Microsites represent a particularly important element of digital marketing. In practice, they take the form of blogs, independent campaigns or branding communication platforms. Microsite are characterized by having their own URL and independent design and content.
In many cases, brands prefer microsites to social networks, as they allow a strong control of contents and the environment.
At Fragment Agency, as a digital agency, we understand the importance of this instrument, and we intend to share a few tips about them.
The logic of microsites makes them ephemeral. In order for them to be effective, they must pursue clear, concrete and short-term goals since extending their lives could represent cannibalism in relation to the brand's main website.
If users wanted to enter a website exactly like the brand's website, they would enter the actual brand's website. In order to achieve the set communicative goals, it is essential to draw attention and emphasize design and content.
Unique selling proposition
It is basic to offer a single and very clear communicative proposition. The microsite should not be a source of users for the brand's web, and should have a purpose of its own.
Brand as reference
The microsite cannot be a substitute for the brand's website. It is basic that users find a strong and clear brand in the generic website, which adds context to the microsite.
At Fragment Agency, as a digital agency, we value the importance of microsites as part of online communication campaigns, and we bet on creativity as a basic element of these communication tools.