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Does Facebook Mean the Death of the Micro-Site?

There's an interesting story just released on SocialMediaToday that asks the question "Does Facebook mean the end of the micro-site?"

It delves into the Nissan Master the Shift lifestyle marketing campaign's shift from micro-site to Facebook.

What do you think?

Views: 64

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Comment by Keith Shetterly on August 24, 2010 at 1:52pm
There are 1.9billion Internet users worldwide today. Google services 2/3 of the searches; at 500million users, Facebook has ONE QUARTER of the total online population logging in. If Facebook keeps the fan pages they way they are, sure there's still a use for microsites. So far, little has stayed the same on the Internet . . . It took a massive effort to turn Microsoft around towards the Internet way back; nowadays Google has to be looking at the social boat they missed . . . Buzz wasn't the answer, either.

Fan pages aren't the money meat in FaceBook. It's the news feed nowadays . . . but there's lots more to change and to come. The location function that is now in Facebook . . . that's a whole new advertising method just getting under way . . .
Comment by Ed Brooks on August 23, 2010 at 5:41am
Comment by Scott Falcone on August 22, 2010 at 8:32pm
Brian,

That is what I was referring to. Poor sites pushed onto dealers by providers who only sell the shell with no substance is what I was trying to tell dealers to steer clear of. There are very few providers who can create a good looking site that has functionality and creates enough trust to move a customer forward in the sales process. Present company not included-which is why I mentioned you. Not blowing smoke, but you have a handle on this segment of the business.
Comment by Brian Pasch on August 22, 2010 at 8:20pm
My most recent experience with creating microsites for used cars tells me that microsites are alive and well. I would love competitors of my clients to abandon strong domain names on microsites and move to Facebook Tabs that does not index.

Crappy microsites should be abandoned which is what I think Scott if referring to. Microsites for fixed ops, used cars and niche marketing are generating visibility, leads and relevance to consumer search.

Microsites are part of a larger digital marketing strategy just like social media is part of the ad budget. Keep in mind that history has proven that consumers NEVER get their information from one website source for cars.

At one time people thought that Cars.com and Autotrader.com were the only game in town and now there are dozens of profitable business models. In fact, at one time people thought AOL was the bomb.

In the end, dealers can count on the fact that search independence will rule. Having their own network of relevant car marketing websites for the PMA is the best long term strategy. That includes owning and marketing via microsites and including social media and traditional media.
Comment by Scott Falcone on August 22, 2010 at 7:08pm
Ed/Ralph, I think that this is an article that has tremendous foresight (maybe because I have been saying this for about a year :))..in any event, there is a trust factor based on look and feel and content that consumers have come to expect from a "site" that is asking/requesting a customer to fill out a lead. People are no longer accepting a marginal site with a "form" to get information on a Nissan Leaf or a Chevy Camaro. They have come to expect much more. I would think that if anyone has insight on this it would be you Ralph as you were building monster lead generators as recently as 2007 (practically 20 years ago). Now all that I am hearing is dealers canceling their relationships with a service who builds a site or two and promises an abundance of leads. It's just not happening and it will only get worse for dealers expecting some miracle. Microsites are not completely dead, but without quality content and a look and feel that parallels the manufactures message and intent that drove the customer there in the first place, you're better off creating tabs on "trusted" sites (that term is determined by your customers). The exception to this in our experience are sites tied to a PPC campaign. Especially a credit site. But if it is tied to a new vehicle launch with an organic result in mind, I think you are better off approaching it regionally and approaching your sector of the market that you can serve vs. a national aggregator mentality. Brian Pasch has proven that you can generate leads nationally and under a stealth mode. Usually though it is a lead based on pain (a recall) vs. pleasure (owning a new Leaf). If you're desperate to get info on your death trap of a car you'll probably fill out anything. Pain out-motivates pleasure every time. Brian has watched and capitalized on trends and has turned issues/topics into tons of leads for his clients. Not too many people are able to do that and I would caution any dealer who was thinking of owning a bunch of sites thinking they were going to generate a lot of leads. Probably won't happen. Choose your site builders carefully and temper your expectations.
Comment by Ralph Paglia on August 22, 2010 at 3:49pm
Comment by Ralph Paglia on August 22, 2010 at 3:48pm
Ed - I do not think that Facebook or any other social media sites will completely eliminate the value of well done automotive microsites that are associated with a specific message, ad campaign, new vehicle launch or any other justifiable purpose that people will find interesting...

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