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-
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.