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We Are Social - Advertising 2.0

The slow death of the microsite

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Following on from my two posts on the subject of microsites last year, Andrew Walmsley has piled in:

They dilute brand equity and perform poorly in search. They might look attractive in a conventional advertising sense, but they frequently fail to deliver in digital terms.

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Published Jan 22 2008, 01:33 PM by Robin Grant

Filed under: key insights, search, usability and experience design

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Comments

by Sean Murricane

January 22, 2008 10:11 AM

Very much agree - as a Web Editor, random microsites cropping up are the bain of my existence. A problem being when they get sceduled into project plans without much thought of what it entails resulting in a sub rate site becoming a milestone :(

by Gregory Allan

January 22, 2008 1:07 PM

From my experience it's due to the execs/CDs that are jumping on the "digital" band wagon not actually having any idea as to what they are doing when it comes to integrating online with the more traditional channels of a campaign. They are still treating it as some sort of "animated" version of print or the online is tacked on as an after thought. This not only means that the creatives that are developed are generally poor but so is the ROI. http://gregallan77.spaces.live.com/

by Andrew Nicholson

January 23, 2008 9:13 AM

Boys, boys, boys. No ones arguing that a poorly thought out/executed brochure micro-site is a heavy chain around a corporate neck. However, from experience I can assure you that well planned, integrated micro-sites can generate interest, and more relevantly, can be optimised and fine tuned with a specific goal in mind (I.e. promotion of a single brand). User numbers have demonstrated to me time and time again that they can succeed

by Julian Wakeley

January 24, 2008 12:39 PM

A case of Shooting the messenger... Classic example this week was the MSN UK microsite for the Fiat 500 launch which had been around for some time but you had to really look for it, even once you knew it existed. For instance, many potential 500 purchasers wanted access to the video footage from the Monday launch and Mika but didn't know where it was. Even 24 hours later there was no YouTube footage or reference to the MSN content, only 2 videos of poor quality from camera phones. Also, there was no link on the Fiat UK website, no link in the pre-announcement DM mailed to prospects, no material in the showrooms (some of whom didn't even know the London Eye event was to be beamed into their showrrom). If microsites don't work, it is, in part down to the lack of integration within the agency / creative / digital model. If you kill off microsites, don't think the same lack of integration will not prevent the same issues just cropping up somewhere else.

by SEAN RUTTLEDGE

February 5, 2008 1:17 PM

Is Julian talking about the same site as everyone else is ? http://specials.uk.msn.com/Fiat500launch/Homepage.aspx F.I.A.T Fix It Again Tony

by The death of the microsite, act IV / we are social

April 13, 2009 6:05 PM

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