internal constituents, business partners -- and even competitors. Granted, that's not the original intent for creating the website, but corporate content just seems to drift in that general direction as the focus broadens and digresses over time.

Popular posts from this blog

Open Banking Usage to Grow by 470 Percent

The Open Banking business model has been advantageous for Third-Party Providers (TPPs), helping them to extend their offerings into other areas of financial services with new capabilities. Open Banking is also advantageous for traditional banking institutions, despite the perceived loss of custodianship over their data, by providing greater accessibility to more bank services. Furthermore, Open Banking can help serve Mobile Internet providers that are able to leverage it to create tailored services according to customers’ preferences and/or economic limitations. Open Banking Market Development Since traditional banking services are made more convenient by TPPs via greater data access, customers can proactively manage their finances and shape the development of new financial offerings. This is particularly noticeable in the realm of Digital Payments, where retail merchants and customers transact through eCommerce, which has the greatest number of use cases for Open Banking. These includ

Global Digital Business and IT Consulting Outlook

Across the globe, CEOs and their leadership teams continue to seek information and guidance about planned Digital Transformation initiatives and the most effective enterprise organization change management practices. Worldwide IT and Business Services revenue will grow from $1.13 trillion in 2022 to $1.2 trillion in 2023 -- that's a 5.7 percent year-over-year growth, according to the latest market study by International Data Corporation (IDC). The mid-term to long-term outlook for the market has also increased -- the five-year CAGR is forecast at 5.2 percent, compared to the previous 4.9 percent. Digital Sevices & Consulting Market Development IDC has raised the growth projection despite a weak economic outlook, because of vendor performances across 2022, growth indicators from adjacent markets, increased government funding, and inflation impacts. The actual 2022 market growth was 6.7 percent (in constant currency), which was 87 basis points higher than forecast last year, alth

Why Instant Issuance Payment Cards Evolved

The global financial services sector continues to grow as more progressive organizations seek to gain a meaningful competitive advantage from their digital transformation initiatives. Across the globe, many regions are seeing a significant rise in 'instant issuance' activity from a physical and digital perspective, from both traditional and emerging innovative banking institutions. Digital Payments Market Development Customers increasingly demand instant access to banking services, with physical instant issuance enabling them to leave their branch equipped with a ready-to-go payment card. According to the latest worldwide market study by ABI Research, the market for instantly issued physical payment cards will increase from 243.2 million shipments in 2022 to a forecast of 471.1 million in 2027. "Critically, instant issuance of payment cards is no longer limited to the physical," said Sam Gazeley, industry analyst at ABI Research . Indeed, the growing digitization of p