Brands can use microsites to shine the spotlight on new product launches

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 03, 2021, 4:21 PM GMT+0

Microsite is a mini-website with a separate domain name URL, usually built temporarily around a specific marketing campaign.

Brands can consider creating content-heavy micro-sites to engage and cater to a more sophisticated customer with a specific goal like new product presentation or promotion of events. Microsites can also help companies cut through the noise created by competitors in the niche. Moreover, microsites enable brands to target international markets in a different geographic location using local search keywords.

For instance, BMW used a temporary microsite during the India launch of its X-series cars. Since these sites feature a lot of content on a specific topic, search engines identify microsites as an authority for reliable information. Microsites can also help brands stand out among competitors by focussing on their individual characteristics and values.

However, microsites can get expensive to maintain and can confuse customers who are already used to the brand’s image. Similarly, developing microsites can increase content-development investment. So, brands must keep these factors while creating microsites for their marketing campaigns.  

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