Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!
Ever wonder what microsites are good for? Here’s a hint: They create “significant increases in all standard brand metrics,” according to a survey by Dynamic Logic.


For example, 7.8% of all microsite visitors leave with “message association” (i.e., they remember what they read). Even better, 11.2% garner greater online ad awareness. And 3.1% develop a stronger intent to purchase (a huge number if you can discern and respond to that intent).


To put this in context, these numbers are more than double those generated by display and video ads, and there’s a good reason:


Microsites “attract people who have a greater pre-existing familiarity and affinity towards the hosting brand,” the report states. “Attracting such an audience is generally desirable, since microsites—though also used to attract new consumers—are often built to deepen relationships and loyalty with current brand users.”


What are the attributes of a good microsite? It depends on your goal:


Purchase Intent—The microsite should provide useful information and be fun and engaging. “Although these are quite dissimilar attributes, they both represent some form of value being delivered to the consumer,” the study continues. “Sites with ‘useful information’ provide knowledge, while ‘fun and engaging’ sites provide entertainment. Both may translate into intended purchase, perhaps as a result of reciprocation.”

Message Awareness —The microsite should provide useful information and be easy to use. “Many taglines tend to communicate a key brand benefit,” the study says. “If the site is easy to navigate and has relevant information, the site visitor is more likely to link the brand and its campaign message.”

Brand Awareness —The site should communicate what the brand has to offer. “When the brand benefits are clear and relevant, visitors are more likely to remember the brand name after leaving the microsite,” Dynamic Logic says.


Micro Sites target your customers when you develop product or service specific, finance or marketing campaign Micro Sites. Micro Sites are typically made up of 1 to 5 pages and can be promoted independently through traditional media, social media like facebook & twitter or search engines. You can gain high organic Google ranking and/or combine Micro Sites with Pay-Per-Click (PPC).


Examples of Micro Sites-


Kia Soul San Diego

North Park Isuzu Service

2010 Chevy Camaro

2011 Chevy Volt


Conclusion

Dynamic Logic concluded after studying 182 sites that microsites have a more lasting impact than other elements in a campaign. But that advantage can be squandered. Success depends on “the experience people have on the microsite, which is much more immersive, interactive, and engaging than simply being shown a display or video ad while browsing online,” the company notes.


Sources:
Dynamic Logic
Ray Schultz

Fresh Start Studio

Views: 117

Tags: design, micro, microsites, seo, sites, web

Comment

Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge

Loading…

Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
$USD
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......


Instagram

Top Automotive Marketing Forum Discussions

Share the Best Content w/AutoMarketing Community

© 2019   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service