Oct
23
Written by:
Dave Taub
10/23/2007 7:38 AM
In today’s world of interactive media, websites competing for consumer attention continue to populate the worldwide Web with businesses vying for their piece of the interactive media pie. But one website cannot be all things to all visitors. Hence, the eminence of the micro-site…
Micro-sites are specialized sub-sites developed with specific advertising and marketing goals in mind. Segmented marketing efforts need a place to hang their hat and micro-sites provide an essential home for these efforts. These sites allow companies to remain true to their overall brand while targeting a highly focused market sector and demographic.
We recently had the opportunity to apply this marketing concept with the launch of a new product line from Black and Decker called VPX (a major product launch for 2008). Our main goal was to educate engaged audiences on specific VPX features and capabilities ~ its unique power system and interchangeable power source. And, because the VPX micro-site is vital to the success of this product line, the web address (www.vpxsystem.com) has been injection-molded right onto the actual product!
The VPX micro-site acts as a hub for all marketing efforts including landing pages, on-line advertisements and organic search engine optimization. Because micro-sites have a shorter life span, information within these sites is timely and can easily be tied to specific advertising campaigns. Micro-sites give digital generation consumers an opportunity to interact within the realm of a specific value proposition without the distractions of additional navigation sections and other product information. The site also links back to the parent company and visa versa, which is a factor critical to its success.
The future of large company website development lies within the successful deployment of the micro-site. This approach needs to be handled delicately as not to disrupt the larger brand experience. When properly developed, micro-sites allow large organizations to target their marketing message to relevant audiences in today’s ever-changing interactive media environments.
Tags: