http://vitormagalhaes.com/index.php/2008/06/23/verdade-inconveniente-micro-e-minisites-usar-com-cuidado/microsite/ Speaking against customer initiatives, partners and some friends (I'll take it in the ears!), I've always been against using microsites or, if you prefer, minisites.

I never defended them. Not even in the time when my business went through creating websites (even though they make my life easier and generate additional revenue)!

Most microsites are not much more than online brochures, with appealing graphics and screaming to the world:

“In my company, messing with the website is so hard that we’ve already given up and so instead of solving the problem, take it (the microsite)!”

Of course the agencies encourage (much!) its use. It is that the sites of the “brands” already exist, always with difficult processes (read “impossible”), and do not create space for new developments (read “receits”). By suggesting the creation of a microsite, the agency quickly promotes the generation of new revenue; it does not need to deal with internal resources beyond Marketing; it works in a controlled environment; controlled costs; and, more importantly, profitable! Haah... and raise the portfolio!

The truth is that microsites are expensive because they consume expensive resources (the agency's cream) and die after a short time. Of course, the immediate goal is always noble: [Scoffs] Take the mark to the “next level”! But usually the time and money spent do not follow the results.

Rarely a microsite leads the brand to “next level”. This is because there are probably only two reasons why it is created: the website is no good and/or it is too difficult to do something new.

With the state of the art in online advertising and the possibilities offered by “rich media” actions, actions promoted on a microsite can be framed in external communication actions, either at the level of “budget* or decision-making.

Of course there are exceptions. There is always. And of course we can always try to justify that “** THIS** ” microsite is an exception (shhh... 99% will be wrong!).

The truth is that right now the Internet offers sufficient alternatives to the “microsite” and it is time to be intelligent and to escape conventional creative thinking. The consumer... just wants to get in, access what he's looking for and... get out. And this is the Internet. So... we should do it at the level of our branding online, that is, on our website!

Some considerations on causes and consequences:

Internal processes

It is a paradox that microsites are created essentially in the top-of-the-market in the corporate segment; the same companies that meticulously manage their brands, public relations, internal communication, promote market studies, all that is possible for them to shape the opinion of their customers by their brand.

The problem is that many of the institutional sites are... a disaster. And even when they are not in terms of image and communication, they are in terms of management (I have never heard any company on corporate segment say well of the ease of managing your website). The motive? Simple: these sites are usually managed by internal departments that have resulted from the transformation of IT (computer departments) into interactive departments. Others don't even! And without any transformation they continue to be “controlled” directly by IT.

In no case are these departments extensions of marketing departments. And the clients in these departments aren't the company's clients. They're internal customers!

These departments are more a reflection of the internal structure of the company than a brand promotion vehicle.

And when everything gets stuck in the gear of the internal structure what does Marketing (in online) do? Bingo! Microsites!

And when everything gets stuck in the gear of the internal structure what does Marketing (in online) do? Bingo! Microsites! Something out of gear where it's easy to put the message we want!

But before you start shooting at the monster of the “internal systems”, it is important to think why Microsites are being created. Is it so hard to put something on the website homepage that takes users to an internal page, promoting a brand, a website and a product? If necessary, an interactive agency that can understand the needs of the external market will be created at the root!

Microsites are orphaned

Practically from the moment they are launched, unless pushed by some viral marketing action, microsites begin to die. And even then... they're never a destination address with a big future. They have their peak; their 5 minutes of fame; their Buzz; but then goes on to “intensive care”. Microsites are orphaned. Your URLs are orphaned. And they need food, they need attention, even though no one wants it. How long should you keep the URL active. If you do not keep it, what will the consumer's reaction be?

As they say: if you are not ready to have a child, to look after it and give it affection until you can live for yourself, do not give birth!

Microsites = Macrocustos

A Microsite is globally more expensive than an intuitive site. This is because at the expense of the term “branding” sites are created like “cooked to Portuguese”... with everything! Flash, streaming video, viral components, sms, SEO, SEM... everything!

And in the end, when you look at the total cost and ask yourself, “How many sales do we get?” someone will answer “That’s not the point! This is a branding action! Notoriety! "Awareness!"

“That’s not the point! This is a branding action! Notoriety! "Awareness!"

And this is one of the main marketing mistakes... in any area!

Any campaign should have metrics that define the return.

  • Good examples:*

It's hard to talk about microsites when I've been involved in several microsites projects. Obviously I will not point out negative examples here. But I can do so regarding some good examples. I present two in which I was involved (via BySide):

“Help James”

“Help Tiago” was a campaign developed by FullSix for TMN under Fantasporto. BySide participated in the campaign by providing the telephone contact service as a sponsor of Fantasporto, TMN's partner/supplier and FullSix's partner. The campaign represented the first ARG (Alternate Reality Game) developed in Portugal and as the “narrative” of the campaign went through an initial phase of “teaching” and an autonomous argument that would only be associated with TMN at the end of the campaign, could not be included in TMN’s website. It required the creation of the Microsite. This is a good example of the necessary use of a Microsite.

The campaign won the 2008 Bells for the middle Cyber and category: Microsite (yep...) and Rich Media Banners.

“Meo Satellite”

The “Meo Satellite” campaign, developed with the participation of Fedorentes Cats, by Partners with BySide, is a good example of microsite that lives within the website of the brand “meo”.

Despite the creation of a new context of communication/image for this microsite, it was created with the brand domain, in “jatens.meo.pt” and not in a separate address. In practice, in addition to all the campaign results (it was probably the viral campaign with the highest results on the Internet in Portugal) traffic was generated for the domain “meo.pt” and for the brand’s website.

This is a good example of how not to do something completely... next door (no, I will not fall into the easy analogy of English:)).

** Conclusion**

The URL of a company must be... The company URL. Or the Mark. The URL should be viewed as an asset. An extension of the brand itself.

Of all the microsites (and associated URLs) that were created in the past year, how many do you remember? What about brand URLs?

Of course there are exceptions, but these exceptions would normally have the same result by directing the user to a landing page, not a microsite. Simplicity is always the best option!

And if we want to take advantage of technology... there are several options (e.g. BySide Webcare, Pointroll, Eyeblaster, etc.) that allow us to integrate the microsite concept into an ad. And with several advantages:

  • shorter development times;

  • less costs, there are no costs associated with another accommodation or management fee.

That is, more impact per Euro (€) spent and when it's over... withdraw the ad. No orphans, no big development times, no big teams, no big costs, no agency resources, etc.

If you still want to spend money and make a microsite, do it fast and spend as little as possible. No time to waste on every detail. Develop an efficient creation strategy. Where possible, with costs indexed to the results. With results, everyone involved in costs deserves to generate revenue.