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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:
In the last two weeks I have been “trying” to be on vacation: that time of year when we try to escape the routine, relax and compensate the family for the lack of attention that day-to-day requires us.
